At present, China's micro pure electric vehicle market is basically monopolized by Wuling Hongguang MINI EV. Because other brands would never build such a cheap car. Even if the independent brand, Geely, Chang'an, the Great Wall is not built. It's not that they can't build it, but these independent brands have spent more than 20 years to make the brand influence become high-end. How is it possible to build a car for 20,000 yuan? So Geely focused on Xingrui, Xingyue L, Changan on the UNI series models, great wall focused on WEY and tank models, these are high-end.
Therefore, in the mini car market, no one competes with the Wuling Hongguang MINI EV. Recently, Chery launched QQ ice cream, which costs 29,900 to 43,900. The price range is similar to that of the Wuling Hongguang MINI EV, and even the shape is similar. So many people say, isn't this QQ ice cream, copycat Wuling Hongguang MIINI EV?
But I have a different interpretation.
[1] Chery's original micro pure electric vehicle, sales failed, sales are not as high as Hongguang MINI
Before QQ ice cream, Chery also had a miniature pure electric vehicle, Chery Little Ant, which was launched in 2020 with four models. The comprehensive mileage of the Ministry of Industry and Information Technology can reach 301 kilometers, the fast charging time can be fully 80% in 30 minutes, the maximum power is 30kw, the maximum torque is 120Nm, and the maximum speed is 100 kilometers per hour.
This car is much better than the Wuling Hongguang MINI EV in terms of performance and endurance. But sales are not good, why? Because of the price, the manufacturer guidance price of small ants ranges from 66,800 to 78,800. The price of the Wuling Hongguang MINI EV is 28,800 to 38,800 yuan, which is only half the price of small ants.
[2] High-end sales can not move, Chery also built low-end cars
But Wuling Hongguang MINI EV product strength is also really general, it is not fast charged, full charge to take 6 to 9 hours, and the mileage is only 120 kilometers and 170 kilometers, but it is because the price is too cheap, so that users ignore the shortcomings of Wuling Hongguang MINI EV. It also makes it the best-selling pure electric vehicle in 2021.
So Chery was speechless after seeing it, such a short endurance, such a long charging time, can sell so well. So what can be done? That's why Chery launched QQ ice cream. The price has also dropped to 29,900, fast charging is also gone, and the battery life has been shortened by half, the same as the Wuling Hongguang MINI.
[3] So through QQ ice cream, we see the importance of a car positioning
Think about it, if you were asked to spend 60,000 or 70,000 to buy a small electric car, would you be willing? I think most people are reluctant because since I have this spare money, is it not good for me to use it to buy a fuel car?
On the other hand, Hongguang MINI EV, it wins in the pricing, its pricing is about 20,000, 30,000, the market positioning is very reasonable, others come up with a 2, 30,000 (can not buy a loss and can not buy deceived), but also can buy a small scooter, it is very good. Therefore, Wuling Hongguang's use of MINI EV is a small electric vehicle that has also captured the psychology of consumers very well.
And Chery small ants, although they are very powerful everywhere, but the positioning is not clear, the price is relatively high, and it is destined to become a product that does not sell well. And can QQ Ice Cream compete with Hongguang MINI EV? It depends on the market performance in 2022.