Now car companies do not tinker with two new energy models, it seems to be derailed from the entire era. Those who play well have already built layers of walls in the field of new energy, and those who enter the game a little later are also seizing the time to lay out the whole line and seize the market dividend. Only FAW Hongqi gives people a feeling of "not rushing and not being impatient", and its new energy models are particularly Buddhist in the market. Of the two new energy SUVs currently on sale, the E-HS3 has never appeared in the mainstream market since its launch in 2019. The significance of the existence of the flagship model E-HS9 is more to support the brand's high-end luxury image, and the number of sales is secondary.
The protagonist we want to talk about today, E-QM5, although it bears the title of Hongqi's first pure electric car on its head, and last year also won a CCPC electric car group annual comprehensive champion award, but it is still very strange in the eyes of consumers. In addition to its dismal sales performance, this is also because it is a model launched for the high-end online car market, only docking the travel platform, taking the high-end business route, and not selling individuals.
Unfortunately, the listing of the E-QM5 is catching up with the decline in the B-end travel market, and the low-end models are still surviving, not to mention the high-end models with a price of up to 239,800 yuan. Whether it is not timely or not, the brand products can not afford to support the high price, E-QM5 is not willing to die in obscurity, it decided to "cross-border" from the online car to the private car field, seeking a glimmer of life.
As the old saying goes, trees move dead people and minds move, and it is indeed possible that E-QM5 will undergo new changes. But the question is whether this change can be recognized by the market or consumers, which is another matter.
First of all, the identity of its online ride-hailing car is a barrier that shackles the psychology of consumers, and it is also an obstacle that E-QM5 must overcome after entering the C-end market. Although it has only been more than half a year since the delivery of the vehicle, the brand of B-end travel on its body has long been well known, and it is obvious that a lot of preparation has to be done to let consumers buy models labeled with online ride-hailing. After all, no one wants to spend more than 200,000 yuan to buy a car, and driving out is ridiculed by people to run Didi. In order to allow consumers to psychologically alleviate the resistance to E-QM5, the brand influence of Hongqi alone is obviously not enough, and can only make a fuss about the product strength and pricing of E-QM5.
But seriously, the unique design of E-QM5 is estimated to have to dissuade many consumers. I don't know if it is a personal aesthetic problem, this product designed by former Rolls-Royce designer Taylor, whether it is full of magic similar to the "venom" front face shape, or an extra piece of rear window line outline, gives people a very fascinating feeling, like to create a unique sense of luxury but accidentally made into "four unlike".
The interior design of the car also does not make people shine, taking a simple and generous style, more conventional, without too many fancy embellishments. However, as a model customized for the travel market, the space and comfort of the rear are still guaranteed. As for the configuration and power, it is estimated that with the entry into the C-end market, there may be a major adjustment, after all, the output of the current 136 horsepower and the endurance performance of 431km are not dominant in the market.
If there is no drastic adjustment, the upper limit of E-QM5's future development should not be high, not only because of the impact of its online car status, as well as decent product performance, but also because the 20-25 million yuan price range is the most fierce battlefield for the current competition for electric vehicle models, Xiaopeng P7, BYD Han EV and other boutique models, whether in brand endorsement, product characteristics, or sales performance and market recognition, are currently lacking in E-QM5.
From the B-end to the C-end, from the online car to the private car, the "cross-border" of the Hongqi E-QM5, in fact, rests on the high-end electric market that is already very "volumeary", and does not have obvious advantages in terms of brand power and core technology. If you want consumers to favor E-QM5 among many competitors, the difficulty can be imagined.
*Some of the pictures come from the Internet, if there is infringement, please contact to delete