TRAUM AUTO TO FOCUS ON THE YOUTH SEGMENT
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The latest auto brand coming from China, Traum Auto from the Zotye stable, was officially launched on the 27th of June 2017. The company is registered as Traum New Energy Automobile and will be headquartered in Hebei Province. The new Chinese auto brand will use Zotye’s Chongqing plant for its vehicle production. Traum is the German word for “Dream” and judging from the pace of growth in the Chinese auto sector the Chinese Dream is to have a vehicle, more particularly an SUV.
The new Zotye brand is focussed on the aspirational youth segment in the fast-growing Chinese economy. Most automakers globally struggle to attract the younger generation to show interest in owning vehicles as mobility trends change. In the USA only around 20% of the youth in a 2012 survey showed any interest at all in getting a drivers license. In the Japan Toyota discontinuing its youth brand Scion at the end of 2016.
Will Traum Auto develop electric vehicles?
Traum Auto, very much like another newcomer Yudo Auto, is zooming in on the SUV segment as it plans to release eight SUVs in the next three years and only one sedan or hatch vehicle. Other than Yudo which will only produce electric vehicles, Traum will produce vehicles with an original design and advanced power plants over the whole spectrum of HYBRID, PHEV and BEV technologies leveraging on Zotye’s knowhow. The company targets efficiencies for its hybrid vehicles of 4liter/100km and plug-in hybrids of 2l/100km and BEV with a range of 550km (340 miles).
Traum has more than one German connection.
Traum Auto aims to develop connected car’s packed with the latest technologies and will kick off with a five and seven seater SUV as early as November this year.
Being in step with its target market Traum Auto will use new sales channels to distribute its vehicles. China has embraced e-commerce and other Chinese automakers such as Geely has already switched to online delivery channels away from the physical dealership model. China’s most popular city EV, the Geely Zhi Dou D2 EV is sold exclusively through experience centers, Geely’s Tmall.com store and new energy vehicle online platform Diandong.com. Traum Auto will, however, must have some physical presence close to its clients as it is still tied to regular servicing of combustion engines.
Traum Auto has named Song Jia as its CEO and gained the skills of Benedek Toth as its designer. Benedek Toth worked as Senior Designer at Mercedes-Benz’s RDNA Advanced Design in California. Do you see the Mercedes connection in the Traum models rendered below? We would love to hear your thoughts in the comment section.
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