Wei Pai: the product is applauded, but why is the sales volume still frustrated

  

drive 318 The best partner of national highway

  

lately , One of my brothers participated in the wisdom trip held by Wei Pai G318 The journey , Then send me a message saying ：“ Drive the Mocha DHT-PHEV go 318 The national highway is really cool .” My brother walked by several times 318 The national highway , In addition to his first experience, he was full of admiration , He didn't say anything later .

  

It seems , mocha DHT-PHEV His product power really moved him .

  

It's no wonder , As one of the few luxury in China PHEV, mocha DHT-PHEV It is really suitable for completing “ drive 318 The national highway ” This kind of long-distance task .

  

First , Its comprehensive endurance is very long when it is full of oil and electricity ,WLTC Under working conditions, it can achieve 1000+km. Need to know , From Shanghai , Finally, the friendship bridge in Tibet 318 The national highway , Full length talent 5476 km . If you are careful enough , You can run the whole course for 3000 yuan ,5 It's only a few hundred yuan for individuals to share .

  

According to Wei brand CMO Qiao Xinyu's statement ：“ mocha DHT-PHEV Will become the world's first G318 The model with the least number of energy replenishment .”

  

  

secondly , mocha DHT-PHEV The pure electric mileage of is very long , It is the first pure electric range breakthrough in China 200 Kilometers PHEV.

  

High altitude , Should be 318 One of the most challenging difficulties of national highway . Starting from Chengdu ,318 The altitude of the national highway keeps going up , Reach... At the highest point 5013 rice . Such an altitude , Not only for people , It is also a big challenge to the dynamics of the vehicle . At this time , Mocha that can drive for a long time DHT-PHEV It can ensure strong power output to the greatest extent .

  

  

Again , mocha DHT-PHEV The ultimate luxury configuration of will make this trip “ Recall the journey of bitterness and sweetness ” Become much more relaxed .

  

If you've been to Tibet , You must have heard a sentence ：“ Eyes in heaven , Body in hell .” Because although the scenery in Tibet is beautiful , But the geographical environment at high altitude will make your brain lack oxygen , The brain is buzzing all day . At this time , Comfortable riding environment is very important .

  

in the first place , mocha DHT-PHEV The whole car NVH The control is quite good , Qiao Xinyu revealed , This time, 318 The journey , They will challenge NVH The lowest decibel . in addition , It's also equipped with AQS+ Anion air purification +PM2.5+N95 Air purification functions such as grade a air conditioner filtration , Ensure the air quality in the passenger compartment as much as possible .

  

both , mocha DHT-PHEV It also comes with NOH Intelligent pilot assisted driving system , It can greatly reduce the burden of long-distance driving . It is said that , At this time 318 The journey , They will use this system to challenge the most difficult urban viaduct in the field of intelligent driving , If you can challenge success , This is the first case in the world .

  

  

Because of mocha DHT-PHEV It has outstanding performance in all aspects , Qiao Xinyu had the confidence to say ：“318 National Highway and mocha DHT-PHEV It's natural ‘ Best partner ’.”

  

Good is not good ？

  

I believe it's not just my brother , Anyone who has test driven a Mocha DHT-PHEV People will be impressed by its quiet and comfortable riding atmosphere 、 Strong and smooth power experience and luxurious interior decoration . But unfortunately , mocha DHT-PHEV Such a strong product force , There was no strong market response , Once again, do you want to be seated .

  

Since this year, 3 Since its launch in June , mocha DHT-PHEV By 5 The cumulative sales volume in this month is only 1862 car , Not as good as many at the same price PHEV A fraction of monthly sales .

  

Not only Mocha DHT-PHEV, Many electric vehicles under Wei brand , Sales are not very good , One of the best selling lattes DHT, list 5 The cumulative sales volume in the past three months is only 11347 car ; Macchiatto DHT It has been listed for nearly one year , The cumulative sales volume is only 6294 car , Its plug-in hybrid version , The cumulative sales volume in half a year is less than 1000 .

  

  

This sales volume , If it was put more than a year ago ,PHEV It has not been widely recognized by the market , It's understandable , But now ,PHEV The market has become the segment with the fastest growth rate in the automotive industry ： Before this year 5 Months ,PHEV The cumulative sales volume of the market is close to 40 Thousands of cars , Year on year growth of more than 200%—— yes BEV Twice the market .

