Baojun Kiwi EV was officially launched, priced at 6.98-788 million yuan, but in facts in the car system, the two models were 69,800 yuan, respectively, and the high-class version of the high-class model of 78,800 yuan. Among them, the basic version can choose “DC Express Bundry”, the price is 2,000 yuan; the high-end version can choose “smart driving bag”, the price is 8,000 yuan.
From the price, Baojun Kiwi EV did not choose to compete with the same source of macro Miniev, but will battlefield Placed in a more mainstream 6-80,000 yuan level. Under the field of subdivision, Baojun Kiwi EV will face competitors such as zero run T03 and Euless black cats. There is no doubt that Baojun Kiwi EV will be difficult to repeat the sales myth of macro Miniev.
Today’s microcontrol market is divided into points with 50,000 yuan. Under the low-end market represented by Hong Kong Miniev, it is the most competitive mid-market. Obviously, from the strategy, Baojun Kiwi EV will undertake the development of its brand in the mid-range microcar battlefield. Referring to its competitors such as zero run T03 and Euler black cats, the growth trend also shows the opportunity of Baojun Kiwi EV. 
From the product force, the Baojun Kiwi EV car is 2894mm, the axial distance is 2020mm, the maximum power is 40kW, peak torque 150 nmiddot; M, battery life is 305km. For comparison, Baojun E300 ordinary version, which is not called, has a significant advantage, but it is not a hardware to improve compared to Bao Jun E300 Plus. Obviously, Baojun Kiwi Ev is attempting to strengthen its own technology and practical configuration to push younger consumers.
First is the security configuration, Baojun Kiwi EV adds a co-driver airbag with the Baojun E300 PLUS, tire pressure display, standard with body stability system, brake assist and ramp assist, etc. Configuration. On the practical configuration, the new car increases the high and low-direction adjustment of the seat, the imitation leather seat option, more USB interface, but cancels the mobile mapping function. It is worth mentioning that the top version of the model also provides an optional package in 360 panoramic image and ACC, although the price is higher, the scientific skill is really full.
Overall, the upgrade-adjusted Baojun Kiwi EV in the interior design and configuration performance and vehicle design Have more bonded performance. Contrast the past Baojun E300 series, the new car undoubtedly has more precise positioning, and the main science and technology is also in line with the needs of the current consumers. This makes Baojun Kiwi EVs that are intuitive visual perception, or the use of feelings can also cause consumers to resonate and form a differentiation of competitors, which is convenient for consumers to produce memory points.
According to the data display, in the purchase of a population of Baojun Kiwi EV, the consumption of 25-36 years old Up to 65%, the young manage is obvious; undergraduate degrees and the above population accounts for 70%, the purchase ratio is as high as 77%. Moreover, according to statistics, more than 60% of the people in the consumer group are because “color value” is purchased, and the Baojun Kiwi EV is “precise strike” for young consumers.
Whether it is from the product or from the statistics, it is a good foreground, why also say It is hard to repeat the sales myth of Hong Kong miniev? First let’s take a look at the data of macro Miniev. From January to December 2020, Hongguang Miniev has sold 115,544, and the model has sold 19,257 months.Sli Month has sold 11542 vehicles and becomes 2020 monthly sales champion. As of early August this year, Wuling Hongguang Miniev’s latest monthly sales volume is 2,6907, 2021 sales in 20,9674; in the car category, the model is ranked 1st, the annual sales volume, China car, month The sales volume ranked 3rd in the annual sales volume.
Such sales data is the existence of any new energy models that are now difficult to break. And it is obvious that the Hong Kong Miniev has no way to bring too much profit, although the price is very low, but its meaning is more like the flagship, bringing more sounds for the brand. For branded brands, this kind of small profitable way is quite appropriate.
Compared to the current brand of Baojun is not strong, it is not much better than Wuling. In this premise, the launch price is better Baojun Kiwi EV, which is naturally difficult to replicate the same sales myth. And from the perspective of consumers, hold 30,000 yuan with a macro-optical miniev, even if there are many shortcomings, but they can endure. But if the price reaches 50,000 yuan, the higher price will naturally make consumers easier.
Further, from the positioning, whether the macro Miniev or the Euled black cat, there are female users More considerations. For example, Makarron’s launch and the preparation of the Euler brand is a good example. And for the purchase of home users, consumers who purchase vehicles are more female users. In this regard, the Baojun Kiwi EV with the main scientific skills and women users are incorporated.
From the product and positioning, there are statistics, the performance of Baojun Kiwi EV is precise and not easy. But in the microcontrol market, there is a lot of volume, so moreTo activate a new user group; second, like Baojun Kiwi EV plug 4 seats in the 6-meter wheelbase, you must wanted to take home users, it is necessary to have more consideration to female users. At these two points, the performance of Baojun Kiwi EV is relatively weak. So in the moment, I think Baojun Kiwi EV will not be easy. As for the future, we will give the answer to the market.
(picture source network, intrusion)