When doing the content of the shopping guide comparison, we will carefully compare the space, compare the power, compare the control... Comparing everything that can be compared, it is not a problem to sprinkle thousands of words. But the thousands of words that were painstakingly written down could easily be overturned by two words. Yes, those two words on the title - face value.
This, of course, is understandable.
Recently, I was ready to buy a motorcycle. Although I have been in the automotive industry for so many years and have seen many motorcycles at auto shows, it has always been outside my cognitive range. In this new field, like many small whites, I don't know what kind of suspension is better, I don't know what is a good power output, and I don't know how to test drive...
Therefore, design has become the most important indicator when choosing a car.
The five cars I'm going to introduce next, in my opinion, are designed to open up a whole new situation. Of course, this is not to say that they are all vases and are not useful, but to say that among the many factors that have contributed to their success, the credit of design seems to me the greatest.
Euler good cat
In the pure electric vehicle at the price of 100,000-150,000, on the endurance, Euler good cat is not the most outstanding, the main sales model only has an endurance of 400 kilometers, and the longest endurance is only 500km. In contrast, the Aean Y at the same price point offers three endurance versions of 410km, 500km and 600km, and the Geometry A also has two versions of 430km and 600km.
On the power, Euler good cat is not very good, the whole series is only the use of 105kW / 210Nm drive motor, in contrast, Aian Y in addition to the minimum allocation, are using 135kW / 225Nm drive motor, geometric A drive motor power can go to 150kW / 310Nm.
As far as the invisible place is concerned, Euler Good Cat doesn't seem to be the best option.
However, in the market segment of 100,000-150,000, Euler Good Cat is a banner, and since its listing, sales have risen steadily, and with a cumulative sales volume of 50,931 vehicles in the whole year, it won the sales crown of the 2021 A0-level BEV market, and achieved sales of more than 10,000 in the last month, creating a milestone for this segment.
The hero who helped Euler good cat achieve this feat, without a doubt, is design.
When the world is taking the route of technology and fashion, Euler good cat has done the opposite, taking the retro route - the curves and proportions of the retro design, the round full LED headlights, the retro striped seats, the classic large-diameter steering wheel, the classical bright silver lever... From the inside out, Euler's good cat exudes a retro smell of the 30s and 40s, which is like a beach, which makes people addicted.
Also in the early 100,000s, are you buying a traditional sedan or hatchback that runs all over the street? Or buy a vintage car that shows your character?
In today's rapid development of the pure electricity market, if you want a retro car, Euler good cat is still the only choice. This is a bit of a surprise! After all, whether it's motorcycles, clothing or furniture, retro is a very important genre in the field of design, and the potential consumer is huge.
But until now, in this market, good cats only cover the sky.
Tank 300
Before writing this article, Tanks has just announced its January 2022 sales results – with only one car, the Tank brand has sold 10,363 units, and has sold more than 10,000 for three consecutive months. There is no doubt that the Tank 300, alone, has created a miracle - to bring a niche market to life.
Before the Tank 300 was available, hardcore off-road was a very niche market.
In 2019, the year before the launch of the Tank 300, the overall sales volume of this market was only in its early 100,000s, and the decline was huge, down 19.51% year-on-year. By the first ten months of 2020, the sales volume of this market is only 73,800 vehicles, of which the best sales are Haval H9, with cumulative sales of 16,543 units, an average of less than 2,000 units per month, and the best month is only 2648 units.
On practicality, on off-road performance, on cost-effective, Haval H9 definitely does not lose the tank 300, is lost in the design.
On performance, the tank 300 will not be much better than the Haval H9, after all, everyone is the same door brother, and the tank 300 standard "three locks", Haval H9 can also be optional, the price is not expensive - but 6000 yuan a hand, so you say that the tank 300 is because of the off-road performance and attract a large number of fans, I will not believe.
I prefer to believe in the design power of the Tank 300.
With a budget of around 200,000, consumers only have a few urban SUVs to choose from – either Toyota's RAV4, or Honda's CR-V, not Volkswagen's Tiguan L and Buick's Oncovey. The design of these cars has highlights, all look good, but it is mediocre, forgotten at a glance, and lack of memory points.
An urban SUV like X-Trail, you make me pay purely for the design? Sorry, I can't do it.
Hardcore off-road, although it is a function, it is more of an identity, a design style. Many car owners buy this type of car, not to go off-road, nor to explore the poetry and distance in the wilderness, but just to express their attitude through this design: either in the pursuit of differentiation, or to show that they have the ambition to pursue far away.
Of course, within 200,000, not only the tank 300 is taking the hardcore off-road route, but also several models of BAIC off-road - BJ40, BJ212... These cars were also successful in hardcore off-road, but in the end they did not sell well, mainly because they were not refined enough. After all, people who can tolerate the high fuel consumption shortcomings of hardcore off-road are undoubtedly people who pursue high quality.
GAC Trumpchi Shadow Leopard
Shadow Panther is the winner of our editorial department "Dear Sedan 2022". Because it is not only the first car to achieve market success in Trumpchi, but also one of the few sports cars among Chinese brands to achieve market success. And the reason why it can win this success is not because of low prices, but because of excellent design, advanced power, first-class control...
Of course, the most important of these is design.
As a "light run", the shadow leopard is of course better than the same level of competitors, more explosive, but after all, this is only a family car in the early 100,000s, its positioning, its cost, is destined to be difficult to achieve the so-called performance of the car in terms of performance, but more than the same level of driving pleasure.
