皮卡战争下半场：奇瑞威麟用“油电平权”挑战全球产业规则

Core Insights - The article highlights the potential of the pickup truck market, which has been largely overlooked compared to the booming electric vehicle sector, indicating a significant opportunity for Chinese brands like Chery's RELY Wuling to penetrate this market [2][3] - The global pickup truck market is dominated by American and Japanese manufacturers, particularly in the high-end segment, where Ford and Toyota hold 89% of the market share for trucks priced over $100,000 [2][3] - Chery's RELY Wuling aims to disrupt this market by introducing a comprehensive energy strategy that includes fuel, hybrid, and electric options, addressing the transitional needs of consumers [3][4] Industry Analysis - The global pickup truck sales are projected to reach approximately 5.5 million units in 2023, with diesel vehicles accounting for 78% of sales, particularly in Southeast Asia and Latin America [2] - The Chinese hybrid pickup market is expected to reach 28.01 billion yuan (approximately $4.1 billion) by 2024, while the global hybrid pickup market is projected to reach 87.53 billion yuan (approximately $12.5 billion) [3] - By 2030, the global hybrid pickup market is forecasted to grow to 167.26 billion yuan (approximately $24 billion), indicating a shift towards hybrid solutions rather than full electric options [3] Technological Innovations - Chery's RELY Wuling is addressing three major pain points in the pickup industry: diesel engine drawbacks, electric vehicle pricing, and limited customization options [5][11] - The company has developed a diesel hybrid engine that significantly improves performance and comfort, addressing common complaints about diesel vehicles [6][10] - The introduction of a CTC integrated battery chassis aims to reduce costs and achieve price parity between electric and fuel vehicles, potentially making the RELY R08 EV the first electric pickup to match the price of its fuel counterparts [11][13] Market Positioning - Chery's RELY Wuling is attempting to redefine the pickup truck's image from a utilitarian tool to a versatile lifestyle platform, emphasizing user customization and engagement [14][15] - The company has adopted a user-centric approach in its development process, achieving a 300% increase in R&D efficiency by directly incorporating user feedback into product design [16][18] - By leveraging flexible manufacturing capabilities, RELY Wuling can customize vehicles for different regional markets without incurring significant additional costs, challenging traditional pricing strategies of multinational competitors [18][20] Cultural Rebranding - The article discusses the cultural challenges faced by Chinese brands in the pickup market, traditionally dominated by American imagery and values [15][20] - Chery's RELY Wuling aims to create a new cultural narrative around its vehicles, using the "Qilin" symbol to resonate with Eastern philosophies and appeal to emerging markets [20][22] - This cultural shift is seen as essential for establishing a competitive edge and gaining market share in a sector where brand loyalty is deeply rooted [20][22]