压力倒逼之下 星途汽车再次调整“航向”

Core Viewpoint - Xingtu Automobile has announced its transition to the "3.0 era," positioning itself as an "innovator in performance luxury brands" to further penetrate the luxury car market [2][3]. Group 1: Brand Evolution - The brand aims to redefine luxury by focusing on its unique identity rather than imitation, as stated by Chery Group's leader, Yin Tongyue [2]. - Xingtu's previous phases included a "1.0 era" characterized by brand ambiguity and management changes, and a "2.0 era" that emphasized "comfortable luxury" and "tech new luxury," but struggled with market perception as a "high-end Chery" [4][5]. Group 2: Strategic Adjustments - The shift to the "3.0 era" is a strategic adjustment driven by survival pressures, focusing on a clearer brand identity centered around "performance luxury" [3][7]. - Xingtu has streamlined its product lines by eliminating the complex fuel product range and integrating the previously independent "Xing Jiyuan" new energy series into the main brand, concentrating resources on the new energy luxury market [3][7]. Group 3: Product and Technology Focus - The brand has restructured its product matrix into two series: the ES series emphasizing "luxury based on performance" and the ET series focusing on "performance based on luxury" [7]. - Xingtu introduced advanced technologies such as a hybrid engine with 48% thermal efficiency and various innovative features, with plans to launch over three new models within the next 10 to 20 months [7][8]. Group 4: Brand Experience and User Engagement - The company aims to enhance its brand experience by moving beyond technical specifications to include aspects of design aesthetics, user relationships, and brand culture [8]. - The introduction of the "Interstellar Exploration Aesthetics" design language and the goal of creating a "deeply resonant user community" reflect Xingtu's commitment to emotional engagement with consumers [8].