It is said that the wave of new energy development has allowed Chinese car companies to see the opportunity to overtake in curves, and it is the catfish effect caused by Tesla that has allowed everyone to gather in China to play the last-place elimination system.
It is also in these few short years, when the entire industry has entered a new stage of sustainable development from chaos, and the increase in the penetration rate of new energy has indeed made people see the format that should be there.
In the past year, we have seen Hengchi Automobile painstakingly delving into "lightweight" and PPT; we have also seen "Wei Xiaoli" with different skills; of course, there are high-end HiPhi-X with prices as high as 570,000 to 800,000, but the sales can surpass the Porsche Taycan.
Unlike most new car-making forces, Gaoheyi has always acted mysteriously, and the financing situation that is not publicly disclosed can always project an image that is high and comfortable. In addition, Ding Lei's consistent and calm posture to the outside world is even more bound to this kind of imprint firmly with his own positioning of "not bad money".
01
Sales can't hide their worries
At the moment of rapid economic development, the huge Chinese auto market has really given too many people the space and opportunity to develop. But helplessly, the three-year industry reshuffle has enabled newcomers to learn to avoid the risks encountered by their predecessors, but it has also spawned another round of chaos when facing new industry trends.
On the surface, the "Wei Xiaoli" in the head has established a human design, or a user-oriented enterprise, or a travel company with scientific and technological attributes, all of which are opening up another track for the future of Chinese car companies. No matter how the next road is taken, "high-end" is a topic that everyone is deeply cultivating.
From the beginning of its birth to implement the brand offensive of holding high, to now repeatedly "touching porcelain" Porsche in terms of sales, "high-end" and "luxury" are written directly on the face, is it not enough?
As of the end of last year, in just seven months, the delivery volume was raised to 4,237 high-tech HiPhi X, which is to verify this issue from the side. As founder Ding Lei mentioned in a recent public event, "Throughout December, Gaohe received more than 1,000 orders for HiPhi X. We just couldn't hand over the car. ”
It can even be said that the road chosen by Gaohe is very difficult, unlike the one that is getting narrower and narrower. Under the self-proclaimed "new world's first technology luxury brand", there are still many people who are willing to pay for it.
Obviously, for Gaohe, since the start of the delivery of HiPhi X, with the landing of those vows that have been made, 2021 has become the first year of its Gaohe automobile to enter the survival war, in fact, it has also become a year when founder Ding Lei frequently shouts to the outside world.
Indeed, compared to traditional luxury car brands, the so-called "high-end" in the field of electric vehicles is always a self-defining catalyst. Tesla is like this, and the "Wei Xiaoli" who successfully landed on the shore is even more so. Then, all Gaohe can do is the option of "joining it". But the mysterious thing is that compared with all the new forces that are deeply involved, the logic of Gaohe's high-end creation is out of the norm and almost becomes a "demon".
To this day, in retrospect, the rocket launch mode demonstrated by the HiPhi Z when it appeared, when the vertical screen located in the center of the center console screen, was flattened by the robotic arm as a "rocket launch pad", and with the "sound, light, and electricity" in the car, the "wow" was not the same, I was asking myself more than once, "Why is this?" ”
02
An inseparable high-end route
2021 is the fourth year of the establishment of Huaren Express, and it is also the full year after the listing of Gaohe HiPhi X. No matter how the outside world views the brand, Gaohe has never given up on the philosophy he founded.
Doing high-end intelligent electric vehicles is a rule that has been set since its birth. Now, when Ding Lei vowed to say, "Gaohe will usher in the late respect for the Chinese automotive industry", presumably this setting will become a human design of Gaohe for a long time to come. From the debut of the second model Digital GT-HiPhi Z to the official opening of the Shanghai operation center, the word "high-end" is even more difficult to separate from Gaohe.
One thing to say is that since HiPhi X was announced at the end of 2020, the publicity plan given by Gaohe around this person has indeed earned enough eyeballs. Whether it is posting the identity label of "evolvable supercar SUV" or using "technology show off" as a means to win attention, it is eye-catching enough in a group of new forces that are busy building ecology and paying attention to user co-creation.
Moreover, when the development of new energy becomes an irreversible industry trend, the research on the safety of electric vehicles has also become a key point that every car company must grasp from the past. How to exceed the standard of fuel vehicles in the body structure, how to prevent the battery pack from appearing smoke and fire after the collision accident, etc., have become the focus of the solution on the table.
This means that Gaohe's insistence on hardware redundancy still has substantial significance. As for what kind of story this technical means can bring to Gaohe, that is all an afterthought.
All along, in order to establish its own personality, on the basis of maintaining technical iteration, the stacking material is what the brand is best at. The reason why it can become a toy for the rich has always been that the essence of "showmanship" has always been to load various configurations with high-tech attributes on HiPhi X and HiPhi Z one by one.
Today, what is the real high end? I don't know, and Gaohe has his own understanding. But to give a standard to this topic, "flashy" is certainly not a corresponding expression.
03
Write at the end
To be fair, with The Chinese new energy market becoming increasingly differentiated under the control of several companies in the head, or stopping at the height of "Wei Xiaoli" a few days ago, or simply being dragged into the quagmire of the low-end route by the Wuling Hongguang MINI EV, the existence of Gaohe is necessary to a certain extent.
In my opinion, high-end new energy will face a narrow door, whether it can cross the past depends on the attitude of car companies, but also depends on consumer cognition. In the face of the broadest consumer market, to what extent Gaohe can interpret "high-end", the height it can reach is where it is.
Figure | network
Wen |doudou
Edit | Beanie
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