At present, the competition in the high-end pure electric car market has become fierce. The sub-market that used to be dominated by Tesla Model 3 and BYD Han EV is now being divided by new players such as Zhiji S7, Geely Galaxy E8, and Jike 007. In order to have a place in this game, it still depends on strength in the end. Although the competition is intense, the pace of car companies launching new cars has not stopped. On December 20th, the large and medium-sized pure electric car Star Era ES was officially launched, with 5 models priced at 22.58-33.98 million yuan. In terms of product selling points, Star Era ES is positioned as “super comfortable”, equipped with Star River AI cockpit, cloud platform chassis, and a range of 905km. Its main consumer group is the technology middle-class family, bringing them a full-dimensional super comfortable riding experience. In the future, this car will move from the domestic market to Europe and even the global market. However, the competition in the domestic high-end pure electric car market is very fierce. Many car companies are laying out in this sub-market. So, facing many powerful competitors, does Star Era ES still have a chance to win? What kind of support will it bring to Chery New Energy’s transformation? By providing a “super comfortable” experience, it meets the high-quality travel needs of users. In the current fast-paced era, Star Era ES meets the demand for “super comfort”.
Unlike other brands, Xingjiyuan ES focuses on “super comfort”, but it has a new interpretation of comfort experience, which requires a deep understanding of luxury brands and products, as well as the underlying and advanced technology of the bottom-up car-making logic, and insight into user pain points. When we talk about comfort, many people’s first reaction is whether the car interior space is large enough, whether the seat support is sufficient, and whether the backrest angle can be adjusted, and these comfort experiences are the most obvious and easy to achieve. However, despite the importance of comfortable seats, if the chassis is stretched, the suspension is hard, and the handling is poor, it cannot be considered truly comfortable, and all of these are closely related to the car-making platform, which is why the Xingjiyuan ES, based on the new E0X pure electric architecture platform, dares to label itself as “super comfortable”.
To provide users with a more comfortable riding experience, the Star Era ES has put in a lot of effort in chassis construction. The new car is equipped with intelligent air suspension + CDC electromagnetic damping shock absorption system as standard, the air suspension system can adjust the body height according to the vehicle speed, driving mode, etc., to meet different scene requirements. In addition, the CDC electromagnetic damping shock absorption system can make millisecond-level damping adjustments according to the road bump situation, thereby increasing the comfort of the occupants. At the same time, during the driving process, you can also easily activate the auxiliary pass mode, which raises the ground clearance by 50mm, turning the sedan into an SUV in seconds.
It is worth mentioning that the Xingyuan ES is equipped with a series of configurations that are only available in luxury models, such as a one-piece die-cast all-aluminum chassis, virtual double wishbone front suspension + rear five-link independent suspension, ensuring the vehicle’s toughness during driving and bringing a smooth driving experience. We all know that Chery Group has strong advantages in hardware, and in new energy products, it continues the “engineer” quality. The Xingyuan ES not only improves comfort, but also achieves low energy consumption, long range, and fast charging, largely solving users’ range and charging anxiety. In CLTC tests, the Xingyuan ES’s energy consumption is only 11.7kWh per 100 kilometers, mainly due to the lowest level of wind resistance in the same class at 0.205Cd, the lightweight body brought by the large-scale application of lightweight aluminum materials, and the high-efficiency energy management capability brought by the 800V high-voltage platform. Low energy consumption not only reduces the operating costs of the Xingyuan ES, but also improves its range. The maximum range of the vehicle reaches 905km, keeping users away from range anxiety. In addition, as a product of the 800V high-voltage platform, the Xingyuan ES can also achieve a 218km range replenishment in 5 minutes and the ability to charge from 30% to 80% in 15 minutes, permanently solving range and replenishment anxiety.
It is worth mentioning that the first batch of 800V ultra-fast charging stations of Xingtu Xingkong Era has officially opened for trial operation, providing users with the ultimate, efficient, and safe ultra-comfortable charging experience. It can be said that behind every comfortable experience of Xingjiyuan ES is the support of hardcore technology, achieving luxury from the entry level, and high configuration from the start, leading the same level of competition by far. A quality ride for the global market, reshaping the landscape of high-end electric cars Now, looking at the entire new energy vehicle industry, the high-end pure electric car market is highly competitive, and Xingjiyuan ES, with its high cost performance and global car quality, is expected to reshape the landscape of the high-end pure electric car market.
