On August 28th, on the eve of the Chengdu Motor Show, Kaiyi Automobile, which received much attention, held a brand launch conference to announce the official establishment of the Kaiyi brand.
Kaiyi Automobile is an automobile enterprise jointly established by the commercial vehicle company under the Chery Holding Group and Jiangbei Development Company and Wuhu Construction Investment Co., Ltd., which is not integrated with automobile R&D, brand marketing and service. It was established in January 2014 and registered. The capital is 2 billion yuan.
At the meeting, Zheng Weirui, general manager of Kaiyi Automobile, said: "Kayi's goal is to become an innovative Internet car company, and will be committed to building a smart connected car that young people love."
Under the guidance of the platform strategy and the strategy of creating a fine model, Kaiyi's first-generation products set a “5+1†product plan, mainly including six models. These 6 models include an A0 SUV, an A-class SUV, a MPV, a CROSS based on SUV and MPV, a Class A car and an A0-class sedan. , create a boutique.
It is reported that Kaiyi's first product is an A0-class automatic car with a price of 50,000 yuan, which will be listed at the end of this year. According to Zheng Zhaorui, this car contains fewer Kaiyi genes, and its purpose of listing is to make a break between the marketing team and the dealers. The key point for Kaiyi to build is still SUV, CROSS and MPV. From the end of next year to June of the following year, Kaiyi will launch an A0 SUV and an A-class SUV.
In terms of production, Kaiyi will adopt the commissioned OEM and leasing model implemented by most mobile phone companies to realize the operation of light assets. Light asset operation refers to focusing on resources, focusing on core areas such as R&D and brand marketing, achieving the goal of responding quickly to market demands and achieving low-cost operations. In the past, one of the hallmarks of the automaker's main engine factory was to have the engine production line and the four major process plants of stamping, welding, painting and final assembly. The investment of these factories is billions or even billions. The automobile has become a heavily invested industry. The high threshold has affected the innovation and development of the automotive industry. Moreover, after more than a decade of rapid growth, the Chinese auto industry has accumulated a large amount of production capacity, making the Kaiyi light asset operation mode possible.
For product development, Kaiyi will adopt a research and development model combining intelligent research and development, joint innovation and consumer participation. The so-called intelligent research and development, that is, through the platform of modularization, standardization and generalization, enhance the general level of components and gradually reduce the product development cycle. Joint innovation refers to the development of a smart interconnect system based on future products through the establishment of a “joint laboratory†with Internet companies. It is reported that Kaiyi has already negotiated strategic cooperation with many well-known Internet companies in China to jointly develop smart connected car systems. In addition, Kaiyi will try to engage consumers in research and development for the first time in the automotive industry. Zheng Zhaorui said that the demand for products will be the principle and direction of enterprise R&D. Kaiyi will jointly develop with consumers.
In terms of sales channels, Kay Wing will also try to innovate. At present, due to the impact of e-commerce and the unsustainable mode of traditional 4S shop operation, Kaiyi will actively explore new sales models that match the Internet and physical stores. In the future, consumers will not have to go to 4S stores to achieve online. All aspects of car selection, on-site door-to-door experience, online car purchase, etc., to meet consumers' needs for more convenient car purchases in the connected era.
Recently, SAIC and Alibaba Group signed the "Internet Car" strategic cooperation agreement. BAIC and LeEco also discussed cross-domain strategic cooperation. Almost overnight, major auto companies have been involved in the Internet car whirlpool. At the press conference, Zheng Zhaorui also said that Kaiyi will firmly choose smart interconnection, and will create three aspects in the future, one is fashion dynamic style and interior; the second is mature and reliable chassis and power; the third is in smart interconnection technology. A breakthrough.
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