Can hardcore off -road still "hard"?

Electrification

Can it be a good medicine for hardcore off -road?

When a sharp hard -core off -road vehicle is no longer roaring, can the blood of off -road burn?

From EQG based on the Mercedes -Benz classic G -Class off -road vehicle, to the new pure -electric off -road model CRPACT CRUISER EV created by FJ Cool Road Ze, those hard -core off -roads that have been regarded as a car that have been regarded Volkswagen.

Picture source: Mercedes -Benz Xingwen

In the domestic market, many car companies have announced recently that "hard -core off -road+new energy" will become its next key field of force.

Image source: Warrior brand

On August 27, Dongfeng Automobile launched a new luxurious electric off -road brand -the warrior. At the press conference, the two concept cars, M-Terrain and M-Terrain S, gained praise from "domestic design ceiling" with their science fiction and mech.

As the old qualifications focusing on military off -road vehicles, the Dongfeng warrior now puts on the heavy responsibility of hardcore off -road electrification. Zhu Yanfeng, chairman of Dongfeng Automobile Group, even claims that the group's power must be made to create a lunar.

More than that, a tank brand that has achieved certain results in the domestic hardcore off -road market has also officially released the "off -road+new energy" technical route and off -road super hybrid architecture at the Chengdu Auto Show recently held. Essence

Whether it is a "hybrid" or a "pure electric" route, "hardcore off -road+new energy" is becoming a new blue ocean explore by car companies.

Never fell to rebirth

In the minds of the off -road "old cannon", hard -core off -road feelings are difficult to give up. It means that mountains and rivers, jungle streams, and also symbolize "poetry and distant". However, traditional hardcore off -road models have high prices and the characteristics of simplified configuration. It is also doomed that it does not belong to most people.

Looking back at the past ten years, the situation of hardcore off -road vehicles in the market has deteriorated. The hardcore off -road vehicles such as overbearing, land patrol, Pajero, Hummer have swept the market, and the hopes have gradually withered, and Jeep, which focuses on Vietnam, also defeated China. Domestic hardcore off -road survival is also difficult, such as BAIC BJ series, etc., and has never been able to set off too much water in the market.

Although the previous generation of hardcore off -road vehicles had a good reputation, it was eventually left out by the market. The reason behind was complicated.

On the one hand, the rapid development of the Chinese highway has made the off -road performance of vehicles no longer a rigid need; on the other hand, the demand for traveling in the whole family has continued to grow, and higher requirements for vehicle comfort. Coupled with the restraint of fuel consumption and emission regulations, the development of traditional hardcore off -road models is difficult.

However, this does not mean the end of the market opportunity of hardcore off -road market.

Taking the tank brand launched by Great Wall Motors as an example, it exceeded 150,000 vehicles in more than a year, and its market share in the hardcore off -road market reached 56%. The number of users of tank alone has exceeded 100,000. It can be said that the birth of the tank 300 has made the Chinese off -road culture break through the circle to popular.

Why can the tank 300 "break"? The reason may be that the tank brand is more sensitive to the market, and its insights have the lack of traditional off -road vehicles in driving comfort, and they have more catering to the needs of young consumers in appearance. At the same time, the tank 300 driving assistance function is also more complete. The entire system is equipped with adaptive cruise, 360 ° panoramic image, lane maintaining assistance such as L2 -level auxiliary driving functions. These are the shortcomings of traditional hardcore off -road models.

At the moment when the new energy vehicle market has emerged, the tank brand has begun to try the first shot for the popularization of hard -core off -road.

In fact, hard -core off -road is not new to new energy transformation. Last year, the Hummer EV and Pure Electric Mercedes -Benz Big G launched a concept car. Today, this trend spreads between Chinese brands.

In early July this year, Geely officially released a new off -road brand "radar", announcing that the radar brand will cover medium -sized pure electric pickup cards, medium and large new energy pickups, full -size pure electric pickups, full -size new energy off -road SUV and other models. The first model The model will be listed within the year.

On August 25, BYD revealed that its high -end brands are tentatively released at the end of this year and simultaneously appeared in the first hard -core off -road model with a pricing of more than 1 million yuan.

On August 27, Dongfeng Automobile officially released a luxury electric off -road brand warrior to position the leader of high -end electric off -road culture. The warrior has also become the first official electric hardcore off -road brand in China. The first new car will be built based on the M-Terrain concept car (four-door version). The biggest highlight is Mora, which is independently developed by Dongfeng. It provides two power forms: pure electricity and additional process, which will be mass-produced in 2023.

The comprehensive new energy of the automotive industry is not limited to the field of cars and SUVs. The field of hardcore off -road vehicles that niche non -rigid needs has become a "new blue ocean" that has obtained incremental users, accelerates traditional fuel models, and achieves dislocation competition.

Hardcore off -road electrification?

The lays of hardcore off -road vehicles are mostly related to conquering high mountains, rivers, and rushing towards the sandy sea. These scenes have completely different requirements for battery and motors from passenger car scenes.

How can safety be guaranteed if you encounter the battery pack when you run into an off -road? Can electric product battery life support wild off -road scenes? And how to make up for the charging pile when there is no charging pile in the wild off -road? The industry is currently questioning pure electric hardcore off -road. "Now the most suitable technical route is off -road+new energy, not the opposite. New energy can only be supplemented and cannot be the main." Liu Yanzhao, CEO of the tank brand, said that the combination of off -road+new energy still needs to maintain a certain restraint.

At present, even the Mercedes -Benz G -Class, Hummer, etc., which launch an electric concept car, has not determined the timetable of mass production cars.

Image source: Warrior brand

However, in the face of completely different car scenarios, Dongfeng Warriors also proposed solutions targeted.

The intelligent off -road architecture of the association M Tech is a domain -controlled centralized electronic electronic architecture with technologies such as 5G communication and Gigabit Ethernet. The biggest essence is the word "domain control concentration".

In addition, the M TECH architecture has another unique thing, that is, the reliable and durable standard development of military vehicle -level strength, coupled with a comprehensive and multi -dimensional test verification system, so that the "luno" equipped with this architecture, like military vehicles, have military vehicles. "Reinforced iron bone".

Zhu Yanfeng said at the conference site: "After 6 years, we actively apply the most advanced achievements with the spirit of geeks, and we are committed to bringing customers an off -road experience beyond imagination."

During the fuel vehicle era, the car attribute is more emphasis on industrial products, and new energy is turning traditional cars from industrial products to electronic consumer products. Users pursue personalized and characteristic willingness to be stronger than the era of fuel vehicles.

New energy vehicles have shown a vigorous development trend, and hardcore off -road is also being popularized by the niche market. In the car market that is under pressure, hardcore off -road is subversive design, new lifestyle advocacy, and means of electrifying technology to return to the public's field of vision and become a brand new consumer product. Of course, whether the combination of "hard -core off -road+new energy" can be recognized by consumers, it is currently tested.

Author: Liu Shanshan

Edit: Zheng Yu

Operation editor: Wang Lin

- END -