You're talking about GAMEBOY being a game console, I'm talking about the Macromitsu MINI EV.
Author: Wu Jingtao
If you evaluate a car by sales performance like an athlete, then the Wuling Hongguang MINI EV is definitely a "Grand Slam" model. Since its listing, it has been the champion of sales in the same class for 21 consecutive months, the first place in global new energy vehicle sales five times, the highest sales volume in a single month exceeded 55,000 units, and the total sales volume is about to exceed 600,000 units. It can be said that the macro MINI EV is a phenomenon-level model in the Chinese auto market.
But the inner volume is always endless, even since its launch, MINI EV sales are like Bolt on the 100-meter track, riding in the dust. But Wuling did not have the slightest intention of slowing down and giving the opponent some opportunities to catch up. In April last year, Wuling launched a macaron series for female consumers, positioning the model and subdividing it by consumer gender.
The macaron version has been "finely decorated" in terms of body color, headlight shape, interior color matching, etc. Although the price increased by about 5,000 yuan, due to the obvious visual difference from the regular version, the macaron series quickly became popular, and at one point accounted for 80% of the total sales of MINI EV.
Wuling, which has always been sensitive to the market smell, will naturally take advantage of the chase, and this time they launched the GAMEBOY series for male consumers, trying to achieve a "feat" of unisex eating with a model.
01
Why GAMEBOY?
Nameboy for the new series, I have to sigh again at the sharpness of Wuling's sense of touch and smell. Because when it comes to GAMEBOY, the first thing that comes to mind is definitely the Nintendo console.
This game console, which was born in the late 1980s, and its successor models, are the childhood memories of many post-90s and post-00s generations. Wuling cleverly used the name GAMEBOY to connect the model with the memory of the target consumer group.
At the same time, based on this GAMEBOY name, Wuling got an excellent opportunity to "borrow the topic" and launched it in one go: interstellar roaming, party sweetheart, jungle crossing, hurricane phantom, four official themes for consumers to choose.
You can spend 9.9 yuan to participate in blind booking through the official WeChat Mini Program and the official flagship store of Tmall/Jingdong. And provide 4 major items, a total of 13 small items of vehicle appearance personalized customization, as always close to consumer needs.
02
What's the difference?
Compared with the two versions of the MINI EV launched earlier, how the GAMEBOY real car is different has always been a very curious question for us. After learning that there was a real car arriving at the store, we decided to go and find out.
In terms of appearance, GAMEBOY's body size has been improved compared to the old model. The length of the car exceeded 3 meters to reach 3061mm, and the width of the car also exceeded 1.5 meters, reaching 1520mm. The final effect, the GAMEBOY series compared to the basic version and macaron version, the visual perception will be half a yard larger.
In the front part, the biggest difference between GAMEBOY and the previous version is the use of a penetrating grating front face and a newly designed headlight group, and on the play coffee version model, it will be equipped with LED headlights for the first time. Illuminated car logo with LED headlights, I believe that at night the recognition and lighting effect, will be greatly improved.
A set of sporty brackets has been added to the lower part of the front bumper, and the trims in the brackets and side skirts are available in 7 colors for personalisation.
The body side adopts a suspended roof design, and the roof is also equipped with a hollow hexagonal luggage rack, which can be equipped with an optional roof trunk, which enriches our imagination space for gameboy use scenarios.
The exclusive logo of the GAMEBOY model of the C-pillar is the finishing touch on the entire body side. And looking closely at this logo, is there a sense of déjà vu? Using well-known elements for re-creation, Wuling is undoubtedly an experienced veteran.
The most conspicuous change in the rear of the car is the X-shaped design of the taillights that echoes the headlights. The rear insurance is still decorated with a sports surround and embellished with optional trim strips available in 7 colors.
In terms of interior, the GAMEBOY model has made great adjustments on the basis of the original model. According to the theme of the model, the interior will be decorated in four colors, red, yellow, orange and blue, for everyone to choose.
One of the most eye-catching changes is that the steering wheel adopts a two-frame design that simulates the game console controller, the overall shape is more rounded and exquisite, with the decoration of the model theme color, the visual texture of the entire steering wheel, which has been greatly improved compared to the previous version, and the GAMEBOY version will be equipped with a driver's seat airbag as standard.
The difference between the center console and the previous version is mainly that the air outlet shape has become more straight, and the visual perception of the entire center console is more concise.
The driver's seat took pains to add a cup holder in front of the air outlet, put the drink in the cup holder in the hot summer, use the air conditioning in the car to cool, and drink cold drinks to relieve the heat in the car.
The driving mode selection button was incorporated into the white panel area, and the driving mode was increased to 3: Economy, Standard and Sport.
The seat is another key upgrade in the car, the GAMEBOY model changed the previous conventional seat style, and boldly adopted the esports bucket chair design related to the GAMEBOY element.
Although there is no essential improvement in the wrapping of the actual ride, on the visual level, it has added a lot of themed video game elements to the carriage, enhancing the "tide play" atmosphere of the GAMEBOY model.
Not only has the exterior interior been redesigned, but the powertrain of the GAMEBOY model has also been qualitatively improved compared to the old model. According to the information previously disclosed, the GAMEBOY version of the model will provide CLTC endurance of 200 and 300 km of two versions of the model, the corresponding battery capacity of 17.3kWh and 26.5kWh, compared to the old model of 120 and 170 km of endurance, the new model has a significant improvement. The charging time is 5.5-8.5 hours, and the current model still does not provide a fast charge.
The power of the motor has also been increased from the original 20 kW (27Ps) to 30 kW (41 Ps), and the maximum torque has been increased from 85 N·m to 110 N·m. Since this is a static shooting, after the battery capacity and motor performance are improved, how much experience improvement at the driving level can only be left for later sharing.
03
Positioning and pricing
As mentioned at the beginning, the GAMEBOY series is a model launched by MINI EV for male consumers based on the success of the Macaron series. With blindness
The number of orders exceeded 25,000 units, and rumors of the price of the models were endless. According to online sales, the price of the GAMEBOY series will be between 60,000 and 75,000. The price of the 300-kilometer endurance version may be as high as 73,800, which is enough to buy two low-end ordinary models. Compared with the 5,000 yuan increase of the macaron version, the price increase of GAMEBOY is quite large.
But it should be clear that the macaron series has only been upgraded at the configuration level. The GAMEBOY series has been comprehensively improved in terms of design style, body size and power system. Especially in the power system, the battery capacity and motor power have been greatly improved, which will certainly involve a lot of cost increases. If the naming method is popular on the Internet, the GAMEBOY version should be called MINI EV PLUS more appropriately.
From the basic version of the MINI EV to the "hardcover version" of the macaron series, and then to the larger size and stronger power of the GAMEBOY, it is not difficult to see that Wuling has gradually laid out the high, medium and low three-level models in the product line of the MINI EV, and the style orientation of men and women. On the macaron version, this strategy for further segmentation of the product line was successful. But when consumers are faced with a 60,000-70,000 MINI EV, it is very challenging for them to recognize the inherent value of the MINI EV model.
The GAMEBOY series will be officially launched on April 8, do you think the GAMEBOY series can replicate the success of the macaron version? Wuling wants to use a model to achieve the goal of "unisex all-you-can-eat", and can it be achieved? Everyone is welcome to leave a message in the comment area to discuss.
Today's topic
6-7 million MINI EV will you still be impressed?
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