NIO held NIO Day for the fifth consecutive year, and when the various aspects of "car owner gift + new car release + concert" have long become the standard process, NIO Day still receives the attention of the whole industry. Back in 2021, Weilai is not smooth sailing, the naked eye can see the impact of chip shortage on new car delivery, and the market competitiveness of a generation of platform SUVs has declined over time, so Weilai needs a new product that will go out in a blockbuster posture in 2022 to ensure the head position and the breadth of vision.
So, et5 came.
01
What kind of car was the ET5 on the eve of the outbreak?
Let's quickly sort out the core product information of WEILAI ET5——
● Measurement: 4790/1960/1499mm, wheelbase 2888mm.
● Front and rear dual motors, 360kW/700N·m, four-wheel drive, zero hundred acceleration time 4.3 seconds, braking distance 33.9 meters.
● Depending on the battery pack, the corresponding mileage of et5 is 550km (75 degrees), 700+km (100 degrees), and 1000+km (150 degrees).
● Vehicles equipped with 75-degree battery packs and 100-degree battery packs are priced at 328,000 yuan and 386,000 yuan respectively, while baaS (battery rental scheme) is sold at the lowest price of 258,000 yuan before subsidy.
● Delivery time: September 2022.
Back to some personal real car experience and subjective perception, ET5 body design can be said to be "not perfect, but significantly higher than the mainstream aesthetic acceptance of the market" type, the advantage is that the family design elements in THE ET5 more emphasis on flat and digital sense, the vehicle's profile processing is very concise, and frameless doors, electric doors, etc. have been expected selling points.
The ET5 comes standard with a 19-inch rim, and the optional level offers a more sporty 20-inch rim and Pirelli P Zero series tires for 9500 yuan. It is worth noting that the optional large-size rim will sacrifice some endurance: the 75-degree and 100-degree battery pack models equipped with 20-inch rims will have a range of 500km and 640km, respectively.
The Coupe tail may become a point of controversy for the ET5 – the roof line is relatively gentle after passing through the B-pillar, so when viewed up close, the rear of the ET5 side has a more sense of thickness and volume.
The design of the interior part is very restrained, in addition to the material basically reproduces the design idea of ET7, mainly through the wrap-around design to increase the sense of space, thereby expressing the design concept of the second living room, and judging from the decibel level of the NIO Day live cheers, "tundra green" and "electric purple" may be the most popular interior themes of ET5.
Tundra green
Electric purple
In a word, comparing the interior of the ET5 with a tram at a similar price point, it is more luxurious than the Tesla Model 3 and Xiaopeng P7, and there is no greasy feeling.
There is also an attraction point in the car is the standard PanoCinema with AR/VR technology (Weilai panoramic digital cockpit), but also provides AR glasses, originally thought that this is just a partial conceptual configuration, after all, there is no standard answer in the definition of the smart cockpit, AR/VR is more like a new attempt to form a car ecology.
However, in an interview with Nio Day the next day, Qin Lihong, co-founder of NIO, made it clear that the panoramic digital cockpit was something that Weilai had set down to do at the beginning of its establishment, and the application of AR/VR that used the computing power support of 4K chips and the continuous power supply in the car in the automotive intelligent cockpit was the next focus area of Weilai.
According to Qin Lihong, "We have observed that electric vehicle owners generally stay in the car longer than fuel vehicle users, so we have discovered new application scenarios for AR/VR technology, and the initial starting point is to enrich the experience of in-vehicle entertainment." "For this reason, the ET5 has been natively designed for the IN-car AR VR experience from hardware, software and content, and when using exclusive AR glasses, it can project a visual distance of 6 meters, equivalent to a 201-inch large screen." Coupled with the immersive sound of 7.1.4, 23 horns, combined with Dolby and acoustic algorithms, this set is marked on a car with a starting price of 320,000, which is very sincere. ”
The last expected part is that the ET5 comes standard with the full suite of autonomous driving hardware for the same NT2.0 platform as the ET7, including the NIO Aquila supersensitive system and the Adam supercomputing platform. Among them, the Aquila hardware part of the supersensitive system covers Tuttomo 300-line lidar, 7 8-megapixel HIGH-definition cameras, 4 3-megapixel surround view dedicated cameras, and is equipped with four NVIDIA Drive Orin chips (Final Force 1016 TOPS) as standard, while the complete functions of NAD will adopt a monthly payment system of 680 yuan, fully considering the flexibility and flexibility of user needs.
