“躋身自主第一陣營”，這是一汽奔騰董事長、黨委書記楊虓在今年年初的一次內部會議上提出的目標。從銷量上來看，一汽奔騰與這一目標仍有距離。今年前兩個月，一汽奔騰累計銷量2.37萬輛，同比增長46%。
為了達到這一目標，一汽奔騰試圖從新能源市場找到突破口。3月27日，一汽奔騰推出了全新新能源序列悅意，並計劃在未來兩年陸續推出6款新能源產品。作為悅意序列的首款車型，純電SUV悅意03已上市，限時優惠價9.29萬元起售。
當前，悅意03所在的緊湊級純電SUV市場競爭激烈。前有比亞迪元PLUS，後有吉利銀河E5。在這類主打家庭代步的車型上，價格是消費者選車的重要影響因素。為了與對手相競爭，悅意03上市就開出“低價”——悅意03的445km續航版車型，原售價9.29萬元，若用舊車置換，價格將低至8.79萬元。
不足9萬元的起售價，暴露出了悅意03想要用價格快速出圈的意圖。從一汽奔騰近兩年的發展來看，起售價不到2.5萬元的奔騰小馬之所以能快速上量，價格也是不得不提的重要原因。有分析認為，對當下的一汽奔騰而言，需要借悅意03這樣的10萬元級產品快速重回主流視野。
從悅意序列的產品規劃來看，其接下來要推出的車型將被分為E/P/R三個產品矩陣，涵蓋A0~B級。其中，E系產品包括了悅意03等車型；P系產品是悅意的超級電混產品矩陣；R系產品則定位旗艦級。從目前一汽奔騰對外披露的資訊來看，R系列首款車型為悅意08，計劃於今年4月的上海車展亮相。
Prior to the launch of the Yueyi sequence, FAW Besturn had released new technologies independently developed such as the Yueying platform, daily power, and Ruyi cockpit. Among them, the "Yueying Platform" is based on five major technical bases such as Chaoguang architecture and Xingchi chassis; "Daily power" covers three major technical routes: pure electric, hybrid, and extended range. In addition, FAW Besturn has cooperated with Huawei, Horizon and other companies to develop smart driving, which has the ability to go from parking space to parking space and L3 autonomous driving.
Judging from the product and technical planning of FAW Besturn for Yueyi Series, it is more like building it as an independent brand. On 27/0, the relevant person in charge of FAW Besturn responded to the reporter of "Daily Economic News": "Yueyi is currently a sequence, and it will be adjusted according to market demand in the future, and there are various possibilities." ”
According to the current brand architecture of China FAW, Hongqi, Pentium, and Jiefang are the three pillars of the independent sector. Among them, Hongqi is oriented to the luxury car market, Besturn is mainly focused on the mass market, and Jiefang is mainly focused on the commercial vehicle business. Compared with the rapid growth of FAW Hongqi's sales, FAW Besturn is still in a state that needs to be boosted. For the current FAW Besturn, opening the new energy vehicle market as soon as possible through the Yueyi sequence will be the key to its next sales growth.
National Business Daily