In 2021, the national "14th Five-Year Plan" strategic plan clarified that the income distribution structure of Chinese group will change from "pyramid" to "olive-shaped", the middle-income group has expanded significantly, and the new middle class has gradually become a group that is concerned and studied.
In a series of third-party research reports such as QuestMobile, we found that the new middle class has become an important force; from "consumption upgrade" to "diversified consumption", they have set off a "conceptual revolution" in the mainstream market, especially in the automotive field.
New middle class, from "refined" to "refined"
What is the new middle class? The 2021 New Middle Class White Paper proposes a variety of evaluation dimensions.
"The newness of the crowd": the average age is 33.7 years old, and the post-90s generation is the main force; "the new concept": shopping is not only for "having", they care about experience, quality, and even self-expression.
This change in concept is especially obvious when the new middle class buys a car: the older generation buys a car is usually a practical driver and attaches great importance to cost performance; while the new middle class buys a car is more emotionally driven, and the "heart-to-price ratio" prevails.
Heart-to-price ratio – Psychological identity is key. The new middle class has a higher educational background and value awareness, and they attach great importance to the quality experience and taste of a car. Based on the research on such consumer groups, some car companies focus more on the appearance, quality, technology and other aspects of the product when creating products to meet their emotional resonance and rational needs.
The Marvel R is one of the representatives.
On December 26 last year, The Marvel R of Feifan Automobile completed a delivery on the first day of operation in the Shanghai delivery center, and the owner worked in the Internet factory, and the professional background, income level and even the pursuit of intelligent technology are the epitome of the contemporary new middle class. The owner summed up the characteristics of the Marvel R of Feifan Car into one sentence: starting from the appearance and being loyal to the texture.
We all know that electric vehicles do not need an air intake grille, and smaller motors also make the vehicle layout free, designers have more room to play, which also brings a new trend of car design. But the styling design of the car is an overall project, and the reason why the Marvel R of Feifan Automobile is outstanding is that it has made sufficient efforts in the design of the proportion of the body.
The car cleverly uses the golden ratio, such as the height of the window line is 0.618 the height of the whole car, the height of the wheel brow is 0.618 of the height of the front hatch, and the distance from the firewall to the rear of the car is 0.618 of the length. These key proportions are presented in simple and smooth lines, so that the visual center of gravity of the Feifan Automobile MARVEL R is backwards, coupled with the body width of 1919mm, the overall effect has both a sense of strength ready for action and a sense of volume that is wide and luxurious. At the same time, the simple and smooth lines can take into account the aerodynamics well, and also make the Marvel R have a good energy efficiency performance.
Feifan Automobile MARVEL R uses neutral cool colors such as pearlescent white, Ronglin gray, translucent gray, and light silver, which creates a fashionable and elegant image of avant-garde technology as a whole.
19.4 inch central control screen
Entering the Marvel R of Feifan Automobile, a 19.4-inch central control screen is the most eye-catching, which is an important part of its presentation of the technology label. The large screen integrates most of the functions, the central control area has almost no physical buttons, and the simple style is very much in line with the preferences of young consumers.
In addition, a large number of leather parcels in the central control area of Marvel R of Feifan Automobile use 3D Mesh technology to process, the touch is more delicate and soft, coupled with the strict stitching process, the horizontal error of the line is controlled within 0.5mm, and the tight and smooth wiring makes the effect of the leather wrapping in the car more high-end.
Central control high-end leather
At the same time, with Alcantara material and Nappa tactile leather sports seats, BOSE Premium premium series audio, and 4 groups of intelligent sweeping system with electric blades, you can enjoy a full range of quality experience from sight, hearing, touch to the whole body when you enter the Marvel R of Feifan Automobile. The leather seats, surround sound and other equipment owned by the Marvel R of Feifan Automobile need to be purchased on the basis of car purchase and then spend additional money to obtain.
Performance and Intelligence, 1+1>2
Since 2020, China's auto market has experienced a bottoming out, and users have put forward higher requirements for the intelligence and electrification of travel, and the emergence of this situation is indispensable to the contribution of the new middle class.
There is no doubt that the development trend of electric vehicles is the result of the full promotion of China and even the global market, but at the same time, we also found that it is not easy to continue the driving pleasure of the fuel vehicle era to electric vehicles. In this regard, The Marvel R of Feifan Automobile has its thoughts.
