Core Viewpoint - The article discusses the competitive landscape of the luxury MPV market in China, highlighting the strategic shift of Chery to prioritize its brand Zhijie over its previous model Xingjiyuan for the launch of the first MPV under the Hongmeng Zhixing platform. This decision is seen as a move to optimize resource allocation and enhance brand competitiveness in a growing segment of the automotive market. Group 1: Company Strategy - Zhijie is developing its first MPV, the EHV, based on the E0X-L platform, with plans for a launch in the first half of next year [1] - Chery has decided to stop the development of the Xingjiyuan E08 MPV, reallocating some of its project team to strengthen Zhijie's MPV development [1][2] - The decision to let Zhijie debut the luxury MPV is part of Chery's broader strategy to streamline its brand operations and reduce resource redundancy [2] Group 2: Market Dynamics - The luxury MPV segment is becoming increasingly competitive, with a notable rise in sales of new energy MPVs in China, which saw a 53.3% year-on-year increase in June [9] - The pricing strategy for Zhijie and Xingjiyuan models overlaps, with Zhijie S7 priced between 249,800 to 349,800 yuan and Xingjiyuan ES priced from 225,800 to 319,800 yuan [3] - Zhijie has shown stronger sales performance compared to Xingjiyuan, with cumulative sales of 64,300 units over the past seven months, surpassing Xingjiyuan's 44,200 units [11] Group 3: Production and Delivery Challenges - Zhijie S7 faced production delays due to equipment and hiring issues at its dedicated factory, leading to a shift in production to Chery's existing facility [3][5] - Initial delivery commitments for Zhijie S7 were extended from 4-6 weeks to over 12 weeks, causing customer dissatisfaction [5] - Chery's commitment to prioritize Zhijie as a strategic project indicates its importance in the company's future growth plans [5] Group 4: Future Prospects - The upcoming launch of the EHV MPV is seen as a critical opportunity for Zhijie to establish itself in the luxury MPV market [14] - The establishment of a dedicated factory for Zhijie is expected to alleviate resource allocation issues and enhance production efficiency [13] - The competitive landscape suggests that while Chery is entering the MPV market later than some rivals, it still has the potential to succeed with the right strategies and partnerships [15]

Core Viewpoint - The article discusses the competitive landscape of the automotive industry, focusing on the development of MPVs by companies like Zhijie and Chery, highlighting the strategic decisions and market dynamics involved in this segment [3][4][14]. Group 1: Development of MPVs - Zhijie is developing its first MPV, the EHV, based on the E0X-L platform, with plans for a launch in the first half of next year [3][4]. - Chery's original luxury MPV, the Xingjiyuan E08, has been halted in development, with some team members moving to Zhijie to strengthen its MPV project [3][4]. - The decision to let Zhijie debut the luxury MPV reflects Chery's strategy to reduce resource redundancy and focus on high-end electric vehicles [4][9]. Group 2: Market Positioning and Competition - The Xingjiyuan series, launched in July 2023, aims at the high-end market with prices ranging from 172,800 to 319,800 yuan, while Zhijie targets a similar demographic but with a higher price point for its models [3][4][14]. - The competition between Zhijie and Xingjiyuan is evident, as both brands target the same consumer base, but Zhijie is positioned to better support the luxury MPV segment [4][14]. Group 3: Sales Performance and Challenges - Zhijie has sold 64,300 units in the past seven months, outperforming Xingjiyuan's 44,200 units, indicating a stronger market presence [14]. - Despite initial success, Zhijie faces production challenges, with delays in the delivery of the Zhijie S7 model leading to customer dissatisfaction [6][19]. - The need for Zhijie to improve its delivery capabilities is critical, as it aims to capitalize on the growing MPV market, which saw a 53.3% year-on-year increase in sales in June [11][19]. Group 4: Strategic Partnerships - The collaboration between Chery and Huawei has been pivotal for Zhijie, with Huawei's technology and market insights playing a significant role in the development of its vehicles [6][19]. - Chery's restructuring into "new four major" divisions aims to enhance brand competitiveness and streamline operations, particularly in the context of its partnership with Huawei [4][6].

