【EV Vision Report】With 750,000 units, SAIC-GM-Wuling has crossed another sales milestone.
On January 6, SAIC-GM-Wuling announced that as of December 31, 2021, the cumulative sales of GSEV series products including Hongguang MINIEV, Wuling NanoEV, KiWi EV, etc. have exceeded 750,000 units, and 1 of every two small new energy vehicles sold in China is GSEV, creating a global sales record for small new energy vehicles.
The "GSEV User Travel White Paper" gives more shocking figures, SAIC-GM-Wuling small new energy vehicle owners have a cumulative driving mileage of 5.5 billion kilometers, and the cumulative reduction of carbon emissions is more than 1.04 million tons, which is equivalent to the annual carbon dioxide absorption of the five Shennongjia National Forest Parks.
It is no exaggeration to use "global new energy popularizer" to describe SAIC-GM-Wuling.
Part of this is due to the market feast: in November last year, the penetration rate of new energy passenger cars released by the China Automobile Association has reached 19.5%. But saic-GM-Wuling's performance is still impeccable, meeting the people's high expectations and handing over this near-perfect report card.
In the face of more and more competitors, why is SAIC-GM-Wuling becoming more and more "invincible"? Behind the 750,000 vehicles, what is being done right? The reason is in the 3 key points below.
1, the "sweet spot" of consumers
Now, the people of the whole country, and even the people of the world, have remembered a slogan: "What the people need, Wuling will build", which is not only a slogan, but also a commitment made by SAIC-GM-Wuling based on the needs of users.
In the fierce competition with many strong players, SAIC-GM-Wuling is very good at creating opportunities in the seemingly impossible.
When a number of car companies have made efforts to develop high-end products, Wuling has found the spring of small electric vehicles. Market-oriented, user-centric, providing choices for urban short-distance travel and family second cars is Wuling's precise play.
The first successful product Wuling Hongguang MINIEV, with a small and cute shape and cheap is the price of the king, as soon as it is listed, it will trigger consumer demand, and the core positioning is "the people's scooter", so that any consumer group can afford it, so that short-distance travel has a safe and reliable choice.
Wuling Hongguang MINIEV is indeed to provide consumers with the best solution for the current travel: good looking, good to open, good to stop, good cheap, good practical, but produced by large factories, so rest assured.
In the past two years, Wuling Hongguang MINIEV does not enjoy new energy vehicle subsidies can still sell well, when the market from the policy-driven into the era of product-driven, with higher cost performance and stronger product force of the car is more likely to get consumer recognition, Wuling Hongguang MINIEV has thus become a phenomenon-level top stream, China's small new energy vehicle market formed a strong pull and leadership.
Wuling Hongguang MINIEV's record can be said to be quite brilliant, and its sales volume has exceeded 550,000 units since its listing. In January, April, July, August and October 2021, it topped the global new energy passenger car sales championship five times, and ranked first in China's new energy sales for 16 consecutive months; sales of 47,834 units in October, creating the highest single-month sales of new energy single models, and won the top spot in China's sedan list; single-day sales exceeded 2200 units, selling 1 unit every 16 seconds, setting a record for China's new energy sales, such a "Wuling speed" has achieved a veritable "light of domestic goods".
It is worth noting that Wuling Hongguang MINIEV completely got rid of the traditional impression of the past scooters, and was named "net red person design", according to the official statistics of user portraits, thanks to personalized design and fashion trend elements, more than 70% of sales are contributed by young consumers after 90, of which 60% of users are women.
How to approach the sweet spot of consumers is a crazy art for car companies, and SAIC-GM-Wuling has done it and done it right.
2. Excellent independent research and development strength
The needs of the people are the goal of Wuling! This is the driving force for SAIC-GM-Wuling to actively explore forward-looking technologies, and promote the comprehensive replacement of small fuel vehicles by small new energy vehicles.
Behind the continuous hot sales of products, the global small new energy vehicle platform (GSEV-Global Small Electric Vehicle) independently developed by SAIC-GM-Wuling has played a key role, redefining small new energy vehicles from the aspects of space, safety, energy consumption, energy replenishment and experience, and successfully developing the small new energy blue ocean market by promoting integration, modular innovation and accurate market insight.
