The 27th Chengdu Auto Show opens grandly on August 30, 2024. This annual event showcases the automotive industry and celebrates technology and innovation. The theme, “潮动蓉城·智领未来,” emphasizes the future of smart mobility. The show gathers car manufacturers from around the world. They focus on three main areas: gasoline, electric, and hybrid vehicles. Each brings cutting-edge technology and eye-catching new models. At the show, Sina Auto’s executive vice president, Zhai Xiaobing, engages in deep discussions about the company’s current status and future development. He addresses topics of interest to users.
iCAR 03T targets young people who seek individuality. iCAR, a new energy brand under Chery, focuses on building cars for the youth. The current car market suffers from serious model homogenization. iCAR aims to become the exclusive vehicle for young drivers. In a conversation with Zhai Xiaobing, we learned that the iCAR 03T underwent comprehensive optimization and innovation compared to the iCAR 03, despite the name difference.
The core competitiveness of the iCAR 03T lies not in price but in delivering the best product experience and meeting user needs with its features. First, the iCAR 03T boldly experiments with its design. Its rugged look, aggressive side skirts, and continuous air intake give the model a strong personality and a sense of style. This design appeals to young users.
The iCAR 03T features comprehensive upgrades in configuration and performance. Each vehicle comes standard with luxurious options like ventilated and heated front seats, electric adjustments, and an 8155 large screen. These features ensure maximum comfort and convenience. The iCAR 03T also introduces a newly designed card-style UI. It enhances interaction logic and graphic colors, making them more appealing and comfortable. This design meets young people’s expectations for technology and elevates their smart experience. Moreover, the iCAR 03T boasts excellent off-road capability and an intelligent four-wheel drive system. It fulfills users’ outdoor exploration needs. With a towing capacity of 1.6 tons and a 3.3kW external power supply, users can easily traverse mountains and seas, enjoying a new outdoor lifestyle with power.
The iCAR 03T addresses many pain points for young drivers. It simplifies driving and parking. Advanced smart driving technology enhances performance. Users can enjoy features like highway navigation, urban memory driving, and multi-layer memory parking. This makes travel easier and lets users explore better scenery and enjoy life more. In the competitive Chinese auto market, the 120,000 to 150,000 yuan (21070$) price range is fierce. Many brands launch flagship products here to attract consumers with low prices. However, Zhai Xiaobing believes that relying solely on price cannot sustain a market presence. Users need the best products that meet their demands, not just low-cost options. They want practical cars that also provide emotional value. The iCAR 03T embodies this concept. Its rugged design and luxurious features offer owners a unique identity and lifestyle. This emotional value surpasses that of price-focused models. Zhai Xiaobing states, “Many people feel they can’t travel or reach their dreams. We improved the 03T’s performance. It allows users to see better scenery, enjoy electric camping, and tow RVs. We effectively solved many user pain points.”
The iCAR 03T has an affordable price. However, it hides high研发 costs and deep insights into user needs. Features like the rugged style, electric four-wheel drive, and all-aluminum body come with high costs. Only by truly understanding user needs and expectations can we create products that excite them.
Many car owners do not simply seek low prices when buying a car. They want a vehicle that fits their lifestyle. The iCAR 03T’s design and features meet this need perfectly. It serves as a tool and reflects a lifestyle choice, embodying a desire for freedom and exploration. The iCAR 03T and iCAR 03 complement each other. Together, they form the 03 family. They cater to different needs of young drivers, enhancing the joy of driving for each individual. iCAR 03’s success stems from its focus on the needs of young people. Since its launch, the iCAR 03 has consistently topped the sales charts for new energy vehicles.
As of August this year, iCAR 03 sales surpassed 40,000 units. In July, sales exceeded 6,000 units, solidifying its status as the leader in the new energy box market. Zhai Xiaobing stated that both iCAR 03T and iCAR 03 will sell side by side, targeting different audiences. He noted, “iCAR 03T is not a competitor; it represents a new track.” iCAR 03 attracts users who prioritize convenience and comfort with its refined tech style. In contrast, iCAR 03T appeals to young adventurers seeking extreme performance with its rugged functionality. This twin strategy has existed in the industry for a long time. The launch of iCAR 03T does not aim to compete directly with iCAR 03 but to offer more choices. Whether users prefer refined tech or rugged functionality, the iCAR brand meets the diverse needs of young people.
The sales strategies of several car companies show that the launch of the iCAR 03T will not significantly impact the iCAR 03. In fact, the iCAR 03T will likely surpass the iCAR 03 in sales and may boost the entire 03 family’s sales. As Zhai Xiaobing says, “For us, the most important thing is what users need, what young people need. We create what young people want.” The arrival of the iCAR 03T attracts a new group of users. These users may not have been potential customers before, but now they are drawn in by the iCAR 03T’s unique appeal. With the launch of the iCAR 03T, the iCAR 03 family will work together to create a “hit” family in the new energy box market. In summary, the launch of the iCAR 03T marks an important step for the iCAR brand in the box market. It reflects a deep understanding of and response to young users’ needs. The iCAR brand is becoming a top choice for young car buyers by offering high-quality products and a unique lifestyle. Supported by Chery, the iCAR brand clearly aims at the young consumer group. It focuses on precise definitions, diverse options, powerful technology, and an ecosystem that meets young people’s needs, fulfilling their expectations for value in a car. Of course, competition in the segment where the iCAR 03 family operates will be fierce. Establishing a strong foothold will take time. We believe that in the near future, the iCAR family will continue to expand, delivering an outstanding travel experience that exceeds user expectations.