"Good Cat" listed in Thailand Euler sprinted to the global million vehicle target

anonymous

With the increasingly fierce competition in the domestic auto market, especially in the special period of 2021 and the global supply chain dilemma, going out has become a new way for auto brands to break through innovation.

Born from a traditional car company, with an independent brand to fight the world, not only created a "cat series" pure electric category, but also achieved more than 300% sales growth in 3 years, Euler has become a brand that has attracted much attention.

A few days ago, Euler Motors once again ushered in its new milestone event - Euler Good Cat crossed the border and landed in Thailand.

An important step in the globalization of the Euler brand, Euler Good Cat Thailand was listed

A few days ago, Euler Good Cat was listed in Bangkok, Thailand, with a price range of 989,000 to 1,199,000 baht, about 197,800 to 239,800 yuan. While achieving premium sales, Euler Good Cat opened pre-sale in Thailand only 5 days, and the order has exceeded 10,000!

In the domestic market, in September 2021, the sales volume of Euler good cats reached 5085 vehicles, not only the monthly sales continued to rise, but also led the sales volume in the A0-level bev market of more than 100,000 yuan, helping the Euler brand to continue to rise.

In Thailand, Euler's good cats are outstanding; in China, why is Euler so "able to sell"?

Euler's success lies first and foremost in creating a competitive strategy for new categories. In March this year, Euler announced a new brand positioning - "the world's more women-loving car brand", in fact, Euler is not a whim, but based on the development of automobiles and in-depth insight into the trend of automobile consumption.

Female car users have grown rapidly in recent years. According to the data of the E-Car Research Institute, from 2020 to 2025, women will contribute more than 7 million units to the sales of the Chinese auto market.

Facing the demand for exclusive cars from female groups. Euler boldly entered the "She Economy" subdivision track, focusing on good looks, good opening, intelligent ease of use, humanized care, etc., and targeted to develop cat family products for "them".

Taking the Euler Good Cat listed in Thailand as an example, thanks to the lemon platform developed by Great Wall Motors and the pure electric architecture that can grow under the intelligent ecology of coffee, Euler Good Cat can achieve a 500km nedc cruising range, 12 minutes charging range of 100km and 32 minutes of 30% to 80% fast charging. At the same time, the integration of 14 automatic auxiliary driving functions, easy to drive, good to park, safer to use the car. The vehicle has passed more than 400 parts experiment verification, 14 vehicle crash tests, 15,000 km + 7,000 reinforced bad road tests, escorting reliability.

In addition, Euler innovatively integrates "ecological continuous growth" into the whole life cycle of good cats, using ora-smart? continuous evolution system, artificial intelligence of vehicle software can carry out AI deep learning according to users' driving habits, and the whole vehicle fota life cycle ecology continues to upgrade, bringing a smarter and new product experience that can grow.

Overall, the Euler brand can achieve excellent results in the domestic and foreign markets, one is to create a new category of brand positioning; the other is because the product itself is hard enough to support the "user co-creation" product concept.

Globalization strategy: Euler brand to the sea success

Looking at the global automotive industry pattern, the automotive industry in developed countries is mostly a global automotive industry structure based on an export-oriented industrial pattern.

The export-oriented automobile industry structure can not only take advantage of the ability of market diversification to resist the risk of shrinking in the single market, but also will not slow down due to the saturation of the domestic market. More importantly, after the development of the export-oriented automobile industry reaches a certain stage, it will transfer production capacity overseas, thereby improving the ability of localization manufacturing and sales operations and the ability to allocate global resources.

This time in Thailand, Euler Automobile has fully introduced the brand concept, products and services into the Thai market, and the Euler brand has taken a key step in the true sense of the brand going to sea. This will also become the advancement of China's new energy vehicles from vehicle export to vehicle sales, follow-up services, brand output, etc.

But not only in Thailand, Euler's vision is a larger world.

In the future, the Euler brand is confident of becoming "the best-selling Asian bev brand in the European market", "the best-selling bev brand in the ASEAN and Indian markets" and "the top 5 in global bev brand sales". Not only that, the Euler brand will continue to help China's new energy vehicles to enter overseas, truly bring domestic "tide play" products, concepts and innovations to overseas markets, and further activate the young vitality of the global market.

The relevant person in charge of the Euler brand told the author, "The pre-sale results of Euler Good Cat Thailand give us confidence, indicating that Thailand recognizes our products." But this is just the beginning, our goal is that by 2023, Euler will achieve a leading new energy segment, with global sales of more than 1 million vehicles, and provide innovative, technological and environmental protection products for users in 30 countries around the world. ”

Relying on the R&D pattern of The Great Wall covering seven countries and ten places in Japan, Germany, the United States, India, South Korea, Austria and the "9+5" global production system, Euler Automobile is establishing a global R&D and production system to help achieve the delivery target of 1 million yuan through the transformation of industrial structure and the establishment of a collaboration and win-win mechanism.

At present, the Southeast Asian market represented by Thailand is the first stop of Euler's "going to sea", and Europe is the second stop. It is reported that in the European market, Euler Good Cat will open pre-order in December 2021 and deliver in the first quarter of 2022. In the next two years, Euler will provide more than 5 new energy intelligent models for European users, and by 2025, it will launch more than 10 global first models in Europe.

Sprinting to the global million target, Euler will also accelerate the product layout. At present, euler's main sales models are only black cats, white cats and good cats, etc., and now, euler brand matrix is constantly enriching, will achieve comprehensive coverage from a00 to b-class. It is reported that from the second half of 2021 to the first half of 2022, there will be 4 new models on the market, and each one is built according to the standard of the explosion. As the number of main sales models increases, global sales will also double.

Globalization not only means an increase in sales volumes, but also an overall increase in risk resilience. Most of the world's leading car companies have achieved leapfrog brand development through globalization strategy.

For Euler Automobile, relying on the globalization strategy opened by the Great Wall Group, it can not only lead in the fierce domestic and foreign competition, but also take the lead in reaching a higher stage of international operation. A global Euler is even more worth looking forward to.