Focusing on the deep problems of the industry and the experience of car use scenarios, SAIC-GM-Wuling has made important achievements in the technical research and development of battery cell standardization and improving low-temperature cruising range.
First of all, the GSEV high-performance power battery system in the industry first defined the GSEV standardized battery, a change in the industry's multi-variety, small batch status quo, truly to achieve the standardization of the battery cell, can effectively reduce the battery cost by 10%, improve the supply capacity. The GSEV standardized battery pack developed based on standardized battery cells adapts to multi-platform development and application, adapts to the iterative models under the GSEV global small pure electric vehicle architecture platform, and can be adapted to a variety of models and 120km-300km multiple endurance versions.
Thanks to the standardization and platformization of batteries, the sales volume of GSEV products has been promoted, and at the same time, as the largest installed new energy vehicle battery system in the country, the GSEV high-performance power battery system has also driven the large-scale development of the entire new energy battery supporting industry chain and promoted the standard release of micro and small electric vehicles in the industry.
Secondly, in view of the long-term and difficult winter mileage anxiety problem of new energy vehicles, SAIC-GM-Wuling has innovated in terms of battery intelligent thermal insulation design and intelligent calibration technology of the vehicle system based on the GSEV platform, so as to minimize the impact of temperature on battery performance and effectively solve the problem of winter endurance discount.
According to the "White Paper on Low Temperature Endurance of China's Small New Energy Vehicles" released by China Automobile Research Institute, after comparative testing, the low-temperature mileage retention rate of Wuling Hongguang MINIEV reached 67.5%, higher than the industry average of 59.95%.
I have to admit that SAIC-GM-Wuling's ability to accurately solve consumer pain points with technology can be called a high-level player. Technology is the first productive force, and the constantly explored GSEV model is almost impossible to replicate.
3. User co-creation culture
GSEV series products seem to activate the marketing universe of SAIC-GM-Wuling, each time deeply touching the user's preferences and thinking, especially grasping the young people's desire for personalization, triggering a huge circle effect.
From the stall economy, to the cross-border snail powder, from the Spring Festival Mask, to the Shanghai Fashion Week, from the personality modification, to the fashion party, from the Wuling Hongguang MINIEV Macaron Version, to the cooperation between NanoEV and Disney, SAIC-GM-Wuling is a trend master, so that the car is beyond the scope of the means of transportation, wuling brand innovation of a car fashion culture belonging to the Chinese people, to create a unique era symbol that is both grounded and energetic.
When sales reached a new milestone moment, SAIC-GM-Wuling deeply understood the needs of users, created an online co-creation position for 750,000 GSEV car owners at the LING Club - MINI Life, and launched two major sections of roaming plan and annual bill, hoping to build their own people, cars and life play positions for car owners through data function records, light social functions, welfare games, etc., and create a new experience of social travel with users.
Among the 550,000 Wuling Hongguang MINIEV users, there is also a group of young female users who are keen on fashion fashion makeup and like to express their personal fashion views through Chaochuang Hongguang MINIEV, known as "Wuling Girls", in response to their fashion makeup travel demands, Wuling officially announced the official launch of Wuling Girls' global beauty auction tour, and will make the beauty blockbusters created with users into "50 °C Ling Sense LIFE" magazine, which will be jointly published online and offline.
GSEV as a "net red car" swept the whole network, breaking the circle of play, bursting social networking, and constantly subverting the development of the industry model. Perhaps it is precisely because it can take into account travel and tide play to a certain extent that it has become the choice of more people.
epilogue
To provide users with the best products, not necessarily need to be very expensive, GSEV relies on differentiated competitiveness to win word of mouth and sales, whether it is MINIEV, NanoEV, or KiWiEV, for consumers are very "fragrant" choice.
Today's milestone is also the starting point of the next new challenge, it is certain that Wuling will always embrace change, continue to play with users, and lead the development of China's new energy industry in all aspects from sales, technology and culture!