As the saying goes, "Be famous as soon as possible" – the Wuling Hongguang MINI EV, which went on sale at the end of July last year, may have perfectly exemplified the meaning.
In August 2020, Wuling Hongguang announced that the MINI EV sold 15,000 in just 20 days.
In January 2021, Wuling Hongguang MINIEV lived up to expectations and attacked Tesla Model 3 all the way with the monthly sales of 37,000 vehicles, standing on the "top of the world" of the electric vehicle market;
Up to now, Wuling Hongguang MINIEV, which has been listed for 200 days, has announced that sales have exceeded 200,000…
Perhaps in the eyes of many people, the "ultra-low value" of less than 40,000 yuan is an important weapon for Wuling Hongguang MINI EV to gain market share, but the electric vehicle market has never lacked low-priced micro-electric vehicles. Why can Wuling reproduce the "explosion"?
In fact, micro-electric vehicles have been equivalent to "old man music" in the minds of consumers for a long time. Due to cost issues, their performance in battery life, quality, and configuration is not outstanding, but at least they can be licensed to solve transportation needs.
However, Wuling Hongguang MINIEV can still provide relatively good product power while achieving cost control. In addition to the production process adhering to the consistent level of Wuling Hongguang, the configuration, high-strength steel, battery thermal management, EPS, ABS, EDB, reversing radar, child seat interface, tire pressure monitoring are also not pulled down, which can be described as "small and complete".
What’s more interesting is that the Founder’s cute exterior design of this mini car leaves a wealth of room for modification, allowing consumers to unleash the personalized needs of this market segment.
On March 4th, the Hongguang MINI EV owner’s ceremony with the theme of "Putting on a Tone, Chaochuang Festival – A Small Paradise for Adults" was held in Shanghai. A total of 100 modified Hongguang MINI EVs showed everyone the chaochuang charm of this small car.
According to Wuling, at present, the trend rate of Hongguang MINI EV has reached 72%, making it the new energy vehicle with the highest trend rate in China. The trend rate of both appearance and interior is more than 50%. In particular, according to Wuling’s official data, the proportion of users born in the 1990s of Hongguang MINI EV has reached 72%, and the trend of younger generation is very significant; female owners account for more than 60%.
This has also led to a large number of "modified posts" about Hongguang MINI EV on social platforms such as Xiaohongshu and Weibo. Especially on the Xiaohongshu APP, the topic of "Wuling Hongguang MINI EV Renovation" has received tens of millions of views.
This also means that for many owners who prefer Hongguang MINIEV, it is no longer just a car, but a fashion trend item with social attributes through its personality.
In order to further respond to the enthusiasm of the majority of users and fans for the appearance/color, on the day of the owner’s ceremony, Wuling also announced the official cross-border cooperation of WULING × PANTONE UNIVERSE at the event, and jointly released Wuling Spring – white peach powder, avocado green, lemon yellow.
It is reported that PANTONE UNIVERSE is a globally renowned authority specializing in the development and research of colors, and the Wuling brand is the first national car brand to jointly release colors with it.
From the rapid "popularity" of Wuling Hongguang MINI EV, it is not difficult to see that for some limited license cities, unlimited travel, higher traffic efficiency and low price have undoubtedly hit the fundamental "pain point" of consumers buying cars. In addition, Wuling starts with personalization, rich color scheme and modification space have added a bit of unique interest to this car, making it a national scooter suitable for all ages.
(This article is from The Paper. For more original information, please download the "The Paper" APP)