02
Pure electricity market pattern, both open and close?
From the product force shaping, in fact, it can be seen that ET5 is as full as possible in terms of hardware, and like ES8/ES6, it follows the logic of "the first car is held high, and the second car is pulling up sales": ET7 brings the second-generation platform and NAD, and ET5 cuts some "high-end but non-essential" configurations (air suspension, Brembo brakes) and then harvests downwards, which is an important reason why many people are optimistic about the ET5 market.
And who is ET5's opponent? Will NIO launch cheaper products next? We also got the exact answer to these questions from Qin Lihong's mouth: ET5 is aimed at luxury fuel cars such as BMW 3 Series, Audi A4L, and of course, tesla Model 3, a big brother in the sales list that cannot be avoided, and Weilai internally hopes that ET5 is close to the current sales level of BMW 3 Series in the heyday of the product cycle.
And, "In the visible time, WEILAI still does not do models below 300,000 yuan, et5 will be our most entry-level model." ”
This also shows that Weilai has actually presupposed that ET5 will become a Model 3-type product, trying to shake the sales base of luxury fuel cars. Standing in the current narrow price dimension, whether it is market share or daily street visibility, the price band of 20-30 million yuan has been dominated by Tesla Model 3, Xiaopeng P7, BYD Han EV, but to the price of 300,000 yuan and above, which is more jumpy in car buying thinking, customers with better consumption power are looking forward to a product with exquisite aesthetics, high-end characteristics, perfect energy system and intelligent feeling, which is the biggest opportunity for ET5.
In fact, from the external caliber released by Tesla, Model 3 has also expressed its willingness to seize the BBA market share several times before, but with the cost and price of exploration, most of the orders are still around 250,000 yuan, and the shipment of the Performance version of more than 300,000 yuan is basically negligible. Weilai ET5 is obviously different, it retains the characteristics of luxury brands, with a unique sales model (vehicle + BaaS) and the first user service system on the market, coupled with the rapid construction of the replacement power station, its added value is enough to make the luxury brand feel weak, but they pretend not to look and must maintain a high posture.
Under the premise of ensuring the brand tone and high-performance characteristics, Qin Lihong also revealed that ET5 hopes to focus on and please younger groups in the temperament and marketing level of models. From the main vision of this year's NIO Day, coupled with the rich interior and exterior color options provided by ET5, it is already doomed that the proportion of young potential customers and female customers in ET5 will not be low.
Another significance of the emergence of ET5 is the narrowing and pulling of consumer attention and thresholds, especially with the rapid improvement of chip performance, the software advantages brought by computing power to the product will be further amplified. In the future, it is likely that starting from ET5, the mid-range electric vehicle market will enter the "crazy iteration" arms race period, in order to increase competitiveness and consumers' immediate satisfaction, Tesla, Xiaopeng, ideals will certainly do their best in automatic driving and intelligent level, so in 2023-2024, it is very likely that a large number of phenomenon-level products will appear, and many pure electric vehicle impulse consumer demand will also be released centrally.
Another impact of this is that the combination of Tesla + Wei Xiaoli is not friendly to those products at the same price that have devoted resources to creating but are difficult to provide a complete intelligent experience and supplemental system (such as Ford Macch-E in front), in the dimension of "innovation", the new forces on the user's attention resources are cruel, and even will make potential customers who are still considering traditional brand electric products appear conservative and funny, even if Mercedes-Benz launched a million-level EQS, Toyota took out 15 electric vehicles in one go. It has revealed the perception that "the big guys look studded, but they look like that again".
ET5 for ordinary consumers this emotional fermentation and guidance can be counted as an outpost, switch back to the most individual and subtle angle, when I push the ET5 product information to friends who are considering new energy vehicles, although many people are still hesitant to buy electric vehicles, but almost everyone believes that ET5 is an interesting product, the future is the world of electric vehicles.
Written by | Yuan Mengquan
Picture| buy a car and ask
Edit | White Technique
Reviewer | Lan Qingqing
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