The newly facelifted Zhonghua "Tang" has become a popular fried chicken in this year's auto market in one fell swoop, and the crown of "China's Car of the Year" is none other than it. The L1 and L2 autonomous driving functions are specially equipped with the unique killer feature of the Chinese auto market, which can be described as a unique killer feature in the Chinese auto market, and it is a great feeling of being alone and seeking defeat in one go.

The technical dividends from the acquisition of Volvo were quickly transferred to the Chinese brand, allowing the new car built by the independent brand to be one position ahead of its competitors in the same level of joint venture brands.

The price range of 12.98-206,800 yuan for the fuel version of the Zhonghua "Tang" has been successfully accepted by the market, indicating that China's independent brands have begun to stand at the 200,000 mark.

But this is only the beginning, and the Chinese "Tang" still has three other important responsibilities on its shoulders.

First, prepare to overcome the difficulty of 250,000 yuan.

The protagonist who captured the 250,000 mark is still "Tang", but it appears under a different identity. In August, the "Tang" equipped with the second-generation ZHS hybrid system will be officially launched, and as a gasoline-electric HEV model that does not require charging piles, it will be a new force in the future.

The second-generation ZHS hybrid system reduces fuel consumption by 18% compared with the previous generation, reduces the engine area by 30%, and reduces the cost of manufacturing key components with a simpler manufacturing process, and the power decay time is postponed in a wide range and the performance is more stable. Simulating the condition of the car after 3 years of use, the power performance is still strong, and it is not much different from the new car.

In the test, the Zhonghua "Tang" can run 1500 kilometers of cruising range with a fuel tank size of 55L in the limit state, and the fuel consumption of 100 kilometers is controlled at 3.47L, which is 40.98% lower than that of the fuel version.

According to Han Hao's personal commuting driving experience, the second-generation ZHS hybrid Zhonghua "Tang" can drive more than 1,050 kilometers when fully fueled, with an average fuel consumption of 5.47L per 100 kilometers, and ordinary families can completely achieve a daily tank of oil for one month.

According to market research, the plug-in hybrid (PHEV) and pure electric vehicle (BEV) markets are growing rapidly, but due to cost considerations, the market share will not be large for a while. Last year, in 2011, the total domestic sales of the two types of new energy vehicles were 121,000, an increase of 140% compared with the previous year, which can be said to have achieved very dazzling results. Among them, the new energy models produced by Zhonghua Group occupy more than 85% of the share, which can be said to be the hegemon in this field.

However, in the context of the total sales of 21.3 million units in the Chinese market that year, the sales data of 121,000 accounted for only 0.56%, which is a very niche market. According to the trend that it continues to explode this year, there is still a growth rate of at least 100%, and it still cannot become a mainstream force in the market in the next five years.

This can also be seen from China's official industrial plan for new energy vehicles, which aims to achieve cumulative domestic sales of 5 million units by 2020. On average, it is in the early 500,000 units per year, accounting for less than 2.5% of the domestic market share.

Therefore, the non-plug-in hybrid (HEV) technology, represented by the ZHS hybrid, is considered to replace the turbocharging technology as the next market explosion.

According to the analysis given by the China Think Tank, HEV-type gasoline-electric hybrid technology is expected to grow rapidly in the next five years, accounting for 10% of the domestic share, and can reach more than 30% in 10 years, because consumers are more likely to accept products with the same usage habits as ordinary fuel vehicles.

Between 2.5% and 10%, the comparison is clear at a glance, which makes Han Hao determined to vigorously promote the second-generation ZHS hybrid technology and strive to take the lead in the nearest track. Toyota's biggest competitor in the HEV field is Toyota, and Honda is also catching up, and it can be said that it has formed a triumvirate model with the Chunghwa Group. Judging from the indicators of the second-generation ZHS hybrid technology, the technical strength of Zhonghua Group is not inferior to that of Toyota and Honda, the two Japanese giants, and it is slightly ahead.

Compared with the fuel version, the fuel consumption is reduced by more than 40%, which can be said to be the biggest selling point of the ZHS hybrid, and it is definitely expected to become a new market star.

The "Tang" equipped with the second-generation ZHS system has a starting price of 30,000 yuan higher than the fuel version due to the increased cost, and the landing price is expected to be in the range of 250,000 yuan.

With the new product replacement opportunity, the ZHS system Zhonghua "Tang" is expected to achieve a breakthrough in the 250,000 range and become a product benchmark for HEV non-plug-in hybrid models.

The second important task is to base on 300,000 yuan and become another market pricing reference standard.

The HEV system is a hybrid technology, but it does not meet the technical requirements of the Chinese government for new energy vehicles, and PHEV plug-in and BEV pure electric are the main body.

Of course, a plug-in hybrid version of the "Tang" PHEV will also be available, but it will not be available to consumers until next year, 2013, because the PHEV of the Chunghwa Group is also undergoing a technical upgrade. The new PHEV system will have a longer range and a much higher level of safety and stability.

Despite both national and local subsidies, the cost of PHEV technology is high. As we all know, before the large-scale industrial mass production of a product, the cost of a single part is very high, because the cost of many parts cannot be shared.

