current position:Home>From cost performance to intelligence and personalization, the game of micro electric vehicles has intensified

From cost performance to intelligence and personalization, the game of micro electric vehicles has intensified

2022-06-24 09:45:43Wechat automobile

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A00 The first-class electric vehicle market is becoming more and more convoluted .

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writing ♪ Yu Jiajin ♪

Coordinating editor Jiang Feng

Design 丨 PinZwo


Since Hongguang MINI EV After red explosion ,A00 Class a pure electric vehicle market has become a must for strategists ,QQ ice cream 、 scenery MINIEV、 Ling Bao uni And other models have entered the market , These models have activated... With the advantage of ultra-high cost performance A00 The vitality of the first-class electric vehicle market , At the same time, it also makes the market more and more inward .

if A00 The first stage of the development of the first-class electric vehicle market is to compete for cost performance , The second stage is intellectualization and personalization . Now car companies are piling up to enter A00 Electric vehicle segment , The market share is gradually diluted . Want to break , Win the biggest market cake ,A00 Only by breaking the shackles of cost performance can class a electric vehicles , And intelligence and personalization have become the new starting point of this type of vehicle .

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Sales of micro electric vehicles hit the top , Where is it wrong? ?


A00 The market sales performance of class a electric vehicles is like a roller coaster . Agatsuma MINI EV Before coming ,A00 The monthly sales of class a electric vehicles are very low , Until Hongguang MINI EV After entering the market ,A00 The market performance of the first-class electric vehicle has just ushered in a leap ,2021 The annual overall market sales volume is still as high as 81.8 Thousands of cars .

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But then 2022 In the first half of ,A00 The sales of first-class electric vehicles began to peak , For example, this year 4 month ,A00 The monthly sales volume of the first-class segment increased by only 30%, Far less than the peak period 1322.5%, The growth of sales slowed down obviously , And substantially underperformed the overall growth rate of the new energy vehicle industry . meanwhile ,A00 The market share of class a electric vehicles has also decreased significantly , From the beginning 35% All the way down to this year 4 Of the month 24.4%.

Something to say , Hongguang, known as the phenomenon class car MINI EV,2022 The sales volume also fluctuated significantly in the first half of the year , Monthly sales growth is declining , Even in 4-5 The monthly sales volume fell year-on-year . More Than This , This car started in the last two months of last year , The year-on-year growth rate of sales has been lower than that of new energy vehicles . This series of data shows ,A00 The sales volume of the first-class electric vehicle market has gradually peaked .

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actually ,A00 The development trend and trend of the segment field of class I electric vehicles A00 There are many similarities between class a fuel vehicles . That year A00 The first-class fuel car is also very beautiful , The fuel version of Chery ant 、 Chang'an Alto 、 BYD F0、 Changan Benz and other vehicles often shuttle through the streets . They solved the demand for the first car of the consumer's family .

and A00 Class a electric vehicle inherits the two advantages of low price and flexible body of fuel vehicles . in addition , current A00 Class a electric car also has a fashionable and cute shape 、 The car cost is low 、 Better driving quality , Even free green cards and no waiting in line , With super high cost performance , As the first car in life or a city car, it is very suitable for , therefore MINI EV Just entering the market can achieve explosive growth in sales .

However, the user chooses A00 The first-class electric vehicles are the same as those purchased by consumers in that year A00 The psychology of the first-class fuel vehicles is almost the same , Mainly focus on cost performance , Start a city car at a lower cost , Unfortunately, there is no brand loyalty . So for A00 For first-class electric vehicle consumers , With the improvement of economic level or the wider use of vehicles , Will choose a higher-level model , Even the distance between the dealer and home or the dealer's small preferential policies will become the key determinant of consumers' car purchase .

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in addition , In the first half of this year, the epidemic broke out 、 Russia Ukraine incident and other factors , The prices of lithium batteries and various raw and auxiliary materials have risen , Lead to A00 New energy vehicles, including class a electric vehicles, have seen a wave of price increases , Like Zero run T03 The highest rise 7 One thousand yuan , Agatsuma MINIEV/ Wuling NanoEV/ Wuling Rongguang EV The market prices of the three models The highest The increase is also close to 10000 yuan . This will inevitably lead to the loss of some customers , After all, choose A00 Users of class a electric vehicles are more interested in cost performance . This is an important reason for the slowdown in sales growth of micro electric vehicles .

