The car market is tragic, and there is no model that can dominate the world. This is what the outgoing year 2023 tells us: if a brand wants to survive, it must have its own clearer positioning;If a car wants to become popular, it must be vertically and vertically into the subdivision scene. The Alpha T5, a pure electric compact SUV launched on the 27th, adds another footnote to this, which may also be the finale of this year's scenario-based car.
ARCFOX Alpha T5, 15580,000 yuan to 19The official guide price of 980,000 yuan is very sincere. At the press conference, Dai Kangwei, Secretary of the Party Committee and General Manager of BAIC New Energy, said: The arrival of the all-eugenic T5 is an all-round hexagonal warrior who guards happiness, and it is also a good partner to help the all-eugenics in multiple scenarios such as family, parenting, self, work, and socialization, and it is a gift of love to Chinese families.
Dai Kangwei, Secretary of the Party Committee and General Manager of BAIC New Energy.
BAIC Blue Valley may be the first car company in the automotive industry to invest heavily in the research of scenarios, target groups and technical solution convergence system, they believe that homogeneous automotive products cannot meet the diverse consumption needs of the younger generation of consumers, so they learn from the product development model of ICT companies and introduce the concept of scenario-based development, so that the car carrying the mission of "third space" after the home and office can be customized according to different scenarios and needs to meet the different needs of different consumers. From the ARCFOX Alpha S T Forest Edition, the ARCFOX Alpha Advance Edition, to the ARCFOX Koala, and then to the ARCFOX Alpha T5, the ARCFOX brand will usher in the fourth new model in 2023, and BAIC Blue Valley's path of "scenario-based car manufacturing" has become clearer and clearer.
ARCFOX Koala is the first landing model of ARCFOX "scenario-based car", positioned to provide customized solutions for the specific scene needs of parent-child travel people, known as "the world's first intelligent parent-child car", and the market response has been better than expected since its launch on September 20. In this car, BAIC Blue Valley has a deep insight into the parent-child travel car needs of the post-90s and post-95 "new assertive mothers" group, and takes the lead in responding to the group standard of "Mother-and-Child Friendly Cars" issued by the China Maternal and Child Health Association, and raises the standard to a new height. Focusing on the in-depth needs of the parent-child travel market for safety, respiratory health, contact health, comfort and convenience, Kaola has created a warm parent-child mobile space with systematic solutions, and created the industry's first intelligent parent-child car, Jihu Koala, to solve the problem of "traveling with a baby" for mothers in one stop.
Polar fox koala. With the help of Koala, 2023 will become a big year for Jihu's "upper volume", and sales are expected to double in 2023. It can be said that it is the scenario-based car manufacturing strategy that has allowed the ARCFOX brand to gradually explore the development direction and get on the right track.
In the era of incremental market, the so-called "market segment positioning" and "target group" of a car are generally still an "acquired" marketing strategy from the sales side. For example, Audi, which is known as the "official car", is more reflected in the shape, space, brand value and other aspects of the administrative image, but in fact, it is not exclusively designed for executives, including "driving a BMW, sitting in a Mercedes-Benz", etc., and the meaning of its model positioning stays more at the level of brand image. At that time, the positioning of subdivided fields also explored the concept level of recreational vehicles, family cars, and commercial vehicles at most.
In the era of low growth, it is different, the market product supply is extremely rich, consumer tastes are becoming more and more diverse, if you want to be able to take a bite more in the limited cake, you have to take into account the real needs of target customers from the beginning of the design, in order to firmly hold the cake that belongs to your own unique taste, which is the origin of scene-based car manufacturing. Although BAIC Blue Valley was the first to put forward this concept, in fact, in recent years, many automobile companies have begun to try and explore in this regard. For example, NIO emphasized the "queen co-pilot" in the first car, and prepared a lot of small configurations suitable for women's living habitsAnother example, the ideal known for the production of "daddy car", the space is large enough, the seats are enough, and the family with two or even three children travels as a familyThere is also Chery's emerging Jietu brand, which is positioned for self-driving travel, and the sense of scene can be seen from the design of a barbecue grill after the trunk is openedWhat's more, there is also the British Black Hat Taxi acquired by Geely, which is designed to be very suitable for people with disabilities. These companies and brands have already had a conscious scenario-based concept, although it has not become a theoretical system, but they are already benefiting.
ARCFOX Alpha T5
The ARCFOX Alpha T5 launched this time is a "pure electric SUV born for young urban families", starting from the full-scene needs of young families "wanting, wanting, and wanting", BAIC Blue Valley focuses on user needs in multiple dimensions such as safety and health, intelligent performance, comfortable space, and leapfrog quality. The car to "walk towards the light" for the design concept, the style of simplicity, technology, dynamic, luxury, space utilization in the same class of cars to reach the first, safety protection far beyond the industry average 60% of the level, in the health standards of the car VOC to meet the maternal and infant standards, infinitely close to 0 aldehyde 0 benzene, and in the air duct of the air conditioner added 4 ultraviolet germicidal lamps. ARCFOX Alpha T5 has a range of 660km and an energy consumption of 13 per 100 km9kw.H, it is also equipped with the only 800V high-voltage overcharge in its class, which can achieve 260km of energy replenishment in 10min. The ARCFOX Alpha T5 is equipped with a unique programmable cockpit in its class, and it is also the only model in its class that can interact with the vehicle through a mobile phone while driving.
Before the Alpha T5, the ARCFOX Alpha S Advance Edition, the ARCFOX Alpha S Forest Edition, the ARCFOX Alpha T Forest Edition, and the ARCFOX Koala have been listed one after another, and the product matrix continues to be enriched. It is understood that this year and next year, JiHu will launch 7 new products with the concept of scene car manufacturing, and gradually realize the complete transformation of product strategy from competitive product benchmarking to scenario-based application.
It can be said that as JiHu enters a new growth cycle with continuous and stable sales growth, "scenario-based car manufacturing" has also completely transformed from a marketing concept to a model design concept. Vertical, vertical, and more vertical, this more specialized, refined, and deep "user" spirit will help car companies survive in the most volatile 2023, and may become a prairie trend in the coming 2024.
Author: Li Qingwen, President of the Automobile Evaluation Research Institute).