It is not difficult for careful people to find that Weilai seems to have set its sights on BMW recently.
At the same time as the NIO Day, ET5 was released last December, the BMW 3 Series was directly named. At the recent communication meeting, when Weilai officially confirmed for the first time that the ES7 of the big five-seat SUV would be released in April, it once again named the UPcoming BMW X5L.
I also recalled that in the recent communication with the senior management of Weilai, bmw products and brands, the probability of being mentioned is indeed extremely high. Clear-eyed people can see that Weilai has clearly begun to benchmark with BMW.
Such benchmarking is not without reason.
On the surface, Weilai and BMW genes are indeed similar, both are high-end brands, both focus on control, and both strive to bring users a pleasant car experience. Moreover, BMW's layout in the field of electric vehicles is also deepening, last year released the flagship product iX, the main sales of pure electric vehicles iX3 is also the best sold in the three pure electric vehicles of the same level of BBA, and Weilai models have a certain direct competitive relationship.
Taking a deeper look, with the continuous improvement of the market penetration rate of new energy products, the war between electric vehicles and fuel vehicles is silently opening. In Weilai's eyes, they and BMW are indeed about to move towards a frontal battlefield, but the protagonist of this battlefield is not BMW's electric car, but BMW's fuel vehicle.
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After the launch of the NIO ET5 last December, I once made a video about why the BMW 3 Series would be a very important competitor to the ET5. At that time, many people left messages to complain: BMW has accumulated for so many years, why does Weilai compare with others?
Indeed, I don't deny it at all that BMW is a great brand. From junior high school to college, when I saw my relatives and friends around me opening the BMW 3 Series, I was so hungry that I couldn't do it. But it must be said that in recent years, the situation has changed.
Why does the current Weilai dare to fight with BMW?
Just two words: strength.
This is an important word, and fighting a war depends on hard skills. Especially now that users are more and more aware, no two brushes will jump out, which is basically equivalent to sending points. Media communication is no longer the era of gunfire theory in the past, a large number of multi-channel information bombardment, users can clearly distinguish who is reasonable, who is bragging, who is advertising.
How is the strength reflected? Data doesn't lie.
BMW's sales of electric vehicles last year were more than 20,000 units, and it was achieved in the case of a sharp price reduction in the iX3. In contrast, Weilai's sales last year were close to 100,000, and the average transaction price of more than 430,000 was also higher than BMW. In the high-end pure electricity market of more than 300,000, NIO has a market share of more than 40%. Therefore, no matter what the data dimension is, Weilai is much better than BMW's electric vehicles.
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People who understand understand it, the real look, is Weilai's electric vehicle compared to BMW's fuel vehicle.
This year, NIO will deliver three new cars, the ET7, ET5 and ES7. A medium-sized sedan, a medium-sized sedan, and a large five-seat SUV are all products based on the NT2.0 platform, and are the flagships of Nio's current three subdivision product lines. Interestingly, these three new cars, corresponding to BMW's oil car, can find similar size and positioning opponents: BMW 3 Series, 5 Series, and X5L, which will be launched this year.
At first glance, whether it is the 3 series, 5 series or X5 series, they are the best in sales and word of mouth in their respective fields, and Weilai does not seem to be competitive. However, if you take it apart and knead it from the perspective of a real car buyer, you will find that this is not the case at all.
We can make some simple example analysis from the three dimensions that users will focus on when buying a car: product, service, and brand.
Let's talk about the product first.
Let's take my own ET5 as an example. Just after NIO Day last year, I booked one. Before booking, I really carefully compared the bmw 3 series product strength. After all, the latter is the best of the traditional luxury brand fuel vehicles in this class, selling more than 170,000 vehicles last year.
The ET5 has three key points in the product that I care about, which are beyond the BMW 3 Series.
One is performance. BMW 3 Series main sport, as we all know, the fastest version of the 100 km acceleration can be in the early 6 seconds, which is already good for this level of fuel vehicles. But what is afraid of comparison, Weilai ET5's dual motors, power and torque are greater, 360 kilowatts, 700 Nm, the rear axle also uses 210 kilowatts of silicon carbide permanent magnet motor. In addition, the brakes are also high-performance 4-piston calipers, which accelerate from 100 kilometers in only 4.3 seconds. This set of data makes it difficult not to be impressed.
The second is intelligence. ET5 has begun to explore the in-car AR and VR interaction, the 3 series also need to use the mobile phone bracket to see navigation; ET5's assisted driving platform hashrate 1016TOPS, BMW's Mobileye chip is only 2.5 TOPS. The ET5 has lidar, seven 8-megapixel cameras, and BMW doesn't have one. It is no exaggeration to say that on the point of intelligence alone, many users will be like me, giving the BMW 3 Series a veto. Because this is basically a product of two eras. Just like the iPhone used on the mobile phone, as long as you have felt it, you really can't go back to Nokia.
The third is price. The main sales model of the 3 series, the current price is about 350,000, although the terminal has preferential treatment, but with what decoration, brand, purchase tax, etc., the total price of the landing will generally be higher than 350,000. IF the ET5 uses the BaaS solution, it will land in the early 250,000, and even if the battery is bought, it will only need 320,0008. In addition, the cost of using a car saves about 1,000 fuel costs per month, and the cost of car maintenance is almost double that of 60,000 kilometers.
