The imagination of two-wheeled electric mobility has been shattered once again.
Author without words.
Produced by New Pick Business Review.
Once upon a time, two-wheeled electric vehicles became the darling of the times because of the new national standard and the development of green economy. In particular, the epidemic requires staggered peak travel, enterprises have accelerated the expansion of production, and capital has also competed to enter the game, and it has been in the limelight for a while.
In the past two years, the industry has begun to turn.
According to iResearch's research report, in 2022, a total of about 50.1 million two-wheeled electric vehicles were sold in the Chinese market, an increase of 15 percent from the previous year2%, but also in this year, due to the policy replacement pull, the new national standard replacement demand has been completed more than 80%, superimposed on the global economic instability, consumers are becoming more cautious in shopping, 23 years of two-wheeled electric vehicle industry growth rate directly halved, only about 7%.
This has also led to fierce competition between enterprises, and a brand dealer even called out in an interview that "the two-wheeled electric vehicle business volume can't be done." ”
But there are exceptions. In the context of such an involuted industry, there is a company that bucks the trend, not only does not fight the first war, but even probes the product to 30,000, and this industry special case is Maverick Electric.
1. Continue the classics and make breakthroughs and innovations.
On February 29th, the Maverick N series new product launch conference was held in Beijing, and the electric motorcycle model NX, the electric model NXT, and the off-road electric motorcycle X3 were all unveiled.
Judging from the press conference, Maverick Electric has made great efforts in intelligent innovation.
Let's take a look at the "first experience" that Maverick's new products bring to consumers from four aspects: appearance design, safety configuration, power performance, and intelligent interaction.
First of all, in terms of appearance design, NX inherits the classic design of the NQI family, using a replaceable magnetic transparent panel to present the circuit layout with a sense of science and technology, and also integrates the aesthetic elements of avant-garde geeks and the aerodynamic shape of the racing car, with three new colors of legendary black, interstellar gray and jungle green, vividly interpreting the trendy, sporty and classic cross-style mixing, meeting the pursuit of young people for personalization, fashion and futurism.
In terms of safety configuration, Maverick Electric benchmarks automotive-grade standards, and equips NX with automotive-grade millimeter-wave radar, BSD blind spot monitoring, and RCW rear collision warning, taking multiple measures to help users detect the surrounding environment in time to avoid collisions, remind drivers to pay attention to blind spots, and issue collision warnings.
In addition, Maverick Electric has also added a rain and snow mode to deal with bad weather on the basis of the original driving mode, so that NX's ability to cope with environmental road conditions is more extensive, and it also makes users' travel safer and more secure.
In terms of intelligent configuration, NX is equipped with TFT smart color screen as standard, applying 16 trillion full-color technology to achieve full-view display, Maverick Electric also adds "magic wheel" knob buttons in the car through humanized design, so that various functions can be adjusted without leaving the car.
It is worth mentioning the multiple customization features created by NX, such as the Catapult Mode and the Custom Master Mode. In ejection mode, 360A super current can be released, and the power curve can be customized in master mode, which can follow the user's preferences and set the transformation output, allowing users to truly realize "my car, I define".
The NX powertrain has undergone an all-round evolution, with a qualitative improvement in the performance of the motor and battery. The Ultra version is equipped with a 48V 56Ah lithium battery, and the Sport version is equipped with a 48V 28Ah lithium battery. In terms of battery life, the official data of the Ultra version is 170km, and it is equipped with 650W 12A super fast charging as standard, and it only takes about 3 to charge from 0-80%.8h, users no longer have to worry about "halfway out".
The HYPER version is equipped with three sets of 72V28AH lithium batteries, with a maximum power of up to 20,000W, a maximum speed of 135km h, and an acceleration of only 2 from 0 to 50 km h45s, 0-100kmh acceleration is also only 75s。
Anyone will be able to configure the pile, and the real high-end is hidden in the bones", these new products of Maverick once again brought surprises to the two-wheeled electric industry from the function, experience, scene and product type, showing a number of technological innovation and performance advantages of Maverick Electric to the outside world, and also providing a new idea for the future development of the industry.
Nowadays, Maverick itself has also established a complete and rich product line, with a variety of products such as electric automobile, electric light motorcycle, electric motorcycle, off-road electric motorcycle, electric scooter and e-bike, and can cover all travel scenarios such as daily commuting, short-distance travel, and wild exploration.
2. "In the name of science and technology, build the root of humanity".
In the field of electric bicycles with an average price of 2,400 yuan, the price of Mavericks is indeed "unbeatable".
It is understood that the unified price of the new electric motorcycle NX Hyper version released this time starts at 29,980 yuan; The unified price of NXT starts at 6,299 yuan, and the initial price starts at 5,999 yuan, and the release time is June 2024.
Anchoring the high-end is a strategy set by Maverick Electric from the beginning of its establishment. In 2015, Mavericks officially released its first product, N1, which brought the two-wheeled travel market into the era of intelligent lithium batteries in one fell swoop, and the original "cow" appearance design is still popular around the world as a trendy style language.
At this press conference, CEO Li Yan spent a long time looking back on the success of N1. This leading innovative product has brought the concept of "technology + intelligence" into the industry for the first time, and has also achieved Maverick Electric.
Now, nine years have passed since the release of the first star product N1 of Maverick Electric, and Maverick's determination to be a high-end is still firm.
Although the official also admits that the current high-end market is facing great development resistance, and the white-hot competition will also put pressure on its own sales, but with excellent product support, Maverick is still optimistic about the future development.
