Group 1 - The event "Geely Automobile X Fashion Media Group Geely Cowboy Modified Car Festival" was held in Beijing, showcasing 10 popular modified models of Geely Cowboy, emphasizing diverse styles such as rugged, retro, and camping [1][3] - Geely Cowboy announced the launch of the "Time Limited Edition Model" based on the popular user-created "Time Traveler" retro modification plan, set for mass production in the second half of the year, featuring a vintage aesthetic with low-saturation colors [3][6] - To further meet user demands, Geely established the "Geely Automobile Modification Club" to create a platform for modification enthusiasts, facilitating gatherings, case sharing, and professional training [5][10] Group 2 - Geely Cowboy is designed for young users as an "80,000-level unique fuel-powered trendy light off-road SUV," offering advantages such as no mileage anxiety and versatility for urban and outdoor use [6][8] - The vehicle features a new trendy off-road boxy design, equipped with advanced technology including a 14.6-inch central control screen and various smart features, ensuring a competitive edge in the market [6][8] - Geely Cowboy combines off-road SUV style with traditional SUV practicality, appealing to young users and serving as a key vehicle for promoting automotive culture in China [10]

Core Insights - The rise of "boxy cars" is redefining the value logic of the SUV market, moving from niche appeal to mainstream popularity as they attract consumers with their unique design and functionality [2][3] - The shift in consumer lifestyle towards urban commuting and outdoor activities has led to the emergence of "light off-road" positioning for these vehicles, catering to both family travel and adventure needs [2][3] Market Trends - The market penetration rate of "boxy cars" is expected to grow from 2.1% in 2024 to 3.5% in 2025, with sales projected to exceed 800,000 units [4] - The trend towards "democratization" of these vehicles is evident, with models like the Jietu Traveler priced at 139,900 yuan and expected to achieve sales of over 100,000 units in 2024, representing 17.6% of the brand's total sales [3][4] Consumer Preferences - A significant 47% of consumers prioritize "unique design" when purchasing "boxy cars," surpassing the importance of brand premium (23%) and technological features (18%) [6] - The demand for "boxy cars" reflects a desire for both functionality and individuality, with consumers seeking vehicles that can perform in various scenarios while also expressing personal style [7][8] Technological Advancements - The electric wave is revitalizing "boxy cars," with models like iCAR V23 featuring an 81.76 kWh battery and a range of 501 km, serving as a "mobile power station" for outdoor activities [3][8] - Modular platforms are crucial for the production of "boxy cars," allowing for compatibility with various power systems and rapid market response, exemplified by the iCAR V23's 18-month development cycle [8] Cultural Integration - "Boxy cars" are evolving from mere transportation tools to emotional symbols, integrating cultural elements into their design, such as the 吉利银河战舰's incorporation of traditional Chinese aesthetics [7] - The trend of co-creation in vehicle customization is gaining traction, with brands offering extensive modification options that allow users to personalize their vehicles, fostering a unique community culture [7][8] Future Outlook - The competition in the "boxy car" market is shifting from product-based to ecosystem-based, emphasizing the importance of creating rich user experiences and diverse scenarios [8] - The popularity of "boxy cars" signifies a broader transition in the automotive market from functional consumption to emotional consumption, reflecting changing consumer values and technological advancements [8]