Latte dht-phev products are very popular. Will the sales volume make Li Ruifeng figure it out?

author | Chen Hui

Coordinating editor | Liu Jihao

Editor in chief | Zhao Wenhua

7 month 25 Friday night , Wei's compact plug-in hybrid model latte DHT-PHEV list , New car launches 3 Product configuration , The price is 22.9 ten thousand -26.3 Ten thousand yuan .

honestly , When you see this price , I'm a little confused , Because the pre price range of this car is 23 ten thousand -25 ten thousand , Although the final starting price is a little lower than the pre price , But the top price is higher than the pre price 1.3 Ten thousand yuan , This is inconsistent with the industry practice that the official selling price is lower than the pre selling price . What medicine is in Wei's gourd ？

product , Value for money

You should remember Wei Pai some time ago CEO Li Ruifeng tore up Huawei and Yu Chengdong . Li Ruifeng posted through Weibo , Publicly attack “ The incremental hybrid technology used by the world is backward ”, said “ It is used by our own car DHT Plug and mix technology is more advanced , Energy saving effect is better ”. in fact , The aftermath of this matter is still pending , It's in the latte DHT-PHEV At the launch of , Wei Pai CMO Qiao Xinyu has also made comparisons with their backward hybrid technology of incremental programming for many times .

No matter how users perceive , Just look at the application scenarios of Technology , Developed by the great wall itself DHT-PHEV Our hybrid technology is really good ： There are many combined working modes of motor and engine , Including parallel 、 Series and independent drive modes , And two direct drive gears are designed , To meet the low-speed motor more efficient , And high-speed engines need more efficient working conditions . In short , Great Wall this set of intelligence DHT The working range of series parallel technology for efficient operation is wider , The fuel saving effect will be better in theory .

Data as proof ： carrying 34kWh Latte of battery pack DHT-PHEV The two-wheel drive version is WLTC The pure electric endurance mileage under working condition is 184 km , The 4WD version is 155 km , Even when the battery is low , Its fuel consumption can also be achieved 5.4L/100km.

motivation , Latte DHT-PHEV It's also worth mentioning . Take the 4WD version as an example , Its power system consists of two drive motors and two gears DHT Of 1.5T The engine . At low speed, it is driven by motor , The power feeling is the same as that of electric cars , Respond positively , The power output is surging ; Enter high-speed cruise , The action of switching to engine direct drive is very delicate , If it weren't for the sound of the engine , The driver can't even feel that he has changed to direct drive . When accelerating rapidly , Because the engine and motor are driven at the same time , Its acceleration performance is also excellent , The official acceleration time of the 4WD version is only 5.2 second .

In addition to power , Latte DHT-PHEV We can say that we have done a good job in other aspects . For example, intelligent driving assistance system , The new car is equipped with ultra-high precision detection devices as many as 27 individual , among , external 5 A millimeter wave radar plus 1 An intelligent front view camera , To achieve HWA Advanced intelligent driving assistance ;12 An ultrasonic radar plus 4 A high-definition look around camera , To realize intelligent parking ; In vehicle 1 Millimeter wave radar to monitor vital signs . Besides , Plantain 、 In vehicle 、 The car is also equipped with 4 A HD camera , Carry out real-time monitoring around the car body .

before , I'm in a latte DHT-PHEV I've experienced HWA Advanced intelligent driving assistance system , Really good performance ： The car following operation is very delicate , The recognition of lane lines is very accurate , On closed roads , I can safely leave the driving work to it , You only need to pay attention to whether there will be special conditions on the road . There is only a small slot in the operation , That is, it hides the control paddle of intelligent driving assistance behind the steering wheel , Not very easy , It is not conducive to blind operation when driving .

Other configuration , Such as smart car machine 、 Body safety 、 Comfortable configuration 、 Interior materials and other links , Latte DHT-PHEV Your consideration is considerate . Ask the boundary close to the price M5 contrast , Some details even have a slight advantage .

brand , It's embarrassing again

If it's a latte DHT-PHEV What's hanging is AITO The logo of , I believe its sales volume will increase visibly —— This is just a beautiful assumption , The reality is latte DHT-PHEV There is no big splash in the terminal market .

Why is reality so unkind to it ？ This is because Wei brand limited its pricing from the beginning . Born in 2017 Wei pai in , Once a pioneer of high-end Chinese brands . However, its high-end performance is not comprehensive , On the one hand, the product itself has some shortcomings , For example, early models VV7 High fuel consumption , On the other hand, in order to offset sales , Always put pricing on 15 Ten thousand yuan or so ,20 Ten thousand yuan already belongs to the ceiling of the ceiling .

Brand premium is like a city gate , Chengmen's disqualification is bound to affect its models , Including two hybrid models of Latte . Take a latte DHT（ That is, charging is not supported HEV models ） Contrast , Its price is 17.98 ten thousand -18.98 ten thousand , At present, there are nearly 2 Ten thousand yuan discount , Even so , Sales are still not ideal . Nowadays lattes DHT-PHEV There is an additional charging function , You can hang a green card , But the price has increased 5 ten thousand -9 Wan Wan , I'm afraid it's hard to say “ More advanced technology ” Can persuade consumers to pay for this .

It is said that “ On which hill , Which mountain brother to sing ”, Although Latte DHT-PHEV Leading technology 、 The configuration is also very high , The overall design and process are trying to keep up with the high-end , Even better than asking questions in some aspects M5, But I'm still worried about its sales . After all, it's not the manufacturer's idea to set a price , But consumers feel , On the cognition of consumers , Wei brand and Huawei are not on the same mountain —— Even if there are 10000 Li Ruifeng can't figure it out , You have to understand the brand thing .

At the end

It is said that brand is a metaphysics , This is the fact. .

as everyone knows , Limited by the inherent cognition of consumers , Domestic traditional brands collectively face brand problems , Have to set up another portal to improve brand competitiveness , The Great Wall pushes Wei sect 、 tanks , Chang'an pushes avita 、 Geely trinket and krypton are based on this background . It's just , Wei brand has experienced several twists and turns in its development , Now it switches from the fuel car track to the new energy track , But the building of high-end human equipment is always under heated .

Compared with honest traditional car companies , With “ Wei Xiaoli ” Internet car companies represented by no doubt know more about business , In other words, we should have a better understanding of the psychology of Chinese users . No experience in making cars 、 They didn't even have factories. They were new at the beginning , It brings the price to the high-end or even luxury range . This trick is really useful , Now pull someone by the roadside and ask , They all think “ Wei Xiaoli ” And ask the world is “ Senior title ”, And Wei card can only be counted “ Intermediate title ”. What brand history 、 Brand precipitation , It doesn't exist in the hearts of Chinese users .

The reason why Li Ruifeng “ can't follow the reasoning ”, That's why . But what can we do ？ In a short time , The inherent cognition of consumers is difficult to change . Even the Great Wall DHT More advanced technology , Latte DHT-PHEV Our comprehensive strength has also reached that point , But when consumers choose new energy models at the same level , Probably, we will first consider those new energy brands that look very high-end .

Wang Zengqi said , In the matter of face , The whole world can't compare with our Chinese .

On this question , Do you have different views ？ Welcome to interact with us in the comments area .

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