But even so, it can still give people a strong taste of performance cars, so that many people with the expectation of performance cars to test the car, but in the end it is only a slightly better than the family car feeling, and even left a "different appearance" reputation. The "problem" is in its design – the taste of performance cars is too strong!
Sometimes, "inconsistency" may also be an appreciation.
Before the shadow leopard, 100,000 pieces you can only buy Langyi, Xuanyi, Corolla, Lei Ling, these are the family cars of the Eight Classics, their design is not to say that they are not good-looking, but they are a little too conservative, quite a kind of chewing wax tasteless feeling. This does not meet the aesthetic needs of young people, especially post-95s.
This market is too much in need of a car to take on the burden of design change.
Do you say Lang Yi is not good-looking? Not really, just no surprises.
This is the opportunity for the Shadow Leopard.
First of all, its body posture is very low, the height to width ratio is only 0.77, and the Volkswagen CC, which claims to be a "wide-body luxury coupe", is only 0.78. Such an aspect ratio, coupled with an 18-inch hub, gives people a feeling of flying close to the ground, and this feeling, combined with its "fighter design theme" front face, makes people have a lot of desire to fly.
Secondly, it has too many design elements of the performance car - the exhaust of the two sides, the rear wing, the red dot of the steering wheel back, and the exciting exhaust sound... They not only meet your visual needs, but also satisfy your desire for performance cars from the touch and hearing.
As Li Shi said: Talk show, the most taboo is to set a very high psychological expectation for the audience.
This truth is also very suitable for the shadow leopard - as a family car, its performance has not caught up with the expectations of its design to the audience, so it gives people a "sense of gap".
Don't think it's a criticism, it's a compliment. I always feel that in the 100,000-150,000 price range of cars, shadow leopard is the best to drive, the most fun to drive, at least one of them. It's just that his design is beyond his performance.
Dongfeng Citroen Versailles C5 X
Some time ago, Versailles had a round of public opinion storm, which caused a heated discussion among thousands of people.
Now in this market, don't say that the wine is not afraid of the deep alley, even if your wine is very fragrant, but also placed in the flow of people, no one appreciates is no one appreciates. After all, this market has entered a highly homogeneous stage, some products are on par with you, but competitors whose brands are stronger than you are also shouting and will not leave you with opportunities.
Versailles is a masterpiece of French cars out of the inner roll: when the world's B-class cars are traditional sedan shapes, it adopts the design style of RV, giving you a strong cross-border flavor. The suspension roof design, which is very common on SUVs, is borrowed from Versailles to give people a fresh and unworldly taste.
The first time I saw it at the auto show, I felt that versailles design was very appealing to young people's tastes and should be a big seller.
Sure enough, Versailles gave Citroen a breath of relief to the "endangered" Citroën: less than half a month after its listing, Versailles' orders exceeded 12,000. It was only launched in mid-September, and in 2021 it successfully sold nearly 13,000 vehicles, becoming the most successful model of DPCA in the past seven years.
Some people attribute the hot sales of Versailles to the value for money. But I don't think so, and I still think that design is the main motivation. Of course, I don't deny that Versailles is really good value for money. Its sibling Peugeot 508L is also very cost-effective - all B-class cars, the price is similar, and peugeot's brand is louder than Citroen, why can't the 508L sell well?
Also a French car, the 508L did not take the "French romance" to the extreme.
Consumers who choose a joint venture B-Class car are not very price sensitive, and the price difference of tens of thousands is irrelevant to them. They care more about buying what they like, even if it costs more money. In terms of product strength, peugeot 508L is very good, but it can not jump out of the homogeneous competition, and finally can only lose on the brand power.
While Versailles' design is unique in today's market, those who like it have no choice.
Wuling Hongguang MINI EV
Wuling Hongguang MINI EV is hot, I think everyone can see it: in 2021, its annual sales have accumulated 426452 units, winning the annual sales championship of new energy, of which in December it created a sales record for a single model in China's pure electricity market with a result of 55729 units, and won the sales champion of China's pure electricity market for 16 consecutive months.
There are many success factors for the Hongguang MINI EV, which can be attributed to both product positioning and cost performance, but I think the most important thing is its design. Have you found that although the Wuling Hongguang MINI EV is cheap, it does not lower the brand image of Wuling, but makes it younger and more attractive.
This is the design in the "mischief".
The design of the Hongguang MINI EV is not very clever, many of which can be found in the micro-surface of Wuling, and the combination of these elements and the body size of the MINI EV is very flavorful, giving people a feeling of cuteness. This feeling, of course, is greatly favored by female users.
As you can see, once the Hongguang MINI EV was launched, it became a fashion item in the Little Red Book, and the car industry Internet celebrity in Douyin quickly captured the hearts of young users.
More importantly, the Hongguang MINI EV did not stop there, but took advantage of the chase, launched the macaron version, and also released its convertible version of the concept car at the auto show, making young people who pursue fashion addicted.
Perhaps it is the tireless pursuit of design, the Hongguang MINI EV can firmly consolidate the position of A00-level sales supremacy even in the face of the pursuit of many competitors. Most imitators can only absorb some consumers who care about cost-effectiveness over design. And this part of the user, to be honest, is only a minority.
Text | Male
(This article is the author's personal opinion only and does not represent the position of DearAuto.) )
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Mr. Li Guoyong of Guangdong Green Law Firm