On January 7, 2022, SAIC-GM-Wuling officially announced that its silver label global first strategic SUV, Wuling Xingchen, reached 19,073 units in December, an increase of 22% month-on-month. Since its listing in September 2021, the cumulative sales volume of Wuling Xingchen in 2021 has reached 54,563 vehicles, relying on its own "super power within 100,000 yuan" product strength and comfortable user experience, the market performance of Xingchen has continued to climb, achieving a double harvest of sales and word-of-mouth.
In the face of young consumer groups, what has Wuling Motors done to make this top-end version of the SUV less than 100,000 yuan achieve a sales miracle of nearly 20,000 units per month? The answer may not be complicated, Wuling Star is a new era car that truly "walks the heart".
In this unpredictable era, young people's consumption behavior and lifestyle are reinterpreting the trends and fashions of the new era, and redefining the brands of the new era. Only by truly grasping the "heart" of the younger generation of consumers can we define the "Made in China" of this era - the "2020 China Consumer Brand Development Report" released by Ali Research Institute shows that the average of 8 out of every 10 items in the shopping cart of Chinese consumers is domestic goods, and this phenomenon is also very obvious in the automobile market.
Compared with the older generation, the new generation of young car consumers are more confident, more independent, more eager to show their unique tastes with creative life, they pursue quality and are more pragmatic, and are not willing to pay for any unreasonable "premium".
Wuling Star, an SUV with a more youthful and fashionable image, more scientific and technological design ideas, more comprehensive product strength, and can fully meet the needs of the new era, has naturally become the first choice for young people.
Art designer: fight for face value, than space, stars can play
Zhou Mingxuan is a post-80s, after graduating from the Academy of Fine Arts, he entered a joint venture game company, from playing games to art design for games, not only completed personal transformation, but also realized the "relative" freedom of the economy.
For Zhou Mingxuan, who studies art and design, the appearance of the car is the primary consideration, and he is more inclined to look out-of-the-box but not ostentatious than the steady and simple business style.
On the value of appearance, Wuling Xingchen is in line with his aesthetic, its appearance is sharp and not mediocre, the style is unique, which is fascinating at first sight. From the perspective of design, Wuling Xingchen integrates oriental colors from color to design lines, and the simple and smooth silhouettes and lines show the atmosphere of self-confidence. At the same time, its taillights are also very eye-catching, sharp and layered, and the more you look at it, the more flavorful it is.
"Wuling Xingchen's 5 body colors are all high-grade and low-saturation Morandi colors, giving people a gentle and elegant, restrained and thick feeling, which really won my heart and liked it too much."
For many people, the car is a "third space" in addition to home and workplace, and comfort and atmosphere are important.
"The interior of Wuling Star is my favorite simple and stylish style, just like the UI design I made for mobile games, simple but not simple, bright and refreshing. In particular, the 10.25-inch suspended high-definition central control screen, through the hidden central air outlet, with a fully electronic display dashboard, to create a sense of scientific and technological beauty, ivory white seats, elegant, atmospheric sense of the face. ”
What makes Zhou Mingxuan feel water is also 256 colors of atmosphere lights, he can choose the light color according to his own preferences, and the atmosphere can be created at will. In the summer, the cool color is selected, the wind is refreshing; in the winter, it is changed to a warm color, warm and happy; during the New Year, it is changed to a red tone, and the festive feeling suddenly comes up
Most people who buy SUVs care about space, and Zhou Mingxuan is no exception. Wuling Xingchen length, width and height are 4594/1820/1740mm, and the wheelbase is also 2750mm, which can be described as "big" in the same price, such a large space is enough to make this 175cm young man "lie flat", whether he sits in the front row or the back row, he can take good care of it. In addition, the rear floor platform is flat, the rear seats can also be reclined in 4/6 splits, and the opening of the trunk is lower and larger, whether it is a barbecue grill, a beach umbrella or a remote control model aircraft, skis, it is convenient to load and store items, to meet the needs of "poetry and far away".
"For me, Wuling Xingchen is such a 'friend' who has both super high appearance and inner charm."
Mobile Internet Natives: How can the smart and thoughtful Ling OS not be loved?
