Fast mouth 丨 Wuling can really drive the big market of small cars? It is difficult to eat meat, and at most it is rubbing soup

Is this a good deal?

Photo: Ling Xiaofeng

Edit: Mei Mei

What we want to talk about today is a micro pure electric vehicle that is smaller than those small pure electric vehicles, and the price is generally within 50,000.

We know that to open this market segment, not very early into the game of Zhidou, Chery small ants, etc., but the later hit and popular Wuling Hongguang MINI EV, from the initial model performance, Wuling Hongguang MINI EV value is not online, full power endurance is short, the configuration is very crotch, quality control is also general, the only thing that is not complained about, may be the "groundbreaking" people-friendly price, but only by virtue of this, let Wuling Hongguang MINI EV create a new way to play a miniature pure electric vehicle, and directly "crown the king", Even to a certain extent, let the micro pure electric vehicle market "come back to life".

Under the "call" of Wuling Hongguang MINI EV, the domestic micro pure electric vehicle market has been eager to move, and many manufacturers have arranged or launched similar models, we do not say that Reading, Jimai (Lingbao), Yujie (punk), Xiaohu these transformation enterprises, is what we are familiar with those "Zhenger Bajing" car companies, such as Chery, Dongfeng Scenery, Changan, etc., have also been, or are ready to do a big job in this market. If Wuling Hongguang MINI EV has been so hot, it is expected that more new energy vehicle companies will "go down the road" in the future.

Wuling Hongguang MINI EV is really that good? Non also

If you only look at the performance of the Wuling Hongguang MINI EV car, this is exactly like the product that the Chinese brand just started, no matter from which point of view, it seems to be very different from the current automotive products that people are pursuing. But we have to admit that Wuling Hongguang MINI EV is to create a new energy vehicle sales legend, there are data show that Wuling Hongguang MINI EV in 2021 in the global new energy vehicle sales ranking has ranked third (the top two are Model 3, Model Y). As we say, "cheap is not a good product", but once the price breaks through the "bottom line", whether you are on a tight budget, or for the sake of the standard, or simply want to buy a city scooter for the user, this is not even the price of a brand-name bag, buy a Wuling Hongguang MINI EV, it has become a real fragrance option.

Not only that, adhering to the idea of "life is endless, tossing and turning", Wuling Hongguang MINI EV from the beginning of the "old age scooter" alternative, successfully reversed into a fashionable social toy, because the user circle of Wuling Hongguang MINI EV gradually moved closer to young people, after some simple "decoration" can become a "big toy", rather than "old man music", manufacturers seized this opportunity, in the previous launch of girls like the macaron series, and now will launch the boys like the GameBoy series Successfully promoted the desire to buy young consumers who love fashion and personality, choosing Wuling Hongguang MINI EV is like buying a "fashion item", which is also related to words such as "cheap". Recently, there are not many complaints about the price of GameBoy on the Internet, and even some netizens joked: "This car does not rise to 100,000, I will not buy!" ”

The above can be seen as the "routine" of Wuling Hongguang MINI EV, perhaps the manufacturer initially pushed this car, did not think of its explosive strength, but only from the cost and practical point of view, to "do the opposite" method in the micro pure electric vehicle market again to test the water, because before it, Baojun's E100, E200 two pure electric vehicles, and Chery Ant, although there are also certain sales, but far from reaching the level of "explosive", and consumers are also caught in " Pure electric vehicles the longer the endurance, the better" thinking circle, because considering the temperature, charging and other influencing factors, in the past, consumers on the range of 200 kilometers within the pure electric vehicle is "scornful" attitude, however, Wuling Hongguang MINI EV to the endurance of 120-170 kilometers of the target can cause a market sensation, which is not only a low-price effect, but also a factor contributing to the change of consumer concepts.

So, is Wuling Hongguang MINI EV the optimal solution for urban mobility? Perhaps not, because the car in addition to the first row of space barely justified, the second excludes the young children can ride, basically is to put down the existence of the trunk, practicality can not be said to be high; the author feels that like Baidu, Wenyuan Zhixing and other launched unmanned buses, if you can make a lot of effort in body size, space design, enhance practicality, maintain low prices, do not seek long battery life, maybe you can counterattack Wuling Hongguang MINI EV.

Catching up with the trend, is the market space for micro pure electric vehicles really large?

The pursuit of profit is the nature of capital. For automobile manufacturers, the discovery of the "new continent" of the market segment, the first reaction is to catch up, so it is not difficult to understand the emergence of Chery QQ ice cream, Dongfeng Fengguang MINI EV and Changan LUMIN (glutinous corn). For such micro-pure electric vehicles, many people may not be out of rigid demand, but can achieve short-distance transportation or expediency in the city at a lower cost. In a sense, this kind of car is born for urban travel, and the response scene is to pick up and drop off children to school/school, commute to work, shop for groceries, and at most go to attractions outside the city on weekends, the travel radius is basically within 50 kilometers, counting on more uses, obviously "strength" does not allow.

Therefore, low price has become one of the core advantages of such micro pure electric vehicles, once this advantage is lost, then its market space will also shrink. However, although consumers are not rejected and manufacturers are also vigorously promoting, in the face of uncontrollable factors such as chip shortages and raw material price increases, whether such micro pure electric vehicles, which have very low profits, can continue to survive is a question mark. Previously, some people even said that the micro pure electric vehicle such as wuling hongguang MINI EV itself does not make money, and the only value of its existence is to obtain positive points and then make money by selling points, however, when this means is widely used, especially in the case of the value of the points being greatly reduced, the actual meaning of its existence is not so important.

Write at the end

If you look at it from a market point of view, a low-cost micro-pure electric vehicle such as the Wuling Hongguang MINI EV can be said to be a product that compromises with the market. If it wants to continue to sell hot, it can only create topics in outer packaging and marketing promotion to cover up the essence of "small space + low endurance + only slow charging". With the introduction of similar products and policy changes by a number of car companies, there are still many variables in the future micro pure electric vehicle market, and whether it can be adhered to will test the wisdom and strength of the car manufacturers behind it. As the saying goes: existence is reasonable. How far the micro-pure electric vehicle will go, we still need to wait and see.