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Recently, in addition to the repeated epidemic situations in various places, there is also a topic closely related to most people that continues to dominate the list, this topic is #oil and electricity double rise, what is more cost-effective to buy.#
They all said: "A grain of ash of the times, falling on the head of an individual, is a mountain." "The recent crazy rise in raw material prices has fallen on the automotive industry, and it has also become an unbearable "mountain" on the head of car companies.
In order to alleviate the cost pressure caused by the decline of subsidies, since the beginning of this year, many new energy brands have begun to raise retail prices. Since March, the crazy rise in raw material prices has made many new energy brands represented by Tesla raise their prices twice or even many times, and some brands have risen as much as 20,000 or 30,000 yuan, making consumers who are accustomed to only falling and not rising stunned.
Not only new energy models have increased prices, but traditional fuel vehicles have also been pressured by rising raw material prices. In April, fuel vehicle brands represented by Mercedes-Benz also announced price increases, coupled with high oil prices, which was called "the last straw that overwhelmed fuel vehicles".
Many friends who recently want to buy a car or change cars are very entangled, on the one hand, chagrin did not shoot early, not willing to buy a mark-up car, and can not see when the price can be lowered; on the other hand, also entangled in the end to buy a tram or oil car, buy pure fuel car feels a bit outdated, but buy a tram can not eliminate the mileage and charging anxiety, left and right.
Recently, in response to the current dilemma of consumers, Sina Weibo has also recently launched a topic discussion on #oil and electricity double rise, what is more cost-effective to buy. In response to this topic, many netizens participated in the discussion, did not expect that whether it is the number of replies or the number of likes in the top of the answer, basically - buy pure electric endurance, no charging and can be used as a fuel car to drive a long endurance PHEV.
In recent years, many car companies have launched PHEV models. Among them, the Mocha DHT-PHEV, which was launched at the beginning of last month, has become one of the leaders that has attracted much attention.
Li Ruifeng, CEO of Weipai, said: "Under the background of the double rise of oil and electricity, the driving technology that can take into account the daily urban transportation and long-term battery life needs of users is gradually being favored by consumers. Compared with other brands using tandem, single-gear hybrid, extended range hybrid technology direction, Mocha DHT-PHEV's two-gear DHT technology is more efficient, can better take into account the power performance, fuel economy, pure electric endurance of 204 kilometers, comprehensive mileage of more than 1000 kilometers, truly solve the user's mileage anxiety and travel economic anxiety, is the best solution for the current new energy travel. ”
Since this period of time, the Weipai marketing team led by Li Ruifeng has been very active on Weibo. They spared no effort to popularize the advantages of the new track of Mocha DHT-PHEV "0 Anxiety Smart Electric", and strongly benchmarked BBA and new forces, which won a very large degree of attention, of course, it also caused some netizens to dispute.
In my opinion, the reason is not clear. It is these controversies that not only make the advantages and disadvantages of different brands at a glance, but also allow consumers to clarify the anxiety and entanglement points in the process of choosing a car, and choose more suitable products in the context of "double rise of oil and electricity".
It is worth noting that in today's new energy vehicle market environment, affected by the soaring prices of raw materials, the prices of new energy models have recently been announced to be raised. In the face of the rise in raw materials, Mocha DHT-PHEV has not yet announced a price increase.
According to insiders, the reason why mocha DHT-PHEV did not increase in price is because Li Ruifeng resisted the pressure and insisted on not moving the price, hoping that more consumers can experience and understand this product at a great price, so that Wei brand's DHT technology is deeply rooted in the hearts of the people.
Mocha DHT-PHEV close to the BBA and Wei Xiaoli
We often say that this is the best of times and the worst of times. The good aspect is that as long as you have good technology and good products, gold will always shine, and the "moat" of the brand is no longer as insurmountable as before; the bad aspect is that the market is seriously coiled, the products are becoming more and more homogeneous, and the window period brought about by technological leadership is getting shorter and shorter.
In this context, "Wei Xiaoli" successfully counterattacked and drove Chinese brands to attack high-end new energy. Among them, the most resolute and thorough transformation is the Great Wall Wei Pai. As China's first high-end brand to make an upward breakthrough, Weipai began its debut at the Guangzhou Auto Show in November 2016, and its mission is to end the era of huge profits of domestic joint venture brands and luxury brands, so that consumers can buy better products at lower prices. At that time, its targets were also targeting joint venture brands such as Volkswagen and Toyota.