A two-wheeled vehicle from the cheapest 1000 yuan, to our average price of 10,000 3 products today contains different amounts of value", Li Yan said, the needs of high-end users are destined to be differentiated, 10,000 and 1000 yuan of the car on the production line will certainly not be worse than 13 times, but the reason why users can accept it is that Maverick's products have higher added value.
Some of these added values come from design innovation, some from technological innovation, and some from manufacturing innovation, but no matter which of the above innovations brings an increase in productivity.
From the 2015 intelligent electric vehicle revolution, the industry from a low-end means of transportation to a high-end lifestyle, to now leading the two-wheeled electric into the intelligent track, Mavericks has its own understanding of intelligent innovation: intelligence is not a pile of computing power, a pile of hardware, the core of intelligence is how to make the car more humanistic.
We were the first to innovate lithium battery and intelligence, and now we are also focusing on performance innovation, and we may also do a product innovation in combination with the rising AI in the future. ”
According to Li Yan, the current annual shipment of high-end two-wheeled electric vehicles with an average price of more than 3,500 yuan is about 16 million, and its annual growth rate is about 7-8%. Although there is no explosive growth, Li Yan believes that China's overall consumption trend may fluctuate a little in a short period of time, but the overall upward trend is good for Mavericks who adhere to high-end positioning.
Facts have also proved Li Yan's judgment. Data show that in 2022, the cumulative sales of electric bicycle products in China are about 50 million, and the number of social ownership has reached 3500 million units, the compound annual growth rate of the high-end (higher than 3,500 yuan) price is also significantly higher than that of the low-end price, from 2017 to 2021, the sales of high-end electric vehicles have the fastest growth rate, with a compound annual growth rate of 225%, and the growth rate is expected to reach 325%。
High-end is not the same as **, let alone conjecture, only the high-end paid by consumers is the real high-end. According to the financial report data, as of the third quarter of 2023, Maverick Electric has sold more than 4.1 million smart two-wheeled electric vehicles worldwide, with more than 6.5 million global users and a cumulative riding mileage of more than 21 billion kilometers.
By accurately taking the pulse of user needs and continuing to provide users with products that exceed expectations, Maverick Electric sits firmly in the high-end market of two-wheeled electric vehicles.
Third, it is travel, but also an optimistic lifestyle.
High configuration, high battery life, and youthfulness" is the mainstream language of Maverick Electric in 24 years. In Maverick's view, there is no conflict between youth and high-end, "It is not that young is necessarily low-end." ”
Especially with the growth and rise of Generation Z, a new consumer force, the main consumer age group in the two-wheeled travel field is also moving downward.
According to a report given by Huajing Industry Research Institute, consumers under the age of 30 account for 43%, and more and more young consumers have begun to pay attention to the pursuit of high-quality and personalized lifestyles.
In such a consumption context, it is inevitable for brands to move towards youth.
Especially after the epidemic, everyone's concept of life has undergone a new change, and green health is more respected. Young people tend to travel on two wheels in the city, but they are also choosing a green, unrestrained, free and easy lifestyle.
If you want to hit young people, you must not only make a fuss about cultural construction and personality satisfaction, but also work product innovation and user experience.
For so many years, Maverick Electric has always adhered to the user-centric, and even specially engaged in a "butter community" to conduct deep links with users.
It is understood that Maverick Electric will regularly engage in "butter" activities such as treasure hunting every year, so that these "butter" who are active in life and enthusiastic about public welfare can strengthen their communication and cognition with each other through activities, and also deepen the emotional attributes of Maverick Electric users in different regions and countries for the brand.
For "Butter", Maverick Electric represents a special cultural symbol, encouraging them to enrich their lives through cycling, pursue their goals and ideals, and be an optimistic way of life.
This is also in line with the original intention of Maverick Electric to "change travel and make urban life better", through younger marketing, more trendy design and deeper intelligence, Maverick Electric has always hoped to help everyone find a beautiful way of life integrating technology, convenience and fun.
In recent years, limited by the extreme involution in the field of two-wheeled electric travel, there is no shortage of news in the industry that "two-wheeled vehicles do four-wheeled vehicles", but Li Yan said that in the future, Mavericks will still focus on short-distance transportation, which will not "add congestion" to the society, and there is no plan to enter the automotive field. "Our essence is to convince everyone not to drive four-wheeled, but to move to a convenient and environmentally friendly, less congested two-wheeled matrix. ”
Referring to future plans, Maverick Electric said that it will add to the channel this year, and is expected to open 1,000 to 2,000 new stores in China. At the same time, we should pay attention to the new retail model and how these new stores cooperate with the network matrix; Overseas markets will still focus on Europe, America, and Southeast Asian countries and regions, and it is expected that the "full-scene intelligent off-road electric motorcycle" X3 will be dominated by the European and American markets.
This year's products are very competitive, and opening a store may bring good revenue."
CEO Li Yan still has certain expectations for sales in 2024, "If you look at the 12-month cycle, a new product must be close to 100,000 units in sales at least to be a real hit, of course, it would be better if it could achieve a scale of 200,000 units." ”
From the initial electric products to meet people's life and transportation, to the Internet of shared travel, and then to the construction of lifestyles under the trend of intelligence and personalization, the field of two-wheeled travel has carried more and more meanings, and has also given rise to higher and higher expectations of users.
Through the stories of products and users, we see not only the intentions of Mavericks for business management, but also the persistence of the two-wheeled electric travel industry.
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