At the opening of the 22 Beijing Auto Show, our plan to find a new car "class representative" is underway. What is this article about in E3 Pavilion? Euler's good cat can also be said to be one of the hot new energy vehicles at this auto show.
since great wall motor tasted the sweetness of "global fame", it has gradually released itself. Not only are all kinds of naming activities for new cars held as usual, but even the officials themselves are getting more and more grounded. Take Harvard Big Dog as an example, the official has also crowned the vehicle configuration with "dog name", such as husky, Labrador, horse dog and so on.
obviously, great wall motor has mastered the essence of this game.
Not long ago, Euler, a brand of new energy vehicles under Great Wall Motor, officially changed the names of all its products. Except for IQ, the ancestor model, all the other models are named as "cats". That's true, cats and dogs don't leave home … including black cats, white cats and good cats that have just appeared.
The protagonist of this article is naturally the good cat car, and its special positioning is also worthy of our careful appreciation. But before I talk about products, I still want to talk about the advantages of network naming, and why it can help the Great Wall get such huge traffic?
● Online naming will make consumers feel a sense of belonging from the side
In fact, this form of "online naming" appeared a long time ago, but it is the first time to put it on such an important matter as "vehicle naming". Obviously, Great Wall Motor must have done research inside, knowing that several traditional names (such as vagrants and hikers) can't make netizens who love delicious melons happy, so the magic name of "big dog, lightning cannon and comfort" has been added to the options.
When netizens enthusiastically put the name Big Dog in the first place, they actually got double satisfaction. The value of this ticket comes from myself, because my choice has changed the result, increased the sense of participation and satisfied the psychology of eating melons. The other one comes from the sense of belonging. When netizens really include the Haval big dog in the car purchase list, this car may be "flipped" to a higher degree than other cars, because the big dog's name is his own.
Therefore, the operation of Great Wall Motor can be described as a win-win situation. Compared with any fancy stunt or selling point, the publicity effect is much better.
● Official playing with stalks is the most deadly
Official playing with stalks is nothing new, but it is the first time to play with stalks so big.
And for the Great Wall, which has always been traditional and conservative, it was a very successful official stunt. Or a new attempt in marketing.
In addition, this "naming storm" has not stopped yet. Not long ago, Great Wall Motor opened a global campaign to name the body color of Euler Good Cat. After reading the options, you will feel as much as I do that the Great Wall has changed a lot.
It's so white, especially blue, really gold and forgiving green ... It must be said that Great Wall Motor not only released itself, but also came back with its unique skills from Google. However, the publicity results show that most of the color names of Euler's good cats are traditional except "good white", which is quite surprising.
● Analysis of new cars
Having finished my understanding of network naming, let's formally look at new cars. Euler Good Cat brought a lot of traffic after it went on the market. In the face of such a car, its product performance is far more important than a name.
Exterior design | Looks like 911
After the debut of Euler Good Cat, overwhelming comments are saying that this car looks like a Porsche 911. Indeed, if you look from the bottom up, the bumps and headlights on both sides of the hood do have the "inner smell" of 911, but if you look at it as a whole, of course, it is more "similar".
The reason for this similarity comes from Porsche designer Emmon Delta, because he is the main designer of this car. The overall appearance of Euler's good cat is a typical "budding" design, and the shape of frog face is also easy to impress the current female consumers. And according to the official, this is the first new energy vehicle created by the Great Wall Lemon+Coffee Intelligent Platform.
the length, width and height of the vehicle are 4235x1825x1596mm, and the wheelbase is 265mm. In terms of size, Euler Good Cat is between mini-cars and small cars, and its main positioning is urban transportation and urban travel.
the reason why I say that Euler's good cat is not entirely shaped like 911, the biggest reason is the tail. The design of the whole rear of the car is extremely original, and it is difficult to see any traces of reference or imitation. The large rear windshield provides a good view for the central rearview mirror, and the matching of contrast colors also retains more fashion elements.
interior design | translation translation, what is a surprise
the interior of Euler's good cat is definitely one of the surprises. First of all, the interior of the vehicle has a strong sense of exquisiteness, and the visually visible parts are spliced with different colors of materials. Secondly, although the design of the central large screen is not uncommon, it is still considered "unique" in the same class. The whole center console is very simple, and there is no feeling of clutter and complexity, which is the same as the trend of interior design of the Great Wall in recent years.
In fact, the Euler Good Cat is a rare car that pursues retro in the interior in recent years. Whether it is a diamond-shaped grain decoration or a double-frame steering wheel, it basically has a little taste of the old MINI. It can also be seen from the retro style that most of the main consumer groups of this car should be women.
Powertrain | There is nothing wrong with reactive power, what is needed is a word "stability"
In terms of powertrain, the performance of Euler's good cat can be said to be indispensable. The vehicle is expected to be equipped with a model TZ153XS drive motor produced by United Automotive Electronics Co., Ltd., with a maximum power of 15kW and a maximum torque of 21N·m, a NEDC cruising range of 51km and a power consumption of 13.2kWh/1km under working conditions.
the data shows that the performance is quite satisfactory, and there is no problem in meeting the needs of consumers at this level.
In addition, on the power battery, Euler Good Cat will be equipped with ternary lithium-ion battery pack produced by Honeycomb Energy with a mass density of 177.2Wh/kg. You know, "Honeycomb Energy" is Great Wall's own battery company, so Euler has also achieved self-sufficiency in power batteries. Not surprisingly, "Honeycomb Energy" is likely to sell power batteries to other manufacturers as an independent battery supplier.
Comments:
In recent years, many companies have begun to try to transform and break the circle. Judging from the reputation of netizens, the change of Great Wall Motor is undoubtedly successful. Attract people's attention by online name-seeking, and then ask a master designer to endorse it, and finally put a model with excellent product strength on the market. This series of operations, like "combination boxing", each punch can hit the psychological defense of consumers.
from the product point of view, Euler's good cat is already very good. But if it still follows the previous propaganda method, it is likely to be submerged in many products. Good products are important, but marketing is also strategic. As consumers continue to strengthen the impression that "Great Wall Motor likes to sign names", its "old-fashioned, old-fashioned" impression in consumers' minds is also disappearing a little.
This article comes from the author of Chejia, car home, and does not represent car home's standpoint.