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Easy Car Original Recently, Geely brand's mid-to-high-end new energy series "Galaxy" was unveiled, announcing the launch of seven new models in two years.

The last time the automotive world was so powerful was the last time Toyota released 15 new electric models, as well as the Hengchi six cars.

Geely, like its fuel-era big brother Toyota, has written the word anxious on its face. But so far Toyota hasn't stirred up much excitement, so what will happen to Geely's Galaxy?

How badly does Geely need the Galaxy?

The Galaxy L7, the first new car in the series, was the center of attention on launch night. It is equipped with the Thor Electric Hybrid 8848, the Divine Shield Battery Safety System, the operating system Galaxy N OS and other technical selling points, on the gimmick is not inferior to the ideal L7, ZhiJi L7, which has the same name but a different surname.

Of course, its real rival is not the ideal L7, ZhiJi L7, but BYD's Song PLUS. Last year, the Song PLUS*** sold 329,939 new cars, making it the second-best-selling model in the domestic new-energy SUV market and BYD's biggest sales driver.

In contrast, the Geely brand's big sources of sales are the Dihao, Xing Yue L, Xingrui, and Colorful, which don't have a strong presence in the 150,000-200,000 yuan segment relative to BYD. So the Galaxy would have a presence.

The first step of the Galaxy series is to make a strong comeback to Song PLUS and BYD through the Galaxy L7, which focuses on "family intelligent mobility".

Such as the Galaxy L7 adds a passenger queen seat that allows 1.8-meter legs to lie flat, a 10.25-inch instrument screen + 13.2-inch center screen + 16.2-inch passenger screen + 25.6-inch AR HUD, and a four-screen intelligent interaction ......

In addition to the Galaxy L7, Geely has also added a new "Family Intelligent Mobility" concept, with a new "Family Intelligent Mobility" concept, which is based on the concept of "Family Intelligence". In addition to the Galaxy L7, Geely also released a series of strategic planning information that night, including a new logo that will be launched, channels and so on, which shows Geely's determination to throw its weight around in the mid- to high-end market.

China's new energy vehicle market has so far developed into a "dumbbell-type" structure, which means that the most sold are micro-electric models and high-end smart electric vehicles, such as the Wuling Hongguang MINIEV, Tesla Model 3 and so on.

With the maturity of the market, the new energy vehicle market has entered a more healthy "spindle" market structure, i.e., 15-25 million yuan of intelligent electric vehicles has become the biggest growth point, BYD's success has undoubtedly verified this trend.

In addition to the aforementioned Song PLUS, BYD's Han, Tang, and Seal have also become sales aces with monthly sales easily exceeding 10,000 yuan, and at the same time, they have also penetrated the 200,000 yuan ceiling, which is the traditional meaning of the Chinese brand, to further increase the average price per unit and the premium ability.

Whether it is its own sales structure, or the threat of BYD, the market dividend, are forcing Geely to "look up" Galaxy.

Multi-brand cut and dried?

Before and after the release of the Galaxy, many people wondered why Geely launched so many series and brands, making it easy for consumers to get confused. There's no doubt that Geely is the Chinese automaker with the most brands in hand at the moment, but those brands don't work too well in the new energy space.

In the past year, the Geely brand has launched the Xingyue L Thor Hi-F, the Xingyue L extended-range electric version, and the Dihao L Hi-P, all of which have not sold as well as expected, and have not yet been able to shoulder the burden of being the mainstay of the market.

Geometry and Krypton will only gradually take off in 2022, with the former relying on C-suite users and the latter still to continue to explode. And Link was taken away from the EV lineup by Extreme Krypton, and the conversion of oil cars to hybrids didn't go particularly well.

In a period of rapid growth for new energy vehicles, Geely's lack of a breakout model to drive soaring sales, and the failure of its multi-brand strategy that simply divides the company into energy forms, are two of the main sticking points for the automaker right now.

After the release of the Galaxy Series, Geely has also taken the opportunity to sort out a new matrix:

1. Geely branding to return to the Geely brand, focusing on a mass-market, pure-electric lineup of products under 150,000 yuan;

2. China Star, China Star, Bo Series, Color Series, and Dihao Series will form the "Jixing" product series, which is responsible for stabilizing the existing basic advantages;

3. Galaxy Series focuses on the middle and high-end new energy market of 150,000-300,000 yuan, and develops a new market segment.

So far, Geely's brand matrix is relatively clear up, in the 300,000 yuan below the popular Geely brand, the youthful Link brand under the hood, 300,000 yuan above the pole Kryptonite, Volvo to undertake, and then up there are the main overseas market and the luxury level of Polaris, Lutus.

This has led to a series of problems such as overlapping selling points, complex product lines, and dispersal of resources. As an example, the Galaxy and the Link, which also focuses on the 150,000-300,000 yuan price band, and also offers a plug-in hybrid version, are destined to overlap.

How can the group avoid internal conflict and reduce coordination difficulties? How to help build consumer awareness? These are the first questions to be addressed after the Galaxy lineup is established.

Reclaiming the "independent brother"

As early as 2015, Geely put forward the "blue action", the goal of the new energy sales in 2020 accounted for 90% of the overall, of which hybrid accounted for 65%, pure electric accounted for 35%. 65%, pure electric accounted for 35%.

In the early stages of the goal, Geely launched several "oil to electricity" models, but did not succeed in opening the market until 2020 to invest 18 billion yuan to build the SEA Vast Architecture as well as the release of the 2021 Thor power to rekindle new hope.

By 2022, Geely's new-energy vehicle penetration rate will reach only 27.9 percent, a far cry from the original target set by the Blue Initiative. In 2021, Geely put forward its "Smart Geely 2025" strategy, stating that in 2025, it plans to achieve a total sales volume of 3.65 million vehicles, of which 900,000 will be new energy vehicles.

But in 2022, BYD to more than 1.86 million new energy vehicle sales, won the "independent brother" and new energy dominant title, new energy overall sales of five times more than Geely. The Qin PLUS can almost surpass Geely's entire group's new energy vehicle sales on its own.

Clearly, Geely has completely turned into a follower in the new-energy arena, and it was caught off guard by all this.

With poor sales of new-energy vehicles comes a chain reaction of declining profitability. On the one hand, SEA architecture and other technology initial research and development costs are huge, on the other hand, many brands failed to achieve rapid large-scale volume, slow blood production results, resulting in 2018-2021 Geely Automobile's net profit from 12.55 billion continued to fall sharply to 4.847 billion.

Next, whether Geely can reclaim the title of "independent brother" by virtue of the Galaxy, to complete the Jedi comeback is particularly important.

Writing in the end

It's not difficult to simply launch a new brand or a new series, just burning money to hold a launch event. The difficulty lies in how to successfully establish a new brand perception and value perception through the operation of a new brand or new product sequence, so as to pry the sales of the entire Geely Group. Fortunately, Geely does not lack experience.

What's more valuable is that Geely has the advantage of capital operation and vision of the pattern, compared with the creation of a new Galaxy series, I admire Geely's boldness to break into methanol cars, satellites and other off-the-beaten-path tracks.

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