The first pure electric sedan in the Volkswagen ID series, the FAW-Volkswagen IDThe 7 Vizzion was recently launched, with a total of four modelsThe price is 2277.77 million yuan-2627.77 million yuan. After seeing this, the feeling of the electric foal is "mixed".
Happily, the public showed sincerity.
Without considering the market terminal selling price, ID7's ** has basically achieved the "same price of oil and electricity", and the same level of B-class fuel models such as Magotan, Passat, and Camry are not much different in **.
And in terms of configuration level, spatial performance, etc., id7. The product competitiveness is also stronger than that of fuel vehicles of the same level. Considering that the current ID series models on sale have tens of thousands of terminal discounts, the future ID7. It is not impossible for the actual price to drop to less than 200,000 yuan. So, in terms of product price-performance ratio, ID7. Compared with the same level of fuel vehicles, it actually has more advantages.
If you don't think that's sincere enough, then as a contrast, idThe price in 7 European countries is 56,995 euros, which is about 44 yuan60,000 yuan. That is, id7. You can buy it at home with only half a discount abroad, is it a surprise enough?
And then there's the worry, idThe 200,000-level price range in which 7 is located is undoubtedly one of the most competitive and involuted automobile markets in China.
It is not only the main battlefield of traditional joint venture brand fuel vehicles, but also the mainstream market of new energy vehicles. In terms of product parameters alone, ID7. Compared with a number of independent brand new energy vehicles at the same price, it is obviously slightly inferior.
So here comes the question, even if id7 took out the best sincerity, but in the face of a group of independent brand players with extremely high combat power in the same price range, idThe future of 7 is still worrying.
id.7. Is there no chance for it?Of course not, Electric Pony has summarized these three points, and if you do it well, there must be a play!
First, talk about product positioning
According to the description of the material, IDThe product positioning of 7 is "the global pure electric flagship sedan", and this positioning electric horse feels a bit "mediocre". Looking at the entire market, all the products that have been said in the past and those with relatively high-end positioning are all in the name of flagship, resulting in the word "flagship" being rotten now.
Volkswagen ID7. It is better to "deal with yourself".Electric foal has a better product positioning——"The only joint venture brand B-segment electric vehicle in the market".
Yes, looking at the current B-segment pure electric car market, among the joint venture brands, only Volkswagen has launched a pure electric product, which is ID7。In other words,id.The 7 is currently the only joint venture brand B-segment electric vehicle in the market. If the public promotes and spreads this as a main selling point, the gimmick and topic will immediately start.
What's more, IDThe arrival of 7,It fills the gap in the market of "joint venture brand B-class pure electric vehicles".So that many users have new options.
When many users switch from fuel vehicles to electric vehicles, they are not very interested in intelligent configuration and acceleration performance, but pay more attention to brand power, safety and quality, and after-sales guarantee. Therefore, such consumers tend to consider joint venture brands more often.
Therefore, when such users consider buying a mid-level pure electric car with a budget of about 200,000 yuan, at least for the time being, they can only buy Volkswagen ID7。Therefore, if Volkswagen takes "the only joint venture brand B-class pure electric vehicle in the market" as its product positioning, it is bound to attract the attention and purchase of many users.
Secondly, it should be noted that in the market segment of about 200,000, there are not many products that can sell more than 10,000 per month.
In the recent November sales list, only the Tesla Model 3 and BYD Han and Seal made the list, and the latter sales mainly come from hybrid models. That is to say,The 200,000-level pure electric mid-level sedan market still belongs to the blue ocean market, and there is a lack of explosive car products.
Previously, Electric Pony and Dongfeng Motor's marketing leaders talked about this issue. They believe that at the price of 200,000, consumers should have a little face when buying a car, that is, brand power. No matter how "mentally retarded" these products are in terms of intelligence such as Passat and Accord, they are indeed more recognized than independent brands in terms of brand power. Therefore, this is why although independent brands have launched many very competitive mid-level pure electric cars, only BYD has succeeded.
In short, in the new energy track, the product power of independent brands is indeed stronger, but it has to be admitted that in medium-sized cars, especially in the range of 20-300,000 yuan, it is still the world of joint venture brands. Especially when many users upgrade their consumption to medium-sized cars, or directly exchange for joint venture brands, joint venture brands still have a strong appeal.
In this way, Volkswagen ID7. As long as the product positioning of "the only joint venture brand B-class pure electric vehicle in the same class" is held, it will inevitably have great appeal.
Second, talk about safety advantages
Whether it is in the era of fuel vehicles or new energy vehicles, safety is a great importance for consumers. It's just that in terms of the degree of attention, consumers obviously have a higher or even "zero tolerance" for new energy vehicles.
Why?Because since the popularization of new energy, there has been an endless stream of news about safety accidents such as spontaneous combustion, and it has to be admitted that new energy vehicles are more likely to spontaneously combust than fuel vehicles. Therefore, everyone will be more concerned about the safety of new energy vehicles.
In terms of safety, this time Volkswagen ID7. It can be said that a lot of effort has been put in. For example, the new car is designed according to the C-NCAP five-star and C-IASI good standards in the development stageIn the production process, the new car adopts a high-strength steel-aluminum hybrid body, with high-strength and ultra-high-strength steel accounting for up to 81%, and the torsional rigidity of the body exceeds 46,100 N·m deg;During the inspection process, 73 vehicle crash tests were carried out, and the entire test process cost 32 new vehicles.
Especially when it comes to batteries, ID7 Each cell is 100% monitored, and the control parameters of a single cell are more than 6800. More than that, on a single parameter, id7 Not only is it required to meet the standard, but at the same time it is at least 10% higher than the industry standard.
