After Geely joined hands with Daimler, the first car that the two sides really built together finally came. In the early morning of April 8, Beijing time, Daimler released smart genie #1 in Germany, positioning a pure electric small SUV, designed by Mercedes-Benz, manufactured by Geely, and built based on Geely's vast SEA architecture. Smart Genie #1 will be put into production in China, and the first batch of cars is expected to be officially delivered in December 2022. The price geometry of the new car is currently unknown, considering the positioning of "new luxury pure electricity", it should not be related to the cost performance.
One thing is for sure, though, the Smart Genie #1 will be Mercedes-Benz's entry-level electric car. And from the available information, Mercedes-Benz wants to rely on it to please The Z generation. So the question is, can smart genie #1 win the favor of Gen Z?
Smart Genie #1, from the inside out reveals a youthful form: using a new naming method of the non-Mercedes-Benz system, breaking the barrier and closing the distance with Generation Z, "#" is the opening topic symbol on social media; retaining smart elements such as short front and rear overhangs, circular steering wheel and circular design of the edge of the center console, while enabling a new design language, two-color roof, through-through headlights and simple door panels, etc., to create a cute and flexible visual experience.
The interior retains a large number of concept car elements, such as a simple and retro steering wheel, a 9.2-inch slender LCD instrument and a 12.8-inch floating LCD screen, etc., presenting a sense of intelligent technology that is different from traditional Mercedes-Benz cars. The "smart universe" intelligent human-computer interaction system can not only realize rich voice entertainment functions, but also freely delete modules according to the owner's preferences to achieve maximum freedom of personalized operation. It is worth mentioning that the designer of smart also made a geometric fox as a voice interaction assistant - elf assistant Avatar.
In order to capture the hearts of Generation Z, Smart Genie #1 chose beats that are more recognized among young people, and also created peripheral products such as co-branded headphones. After the smart is domestically produced, it will also add the classic Three-pronged Star logo of Mercedes-Benz on the side of the body to increase brand recognition. In addition, the official released a promotional video featuring 4 children, "Tomorrow" is the core keyword of the content, showing the concept of "your tomorrow, not defined".
In terms of product strength, smart genie #1 has completed the transformation of youth, but does this mean that Gen Z will pay for a car? The existing fuel version of smart, the main model sales price of 100,000 yuan - 200,000 yuan. Smart Genie #1 is a four-door four-seat version, equipped with a ternary lithium battery with a capacity of 66kWh, and the WLTP working range is about 420km. Considering the brand, positioning and quality, the sales price of new cars will most likely not be less than 200,000 yuan. Will Gen Z spend more than $200,000 on Smart Genie #1?
The Daily Economic News did a questionnaire survey to analyze the consumption tendencies and characteristics of new energy vehicles in Generation Z. More than 70% of all Gen Z respondents are willing to buy new energy vehicles, and consumers who already have a car are more willing. In terms of power mode selection, nearly 70% of consumers are more inclined to plug-in hybrid models (including range extenders). In terms of model selection, nearly 50% of consumers like SUVs, and nearly 30% want cars. In addition, Generation Z has a high degree of recognition of subsidy decline, and 41.8% of consumers believe that there is no impact or lesser impact.
According to the survey results, mileage, safety and reliability, price and intelligent technology configuration are the five major factors that Gen Z respondents give priority to when buying new energy vehicles. Specific to the mileage, nearly 60% of the respondents hope that it is greater than 500km. Looking at the purchase price of the car, the highest proportion is the price range of 150,000 to 200,000 yuan. In terms of brand selection, affected by factors such as the national tide, Generation Z prefers independent mainstream brands and new car-making forces, and Ashkenazi brands only rank third.
Judging from the above information, the prospect of smart genie #1 is not optimistic: pure electric power system, endurance is only about 420km, it is difficult to dispel mileage anxiety; small SUV body, safety visual performance discount; sales price may exceed 200,000 yuan, exceeding most people's car purchase budget; driven by the national tide, Mercedes-Benz brand influence is reduced. However, the smart brand itself does not focus on the mainstream market. According to the official interpretation, its target groups are hip-hop avant-garde groups and urban young families.
Smart Genie #1, can you catch a part of Gen Z?
In the information age, Generation Z is more rational in the face of consumption, and when buying a car, it will look at evaluation and word of mouth, and compare goods according to the budget. At the same time, Gen Z consumers are in a state of sensuality. Although the car is still an important means of transportation, it is also a carrier of multiple identities and emotional appeals for Generation Z. Cars are further recognized for their attributes such as space extension and trend highlighting. That is to say, brands can have emotional resonance with consumers at one or two points, so they are very likely to pay for a car. Of course, the premise is that the product is strong.
Therefore, if smart genie #1 wants to have a good future, it depends on whether it can grasp the emotional mind of the target user under the wave of the new energy era.