After positioning women for the first anniversary and quickly prying open the new track of the market with a differentiated strategy, Euler is riding on the east wind of the rapid development of new energy vehicles, from the three aspects of products, channels and technology to promote the brand upwards.
In 2021, the Euler brand achieved annual sales of 135,000 units, an increase of 140% year-on-year. Among them, the sales volume of the Euler Good Cat model exceeded 10,000 vehicles for the first time in a single month in December, ushering in a milestone breakthrough, with annual sales exceeding 50,000 vehicles, becoming the sales champion of the A0-level BEV market of more than 100,000 yuan in 2021.
Euler brand enterprise courtesy of the picture
In March this year, Euler sold 14,264 vehicles per month, and from January to March, Euler Good Cat sold more than 19,400 vehicles, and the sales of single models increased by 240% year-on-year. Continue to occupy the top position of domestic new energy vehicle brands.
Open up new categories
Under the background of the continuous promotion of the new strategy of energy security and the establishment of the "double carbon" goal, the transformation of China's automobile industry has officially pressed the acceleration button, and new energy vehicles have ushered in explosive growth.
According to the data of the Federation of Automobile Associations, in 2021, the annual retail sales of new energy vehicles in the mainland were 2.989 million units, an increase of 169.1% year-on-year; from January to December, the retail penetration rate of domestic new energy vehicles reached 14.8%, an increase of 9 percentage points over the penetration rate of 5.8% in 2020. New energy vehicles are ushering in a new stage of market-oriented development.
However, long before the outbreak of the market, Great Wall Motors took the lead in branding the new energy vehicle business.
In August 2018, the Euler brand was established, becoming the first independent new energy vehicle brand among China's mainstream independent car companies. In March 2021, the Euler brand announced that it will be positioned as a "car brand that loves women more". This unprecedented unique positioning has led to the continuous improvement of Euler's brand recognition and ushered in rapid development.
Auto show Euler brand booth Courtesy of enterprises
In 2021, Great Wall Motor's overall sales exceeded 1.28 million units; of which the cumulative sales of new energy vehicles reached a record high of 137,000 units. Euler brand sales accounted for more than 90%, becoming an important engine driving Great Wall Motors' transformation into a "global technology travel company".
Euler's rise is not accidental, it benefits from the accumulation of technology by Great Wall Motors for many years. Unlike the "oil to electricity" models on the market, the Euler brand adheres to positive research and development. The lemon platform and coffee intelligence empower it in an all-round way, so that Euler has a more "three-dimensional" scientific and technological barrier and provides users with a better experience.
In terms of intelligence, the three major intelligences of the Euler cat family - intelligent cockpit, intelligent driving and intelligent services - will provide more intelligent and intimate car services for female users, and create a "user-centered" mobile travel space.
Euler Brand Campaign Courtesy of enterprises
Under the concept of "user-centric", Euler brand took the lead in the industry to set up a special female user research team, realizing the transformation from product perspective to user perspective. Euler Ballet Cat integrates the "exclusive" characteristics of "retro beauty, fashion beauty and female beauty" into one, and creates a "women's exclusive travel solution" that is completely different from the past, from the exclusive configuration of women's exclusive seats and exclusive steering wheels, to the design of exclusive modes such as wind and wave mode, goddess mode, and children's mode, fully fulfilling the promise of "women's exclusive".
Euler Ballet Cat Corporate Courtesy
In March 2022, the dazzling Euler Good Cat officially launched the 2022 model, a number of "female-friendly" configuration upgrades, innovative use of "1 + N" mode of booking, under the trend of the new energy automobile industry, Euler brought consumers more choices.
2022 Euler Good Cat Corporate Courtesy
Adhere to user co-creation
Driven by the Euler brand, more and more car companies have also begun to pay attention to the new track of the female market of new energy vehicles, and new models designed exclusively for female consumers have also been continuously launched.
However, in the view of the Euler brand, styling design cannot become the driving force for the sustainable development of a brand, and female car owners will not simply pay for styling design, the key is to start from the deep needs of women's emotions and scenes.
The famous photographer Robert Kappa once said, "If you don't shoot well enough, it's because you're not close enough." In the automotive industry, this is also an indisputable truth. Only by walking into the user and being with the user can we truly understand the user's needs.
