Car cloud network 2021-08-31 15:40:22 阅读数:278
In traditional Chinese mythology , There is a green dragon that we are relatively familiar with 、 white tiger 、 rosefinch 、 The mysterious beasts of the four sides , Also have 《 And seas 》 Gluttonous 、 chaos 、 Baize 、 Taowu 、 Meng Ji 、 Dijiang 、 Zhong Shanshen and many other monsters , It also reminds people of many divine animal characters in the game . Such a name , No one expected to appear on Harvard's new car .
From Harvard, who first appeared at the Shanghai Auto Show XY Up to now, the concept car has been mass produced , Can give it “ Mythical Animals ” The name , Nature means this car is unusual , And it's true . If we have been familiar with the naming style of Harvard, including the Great Wall group , It's amazing to get close to this car . Why is it called 、 What does the name mean to this car 、 What is its value to Harvard ？ This series of questions are believed to be questions that may appear in the hearts of consumers .
The beast is to Harvard
“ New technology flagship ”, This is Harvard's positioning of the divine beast , Moreover, it can be seen that Harvard intends to innovate, break through and even slightly radical product ideas .
It's no surprise , Because the name contains a “ god ” word . Since it is God , That's different from the general public , There must be a lot of excellence in yourself , So the positioning is very high , It's technology “ The flagship ”. Harvard officials are also right “ god ” Gives meaning to curiosity and imagination , Shoulder the brand upward 、 Quality up 、 Chaozhi's upward task . and “ The beast ”, In fact, it's a word we didn't think of , After all, it is more or less frightening . For this word , And “ god ” relative , The meaning given by Harvard is action and creativity , Together, it forms the connotation of the car's name .
As for why we chose the word "divine beast" in the first place , Harvard's own explanation , It originated from a childhood heroic dream , With the development of Chinese culture , I hope to show my invincible strength and determination in my dream through divine beasts . The bread here contains some longing and longing , That's what Harvard looks forward to in the future , Show its foresight through scientific and technological attributes , So it's new “ Technology ” The flagship .
therefore , The beast for Harvard , It is aimed at young users 、 High end products focusing on scientific and technological intelligence , In official terms, it is to meet the younger consumers 、 Individualization 、 compact 、 Intelligent vehicle demand , The size is still compact SUV. obviously , This will be the benchmark product of Harvard brand in a certain period of time in the future , Integrating all kinds of latest technologies in Dacheng , Must also have high hopes for the divine beast .
The beast is to us
So about the capital of the flagship model , First of all, it highly restores the design of the concept car , The design is refreshing enough . The long and narrow matrix light strip at the front of the car 、 Large area satellite orbit air inlet grille 、γ Ray style tail lamp shape , Let it be the same as Harvard's previous H system 、F system , Even compared with the new car under the latest naming system this year , Obviously, they have a more sense of design and future . The officially announced concept is innovation “ Super space-time sharp Aesthetics ”, appearance “ Time and space hunting ”、 interior “ Time and space guard ”, Integrate science fiction and romantic imagination into product design .
secondly , Harper beast is made of lemon + Coffee is built under intelligent dual platforms , Have a strong technical foundation . With the technical blessing of the Great Wall lemon platform , The Harper beast carried 1.5GDIT High power engine 、2.0T New high efficiency engine , Match the third generation of great wall wet clutch 7 Speed gearbox , In addition to these two traditional powertrain , Also added HEV、PHEV Two hybrid models ; The coffee platform provides 100% All digital intelligent cockpit and multi scene auxiliary driving system , And support the whole vehicle FOTA upgrade . It can be said that the starting point is not low .
The car is equipped with 12.3 Inch full LCD Meter +14.6 Inch large central control screen +25 Inches of super large area HUD,A A camera with face recognition function is designed on the column , The whole central control except the engine start button 、 There are almost no physical buttons outside the double flash , It also uses a retaining design , It is the most thorough way to create a sense of science and technology in Harvard models at present . Using snapdragon 8155 The car machine of the chip has excellent fluency and response on the large screen ,UI Design is easy to use , In line with our familiar operating habits , It is also very comprehensive in function coverage and personalization , A short experience has few drawbacks , It is also Harvard's best vehicle engine system at present , It can be seen that Harvard has made some efforts , The smart cockpit is no worse than the new forces .
besides , Harvard also equipped the beast with 17 Satellite radar 、9 A camera assisted driving system , Mainly around six scenes ：
- Explore progress ： Assist in driving forward on the narrow road ahead
- HWA High speed assisted driving ： Radar maximum detection range 180 rice 、 The camera detects the farthest 220 rice
- Intelligent Cornering ： When cruising, reduce the speed intelligently according to the road conditions ahead
- 50 Meters follow the back ： Remember the last driving 50 Mi Yuanlu returns to
- Intelligent parking ： rely on 5G T-Box And camera to achieve radar vision fusion parking 、 Point to point memory parking 、AVP Valet parking multiple modes
- Remote call / Manipulation ： By mobile phone APP Remote control
It can be said that facing consumers , Haval beast is designed from inside and outside 、 Technology configuration 、 The core technology is the highest specification , It has all the functions in every aspect , It's definitely a refreshing model .
The beast is to the market
See here , The product power of divine beast is absolutely strong , From the powertrain 、 Smart cockpit 、 Auxiliary driving is of great strength . But the card of technology intelligence seems a little familiar .
such as , Before the divine beast, it also looked like the Harvard red rabbit, the flagship product of intelligence . In ability , Obviously, the most advanced animals in all aspects are better , But people feel that the basic way is the same , Perhaps the most intuitive feeling of consumers only comes from the appearance and interior design . As a flagship model , It seems that the personality given by divine beasts is not bright enough , Just the deepening of degree and ability , The product differentiation is not obvious enough . And if the beast depends on “ It also focuses on technology, but I am the flagship brand with stronger ability ” Words , There seems to be a little contradiction in the logic of the audience .
From the current product positioning , The name of the beast will certainly attract many gamers , But these people are generally younger , Even students , More mature user groups are not necessarily right “ Mythical Animals ” The word cold , It doesn't seem stable enough . At present, the official target users are also “ Insight into paying attention to beauty 、 Prefer social 、 Creative drive 、 Pursuing the spirit of geek Z Generations of people ”, That is to say 95 After the ,26 People under the age of .
But on the other hand , The flagship positioning of the divine beast and the current rumored expectation 13 The price from 10000 , It is not suitable to face the so-called... Who is almost the youngest among the consumer groups “Z generation ” This part of , Nor is it the role of young people's first car in the product matrix . therefore , It is more important to focus on which audience and market segment . If the budget for being interested in divine beasts is limited , Affordable without much resonance , It's a little awkward .
And look horizontally , The first competitor that people think of is Geely star Yue L、 changan UNI-K 了 . The more stars L It gives people the traditional impression of discipline, upgrading and innovation , changan UNI-K A bold breakthrough in design has attracted a lot of attention . In addition to the product power itself , The image of the divine beast is more out of the circle , If we can make good use of this , There is a certain cross-border linkage in marketing , For example, cooperate with some games 、 Some museums have cultural and creative cooperation , Learn from some tanks and WEY Brand experience , Naturally, more attention will be paid .
Summary of Che Yun
In terms of product power , Haver beast is excellent , Both horizontal and vertical have strong competitiveness , Even some subversive , But as for where the beast will go in the future , The idea should be more clear . But there is no doubt that , Haval beast will certainly represent the image of Haval's high-end products in the future , Lead the upgrading and change of products within the brand , As for whether we can become... As some people say “ A new generation H6” Market inspection is also required , We also have a lot of expectations for it .
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