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Today's competitive analysis, let's take a look at this roewe's new micro pure electric vehicle - Clavi CLEAR Yuanqi version.
In 2021, China's development speed in the new energy vehicle market is far beyond our imagination. According to the market data released by the Association of Automobile Manufacturers, the retail penetration rate of new energy manufacturers in new energy from January to December last year reached 14.8%, which was significantly improved compared with the 5.8% penetration rate in 2020.
In this fast-growing new energy market, micro-pure electric vehicles have become a key driving factor. Taking last year's pure electric car sales ranking as a list, in the top fifteen, A0 and A00 class models occupy most of the places. It can be seen that although the micro pure electric vehicle is only a transitional product between fuel and pure electricity, it is still the choice of many consumers under the characteristics of low price and outstanding flexibility.
Recently, in order to further enhance its market competitiveness in the field of micro-electric vehicles, Roewe has made more personalized model supplements for its micro-pure electric vehicles, Clavi CLEAR.
So what kind of product performance will this Roewe Kelaiwei CLEAR Yuanqi version, which costs 59,990 yuan, have?
Roewe Cleve CLUB Yuanqi version, it is not difficult to find through the name, the new car focuses on emphasizing the "cute" attribute.
In terms of appearance, in the case of no significant adjustment of the design of the whole vehicle, Clavi CLEAR mainly adds the "Huang Zhizhi" body color, which is obviously a good grasp of women's preferences for color.
As another major upgrade of the ClaviCLEL Yuanqi version, the new car in addition to the higher safety of lithium iron phosphate batteries, the cruising range also has a slight increase of 9Km. However, it should be noted that the new car has a slightly 4kW output power compared to the previous model.
As the only model of the 2022 Roewe Clear, the Yuanqi Version is consistent with the previous four-seat super version in terms of interior design, storage compartment and configuration.
So at present, in the context of the market where there is no shortage of strong competitors for micro-pure electric vehicles, can the Roewe Kelaiwei Yuanqi Version further expand its market share?
Today we will compare the ClaviCLEVER 2022 311km Yuanqi Edition with the Baojun KiWi 2021 Designer Lithium Iron Phosphate to see which one is more suitable for consumers who want to take into account the needs of personalization and short-distance transportation.
In terms of brand, although Roewe has higher market awareness and brand tone than Baojun, thanks to Baojun's rich market experience in the field of micro-electric vehicles and earlier first-mover advantages, it has also become the choice of many consumers.
Specific to the price part, it is not difficult to find through observation that When facing a number of competitors such as Baojun KiWi EV, Hongguang MINI EV and Chery QQ Ice Cream, The price is positioned between the Hongguang MINI EV and the Baojun KiWi EV, which is obviously to obtain a more accurate market positioning by occupying the market price gap. From the current price given by the two cars, Roewe Kelaiwei CLEAR is indeed more tempting.
The core competitiveness of endurance micro-electric vehicles. Under the use of larger battery packs, the Power and Torque of the Vehicle are 7kW and 50N·m more than that of Clavi CLEAR, respectively. In contrast, Clavi CLEAR has a slight advantage of 6Km in terms of cruising range, and it is worth mentioning that the CTLC measurement method used by CLAVI CLEAR is more in line with China's complex peak travel conditions.
In the space part, from the perspective of the wheelbase of the two vehicles, the internal space of Clavi CLEAR is basically at a similar level compared to Baojun KiWi, of which the body length of Clavi CLEAR is 246mm more than that of Baojun KiWi EV, while Baojun KiWi has more advantages in width, height and wheelbase.
Of course, for consumers who choose to buy Clavi CLEAR and Baojun KiWi EV, there is a high probability that there will not be much pursuit of such model space, and it is more based on daily transportation.
Implemented to the configuration part, Clavi CLEAR keyless start, rearview mirror electric adjustment, steering wheel position adjustment and other functions of the equipping, pay more attention to the driver's convenience of the car. Under the positioning of Baojun KiWi EV, under the positioning of technology cars, some young consumers prefer language recognition, car networking and OTA upgrade functions.
In addition, for Roewe Kelaiwei CLEAR, after the optional addition of the central LCD touch screen, the mobile phone Interconnection, reversing image, satellite navigation and other functions can also meet the needs of young consumers for intelligent cars. More importantly, in terms of price, compared with Baojun KiWi EV, it can also maintain a good advantage.
Judging from the performance of the 2022 Roewe Clover COOLER Yuanqi version of the product, it is not so much an upgrade of the product as an adjustment of the product power and configuration. Compared with the 2021 model, the battery pack is adjusted from ternary lithium to lithium iron phosphate; the maximum power is adjusted from 37kW to 34kW; and in the case of the configuration and the 2021 four-seat super version, the price has increased by 10,000 yuan, which for some consumers, Roewe has raised the price in the name of the new car, and it is indeed not as good as directly announcing that "the price rise caused by the rise in raw materials" is really sincere.
In addition, the 2022 Roewe Brilliant CLEVER Yuanqi Edition, in the case of only one model in the whole series, can provide consumers with a small optional space.
Summary: Roewe Clear and Baojun KiWi EV are mainstream models in the field of micro-electric vehicles. Clavi CLEAR's excellent mileage performance is more suitable for consumers who want to balance brand power and mileage, and as mentioned above, Clavi CLEAR can hold "consumers who are hovering between scooter mini cars and boutique mini cars" under the smart market pricing.
As for Baojun KiWi EV, under the label of "high personality, boutique and intelligence", it mainly aims to meet the car needs of highly personalized young consumers.
It must be admitted that with the continuous innovation of Roewe Automobile's own brand in recent years, it has indeed shown an upward attitude in the market, and in the past year, it has achieved an 8% year-on-year increase in sales. This is not only due to the improvement of brand product quality, but more importantly, Roewe has become more and more aware of the main rhythm of the market, and this also explains why Clavi CLEAR can accurately target the market blank, achieve a surge in sales in 2021, and become a pig that can fly on the wind.