From the consumer's point of view, the wave of new energy revolution came somewhat suddenly. Millions of consumers have only been aware of new energy products for a year or two to become car owners.
Consumers have also gone through several stages of confusion. The first stage is that new energy vehicles in the national strong subsidy stage, consumers only pure electric vehicles to choose from, cheap and inferior; the second is the new forces into the game, new energy products began to high-end, as more and more users join the pure electricity camp, the drawbacks of pure electricity are more and more exposed.
At present, it has entered the third stage, from the perspective of market selection and product practicality, long-endurance PHEV has gradually become the mainstream technology in the new energy market. This solution not only meets the current low-carbon industrial policy, but also solves the long-term travel needs of consumers, which is the most suitable for China's national conditions at present.
The fastest response to consumer demand is Wei Pai. On March 1, with the listing of Mocha DHT-PHEV, Weipai officially opened the prelude to the comprehensive transformation to a high-end new energy brand, which stirred up thousands of waves in the automotive industry. As the first car company to transform from a traditional high-end brand to a high-end new energy, Weipai's move has a very far-reaching significance in the entire history of China's automobile development. In particular, the practice of using PHEV as the main power solution is unique among all high-end new energy brands.
So what was the thinking behind Wei Pai's decision?
01
Product technology drives change
Great Wall Motors is a company that writes over-research and development into its DNA. Therefore, Wei Pai will never fight an unprepared battle. Because of Great Wall Motors' deep research and development skills, weipai can be in the leading position in the PHEV industry. It can be seen from the price of 295,000-315,000 yuan after the comprehensive subsidy of MOCHA DHT-PHEV, when Mocha becomes China's first long-lasting PHEV model with pure electric endurance exceeding 200km, it has the confidence to directly hit the high-value new energy market of 300,000 yuan.
In terms of data, Mocha DHT-PHEV is equipped with a 39.67KWh large-capacity battery pack, achieving the world's longest pure electric endurance of 204 kilometers (WLTC working conditions), 0.45L of comprehensive fuel consumption of 100 kilometers, and 5.55L of feed fuel consumption.
The most important thing is that its intelligent DHT is very leading in the dual motor series parallel topology, compared to Toyota's planetary gear set, it is more inclined to low-speed driving, or Honda's series parallel structure is more inclined to high-speed driving, Weipai's PHEV technology can achieve efficient driving in the full-speed domain, which is also Weipai's technical base and technology leadership. The reason why Wei Pai can hit the price of 300,000 is because in the field of PHEV, Wei Pai has enough confidence to say that other products are not good enough.
Therefore, at present, Wei can promote the PHEV technology for the full product matrix layout. In addition to the Mocha DHT-PHEV that Weipai has launched now, the future latte DHT-PHEV, medium and large six-seat SUV, medium-sized retro tide driving dream and a compact retro tide driving, as well as two MPV models that focus on the commercial and household markets will be launched one after another, when Weipai will form a layout of seven products in three categories, and complete a 360-degree breakthrough in the model. Behind the seemingly light transformation of Wei Pai, it has a deep technical reserve as a support, which is also the core of Wei Pai.
The appearance of Wei Pai Mocha PHEV is like the tip of a bamboo shoot that has just broken through the ground, and Wei Pai has even greater energy buried in the ground, ready to break out of the ground and soar into the sky.
Of course, the transformation of Wei brand, technology and products are the foundation, and a set of brand strategic ideas and user operation models are also undergoing complete changes. Weipai now begins to gradually lay out the direct sales system to better complete the direct access to users. The community + direct operation model can reach consumers more directly, and Weipai is deeply cultivating its core users and private domain traffic. This is completely from the brand operation idea, to the new forces of car manufacturing.
The transformation of Wei Pai not only represents Wei Pai's determination to face the new era, but also the best embodiment of Wei Pai's system strength and responsiveness. Weipai, a High-end Chinese brand with a large user base and market share, can quickly complete such a clean and neat turnaround, which can be said to be a model for enterprise management and strategic transformation. In Weipai, this is the core embodiment of the unity of the enterprise, the response and the strong action.
02
"0 anxiety" solves user pain points
Why does Wei Pai want to cut the middle and long endurance PHEV track? There are many reasons for this. According to data from the Association, the cumulative sales of new energy vehicles in the first quarter were 1.1897 million units, an increase of 145.5% year-on-year. The market share of new energy vehicles reached 21.97%, up 12 percentage points year-on-year. Among them, the sales volume of New Energy Vehicles of Chinese brands was 912,500 units, an increase of 152.52% year-on-year. New energy is changing from a dark horse to a main force. Behind the brutal growth of the new energy market, there are countless hidden pain points. Although the state is now vigorously developing infrastructure such as charging piles, the problem of shrinking winter endurance and lack of charging piles still exists. This has deterred many consumers.