Core Insights - The article discusses the competitive landscape in the luxury MPV market, highlighting that Zhijie may have an advantage in launching the first MPV under the Hongmeng Zhixing brand, as Chery has shifted its focus from the Star Epoch E08 to Zhijie for this opportunity [1][6][10]. Company Developments - Zhijie is developing its first MPV, code-named "EHV," based on the E0X-L platform, with both pure electric and range-extended power options, and is expected to launch in the first half of next year [1][6]. - Chery's Star Epoch E08 project has been halted, with some team members reassigned to Zhijie, indicating a strategic shift to consolidate resources and enhance Zhijie's development capabilities [1][3]. - The Star Epoch series, which targets the high-end market, has seen its pricing adjusted, with the starting price dropping to 19.88 million yuan to remain competitive against Zhijie's offerings [4][10]. Market Positioning - Zhijie and Star Epoch are positioned similarly in the high-end electric vehicle market, but Zhijie is expected to perform better due to its higher price point and sales volume [2][10]. - Zhijie's S7 model has a price range of 24.98 million to 34.98 million yuan, while the Star Epoch ES is priced between 22.58 million and 31.98 million yuan, indicating overlapping market segments [2][4]. Production and Supply Chain Challenges - Zhijie faced production challenges with the S7 model due to equipment and hiring issues at its dedicated factory, leading to a temporary shift to Chery's existing production facilities [4][5]. - Despite initial order success for the S7, with over 20,000 pre-orders, delivery delays have raised concerns about production efficiency compared to the Star Epoch ES, which has had smoother deliveries [5][15]. Strategic Partnerships - The collaboration between Chery and Huawei for the Zhijie brand is emphasized as a strategic priority, with Chery's leadership expressing commitment to aligning closely with Huawei's direction to ensure success [5][10]. - The establishment of a dedicated factory for Zhijie aims to eliminate resource allocation conflicts with other Chery brands, enhancing production focus [13][14]. Industry Trends - The demand for electric MPVs is on the rise, with significant year-on-year sales growth reported, indicating a shift in market focus as traditional vehicle segments become saturated [7][10]. - The competitive landscape is evolving, with new entrants and established brands vying for market share in the MPV segment, suggesting a dynamic environment for Chery and its brands [7][15].

Core Viewpoint - The competition for the first MPV under the Hongmeng Intelligent Driving brand is intensifying, with Zhijie potentially gaining an advantage as it develops its MPV based on the E0X-L platform, expected to launch in the first half of next year [1][3]. Company Developments - Zhijie is developing an MPV named "EHV," which will offer both pure electric and extended-range power options, with batteries supplied by CATL [1]. - Chery's first luxury MPV, the Star Era E08, has been halted in development, with some team members transferred to Zhijie to strengthen its MPV development efforts [1][3]. - Chery has restructured its brand strategy, forming "New Four Major" divisions to optimize resource allocation and enhance brand competitiveness [2]. Market Positioning - Zhijie targets a high-end market segment focused on "intelligence, high performance, and innovation," overlapping with the positioning of Chery's Star Era series [1][3]. - The Star Era series, launched in July 2023, is positioned as Chery's premium line, with prices ranging from 172,800 to 319,800 yuan [1]. Sales and Production Challenges - Zhijie S7 has received over 20,000 pre-orders but faces production challenges due to equipment and hiring issues at its dedicated factory [3][4]. - Chery has redirected the production of Zhijie S7 to its Wuhu Intelligent Connected Super Factory, originally intended for other models, indicating tight production capacity [4]. Competitive Landscape - The market for new energy MPVs in China has been growing, with sales reaching 45,100 units in June, a 53.3% year-on-year increase [7]. - Zhijie has sold 64,300 units in the past seven months, outperforming the Star Era's 44,200 units, indicating a stronger market presence [8]. Future Prospects - The successful launch of Zhijie's MPV could serve as a new growth point for the brand, especially as it aims to establish a distinct identity separate from other models under the Hongmeng Intelligent Driving umbrella [9][10]. - The company is in the process of establishing dedicated sales centers for the Zhijie brand to enhance its market presence and brand image [9].

Core Viewpoint - The competition for the first MPV under the Hongmeng Intelligent Driving brand is intensifying, with Zhijie potentially gaining an advantage as it develops its MPV based on the E0X-L platform, expected to launch in the first half of next year [1][3]. Company Developments - Zhijie is developing an MPV named "EHV," which will offer both pure electric and extended-range powertrains, with batteries supplied by CATL [1]. - Chery's first luxury MPV, the Star Era E08, has reportedly halted development, with some team members transferring to Zhijie to bolster its MPV development efforts [1][3]. - Chery has initiated a brand integration strategy, forming "New Four Major" divisions to optimize resource allocation and enhance brand competitiveness [2]. Market Positioning - Zhijie and Star Era are positioned similarly in the high-end new energy market, but Zhijie is seen as better suited to support luxury MPV models [2]. - The pricing strategy for the Star Era series has been adjusted, with the starting price dropping to 19.88 million yuan, making it 5.1 million yuan cheaper than Zhijie S7 [4]. Sales Performance - Zhijie S7 has received over 20,000 pre-orders since its launch, but production issues have led to delays, causing dissatisfaction among customers [4][5]. - In the first half of the year, Zhijie sold 64,300 units, surpassing Star Era's 44,200 units, indicating a stronger market performance [10]. Production Capacity - Chery's new "Intelligent Connected Super Factory" is set to produce Zhijie S7, but initial production challenges have led to a temporary shift to another facility [4][5]. - Zhijie has established an independent factory, which is expected to alleviate resource allocation issues with other Chery brands [13]. Future Outlook - The MPV market is growing, with a 53.3% year-on-year increase in sales for new energy MPVs in June, indicating a favorable environment for Zhijie's upcoming launch [7]. - If Zhijie's EHV MPV launches successfully, it could become a significant growth point for the brand, especially as it aims to compete in a market where many manufacturers are pivoting towards MPVs [15].