Observation chamber
Written by | Chen Hui
Not Tesla, not BYD, not the leader of the new forces to build cars "Wei Xiaoli".
Recently, the 2021 annual automobile sales data was released. Although the specific figures of each statistical agency are different, no matter which data is based, Hongguang MINI EV is the top sales of new energy vehicles in 2021 (395451 units of data of the Association of Automobiles, 426452 of official data of SAIC-GM-Wuling).
Even counting all passenger cars, Hongguang MINI EV's annual sales volume in 2021 ranked third, behind The Nissan Xuanyi and Volkswagen Langyi, which Chinese consumers like to buy the most.
▲Multiplying Association Data*
Therefore, there are many models that look similar to the Hongguang MINI EV, and they can't understand it, obviously their product strength is stronger than the Hongguang MINI EV, that is, the price is a little more expensive, comprehensively calculated, the cost performance should be higher, why consumers just don't buy it? What's the problem?
Today, we will analyze the three similar models with more reliable product strength (Euler Black Cat, Zero Run T03 and Chery Ant), and see why they are overwhelmed in front of the Hongguang MINI EV?
The surface is the price, but in fact it is the knife method
I believe that many people will simply think that it is the reason for the price. Because the price range of Hongguang MINI EV is only 28,800-48,600, while the cheapest of the other three cars is 66,900, and the most expensive price is 84,900, even if the terminal has certain discounts, the price of buying it is also twice as expensive as the Hongguang MINI EV, of course, it can't sell the Hongguang MINI EV.
Admittedly, price is important, but it's by no means the whole story. In fact, everyone knows a truth very well, that is, you get what you pay for. Consumers who know this well will not buy the Hongguang MINI EV because it is cheap, but for other deep-seated reasons.
This is the precision of the knife method under the premise of ensuring quality. The Hongguang MINI EV is not inferior, but gives a small amount. In order to obtain subsidies, the starting mileage of the other three cars is 301km, and the high-end model has achieved 400km, while the Hongguang MINI EV only considers the short-distance commuting scenario, the starting mileage is only 120km, even if it is high-ended, it is only 170km. Save costs where consumers can see. Even more, I never considered taking subsidies.
Not only that, all the equipment that consumers may not use, Hongguang MINI EV provides a simplified solution. For example, the entry-level model, which costs 28,800, even the air conditioner is omitted. For cities with a pleasant climate, such as the spring city of Kunming, it has saved consumers a considerable amount of money.
In addition, its motor power is very small, the ordinary version does not have airbags, and the macaron version only provides the main driving airbag, and does not provide a kinetic energy recovery system - all equipment that is not used much can be canceled.
In the place where consumers can't see, Hongguang MINI EV is manufactured in strict accordance with the vehicle standard, although most of the materials used in the body are low-end goods, but compared with the "old man music" at the same price, its quality is still a bit higher. And those models that are more expensive do not use high-grade raw materials, and the gap between everyone's quality level is not large.
The parameters are strong, not really strong
Don't look at the parameters are very weak, the actual experience of the Hongguang MINI EV is not fundamentally different from these three expensive cars.
In terms of space, the length, width and height of the Hongguang MINI EV are 2917 (2920)*1493*1621mm, and the wheelbase is 1940mm, using a three-door and four-seat layout. Thanks to its square box shape, its actual space performance is not bad. Especially in the front row, the driver and co-pilot have a relatively large seating space. It looks like a furnished rear seat, and occasionally there is no major problem with the emergency. As for the trunk, it is enough to meet the daily shopping.
In contrast, the size of these three cars is significantly larger than the Hongguang MINI EV, especially the zero-run T03, which has a length, width and height of 3620*1652*1592mm, a wheelbase of 2400mm, and a five-door and four-seat layout. With a larger size, compared to the Hongguang MINI EV, the zero-run T03 will be more relaxed in the case of the same 4-person ride, and the space experience for rear passengers is good. However, in the actual car scene, the situation of full load is rarely seen, so there is little opportunity for larger space to play.