Why are pure electric vehicles now getting longer and longer on the books, but still many consumers are not applicable? Because the use environment of pure electric vehicles is very limited. First of all, limited by the charging conditions, long-distance travel is still the pain point of pure electric vehicles, May Day, Eleven long holiday travel, many pure electric vehicles in the high-speed rest area queued up for a day and a night only to wait for a charging pile. Secondly, in the winter in the north, pure electric vehicles can drop nearly 100 kilometers of endurance in the outdoor overnight. Consumers' excessive anxiety about "the remaining mileage" and "whether the next charging pile will be overcrowded" overshadows the good experience of all pure electric vehicles. So far, pure electric vehicles will only provide a good travel experience under the favorable "specific use environment", and it is not suitable for all consumers, and PHEV is the "all-round king".
Wei Pai is not a brain fever, but the future new energy main track that Wei carefully chooses. Behind the transformation of Weipai, it is to cut the transformation of the demand of the Chinese market and seize the new era code of brand upwards. The plug-in hybrid track chosen by Wei is also the track that is most suitable for the current market and can solve the actual needs of consumers.
PHEV combines the advantages of pure electricity and fuel, and users can use Wei to achieve "0 anxiety" in any scene, even mountain climbing and off-road. Taking mocha DHT-PHEV as an example, in the fully charged state, it can be driven by electric vehicle in more than 99.5% of the scenes, and its daily electric drive use effect is basically no different from that of pure electric vehicles. If it is a long-distance drive, in the case of refueling, the electric motor also optimizes the working time and operating power of the engine to achieve a lower fuel consumption performance.
Even on off-road sections, Mocha DHT-PHEV's electric motors offer the ability to output maximum torque at 0 rpm. Such a strong low torque allows the driver to pass through obstacles more easily and achieve passability that fuel vehicles cannot reach.
Not only that, the blessing of coffee intelligence allows users to be surrounded by intelligent scenes. From remote control to intelligent access to the car, coffee intelligence is also empowered in the whole cycle of user interaction with the car. For example, Xiao Wei 2.0 makes the interaction between the car and the machine more smooth, the continuous iteration of AI is also making the vehicle life, and the update of FOTA also ensures that the vehicle can always stand at the forefront of the times. Even Weipai has opened up mobile phones, car machines, stores, operations, and clouds to make vehicles the core hub of the Internet of Everything Network, which is exactly what all the big technology companies in the world are doing. Relying on its solid technical background and user base, Weipai has not only met the current consumer intelligent interaction needs, but also made technology ahead of the times.
Therefore, this is also the biggest core point of Weipai's transformation. Weipai's transformation is a typical user-centric transformation of enterprises, and all changes and reforms are from the perspective of the actual needs of users. Whether it's a power solution for PHEV, or coffee intelligence. Wei's starting point exists to solve the core practical needs of users. Solve the needs of low-carbon travel, daily convenience needs, and intelligent interaction habits.
Because Weipai's PHEV products only improve the user experience, there is no learning cost in the use of fuel vehicles to switch to pure trams and the convenience of daily travel. Therefore, after the transformation of Wei Brand, it will also drive a large number of fans of the original pure fuel vehicles to convert to new energy products. This is also the reason why Wei Pai can resist the banner of long-lasting PHEV products, because Wei Pai has such self-confidence and can be the first to stand up and dedicate his own strength on the eve of the change of the times.
The transformation of Weipai is the core demand of the brand to quickly cut into the high-end new energy market users at the decision-making level, and it is to lead the entire industry at the technical level to ensure that Weipai can stand out in China's high-end new energy market. Therefore, Weipai is very stable in the transformation of the two lines of brand thinking + technology-driven products. Obviously, it is already the most competitive new "high-end car manufacturing new strength".
Weipai's transformation is a very good example of leading by example in China's auto industry. First of all, Wei did not blindly follow the strategy of pure electric, had a deep thinking about the needs of consumers, and chose the long-endurance PHEV, which truly meets the actual needs of consumers.
Secondly, behind the long-endurance PHEV technology is a strong research and development strength to do support, which can make Wei Pai "point where to play" and complete the fastest transformation in the first time to respond to the market. The so-called "soldiers are precious and fast", Wei Pai's "long-lasting PHEV blitzkrieg" this time is the best commercial model for countless Chinese brands in the upward journey. Deep thinking, thick accumulation, system responsiveness, this is what we should see from the appearance of the transformation of Wei Pai, the essence of Wei Pai. It is precisely this kind of Wei brand that can be called the mainstay of the high-end process of Chinese brands.