In today's world, people's consumption level is getting higher and higher, consumers' requirements for vehicles are gradually rising, and similarly, the models launched by automobile manufacturers are becoming more and more luxurious. Just when people thought that high-end models would be a weapon for the auto market, the mini car was back, and it was the pure electric mini car that was once the most unobtrusive. The micro-pure electric vehicles led by Wuling Hongguang MINIEV are completely at the same level as those high-end pure electric vehicles in terms of product strength, but the sales volume has become a crushing situation. So the question is, in today's era when everyone is competing for the high-end, how can this miniature pure electric vehicle suddenly catch fire again.
Product strength increase
Although it is incomparable with high-end models, compared with the early micro pure electric vehicles, today's micro pure electric vehicles have been greatly improved in terms of product strength. Due to the relatively loose new energy subsidy policy in the early days, many manufacturers are willing to develop and manufacture micro-pure electric vehicles. The research and development cycle is short, the production cost is relatively low, naturally became the first choice at that time, and even some models were manufactured for subsidies, which also made car companies basically have no thoughts about this type of car, which also caused the micro pure electric vehicles at that time to be shoddy, and the reasons under the product strength. For this kind of product, naturally there are only eliminated parts.
Nowadays, the state's subsidy policy has been inclined to long-endurance and high-end new energy vehicles, and there is no subsidy for micro pure electric vehicles. Therefore, the current micro pure electric vehicles have been reshuffled in the market, and they are no longer the "industrial waste" that was only for subsidies. Today's micro pure electric vehicles have made great progress in all aspects such as design, driving experience or real endurance, and improving their product strength can naturally occupy a place in the market.
The habit of using a car is more rational
In addition to the improvement of their own product strength, today's consumer car habits are also slowly changing. Once consumers hoped that the car they bought was a large space, strong power, fuel saving and electricity saving, it was best or a seven-seat four-wheel drive all-round model, but now people are more and more rational about the use of vehicles and understand their own car needs. And many families in first- and second-tier cities have more than one car, running long distances can drive a car with a longer life at home, and driving a micro pure electric vehicle is obviously a good choice. In the third and fourth-tier cities, where the social range of car owners is smaller, the travel radius will rarely exceed 50km, from the consideration of factors such as convenience and economy, micro pure electric vehicles are obviously more advantageous.
Affordable price
Price is also a big factor, there was a set of domestic survey data show that if you want to buy a micro-electric vehicle, what is the key factor in your decision to buy? The price of the vehicle is much higher than the second option with a voting percentage of 62%. Sure enough, consumers are practical, as long as you are cheap enough, all your problems are not problems, what short battery life, no fast charging and the like, I can bear it.
Taking Wuling Hongguang MINIEV as an example, the guidance price of 2.88-486,600 yuan is cheaper than a "old man music", but whether it is from the design or the use of feelings, Hongguang MINIEV is a general existence of dimensionality reduction blows to "old man music". Even if the price is relatively high, the highest micro pure electric vehicle is about 80,000 yuan, and the endurance of this price model is more than 300km, and it is also equipped with fast charging.
Especially after experiencing the impact of the epidemic, the Chinese people's concept of car purchase consumption has also changed towards a cheaper and more durable attribute, at this time, spend tens of thousands of dollars, buy a model that can be legally on the road and has a good design, a qualified driving sense, and low cost of use, and can be used to pick up and drop off children, buy vegetables, shop, and can meet daily short-distance travel, which naturally becomes the most preferred choice in front of people's eyes.
Policy orientation
The policy has also become a powerful helper for the development of micro pure electric vehicles, and the policy mentioned here is not a policy for the development of new energy, but a national normative policy for low-speed electric vehicles "old man le". With the country's purging and upgrading of the "old man's music", micro pure electric vehicles will naturally seize this piece of the market, and this piece of cake is likely to reach the level of 100 billion, the major manufacturers will naturally not let it go, who has the ability who does not want to share it.
In addition to the policy for "old man music", the early "double integral" policy is also an important factor for major manufacturers to enter the micro pure electric vehicle market. Or take Wuling Hongguang MINIEV as an example, according to rumors that the profit of this car is less than 100 pieces, the reason why it dares to set the price to 2.88-4.86 million yuan is so low, is because of the new energy credits. In 2021, a new energy credit can be sold for 3,000 yuan, and next year, the new energy credit will definitely increase in price, definitely more than 3,000 yuan a point. In this way, although the price of the car is set to be cheap, the car is sold, the points are in hand, and the car company will naturally make money.