In terms of power, the rear motor of the Hongguang MINI EV can only output a maximum horsepower of 27 horses and a maximum torque of 85 Nm, which can be said to be very weak compared to the other three cars. You know, among the other three cars, the weakest Chery Ant low-end model also has 41 horses, the maximum torque of 120 Nm, and the strongest zero-run T03 has a maximum horsepower of 109 horses and a maximum torque of 158 Nm.
It seems that the gap between the Hongguang MINI EV and the other three cars in terms of power is geometric, but in fact, thanks to the characteristics of the motor that can output maximum torque instantaneously, the power response is fast, and in the short-distance urban transportation, because most of the situations are stop-and-go, and the speed is up to 60km/h, so the gap between them in actual use is not very large. As for running high-speed out of the city, not to mention the mileage, there will not be a few people who choose to drive such a small electric car.
In terms of endurance, the other three cars belong to the current mainstream level of the industry, taking the entry mileage of 301km as an example, even if it is a 30% discount, it can actually run to about 200km, usually, commuting can be done in three days. In contrast, the Hongguang MINI EV is very weak, the entry mileage is only 120km, and then a 30% discount, the actual maximum can run about 80km. However, most people will not have more than 80km of commuting mileage in a day, so as a scooter for commuting to work, the mileage of the Hongguang MINI EV is completely sufficient, but it must be charged every day.
In terms of charging, the other three cars all support fast charging and slow charging, while the Hongguang MINI EV only supports slow charging. Because of this feature, in order to use the Macrolight MINI EV normally, it is necessary to have a home charging station (and parking space). As long as this condition is met, you will find that short mileage is not a problem at all. Although the other three models have a longer mileage, the advantage is diluted in the case of home charging piles; and in the absence of home charging piles, more people will choose fuel vehicles, hybrids or those pure electric models with longer range and larger sizes.
In terms of actual experience, the Hongguang MINI EV is indeed very poor, but in the actual scene, its difference can be described as just right, and the icing on the cake of other models has been wasted in most cases.
Social marketing, cars are fashion items
Finally, I have to admit that the product positioning of Hongguang MINI EV is also a major contributor to its sales success.
In fact, the positioning of The Hongguang MINI EV is not the traditional cognition of the car, and many things that traditional cars can do, it cannot achieve, such as running high speed. In my eyes, it is the ultimate alternative to two-wheeled electric vehicles, able to meet the short commuting of the city and add the function of sheltering the wind and rain. In the eyes of many people, it is a fashion item.
First of all, the square box shape of the Hongguang MINI EV is similar to the K-Car popular in Japan, which invisibly adds a bit of fashion, especially the later launch of the macaron version of the model, through the adjustment of details, the overall appearance is more delicate. In addition, the official also encouraged car owners to modify the Hongguang MINI EV, so the imaginative owners created various types of Hongguang MINI EV, improving its fashion attributes.
Even the official also has to mix in the modification to create an official convertible version of the model, which has not yet been listed, and has already circled countless fans.
In contrast, the other three cars strictly guard the bottom line of the car. Although as entry-level cars, many of their products are not very strong, they have never castrated the ability that must be met as a car, and they dare not do anything about the just-needed equipment such as air conditioning. And in terms of marketing, they also take the traditional route, and in any case, they will not define themselves as a qualified car.
『 Write at the end 』
Even now, when Hongguang MINI EV has achieved such great results in sales, there are still many people who think that the Hongguang MINI EV is a disgrace to the Chinese automotive industry.
The author also holds this view. Because the automobile industry is an important foundation of a country, after several generations of Chinese auto people's efforts, Chinese brands have finally made great progress, in terms of core technology, Chinese brands can already fight with joint venture brands back and forth, in the field of new energy, BYD as the representative of the enterprise, but also in the self-developed core technology in the leading position. The emergence of Hongguang MINI EV and its huge success in sales has set off a wave of great regression in China's automobile industry, due to the imitation of many car companies, so that the image of Chinese brand cars has been damaged.
Therefore, my suggestion is to drive out the Car category of the Hongguang MINI EV type, and like japan's K-Car, set standards separately, and meet the needs of consumers without dragging the development of the entire automotive industry.
What are the views on this issue? Feel free to interact with us in the comments section.
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