Andre Liu, a standard "code farmer", as a post-90s he has been working for nearly five years, has just become a project leader, and his career has been small. With their long-time girlfriend planning to get married this year, the two made up their minds to give up the subway and buy a car that belongs to a small family, but the budget is not too much, and the girlfriend is a small white, all left to Andre to choose.
As a "native" in the era of mobile Internet, Andre's ideal car should be both easy to drive and "play" - intelligent interconnection is indispensable in this era where everyone cannot do without mobile phones.
Before buying a car, Andre first experienced the Ling OS Lingxi system of Wuling Star, and found that speech recognition is very sensitive, not only faster, but also higher accuracy than other competitors, and multiple commands are continuously said (such as saying "Xiaoling, close the sunroof, turn on the air conditioner, adjust to the external circulation, the system can quickly and accurately complete a series of operations)."
As a veteran digital player, Andre was also a big fan of smartphones, and even modified the ROM flashing machine himself. But in recent years, many people have been occupied by work and life trivia, and the troublesome "line brush" has long abdicated in favor of online upgrades. Wuling Star's Ling OS Lingxi system also happens to have the ability to upgrade OTA, in December 2021, Wuling Xingchen Ling OS Lingxi system for the first time OTA, and NetEase Cloud Music to achieve wireless connection, and mobile phone account one-click interoperability, and can support song list intelligent push, for people who love to listen to songs is particularly good.
"Now that I've talked about the auditory sensations, I have to mention another small detail that satisfies me with the Wuling Star." When it comes to in-vehicle intelligence, Andre is like opening the conversation box and gushing, "Voice interaction can be said to be the standard in cars now, but most brands use the same mechanical synthesis voice." The Ling OS Lingxi system voice invited the domestic first-class professional voice actor Shan Xin dubbing, not only the voice line is beautiful, with the vivid and playful avatar picture of XiaoWu Xiaoling, driving is no longer lonely, and driving alone is also very warm. If you tell it to turn on the air conditioner when the air conditioner is on, it will tell you that the air conditioner is on, and when it turns off and is ready to get out of the car, it will remind you to 'remember to bring your belongings', and my lost girlfriend will never worry about things falling off the car again. ”
Andre's girlfriend has some social phobia, usually do not like to communicate with people, the reason for choosing Wuling Star is that Wuling Star can provide a wealth of social functions for his girlfriend. Weekend with the girlfriend with the car friends self-driving trip, in advance to form a good team, everyone can achieve location sharing and information exchange when driving, through the multi-function steering wheel button real-time intercom, but also because of this small function, the girlfriend fell in love with driving, for Andre is also a big comfort.
"Wuling Stars can also provide road book customization, this function combines the function of WeChat and Xiaohongshu, by searching for tourist destinations, collecting favorite travel routes, we can directly open the play mode, saving time and effort, everyone does not have to discuss for the development of travel strategies, it is really happy that you and I are him."
"The Ling OS Lingxi system can also bring a lot of happiness and warmth to my girlfriend." Andre said that when his girlfriend was angry, he quietly changed the wake-up word to his name, let his girlfriend issue instructions, and the vehicle immediately cooperated with the execution; when she was sad, there was a caring little five xiaoling to comfort Andre; in the summer heat, he could support remote control of the temperature in the car in advance; when she could not distinguish the remote positioning, he could support seamless navigation and search. "Anyway, from my feelings, compared with the new power models of colleagues and friends, the functions of the Ling OS Lingxi system are very humane, and they are not inferior to those so-called new power models."
You say, how can such a smart and thoughtful Ling OS not love it? ”
Z Era Personality Youth: Wuling Xingchen is reliable and safe
Huang Churan is a post-95, just graduated, he did not like most of his classmates in the hometown of the third-tier city to find a glamorous and stable job, too early nine to five regular life, but chose to start their own business. While his career is gradually on the right track, buying a car has become a common need for his life and career, "For me, a car must not only have face, but also be high quality and safe and reliable. ”
Probably under the influence of his father, Huang Churan has loved cars since childhood. Compared with many models, the comfort and stability and safety of Wuling Xingchen reassured him. "I have to commute to work every day, and on weekends I often drive the stars to my parents to play, the stars carry the happiness of me and my family, and safety is my primary consideration compared to other configurations." During the conversation, Huang Churan turned over a snowy mountain attraction that he was going to drive to this weekend.
