"Smart luxury flagship SUV" Star Road Eta Ursae Majoris highlights listed

[Global Network Automobile Comprehensive Report] On February 21st, the "Smart and Light Luxury Flagship SUV" Star Road Eta Ursae Majoris was listed in the global highlight of Shanghai Bund E-sports International Cultural Center, which started the first shot of the high-end SUV market in China in 2023. There are six models of 400T TGDI two-wheel drive and 400T TGDI four-wheel drive in the new car, and the price range is 15.28-20.28 million yuan. Judging from the previous professional media evaluation, Starway Eta Ursae Majoris has the leapfrog strength to comprehensively benchmark the 400,000 joint venture luxury SUV. Combined with the people-friendly price and rich configuration level announced this time, it is believed that after listing, it will quickly set off a "luxury equal rights" movement in the 200,000-yuan SUV market, leading the Starway brand to establish a new pattern of independent high-end market.

What’s even more surprising is that on the basis of high-value purchasing power, the listed Star Road Eta Ursae Majoris has also brought six star enjoyment rights to users, effectively achieving "understanding what users think and pampering what users need":

  1. Hui Xingli: You can enjoy a discount of 10,000 yuan when you buy a car with a loan.
  2. Huanxingli: enjoy a subsidy of 10,000 yuan for replacement to the highest level.
  3. Provincial Star Gift: Free basic maintenance for the first owner for 3 years or 6 times (including the first insurance)
  4. Yuexingli: Free basic traffic for life (first car owner) and free entertainment traffic for 3 years (10G/ month).
  5. An Xingli: the first owner’s lifetime warranty for the whole vehicle
  6. Star ceremony: the first car owner’s life-long free road rescue

Yin Tongyue, Party Secretary and Chairman of Chery Holding Group, said at the press conference that "Starway is the crown jewel of Chery Group, and the global model Starway Eta Ursae Majoris is the representative work of Chery Group’s latest technical concept and latest user concept". Xingtu Eta Ursae Majoris is not only the first strategic model in Xingtu brand 2.0 era, but also the first model of Chery Group’s "Eta Ursae Majoris 202.5 billion science and technology strategy", which is the best embodiment of the innovative spirit of "Technical Chery" in the new era. It is such a model born with its own star aura that has won professional recognition in the automobile industry. Since the blind booking was started on December 27th and the pre-sale was started on January 30th last year, Eta Ursae Majoris has received a high degree of attention-12,900 units were blindly ordered and 5,118 units were fixed. On the eve of listing, with the arrival of the existing cars of Xingtu Eta Ursae Majoris, new cars have become the "hot cakes" of the local automobile market in the first-and second-tier important markets such as Chengdu, Wuhan, Guangzhou and Chongqing, and the hot market value continues to be full.

Judging from the market results of "hot before listing", the product positioning of Xingtu brand for Xingtu Eta Ursae Majoris’s "400,000-class smart and light luxury flagship SUV" is not an armchair strategist, and the key lies in the precise product strategy of "breaking through the purchasing power of doubling the car price". Today, the automobile market in China is undergoing earth-shaking changes. Joint-venture luxury brands have shown signs of fatigue in terms of product change, market demand and user concept. China brand has started to rise strongly through independent innovation technology, and gradually mastered the discourse power and pricing power of the mainstream family car market. At present, there is an urgent need for a product that can show national pride and has the value of high-end cars in China, and Xingtu Eta Ursae Majoris is such a model with a product value of 400,000, which is comparable to the joint venture luxury SUV brand.

Light up the "light" in users’ hearts and achieve the "light" of the national tide in the new era.

"Although the blind booking and pre-sale orders of Starway Eta Ursae Majoris have created a new speed, what is even more surprising is that we have also seen new changes in the portraits of brand users, and a large number of intellectual users and urban light and middle-class car buyers have emerged, which is also the target group of Starway Eta Ursae Majoris", shared by Huang Zhaogen, assistant general manager of Chery Automobile Co., Ltd. and general manager of EXEED Starway Marketing Center.

According to the data, there are 350 million light and middle-class cities in China that are becoming the backbone of consumption. They are well-educated and in the initial stage of their families and careers. They attach great importance to the comfort and quality of life, and self-pleasing consumption is their belief, and they are willing to spend more on hobbies and self-improvement. But at the same time, they are also rational consumers, who know how to be moderate in consumption and pursue a more rational brand. The gratifying market results of Starway Eta Ursae Majoris in the early stage undoubtedly fully verified the accurate positioning of Starway brand to the user population and its forward-looking insight into the future market.

"They are not only the real users of Starway Eta Ursae Majoris, but also the brand genes of Starway," said Huang Zhaogen. Users have always been the best product managers in Starway, in order to practice the brand promise of "understanding what users think and pampering what users need" on the spot. Up to now, Starway has set up user co-creation activities such as Starlight Club and Starlight Friends. Starting from Star Road Eta Ursae Majoris, Star Road will continue to make progress, and join hands with the vast number of users, partners, media, social elites and other industry representatives to create a new user ecosystem in Star Road Eta Ursae Majoris, deeply cultivate the middle-class user population, realize content co-creation, brand co-creation, and users and brands grow together.

At the event site, representatives from various industries, such as Zhang Zhijing, a senior jewelry designer, Qiu Yudong, president of What’s Worth Buying, Li Jing, a teacher from Peking University, and Qiu Yun, an entrepreneur, gathered together to talk about their vision, share their strong recognition of Starway Eta Ursae Majoris’s product strength comparable to that of 400,000-class joint venture luxury SUV, and ardent expectations of Starway brand as "the light of high-end domestic products", which once pushed the atmosphere to a climax.

