Last week I test-drove the Landu FREE in Wuhan, which was my third women-themed test drive in March.
Compared with the first two fuel vehicles, Lantu is more unfamiliar to me and the majority of female friends. From this, I was also thinking about a question:
How should female consumers choose electric vehicles?
This issue is not touched upon in the video, and today's text rights are used as a summary of my thinking after the test drive. The video can still be seen, after all, in this a bit of a disturbing spring, the nature-themed long-distance test drive can still bring us some relaxation and the strength to draw in nature.
In the process of opening the FREE, I have been thinking: for women, how will they choose when choosing electric vehicles?
First of all, I think it is the awareness of the brand. Completely newly created brands will be more difficult for women to accept than men, but women are actually more likely to be attracted to "stories" than men, which is why many beauty and cosmetics and skin care brands that have told good stories in recent years are actually very good at eating female users.
The second is where it is visible, whether the car is doing well enough.
Women do not study parameters, and the concept of performance indicators is not as practical as the experience in hand. But if it looks like the design and details are loose, even if the materials are good, it is difficult to conquer women's hearts.
My girlfriend "killed and didn't buy" Highlander because she said that after opening the rear door, she "saw that the skin on the surface of the seat was loose and crumbling, and the overall feeling was not at all high-end." The pursuit of details and visual cleanliness, the pursuit of the warmth of the sense of atmosphere, women care more about the "feeling" conveyed from the vision.
Then there is the functional aspect, women will have more requirements for "ritual" than men.
For example, I like to watch brands release new cars with "lamps showing the lights", as well as the use of floor lights, and even the timbre of the tone (some of which are really not careful and textureless).
What is the sense of ceremony? In the French fairy tale "The Little Prince", it is said that the sense of ceremony is to make a certain day different from other days, to make a certain moment different from other moments. It comes down to the car, which means "this moment that makes me get along with the car is different from other moments."
Especially for an electric car that has subverted the previous experience of use, the more different these are, the more intuitive the experience (don't hide too deeply, be easy to detect), which is the point that will strengthen women's good feelings.
As for the appearance, I've always felt that it's a matter of opinion. For example, I have always disliked Tesla's design style, and even if I don't like those overly simple appearances, I will think that they are "dull", but it does not hinder my evaluation of their quality itself. And I'm also well aware that my preferences have nothing to do with others, so I rarely "help" others make judgments on the outside.
But all I want to say is that the appearance is very, very important.
Because the days are very plain, both men and women, we always need to be pleasing to the eye when we are together, and there is some kind of indescribable heartbeat at the moment of meeting again in the parking lot.
I've also always believed that if a company doesn't even want to spend a lot of effort on the appearance of the design, then it is difficult for me to believe that his product will be very careful - like an important appointment, the other party's face does not wash and brush is not a "personality", but he does not value meeting you.
The above are some of my personal reflections on women's concerns, among them, I think it is very important that in the face of women, marketing needs more stories and participation, and what is needed is face-to-face storytelling, rather than condescending "finger-pointing preaching".
So when it comes down to The Landu FREE, is it an electric car that impresses women? I think it does have a lot of highlights on it, and the ones that impress me the most are:
The sky canopy that can adjust the transmittance without any measure, this electronically controlled dimming glass is very expensive (because I have it in my office), it is not a simple "opening and closing" (in fact, this skylight cannot be opened), but in the process of light transmittance change, the visual soft change makes me feel that the daily action of "shading" seems very ritualistic.
The other is the chassis lift - this function is not unique to Landu FREE, nor is it my first attempt, but when it is lifted, the entire dashboard will be visibly raised and lowered, this detail not only makes the field of vision have obvious changes based on safe driving, but also makes the action of "adjusting the height of the chassis" feelable and visible.
Obviously, these need to be experienced or even driven in person to perceive. And how to let female users experience this step? How does Landu FREE occupy the minds of female users in the simplest path of a dazzling electric car? This is the next problem that Landu FREE needs to solve.
For me, I'm more interested in the dreamer of The Next Model of Lando. After all, for an MPV, there are too many ritual details that can be tucked in, and for MPV with strong family attributes, female passengers have an absolute say.
But at least from Lando FREE, I saw a good start.
Wen | Zhao Xiaocha
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