The Marvel R of Feifan Automobile adopts a rear-mounted rear-drive layout that is rare at the same price point, which is obviously more inclined to create sporty performance. But what's more interesting is that its rear-drive version is equipped with two Hair-pin hair-card winding motors with a maximum power of 137kW and 410Nm, while the four-wheel drive version is a three-motor form, with a combined maximum power of 222kW and a torque of up to 665N·m.
Those who are keen to study the performance of the car will easily find that the model 3 and Model Y still use ordinary motors and electric vehicle single-speed transmissions, can not take into account the endurance and acceleration well, and there will be a situation of faster power consumption at high speed conditions. The Hair-pin hair-issuing winding motor used by Feifan Automobile MARVEL R has the biggest advantage of improving motor efficiency and further reducing the power consumption of 100 kilometers. On this basis, The Marvel R of Feifan Automobile adopts a rare Porsche Taycan two-speed gearbox with the same strategy, one low-speed focuses on increasing torque, and the second gear high-speed improves acceleration performance - so as to better solve the problem of high-speed fatigue and serious power failure of electric vehicles.
Simply looking at the power, The Marvel R of Feifan Automobile is enough to meet the user's demand for strong power of electric vehicles, and the four-wheel drive version can even achieve a 100-kilometer acceleration performance of 4.8 seconds. Moreover, the car has a 50:50 front and rear axle-to-load ratio, a more balanced counterweight, and a chassis developed jointly with the Porsche engineering team to enhance dynamic performance such as dynamic response and curve balance.
The Porsche engineering team jointly developed the chassis
The technical improvement of the above aspects is the advantage of The Marvel R of Feifan Automobile from the background of traditional car companies. Hair-pin hairpin motors test the high level of production processes, while chassis tuning that takes into account the limits of comfort and performance requires the team's mature experience.
When users are attracted by the appearance of Feifan Automobile MARVEL R, they will soon find that performance is only one of the steps that makes Feifan Automobile MARVEL R jump out of the homogenization of electric vehicles, and the scientific and technological texture of this car is more powerful. Nowadays, young consumer groups attach great importance to scientific and technological experience, and the consumer demand for intelligent hardware is unprecedented, and this change in consumption habits is also affecting the research and development of smart cars by car companies.
Feifan Automobile is backed by SAIC Motor and has a deep foundation in intelligent interconnection. Consumers understand the intelligence of Feifan Automobile MARVEL R, the first step is through the dual-screen linkage of 19.4-inch smart touch screen + 12.3-inch LCD instrument. In the view of Feifan Automobile MARVEL R, the central control screen should not only pursue "big", but also emphasize "quality". With the blessing of MediaTek's 6-core SOC chip, the Zebra Venus system can ensure the smooth operation of a large number of infotainment functions to control and interact.
As for the LCD dashboard, in addition to the conventional driving information display, it also provides two navigation assistance modes: AR real scene and MR hybrid virtual reality. In the MR mode, the system analyzes the information data of the camera and the sensor, and presents the information of the road ahead, such as getting off the car and pedestrians on the LCD instrument. The AR mode is more of an aid to the navigation route, the dashboard displays the road section captured by the camera, combined with the route reminder of the navigation system, arrows and direction indications will be added to the real scene, so that the driver can accurately make a travel judgment.
Intuitively, it simply combines the instrument display with the camera, allowing the driver to feel a visual presentation of avant-garde technology. More importantly, The Marvel R of Feifan Automobile uses the combination of software and hardware, information transmission and processing capabilities to provide a new navigation assistance mode, allowing users to grasp the route more accurately, which brings the safety and convenience of the entire trip.
MR Virtual Reality Navigation
Cars have entered the era of intelligence, and an excellent intelligent car machine can improve the entire driving experience a lot. When users are still because Tesla does not support Apple CarPlay and Baidu CarLife, the expansion of the entire car system function and the driving experience caused certain problems, Feifan Automobile MARVEL R supports the networking and massive resources has been the entry configuration, equipped with Venus system in the interaction to do a lot of optimization, such as: 90 seconds of uninterrupted voice dialogue, intelligent gesture interaction, and even voice control ACC function of voice control intelligent driving. Feifan Automobile MARVEL R makes the function operation and human-computer interaction during the driving process more simple and direct, so that users can pay more attention to the dynamic texture and driving pleasure of the vehicle.
Get safety protection between movement and movement
When the research institute studied the new middle class, it found a trend: they had a longer "entanglement period" before deciding to buy, the Internet era brought them a huge amount of information, and they also had a stronger ability to identify information.
