Easy car original theory to build scooters, I only serve Wuling Motors.
Hongguang MINIEV alone has derived GAMEBOY, convertible version, retro modified version, as well as Wuling Air EV Clear Sky, Wuling NanoEV, Baojun KiWi EV and retired Baojun E100, Baojun E200...
No, now there is another Wuling Binguo, can it be "crazy" all the way like Hongguang MINIEV?
The content structure of this article:
1. Background: Why Wuling Binguo was born
2. Product positioning: Wuling Hongguang MINIEV has "grown up"
3. Competitive landscape: There will be a battle with seagulls and even dolphins
Why is the fruit born?
First of all, let's explain the positioning of Wuling Binguo: a five-door pure electric vehicle with a large space in the range of 7-100,000 yuan.
What car to buy with 7-100,000 yuan? In the past, many people would choose fuel scooters, and joint venture classic cars such as the Fit, Polo, and Zhixuan were once part of their wish list.
Flexible, economical and durable, these cars meet the needs of ordinary wage earners to buy groceries, pick up babies, commute or practice as novices. In their usage scenarios, they are generally used frequently, the number of daily passengers is small, and short-distance transportation is the mainstay.
With its strong power performance and practical space, the Fit has become a god car, easy to lie down and win; Volkswagen Polo relied on the durability of leather and solid texture to become very popular, competing with the Fit and segmenting the small car market.
With the penetration of new energy and intelligent technology, there is another choice in the 7-100,000 yuan market - pure electric vehicles, such as Leap T03, Baojun KiWi EV, Benben E-star, Chery Unbounded Pro and other micro electric vehicles, and then explore a little more and dolphin and other small pure electric vehicles.
On the one hand, the superposition of the two major consumption trends of consumption upgrade and increase in the proportion of additional purchases makes the demand for autonomous family cars equipped with basic assisted driving functions and intelligent large screens more prominent.
On the other hand, in terms of speed and saving money, pure electric scooters have innate advantages; When it comes to urban commuting, they also have a green card. In contrast, the Fit suddenly fell silent. Of course, if consumers lack charging conditions, Fit is still the best choice.
Pure electric scooters are gradually banning the status of fuel vehicles such as the Fit. If you pay attention to the current car sales, you may have found two very interesting phenomena (data source of the passenger association):
First, the sales of fuel vehicles such as Fit and Polo have been cut off compared with their peak, and pure electric vehicles of the same level represented by dolphins are replacing them.
Second, the mini pure electric vehicle market represented by Wuling Hongguang MINIEV has basically achieved pure electric penetration.
The data is already showing that a new consumption habit of urban travel is being formed in China.
Therefore, after tasting the sweetness of Wuling Hongguang MINIEV, Wuling Motors continued to seize the dividends of pure electric scooters and transform into a high-end direction, so it had a higher level of fruit.
Wuling Hongguang MINIEV "grew up"
Easy Car Research Institute has released a report showing that the structure of the small and cute car market is constantly being optimized:
For example, the proportion of users in large cities continues to increase (the proportion of intended users rises from 39.31% to 53.42%), the household income of users continues to increase (the proportion of users with income of more than 100,000 yuan rises from 40.32% to 51.08%), and the penetration into highly educated users (the proportion of college degree and above rises from 40.25% to 61.86%).
This means that the desire for demand of the target group is increasing, and the movable must be upgraded accordingly.
Wuling Binguo is in line with this new trend to meet the upgrade needs of multi-person travel and high-quality experience, which is mainly reflected in four points:
One is the size.
The overall size of the Bingo is comparable to the Fit and Polo, the former has a length of 3950mm and a wheelbase of 2560mm, which is larger than Wuling's existing Hongguang MINIEV, Air EV Clear Sky, NanoEV, etc., and the rear space is more suitable for multi-person travel.
The second is battery life.
The Wuling Binguo entry-level version is equipped with a 30kW and 110Nm-meter motor with a range of 203 km. The high-power version is equipped with a 50kW and 150Nm·m motor with a range of 333km, which is much higher than the Hongguang MINIEV, which is only 170km.
At the same time, Binguo also supports fast charging, which further alleviates charging anxiety and makes it easier to expand potential consumers to first- and second-tier cities.
The third is texture.
The exterior and interior of Binguo are exquisite bourgeois design style, the body is round and chic, the interior two-color color matching with integrated shape seats, quite retro and cute, young users, especially women, will be very surprised by its appearance.
Fourth, intelligence.
Judging from the official picture of the interior disclosed so far, the through-screen design is particularly eye-catching, and it is believed that the intelligent experience is richer and more advanced, and it can better meet the pursuit of young people's sense of technology.
Wuling Binguo can be simply understood as "Hongguang MINIEV has grown up", it has changed from Hongguang MINIEV short-range scooter to "grow up" into a family main car that meets the needs of many people and multi-scene travel, it can allow several families to travel on weekends, and it can also allow "single dog" users to take luggage and go...
If Wuling Hongguang MINIEV's explosive gene is the ultimate demand insight + new category positioning + ultimate cost control, it has harvested a large number of loyal fans mainly in third- and fourth-tier cities.
Nabinguo is inheriting the explosive genes of Hongguang MINIEV, and has created a new self with the improvement of space, battery life, intelligence and texture, trying to tap the upgraded users of Hongguang MINIEV, and further break through to first, second and third-tier cities.
There will be a battle between Wuling Binguo and BYD Seagull
Coincidentally, Wuling Binguo and BYD Seagull were exposed on the Internet almost at the same time, and a trace of gunpowder can be smelled in the air.
One side is the explosive manufacturing machine that sold 1.11 million Wuling Hongguang MINIEV in 3 years, and the other side is the alliance owner who dominates the new energy market, especially in the 10-300,000 yuan segment, and the two go head-to-head and are destined to have a battle.
Wuling Binguo has the reputation of Hongguang MINIEV's million-dollar sales accumulation, as well as mature experience in product definition and cost control. From the perspective of size alone, Wuling Binguo is located between BYD seagulls and dolphins, and its significance is not only to guard against seagulls, but also to deter dolphins and other advanced scooters.
BYD Seagull also has the technical advantages of self-developed three electric systems, e platform 3.0, and the accompanying brand belief. In addition, it is said that the Seagull will use sodium-ion batteries with a cruising range of 300km, while the lithium-ion battery version can reach 400km, which is slightly better than Wuling Binguo.
At present, the information released by Bingo and Seagull is limited, but it is certain that this segment has enough room for growth for Bingo and Seagull to expand.
The once hot-selling and discontinued Ora black cat also focuses on the price range of about 80,000 yuan, and with the space that focuses on female transportation and is comparable to compact fuel vehicles, it is enough to prove how much demand is hidden in the scooter market of about 80,000 yuan.
The success or defeat of bingo and seagull depends on how much they meet the needs of consumers at a limited cost.
Written at the end:
The significance of binguo to Wuling is as heavy as it is, one is to break the curse of 100,000 yuan and bid farewell to the "thin profit" and "low-price volume" model established by Hongguang MINIEV's explosive model. The second is another answer for Wuling to cope with the dual transformation of urban travel and consumption upgrading.
The most difficult thing is the first point, last year the Hongguang MINI EV convertible version was launched, and some public opinion on the Internet changed from "how can this car be so interesting" to "how can this car be sold so expensive", you can imagine how difficult Wuling's premium road is.
Re-washing consumers' inherent image of cabbage prices formed by Wuling is a long and difficult process.
However, the more difficult it is, the more courageous Wuling is to escape the price cage, and it is still planning more weighty products, or Wuling Binguo, or Baojunyue, etc., exploring the unknown and setting off again.