Wei Jianjun disagreed with the ideal car, believing that Wei brand technology was far better than the ideal car, and Wei brand executives vowed to "compete with the front".
But why does the ideal ONE sell more than 10,000 yuan a month, instead of Wei brand mocha and other models?
Around this question, the editorial department of Huache.com recently held a brainstorming session. All the children's shoes are fantastic, and suddenly a person stands in a very, very high angle and says: "They are all independent brands, why do you have to choose confrontation rather than cooperation?" ”
Everyone was speechless for a while, but some people suddenly thought: If Wei Pai cooperates with ideal cars, what will happen if Wei Pai gives technology to ideal cars? On the contrary, what will happen to the technology of the ideal car to Wei Pai?
The topic is fascinating and reverie. Although there is no if, what would happen if this idea were true?
Today we may wish to boldly imagine that we can find the customs clearance key of "why it can't sell more than 10,000".
The market gap between backward technology and advanced technology
Without contrast, there is no if. Ideal Automobile delivered 11,034 units in March this year, and 31,716 units were delivered from January to March 2022, an increase of 152.1% year-on-year; Weipai delivered 4,755 vehicles in March this year, and 14,285 units were delivered from January to March 2022.
Ideal Car with a price of more than 300,000 yuan SUV, but achieved continuous monthly sales of more than 10,000 results; and mocha DHT-PHEV is also a price of nearly 300,000 yuan SUV, the first month of sales of only 519 units, the rational (Profit) Wisdom people shouted 3 years of results, still think that "just marketing is not done well."
There is no doubt that the ideal ONE has achieved such results that deserve the respect and learning of the opponent, but the extended range technology of the ideal car is far inferior to the Wei brand. Undoubtedly, the same plug-in hybrid model, the ideal ONE even three-cylinder range extender is not developed by itself, but provided by Dongan Power Production.
Compared with the Mocha DHT-PHEV, the ideal ONE's three-cylinder range extender is extremely backward and dangerous, and Weipai has its own technical advantages.
For example, the Mocha DHT-PHEV uses a 39.67kWh super battery, the two-wheel drive long-endurance version can achieve WLTC 204km pure electric endurance, the high-performance electric four-wheel drive version can achieve WLTC 175km pure electric endurance, the two-wheel drive version and the four-wheel drive version of the WLTC 100km feeder fuel consumption is as low as 5.55L and 6.3L respectively, and the comprehensive endurance of the two-wheel drive version is more than 1000km.
At the same time, the Mocha DHT-PHEV can also achieve low-speed pure electric driving, engine and motor series drive, engine and motor parallel drive, engine direct drive, this technology can be fully comparable to honda i-MMD hybrid system.
The ideal ONE can only rely on a three-cylinder range extender to provide a single endurance mode, the noise is not to say, and the fuel consumption of 100 kilometers is close to 10 liters. At the same time, the ideal ONE is equipped with a 40.5kW battery pack, and the NEDC in pure electric mode has a range of 188 kilometers, which is far less than the Wei brand.
Suppose Weipai gives technology to the ideal car
It is very embarrassing that the ideal ONE can achieve monthly sales of more than 10,000, while Wei Pai cannot. No wonder Wei Jianjun was not convinced, even the editor felt incredible. Imagine if Wei Pai gave advanced technology to the ideal car, what would happen?
"The ideal ONE monthly sales will exceed 20,000 units. According to this technology, mid-size cars, oversized cars, MPVs and even multi-functional "crock tank cars" will be launched.
In the ideal introduction we will see such a promotional slogan: the ideal ONE has the same level of leading plug-in hybrid technology, can really achieve zero anxiety endurance, pure electric endurance NEDC more than 280 kilometers, WLTC pure electric endurance of 200 kilometers, 100 kilometers of fuel consumption as low as 5.5L, 100 kilometers of acceleration of 4.3 seconds.
Performance and luxury are unmatched. The happiness of a family trip, no longer afraid of rising oil prices, the ideal ONE vehicle NEDC comprehensive endurance of 1200 kilometers, with catapult, direct connection and series of three driving modes, can be low-speed pure electricity, high-speed oil, create a mobile home, create a happy home.
Suppose the ideal car gives the technology to the Wei brand
Weipai gives the technology to the ideal ONE, it can have confidence in the monthly sales of more than 20,000 vehicles, which is enough to show the advanced nature of Weipai technology.
But why does the ideal ONE sell so well with three cylinders? So, if the ideal ONE's three-cylinder extended range technology gives Wei Pai, what will happen?
Just like the end of the three cylinders, Wei Pai will not only be criticized by the Internet, but also take Mocha as an example, the sales volume will not exceed 100, and even within a year it will face the risk of delisting and be spurned by the market.
Just think, who would be happy to buy a three-cylinder traditional domestic car with nearly 300,000?
If the ideal ONE technology to mocha, we will see netizens so criticized: a pseudo-luxury brand model that cuts leeks, sales are not more than 100 is certain, the use of extremely low technology three-cylinder machine sold 300,000, is simply IQ tax. Whoever buys it is deceived.
In the terminal market, we will see: when the consumer heard that the Mocha is a three-cylinder engine model, and the price is close to 300,000 yuan, he resolutely turned his head and walked out of the 4S store.
Why the "two ifs" are convinced
Whoops, why is the contrast so great? Weipai's technology is very good, especially the plug-in hybrid technology developed. However, Weipai Mocha DHT-PHEV can not sell the ideal ONE with backward technology.
A friend of Xiaobian, who is also a senior master in the automotive circle, has a strong purchasing power, he recently bought an ideal ONE, he said that he likes this car very much, and introduced its advantages one by one. Although Xiaobian did not think that the ideal technology was good at all, from its introduction, I did not find him to emphasize technology.
He loves the Ideal ONE, and he does not dislike its three-cylinder range extender, because he bought the travel experience and value brought by the ideal ONE.
So what's the difference?
If it is established, Xiaobian feels that the ideal one will try to please users because it has no technical advantages.
Consumers like large, plain SUVs, its shell is very large; consumers do not meet the limitations of 5 seats, it develops 6-seat and 7-seat models; consumers like face, luxury cars pay attention to travel quality, it will be products and human-computer interaction and audio-visual entertainment system cleverly equipped to reflect the value.
It can be seen that the ideal ONE luxurious seats, exquisite interiors and advanced entertainment systems make consumers feel worthy of their identity. My friend had both a BMW and a Mercedes, but considering taking care of the family and having a green card, he ended up buying the Ideal ONE.
Although the ideal range extension technology is not good, the endurance is short, but it is enough to meet the needs of some people traveling in the city, and most people buy the ideal ONE, which may be the second or third car of the family.
In recent years, the WEY brand positioning has also been updated from "China Luxury SUV" to "a new generation of intelligent cars". This change in positioning basically overturned wey's brand accumulation in previous years, but continued to use the previous style in the model.
Although except for the earliest release of weY Mocha is a fuel car, the rest of the models use lemon hybrid DHT technology, but it has not changed the essence.
In fact, the tank brand and Euler have been very successful, successfully "out of the loop" with innovative design and product positioning. If compared to the degree of luxury, is there any qualitative difference between the 100,000 Euler good cat and the 200,000 tank 300 and the 300,000 mocha?
Throwing away the original shell and the interior that looks cheap but thinks it is luxurious, creating and meeting the needs of users, perhaps this is what Weipai wants to do.
Of course, all of the above are hypotheticals. In the brainstorming, sorry for the irrationality (li) wisdom, please understand.