When elected to buy an electric car, the "spirit of research" of the new middle class is especially reflected in safety. In the past few years, electric vehicles have made great progress in performance and intelligence, but the most basic battery safety and battery performance are still the most concerned by consumers. The Marvel R of Feifan Automobile impresses the user's sensual enjoyment in terms of aesthetics and texture, and the technical strength embodied in the three-electric system ultimately affects their rational decision-making.
Feifan Automobile MARVEL R is equipped with a 69.9kWh battery pack, jointly developed by SAIC and CATL, using a highly integrated design such as double-row 16-cell large module arrangement and one-piece die-casting tray, and the energy density reaches 180Wh/kg. In contrast, although the Volkswagen ID.4 X uses an NCM811 battery pack cell with a higher energy density, its safety and stability are not better guaranteed. While being stable and safe, The NEDC endurance of The Marvel R 505 km of Feifan Automobile is also fully able to meet the daily commuting needs, and after many test drives and other models in the same class, the actual endurance rate of the Marvel R of Feifan Automobile is very satisfactory compared with other models.
In order to protect the full-scenario safety of Sandian, Feifan Auto MARVEL R adopts a number of high-level technologies, such as the industry's highest ASIL D electronic and electrical safety design, IP69K waterproof rating, 74% high-strength steel body structure and so on. Judging from the results, not only did it achieve a millisecond-level pre-collision power outage, but also ensured that there was no fire within half an hour after the collision.
In order to ensure the stability of the battery in the extremely cold and extremely hot environment, The Marvel R of Feifan Automobile has also added high-efficiency heat pump technology and water-cooled electric heating temperature control system to ensure that the start is not hindered, the end life is not shrinking, and the charging is not delayed.
Core three-electric technology
Consumers' demand for the safety of a car is multifaceted, and in addition to providing a high-specification three-electric system, The Marvel R also assists drivers to travel safely through intelligent technology. For example, the R Pilot Automatic Driver Assistance System provides L2 level driving assistance in the 0-150km/h full-speed range, including ICA integrated high-speed intelligent cruise and Super-TJA Super Traffic Congestion Assist, which can help drivers alleviate driving fatigue very well.
Look at the Volkswagen ID.4 X Jizhi long endurance version, also as a 200,000 yuan level of intelligent electric SUV, only provide regular driving assistance functions, IQ. Advanced driver assistance features such as Drive L2+ autopilot assist and AR HUD augmented reality head-up display system are still not supported or require optional installation.
The normal operation of the intelligent driving system of Marvel R of Feifan Automobile relies on 6 cameras, 3 millimeter radar waves, and 12 ultrasonic radars. The high specifications of intelligent hardware determine the accuracy and richness of information collection, such as the alternation of dotted solid lines, ups and downhills, light and shade changes and other complex road conditions can also be accurately identified. On top of this, for the processing method and feedback speed of a large amount of information, it is a test of the software capabilities of the Marvel R of Feifan Automobile.
In the actual experience, the system in the lane maintenance, the distance to grasp the distance of the car and the speed of the change and other key conditions of the performance is very stable, on top of the basic needs of safety, to optimize the user's driving experience, and even the driver can also adjust the cruise speed and distance demand in real time through voice control, so that the user can really "move the mouth, never move".
R Pilot automatic driver assistance system
In fact, whether it is a three-electric system or an intelligent driving system, The Protection of Feifan Automobile MARVEL R for the user's daily travel is very comprehensive, the former ensures the stability and safety of the entire life cycle of the battery, and the latter acts as an auxiliary role to provide the driver with functions such as prejudgment, reminder, decision-making, etc., and optimizes the details as much as possible, so that the user can obtain the safety of intelligent technology in a more comfortable state.
In the face of the "pondering" of all aspects of the new middle class, Feifan Automobile MARVEL R is confident, we do not doubt its advantages in safety and reliability, which itself is also the ability given to it by the background of traditional car companies, but "safety" is not as obvious as smart, a good technical foundation also needs to be presented in a good way, Feifan Automobile MARVEL R is called both inside and outside, and it has done a good combination of hardware and technology.
Asteron summary
The consumption concept of the new middle class is diverse, they not only value the aesthetic consistency and taste of the sensibility, but also pay attention to the technical level and performance experience of rationality. It seems tangled, but it is actually determined. When such a group of consumer groups with ideas and high requirements "planted grass" the Marvel R of Feifan Automobile, it was actually a proof of strength.
Nowadays, such an all-round product has entered the life of the new middle class in a trend form, and it will work with users to create their own life circle, grow together, and collide with more unknowns and possibilities.
Figure | Network and Yaston live shooting
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