At the beginning of its establishment, Euler hoped to become a brand co-created by users and enterprises, allowing users to participate in the growth plan of the brand and become the builder, operator and owner of the brand.
Euler Good Cat Enterprise Courtesy
For example, before euler good cat opens pre-sale and listing, users are invited to name the car color, "muppet white", "high heel red", "forgive green", "ten thousand meters" and a series of naming methods that are different from the traditional car color are eye-catching, which meets the individual needs of the user's car color name "customization".
At the 2021 Shanghai International Auto Show, Euler also launched the world's first booth co-creation to users, and jointly created the Princess Castle theme booth with users. Through the dream booth and intimate women's exclusive service, the princess dream in every woman's heart is turned into reality, so that users and brands and products have a better interaction and resonance.
This kind of interaction is not just a "pseudo-co-creation" that only stays in the marketing gimmick, but a new user relationship model that allows users to truly participate in the whole value chain from product naming, configuration construction, to brand activities to brand benefit sharing. Under this ecology, Euler has also realized the co-creation of brands, co-growth and shared benefits with users.
Actively explore innovative marketing
Accurate brand positioning and the core concept of co-creation with users have made Euler receive a warm market response. However, in order to convert word-of-mouth and traffic into sales, it also needs the support of sales channels.
Therefore, the rich and diversified sales channels have become the last driver of Euler's successful breakthrough.
Relying on a large number of terminal stores of Great Wall Motors, Euler has an innate advantage over other new power brands in sales channels. According to the official data released by Euler, its terminal sales stores have exceeded 300.
Euler terminal sales storefront enterprise courtesy of the picture
At the same time, Euler's channel model is also constantly innovating. Through the experience space to provide a one-stop car purchase service, opened the direct operation mode of the attempt.
Users only need to use the Euler ORA APP to realize a series of car purchase operations such as online vehicle configuration, contract signing, and car payment, and the delivery is completely transparent. Users can also query the status of vehicle scheduling, preparation, delivery and other status at any time through the Mini Program, and grasp various information about car purchases at any time.
In addition, Euler is also actively exploring the development of online sales channels. For example, every time to the "618", "Double 11", "Double 12" and other shopping festivals, Euler will invest resources in live broadcasting, deploy the live broadcast lineup of "manufacturer + dealer + sales consultant", and work together online and offline to gather traffic to help dealers complete drainage and conversion.
The brand potential continues to rise
Innovative practices, high-quality products and in-depth user co-creation give the Euler brand unlimited potential. The rise of new energy vehicle brands like this not only dispels market doubts, enhances consumers' recognition and acceptance of independent new energy vehicle brands, but also confirms the huge potential of the high-end market of new energy vehicles.
Euler attends the Munich Motor Show Courtesy of the company
On September 6, 2021, Euler landed at the Munich Motor Show in Germany for the first time, and officially released the brand globalization strategy from multiple dimensions such as brand culture, product layout, user ecology and channel planning.
With this global debut, Euler expands its brand mission and vision to a global scope – committed to providing digital, intelligent and entertaining products and services for young consumers around the world.
According to its plan, in the next two years, Euler will provide European users with more than 5 new energy intelligent models with the world's leading technology, further broadening the product matrix. By 2025, Euler will launch more than 10 global debut models in the European market to meet the car purchase needs of more European consumers.
While emerging in the European market, Euler has also fully introduced its brand concept, products and services into the Thai market, taking a key step in the true sense of the brand going overseas, and becoming a representative brand of China's new energy vehicles from vehicle export to vehicle sales, service and brand output.
Euler Good Cat Thailand Listed Company Courtesy of
It can be said that the past three years have been three years of continuous "climbing" of the Euler brand. From "zero" to leading the leap of China's new energy vehicle market segment, the Euler brand has withstood the test of the Chinese market.
Today, Euler is in a new stage of strategic transformation and brand advancement. The launch of a series of high-value models such as ballet cat and lightning cat and the promotion of the brand's globalization strategy will help the Euler brand to go to a broader market.
Text/Zhang Bing
Edited by Song Yuting
Proofreading Lucy