10.39 ~ 143900 yuan, compared with the pre-sale price announced before, the official price has been lowered by 1 100 yuan. ? The listing price of Ola Good Cat was in my expectation, but its listing method was completely out of my expectation.
Luo Ji attended nearly 100 press conferences, and most of them followed the standard process of opening remarks, host opening, song and dance performances, leaders' speeches, price announcement and program ending. Even if a manufacturer tries to be unconventional and innovate occasionally, it is only considering one or two of them.
At a press conference, it is as difficult as designing a new car that makes people shine.
And the conference of Euler Good Cat in Taizhou, Jiangsu Province, has already made me a little confused before I entered the venue.
I have pondered over Time Appraisal, Exploring Freeze-Frame and Understanding the Power of Time several times, but I just don't understand when the press conference will start and end. Finally, I looked at the gathering time of the public relations staff in the activity group, so that I knew when to go downstairs.
If the way the press conference creates suspense is simply to be unconventional and mystifying, it won't be long before it backfires. However, after arriving at the event site by bus, I soon found that this conference was really different from what I had experienced before.
After entering the venue, I first saw a giant screen showing the time. I see, time is the theme of this meeting. Luigi has always been not interested in elements other than products at the press conference, so I ignored the interactive links arranged by the manufacturers and kept going according to the established route.
After a few steps, my steps slowed down.
From the entrance gate to the main venue, seven or eight pavilions with different ages as the theme elements were built. Each pavilion has different colors and keywords, representing people and events belonging to that era. Since the 1920s, it has been traced back to the 1960s in the way of time backtracking.
Through this way, I gradually understand that Euler wants to show the design elements of "retro" cats. When I swept these pavilions, there wasn't much movement, but I gradually discovered one thing:
There is a good cat and two little sisters in the pavilion of every era. The little sisters' clothes are not exactly the same, but their styles remain elegant and playful.
After walking through the small pavilion with the theme of time, there are several exhibition halls with different themes outside the main venue, which contain various elements such as doll machine, arcade, coffee, animation and so on. In every small exhibition hall, there is a good cat that blends in without surprise.
Counting other vehicles parked in the open space for people to experience, I saw that at least 20 good cat show cars were carefully placed before entering the main venue, and the supporting models and staff had to be multiplied by at least 3.
So before I entered the main venue, I realized that this conference really cost me my heart and money. The layout outside the main venue is more complicated than the whole press conference of many car companies. What will happen to the official activities at the main venue later?
Luigi is not a person who has never seen the world, but before the official start of the conference, the lighting layout of the venue has already shocked me:
It didn't take long to find a seat and didn't say hello. The price and preferential policies of Euler Good Cat are directly cast on the surrounding screens. The finale of a general press conference moves directly to the front. I am not afraid to leave when I see the price clearly. However, this anti-routine flashback style makes me curious about the old media who are singing and laughing. What's exciting in the follow-up?
I won't go into details later. After the price is released, there are trumpet solos in turn:
Symphony performance:
Ballet:
Creative dance for two:
Multi-person dance+singing:
Recite:
The star (silent king) sings:
Talk show actress (Yang Li) video performance:
Eta band sings:
Another modern dance:
After that, under the music background of the symphony orchestra ode to joy, the activity ended.
To reiterate, Luigi is not a person who likes to talk about the tonality of the conference, but this conference has made me want to share. It's not that I'm impressed, but from this conference, we can see the real tonality of the Euler brand, the route we're going to take, and the obvious changes in the marketing of Great Wall Motor behind it.
Although the good cat is not Euler's first model, it is indeed a milestone in brand reshaping. The price of the whole system is 65,438+10,000+,which is obviously different from the previous black cats and white cats. From the main sales of 70,000 to 80,000 yuan to more than 6,543,800 yuan, in addition to the competitiveness of the product itself, Euler also needs to tell consumers in an emotional way why they should pay for an Euler with more than 6,543,800 yuan.
To do this, it is an unavoidable way to spend money and energy on marketing.
You didn't go to the scene, and probably didn't watch the live video. Just looking at the pictures I shared above, it is not difficult to realize that Euler really spent a lot of thought and money this time. As for the content of the whole conference, although it is not as different and subversive as the listing of Kline 0 1, it does break the routine of ordinary conferences. In addition to the counter-routine of announcing the price at the beginning, there was no big leader or host in the whole process, which also made the audience feel very comfortable.
When I went back to the hotel to check the activity information package, I realized that Wei Jianjun's boss (front row, first from left) was present, but most of the media at the scene knew nothing about it. There is no doubt that the top management of the enterprise can not introduce, talk or flatter, which can only be Wei Jianjun's own meaning.
According to my observation of various automobile brands in recent years, the products of automobile enterprises that can do well in marketing are not necessarily absolutely reliable, but the enterprise marketing that can do well in products is certainly not bad. Judging from the impression that this conference gave me, this car of Euler Good Cat is worth looking forward to.
After all this empty talk, what is Euler's good cat's car?
It has been a long time since the new car appeared, so I don't want to say much about the design of appearance and interior. The official price has been announced, so we will focus on the cost performance of this car.
First of all, the category positioning of Euler's good cat is rather vague. When it was first released, many media called it the first SUV of the Euler brand and classified the good cat into the compact SUV camp.
Judging from the wheelbase of 2650mm, it is no problem for a good cat to be classified as compact. The body height of 1596mm is obviously higher than that of some cars, but it is half a head shorter than the standard compact SUV. The outstanding chassis height is really a bit unwilling to be classified as SUV.
In the end, Euler played down the positioning of a good cat. After the official listing, its classification in car home has also become a "small car".
In fact, this classification is a bit unfair. Although the body length of Good Cat is only 4235mm, which is 6 1mm shorter than that of Volkswagen Golf 8, its wheelbase is 14mm longer and its width is 37mm more. More importantly, the back row space of Eulerian Good Cat can make Luigi of1.73m cross-legged very easily and show his space.
If you look at the actual space, Euler's good cat can definitely row to the compact level, which is the A-class hatchback. The Euler Black Cat that we are more familiar with is actually an A00 mini-car.
That is to say, compared with the black cat, the good cat has jumped nearly two levels in the whole vehicle level, so before judging the price of Euler, we must first understand this.
Good cats have a special position. At present, in the electric vehicle market, we can't find a very direct opponent. Some models with similar levels and prices can be parked on the side of the road and have a simple look:
Compared with these models, the configuration of Euler Good Cat in terms of safety, comfort and convenience basically has the advantage of subverting the status quo of the industry. In the pure electric vehicles of the same price, almost no one can approach a good cat in terms of functional configuration. Even considering the cruising range, good cat NEDC? The thresholds of 40 1 km, 50 1 km, 133900 yuan are also completely at the mainstream level of the same level.
Therefore, if some people are moved by the design and tonality of Euler Good Cat and are willing to go to the store to experience and understand, then Good Cat is likely to win such customers.
However, the advantage of Euler's good cat is also a big challenge it faces. Retro future modeling is a brand-new type in the current 65438+100000+electric market. Because it is a pioneer, few people will consider spending hundreds of thousands to buy a pure electric car with its own brand similar to MINI and beetle.
Coupled with the fuzziness of the size and grade, many people see the price of a good cat of 65,438+10,000+,and then compare it with micro electric vehicles such as black cat, white cat and Xinbaojun E300 series, which cost 70,000-80,000 yuan. It is easy to have the illusion that the price of a good cat is too high, and I am no longer willing to know more about it.
How to overcome this is actually a test of Euler's marketing level. Seeing this difficulty clearly, we can understand why Euler held such a luxurious press conference for a good cat.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.