In addition to the example of ET5, including ET7, ES7 vs BMW 5 series, X5L, you can also refer to the three points I listed in the comparison template, I believe you will have your own answer.
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Of course, at this time, there must be someone, to tell you, as if BMW has no advantage at all?
Not. Objectively speaking, BMW has two advantages that are still obvious.
The first is the adjustment skill accumulated over the years, which is not simply fast, but the sense of precise and silky control, the texture of the chassis, and everyone who has driven it should know. If you use scoring, BMW may be able to achieve 95 points in this regard, but Weilai can only achieve 80 points. However, for most people, this alone is not enough to make up for the comprehensive disadvantages of BMW's peer products in terms of performance, intelligence, configuration, and price.
At this time, the skeptics will move out of the second point: no matter how well you say, et5 is still a pure electric car in the end, and there will still be mileage anxiety and energy replenishment anxiety.
Objectively speaking, this is true, after all, there are still more gas stations, especially in the long-distance scene.
However, it must also be said that Weilai's energy replenishment system is the most perfect of all electric vehicle brands at present, in addition to overcharge, home charging, destination charging stations, has been online more than 800 replacement power stations. These substations have indeed fulfilled Weilai's promise of "making it more convenient to refuel than refueling" in the local area. For example, there is a replacement power station next to my house, drive for the past 10 minutes, change the power for 5 minutes, and get it done in 15 minutes.
As far as my personal understanding is concerned, if your car scene is mainly a city, it is not a long distance of hundreds of kilometers that needs to be run every three to five minutes, or a high-speed long distance in a relatively remote area. The experience of that pure electric vehicle, especially the experience of a pure electric vehicle with more perfect energy replenishment and will continue to improve, will far exceed that of fuel vehicles.
As for whether this is true, you can ask your friends who drive electric vehicles around you, and whether you are willing to drive back to fuel vehicles. The answer will be simple.
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After talking about the product, let's talk about the service and brand.
Why I booked ET5, there is also a very important reason, Weilai is a car, but also a lifestyle.
It seems a bit official to say so, so let's tell three little stories.
a: My lover especially likes to buy cereal in NIO life. Most of the cereals that my family eats for breakfast now are Weilai's cereals. It's an amazing thing. Weilai's NIO life plate, many people think that it is the logic of the boutique before bmw these luxury brands, but in fact, it is completely different. People who have actually used it will obviously feel that they are definitely not just making some clothes, water bottles, wallets, printing a LOGO and it's over. There is the persistence of selection, the series of points system, the natural connection between enterprises and users brought by the direct operation model, and so on.
B: My son likes to go to the cow house to play with Miss Weilai. Last time we went to Hangzhou West Lake to play, there was a Weilai Center next to it. My son played alone with Weilai's kindergarten sister and other children in the children's play area on the second floor for an hour, and did not cry and look for his parents the whole time. This experience is even better than the 300 or 400 early education classes we reported him. My lover and I also used this quiet time to sit on a textured couch, drinking a special tea, and I also replied to a few emails.
C: My friend likes Weilai's service brother. Last time, this sister joked with me, saying that when I drove the BBA before, I was particularly afraid of car problems, afraid to go to maintenance, because I was very ignorant every time. But after changing Weilai, she joked that she wished that the car could often have some problems, because there would be a handsome little brother who would help him get the whole process done without worrying about anything. This is the power of service, although users also know that this is all spent on their own money, but I am willing to spend this money to buy me worry and buy me happy.
Here to say another sentence, to serve users as well as possible is the DNA engraved in the bones of Weilai.
Suddenly thinking of last year's boiling "seat door" incident, there are Weilai users in the Weilai APP to complain about the uncomfortable seat, through the event to see the essence, to give everyone a thinking direction: In addition to Weilai, there are other companies that allow users to spit themselves in their own APP so concentrated?
This is a very interesting angle to think about. It can be directly seen that a company really values users and is willing to sacrifice the interests of enterprises for the benefit of users to a certain extent. Observing a business is the same as observing a person, a lot of things, depending on how they do it, not how they say it.
These are all Weilai's "system" capabilities, and this system capability is currently impossible for any luxury brand, including BMW. Above the product power, they have truly shaped the high-grade sense of the Nio brand and built the moat of the NIO brand.
Now around me, few people will feel that Weilai's brand power is lower than that of BMW.
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Of course, after reading this article, there will definitely be people who spit on my judgment and insist that fuel vehicles are still the future. Just like last year, Li Bin was attacked by the keyboard warriors, and everyone only heard the sentence that pinched the head and tail: "I don't understand why some people still buy fuel vehicles." But I didn't hear the second half of his sentence: This will be a process, by 2030, the market penetration rate of new energy vehicles will exceed 90%.
I am deeply convinced of this judgment.
In the next five to ten years, electric vehicles and gasoline vehicles will still be parallel for a long time, many users will continue to scorn electric vehicles, many users will still hesitate, but these can not change the general trend, fuel vehicle products will be more and more lack of competitiveness, fuel vehicle market will shrink faster and faster with the iteration of user cognition.
As the head company in the electric vehicle brand, WEILAI is the well-deserved first chair in the high-end market, and gradually occupies the fuel vehicle market share of luxury car brands such as BMW, and there is no suspense.
finish.