"My dad is an old driver, and he told me that excellent body rigidity not only means better safety performance, but also a prerequisite for improving the sound insulation, quietness and chassis stability of the whole vehicle. Wuling Xingchen improves the torsional stiffness by designing the cage + mesh passenger car bearing body structure, and with excellent shock absorption mechanism, the handling performance of the vehicle is guaranteed. According to my actual experience, Wuling Star does reduce the noise and vibration, while improving the comfort of the ride. ”
Huang Churan said that he carefully studied and compared several cars at the same price, and Wuling Xingchen really impressed him in the configuration. He said that Wuling Xingchen has the FSD shock absorber valve blessing from the Netherlands, which brings the function of soft and hard adjustment of the suspension, in daily travel, according to different road conditions, the chassis suspension damping can be optimized and adjusted, through the speed reduction belt or bad road, Wuling Xingchen is called a smooth hand. It is no exaggeration to say that this adjustable suspension is basically equipped for luxury cars, but the top price of Wuling Star is less than 100,000. "This car is definitely a good car that deserves to feel it slowly."
Wuling Xingchen is also refined in some details, which is also what impressed Huang Churan. For example, the interior is made of imported environmentally friendly plastic material, the smell of the whole vehicle is fresh, and driving has become a relaxing enjoyment; its new generation of electronic architecture has the steering wheel is not back to the positive reminder function, when starting the vehicle, the steering wheel is not back to the multimedia reminder, not only to avoid some accidents, improve safety, and even extend the service life of the vehicle suspension system and tires. In addition, the steering wheel of the stars also uses an environmentally friendly water-based microfiber substrate such as microfiber leather, which has a first-class feel and effectively reduces the odor of the whole vehicle.
Wuling Xingchen has the advantage of low fuel consumption, the whole series of 1.5T power (147 horsepower), can eat 92 "coarse grains", the minimum fuel consumption per 100 kilometers is only 7.1L, and the fuel economy is very high. For the future cost of use, Huang Churan's account is very clear: "After all, starting your own business, every penny must be broken." I have calculated an account myself, to drive 10,000 kilometers a year, Wuling Star consumes 8.5L per 100 kilometers of fuel, and must also add the No. 95 model, which can save nearly 2,000 yuan a year, almost allowing me to change a new mobile phone every year! ”
"Wuling Xingchen is known as 'super SUV within 100,000 yuan', which is verified from my car experience and is really good." Wuling, or the Wuling that reassures me. Huang Churan said and raised his thumb.
The success of the stars, another victory of the "People's Five Lings"
Just like the experience of the three young people, in the face of different groups of people, diverse needs, different picks, Wuling Star can take into account the user's needs, as far as possible to make everyone feel comfortable, naturally won the love of many young consumers.
In recent years, Wuling has become a "blockbuster maker" in China's auto market. From Hongguang MINIEV to Wuling Capgemini to Wuling Xingchen, Wuling's new car can be described as the launch of a hot one. After the launch of the "Big Four Seat" family car Capgemini, Wuling Silver Label has insight into the emotions and pursuits of contemporary young people, so we have witnessed the birth of Wuling Star and another sales miracle.
"Super power within 100,000 yuan", the slogan shouted by Wuling Xingchen, accurately pointed out the essence of its success. Wuling has grasped the real needs of the market, and at the same time well complied with such needs - while some consumers are pursuing luxury brands, more people no longer need only "how fast and good to save", economical and practical means of transportation, but also need highly intelligent, humanized and comfortable "partners". Wuling Xingchen can once again become a phenomenon-level explosive product, which also confirms that Wuling has indeed grasped the fundamental needs of mainstream consumers and solved the pain points of consumers.
Xingchen can not only pinpoint the pain points of potential consumers, but also carry more fantasies of potential consumers; it not only gives many home users the practicality that they just need, but also meets the pickiness of young car owners' diversified preferences. From the perspective of product strength, Wuling Xingchen, which has leapfrog strength and rich configuration, is indeed stunning - high-value appearance, simple and atmospheric interior design, humanized intelligent technology, reliable safety configuration and many other aspects, Wuling Xingchen has given the optimal solution of "SUV within 100,000 yuan" in the current Chinese car market.
Winning the hearts and minds of young people may not be just a result, but a beginning. In the future, we may also see more "explosive products" with Wuling silver labels.
Zhang Yu