The night before the Mocha DHT PHEV went on March 1st, I interviewed the top brass of the WEY brand. For the first time, the brand leaders disclosed this year's new car plan and future product and brand direction. Here's what started:
2022 is the big year for weY brand products, in addition to the Mocha DHT PHEV launched on March 1, at least one MPV will be released at the Beijing Auto Show in April, and the retro dream will also start pre-sale. New models such as mpVs and large six-seater SUVs will be released this year. In addition, according to the information I have before, the sedan is also likely to be released this year.
The PHEV version of the above-mentioned model is expected to sell for more than 300,000 yuan. In addition, the subsequent new cars of the WEY brand will have a relatively large proportion of the price range of 300,000-400,000.
It is estimated that everyone will feel a little confused when they see the information above, what is WEY doing? How did you suddenly run to more than 300,000?
First of all, not all models will sell for more than 300,000, and the price range of 30-40 is not told by storytelling.
Take the Mocha DHT PHEV as an example and compare several models of similar class to a representative model:
Needless to say, the two cars of the joint venture brand are far lower than the mocha in terms of power, intelligence, configuration and hardware cost, but the price is more expensive than the mocha.
The battery size, pure electric endurance and intelligence level of the ideal one and mocha DHT PHEV are very close, and the hardware cost is also more than a set of DHT system developed by mocha, and the engine is also a hybrid special engine developed by itself.
The sales volume of the ideal one is obvious to all, which shows that everyone is highly recognized for its products and prices. Mocha DHT PHEV is cheaper than the ideal one at higher book costs, and from this point of view, although the price range has reached the 300,000 level, the WEY brand has not abandoned the tradition of great wall cost performance.
The WEY brand is not raising prices, but based on its own technological improvement to create higher-value products. This is the source of the brand's upward mobility.
Since its inception in 2016, the WEY brand has undertaken the task of breaking through the Great Wall upwards. However, the road up for Chinese brands is not easy, and there is still a big gap between the status of the WEY brand in the hearts of users and the brand goal in the past 6 years.
But these 6 years have not been abandoned, in addition to the continuous accumulation of experience, the WEY brand finally has enough confidence in technology.
In addition to the tank platform for off-road vehicles, lemon and coffee intelligence are all preferentially applied to WEY's new vehicles, such as the Mocha DHT PHEV listed on March 1 with the Great Wall's unique two-speed DHT, and has achieved a pure electric endurance of 200 kilometers, and the noH high-speed pilot assistance capability has also been realized in driving assistance. From a technical point of view, this is the top level of the current commercially available models.
Not long ago, the WEY brand opened a brand renewal conference, the core content is that from this year onwards, the WEY brand will start a second venture, accumulated 6 years of experience, with new technologies and new directions of intelligence, high-end, new energy, a different WEY brand will gradually show in front of us with many new cars planned this year.
However, technology alone does not make WEY a truly high-end brand. The Mocha DHT PHEV is obviously worth 300,000 yuan, which is obviously cheaper than others but still makes everyone feel expensive for a reason. The reason for this boils down to the sense of value that the brand brings to the user.
The key to improving the sense of value lies in two aspects, service and marketing.
In the service system, the WEY brand is undergoing a major reform, with the help of the ability of smart car machines and mobile phone clients, so that every car owner can get a shorter and smoother path of the original factory service, users can even directly get the support of the manufacturer's engineers when needed.
In addition, a new self-operated storefront exhibition hall will be established, and all WEY store orientations will be more in line with the high-end positioning and the evolution of new service concepts. In the future, WEY car owners can enjoy better service and a higher-end brand image.
As for marketing, many people think that marketing is to fool big guys into buying a car, but it is not entirely right. For car owners, good marketing can enhance the tone and taste of the brand, and enhance the added value of the brand's gold content. These enhancements, like products and services, can also enhance the value experience of car owners. To put it bluntly, if everyone thinks that this brand is high-end, the owner naturally feels that there is face.
Many car owners and prospective owners will complain that the WEY brand will not play marketing, will do not say. From the March 1st Mocha DHT PHEV listing conference, we can see that the WEY brand has obviously changed its style in marketing, and even thrown out such a statement as hanging Wei Xiaoli. Personally, I don't like such aggressive marketing tactics, but at least it makes us see that WEY really wants to talk and dares to speak, and change has begun.
The above is the plan of the second venture to the high-end sprint after the establishment of the WEY brand 6 years ago, combined with some of my personal understanding. When I write this text, I am still a little excited, Chinese brands must rush to a higher price if they want to develop, and I look forward to them all rushing up.
However, no matter how good the plan is, no matter how big the determination is, it is useless for the user, and it is really possible to get our approval step by step. What we can do is to give Chinese brands a fair environment and then wait for the good news.