On the road of category innovation, only the outside world can not imagine that there is no Great Wall. After repeated attempts by tanks, big dogs, and Euler, Wei Pai also found a new track.
Recently, Mocha DHT-PHEV opened pre-sale, proposing a new positioning of "0 anxiety intelligent electric". Weipai CEO Li Ruifeng clearly said in an interview: "'0 anxiety intelligent electric' is the direction of Weipai's transformation, and it is also a new track that we firmly create, and the products of the entire brand will be fully equipped in the future." ”
From "China's high-end luxury" to "luxury at your fingertips", from "a new generation of intelligent cars" to "0 anxiety smart electric", will Weipai fly in the wind again after continuous exploration?
1
Let the smart electric "full scene zero anxiety"
The reason why it is said that "flying in the wind" is because from the perspective of this new positioning, Wei Pai has more prominently highlighted the label of "smart + electric", and the point behind it is the hot new energy vehicle.
According to the data, China's new energy vehicle sales will exceed 3.5 million in 2021, an increase of 1.6 times year-on-year, far greater than the overall car market growth rate of 3.8%.
However, in the era of intelligent electrification, consumers often have many anxieties when buying cars, the most typical of which should be battery life anxiety and charging anxiety. Not long ago, Shen Hui, the founder of WM Motor, complained on Weibo that "the charging pile with the car cannot be sent out" just explains the embarrassment of electric vehicle users.
On January 14, the pre-sale of Mocha DHT-PHEV seemed to be intended to resolve users' anxieties in many aspects such as smart and electric. In fact, how?
According to weipai's introduction, the concept of 0 anxiety intelligent electric travel includes five aspects: right of way 0 anxiety, car use 0 anxiety, energy replenishment 0 anxiety, safety 0 anxiety, and driving fun 0 anxiety. For example, the Mocha DHT-PHEV has a super long pure electric endurance of 204km, the whole series is equipped with high-end intelligent driving functions such as NOH intelligent pilot assistance, and zero hundred acceleration is 4.8 seconds, and the blessing of these three functions allows the Mocha DHT-PHEV to break through the ceiling of the Wei brand flagship model. Moreover, in the entire Chinese automotive market, the Mocha DHT-PHEV is the first model to carry a long-lasting PHEV.
Li Ruifeng said bluntly: "We know that the key to success or failure lies not in the accumulation of science and technology, but also in the ability of technology to meet people's real needs." Based on this starting point, the Wei brand takes the two core technologies of 'smart DHT' and 'coffee intelligence', the whole series of long-lasting DHT-PHEV models, and comprehensively leads the new track with '0 anxiety intelligent electric' to achieve a complete transformation of the brand to the development of new energy. ”
2
The effect of category innovation can be expected
It is not difficult to see that the launch of the Mocha DHT-PHEV model is not only the listing of a product, but also represents the beginning of the change of Weipai's product strategy, that is, the creation of a new category. In this regard, Great Wall Motors has tasted the sweetness in the past year.
According to the data, Great Wall Motor sold more than 1.28 million vehicles in 2021, about 170,000 more vehicles than in 2020. Last year, tank 300 sold 80,000 units, Euler sold 80,000 vehicles, these two sectors are precisely the result of great wall motor category innovation.
Li Ruifeng told Yipin Automobile that category differentiation and innovation reflect Great Wall Motors' deep insight into user needs, consideration of future industry trends, as well as strong technical reserves and rapid flexible adjustment capabilities. Win to win in the strategy, like tanks, when the brand is independent, others look red, but did not expect that after the tank 300, there are tank 500, mechs, off-road, business and other styles, forming a powerful empire in the off-road SUV. This brand moat is something that other brands want to follow and emulate.
In fact, the listing of the Mocha DHT-PHEV is only the first piece of the puzzle of the Weipai 0 anxiety intelligent electric matrix. Starting from 2022, Weipai will launch a series of new products around the "0 anxiety intelligent electric" track, concentrating superior forces to form a strong attack on the market segment.
We know that for the Wei brand, because the overall product listing rhythm of the epidemic last year was affected to a certain extent, it was originally planned to complete the layout of the "coffee category" products in the first half of the year, but the last car was postponed to December 17. In addition, the occupancy of the new generation of intelligent vehicles also requires that all the configurations and technologies of Weipai are top-notch, first-in-line and leading, which also causes the extension of the listing cycle and the limited supply of products to some extent.
With the slowdown of the supply chain such as chips, Weipai's sales began to be released, and the overall sales volume in December 2021 reached 10,065 units, an increase of 60% month-on-month, and the monthly sales of coffee series products exceeded 10,000 units. This allows us to see the vitality of Wei Pai.
3
Intensive product placement
However, a fact that cannot be ignored is that many brands are currently staring at the track of hybridization. Geely "Thor Power", Xingtu "ET-i Full Engine Super Mix", Changan "Blue Whale iDD", and BYD DM-i, which has been popular in the market, it is not easy for Weipai to seize this market.
Wei brand CMO Qiao Xinyu said in an interview that in 2022, if you want to raise the amount, you must work hard in at least three aspects: first, the supply chain, the current support of the entire Great Wall Motor for the Wei brand is the highest priority, so there will be better guarantees in this regard than in 2021; second, the new products should be successful, the current long-endurance intelligent DHT PHEV architecture, and then the entire Wei brand will be used in succession, so the success or failure of mocha DHT-PHEV has a crucial impact on the future of the entire brand The third is the terminal level, now the brand to high-end new energy transformation, it is necessary to layout the new energy market in first- and second-tier cities through various mechanisms, and let dealers strengthen the construction of new energy, including serving consumers.
Fortunately, during the interview, we found that Weipai's high-end luxury positioning has not changed, which makes the "priority" it enjoys inside the Great Wall guaranteed. Especially at the product level, the product matrix of the new category of Wei brand "0 anxiety intelligent electric" will be further enriched, such as the retro trend SUV dream is expected to be listed at the Beijing Auto Show, the high-end luxury MPV model (a business version and a family version) will also be listed this year, and there are also 6-seat SUV products, which will also be released this year. This means that this year, Weipai will complete a more intensive product matrix.
Mocha DHT-PHEV has sounded the horn of Weipai leading the 0 anxiety track, opening the prelude to Weipai's innovation in the field of intelligent electric, in the future, Weipai will continue to lead the 0 anxiety intelligent electric track, leading the industry to accelerate to the "new blue ocean" of new energy in 2035.