With the advent of the wave of electrification, the advantages of fuel vehicles of traditional car companies are being impacted by new energy vehicles represented by new forces at home and abroad. From January to February this year, the total penetration rate of the mainland new energy vehicle market reached 17.9%, a record high.
Traditional car companies in line with the "since can not change the world, then change themselves" development ideas to launch the electrification transformation strategy, have announced that they will achieve full electrification before 20XX, and then launch pure electric brands or pure electric series.
Participants are becoming more and more abundant and can benefit the new energy industry chain and users, and the "localization proposition" has returned to the thinking scope of foreign and joint venture brands regularly, and a war to occupy the minds of users has begun. Is it more stylistic to be family," is the combination of letters and numbers more stylish, or is enabling Chinese name to enhance the user's impression? Proper marketing plus good memorization is still key.
This year, it is regarded by many joint venture brands as an inflection point to promote the landing of electrification. In the future, there will also be pure electric new vehicles under the Nissan and Stellantis Groups entering the Chinese market.
In China's new energy market, the Localization named Honda e:N is differentiated into Guangqi Honda e:NP (polar turbulence) and Dongfeng Honda e:NS, Volkswagen ID. Suffixes use X and CROZZ to distinguish the north and south Volkswagen, and the modern IONIQ Chinese named Ani Kr. BMW BMWi, Mercedes-Benz EQ, Audi e-tron, toyota bZ choose to keep the original naming method.
On March 29, Guangqi Honda released a new electric brand Ji Pan (e:NP), and the first product e: NP1 was named Ji Pan 1, completing the basic tone of Honda's electrification transformation strategy in China: Guangqi Honda and Dongfeng Honda promoted the listing progress of the first electrification products e: NP1 and e: NS1 respectively promoted the listing progress of the first electrified products e: NP1 and e: NS1 in China with a dual brand route.
The "e" in the name e:NP contains the meaning of "energize power" and "electric power", "N" has the meaning of "New New" and "Next evolution", and "P" is "Prime Pole", which means the "exciting driving pleasure" brought by the car, and conveys the brand attitude of creating the ultimate pure electric value for users.
Both sides used the Arabic numeral 1 as the first product name, but Dongfeng Honda did not start a localization Chinese name when it first announced e:NS1 last year, and the follow-up action is worth looking forward to.
At the same time, Volkswagen's ID. series represents a brand image that is different from the Volkswagen brand and the past, and as a whole, it breaks through the inherent design of the past. At present, the naming of SAIC Volkswagen ID.3, ID.4 X, ID.6 X, FAW-Volkswagen ID.4 CROZZ, ID.6 CROZZ and other models that are currently listed in China has also "abandoned" the Chinese naming system of "Hui, Ang, teng", and distinguished by the letters + numbers that luxury brands love to use.
Hyundai also finalized the Chinese name of the pure electric brand IONIQ as an AiniKr as early as 2020, and the name of the brand's models will be named in the form of a combination of "IONIQ" and "numbers" representing the vehicle class. However, since the first product, IONIQ5, has not yet been listed in China, the voice of the brand has become weaker and weaker under the marketing offensive of many brands.
On the other hand, the name of Ji Pan is the same as that of several other friends such as Ji Fox, Ji Kr, Ji Du and other brand first words, which is convenient for users to quickly evoke brand memory. Although each brand has a different interpretation of brand naming, homogeneous naming can easily interfere with consumers' understanding of new brands.
In addition to the localization of the name, BMW's BMWi, Mercedes-Benz EQ, Audi's e-tron family and Toyota bZ series are based on the existing naming system, strengthening the logo of pure electric brands.
At present, the SAIC Audi Q5 e-tron, FAW-Volkswagen Audi e-tron, Q2L e-tron, etc. currently sold in the domestic market are distinguished by e-tron suffixes and conventional products, and BMW and Mercedes-Benz are prefixed with "i" and "EQ" prefixes in front of the product name to show differences, such as BMW i4, BMW iX, Mercedes-Benz EQA, EQB, etc. No matter how it changes, BBA has always followed the family naming method and never adopted local naming.
For domestic users, BMW's BMWi, Mercedes-Benz's EQ, and Audi's e-tron family are the earlier and more familiar pure electric product series. Coupled with years of marketing and promotion of conventional products, the user's acceptance of the three brands has been basically fixed.
Compared with BBA, Toyota bZ entered the domestic market late, and chose to operate in a non-brand way, and whether to adopt a localization name in the follow-up is still in suspense.
Recently, FAW Toyota held a Beyond Zero bZ4X pure tasting tour, showing Toyota's new understanding of electrification. The "bZ" of Toyota's exclusive series of pure electric vehicles means "beyond Zero", Chinese translated as "different freedom", aiming to create value beyond zero emissions. Among them, "4" represents the model size and "X" represents the body type.
The bZ series adheres to the core of "people-oriented", and the bZ pure electric exclusive series supports the brand value with the four core values of "people and people", "people and cars", "people and society" and "people and nature".
At the same time, GAC Toyota has not yet promoted the relevant marketing process of bZ4X, perhaps it is gac toyota that is holding back a big move and does not know whether it can bring more surprises to consumers. In addition, how to avoid the deviation of regional dialects and learn from the experience of "Aolan" renamed "Asiatic Lion" also tests the wisdom of both brands in operation.
In the face of the growing new energy market, a variety of new energy models seem to have brought consumers back to the era of passionate consumption of fuel vehicles. But with the development of intelligence and electrification, the upstream discourse power is increasing, the user group is also changing, and the traditional car companies are competing with the new forces not only in terms of product strength, but also how to make users think that a product has multiple values beyond the imposition of brands and product concepts.