In "Flying Life", Shen Teng told reporters that some people have successfully relied on people, some people rely on modeling, some people rely on skills, and the automotive industry is the same, there are so many new cars, the reason for the high popularity has never been because of the brand, product strength, sense of value, etc., out of a different "black and red route", and the more fiercely scolded, the better it is sold.
As the "ceiling" of the new energy industry, Tesla can say that street rats, everyone shouts and beats, consumer rights protection, media accusations, even Tesla itself is repeatedly recalled to lose the brand image, from the beginning of last year to reduce the distribution of doors, the middle of the year and Pinduoduo marketing controversy, the vehicle is abnormally out of control, brake failure, spontaneous combustion explosion, sunroof falling off and a series of accidents related to Tesla frequent occurrences, as if the tesla bought is not normal.
Recalling Tesla's recent recall, the reason for the recall is that the front and rear knuckle strength may not meet the design requirements. In the process of vehicle use, the steering knuckle may be deformed or broken, and the suspension linkage may be detached from the knuckle under extreme stress conditions, affecting the driving control of the vehicle, increasing the risk of collision accidents, and there are potential safety hazards.
Here I have to say that consumers for Tesla's tolerance has been full, if it is replaced by any domestic brand, then it has long been sprayed without skin, sales, stock prices must have both plummeted, but Tesla is such a magical existence, sales continue to flutter, in the past November, Model Y and 23117 vehicles continue to maintain the top three positions in the SUV sales list.
Of course, Tesla sales are so strong, the reasons are multifaceted, the early stage to a strong and reliable three-electric system, advanced intelligent automatic driving, tall identity labels as the selling point, won the recognition of the market, in the minds of consumers, Tesla is equal to high-end new energy brand, especially after the domestic, the price is further reduced, for consumers who want to buy new energy vehicles, Tesla must be the first choice.
Secondly, Musk's personal influence has undoubtedly also brought a BUFF bonus to Tesla, building rockets, doing underground transportation orbits, biophysical interaction research... This status as a tech maniac has given Tesla more exposure and allowed more unsuspecting consumers to place successful orders.
It is worth mentioning that Tesla is also a typical "China Pass", understand that all the scolding people are not as big as the impact of real money and silver, once they realize that the market share decline, they will transfer to the price butcher, in early July this year, Tesla released a domestic Model Y standard endurance version, the starting price after subsidies was 276,000, which was more than 70,000 yuan lower than the long-endurance version launched before. The SUV is the most popular model among Chinese consumers, and the Launch of the Model Y Standard Endurance Edition directly led to a burst of orders on the official website. The price of Model Y has fallen, which has caused greater pressure on Weilai and Lantu, which also focus on luxury smart pure electric SUVs.
If Tesla can be more and more scolding and more fire can also be explained, then the hot sales of Hongguang MINIEV can be said to be illogical. Long before the car was launched, it was labeled as an old man, and even made radical remarks that macro MINIEV is to pay IQ tax, but sales will not deceive people.
According to the latest data from the authoritative market research institute EV Sales, Hongguang MINIEV once again topped the global new energy vehicle sales with a wholesale volume of 39128 units in October, which is also the fifth time that the car won the global sales crown this year and was promoted to the "five crowns". Previously, according to the data of the Association of Automobile Associations, in October, Hongguang MINIEV also won the top spot in the Chinese car list with a retail performance of 47834 units; in November, Hongguang MINIEV won the top spot in the Chinese new energy market for 15 consecutive months with 45576 units of sales, and the overall sales volume has exceeded 500,000, and these data do not know how many people have been hit.
In addition, there are very interesting figures, according to the statistics of the relevant platform, Hongguang MINIEV female car owners accounted for more than 60%, the proportion of post-90 users reached 72%, young girls became the main user group of Hongguang MINIEV, not at all the old scooter said on the Internet.
Compared with its body brand, the biggest reason why macro MINIEV can succeed is to find the positioning and use cross-border, out-of-the-loop marketing to weaken the shortcomings in product strength. We can look at it from the body length size, which is basically the same as that of low-speed electric vehicles. But in this process, Hongguang MINIEV joined the trend elements, from the appearance to the interior, captured the hearts of many young women, especially on Douyin, we can often see the figure of Hongguang MINIEV, further expanding the popularity on the Internet.
For the endurance problem of the largest core of electric vehicles, Hongguang MINIEV does not have an advantage, but its ingenuity lies in the main short-distance demand, especially the office workers in first- and second-tier cities, whose daily travel mileage is within 30 kilometers, and Hongguang MINIEV is undoubtedly a stock replacement for the low-speed electric vehicle market.
At the same time, the Price Range of Hongguang MINIEV is very close to the real "Old Man Le" price, but the performance indicators and safety are significantly higher than those of low-speed electric vehicles, which is what we often call the dimensionality reduction blow, the endurance design of Hongguang MINIEV is 170km, far lower than the 300km+ mileage of Baojun E100, BYD e1 and other models, but it is enough to meet the daily travel needs, so the cost advantages are reflected in the price. This is an important reason why Hongguang MINIEV can sell well.
Tesla and macro MINIEV also provide other brands with thinking, in the end is the brand image important? Or is sales important? Spicy car thing believes that this is a game, if there is no sales support, how to brand recognition, including the previous DS, Suzuki, Renault, etc., where are they? Branding and sales are never opposed, because brands are always solving: "Why should users buy from you?" "This decision to question and serve, this is the core task of brand operation, Tesla and macro MINIEV sales continue to rise, no matter what the outside world evaluates, but at least they live better than many brands, this is the biggest success."
With the more mature automobile market, in fact, consumers are almost not swayed by public opinion when buying a car, whether it is Tesla or macro MINIEV, scolding on the Internet but selling very well, fully illustrating that a product is good or bad is not the media to decide, but the need for market and consumer feedback, as long as the product and price meet the expectations of consumers, there is no worry about sales, those who scold Tesla, Hongguang MINIEV, it is likely that they are not car owners, they have not felt the product at all, for these brands, Scolding them is just adding heat from another angle.
Note: The above pictures come from the brand official