I don't know when it started, and the once niche MPV track has become more and more lively. Following the "land high-speed rail", there is another model that does not go the ordinary way, it is the just-released LEVC Yizhen L380, known as the "land Airbus", which is the first model launched by the refreshed LEVC Yizhen Automobile, and it is also a pure electric MPV.
In fact, although public information shows that LEVC was founded in 1908 and has a history of more than 100 years, this British car brand that started as a taxi is not well known to Chinese consumers. The editor of "Caiquan Society & Daoge Says Che" noticed that on the day of the launch of Yizhen L380, almost all the executives of Geely's brother brands were present, and it can be seen that Geely Group still attaches great importance to this car brand that consumers feel "unfamiliar". So, as another car brand under the Geely Group, how important does LEVC play in Geely's automobile map?
Create a new blue ocean of space categories
In the past year, more than 20 new cars have been launched in the domestic MPV market, and the pure electric MPV has become a "twist". It can be said that Yizhen L380 entered the game at this time, and the challenge is not small. However, according to Nan Shengliang, global CEO of LEVC, with the development of intelligent electrification technology, the replacement trend of MPV models for multi-seat urban SUVs will become stronger and stronger. In addition, in the past two years, the penetration rate of the new energy market of MPVs has hovered around 10%, which is far lower than the penetration rate of the overall new energy market of nearly 50%. This means that the incremental space of new energy MPV is huge.
Specific to the LEVC L380 car, large space MPV, luxury and comfortable MPV, MPV with a sense of science and technology of the times, MPV that can solve the user's anxiety about battery life, 4 rows and 8 seats, MPV that can change the use scene, these labels are not only scarce in the Chinese MPV market, but also in overseas. The emergence of LEVC L380 just completes the above "scarcity".
It is worth mentioning that among the many "scarcities", "large space" is undoubtedly the biggest product feature of Yizhen L380. "The industry often says that the first half is electrified and the second half is intelligent, but in my opinion, the first half of MPV focuses on spatialization, and the second half is scenario-based." In fact, at the beginning of the press conference, Nan Shengliang set the tone for the entry of his new MPV.
As a latecomer,L380It seems that it has entered the second half of the MPV competition,In the official view,Return to the second half of the MPV The essence of the scene is also space,Nan Shengliang said,With the rise of the proportion of domestic multi-child families and the change of travel life scenes,The car is no longer as simple as a point-to-point means of transportation,Traditional fuel MPV three-row space is small、Inconvenient to get on and off the car、Poor seat comfort、UIThe design is not beautiful and many other drawbacks have been gradually amplified,It has been unable to match the needs of user space。 Therefore, LEVC leveraged Geely Group's resources to create the first space-oriented all-electric architecture "SOA", based on which the new car L380 was launched. As the "Land Airbus" was repeatedly mentioned at the press conference, the flexible and wealthy interior space is the biggest selling point of the L380.
Build from a 0-1 idea!
As a leader among independent car companies, Geely Automobile has achieved amazing results in the field of sedans and SUVs, but it seems that it is still so far behind in the MPV field. It is precisely because of this "missing" that LEVC has found its own development positioning among the many brands of the group. "The MPV can have a few more cars." Nan Shengliang said that from a strategic point of view, Geely's share in the MPV market is far lower than that of Geely cars, SUVs and even the average market share, and the emergence of Yizhen is shouldering the responsibility of Geely to increase the market share of MPV.
Although Geely MPV already has predecessors such as Extreme Krypton 009, Yizhen L380 has not taken away a piece of its brother's pie. In the official view, Zeekrypton takes the route of science and technology and family, while Yizhen takes the route of space and business, and the two do not conflict. From the perspective of product line expansion and market layout, the launch of LEVC L380 is an important measure for Geely Group to further expand its product line. The LEVC L380, which is positioned as a mid-to-large MPV, not only enriches Geely Group's product lineup, but also further strengthens Geely's position in the new energy MPV market.
Interestingly, although the history of LEVC can be traced back to 1908, the brand awareness in China is low. Therefore, Nan Shengliang believes that it must be built from the idea of 0-1 and treated as a new power brand, and for this reason, when he was in charge of the brand, he did not study it according to a mature enterprise, but studied its development according to a start-up. It is precisely because of the low brand competitiveness that LEVC also focuses on products, hoping to achieve sustainable development with products that meet the needs of users, so it does not regard market share or sales planning as a very strong KPI, but does a good job of products and services to meet user needs to increase market share.
It is worth noting that although the official research of this century-old car brand is regarded as a start-up, it is not without inheritance in product creation. More than 100 years ago, LEVC Yizhen, which started as a taxi, has been studying how the space of vehicles has changed, and the renovated LEVC Yizhen has also continued to inherit and evolve along the core concept.