Hello everyone, here is United Engine, a small car media that hovers on the brink of bankruptcy.
Today's competitive analysis, let's take a look at the main sales model in the Euler brand market - good cat.
Since the end of last year, there has been more news about the Euler brand in the market. On the one hand, the brand does not care enough about feathers, on the other hand, this car brand, which has been established for more than 4 years and is designed for female consumers, is gradually becoming the first echelon of consumers when purchasing new energy models. This is further confirmed by Euler Good Cat's ranking as the number one sales volume of pure electric small cars in 2021.
Entering 2022, when the trend of new energy is obvious, Euler aims to further consolidate the brand's "refinement route". In February and March, the brand's models have been quickly adjusted accordingly, and a new 2022 good cat has been launched under the condition of stopping the production of black cats and white cats.
At present, the guidance price of the 2022 Euler good cat manufacturers is: 12.19 to 15.19 million yuan, and a total of 6 models have been launched for consumers. In addition, the guidance price of the 2022 good cat GT manufacturer is adjusted to 147,000 yuan.
From the current 2022 Euler good cat product strength, the new car has a price increase of 8,000 to 18,000 yuan compared with the old model, mainly in the configuration and personalized customization of the adjustment.
2022 good cat full range. The new model comes standard with 18-inch alloy wheels, fixed-speed endurance, body stabilization, 360° panoramic imagery and a keyless system. Among them, it should be noted that on the new high-end models, a number of intelligent safety features such as parallel assist and lane departure equipped with the old models have been cancelled, and instead of the electric induction trunk, steering wheel heating, and front seat comfort configurations have been added. If you need to be equipped with an intelligent security configuration, you will be upgraded as an optional package.
In the personalized part, the 2022 Euler Good Cat provides consumers with 2 optional bags, of which the Morandi color optional bag can customize the appearance and interior, and the intelligent driver assistance gain option package is equipped with the L2 level intelligent safety auxiliary driving system.
Then the good cat, as Euler's boutique model in the field of pure electric small cars, has a substantial adjustment in configuration and personalization.
In 2022, can we continue to hold the top position in this segment?
Today we will use Euler Good Cat 2022 400km standard endurance Deluxe lithium iron phosphate and BYD Dolphin 2021 401km Knight Edition to compare, to see which model can better meet the needs of young personalized consumers.
In terms of brand, as an independent new energy brand under Great Wall Motors, although the market popularity is still some distance from BYD, from the perspective of the rapid expansion of the market since its establishment in 2018, Euler has become an unavoidable choice in the field of new energy, especially in the hearts of female consumers. Of course, for BYD, in the era of new energy, the rich accumulation of technology has obtained huge market dividends, and it is also an indispensable presence in China's new energy market.
Coupled with the fact that the two cars have obvious overlap in price and market positioning, Euler Good Cat and BYD Dolphin will naturally form a corresponding competitive relationship. Specific to the model selection and actual price, the bydir dolphin, which is lower priced, will obviously be more tempting.
As the core competitiveness of pure electric small cars, Euler Good Cat and BYD Dolphin have shown the same endurance at the same price. However, from the perspective of the performance parameters of the two vehicles, BYD Dolphin has more advantages than Euler Good Cat in terms of vehicle power and peak torque, and the Dolphin uses a smaller battery pack, so in terms of energy conversion efficiency, the Dolphin also has better performance.
In terms of space, Euler Good Cat and BYD Dolphin are generally at the same level, after all, Euler Good Cat occupies the three-dimensional advantage and BYD Dolphin occupies the wheelbase advantage, the former will have a better sense of interior space, and the latter will have more rear space. Of course, from the perspective of the positioning of the two cars in the small car market, consumers will not have much demand for the space in the two cars
In the configuration part, the two cars have the same performance in terms of configuration emphasis under the same market positioning for young consumers, and the main difference is in the intelligent security configuration. Of course, this also stems from the adjustment of the configuration of the 2022 Euler good cat, if consumers are willing to install 10,000 yuan of intelligent assisted driving gain set, in the case of 7,000 yuan more than the dolphin, it will be used for comprehensive surpassing in terms of vehicle configuration.
It is undeniable that the new Euler good cat, the reason for the price increase and configuration adjustment is the brand's adjustment in the face of the reduction of new energy vehicle purchase subsidies in 2022, the price of vehicle battery raw materials and other market conditions.
However, from the perspective of user use, the new car replaces the safety configuration of the old model with more comfort configurations, and the configuration value presented is not high, which is even contrary to the "safety" that some users pay attention to. In addition, it is worth mentioning that the 2022 good cat will inevitably narrow in terms of cost performance compared with the same level of models under the addition of price increases and no more featured configurations.
Summary: BYD Dolphin and Euler Good Cat are the choices that consumers in the field of pure electric small cars cannot avoid. From the audience point of view, Euler good cat in the appearance, power unchanged, more emphasis on comfort and personalization, but still a good grasp of the refined female consumers to buy car demand. As for BYD Dolphin, although it is not as good as a good cat in terms of personalization and product belonging, in terms of cost performance, it is suitable for more consumers who "simply want to have a good scooter".
As an emerging brand that has risen rapidly in recent years, in addition to relying on good product quality, Euler has established a good position in the user's brand mentality. After all, under the demand for women's "net red", "refinement" and "personalized" car use, it is not difficult to understand why Euler dares to give up low-end models and dare to make configuration adjustments on the 2022 good cat. It can be said that when we are still studying whether the product is good or not, Euler is more studying what female consumers need, and this is the main reason why Euler, and even the Great Wall, have continuously launched explosive models in recent years.