In 2019, the mission of strangling the joint venture brand has been completed, and Wei Pai began to think about how to transform. The outbreak of the high-end new energy vehicle market, coupled with the great wall's technological accumulation in the fields of intelligent DHT technology and NOH intelligent driving assistance system, has allowed Weipai to see the opportunity and aspire to become the leader of "0 anxiety intelligent electric", redefining "new energy, new luxury, new intelligence" with technology, and breaking through the ceiling of BBA and Wei Xiaoli.
But branding up is never an easy task. To this day, some people still question the underpinnings of Wei Pai's transformation and what to use to benchmark BBA and Wei Xiaoli.
They all said: "On paper, the soldiers will eventually feel shallow, and they will never know that this matter must be carried out." In response to the hot topics and models of online controversy, a comparative test drive on Beijing roads was recently launched, including popular models such as Mocha DHT-PHEV, Ideal ONE, Tesla Model Y and Nio ES6, and the comparison items include static tasting, zero hundred acceleration, driving texture and intelligent configuration.
Frankly speaking, as an automotive media, I am also particularly concerned about the real feelings of these professional users and media people who participated in the comparison test drive. After all, Wei Pai has always emphasized that mocha DHT-PHEV is "300,000 prices, plus 500,000 configurations, showing 1 million luxury", in the end there is no excessive publicity, manufacturers say it does not count, only most people say good is good.
An online recruiter surnamed Cheng said in an interview that he works at a tech company and many of his colleagues have bought cars from the new forces. He himself originally wanted to buy the ideal ONE, and he was a little moved to see the Mocha DHT-PHEV listed, but he did not expect that Weibo gave the opportunity to compare test drives. Through this in-depth comparison test drive, he firmly believed in buying a mocha DHT-PHEV.
He told me a few reasons: First, the 1.2T engine mounted by the ideal ONE is generally powerful and consumes too much energy under the condition of power loss, which is the main reason why he has been hesitant before. In contrast, the Mocha DHT-PHEV is more powerful, consumes less energy, and the long endurance advantage of pure electricity 204km is also very impressive to him; in addition, he personally feels that the Mocha DHT-PHEV is more realistic than the ideal ONE in terms of workmanship, materials and configuration.
Although some people will say that the ideal ONE is six seats, mocha DHT-PHEV is five seats, and the two face different customer groups, but in the interview, we found that the users of the two models still have a lot of overlap, and many users prioritise whether the brand and technology can impress him, which is really unexpected. Even many consumers have given up BBA and opted for high-end new energy vehicles represented by Mocha DHT-PHEV.
At present, the scheduled customers of Mocha DHT-PHEV are mainly in the new middle class, mainly gathered in first- and second-tier cities such as Beijing, Shanghai, Guangzhou, Shenzhen, Hangzhou, and Rong. To this end, in the future, in the channel, Weipai will also deeply cultivate the core city, lock in the core business circle of the city to establish supermarkets and pop-up stores, cover the life circle and work circle of the target customers, build a more valuable brand culture and values for users, and become a "smart travel partner who knows you better".
In terms of user operation, we manage the whole life cycle of users, starting from the first trigger of the car viewing, test driving, and car purchase experience process, and provide more active and comprehensive services.
In short, we should reduce the dimension of products to fight new forces and align with new forces in services. Through "real combat" to prove the hard power of Weipai technology, as well as the product strength advantage of Mocha DHT-PHEV in terms of endurance, intelligence and performance.
I think this is exactly where the confidence and determination of Weipai's transformation lie.
What is the value and significance of Wei Pai's upward breakthrough?
Mr. Cheng is not alone. In the topic discussion of #Oil and electricity double rise, what is more cost-effective to buy," many consumers also revealed their car selection process.
