The new energy shooting brake market is heating up, and new forces are competing closely with leading companies
2024-08-13
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In recent years, the concept of new energy shooting brakes has always attracted much attention from the market. Judging from the sales of vehicle models, there are still not many products that can exceed 10,000 units per month. Compared with the SUV market and sedan market, which can easily exceed 30,000 units, it can be seen that the market is niche, but it has not stopped the pace of exploration of many car companies. Many domestic car companies have successively launched a number of new energy shooting brakes, such as Zeekr 001, NIO ET5T, and Nezha S shooting brakes. Especially in August, the launch or listing of new shooting brakes has become popular again. Faced with the shooting brake trend ignited by new forces, even BYD has continuously launched new cars to join the battle.
BYD Shooting Brakes enter all sub-brands
The name "shooting brake" was originally used to describe a light horse-drawn carriage used for hunting. Later, with the development of the automobile industry, it evolved into a general term for three-door station wagons or extended hatchbacks in Europe. Many luxury car brands have launched shooting brake models that are modified from sports cars, so shooting brakes also have a more noble background than station wagons.
Recently, BYD announced that the Denza Z9GT will start pre-sale on August 20. The new car is positioned as a luxury flagship model and adopts the design style of a GT sports car. The overall shape is more sporty. The interior adopts an embracing cockpit design, full LCD instrument + large-size central control screen + co-pilot entertainment screen. In terms of power, the new car will provide pure electric version and plug-in hybrid version.
As early as four months ago at the Beijing Auto Show, the new Denza Z9GT made its debut. The new shooting brake coupe appearance attracted the attention of many young consumers. The large-sized body combined with excellent plug-in hybrid power caters to the needs of the current automobile market. The length, width and height of the new car are 5180/1990/1500 (1480) mm respectively, and the wheelbase is 3125 mm, reaching the level of a medium-to-large sedan. For car companies, the main goal is to win the attention of the shooting brake audience and compete with the slightly lower-level shooting brake market with the higher-level GT sports car.
In January this year, BYD Dynasty's first B-class hunting SUV, Song L, was launched. The new car has a total of 5 models, with a price range of 189,800 to 249,800 yuan. The overall dimensions of Song L are 4840/1950/1560mm, with a wheelbase of 2930mm. It has a front trunk and a rear trunk, and the volume can be expanded to 1101L. As a B-class hunting SUV, Song L is built on the e platform 3.0 and is equipped with CTB battery body integration technology, Yunyan system and other technologies.
BYD also revealed that after the Haibao 06 DM-i, Haiyang.com will launch the Haibao 06 GT to further expand the Haibao IP and strengthen Haiyang.com's product layout in the field of personalized sedans. The Haibao 06 GT will debut at the Chengdu Auto Show on August 30 and is scheduled to be officially launched in mid-to-late September. The car is built on the e-platform 3.0 Evo and is positioned as a large hatchback sedan. From the leaked application pictures, it can be seen that it is different from a typical hatchback or SUV, and it is full of shooting brake style.
New forces compete fiercely with peers and have more distinct personalities
With Song L and Denza Z9GT, can BYD's shooting brake position be consolidated? Not necessarily. Shooting brakes on the market have not stopped competing for chassis. Because three years ago, Zeekr 001 was the pioneer and took the lead in shooting brakes. This 001, which makes the station wagon look luxurious, can be called a shooting brake, which has opened up a third personalized market for new energy vehicles besides SUVs and sedans, and points to the luxury level.
Zeekr 001 is built on the SEA vast intelligent evolution experience architecture, which is a new generation of native pure electric architecture and an intelligent car architecture developed around dynamic iteration to meet the requirements of Industry 4.0. Zeekr officials also announced that the 2025 Zeekr 001 and 2025 Zeekr 007 will be released on August 13. The new Zeekr 001 may usher in a comprehensive optimization and upgrade of the intelligent driving system, while the Zeekr 007 is expected to achieve innovation in wheel design. Data shows that from January to July, the Zeekr brand delivered a total of 103,525 new cars, a year-on-year growth rate of 89%. This data not only refreshed the brand's historical record, but also further consolidated its leading position in the new energy vehicle market.
As a second-tier brand, Nezha is thinking about how to break through. On August 8, Nezha Auto officially unveiled the Nezha S Shooting Brake. Officials said that the Nezha S Shooting Brake breaks the shackles of limited space in sedans, giving this classic model unprecedented intelligence and extended-range power. As a masterpiece built on the Shanhai Platform 2.0 architecture, the first model equipped with Haozhi supercomputing fusion domain control + 800V high-voltage fast charging, the Nezha S Shooting Brake inherits the design of the Nezha family. However, as a latecomer brand, whether it can really achieve a comprehensive upgrade in power, intelligence, and driving experience, and be recognized and loved by consumers, this is still a question.
As the latest masterpiece of the NIO brand, the ET5T is equipped with NIO's new generation of efficient electric drive platform, applies silicon carbide power modules, and has a front motor power of up to 150kW. By optimizing energy consumption and costs, the CLTC range of the ET5T can reach 1010km, demonstrating NIO's accumulation in battery technology. The price range of this car is between 298,000 yuan and 356,000 yuan.
As for the Avita 12, it uses a highly integrated "H-type" ternary lithium battery jointly developed by CATL. Its ultra-thin design and high energy density significantly increase the vehicle's range while ensuring good space utilization and ride comfort. In terms of the drive system, the Avita 12 is equipped with Huawei's DriveONE iTRACK dynamic torque distribution system, and the entire series is equipped with the Qiankun intelligent driving system as standard, integrating Huawei's latest technology in the field of autonomous driving. The strength of the Avita 12 has leapt up at once.
Judging from the reactions of netizens, the shooting brake is still in the market that emphasizes individuality, and has a certain pulling effect on young people. Especially for companies that want to establish a young position, the moderately priced shooting brake is indeed quite attractive. As for whether people will pay for the appearance in the end, it is most closely related to the pricing of the product. Take BYD as an example. It is used to the practice of price war, which will also make people think about waiting before buying, and give competitors the concern of not raising the price.
Text and photos | Reporter Qi Yaoqi
