The market is clamoring for affordable, large-volume SUVs.

On May 19, news broke about a domestic M9, but this wasn't the Wenjie M9. Instead, it was the newly named "AI Technology Large Six-Seater Flagship SUV" under Geely Galaxy – the Geely Galaxy M9.

Screenshot: Weibo @Geely Galaxy New Energy

Following the announcement of Geely Galaxy M9's naming, the comment section was not filled with support but rather complaints and doubts from netizens:

• Wenjie M9 enjoys high sales and popularity, leading some netizens to believe Geely Galaxy is promoting Wenjie M9.

• With Geely Galaxy L7 and Geely Galaxy Starship 7 EM-i already in the lineup, why not name it "Geely Galaxy L9" or "Geely Galaxy Starship 9"?

Screenshot: Weibo

Amidst these complaints, one sentiment stands out: the Geely Galaxy product line's naming system is confusing.

Apart from the Yizhen L380 merged into the Geely Galaxy brand, the lineup includes the L Hybrid series (L7, L6), the E Pure Electric series (E5, E8), and the "Star" series (Xingyao 8, Xingjian 7, Xingyuan). Consumers struggle to differentiate between these series, let alone products with similar positioning like Xingjian 7 and Galaxy L7. Adding a new M series only compounds the confusion.

As the automotive market competition intensifies, every additional complexity in the selection process can discourage consumers.

Image source: Autohome

While naming can temporarily impact sales, a product's ultimate market performance is determined by its merits. Optimistically, the choice of M9 suggests the new car incorporates technology not found in the L series.

Automotive information platform "Autohome" revealed spy shots of Geely Galaxy M9, suggesting a May 22 release. Diantong attempts to piece together Geely Galaxy M9's basic strengths based on available information.

Does Geely Galaxy M9 have many differentiated advantages, or is Deep Blue S09 its main competitor?

From the spy shots, Geely Galaxy M9's body shape resembles large six-seater SUVs from Lixiang and Wenjie, appearing tall and bulky with a straight roof line ensuring ample interior space.

Diantong believes the focus is on the "Qianli Haohan" on the car cover, indicating Geely Galaxy M9 is equipped with the Qianli Haohan driving assistance system. Combined with the official description of "peak technology," Diantong expects the intelligent driving system to be at least H3 level, with the high-end version potentially reaching H5, enabling D2D parking space-to-space pilot assistance.

Image source: Geely Holding Group official

While other large six-seater new energy SUVs feature hidden door handles, Geely Galaxy M9 opts for traditional ones, likely receiving positive reviews. However, considering the current information, Diantong believes Geely Galaxy M9's product positioning cannot compete with models like Wenjie M9, Wenjie M8, and Lixiang L9. Instead, Deep Blue S09 is a more direct competitor.

Diantong isn't saying Geely can't build a large six-seater luxury SUV priced at 400,000 to 500,000 yuan. However, when domestic SUVs reach this price range, they come with gimmicky configurations often revealed through the car cover during spy shots.

For example, the Tengshi N9 test vehicle boasts "Replace me within 5 million" and "huge monster," Ledao L60's says "Better than Maodou Y," and the all-new Lanvin FREE has "Dongfeng +?+ Huawei" and "Leading by more than one generation." In contrast, Geely Galaxy M9's sole "Qianli Haohan" suggests intelligent driving is its biggest highlight, with other features being unremarkable.

Moreover, the Wenjie M9, priced at 400,000 to 500,000 yuan, already offers remote door handle operation. Geely Galaxy M9's traditional door handle design only caters to mainstream consumer preferences. During this year's Shanghai Auto Show, the Deep Blue S09, positioned as a large six-seater SUV, started presales at 239,900 yuan, with the top-end version not exceeding 310,000 yuan, directly targeting Lixiang L9.

Image source: Diantong photographed at the Shanghai Auto Show

In recent years, Deep Blue Automobile has emphasized cost-effectiveness, lowering prices and enhancing fuel economy with range-extended hybrid technology. Pricing a large six-seater SUV at 239,900 yuan showcases a large factory's cost control ability.

Therefore, Geely Galaxy M9's price is likely within 300,000 yuan. Considering Geely Galaxy family models' entry-level versions are relatively "basic," it may further lower the purchase threshold. Diantong speculates Geely Galaxy M9's starting price could be just over 200,000 yuan.

