What's "good" about Euler's good cat at 2020 Beijing Auto Show? This should start with the name-seeking activities.
Since Great Wall Motor tasted the sweetness of "global fame", it has gradually released itself. Not only are various new car naming activities held as usual, but even officials themselves are becoming more and more grounded. Take Haval large dogs as an example. Officials also give vehicles a "dog name", such as huskies, Labradors and horse dogs.
Obviously, Great Wall Motor has mastered the essence of this game.
Not long ago, Great Wall Motor's new energy automobile brand Euler officially changed all its product names. Except the ancestor model IQ, all other models are named after "cat". Indeed, cats and dogs don't go out ... including black cats, white cats, and good cats that have just appeared.
The protagonist of this article is naturally a good cat car, and its special positioning is also worthy of our careful taste. But before talking about products, I still want to talk about the advantages of network naming. Why can it help the Great Wall get such huge traffic?
● Network naming will give consumers a sense of belonging from the side.
In fact, the form of "network naming" appeared very early, but it is the first time to put it on such an important matter as "vehicle naming". Obviously, Great Wall Motor must have done research inside, knowing that several traditional names (such as tramp and hiker) can't make netizens who love melons happy, so we added the magical name "big dog, lightning cannon and comfort" to the options.
When netizens enthusiastically put the name Big Dog in the first place, they actually got double satisfaction. The value of this ticket comes from myself, because my choice has changed the result, increased the sense of participation and satisfied the psychology of eating melons. The other comes from a sense of belonging. When netizens really put the Haval big dog on the car purchase list, this car may "flip" more than other cars, because the name of the big dog is his own.
Therefore, this wave of operation of Great Wall Motor can be described as a win-win situation. Compared with any fancy gimmicks and selling points, the publicity effect is much better.
● The official terrier is the most deadly.
It's nothing new to play with stalks officially, but it's the first time to play with such a big stalk.
And for the Great Wall, which has always been traditional and conservative, this is a very successful official drama. Or a new attempt in marketing.
In addition, this "naming storm" has not stopped yet. Not long ago, Great Wall Motor started the global activity of naming the body color of Euler Good Cat. After reading the options, you will feel that the Great Wall has changed a lot like me.
It's so white, especially blue, real gold, forgive green ... I have to say that Great Wall Motor not only released itself, but also came back with Google's unique skills. However, the publicity results show that most of Euler's good cats are traditional except for "good white", which is quite surprising.
● New car analysis
Having finished my understanding of network naming, let's take a formal look at the new car. Euler Good Cat brought a lot of traffic after it went on the market. In the face of such a car, its product performance is far more important than a name.
Design | Shaped like 9 1 1
Ola Good Cat received overwhelming comments after its debut, saying that this car looks like Porsche 9 1 1. Indeed, if you look from the bottom up, the bumps and headlights on both sides of the hood do have an "internal flavor" of 9 1 1, but if you look at it as a whole, it is of course more "similar".
The reason for this similarity comes from the Porsche designer Emmon Delta, because he is the main designer of the car. The overall appearance of Euler's good cat is a typical "budding" design, and the shape of frog face is also easy to impress the current female consumers. And according to the official, this is the first new energy vehicle built by the Great Wall Lemon+Coffee Intelligent Platform.
The length, width and height of the vehicle are 4235x 1825x 1596mm, and the wheelbase is 2650 mm In terms of size, Euler Good Cat is between a mini-car and a small car, and it is mainly positioned as urban traffic and urban travel.
The biggest reason why I say that Euler's good cat is not exactly like 9 1 1 is the tail. The design of the whole rear is extremely original, and it is difficult to see any traces of reference or imitation. The large rear windshield provides a good view for the central rearview mirror, and the matching of contrasting colors also retains more fashionable elements.
Interior Design | Translation Translation, what is a surprise?
The interior of Euler's good cat is definitely one of the surprises. First of all, the interior of the vehicle has a strong sense of exquisiteness, and the visually visible parts are spliced with materials of different colors. Secondly, although the design of the central big screen is not uncommon, it is still "unique" in its class. The whole center console is very simple, and there is no sense of clutter and complexity, which is the same as the trend of interior design of the Great Wall in recent years.
In fact, Euler Good Cat is a rare car with a retro interior in recent years. Whether it is a diamond pattern decoration or a double-frame steering wheel, it is basically a bit of the taste of the old MINI. It can also be seen from the retro style that the main consumer groups of this car should be mostly women.
Powertrain | No reactive power, what is needed is a word "stable"
In terms of powertrain, the performance of Euler's good cat can be said to be indispensable. The car is expected to be equipped with TZ 153XS000 drive motor produced by United Automotive Electronics Co., Ltd., with maximum power 105kW, maximum torque 210N m, NEDC cruising range 50 1km and power consumption13.2kWh/655.
The data shows that the performance is quite satisfactory, and it is no problem to meet the needs of consumers at this level.
In addition, on the power battery, Euler Good Cat will be equipped with ternary lithium-ion battery produced by "Honeycomb Energy" with a mass density of 177.20Wh/kg. You know, "Honeycomb Energy" is Great Wall's own battery company, so Euler is also self-sufficient in power batteries. Not surprisingly, "Honeycomb Energy" is likely to sell power batteries to other manufacturers as an independent battery supplier.
Comments:
In recent years, many companies have begun to try to transform and break the circle. Judging from the reputation of netizens, the change of Great Wall Motor is undoubtedly successful. Find a name online to attract people's attention, then ask a master designer to endorse it, and finally put a model with excellent product strength on the market. This series of operations, like "combination boxing", each punch can hit the psychological defense of consumers.
From the product point of view, Euler's good cat is already very good. However, if we continue to use the previous publicity methods, it is likely to be submerged in many products. Good products are very important, but marketing is also very strategic. As consumers continue to strengthen the impression that "Great Wall Motor likes signature words", its impression of "old-fashioned and old-fashioned" in consumers' minds is also disappearing a little bit.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.