People in different countries have completely different preferences for using cars, for example, Chinese users like big cars, while in Japan, small cars are the main road. In Japan, there is a small car with a displacement of 0.6L, known as "K-Car", which is popular and favored by users because of its affordability and policy inclination.
In the early days of Chinese cars entering the family, due to insufficient purchasing power, small cars were also very popular, such as Suzuki Alto, Chery QQ, etc., becoming the memory of a generation. However, Chinese buy a car, because the wallet is not enough, helpless to retreat to the second, with the growth of income, rapid consumption upgrades, the car is gradually abandoned, the car is known for the Suzuki are delisted.
The Japanese K-Car did not work in China, and it became a consensus for a time, so the car became bigger and bigger. However, in the era of electric vehicles, a good drama of car counterattack was staged. The Hongguang MINI EV launched by SAIC-GM-Wuling, starting from only 28,800 yuan, has become a phenomenon-level product as soon as it is listed.
China K-Car, Wuling successful sample
Electric vehicles are getting hotter and hotter, many fans of fuel vehicles are particularly dissatisfied, thinking that this is the product of policy, large cities limit licenses, purchase restrictions, restrictions, but to new energy vehicles to open the green light, while there are various subsidies, but also to give money and tax exemption, is not the real market demand.
Although many hybrid or electric vehicle users have truly accepted the new technology and like the pure electric experience, there are indeed many people who are helpless to "enter the pit" at first, so it is reasonable that fuel vehicle users are not convinced. But the emergence of The Wuling Hongguang MINI EV, and its rapid popularity, let people see the true value of pure electric vehicles.
At present, the price of Wuling Hongguang MINI is between 28,800 and 48,600 yuan, and the cruising range is divided into 120 kilometers and 170 kilometers, which is very convenient for transportation in the city. For example, as the second car of the family, it is enough to pick up and drop off children and buy groceries, but it is a toy, partner and social tool for young people.
Therefore, although the battery life does not meet the subsidy standard, but with accurate positioning and real market demand, this car is still a fire, known as the "people's scooter" by netizens. In 2020, the sales of Hongguang MINI EVs launched in July reached 127,651 units, and in 2021, it exceeded 550,000 units.
In 2021, the global sales of pure electric cars such as Hongguang MINI EV, Wuling Nano EV and Baojun KiWi EV under SAIC-GM-Wuling reached 750,000 units, becoming a successful sample of new energy vehicles in the world. In Japan, some institutions dismantled the Hongguang MINI EV and concluded that "Japan cannot make such a cost."
Demand driven, creating a new model category
In China, the automakers with the strongest grasp of the market, in addition to the familiar Great Wall, the other is Wuling. Great Wall accurately grasped the air outlet of urban SUVs, off-road SUVs and pickup trucks, while Wuling accurately grasped the air outlet of entry-level MPV (micro-surface PLUS) and pure electric K-Car.
Most importantly, Wuling has created a new category in the automotive market, led the consumer trend, and also pointed out a direction for the entire industry. Following the Hongguang MINI EV, domestic car companies have also begun to act, further enriching the category of pure electric K-Car.
For example: Changan Automobile's Ben E-Star, the official guidance price of 29,800-74,800 yuan, Chery is also under the small ants, resurrecting QQ, launched ice cream, the price is 29,900-4.39 million yuan, and some new brands, including punk, Reading, etc., further enrich the product library of this category, giving consumers more choices.
Nowadays, China's automobile market has entered the era of stock, more and more users are increasing, and car consumers have begun to change to personalization, because many families have begun to buy a second or even a third car, and in the city, this small pure electric vehicle is low cost, convenient and practical, and has a lot of space.
Therefore, although there are more competitors, the market demand is also getting bigger, and the preconceived Hongguang MINI EV still has advantages. After all, sales are there, and it is easier to reduce costs with scale. However, this market is staged, and how long it can last is worth the attention of these companies.
Product line ladder configuration, to undertake the upgrade of old users
People have no far-reaching worries, there will be near-term worries, and the same is true for enterprises. Relying on A00-class pure electric cars to cut into the new energy vehicle track, it has obtained sales, user base, first-mover advantage, and occupied an active position in "double points".
However, the core of the competition for new energy vehicles is by no means this A00-class car with no technical content, but a higher quality product. In the field of fuel vehicles, Wuling's products are also constantly upgraded, which perfectly undertakes the needs of old users' consumption upgrades, so it should also be quickly laid out in the era of pure electricity.
At present, Wuling's choice is to launch the macaron version of the Hongguang MINI EV, with a higher configuration and tone. In addition, there is also the KiWi EV of the Baojun brand, which is also relatively high-end. However, compared with the combination of Chery QQ ice cream and small ants, Wuling still needs a higher quality model.
In the past two years, the new energy vehicle market has been in the "dumbbell type" state, selling well is the hongguang MINI EV such a low-end model and more than 200,000 high-end models, between 100,000-200,000 is relatively poor acceptance. However, from the hot sales of BYD Dolphin and Euler Good Cat, it can be seen that consumers' demand for high-quality electric cars is also increasing.
Therefore, although A00-class small pure electric vehicles now have market dividends, but it is impossible to eat all the time, for enterprises should take this as a breakthrough, as soon as possible to achieve product line echelon equipment, the key is to have a core selling point, to prevent their own hard-earned fan base, with the user consumption upgrade is harvested by others.