A few days ago, from the ministry of industry and information technology website learned geely's geometric car new small pure electric SUV declaration chart, according to the published tail word table and other information shows that the new car or named Thunderbolt Tiger. This is the second time since the launch of Kung Fu Niu in November last year that Geometry has launched a model that conforms to the name of the Chinese Lunar Zodiac year. It is undeniable that Geely's wave of marketing ideas is wonderful, but in terms of the brand influence of geometric cars today, it is indeed difficult to stir up waves in the turbulent automobile market.
The kung fu cow in the year of the ox does not have a cow to rise, the thunderbolt tiger in the year of the tiger can turn the tide, and the tiger is mighty? In fact, from the two models of Kung Fu Niu and Thunderbolt Tiger, we can see the clues, and there are similarities between the two in multiple dimensions of vehicle characteristics. The Thunderbolt Tiger is not so much a brand new model of a geometric car as it is a magic version of the Kung Fu Cow. And how the kung fu cattle came from, I believe that consumers who are familiar with the Geely car system naturally have a number in mind.
Geometric cars, can there be light?
Today's brand image of geometric cars has deviated from the high-end pure electric positioning that Geely originally set for it. In other words, Geometric Cars is supposed to be on an equal footing with Geely's independent brand, Lynk & Co. Just as Lynk & Co released in Berlin, Germany in 2016, Geometry also chose the tall way of overseas appearances in 2019 to announce its birth.
However, the development path of the two major brands is completely different, Lynk & Co has raised the price ceiling of independent fuel vehicles to the 300,000 mark, and geometry is since the launch of the first geometric A with a price range of 150,000 to 190,000, and then geometric C, including the new geometry A, has the intention of price sinking. Not to mention that kung fu cattle listed last year directly locked the price below 70,000. It can be seen that the brand positioning of geometric cars and high-end has gradually drifted away.
Today's geometric cars, sales only rely on the geometric A that defected to the shared travel industry to support itself, like last year's geometric A of 14602 vehicles, accounting for more than 90% of the brand as a whole. As for Geometry C, its contribution to brand sales as a firefighting role is limited. And the newcomer Kung Fu Niu, perhaps the vast majority of consumers do not know that geometric cars have added such a model.
For Geely, the current situation of geometric cars is really a bit tasteless, and it is a pity to abandon them, leaving consumers with only the low image of online ride-hailing. Therefore, Geely is also investing more energy in the new Krypton brand. In fact, such innocuous models as Kung Fu Niu or Thunderbolt Tiger, in the author's opinion, may be Geely's geometric cars brushing the sense of existence in the market, incidentally trying their luck and maintaining the communication bond of users, and there is no intention of expecting them to stop the decadence of the brand situation.
Mention of this, in fact, I feel sorry for the geometric car. As a traditional main engine factory with the best domestic strength, geometry can be described as a well-known family. Compared with the new forces that have failed to gain a firm foothold in the market, the image of traditional car companies as a big factory gives consumers relatively reliable quality and after-sales confidence.
On the contrary, GAC Trumpchi E'an, which has a similar background and was established a little earlier than it was established, found the direction after some groping and rolling. The independent new energy brand also incubated by the traditional main engine factory is also the sales volume of the online ride-hailing car, but the volume of Aion S is several times larger than that of geometry A. In addition, in terms of market adaptability, Aehan seems to be a little stronger than geometry.
Relying on the shared mobility platform, Aeon has not been complacent after the rapid rise in sales. More models are being introduced non-stop to meet the growing demand for pure electric markets. At the same time, in order to further enhance the brand image and change the inherent impression left by the previous Aion S as an online car, Aion S Plus has been added, which is slightly different from the Aion S in terms of design and color matching, and is more suitable for the home market. In addition, Aeon is not too obsessed with building a high-end pure electric brand, but chooses to be stable in the household car market, like Aion Y and Aion V, which are already the more popular pure electrical products in the market, and on top of them, there is also Aion LX supporting the brand height.
Counting the kung fu cattle, the current geometry car on sale is only geometric A and geometry C three models, and all of them are mediocre sales. Compared with gazc Aean's highlights, geometric cars inevitably become dull.
There is no life of the Macromitsu MINI EV,
I also have to change the oil to electricity
Perhaps encouraged by the hot sales of Wuling Hongguang MINI EV, the market, including traditional car companies and new forces, has developed a strong interest in mini cars and have followed suit. Suddenly, miniature car models that were once regarded as old man's music mushroomed. The geometric car, which is hopeless upwards, is also determined to test the water in this direction.
It is undeniable that consumers have a relatively low threshold for this type of product, as long as it is cheap enough. Products of the same level, such as Wuling Hongguang MINI EV, Changan BenBen E-Star, Zero Run T03, etc., are all harvesting the market through cheap strategies. Geometry is also well aware of this, so although the price of Kung Fu Cattle is not as good as the hongguang MINI EV, the price of 58,800-6.88 million is also very close to the people, and the size and practicality of Kung Fu Cattle are better.
Due to the negative impact of customers not picking up the car on time, service charges and inconsistencies with publicity, it has frequently been complained about, and it has been ranked second in the car quality network complaint list in December last year, which is undoubtedly worse for geometric cars.
Geometric cars can not develop, in the final analysis and its implementation of oil to electricity brand ideas are closely related, and this is what is excluded by the majority of consumers. If Geometry A barely sees that it is the oil-to-electricity version of the Emgrand GL, then the Geometry C and Kung Fu Cow are nakedly presented with the oil-to-electricity of the Emgrand GS and The Vision X3. Taking Kung Fu Niu as an example, compared with the Vision X3, the vehicle size and wheelbase of the two vehicles are the same, and the appearance is even more the same.
Of course, the geometric car may not escape, in fact, in the model naming, Kung Fu Niu also has an EX3 prefix, which is probably the meaning of the Vista X3 pure electric version.
The upcoming Thunderbolt Tiger does not have too many overlapping shadows in the shape, so can the Thunderbolt Tiger get rid of the fate of oil to electricity? Non-also, in the author's opinion, the Thunderbolt Tiger is more like an evolution from a kung fu cow. In addition, in the design of the front face of the daily running lamp, there are still traces of Xiaopeng G3i. According to the information on the declaration chart, the body size of the Thunderbolt Tiger is 4006/1765/1550mm, and the wheelbase is 2485mm, which is actually comparable to the body proportion of Kung Fu Niu 4005/1760/1575mm and wheelbase of 2480mm.
Geometric Thunderbolt Tiger Declaration Chart Information
For the time being, the final price of the Thunderbolt Tiger is not known, but it is expected to be on par with the Kung Fu Bull. If it is true, isn't Geometry sensationalizing the launch of two models of competing sizes and prices in a short period of time? In this way, the Thunderbolt Tiger is indeed powerful in name, but from the perspective of product competitiveness, it may not be able to make geometry pass smoothly.
Figure | Sourced from the web
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