The debut of the Deep Blue G318, an off-road SUV from Deep Blue Automotive, has stirred excitement among consumers, showcasing the rapidly evolving landscape of electric vehicles (EVs) in ChinaWithin just 70 hours of its launch, the G318 garnered over 10,000 orders, and by the end of its first week, this figure reached over 14,000. Such remarkable order figures for a niche off-road SUV signal strong consumer interest and enthusiasm for this new entrant.
Deep Blue Automotive, a subsidiary of Changan Automobile, aims to carve out a space in the mid-tier electric vehicle marketPrior to the G318, the company introduced the SL03 sedan and the S7 SUV, neither of which reached the monthly sales figures in the ten-thousand rangeThe impressive performance of the G318 has raised the question of whether it can sustain this momentum and help Deep Blue achieve significant sales growth.
As a range-extended off-road SUV with a price starting at less than 180,000 yuan, the G318 enters a market where traditional fuel vehicles have long dominatedSeveral years back, a voice echoed in the automotive world, claiming that "every industry could be reinvented." Today, this mantra resonates in the EV sector, where many existing models are being redefined or supplanted with hybrid and range-extended variants.
While A00 and A0 segment electric cars remain purely electric, there has been a remarkable rise in hybrid and range-extended models within the 100,000 to 500,000 yuan price bracketThe niche market for off-road SUVs is no exception, with vehicles like the Fangcheng Leopard 5, Tank 400, and various other models adopting hybrid technology to enhance their market standing.
The Deep Blue G318 is equipped with a super-range extended 2.0 system built on the New Blue Whale Power platform, combining a 1.5T range extender with a powerful electric motorIts fuel consumption is impressively low at just 6.1L/100km when not using electric capacityThe entry-level two-wheel drive model features a smaller battery with an all-electric range of 77km, while the other models offer between 172km and 190km of pure electric range, complete with fast-charging capabilities.
Within the lineup of six models, the three two-wheel drive versions emphasize daily usability, while two four-wheel drive variants cater to adventurous pursuits, boasting logs for mud, snow, rugged terrain, and more
Advertisements
Notably, these off-road models also incorporate specialized features like a central differential lock and water fording radar, demonstrating a comprehensive approach to outdoor capabilitiesMost models, excluding the entry-level variant, come with Vehicle-to-Vehicle (V2V) rapid discharge functionality.
All five variants boast Level 2 autonomous driving capabilities, which allow for features like speed limit recognition and lane keeping assistanceThe higher-spec variants enrich this experience with blind-spot monitoring and cross-traffic emergency brakingFollowing the G318's launch, the market remains curious about its impact on Deep Blue's overall sales trajectory.
The rise of Deep Blue Automotive has been notable, particularly as it forms part of the Changan Automotive conglomerate, which now encompasses several smart electric brandsWhile Avita focuses on the high-end market with collaborations from industry giants like Huawei, Deep Blue targets a younger, more personality-driven consumer baseHowever, the sales trajectory of Deep Blue has witnessed fluctuations, raising questions about its sustainability in the competitive automotive landscape.
Founded in April 2022, Deep Blue's first model, the SL03, made a splash, achieving over 10,000 first-day ordersA few months later, its monthly deliveries surpassed 10,000 units, making it the fastest brand to reach such heights in the EV marketHowever, the initial exuberance waned, as sales for the SL03 began to dip, only achieving 7,021 deliveries in May 2023.
The G318’s performance could be pivotal for the brand after its second model, the S7, launched in late June 2023. Although the brand showcased potential for improvement, by the end of 2023, it had only delivered approximately 136,900 units, falling short of its ambitious target of 400,000 unitsThe CEO had hope for a better year in 2024, targeting 450,000 units globally, but subsequent announcements revised this down to 280,000 units.
As we venture into 2024, cumulative sales reportedly reflected a 24% completion of this new target, suggesting ongoing challenges
Advertisements
Advertisements
Advertisements
Advertisements