As the “son” of SAIC Motor, Feifan Motor is the pacesetter of the new energy brand, and is highly regarded by the Group. Since taking the road of independence more than a year ago, Feifan has launched the first truly new architecture pure electric SUV R7. Now this “new brand” has ushered in a record – on February 5, Feifan officially released its new medium and large pure electric sedan F7 and officially opened its reservation.
According to the official introduction, the pre-sale price of the car is 2.8-35 million yuan, and it is expected to be listed in mid-March. This means that F7 will form a “Flying Twin” lineup with the medium and large luxury all-electric SUV R7. “From the announcement of Xiaoding to the listing, it will take us about a month and a half.” Liu Chen, general manager of Feifan Auto User Development Center, said with emotion, “Whether it is Xiaoding or Dading, I think this product may be a double-edged sword. Generally, 300000+model users have less patience to wait. We are still a new brand and are in the entrepreneurial stage. Our requirement for ourselves is that delivery must be fast after the listing.”
In fact, Feifan’s “fast” is under the pressure of new energy vehicle market competition. In the past year, new energy vehicles have been making great strides, including the competition among new power enterprises, Chinese brands and joint venture vehicle enterprises, which has entered the deep water zone. The market will become more crowded in 2023. Can Feifan occupy its place in the fierce competition?
The prelude to the new round of market competition comes from Tesla taking the lead in blowing the horn of price reduction. At the beginning of the new year, Tesla has entered the hinterland of many competing models, including Wenjie, Xiaopeng, Weilai and many other auto companies have started to follow up the price reduction or promotion, and the new energy vehicle market presents a lively scene. Feifan naturally felt the pressure, and R7 also launched the “price reduction” program a few days ago.
However, the difference is that Feifan’s operation is more to reduce the purchase threshold of users. “The word price reduction will be a little passive for us, and the key is whether we have chosen our own value positioning.” Liu Chen explained, “R7 is more about adjusting the value system in the previous stage, which has actually been planned for 2-3 months. It is the first time to make the optional strategy system with the scene as the core in combination with the product positioning of target users.”
According to the introduction, users can freely choose from a variety of options, such as energy supplement scenario, intelligent driving scenario, configuration scenario, etc., to purchase cars with lower threshold and higher freedom. “It is not accompanied by a simple price adjustment, but the system adjustment of the entire product value. I hope more users will experience Feifan products and brands.” Liu Chen stressed.
“Scene” is a word commonly used by auto companies, especially new forces in recent years. Liu Chen also felt that the user’s sensitivity to brand value will not be as high as before, and now has entered an era of defining brand by products. The premium of the product comes from the experience of the scene.
In view of this, Feifan put forward the concept of “new luxury”. The so-called luxury is no longer the stacking of hardware, and whether these hardware can become a high-frequency use scenario for users.
For example, Feifan has always had the title of “dominating screen”. F7, like R7, will use the 43-inch triple screen of the 3+1 RISING MAX giant screen, which is equipped with the RISING OS intelligent cabin interaction system and Qualcomm Snapdragon 8155 chip. But is the screen only big? In Feifan’s eyes, this is not a set of hardware, but a comprehensive daily experience system.
Whether it can give play to the core of hardware and provide users with a good experience in a scene is what Feifan is thinking about. It is reported that F7 skillfully separates the front and rear space, bringing a two-way two-zone independent theater experience. The driver, passenger and front row can freely switch between “Dule Le” and “Duole Le”. This is undoubtedly a sharp tool for family users with long-distance travel and children.