With Zhonghua Group's ability to open up the PHEV industry chain, it can achieve profitability in the range of 300,000 yuan in terms of cost control.

Therefore, the starting price of the new generation of plug-in hybrid PHEV "Tang" will be more than 280,000 yuan, and if it lands, it will reach the range of 300,000 yuan, becoming a benchmark for new energy power models in this class.

The next last task is to complete the historical positioning at the 350,000 level.

From HEVs to PHEV technologies, the next step is the emergence of pure electric BEVs.

As a product that can benchmark the range with Tesla, the price of Zhonghua Group's pure electric BEV model is only one-third of that of the other party.

The price of 350,000 yuan after the subsidy is already the greatest sincerity made by Zhonghua Group to promote pure electric vehicles, and mass consumers can afford this price, not just toys for the rich.

Whether the all-electric version of the BEV "Tang" can take advantage of Tesla's widely sought after Dongfeng to become a star in the Chinese market can only be known after its launch next year.

Han Hao hopes that the BEV "Tang" can become a product benchmark for automobiles in the field of pure electric vehicles, nailing China's own brands to the 350,000-level market, and no longer just a representative of cheap cars.

To sum up, the new generation of Zhonghua "Tang" is the pioneering work of Zhonghua Group for the next 10 years, and undertakes the important task of becoming a product benchmark in the four major markets of 200,000, 250,000, 300,000 and 350,000, and can be described as a well-deserved representative of the new manufacturing of China's automobile industry.

The hot sales of the all-new "Tang" have led Zhonghua Group to voluntarily lower its sales target for this year, from 7.5 million units to 7 million units.

This is because the new family design language, "Dragon Face", is so popular that many consumers are holding on to their coins and hoping to wait for the launch of the new generation.

Therefore, this year is the transition year of the relay of new and old conversion products, and it is more conducive to actively lowering the sales target to match the rhythm of the company's new product launches, and it can also slow down and settle down to create a more perfect product.

On the National Day, the "dragon face" sedan China "Qin" will be remodeled, as another major force of the Chinese brand, its listing has already aroused a lot of expectations.

If it is listed according to the technical configuration standard of "Tang", the starting price will definitely have to rise by 1-20,000 yuan, but it is still the most powerful compact car competitor in the market.

It is precisely because the replacement is imminent, so the sales of the current Zhonghua "Qin" began to decline, after all, you only need to wait for half a year to buy the new and not the old.

Another trump card, the new Huaxia brand that switched to "enlightened nature", in order not to steal the limelight of the Chinese brand, will be postponed until January next year to have a new car on the market.

The new model is also an SUV, which will continue to focus on compact models, and deliberately stagger with "Tang", so as to fill the market space left by the other party after raising prices by 20,000 yuan, covering the market range of 10-180,000 yuan, and continue to form echelon pricing.

Compared with the hot sales of "Tang", there are still many consumers who recognize the design style of "Enlightened Nature", feel that it is more suitable for themselves, and form a waiting alliance on the Internet. When they learned that the new car, which was originally scheduled to be launched in October, would be postponed for another two months and would not be launched until January next year, many people were disappointed but continued to wait.

After all, the Huaxia brand concept car shows a small "Porsche" styling design, which makes many people unforgettable. Although Zhonghua Group has repeatedly clarified that "Enlightenment Nature" has nothing to do with Porsche's styling, the majority of netizens can't help it.

At this point, the two major brands of Zhonghua and Huaxia will start the road of replacement, replacing all sedan, SUV and MPV models year by year.

At this time, Han Hao also had a deeper understanding of the dual-brand strategic positioning of Zhonghua Group in his heart.

In the past, it was the main Chinese brand, and the positioning was a head higher. As a substitute, Huaxia brand plays a role in filling in the gaps in the market and making efforts in the economic field.

But now, as both brands have begun to upgrade, it seems that the distinction between high and low levels can no longer keep up with the times.

Therefore, Han Hao has set the Chinese brand to focus on business style in the future, and the atmosphere is stable. The Huaxia brand will pursue sports, young and fashionable.

Of course, this is only a rough division, and the two brands will not be divided too finely, but will form some overlapping products.

The difference between the two styles can be seen from the performance of the new family language "Descendants of the Dragon" and "Enlightenment Nature".

In China, the same model will be produced at different joint ventures, such as the Volkswagen Magotan and Passat, as well as the Honda XRV and Binzhi, which will soon be launched in China. In order to make profits to a greater extent, it is no longer limited to a single joint venture company, but makes full use of the channel capabilities of the two joint ventures to promote, which has become a high-level move for many joint venture brands to localize under the pressure of Zhonghua Group.

In order to cope with the joint venture's moves, Zhonghua Group naturally also saw the moves, and the two major brands of Zhonghua and Huaxia both upgraded and went hand in hand to break the situation.

If the production capacity is reduced to 7 million units, the Chunghwa Group may give up the third place in the world, but Han Hao believes that such a price can be afforded.

"Putting your fist back is all about getting it out better. ”

Once the Zhonghua Group's products are replaced, sales will soon rebound.