It is understood that from battery cells, modules to battery packs, ID7 As many as 436 safety tests have been carried out, and with the "armor battery" shell structure, the battery safety will also be greatly improved.
Although pure electric vehicles have been developed in China's auto market for many years, safety issues have always been a lingering haze in the minds of consumers. Whoever can truly label brands and products as "safe" is absolutely like a god assist in the transition to electrification. And if ID7. If you can talk about your own safety advantages well, and even turn them into product labels, you are not afraid that no one will pay.
Third, talk about the value of the product
Even if the IDThe 7 is currently the only joint venture brand pure electric sedan in the market, even if ID7. It has excellent safety performance. But because of these two points, consumers can completely ignore the battery life, space, performance, intelligence and other product power.
But as we said earlier, if ID7 and the same price of the independent brand spelling parameters, really can't compare.
If you can't compare, then you can compare it in another way!
1. Spell "real battery life".
In terms of battery life, IDThe rear-wheel drive version of the 7 is equipped with an 84The 8kWh ternary lithium battery can provide a CLTC range of 642km, while the four-wheel drive version has a CLTC range of 570km and supports fast charging of up to 100kW.
Judging by the cruising range, ID7Compared with the endurance of independent brands at the same level, there is indeed a gap. But,id.7. The excellent place is not the "official battery life", but its "real battery life".
The official inflated mileage figure has always been one of the pain points of electric vehicle users. Unlike many brands that convert mileage in equal proportions according to the amount of electricity, the Volkswagen IDThe display mileage of the series is based on the intelligent calculation of the owner's driving Xi, which provides a more scientific reference for the actual mileage.
Electric foal has test-driven many Volkswagen IDmodel, it was found that the actual range and official range of Volkswagen are indeed very close.
Take ID7. According to the previous measurement of the single-motor version of the electric horse, the actual energy consumption of half high-speed and half urban area is about 14-15kWh 100 kmThe actual range of the 7 is not much different from the official data.
2. Pinde driving control quality.
On Acceleration, Volkswagen ID7. The four-wheel drive performance version also does not roll its own brand. However, in today's era of electrification, where acceleration is becoming more and more "worthless", excellent driving quality is even more precious.
As we all know, driving control has always been the "golden signboard" of Volkswagen, according to the test drive experience of the electric horse, ID7. Whether it is the stability of the chassis, the filtration performance on the ground, and the steering feel, etc., it fully adheres to the driving control level of Volkswagen in fuel vehicles, or even better.
On the one hand, thanks to the congenital 50:50 front-to-rear axle-to-load ratio of the MEB pure electric platform, the ID7. More stable at high speeds. On the other hand, it's IDThe 7 is equipped with multi-layer soundproof glass as standard, and in addition to the excellent NVH of the tram itself, it makes the ID7. More advanced dynamic experience.
3. Fight for the strongest intelligent strength of the joint venture.
In terms of intelligence, if compared with independent brands such as Xiaopeng, Zhiji and Huawei, ID7 is undoubtedly slightly inferior, but placed in the joint venture brand, ID7 is definitely a proper first echelon.
This time id7The upgrade in intelligence is indeed great, the central control screen has been updated to 15 inches, the resolution has reached 2,240 1,260, the memory is 16 GB, and the car machine system has been updated to ID os 2.0。
In terms of specific experience, id7. The smoothness of this set of car machines is much better than the current ID model, and it can be said that it is one of the smoothest car machines in the current joint venture brand. In terms of functionality, common third-party functions such as iQiyi and Gaode maps are also adapted.
On the voice system, id7. Replaced with the latest version of iFLYTEK, and the experience has made a qualitative leap. Although it is still not as powerful as the new force, it is much easier to use than the voice system of many joint venture brands.
It is understood that Volkswagen transferred the development power of the car machine from Germany to China, and from ID7 from the perspective of intelligent experience, Volkswagen's approach is simply too wise.
Finally, in terms of intelligent driving, ID7Upgraded to TR**EL Assist 30 ，In ta 20 has upgraded the command lane change function, and the lane change can be completed with a flick of the turn signal. After Volkswagen adds the command lane change function, it can at least be on par with the mainstream L2 intelligent driving function at the basic assisted driving level. However, in the face of high-end assisted driving of independent brands, traditional joint venture brands, including Volkswagen, still have a long way to go.
However, Volkswagen's current wholly-owned subsidiary, Cariad, which is also responsible for software development, is working with Horizon Robotics to provide advanced driver assistance solutions. If Volkswagen can get on the high-end intelligent driving solution as soon as possible, it will not only be able to make up for its shortcomings, but also stabilize Volkswagen's position as the first brother in the joint venture brand.
To sum up, when talking about product power, what the public has to do is to enlarge its own longboard as much as possible. However, this premise is that there can be no shortcomings in their own products. The product should be as comprehensive as possible, and at the same time, highlight its own longboard advantages. Otherwise, it is only a desire to cover up the defects of their own products.
Obviously, Volkswagen ID7 did that. In terms of power, space, endurance and configuration, on the basis of meeting the needs of users, it also has solid battery life, German driving control quality, and the best car machine system in the joint venture brand and other longboard advantages.
Summary of the electric foal
id.The importance of 7 is self-evident, it is Volkswagen's electrification transformation 2The first masterpiece of the 0 stage is also the pinnacle of Volkswagen's mid-level car market in the era of electrification, and it has a strong vane significance. So, id7 must be sold well. In order to sell well, id7. Compared with the previous ID model, the product has indeed been upgraded stronger and more comprehensively. It's just that this is not enough, in the face of independent brand products at the same price that have been "rolled to the edge of the sky", ID7. It is necessary to talk about product positioning, safety labels, and product value. Talking about these three points, id7 will be more dramatic!