Last week, the data of 519 vehicles in the first month of the launch of the Weipai Mocha DHT-PHEV made many people think that the Mocha DHT-PHEV was unfavorable.
However, in Che Wenyi's view, the sales volume of Mocha DHT-PHEV is not important, but what is important and critical is what kind of customers Mocha DHT-PHEV attracts. In other words, which users chose Mocha DHT-PHEV for 300,000 yuan.
In fact, since the mocha DHT-PHEV was listed and sold at a price of 295,000-315,000 yuan, the voice of doubt about mocha DHT-PHEV has never stopped. It was not until the recent announcement of a price of 319,800 yuan for a sedan model with similar technology that the "seemingly unpriced" MOCHA DHT-PHEV was able to "settle the injustice".
Talking about price outside the market and talking about sales without price are hooligans. After the mocha DHT-PHEV announced sales, the view of decline was basically the same, and the order for the plug-in hybrid model of the 100 km+ was several thousand in a few hours, and the three-digit sales of the Mocha DHT-PHEV seemed to be somewhat "crotch".
But we need to clearly see that the price difference between friendly products is very large, the entry products and top products exceed 100,000 yuan, and there are as many as five models, that is to say, the entry model of 200,000 yuan + is completely the mainstream price band of popular consumption, the main competitor is the mid-level car of the joint venture brand, and the main significance of the top model of more than 310,000 yuan is the technical display and product image marketing.
Mocha DHT-PHEV is completely different, it has only two models, 295,000 yuan and 315,000 yuan, in the positioning of the 300,000 yuan market products. In this way, the direct competitor of Mocha DHT-PHEV is completely into the "zone" of luxury brand mid-size cars.
Although the price of the top model of the Mocha DHT-PHEV and the Youshang plug-in hybrid sedan tends to be the same, in essence, the product positioning and market positioning of the two cars are completely different - this difference is not only the difference between suVs and cars, but the difference between competing joint venture brands and competing luxury brands.
With that said, let's share an interesting statistic.
In the joint venture brand camp, Toyota and Honda are two that have performed very well. But in March, the Toyota Veranda of plug-in hybrid and Honda Haoying of plug-in hybrid sold more than 400 vehicles. The reason for this result is nothing more than two reasons, either consumers are "grumpy" about the pure electric mileage within 100 kilometers (Haoying pure electric range of 85 kilometers, Veranda 95 kilometers), or feel that the price of the two car terminals above 240,000 yuan is not cost-effective.
But some people will also say that the mileage is not a problem, pure electric 51 km of Chinese brand plug-in hybrid SUV sales are very good, plus pure electric 110 km endurance version sales have entered the top three SUV sales. Yes, but we also need to be clear that the sales of this model are high depending on the price advantage of only being more expensive than the same level of fuel vehicles, and its main sales of 150,000-170,000 yuan account for more than 90%.
Plug-in hybrid models, as long as they meet the standard of giving a green card and exemption from purchase tax, only the price restricts the sales of a model.
If the plug-in hybrid Veranda and Haoying put the price into the 200,000 yuan range, then sales will also soar. Did Toyota and Honda not know that this could lead to a significant increase in sales? Of course, I know, but Toyota and Honda may think that the long-term "brand" is more important than the short-term price to win market sales.
Toshihiro Mibe, the new president of Honda in 2021, is facing the electrification of the global automotive industry and aims to achieve 100% of Honda's global EV and FCV vehicle sales by 2040. He said that "we want to set higher targets and challenge realistically" and that Honda will further strengthen its investment in electrification projects, regardless of how sales revenue fluctuates.
The sales-only theory is not wrong, but it does not apply to every car brand. In other words, the sales theory only applies to certain stages of a brand's development.
As early as 2,000 years ago, the originator of the Warring States period, OniGuzi, proposed that "due to the rationalization of the reverse change, the ingenuity is invisible", and sometimes even "to lose as a benefit, to detour as straight".
Similarly, Weipai naturally understands that the Mocha DHT-PHEV pure electric endurance is reduced, and the NOH smart pilot auxiliary driving part function becomes an optional package, the price will naturally be reduced, and it is much easier to lock competitors into joint venture brands - both to win good-looking sales, and the competitive pressure is also smaller.
Those who want to be easy are many, and those who are difficult are few. The reason why Weipai is "upward" against the trend is simple, based on a long-term brand strategy based on technology: only with differentiated and leading technology can we build a more "wide" moat for the brand.
In the incremental market, sales volume and market share are the only indicators to measure brand power, and entering the stock market, the price of bicycles and user satisfaction and sales volume seem to be the factors that brand power should cover.
More than a month ago, when Mocha DHT-PHEV was listed, Weipai CEO Li Ruifeng made it clear in an interview that "more than 300,000 (products) will occupy a large proportion of Weipai in the future."
In addition, he also expressed his views on the sales-only theory, "it is meaningless to regain the position in the first camp only in terms of sales scale", and the future assessment of dealers will be based on "service quality provided to customers" as the main criterion.
In a certain sense, Weipai has been ready to grab shares from luxury brands since it positioned Mocha DHT-PHEV to the 300,000-yuan market. Therefore, it is more worth paying attention to than the simple sales figures, which users have chosen mocha DHT-PHEV.
Note: Images are from the Web