KX11 exhibited at the 19th Shanghai International Automobile Show
GEELY unveiled the KX11–the model code for the Xingyue L which features, among others technologies, a one-meter long dashboard that operates everything from navigation to audio systems to health checks apart from the usual information and entertainment a driver and passenger needs.
Based on what Geely calls the Compact Modular Architecture (CMA) the KX11 is also the platform used for the Volvo XC40.
Geely marketers realized the global shift from passenger sedans to more efficient people movers and larger sports utility vehicles. Worldwide, SUVs are the most popular choice for new urban car buyers, and in some markets completely replacing the sedan. Geely has shown its expertise in this segment with highly competitive Coolray and Azkarra, both of which have won unanimous praise in the global SUV market.
The company calls the Xingyue L the “liberator SUV product.” By this, it meant that the technology that it has put into the vehicle are disruptors — more than simple trendsetting engineering, these were designed to displace current software and hardware thinking for cars and create completely new platforms–the first of which are those that affect five aspects of “safety, health, intelligence, performance, and energy savings.”
“The company is leading the development of intelligent SUVs in four major areas: vehicle OTA, 5G Internet connection, intelligent digital cabin and application of automatic driving technology, becoming the leader in making intelligent SUV popular, and entering the digital intelligence Geely Auto 4.0 Era,” Gan Jiayue CEO of Geely Auto Group said during the global virtual reveal. This is the second of three “SUV Liberator” actions the automaker is taking to meet and fulfill the needs and demands of the new SUV buyer.
Jiayue also said that in these disruptions Geely intends to dialogue with their customers in a new form–zero distance from users–meaning that a mechanism for feedback and change will be implemented. This is the last of its three “SUV liberator” actions which are envisioned to gradually grow the company into a user-friendly enterprise.
High level of interest
The Shanghai Auto Show reveal of the KX11 has generated a stirring discussion on the technologies and engineering of the new SUV and it could surpass the leadership of international brands? Questions posted included “will Geely produce pure electric products? or can the user experience be more open, diverse, and innovative?”
Gan Jiayue announced the intelligent technology points such as mobile 5G high-speed mobile communication technology and whole-vehicle all-area firmware-over-the-air (FOTA) online upgrade technology. And to prove zero distance from users is a working concept, he responded, by letter, to each question from fans one by one.
He said that the KX11 is equipped with “the strongest vehicle specification level Qualcomm Snapdragon 8155 chip, supporting 5G high-speed network, and one core driving multiple screens: a giant IMAX one-meter screen across the center console, a 25.6-inch AR-HUD head-up display and a 12.3-inch intelligent instrument screen, creating the intelligent cockpit with the largest screen-to-body ratio.”
Xingyue L supports the whole vehicle on-the-air (OTA) online upgrade technology, which keeps a constant connection to the network like a mobile phone and updates in real-time.
In terms of autonomous driving, Xingyue L is equipped with 5G-AVP 1km unmanned parking technology, which enables real-time communication between the car park, the Cloud and the vehicle itself allowing the car to independently find a parking space to park and independently locate the owner.
“With the help of safe autonomous driving, users can be completely freed from the difficult parking scenario,” Jiayue said.
Continuing R&D
In order to continuously improve its technological strength, Geely has continued to invest more than 100 billion in R & D in ten years.
In 2020, it invested RMB4.8 billion in R & D, representing 5.2 percent of its revenue, which above industry levels. At the same time, it has built what it calls a “life guardian safety and health laboratory,” investing hundreds of millions of yuan annually to build a “comprehensive health vehicle,” so as to build a “super intelligent mobile terminal” with high integration of online and offline.
“With the “new four modernizations” as the core, Geely is mastering its core technology advantages and continuously improving its capabilities in cutting-edge technologies such as new energy technology, vehicle networking, intelligent driving, shared mobility, in-vehicle chips, low-orbit satellites and flying cars,” an official Geely press statement said.
The long view
The “L” in Xingyue L means a lot of things according to my sources in the Chinese motoring press. It may mean “long” pertaining to the size of the SUV–currently the biggest in Geely’s line-up with a wheelbase of 2,845 mm, total length of 4,770 mm, a width of 1,895 mm and height of 1,689 mm. It also means “length” pointing to the 1,000 mm dashboard screen. And it also means “luxury” which is the market positioning and the content of the KX11. The fourth possible meaning is “liberate” which was discussed earlier.
In the Philippine media press conference after the morning virtual launch, Michael Song – General Manager, Geely Automobile International Corporation, responding to a question for Philippine Star Wheels Editor Kap Maceda said that the disruptions that Geely’s CEO was talking about meant that the KX11 and other new models will make full use of Geely’s technological advances in automotive software and hardware to re-create the sports utility vehicle to meet the needs and demands of an ever-growing base of users globally.
To expand further in this market requires Geely to increase its exports and according to Jenny Jin, Deputy General Manager, Geely Automobile International Corporation exports totaled 14,697 units in Q1 of 2021, an increase of 190.85 percent year-on-year, and total sales of 10,338 units, an increase of 78.09 percent year-on-year.
