Baojun's all-new compact SUV, Baojun Yunhai, was officially launched in September, with a total of four models and a limited-time pre-purchase price of 109,800-133,800 yuan.
In the past two years, the voice of Baojun Automobile has been less, and the appearance of the sea of clouds has also brought a certain amount of heat to Baojun.
The difference between the new car and the Starlight S
Yunhai is the first Baojun model based on the Tianyu architecture, in terms of appearance, the line design of the new car is very similar to the Xingguang S, which is biased towards streamlined lines, but the headlights adopt an integrated design, rather than the split headlights of the Xingguang S.
In terms of body size, its length, width and height are 4590×1880×1608mm, and the wheelbase is 2750mm; In comparison, the body size of the Wuling Starlight S is 4745×1890×1680mm and the wheelbase is 2800mm. It can be seen that the two cars are still differentiated in size, and the household attributes of Yunhai will be slightly weaker.
In terms of interior, Yunhai is very similar to Starlight S, but it is different in details. The interior of the car is equipped with 8.8+15.6-inch dual screens as standard, and the central control screen has a built-in Ling OS system of the same style as the Starlight S. And apart from the multi-function buttons on the steering wheel, there are hardly any other physical buttons.
The biggest highlight of the new car, and the biggest difference from the Starlight S, is the intelligent driving part. All Baojun Yunhai models are equipped with the Osmo Smart Driving 2.0 Max intelligent driving system as standard, which is jointly built by Baojun Automobile and Zhuoyu Technology (formerly DJI Automotive).
Instead of using costly lidar, Yunhai adopted a visual approach. However, from the perspective of functionality, it can not only achieve high-speed/expressway intelligent pilot assisted driving, but also has the ability of urban road memory pilot assisted driving, and has an intelligent parking system with the ability to park in/park.
The power part, Baojun Yunhai has plug-in and pure electric, plug-in hybrid models use a combination of 1.5L engine + single motor, the maximum power of the engine is 106 horsepower, and the maximum power of the electric motor is 204 horsepower. The pure electric model is matched with a front-mounted single motor with a maximum power of 204 horsepower, and the power system is completely the same as that of the Starlight S.
The plug-in hybrid version has a pure electric range of 60 and 140 kilometers in the CLTC mode, and the pure electric version has a range of 500 and 600 kilometers in the CLTC mode. Compared with the maximum range of 510 kilometers of Starlight S, the range of Baojun Yunhai is better.
What is the market situation of Baojun Automobile?
Speaking of Baojun, many people will think of Baojun 560, Baojun 510, Baojun 730, Baojun 310 these models, at that time when many families need to buy the first car, the price is only tens of thousands of yuan, and the quality is reliable and the space is large Baojun, but also has become the first choice for many people with a low budget to buy a car.
However, the digital series mentioned above was a few years ago, and when it comes to Baojun in the past two years, many people can't remember the new cars launched by Baojun.
This can also be glimpsed from the sales aspect, Baojun's peak sales should be 2016-2019, those years are the high incidence of family car purchases, and Baojun with high cost performance, monthly sales have repeatedly exceeded 100,000 units.
Among them, in December 2017, Baojun sold more than 140,000 units in a single month, you must know that at that time, Baojun only had 5 models on sale, and 4 of them sold more than 10,000 units per month, and the highest sales volume of Baojun 730 reached 50,000 units.
However, since 2020, Baojun's sales have begun to shrink significantly, and monthly sales have fallen to more than 10,000 units. By 2021, Baojun's monthly sales were mostly below 10,000 units. Since the beginning of this year, Baojun has only sold more than 1,000 units in March and April, and only 4,722 units have been sold in August.
From the point of view of reasons, the main reason for the decline in Baojun's sales is the saturation of the low-end market, such as Wuling Hongguang, Geely Emgrand, Changan CS35 and other entry-level models, sales are far less than that year.
Another major reason is the failure of Baojun's high-end and electrified transformation. For example, the RS-5, RS-7, RC-6, RM-5 and other so-called high-end models launched at the beginning of the transformation have vague positioning and lack some competitiveness in product power. After Hongguang MINIEV exploded, Baojun also launched pure electric mini cars such as Baojun KiWi EV and Yueye, but due to the personality of the styling and the high price, the sales of these did not meet expectations.
Can the sea of clouds save Baojun's sales?
Before the launch of Yunhai, Baojun no longer had a model that could go to volume, so Yunhai also took on the task of boosting brand sales. From the perspective of positioning, although Yunhai and Starlight S belong to the same platform products, the two cars have also made certain differences.
Starlight S focuses on large family space, adding comfort configurations such as rear seat heating, rear backrest adjustment, and electric trunk, and the home attributes are more excellent. Yunhai focuses on intelligent driving, becoming the only model in the same class with urban areas and high-speed pilot intelligent driving.
From the point of view of cost performance, Baojun Yunhai did give good sincerity, the price is only 10,000 yuan more expensive than XingguangS, and the starting price of 109,800 yuan is also similar to Song Pro, Galaxy L7. Relying on the only high-end intelligent driving in the same class, Baojun Yunhai has set more than 6,000 units in 3 hours, which is also a good result.
Celebrities believe that compared with the so-called personalized and refined models launched by Baojun in the first two years, Baojun Yunhai's positioning is obviously much more down-to-earth, and its product strength is also more in line with the needs of family users and young people. The big coffee predicts that the monthly sales of thousands of new cars in the future should not be a big problem, and it is expected to become a turning point in Baojun's sales.
The big coffee summarizes
In the past two years, we have seen the decline of many old car companies, which also proves that only by continuing to build good cars will consumers pay.
Baojun obviously also has a sense of crisis, Baojun Yunhai is relatively competitive in terms of pricing and product strength, and we also look forward to the follow-up launch of Baojun Yunguang, which can give us greater surprises.