With the increasing sense of independence of women, the automobile market is no longer the world of men, female consumers have gradually lifted up half the sky, and many car manufacturers have begun to launch models that specialize in women's preferences. Among them, Great Wall Motors has made a big deal to create a brand for "new generation women" - Euler.
Euler's black cats, white cats, and good cats have been welcomed by many young women as soon as they are listed. In 2021, the cumulative sales of the Euler brand 135028 vehicles throughout the year, and the Euler good cat also sold more than 10,000 units in a single month in December, a year-on-year increase of 430%, fierce, like a small tiger.
Concept first, product support
Founded in 2018, Euler played the slogan of "car brand that loves women more" before the first model was released, and in just three years, this new brand has become the main force in the new energy market with annual sales of "breaking through the 100,000 mark", which is inseparable from its advanced "female friendly" concept and also opens up a unique "her track".
Looking back at the sales data in 2021, it is not difficult to find that the continuous outbreak of Euler's good cat is a key to Euler's high-level play. Euler Good Cat sold 50,931 vehicles last year, accounting for nearly 40% of the brand's overall sales, and at the same time, it also won the annual sales crown of the A0-level BEV market.
The success of Euler's good cat is not overnight, behind which is Euler's keen insight into the psychology of female users to choose and use cars. In addition to the "beauty" that drives women's consumption, convenience is also a major pain point for women to drive, Euler good cat is equipped with 14 driving assistance functions, one-click comfort mode, AI automatic parking, intelligent trajectory intelligent reversing and other intelligent configurations, making driving a special and simple thing. Of course, all this is naturally inseparable from Great Wall Motor's strong products and technical support.
It can be said that the success of Euler Good Cat is the result of the joint action of the brand and the product, which is difficult to be surpassed and imitated.
Layer by layer, thick and thin
From the data point of view, Euler good cat is not a hot seller as soon as it enters the market, but after about half a year of market cultivation period, and finally ushered in an outbreak from August, after which the sales data almost straight up, step by step steady and steady, the month reached a new high.
Euler's good cat's "retro futuristic style" does not need too much introduction, rounded lines, unique colors, cute cat's eye headlights, all highlight the retro exquisite feeling, let people be attracted at a glance. The 2021 Chengdu Auto Show officially launched the Euler Good Cat GT Mulan Edition is cool and handsome, successfully filling the diverse aesthetic preferences of female consumers.
Although positioned as an A0-class model, the wheelbase of 2650mm also makes it excellent in terms of space, small body, large space, so that the product has unlimited possibilities. As the first pure electricity production performance model of the Great Wall Lemon pure electric architecture + coffee intelligent ecology, the power of the Euler GT is also unambiguous, with a maximum power of 126kW and a maximum torque of 250N·m, and the car can also enjoy driving pleasure.
For Euler good cat, it really starts from the appearance, falls into the brand, and is loyal to the quality.
Precise positioning, such as tiger wings
Electrification and intelligence are the development trends of the entire automotive industry, but the overall trend of polarization is presented. The new forces led by "Wei Xiaoli" cover SUVs, family cars, coupes, etc., with prices ranging from 150,000 to 500,000 yuan; mini cars led by Wuling Hongguang MINIEV have a price of less than 70,000 yuan. Although the BEV segment between 70,000 and 150,000 yuan has a large number of joint venture brands and independent brands, it has always been tepid and lacks representative models.
As a female-friendly, 1039-143,900 yuan, cute shape, and A0-class car with a cruising range between 401km and 501km, Euler Good Cat has a distinct personality and precise positioning, which undoubtedly adds a touch of color to this market.
It is understood that at present, more than 70% of the owners of Euler Good Cat are women, and they are mainly distributed in first-tier and new first-tier cities such as Beijing, Shanghai and Hangzhou. It can be seen that the market positioning and user portrait of Euler Good Cat are very accurate, female users, urban transportation, and boutique small cars. With such a precise market positioning, the strength of Euler's good cat is directly full.
summary:
With the development of the times, women's needs are increasingly seen and valued, and only Euler is the only one who directly implements this need. As a "car brand that loves women more", Euler spoke directly with strength in the face of doubts, and Euler's good cat also fought a beautiful battle for it. Although the competition in the A0-level BEV market is becoming more and more intense, the existence of Euler's good cat cannot be replaced and will continue to rise. The Spring Festival is coming, the pets of the whole network are following the owner home for the New Year, don't you lead a "good cat" with a tiger's sales home?
(Author: Gu Yawei)