As we all know, the micro electric vehicle market, is after the arrival of Hongguang MINI EV completely set off a splash, at that time with a price of less than 30,000 yuan, Hongguang MINI EV in the electric market hit the ground, thus embarked on the peak of their own life, for many months for a row of electric vehicle single model sales champion.
How popular is the Hongguang MINI EV? As you can see from past sales figures, there is a very large gap between it and other models. In 2022, according to the data released by Cui Dongshu, secretary general of the National Passenger Car Market Information Association, the cumulative annual sales of Hongguang MINI EV exceeded 554,000 units, which translates to an average of 46,000 units per month.
However, no one expected that this phenomenal model had already fallen off the altar. Entering 2024, Hongguang MINI EV is in a continuous decline, in the past April, its sales have only been 12,445 units, and this is compared with the previous results of casually breaking 3 or 40,000 units, the gap is indeed widening. It stands to reason that now is the world where new energy vehicles are dominant, so in this context, Hongguang MINI EV is still starting to sell well?
In fact, this is also due to multiple factors. First of all, in the past few years since the launch of Hongguang MINI EV, there has been no upgrade, but it has become more and more expensive, and the starting price has reached 32,800 yuan, and the airbags that have been criticized are still not equipped on low-profile models, with a cruising range of only 120KM, which is neither safe nor practical. And if you have higher demand, the price of the model with airbags installed and a range of more than 300km has come to 67,800 yuan, which is obviously not worth buying such a petite Hongguang MINI EV.
Secondly, the low-end volume models are destined to be criticized in terms of quality. Judging from the complaints of the car quality network, there are not many complaints about this micro electric vehicle, including abnormal noise of shock absorbers, abnormal sound of chassis, partial grinding of front wheels, and loss of power when driving at high speeds. Although many people feel that you get what you pay for, and there is a risk that there are many problems in low-cost cars, in the new era of gradual consumption upgrades, who does not want to have a better enjoyment when driving?
At the same time, the practicality of micro electric vehicles is relatively weak. Although it is petite and easy to park, the space itself is very small, and the rear passengers have to enter from the position of the main and co-pilot, which is extremely inconvenient for tall girls, and if it is really full of four people on the road, the danger factor will be doubled. In addition, the actual range of electric vehicles is generally smaller than the official data, after all, under the premise of turning on the air conditioning in winter and summer, the 120KM battery life will not take long, and there will be battery life anxiety anytime and anywhere, and the practicality will be greatly reduced.
In addition, there are more and more competing products on the market today. In the mini car market where the Hongguang MINI EV is located, there are competing products such as Geely Panda, Changan Lumin, and QQ Ice Cream, which also eats away at the share of the Hongguang MINI EV to a certain extent. Not to mention that Wuling itself has also launched a pure electric - Wuling Binguo, although its positioning is higher than Hongguang MINI EV, but it is not expensive, not only the shape and interior design are very beautiful, but also the 2560mm wheelbase also makes its space performance very good, and the starting price of this model is only 59,800 yuan. For consumers, adding tens of thousands of yuan can buy models with better battery life, more spacious space and richer configurations. After all, the price of 5 or 60,000 yuan is within the acceptable range for most consumers.
Write at the end
Frankly speaking, Hongguang MINI EV can break out of its own world in the era of consumption upgrading, which is inseparable from its extremely high cost performance. However, with the addition of more and more competing products, consumers have more choices, and Hongguang MINI EV, which is not as competitive as before, can only be forced to "give way".
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