The starting price of the Xingtu Xingjiyuan ES, a mid-sized high-end smart electric car, is 225,800 yuan (31630$), lower than the threshold of the Tesla Model 3. However, the product power of this car far exceeds its price, and it can even rival the Tesla Model S, which has a minimum price of nearly 700,000 yuan (98050$), nearly three times the difference. Many people compare it with the Zhijie S7, but the two cars focus on different groups. The Xingjiyuan ES is aimed at families who pursue low energy consumption and long endurance, and have higher requirements for space and comfort, while the Zhijie S7 is a model that emphasizes intelligent driving ability and attracts those with high demands for intelligent driving. In addition, the highly popular Geely Galaxy E8 is also a competitive model for the Xingjiyuan ES. Although both cars come standard with an 800V high-voltage architecture, the Xingjiyuan ES is obviously more powerful in core hardware, with advantages in integrated die-cast body, standard air suspension, and stronger power management and endurance than the Galaxy E8. Furthermore, the Xingjiyuan ES has also lowered the price of the 905km long-endurance version from the current industry level of 400,000 yuan (56030$) to 300,000 yuan (42020$), breaking the high price of long endurance and making it more accessible to more people. It is worth mentioning that within 24 hours of the pre-sale opening of the Xingjiyuan ES, there were over 6,000 new orders, undoubtedly injecting a “shot in the arm” for Xingtu and even Chery’s new energy transformation, proving the correctness of the super-comfort concept. In other words, even in the current “overlapping” market, as long as you have excellent product power, can find the right positioning and target audience, you will be recognized by users. Another point that cannot be ignored is that the global user base of Chery Group has accumulated over 12.7 million, and has been the number one Chinese brand for passenger car exports for 20 consecutive years. The Xingtu Xingjiyuan brand promises to provide world-class quality and value, ensuring that every Xingtu Xingjiyuan model has outstanding quality and performance under Chery’s high-quality manufacturing standards.
It is worth mentioning that the Xingtu ES is a global car that will be exported to the European and global markets in the future, creating a high-end new energy sedan for global consumers. This car has the first endorsement of Chery’s export, which guarantees its quality, making it incomparable to other cars in the same class. With a good product, thoughtful service is equally important. Currently, the Xingtu brand has made new plans in channel construction, digital system construction, and energy system construction. Among the 500 networks planned to be achieved in 2023, the Xingtu ES series will account for 200 of them. In addition, the Xingtu Xingtu series has already implemented a brand new dealer system. Since June, three investment promotion conferences have been held, attracting nearly a thousand dealers to sign up. New channel construction not only improves service levels but also helps enhance the user’s car purchasing experience. It can be said that the Xingtu ES has a value equivalent to a million luxury cars, but with a more cost-effective price. Even compared to popular cars such as the Zhijie S7, Galaxy E8, BYD Han, and Tesla Model 3, it has obvious advantages and strong competitiveness in the same market. Xingtu, comprehensively accelerating Chery’s new energy process Entering the new energy vehicle era, China’s automobile industry has achieved global leadership, and the automobile industry has ushered in an unprecedented wave of change. Chery Automobile, which has been deeply rooted in the automobile industry for 26 years, is once again accelerating its layout in the new energy track under the “Yao Guang 2025” strategy.
At the New Energy Strategy Conference held in April this year, Chery Automobile launched a new brand matrix with “Chery, Startour, Jetour, iCAR” as its core, initiating the comprehensive acceleration of new energy transformation. At the same time, facing the new track, Chery Automobile has developed a development strategy with multiple technology routes such as hybrid, extended range, pure electric, and hydrogen energy, forming a “four vertical and three horizontal” R&D core layout with batteries, motors, and electronic controls. As Chery Group’s high-end brand built for the global market, Startour is not only a pioneer in Chery’s technology, but also a breakthrough in the brand, with an important mission.
Fortunately, Xingtu has lived up to expectations, making breakthrough progress in sales this year. The latest data shows that Xingtu brand sold 15,300 vehicles in November, a 173.3% increase year-on-year; the cumulative sales for the first 11 months of this year reached 111,400 vehicles, a 130% increase year-on-year. It is worth mentioning that Chery’s high-end brand Xingtu has launched a new energy product series – Xingjiyuan, which will cover various vehicle forms such as sedans, SUVs, and MPVs, with pure electric and extended range options, bringing high-end national models to the 200,000-500,000 yuan (70030$) market. In addition to meeting the needs of the Chinese market, Xingtu Xingjiyuan will also enter the European Union market, transforming “Made in China” into “Created by China,” and expanding the development space with the next generation of “intelligent mobile space” and “luxurious duplex” ultra-comfort value system, fully accelerating Chery’s new energy transformation process.
It can be said that 2023 has become a crucial year for Chery’s transformation and development. With the launch of a series of new brands and new technologies such as ICAR, Xingjiyuan, and Kunpeng super performance plug-in hybrid C-DM, as well as the accelerated introduction of more new products, Chery is accelerating the improvement of its brand value in the transition to new energy. In summary, quoting the speech of Yin Tongyue, Secretary of the Party Committee and Chairman of Chery Holding Group at the 2023 Chery Technology DAY: “Next year, we are very confident that we will not be as polite in the industry rankings of new energy as we are this year!” Obviously, the bold statement made by Chery’s leader about the new energy market is not groundless, but rather very confident. From the current perspective, Chery Group’s first counterattack towards the high-end new energy market is pinned on the high-end brand Xingjiyuan, and the successful debut of Xingjiyuan ES has sounded the horn for Chery Group’s charge in 2024. As Chery Group’s long-awaited work, Xingjiyuan ES enters the market with the tagline “super comfortable,” opening a new era of super comfort for everyone. It brings not only a car, but also the key to a comfortable life for everyone. The launch of the new car will also help Chery Group “break the ice” in the new energy vehicle market and achieve the core increment of electrification transformation.