Just like the light of Wuling, which is full of goods, with red wings LOGO shuttle through the streets and alleys, about understanding users and entering life, Wuling does have its own set of methodologies. But who ever thought that such a brand that "brings its own fireworks in the world" can also create the coolest portrait of the most trendy and put it on its most entry-level car, the Hongguang MINI EV.
Auto headlines learned from relevant channels that the Hongguang MINI EV 2022 annual model has been officially listed, this time a total of 8 models are provided, the price range is 34,800-50,600 yuan, at the same time, Hongguang MINIEV full range of models from 28,800 yuan, easy model in the maintenance of the original price of 28,800 yuan, and upgraded the personality tide Fan hub.
Looking back at the past, this double-door pure electric car with a length of less than 3 meters and a minimum price of not more than 30,000 yuan has dominated the domestic new energy sales list for more than a year, accumulating more than 600,000 users, and imitators are even more flocking to it, vowing to squeeze it out of the head, and the final result you can also see that the position of the "big brother of the list" is still not moving.
Perhaps it is the cute pet shape of "Square Head Square Brain" with its own powder-sucking characteristics, or perhaps the attitude of being close to the people makes it easier to stick closer to young people, Hongguang MINI EV from birth to become a popular IP, it is difficult not to wonder what this car relies on to catch young people, and can also laugh to the end after each "battle book".
Four words to summarize: co-creation and co-play. The fundamental reason for the sales code is to capture the needs of young people.
For example, you can always browse a large number of modified posts about Hongguang MINI EV on social platforms such as Xiaohongshu and Weibo, and the relevant statistics show that more than 70% of users will modify their cars. Take the Fan Tide Creation Ceremony held by Wuling in Shanghai as an example, when hundreds of users DIY's Hongguang MINI EV were gathered, including the war-lost version that pays tribute to "Mad Max" and the national tide version, which has both a cute "kawaii" style and a fresh and romantic style.
In other words, the Hongguang MINI EV has maintained "same frequency resonance" with the younger generation at the Level of Chaochuang.
At the official level, in addition to launching various modified versions, it is also in conjunction with fashion brands such as Heytea, Hema and Perfect Diary, using fashion genes and tide play fun, trying to continue to chase the direction of young trends at the marketing level. After all, the money for three iPhone 13 Pro Max can buy a good-looking, cheap, and highly playable car, and who doesn't want such a "small toy"?
Before the launch of the annual model, Hongguang MINIEV GAMEBOY opened a blind booking order for more than 3682 vehicles in 12 hours, and at the same time, 12 hours after the launch of the LING LAB platform, there were more than 10811 users competing to DIY their own exclusive large toys. As players from all walks of life have entered, shaping the trend out of the new LOOK, as if, Hongguang MINI EV borrowed "its own strength", which made the Wuling brand instantly foreign.
And this is also the height that the imitators have not been able to reach.
Looking at the annual revamped model launched this time, the more fashionable product portraits have further brought young people who are keen on Chaochuang closer, so that the label of social symbols is burned deeper. For example, regarding the art of "light", the Hongguang MINI EV 2022 annual model comes with its own luminous car logo, and the decorative symmetrical light strip on both sides of the luminous car logo of the macaron and sandwich model is once again in front of the competitors.
Like the personality of the fan hub with multi-hierarchical decorative cover, the new key with baking paint and dummy plating process, there is also a more accurate consideration of the needs of young people's detail texture, and it is found for young people to express independent personality, and these are standard for the whole series, adhering to the consistent excellent style of independent brands.
According to SAIC-GM-Wuling's strategic plan, the target of annual sales of one million new energy vehicles will be achieved in 2023. Looking back at 2021, SAIC-GM-Wuling has sold a total of 431,100 new energy vehicles, of which Hongguang MINIEV alone contributed more than 395,000 units, accounting for 92% of sales, an increase of 250.7% year-on-year.
It can be seen that from the beginning of defeating Tesla to reversing the stereotype of the Wuling brand, what runs through the whole process is the determination of Hongguang MINI EV to "install" the tone. Whether it is burning the target group from cute girls to straight men, or continuing to lower the cool portrait, Hongguang MINI EV has never given up running.