First of all, I would like to congratulate the owners of the Euler black cat, the white cat and the prospective owners who may be about to pick up the car, because your car should have been upgraded to a "limited edition" model. The reason for this is naturally because black cats and white cats have stopped taking orders.
Although the Great Wall's claim is because there are too many orders, chips and raw materials are insufficient. So in order to ensure the user's car purchase experience, do not want to let everyone wait for the car for too long, so forced to stop taking orders, at first glance it seems a little reasonable!
But looking back, don't you think it's a bit outrageous, which company would choose to take down the shelves because the product sold too well? Besides, the pick-up time is written on the contract, and the user is willing to wait to book the car. I think I can not buy it for a long time, it seems that it does not affect the experience, this is what you love and I wish.
So I also read the analysis of many peer teachers, the general reason is because the new energy continues to withdraw, further compressing the profit margins of the two cars priced at less than 100,000 black cats and white cats. Coupled with Euler's own limited production capacity and the shortage of chips and raw materials mentioned earlier, in order to give room for production and sales of more profitable models, they chose to stop selling.
And this year, in addition to the current home flower dan good cat, Euler will also launch a new model with higher positioning lightning cat, ballet cat, cherry cat and so on. Then in order to enhance the brand image, the removal of black cats and white cats seems to be "reasonable".
How "chaotic" can the naming of a new car be?
In fact, when I first saw the news that Euler black cats and white cats were suspended, my first thought was: What do these two cars look like? How much does it cost?
Yes, even for a car editor like me, it is quite a headache for some car companies to call the new car naming conventions that are confusing now.
To give a very simple example, which do you think is more expensive, the volkswagen armor and the song? Is it impossible to think for a while which car the Tujiao is, and what is the price of the Song of The Song?
Let me tell you that Tujiao is a small SUV of SAIC Volkswagen, and Tange is a compact SUV of FAW-Volkswagen, so it is Expensive to Explore.
But for car companies like Volkswagen, its naming is still regular. For example, what is the road is SAIC Volkswagen's product, and what is FAW-Volkswagen's model. It's just that there are too many new cars now, and the north and south Volkswagen will launch sister models, so it seems more chaotic.
But for Euler, and even the entire Great Wall system, today's strange naming coupled with no continuity is the root cause of consumer confusion.
Before haval naming is actually very regular, from H1 can basically continue to H9, the larger the number positioning, size and price will be higher.
But now, in addition to the golden sign H6, the name of the Haval model has become a red rabbit, a mythical beast, a big dog and a first love. While it's really innovative, I really have a hard time associating these names with the positioning of the models.
Seeing these names, my first reaction was whether the Red Rabbit and the Divine Beast were for boys? And such a fresh and unworldly name as first love should be suitable for girls to open it. But after seeing the picture, you will find that the red rabbit and the first love seem to look similar, and the H6 is also very similar, so what is the difference between the three of them?
The same thing happened on Weipai, the previous VV series had VV5, VV6 and VV7, which could also be distinguished according to the number of positioning and price.
As for Euler, it may be even more outrageous.
Euler's first car was called the iQ, and many people may not know it. In theory, iQ is still on sale, but because sales have sometimes dropped to single digits, they have basically been forgotten.
And the iQ model and the current Euler do not belong to the same style at all. Now Euler as a whole is cute and cute, the name is cat system, and the appearance of iQ is a "strange mashup" wind that even a straight man can't accept.
But even if they all belong to the cat family, Euler's new car is a nonsensical name. Black cats and white cats you can think about, but what about good cats? A cat with a good temper? And then what are the ghosts of cherry cats, ballet cats, and punk cats in the future?
I can already imagine recommending a car to a friend in the future, and the strange expression on her face when I say the name of the ballet cat.
Can these "strange names" continue?
Of course, what is even more unacceptable is that the model naming of the Great Wall brand now seems to have no continuity. Maybe two or three years after a model is on the market, you suddenly find that it has been discontinued or directly discontinued, just like the black and white cats this time, so you buy a "limited edition" model.
In our past experience, the normal life cycle of a car is seven years. In the third year of the market, a mid-term redesign version will be introduced, and then in the seventh year, the next model will be basically released.
But now the Great Wall gives me the feeling that a car, or even a named life cycle, may be three years. After three years, the car will be gone, and in its place may be a car that resembles it, but with a new name. Or it may be that there is no similar follow-up model anymore.
Such product planning may bring us a novel feeling, after all, new cars are released one after another, but the consequence is that the brands and models under the Great Wall may have no historical background.
You will find that models like the BMW 3 Series, Porsche 911, and Honda Civic have elements of continuity or inheritance with the previous generation or even the previous generations when they release a new generation. That's part of car culture, and the first car you and your grandfather owned in their lives may be the same car, but he's the first generation and you're the tenth generation.
But the Great Wall brand may not have this sense of inheritance in the future, for example, the first car your mother owns is Euler Good Cat, and your first one, although it is also Euler, may be called Speed Rabbit.
Seven years later, Haval launched the second generation of big dogs, and Euler also updated the second generation of good cats. Because the new naming method of the Great Wall system was basically completed last year, we cannot predict what the naming plan of the Great Wall will be in the future.
I also hope that the Great Wall can hit my face once, so that these names can be continued and passed on.