Bitauto News At the 2021 Tianjin International Auto Show, Wei Brand's new generation of smart hybrid SUV "Macchiato" was officially launched. The Macchiato series is launched in 3 models, the original version costs 145,800 yuan, the special version costs 149,800 yuan, and the master version costs 159,800 yuan. Macchiato is the first brand-new masterpiece that combines intelligent hybrid DHT and coffee intelligence.

For Wei brand Macchiato car owners, Macchiato launches the "Easy and Fun Privilege", which provides users with many high-security, low-price premium services around the entire life cycle of the car, allowing young people to use it. Worry-free driving and zero-pressure travel.

Easy purchase with as low as 0 down payment or 0 interest for 36 installments, and car purchase replacement subsidy of up to 5,000 yuan;

Easy use The first owner has a lifetime warranty on the three-electric system, engine, and transmission, and a 5-year warranty /150,000 km vehicle warranty;

Easy to play basic services/exclusive services/basic traffic are free for life, entertainment services (including traffic) are free for 3 years;

This auto show is for Macchiato and Brand Development Direction interviewed three people in charge of the Tank brand: Wei Brand CMO Qiao Xinyu, Wei Brand Macchiato Marketing Director Xie Jingying, and Wei Brand Macchiato Product Director Wang Bo to hear what they had to say.

Weipai CMO Qiao Xinyu

Media: Is this the first time for Weipai to come to the Tianjin Auto Show? Why did you choose the Tianjin Auto Show to launch Macchiato?

Qiao Xinyu: Tianjin is an auto show that we think is very important. The Tianjin International Auto Show is the largest and most complete international auto show in the northern region this year, and has an important impact on the recovery of the Chinese auto market. Our brand attaches very high importance to this auto show.

This auto show is actually not the first time that Wei brand has come, but it is the first time that our macchiato, latte, and mocha series models have come after our brand refresh.

Another thing, Tianjin is very dynamic, and everyone can feel its youth and vitality after coming here. This feeling is actually similar to the creative spirit that Macchiato wants to release to the outside world, so we also hope that this car will bring more consumers, whether they are consumers in Tianjin or consumers across the country, Come with a new energy and a very creative feeling.

Media: The launch of Macchiato represents the launch of our Wei brand smart hybrid. What impact will this have on our Wei brand?

Qiao Xinyu: I talk about this from several levels. At several previous auto shows, when we were unveiled, many media teachers also asked this question. This is how we look at it. First of all, from the perspective of the country Judging from the general trend, the country has set the goals of carbon neutrality and carbon peaking last year. We believe that the future development of the entire industry must be in this direction.

If you really want to achieve your carbon reduction goals, the automotive industry is very important. I have read a report that the contribution of transportation to carbon emissions is very high, which means that the country has now set a direction and the entire automobile industry will move towards this policy in the future. Develop in terms of environmental protection.

In terms of development direction, it is nothing more than choosing hybrid or pure electric. This may be related to the strategic planning of our entire company. Great Wall Motors actually has Euler, which has been focusing on pure electric vehicles in recent years. Weipai's future is a hybrid architecture for all series, including the already launched Mocha equipped with a 48V light hybrid, and this time the Macchiato HEV. In the fourth quarter, we will also release plug-in hybrid models. No matter how our categories expand in the future, hybridization will be a very important part of our overall strategic layout.

In addition, from the current industry perspective, in fact, many independent new brands have also begun to develop hybrid layouts. Whether it is Changan or Chery, we believe that the hybrids carried by the Wei brand, coupled with our cooperation with other If the brands work together, they will definitely be able to enter the hybrid market that is exclusive to Japanese brands. We believe that we can open up a sky for our own brands.

Wang Bo, Product Director of Wei Brand Macchiato

Media: 8155 was mentioned at the Macchiato press conference just now, and automatic parking was mentioned. There are many scenes in this regard, and it is also the first A model equipped with DHT, what is its positioning?

Wang Bo: Macchiato is positioned as a new generation of smart hybrid SUV. We will interpret the new generation of smart hybrid from three aspects. The first is the new generation, two aspects, one is adhering to the Brand, a new generation of smart cars after a comprehensive refresh. This is our interpretation of the new generation. Secondly, compared to hybrids on the market, the market is now dominated by Japanese technology. Macchiato is the first smart car equipped with smart cars. It is a product of hybrid hybrid technology, so it is obviously different from the existing hybrid technology. This is the interpretation of hybrid.

In terms of intelligence, the teacher just said that Macchiato is equipped with the 8155 Qualcomm chip, the strongest in the automotive industry, so we are also very leading in terms of intelligence, including our integrated parking and transparent chassis. Some intelligent configurations and functions are very advanced at the same level.

Smart hybrid DHT is our world's first hybrid dual-motor architecture, which has optimal performance in the full speed range and in all scenarios. Compared with the hybrid technology on the market, it can ensure energy efficiency. , the power performance is also very good, including our direct drive capability will be stronger.

Xie Jingying, Marketing Director of Wei Brand Macchiato

Media: What else will be new in the marketing of Macchiato in the next stage, so that we can take unexpected measures

Xie Jingying: Everyone has also seen the positioning of our car, which is full of fun and full power. Young people dare to think and act, dare to think and dare to venture, and can turn ideas into actions in a very real-time manner. For example, if they think of something, they want to realize it or act immediately.

