Perhaps the pre-sale starting price of 299,000 yuan is the biggest controversy over the Wei brand Mocha DHT-PHEV – or more commonly called the Mocha Insert Mixed Version.
Not only because of the starting price of MOCHA DHT-PHEV of 299,000 yuan, but also 75,000 yuan higher than the top price of MOCHA top matching of 223,800 yuan. This is not a small price gap, which means that the potential consumer group has been completely differentiated, and it also means that the motorcycle truck system has not been closely connected with new energy and fuel versions as many other models have.
Why does Mocha DHT-PHEV choose "high price" to enter the market? In the face of the huge price difference, will Wei Pai have any follow-up actions? Is the Mocha DHT-PHEV worth the price?
These questions you may be concerned about, we will carry out detailed answers.
Is the Mocha DHT-PHEV reasonably priced?
To see whether the price of a model is reasonable, there are usually two dimensions, one is product strength, and the other is the price of competitors. In this dimension, the price of the two mocha DHT-PHEV models pre-sold this time is actually not too much of a problem.
Why? Let's first look at product power.
The difference in configuration between the two models pre-sold by mocha DHT-PHEV is very small, and in addition to the difference in wheel size, there is almost only one difference with or without a rear motor.
From the perspective of the three-electric system, mocha DHT-PHEV is equipped with a 39.67kW·h battery, the two-wheel drive version of the WLTC pure electric mileage of up to 204km, and slow charging, fast charging, external discharge are readily available, in the case of stable charging, Mocha DHT-PHEV can almost be used as a pure electric vehicle. This is not the same thing as those plug-in hybrid vehicles that have a pure electric range of only a few tens of kilometers.
If you choose the 315,000 yuan four-wheel drive version of the model, the Mocha DHT-PHEV can provide up to 482 horsepower, 762N·m power output, 0-100km/h acceleration time of only 4.8 seconds, has reached the level of performance cars.
Looking at the configuration, the Mocha DHT-PHEV is also almost fully equipped, not only intelligent driving, intelligent cockpit functions are readily available, and even the NOH intelligent pilot assistance driving system, which is only a high-end function of the world's five car companies, is also standard in the Mocha DHT-PHEV.
If we look at a few more competitors of the same type laterally. BYD Tang reached a plug-in hybrid model close to the power level, priced at 266,800-28.68 million yuan, but on the one hand, the battery capacity is almost 20 degrees less than that of mocha DHT-PHEV, neDC pure electric endurance is within 100km, on the other hand, Tang is also at a disadvantage in intelligent technology and comfortable configuration.
If we find another reference, the difference between the fuel version and the plug-and-mix version under the configuration of Lynk & Co is 50,000 yuan, and the battery of the Lynk & Co 09 plug-in mixed version is only 18.83 degrees. In this way, the difference between mocha DHT-PHEV and the fuel version of 75,000 yuan is even thicker.
So, objectively speaking, the current pre-sale price of Mocha DHT-PHEV is reasonable. The reason why many people will find it expensive is mainly because the Mocha DHT-PHEV is a model full of high performance and high intelligence. If Weipai wants to make adjustments to the market response in the future, it may start from two aspects: one is that the actual price may be slightly lower than the pre-price, and the other is to lay out a slightly lower configuration of the model when it is officially listed to fill the price gap. Of course, there is also a possibility that the middle price segment is reserved for the more general latte DHT-PHEV.
However, in terms of models alone, the current pre-sale pricing of Mocha DHT-PHEV by Weipai can be attacked and defended. Attack, can be used as a Wei brand flagship model to establish the image, strengthen the brand of intelligent electric label; shou, according to market demand, for the future may be launched low-cost models to leave enough space. This pricing strategy of both offense and defense is not too much of a problem overall.
In the plug-in hybrid market, what new categories has Weipai created?
Category is a strategy engraved in the bones of Great Wall Motors for more than a decade. Whether it is a fuel vehicle or a new energy vehicle, Great Wall Motors does not miss any opportunity that may tap into subdivide categories and occupy the consumer mind. The same is true for plug-in hybrid models.
In the past, the attitude of more car companies to plug-in hybrid models was to meet the policy and cater to the needs of consumers for non-vehicle factors such as license plates and indicators. Therefore, on the one hand, the pure electric mileage only needs to meet the lower limit of the subsidy, and the electric drive system also adopts the P2 motor that is most likely to be transformed on the fuel vehicle to carry out the lowest cost of new energy.
However, the emergence of this phenomenon is precisely the opportunity that Wei Pai saw. In the comprehensive brand renewal that begins in 2021, Wei brand has two keywords: smart DHT and coffee smart. The former represents a comprehensive new energy, and the latter represents a comprehensive advancement of intelligence. As the integrator of the two technical fields of Great Wall Motors, Mocha DHT-PHEV spares no effort in technology loading, and summarizes the value of technology to users into three words - 0 anxiety. 0 anxiety intelligent electric, this is the new category created by Wei Pai
For users, the 0 anxiety value of Mocha DHT-PHEV is reflected in many aspects, the 0 anxiety of the right of way naturally does not need to be said, and the long-endurance intelligent DHT mode, users in most cases have the same acceleration response and driving quality as high-performance pure electric vehicles, while the hybrid characteristics of low fuel consumption (two-wheel drive version of the loss of power fuel consumption of 5.55L/100km, four-wheel drive version of the power loss fuel consumption of 6.3L/100km), but also let the comprehensive cruising range have enough protection.
In addition, the high-end assisted driving and intelligent cockpit on the Mocha DHT-PHEV standard, is also part of zero anxiety. The premise of high-level assisted driving is to provide users with a safer guarantee, and the upgrade of the intelligent cockpit allows users to have a more pleasant and emotional space.
Therefore, on the surface, mocha DHT-PHEV is to provide a plug-in hybrid model with long endurance, high performance, strong intelligence and excellent quality, but the installation of each technology is actually aimed at a user pain point, so that the endurance of the plug-in hybrid model is no longer better than nothing, so that there is no difference in driving quality between full power and loss, so that users no longer struggle with intelligent, high-quality and rich configuration because of a license plate and an indicator.
When all of this is combined, a new category is born - 0 anxiety intelligent electric.
Write at the end
Mocha DHT-PHEV Wei brand on the 0 Anxiety Smart Electric Track. On the one hand, Weipai coffee series models will continue to launch intelligent DHT and high-end intelligent models, such as the next latte DHT-PHEV for more mainstream household consumer groups; on the other hand, Weipai will continue to expand the market of subdivisions horizontally, such as the retro tide driving that has just been named "Fulfilling Dreams", under the retro shape, it is also the soul of 0 anxiety intelligent electric.
Starting from the Mocha DHT-PHEV, Weipai also officially announced the complete transformation from fuel vehicles to new energy. This transformation is not simply from the fuel vehicle to the plug-in hybrid model, nor is it to follow the trend to launch several pure electric vehicles for points, but really from the user's point of view, with the innovation of technology to create new energy models that users really need.