With the pre-sale price of 167,800 yuan, can Eta Ursae Majoris become the sales pillar of Starway in the future?

On January 30th, Xingtu Automobile officially announced the pre-sale price of the new model Eta Ursae Majoris. Two new models were launched, with the pre-sale price of 167,800 yuan and 179,800 yuan respectively. According to the previous plan, the new car will be listed at the end of February.

As the first model of Starway M3X Mars Architecture 2.0, the arrival of Eta Ursae Majoris can be said to be highly anticipated, and whether this new car can bring effective sales increment to Starway is particularly important for the overall performance of Starway in 2023.

On December 27th last year, Eta Ursae Majoris started blind booking. The previous blind booking price range was 170,000-220,000 yuan, and this price range is expected to include PHEV models, so it is not particularly different from the current pre-sale price. According to official data, Eta Ursae Majoris’s first week orders exceeded 6,012 units, and at present, the number of blind orders has exceeded 10,000 units. Although it is still impossible to see how much of this order will eventually be converted into actual purchases, it can also reflect that Eta Ursae Majoris does have a good degree of attention.

First of all, from the perspective of product strength, Starway Eta Ursae Majoris does have many bright spots. From the appearance, the new car retains many design styles of the previous concept car, which is quite different from the products of Starway now. Eta Ursae Majoris’s front face adopts a relatively three-dimensional shape, the middle net is composed of diamonds from small to large, and the headlights on both sides are also sharp, which further enhances the visual effect of the front face. In addition, the design of the coupe SUV and the exhaust layout of the two sides have more catered to the needs of young consumers.

In terms of interiors, the overall technological atmosphere of the new car is equally good. The new car is equipped with a 24.6-inch curved dual screen, while the steering wheel adopts a touch design. In addition, the central control panel of the new car is equipped with the LION5.0 car networking system of Lion Zhiyun, and is equipped with Qualcomm Snapdragon 8155 chip.

In terms of power system, Eta Ursae Majoris is equipped with a 2.0T engine that Chery is proud of, with a maximum power of 192kW and a maximum torque of 400 Nm, matching the 7DCT gearbox. It is reported that PHEV models will be launched in the future. In addition, the new car is also equipped with CDC adaptive electromagnetic suspension system, which further improves its handling performance.

However, judging from the market environment, Starway Eta Ursae Majoris will face a lot of market pressure in the future. First of all, from the price range, Starway Eta Ursae Majoris has entered the "hinterland" of many joint venture brand models. Although Eta Ursae Majoris does have many bright spots in terms of book strength, the lack of brand power is still an important problem it has to face. Under the pressure of mainstream joint venture SUV models such as Honda CR-V, Toyota RAV4 and Tiguan L, it is not easy for Eta Ursae Majoris to gain a foothold in this market.

In addition, among the high-end models of China brand, there are also many powerful models, such as Changan UNI-K, Lingke 01 and Wei Mocha. Therefore, if Eta Ursae Majoris wants to become an instant hit, it is bound to make more efforts in product marketing and brand promotion. In addition, the channel construction of Star Road and how to effectively distinguish it from Chery brand will also have a certain impact on the market performance of Eta Ursae Majoris in the future.

Write it at the end

In the past year of 2022, Starway sold 51,142 vehicles, a year-on-year increase of 37.6%, and the overall increase was quite obvious. However, this is also based on the previous low sales base, with an average monthly sales volume of about 5,000 vehicles, which is still in a marginal state in the overall automobile market. It remains to be seen whether the arrival of Starway Eta Ursae Majoris can become the sales pillar of Starway.

(Author: Hefeng)