We want to communicate with young people, so Macchiato will use the concept of Maxima to get closer to users. Through colorful travel and other life scenes, we will combine the intelligence, technology and design of our products with Young people communicate deeply about the future. In response to the launch of new products and technologies, we are also thinking about how to let everyone really try this "horse" on the terminal and manufacturer sides.

Now, two important experience IPs have been launched at dealers across the country.

The first one is, don’t try it, don’t sell it. Real technology must be combined with the real scenarios of users, so we have carried out a trial-or-sell-out campaign on all terminals and manufacturers’ IP terminals. You can also win exquisite Starbucks coffee cups and 528 yuan of Universal Studios happy gold, allowing people across the country to Young people can all be bole.

Second, we launched the Fuel Saving Challenge during the launch event. After users actually mention cars, they can enjoy our technology, battle with users in the national community, and use their own voices and scenes to create real word-of-mouth. What truly embodies technology is the good reputation of users. We are strengthening the real user experience. The follow-up work will also focus on experience. Whether it is across the country or in key areas, we must thoroughly understand the experience aspect.

Media: Macchiato is now on the market. What is the current arrival situation in 4S stores across the country and the subsequent delivery date?

Xie Jingying: First of all, our terminal prototypes and test drives have been equipped for nearly a month. In order to ensure new products, we have activated the smart factory in Rizhao, Shandong. With a new production process, the production capacity can meet Yes, it’s just that this year we also encountered chip problems in the industry, and we are gradually mitigating them. Since the beginning of October, user-ordered vehicles have been continuously shipped to the terminal. It is expected that after the National Day, users will be able to pick up the vehicles one after another. There will basically be no problem with our subsequent supply.

Media: At the Macchiato press conference, we mentioned the walk-and-go attitude towards life. What message do we want to convey to users?

Qiao Xinyu: I think it’s National Day soon, and everyone wants to leave as soon as they want. But in fact, for all people of our age, it is actually very difficult to leave at any time. But for those born in the 90s and 95s around me, they really leave at any time.

I met a friend yesterday and he said he was going out on the National Day. I asked if you should plan in advance and book your flight and hotel. He said no, I will leave without taking my bag. I think this attitude is really free and easy, and I particularly envy them. I think most people may be quite envious of them.

What do we want to convey about this car? Mr. Gong just introduced this car. It has a long driving range of 1,100 kilometers. Basically, there is no need to refuel or think too much. We can just go. On the other hand, in terms of driving comfort of this car, media teachers may have participated in our test drive. Only the combination of speed, smoothness, quietness and economy can bring a complete driving pleasure.

In addition, the intelligent configuration of this car is carried over from our flagship model Mocha. Whether you are in the field of intelligent driving assistance or intelligent cockpit, it is indeed very strong. It has a G-level smart space inside, which makes everyone very relaxed and happy during the whole driving process. You can also make a joke with Xiao Wei. It has many cloud voice packages in the background, and there are many answers that will be very interesting.

So, just go and go, in summary, it is the first time to drive out for fun. Everyone has no baggage and a very relaxed mentality. Second, this car can provide users with a plan to go wherever they want.

Media: Wei Pai is the representative of Great Wall Motors. What breakthrough points will hhui have in the future? Weipai has always been at the forefront of smart technology and was relatively early in building smart cockpits. What plans do it have in the future that will be more eye-catching and significantly surpass those of its peers?

Qiao Xinyu: We have been constantly releasing information to the outside world at previous auto shows. In terms of its own technology, we are relatively confident, because Great Wall Motors has always been leading the technology in the entire industry, such as coffee intelligence, smart cockpit and other technologies, which were first developed by Wei Brand.

From mocha to macchiato, our three-cup coffee product camp has completed two. One represents smart travel, and the other represents smart hybrid. These are all the results of the accumulation of technological advantages.

In the future, no matter what we do with our products, high-end intelligence, especially high-end intelligent driving assistance, and all-hybrid systems will be the underlying support for our technology. From the perspective of our own products, in the future, our products will definitely break through the existing pattern. For example, the new retro trendy car unveiled at the Chengdu Auto Show has received a lot of attention. In addition, at the Guangzhou Auto Show that is coming soon, we will also Another product will be unveiled. From about the end of this year to next year, we will continue to expand our product lineup. Of course, the launch of products at this speed is inseparable from our excellent technical accumulation and reserves.

Having products and technologies alone is not enough. Our user-centered philosophy will continue to be practiced. This concept not only exists in the process of building our own products, but also in our internal organization. For example, why we invited President Wang Bo and President Xie Jinying to participate today? Because we have built a product combat unit within Wei Pai, and Wang Bo is in charge. Regarding commodities and technology, Xiao Xie is responsible for marketing, and the two of them are actually a combination. In addition, we are now also building an APP and community that directly contacts users. On the APP, we have 450,000 users, but the number of registrations is now close to 900,000, and the daily activity can reach 13. This number is higher than many commercial The APP is even bigger. In addition, we have built more than 4,000 user communities and can listen to user feedback in a timely manner. For example, when he has a need to improve product intelligence, such as the screen operation is not smooth, there are some logic problems, etc., we can quickly collect this content , which can be solved at any time by upgrading the vehicle.

It can be seen that the user-centered concept is no longer just a slogan, we have actually implemented it.

Media: Hybrid models will be launched in the future. In fact, maybe everyone is concerned about hybrid models, especially Liangtian, which everyone is very familiar with. I would like to ask what is the difference between us and Liangtian?

Wang Bo: The market that is relatively mature now is Liangtian, lt;a class="baikekeyl" href="/toyota/" title="Toyota" data-keyType="MasterBrand" d