A netizen named "Dragon Pig - Collected Car" said, "Of course, it is a car that buys a pure electric endurance, does not charge and can be driven as a hybrid model, such as the Mocha DHT-PHEV." This car is a golden oil, 90 points, and can also enjoy the new energy policy. Since there is only one car for everyday use, it is a good fit. So, I bought it. As for why I can be white and have an optional electronically controlled suspension, because I ordered the car earlier than you guys. ”
Weipai CMO Qiao Xinyu replied: "Welcome to join the Weipai family, I believe that the owners of mocha DHT-PHEV have a deep understanding of the 204 km pure electric endurance, even in the case of power loss, 100 km fuel consumption of 5.5 liters, not to mention the NOH intelligent pilot auxiliary driving system blessing." From the actual needs of users to consider, what to buy more cost-effective this problem, 300,000 yuan product price, shaping 500,000 yuan of technology experience, how to choose self-evident. ”
Science and technology blogger Li Sledgehammer also left a message: "Before the Great Wall Science and Technology Festival, I saw a large number of technical reserves of the Great Wall, as well as a strong investment in research and development, pure electric endurance WLTC 204km Wei brand Mocha DHT-PHEV, you can go to experience it." ”
It is not difficult to see that the first work of Weipai's transformation has captured the favor of most media and professional users. In addition, it is worth mentioning that Weipai executives, including Li Ruifeng and Qiao Xinyu, have deeply realized that only by jumping into the game and listening to the voices of more users can they truly become "user-oriented enterprises".
Li Ruifeng said that in addition to increasing interaction with users on online platforms such as Wei APP and Weibo, he also needs to spend more time to really go deep into the front line to communicate face-to-face with users, because only face-to-face can there be real emotional exchanges and two-way rushing.
After all, from the end of the era of huge profits of joint venture brands to the new forces competing with the BBA, Weipai's upward breakthrough is not only a test field for Great Wall Motors to achieve brand upwards, but also a pioneer in the transformation of mainstream Chinese brands, which will play a very key role in promoting the real realization of China's automobile industry "from bigger to stronger".
Some people may think that this is an exaggeration. However, people in the industry know that if Chinese brands want to break through the encirclement of BBA and joint venture brands, long-endurance PHEV is the only way out, and it is also the main incremental space of the car market in the next few years. After the Mocha DHT-PHEV, Wei brand lattes, the Dream Fulfillment series and future MPV models will also be equipped with long-endurance DHT-PHEV technology.
In addition to endurance 0 anxiety, Mocha DHT-PHEV also proposed the concept of "smart 0 anxiety". After all, along with the new energy, it is intelligent that is more closely related to user perception. At present, intelligence is also very "inner volume", and Mocha DHT-PHEV with software-defined + hardware configuration, constitutes intelligent driving, intelligent cockpit, intelligent service as one of the coffee intelligent travel ecology, in the actual experience compared to the competitor models, can be said to be the leader.
Taking the hardware of the intelligent cockpit as an example, the "14.6-inch central control screen + 9.2-inch instrument screen + 9-inch function screen + AR-HUD augmented reality head-up display" is interconnected with four screens and a sense of advanced; in terms of intelligent driving, thanks to the hardware configuration composed of "5 millimeter wave + 12 ultrasonic + 1 perception camera + 4 surround view cameras", with high computing power chip decision-making, leading the launch of noH intelligent pilot auxiliary driving system, covering 6 major travel scenarios such as upper and lower ramps and intelligent avoidance sink entrances.
This series of high-end intelligent driver assistance configurations, coupled with 7 NVH mute technology, HARMAN INFINITY high-end surround sound system and other intelligent cockpit systems, has become a new category of Mocha DHT-PHEV to break through the double shackles of BBA and new forces and move towards a new category of zero anxiety intelligent electric.
Of course, the product is only a core element of the brand's upward breakthrough, in addition to the product, it also needs to be transformed and developed in terms of system, organizational structure, channel and user operation. It is reported that Great Wall Motors attaches great importance to the transformation of Weipai, and has also set up a high-end promotion project team internally to break through special discussions such as brand rushing special projects and channel reform special projects.
In my opinion, if the road of Mocha DHT-PHEV "0 Anxiety Smart Electric" can be passed, then the upward channel of Great Wall Motors and even other mainstream Chinese brands can be opened, and there will be opportunities to dance with joint venture brands and even luxury brands on a larger stage in the future.
epilogue
Doing difficult and correct things, this sentence can be said to be the best portrayal of Wei Pai's transformation.
At present, affected by the repeated epidemics and rising raw material prices, the market has seen a relatively large differentiation, and the low-end market has been most affected. Therefore, only by making an upward breakthrough can Chinese brands find room for development. Thanks to the technical advantages of intelligent DHT technology and NOH intelligent driver assistance system, Weipai took the lead in "fighting the book" against luxury brands and new forces, breaking brand prejudices, and defining a new benchmark of 300,000 yuan luxury SUV with a luxury standard of 500,000 yuan.
In this sense, both his courage and determination deserve praise.