  

There is no rising tide , There may be some problems . And this question , in my opinion , Maybe it's the brand —— Over the years , Wei Pai has not had a truly iconic “ Win the battle ” To promote its brand awareness .

  

  

Zai Zhixing G318 Before the event , Wei Pai cooperated with CCTV in a “ Don't to logo On Heroes ” Of TVC, Trying to put aside the brand value and directly compete with a number of luxury brands 、 technology . Undeniable? , This reflects Wei brand's confidence in its hard core competitiveness . I am also convinced that in this PK in , Its products are no less powerful than other luxury brands .

  

However , To the high-end market of more than 300000 , We can really get rid of LOGO Let's talk about heroes ？ If possible , How can Volkswagen Phaeton, the main model with a price of less than one million, lose to Audi, which is of the same origin but with a higher price A8, Finally, it fell to the point of shutdown ？

  

In the high-end market , Sensibility will overwhelm rationality .

  

I used to buy BBA Forty five percent of people have recommended Chinese high-end brands like Wei brand , Say their products , Power is stronger , Lower fuel consumption , More configuration , The price is cheaper , It's worth getting started . However , Most of them have learned , But in the end, I went to BBA In my arms , And throw me a word ：

  

“ Good is good , but BBA Also not bad .”

  

Yes , Since they are almost , Since the money is not bad , Then why not choose a brand with higher brand awareness , At least it looks more dignified . Maybe , Try to use better product power , Lower prices to shake BBA The status of , Is a futile .

  

  

The new force of car making that was once not favored by people , Now it's very impressive , Because they did one thing right ： Start from a niche market , Slowly recognized by the market , Grow up from childhood .

  

As you can see , In the high-end market, there are still good sales ideals and Weilai , Without exception, they are aiming BBA Such as a niche market that many luxury brands have not taken into account ： When Wei came to make pure electricity , No one in the traditional luxury brands has really taken electrification seriously ; Ideal is to avoid its edge , Aim directly at the positioning of the daddy's car , Start a blue ocean business .

  

However , Wei brand has been competing with the market , With lattes and Macchiato and Toyota 、 Honda's main product competition , Use mocha and BBA The trump car broke the wrist .

  

The end , We can all see that ！

  

Wei pai in the difficult transformation

  

Although Wei Pai is in trouble now , But I'm still full of hope for it .

  

in the first place , Wei Pai has nothing “ Brand negative equity ”, From the beginning of its birth, we have been conscientiously making products , Perfect the product experience , Just looking for the wrong way , Just hit the south wall .

  

both , People who have experienced Wei brand products , It is estimated that they will have a good impression . This kind of favor , It's not about its configuration , How about its material , But its user experience is really good . Take a simple example . mocha DHT-PHEV Air conditioning control screen , Let me see that the blind operation of touch screen can be so convenient .

  

  

Again , Wei Pai has a deep technical accumulation , Also dare to use new technology ： The first one is Qualcomm 8155 Chip fuel car , It's Wei brand Mocha ; The first pure electric endurance exceeds 200 Kilometers PHEV, It's mocha DHT-PHEV; WeiPai is also the third car company in the world to realize the full stack self-developed intelligent driving assistance system , Its intelligent navigation assistance system NOH It has also been put into mass production .

  

At this time 318 During the trip , mocha DHT-PHEV And create 20 Several high-end new energy global records , You can see the strength .

  

  

Next , What Wei Pai needs to do , Is to change its brand positioning .

  

Of course , Products in the mainstream market , Wei Pai will not give up . Latte DHT-PHEV It will be here 7 Month comes to consumers . This is of great help to boost the sales of Wei brand , After all 20 Within ten thousand PHEV Still too few , In particular, there are few models that can provide luxury experience .

  

While attacking the mainstream market , Wei brand will also attack the differentiated market ： Next , Wei brand will also launch a six seat SUV（ Tentative name C01）; in addition , Retro fashion driving series —— Dream and another compact product —— They will also meet with consumers soon . The most important , Wei Pai will not only focus on SUV, It will strengthen the car 、MPV product line .

  

“ In the future, WeiPai will continue to have insight into user needs , Continue to provide consumers with more diversified products .” Qiao Xinyu added at the end . We have reason to believe , Wei Pai, who is determined to follow the differentiation route , Since we can achieve the ultimate user experience , Naturally, we can also find the blue ocean market that high-end users need .（ writing | Daxiong ）