If you want to say that the most popular new energy brand in the past two years, it must be the world.
Just looking at the crowded posture of the store, we know that there is a dark horse that is attacking the new energy industry with lightning speed:
So, when did the question world start to become an instant hit? What did you do right to get so much attention?
Today, we will take advantage of the question of young usersM5, let's talk about this set briefly"Far ahead" combat system.
01.Smart selection, must play new tricks?
It is not difficult to find that the model positioning of Wenjie is a typical three-stage type, and the differentiation is very clear.
The M9 focuses on high-end to attract middle-aged people with successful careers; The M7 focuses on families to meet the needs of the whole family for smart travel; The M5 is aimed at young users and focuses on technological trends.
Only 3 cars can cover the vast majority of user groups and avoidFree brand internal friction,This is the first place where the world is wise.
The second place is actually the "favor of the world".
A few years ago, at the new car launch, a word that was often mentioned was called user thinking. But user thinking is not just about building cars to meet the needs of usersDeeperIt's "how to make users like it".
Let's take the question of young usersM5 as an example, it is more suitable for small families, and it does not emphasize too much on the functional attributes of the vehicle, but with the help of love and Wu, strength and other methods, it has played the "trend + technology" label that young people like.
For example, the AITO M5 Urban Glow Suit, which amazed everyone at the Guangzhou Auto Show in November, was modeled by the trend artist Andc, a member of Asia's top graffiti team ABS Crew.
He once won the overall championship of the Wall-Lords graffiti competition on behalf of China with his team, and his street graffiti works have become a mecca for many young people.
The livery model he created is mixed with powerful black lines in the bright dawn yellow, and the high-saturation contrasting design is in line with the vigor, vitality and uninhibited spirit of young people.
In Shanghai, where the monthly penetration rate of new energy has just exceeded 60%, the M5 also teamed up with professional racing driver Liu Zexuan and well-known car blogger to play a limited-time challenge of "3600° speed reverse brushing circle" on the Shanghai Baoshan Rotary Parking Building.
Within the allotted time,The two front faces of the M5 at a constant speed and at a uniform distanceCrossed the road width 49 meters, curve radius 115 meters of revolving parking building, and through the rooftop parking lot, to the final destination.
The reason for launching this challenge is also that Wenjie wants to create a sense of tension and excitement that young people like, so that more users who pay attention to new energy and intelligence can see it.
This unique way of playing, daring to play, and daring to get out of the circle has further amplified Huawei's own attention, and has also become the most critical part of the Q1 combat system.
02.To get out of the circle, you have to have product power first?
In recent years, there is a more obvious phenomenon, pure electric users have no range anxiety, anyway, charging piles are everywhere, and you can comfortably replenish energy after planning your trip. On the contrary, plug-in hybrid range extender users began to be anxiousAlmost everyone is concerned about the loss of electricity and fuel consumptionWe don't miss any chance to recharge.
Coincidentally, the young users targeted by the M5 are the main group of "the world is so big, I want to see it".
In order to allow young people to travel with confidence in winter, Wenjie M5 has also organized several self-driving trips to the "Chinese Cold Pole" Genhe, Qaidam Basin, and Changbai Mountain, just to verify the cruising range and car experience in the extremely cold environment.
In fact, when driving in winter, the most feared thing is one word - cold:When people are cold, their hands are frozen, and when the car is cold, electricity and oil are consumed. Whether it is heating the cockpit, battery or warming up, it needs to consume a lot of energy, which is why the battery life in winter is not as good as in summer.
In response to the problem of discounted battery life in winter, the M5 has made a comprehensive optimization for the integrated intelligent generator set, the oil cooling technology and drive technology of the motor, and the control algorithm of the range extender.
Judging by the data,The rear-wheel drive version of the M5 CLTC can reach 1400+ km with full fuel and power. All the way from Shenyang, Liaoning Province to Heihe, the northernmost part of the motherland, is not a difficult task for it.
For the "cold" car experience in winter, the M5 also has its own ideas.
Like many new energy vehicles, the HarmonyOS smart cockpit can turn on the heater and seat heating through remote control, and you can feel a comfortable temperature as soon as you get in the car.
However, if the battery is fully charged, the range extender will not be activated directly, but will be heated by a more energy-efficient heat pump air conditioner. After driving for a period of time and the power level is reduced, the range extender will be activated, and the waste heat ** technology will be "waste utilization", from which it isMinimize fuel consumption and increase range.
What's even more outrageous is that the HUAWEI DriveOne pure electric drive platform also refers to Huawei mobile phones, providing a "super power-saving mode" for the M5 pure electric intelligent driving version, which is afraid that users will break down in the last kilometer before reaching the charging pile.
It can be turned on at the touch of a button when the battery level is less than 15%, and when turned on, it will optimize the acceleration and kinetic energy curve of the electric drive system (similar to the economy mode), and reduce the energy consumption of air conditioning, audio screens, seat heating and ambient lighting as much as possibleIt has a cruising range of about 12 km.
All kinds of details show that the M5 considers the product experience thoroughly.
Let's take the "Shanghai Devil Parking Building 3600° Speed Reverse Brush Circle" we mentioned earlier, if you want to stabilize the body when reversing at high speed, you can't do without ithuawei daTS Dynamic Adaptive Torque System support.
It acts like the brain of a motor, controlling acceleration and kinetic energy** "when and how strong".
Through the deep integration design of the drive motor and the whole vehicle, this system allows the motor resolver sensor to directly sense the changes in the road surface, thereby shortening the torque control link.
The system response delay of 4ms is even 100 times faster than that of traditional fuel vehicles!
While the response speed is faster, it can also calculate and adjust the torque in real time according to the perceived road conditions, so that the speed difference of the wheels when turning can be consistent with the speed of the whole vehicle, and control the vehicle in a more stable state in advance.
So in this challenge, ask the world M5The wheels don't slip, the rear end is more stable, the lateral forces are higher, and unnecessary steering wheel adjustments are greatly reduced.
In addition, the all-aluminum alloy chassis commonly used in million-level luxury cars reduces the weight by 30% compared with the traditional steel chassis, and the lightweight body makes the vehicle respond more timely, and its rigidity and strength are also greater, so that the vehicle rolls smaller and more stable when cornering, so that there is this one-stop operation. As a result, it has also gained the recognition of many young users.
These are fully provenMarketing without technical support is a source of water after all. This kind of "magnifying glass" marketing method based on technology and product advantages is also the most pleasing to young people, which has led to today's achievements.
03.Write at the end
In recent years, the new energy industry can really be described as changing with each passing day. The penetration rate continues to rise, and replacing fuel vehicles is a foregone conclusion.
Even three years ago, who would have believed that less than 100,000 yuan could buy a plug-in hybrid car with a fuel consumption of 3? Who would have thought that a pure electric car with a range of 500km has also entered the range of less than 100,000?
In addition, there is another hidden feature of the new energy industry:
At this stageHead brand,It is leading the industry with some unique advantages, and more attention has also brought them higher sales.
This is known as the "Rule of 28", where the top 20% of brands account for 80% of sales.
From the case of the M5, it is not difficult to see that the advantages of the M5 are not only the technical capabilities, market capabilities and natural traffic brought by Huawei, but also the "combat system" of its own.
Backed by a unique product experience, it accurately caters to the pursuit of intelligence, technology and performance by young users, and allows users to understand and perceive.
I think this unique attraction is both a matter of asking the world"Tell the story, sell the thing".The fundamental reason is also the core competitiveness that the automobile circle lacks the most.