400,000-level luxury value, for "enjoyment and better"

At the listing meeting, Dr. Gao Xinhua, Executive Deputy General Manager of Chery Automobile Co., Ltd. and President of Automotive Engineering Technology R&D Institute, once again emphasized the "gold content" of the products of Xingtu Eta Ursae Majoris. He said, "Xingtu Eta Ursae Majoris is a brand-new three-good SUV model of Chery Group with the best Chery system, better brand and better market segment". Behind Xingtu Eta Ursae Majoris, three firsts were realized: the first product and birth of scientific research achievements in Eta Ursae Majoris 2025 laboratory. It is precisely because of the strong technical background of Chery Group that as a "leading generation" global product, Xingtu Eta Ursae Majoris can perfectly match the life and spiritual taste of the urban light and middle class.

With its advanced, luxurious and technologically perceptive design language of "Aesthetics of Light", Starway Eta Ursae Majoris won the 2022 IDA International Design Gold Award in the United States, becoming the first fuel SUV of a local brand in China to win this award. On the front face, the borderless middle net of Star Window is matched with X-type starship daytime running lights on both sides, which makes the front face very avant-garde. The car side design subverts the inherent impression of the traditional SUV. With the maximum width-height ratio of 1.149, the design of the cockpit sliding roof and the spoiler of the fighter tail, it has created a fighting atmosphere and dynamic style that is as shocking as a sports car. The design of Xinghe taillight contains mystery, and it has an intelligent light system that can rhythm with the music played in the car. Coupled with the design of the star ring welcome lamp blanket with a full sense of ceremony, it creates a sense of honor and ceremony when getting on and off.

The length, width and height of the new car are 4781 mm *1920 mm *1671mm respectively, and the wheelbase is 2815mm. The size of the leapfrog body gives all the staff a wide and comfortable seating space. In a spacious space, the NAPPA leather interstellar travel seat has a delicate texture and comfortable sitting feeling comparable to that of a high-end sofa. The front seat integrates functions such as ventilation/heating, electrically adjustable leg rest, headrest sound, etc., and the co-driver position is additionally provided with an electric foot rest and five modes of back pneumatic massage. The electric stepless adjustable backrest angle of 7 and independent fresh air system make every occupant find the most comfortable place to belong.

As the first model of "Lion Eco-2023", Starway Eta Ursae Majoris is an example of its peers in four dimensions: architecture, hardware, audio-visual and intelligent driving. With the support of Qualcomm Snapdragon 8155 smart chip+Xiongshi Zhiyun 5.0 gold combination, Starway Eta Ursae Majoris can easily realize operations such as quick start of the vehicle in 3 seconds, identification in 2 seconds, and continuous processing of more than 20 instructions in 30 seconds, and its ultra-fast computing and processing ability eliminates waiting. 24.6-inch curved screen design, brand-new HMI 5.0 UI visual interaction, super ID and Xunfei voice engine and other configurations bring more caring. The 50-inch imaging AR-HUD function further enhances the user’s driving experience. In terms of intelligent driving configuration, the new car will also be equipped with high-heat functions such as AVP autonomous parking service and NOC high-speed pilot intelligent driving.

The new flying fish super-sensing chassis with CDC electromagnetic suspension system, Soft Stop system, chassis hydraulic vibration isolation system, all-terrain technology system, all-scene intelligent four-wheel drive system, intelligent brake-by-wire system and other advanced functions as the core will bring the new car a "flying fish"-like free leap and elegant sliding posture in all road conditions and all-scene environment, and at the same time achieve the ultimate balance of comfort, control and safety in dynamic performance. The new car is equipped with a high-efficiency power system with a 2.0TGDI turbocharged engine and a 7-speed wet dual-clutch gearbox. Among them, the 2.0TGDI turbocharged engine has won the title of "Top Ten Engines of China Heart", which can produce a super power output with a maximum power of 192kW and a maximum torque of 400N·m, and the fuel consumption under WLTC condition is 7.5L/100km.

The safety protection capability of Xingtu Eta Ursae Majoris is also very eye-catching. The new car is built according to the global N-CAP five-star safety standard, equipped with 32 ADAS driving assistance functions, and the car body adopts the new cage-type energy-absorbing space capsule technology, accounting for 85% of the ultra-high-strength steel of the whole car, which can withstand the compression of the 10-ton car body. The unique design of "six energy-absorbing boxes and three-layer force transmission paths" can better absorb and distribute the impact and energy generated by the collision.

It is worth mentioning that the Star Road Eta Ursae Majoris, which is built with the highest five-star standard in the world, has been polished by three rigorous test standards: 1.37 million km+ ultra-long user simulation test, 260,000 km+ durability test and misuse test of 12 working conditions including pits, bumps, braking and squeezing in Eta Ursae Majoris Laboratory, and its reliability can be called the "king of volume" at the same level.

Born to the light, shining to the world, lighting up the next distance.

In 2022, in the extremely ups and downs of the market environment, Xingtu brand achieved a cumulative breakthrough of 100,000 users and a few independent high-end brands achieved positive growth. The annual sales volume increased by 37.6% year-on-year, demonstrating the promising "post-wave" potential and brand resilience. Standing at the starting point of the next 100,000 yuan, Starway Eta Ursae Majoris, a "star model", is bound to lead Starway to achieve brand breakthrough, user breakthrough and market breakthrough, lead Starway to a better future and contribute more brand added value to the global development of Chery Group.