The price of raw materials is still high , There is even a trend of further improvement , and A00 Simply raising the price of class a electric vehicle is bound to be detrimental to its own development , But not raising the market price will lead to low profits or losses , Need to know , Euler black cat 、 Euler white cat 、 Changan Benben E-Star Many models, such as the national model, have been discontinued due to low profits . So for A00 For class a electric vehicles , The era of value for money is over , Next, we need to find new selling points to attract consumers , And improve the premium capability of the vehicle .

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Play smart and personalized , It can improve the premium ability ?


promote A00 Premium capability of class a pure electric vehicle , Wuling Automobile has thought about it for a long time , Baojun launched E300 It is used to lead Wuling micro electric vehicle family upward , There is a comparison MINI EV Larger body size 、 Richer intelligent configuration 、 Longer range . Unfortunately, its price is 6.58 10000 yuan start , The top version is up to 8.58 Ten thousand yuan . This is already the price range of autonomous compact fuel cars , So under the same budget , Most consumers are certainly more willing to choose without charging and endurance anxiety 、 Fuel cars with better practicability . Final Baojun E300 At the macro level MINI EV Under the light of the halo, no brilliant achievements have been made .

With a lesson from the past , At present, car enterprises will not simply improve through heap configuration A00 The price of pure electric vehicles , But on the basis of ensuring that the price is close to the people , Selectively add intelligent configuration and pursue personalization .

Chang'an, which entered the market not long ago Lumin, The endurance is not long , The price is just 4.89-6.39 Ten thousand yuan , But it's all standard 7 Inch full LCD Meter and 10.25 Inch central control touch screen , Even though there are not many integrated functions , But the visual impression is more scientific and intelligent , It is more suitable for young people's taste . Besides , BAIC makes Yuanbao at the pre-sale price (3.49-4.99 Ten thousand yuan ) And power system performance A00 Level of class a electric vehicle , Also provided 10.25 Inch conjoined intelligent large screen 、 Voice interaction system 、360° Panoramic image configuration . Chery, which just went public QQ Ice cream peach delight is also sold 4.752-5.752 Ten thousand yuan , The endurance is not up to 200 km , But 8 Inch center control screen , There are even wechat login 、 Voice wake-up and other functions .

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A00 Another trend of class a pure electric vehicles is personalization , Such as baojun E300 By renaming Baojun KiWi EV After that, it became a fashionable product walking in the forefront of fashion , Bind various fashion resources , Completely become a fashionable toy , So I can see Baojun KiWi EV Various customized models enter the market . meanwhile , Agatsuma MINIEV It has also brought the macarone version 、GAMEBOY edition 、 Retro modified version, etc , And Chery QQ Ice cream has also launched the peach delight version .

therefore , After that , Intelligence and personalization will be A00 The new starting point of class a electric vehicle , also A00 Class a pure electric vehicle does not blindly pursue the intelligent vehicle experience on the driving assistance system , More focus on vehicle and machine functions , Improve the convenience of using the car through more entertainment configurations . meanwhile , This type of car also combines fashion trends , Launch various special customized models to meet the personalized pursuit of young people . future , Who can control the price and get close to the people , Provide richer intelligent configuration and more fashionable appearance , Who can be in A00 Class a pure electric vehicle market leads the development .

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A00 The development law of the class a pure electric vehicle market is largely the same as that of the independent vehicle enterprises , At the initial stage of development, the company relies on high cost performance to gain market recognition . When such models expand to a certain market share , The tool attributes can no longer meet the needs of consumers , You need to upgrade from the pursuit of cost performance to the quality price ratio . It means , future A00 The inner rolling phenomenon of class a pure electric vehicle is becoming more and more serious , Competition points will be more diversified .

For now ,A00 The intelligent and personalized design of class a pure electric vehicle is the trend , Maybe in the near future , Endurance performance and space will also become A00 The starting point of class a pure electric vehicle . What car companies need to do is to reduce costs , Gradually improve the ability of technology integration , To enhance the comprehensive strength of the vehicle .
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