Is the high-end home SUV market gradually declining?

Before 2020, the 300,000 yuan-plus segment was dominated by luxury and joint venture brands. Despite high prices and low configurations, there were few domestic cars worth considering, leaving consumers with limited options. After 2020, relying on experience accumulated on automotive information platforms, Li Xiang launched the affordable high-end Lixiang ONE, quickly becoming a new force brand sales leader.

Subsequent products like the Lixiang L series, Wenjie M series, and Tengshi N9 essentially seized market share from luxury and joint venture brands.

Image source: Diantong photographed

However, Diantong noticed the Lixiang L series' sales force gradually shifting from Lixiang L9 to the cheaper Lixiang L6, with "cheaper and more generous" home SUVs emerging.

After all, high-end is a niche demand, with most consumers seeking basic transportation.

Leapmotor successfully targets the mainstream home SUV market.

Leapmotor's best-selling C series, priced under 200,000 yuan, offers different sizes and positioning. The Leapmotor C11 and Leapmotor C10, balancing space and experience, sold 9,431 and 7,256 units respectively in April, becoming the second and third best-selling models in the domestic mid-size SUV market after Tesla Model Y and BYD Song L DM-i.

To unlock the "sales password," Diantong believes Leapmotor maximized its brand's high cost-effectiveness.

• The Leapmotor C11 comes with superior configurations like a front double wishbone + rear five-link suspension, co-pilot entertainment screen, and Nappa leather seats, along with an axle base exceeding 2.9 meters, making it very cost-effective.

• The Leapmotor C10 embarked on the path of "intelligent driving equality," with lidar, 8295 chips, and high-speed pilot assistance functions standard on 150,000-level SUVs, making it the SUV with the highest "intelligence-to-price ratio" at the time.

Image source: Diantong photographed

With these models, Leapmotor surpassed Lixiang to become the best-selling new force brand.

The demand for 100,000 to 200,000 yuan price range SUVs is much higher than for 300,000 yuan models. Now that large-volume SUVs are no longer novel, automakers have thoroughly studied this market demand. By meeting these demands at a reduced price, there's a complete opportunity to become the new mainstream. Geely Galaxy M9 aims to achieve this.

Two keywords for Geely Galaxy: mainstream and alternatives

Recently, Geely Group plans to acquire all shares of Zeekr to integrate internal resources, reduce conflicts of interest, and improve brand profitability.

Initially, Geely Galaxy was just one of Geely Automobile's sequences. Becoming a group sub-brand, apart from internal factors like strategic planning, is fundamentally due to impressive sales data. In April, the domestic sedan and SUV market sales champions were Geely Xingyuan and Geely Xingyue L, both belonging to the Geely Group.

Geely Galaxy's upgrade from a series to a brand without being merged indicates Geely Automobile Group recognizes its market capabilities and development potential.

Image source: Diantong photographed

Geely Galaxy announced covering the full range of new energy markets, including sedans, SUVs, MPVs, and hardcore off-road vehicles, similar to Deep Blue Automobile's product planning. Analyzing Geely Galaxy's product matrix, it's initially confusing, but its main products either target the mainstream market or enter as "alternatives."

Besides the current lineup and upcoming Geely Galaxy M9, a new hybrid sedan has been exposed. With a length of nearly 5 meters, it offers 2L fuel consumption when the battery is low and an ultra-long combined driving range of 2,100km, seemingly targeting new energy sedans like Qin L DM-i. At this year's Shanghai Auto Show, the first hardcore off-road SUV, Galaxy Warship, was unveiled, completing the "puzzle" for hardcore off-road vehicles.

Focusing on the mainstream market and "alternatives" are Geely Galaxy's strengths. Ultimately, it uses high cost-effectiveness products to seize the new energy market, a sound development strategy. However, Geely Group still faces two important issues:

• The product line's naming system indeed needs improvement. It's difficult for consumers to judge product positioning and selling points from the car name, hindering dissemination.

• While Geely Galaxy's positioning is becoming clear, Zeekr's development in the high-end market has slowed. After acquiring Zeekr, the group needs to quickly reverse the high-end market's development dilemma.

(Cover image source: Autohome)

Source: Leitech