Now, according to the statistics of the Association of Passenger Vehicles, let's take stock of the top five micro-pure electric vehicles in the first 11 months of 2021.
SAIC-GM-Wuling-Hongguang MINIEV
Sales in November 40395
From January to November, the cumulative sales volume was 344890
Wuling Hongguang MINIEV has been ranked first in the new energy sales list for several months, from the product point of view, Wuling Hongguang MINIEV has a longest endurance of only 120-170km, no fast charging, the maximum speed is only 100km/h, by today's standards, how is not like a qualified model. But it is such a "non-conforming product" that has a monthly sales volume of 40,000 units, a small and cute design, a very high value, and a lot of female consumers have been harvested just by virtue of their appearance. And the price of Wuling Hongguang MINIEV is only 2.88-4.86 million yuan, which fully proves that sentence: you just have to be cheap, and the remaining shortcomings consumers carry for you.
Chery New Energy - Small Ants
Sales in November were 9291
From January to November, the cumulative sales volume was 66846
Compared with Wuling Hongguang MINIEV, the price of Chery Small Ant is higher, 66,900-82,900 yuan. But the higher price also brings a range of 301-408km, as well as a fast charge. In addition to battery life and charging, chery ants are also more abundant in configuration, with a multi-functional steering wheel, a full LCD instrument, and a 10-inch touch screen. Mobile phone wireless charging is equipped, and Chery Ant also supports Baidu CarLife mobile phone interconnection, Bluetooth phone, on-board 4G Wi-Fi, one-key automatic parking, one-key remote control and other functions.
Changan New Energy-Ben E-Star
Sales in November were 6440
From January to November, the cumulative sales volume was 65977
The Ben E-Star is divided into two types: the national version and the ordinary version, with a price of 2.98-7.48 million and a range of 150-310km. The national version is more mediocre in shape, using halogen headlights, and everything is designed for practical purposes. The design of the ordinary version is more stylish, the closed middle net is embellished with diamond-shaped checks, the through-type lower grille shape is very exaggerated, and the headlights also use a sharper LED light group.
The interior also uses two sets of designs, the interior of the national version of the Ben Ben E-Star does not have too many design and decorative elements, the configuration is also relatively basic, and the appearance is the same, are mainly practical. The interior of the ordinary version of the Ben Ben E-Star is dynamic and stylish, and the dual 10.25-inch integrated screen design also increases the sense of technology in the interior.
Great Wall Motors - Euler Black Cat
Sales in November were 4270
From January to November, the cumulative sales volume was 55436
Euler Black Cat currently has 6 models on sale, and the guidance price is 69,800-8.48 million yuan. The comfort and deluxe types are equipped with ternary lithium batteries and lithium iron phosphate batteries respectively, and the battery life, configuration and price are the same. The cruising range under NEDC conditions is 301 km, 351 km and 405 km respectively, and it is equipped with fast charging. It should be one of the earliest new energy vehicles on the market to adopt a cute style design, especially the combination of round headlights and two-color body has brought an unprecedented retro feeling.
SAIC Motor - Clavi CLEAR
Sales in November were 5370
From January to November, the cumulative sales volume was 43758
Clavi Clear currently has only two models on sale, the guidance price is 4.4999-48999 million yuan, these two models in addition to two and four seats, the configuration is exactly the same, and the endurance is also 302km. Stylistically, Clavi CLEAR adopts an enclosed front grille, the central LOGO is the charging interface cover, and the oval headlights also highlight its cute design style.
Written in the end: Just a few days ago, the Ministry of Industry and Information Technology reported another "mini" in the declaration map, and this time it is Dongfeng Xiaokang - scenery miniEV. And with the further intensification of market competition, the subsequent "MINIEV" is not just these few. Moreover, in order to attract the attention of more young consumers, manufacturers will continue to introduce various personalized versions, such as various co-branded models. However, as long as the launched products meet the regulations, form a healthy market competition, and allow consumers to have more choices, then the ultimate benefit between manufacturers is still the consumer.