1, brand influence
Sales growth has expanded significantly.
Euler brand was founded in August, 20 18. The Great Wall named the new brand after Euler to commemorate the world-famous mathematician Mr. Euler, who not only made great contributions in the field of mathematics, but also pushed mathematics into the field of physics. In addition, mathematics is not only the basis of human progress, but also the basis of automobile research and development, so Euler also hinted that Great Wall Motor would be meticulous and build a good car.
In terms of vehicle positioning, Euler is positioned as a new generation of electric vehicles. Different from traditional car-making enterprises and new forces, it is difficult to change oil into electricity and deliver it. Euler has a deep foundation that the new forces of building cars do not have, and the quality control is more in place. In addition, Euler is also a rare independent brand of new energy in traditional car-making enterprises, and a variety of new energy vehicles can be built through exclusive electric platforms.
Nowadays, Euler iQ, Euler White Cat and Black Cat all come from me pure electric platform, and they have won many praises in the market with their excellent cruising range and lovely appearance. In the past September, the sales volume of Euler brand was 66 19 vehicles, up 253% year-on-year, among which the sales volume of Euler black cats was 5 1 vehicle, up 2065438+ year-on-year. , Euler White Cat went on the market for 3 months, with a cumulative sales volume of 2,227 vehicles; Euler IQ also increased by 237% year-on-year.
In 2020, Great Wall Motor launched the Great Wall Gun, the third generation Haval H6, WEY? Representative models such as VV7 Babos, 202 1 VV6, and Euler White Cat, as well as the three scientific and technological brands of "Lemon, Tank and Coffee Smart" have also been officially released, all of which represent the brand-new concept of making cars for Great Wall Motor and lay a solid foundation for the future global development. Therefore, in the brand influence evaluation, Euler brand was given a four-star evaluation.
2. Consumer expectations
Stay cute and retro to attract young people's attention
For the consumer expectation of Euler Good Cat, we introduce the big data collection and analysis system of Chezhi. com to analyze it, so as to get the public opinion trend about new cars on the current network.
As of press time, Ola Good Cat has collected 102970 Internet information, and the main ways to obtain information are news client, Weibo, various forums and WeChat. Among them, news client and Weibo are more active. Through analysis, it is known that the report about Euler's good cat was first published on June 7, 2020, with the title of "Lovely retro style Euler ES 1 1 patent map", and the peak volume of the whole network appeared on September 30, 2020, that is, during the Beijing Auto Show, * * produced1.
According to the collected information of 102970, 99. 1% is positive and neutral, and only 0.9% is negative. Among them, most people think that the retro style and two-color interior of Euler Good Cat are very fashionable.
3. Analysis of product highlights
Adopt a brand-new platform to create an overall design, which is more retro.
Euler Good Cat Lemon Platform Architecture+Coffee Intelligent Ecology The first pure electric vehicle, in which the lemon platform is positioned as a global high-intelligence modular technology platform, which can adapt to all models of A0, A, B, C and D, and also covers the three major markets of SUV, car and MPV. Power can cover four power combinations: traditional fuel, hybrid power, pure electric power and hydrogen fuel cell. Coffee Intelligence is an intelligent brand of Great Wall Motor, covering intelligent cockpit, intelligent driving and intelligent electronic and electrical architecture. It is an intelligent system for future travel.
In terms of its own products, the overall shape of the new car is more retro. Because the air intake grille is cancelled for pure electric vehicles, the front face of the new car looks more concise, and the led oval headlights cooperate with the front part surrounding the bottom through the air intake, further improving their recognition. It is worth mentioning that the car was designed by a former Porsche designer, so the falling hatch cover and headlights protruding on both sides are also a tribute to Porsche classic models. In addition, the car will launch a GT version in the future, which makes the car look more dynamic due to the addition of the sports kit. In terms of body size, the length, width and height of the new car are 4235mm, 1825mm and 1596mm respectively, and the wheelbase is 2650 mm In terms of the rear end, the new tailgate design is fuller, and the big curved tailgate also makes the new car more agile.
The interior of the new car also adopts a two-color design, which also maintains a rounded style in appearance, while the dual-spoke multi-function steering wheel still has a strong retro atmosphere. The design of large-size LCD instrument and central control panel is also in line with the current fashion trend. In detail, the interior of the new car is equipped with chrome-plated decoration in many places, including the metal rod inside the air outlet of the through air conditioner and the air conditioning control area, which enhances its exquisiteness.
In terms of power, the new car is equipped with TZ 153XS000 drive motor produced by United Automotive Electronics Co., Ltd., with maximum power 105kW and maximum torque of 210N m. In terms of battery, the car is equipped with ternary lithium-ion battery produced by Honeycomb Energy Technology Co., Ltd., but the battery still comes from contemporary Amperex Technology Co., Ltd. In terms of materials, the battery pack adopts SMC composite battery pack upper shell and aluminum alloy lower shell, and the battery pack has an integrated electric heating system. The whole power system can make the new car last up to 50 1km.
4, the new car quality reputation
The quality of new cars is good, and the overall complaints are low.
The word-of-mouth of new car quality will be scientifically analyzed based on a large number of complaints from real car owners, so as to give a reasonable prediction and evaluation of the word-of-mouth of new car quality. Among them, brand-new models will be pre-judged and evaluated with reference to their brand complaints and typical fault points; For the replacement and modified models, the complaints and typical fault points of their respective cars will be referred to for pre-judgment and evaluation.
As a brand-new model that has not yet been listed, Euler Good Cat will analyze the complaints of its best-selling models. According to the data of Chezhi.com, in 20 19, Chezhi.com * * * received 15 complaints about the brand of Euler, which came from the black cat of Euler and the iQ model of Euler. Complaints are scattered, and the three types of fault problems with high complaints are vehicle interconnection fault, charging fault and braking fault, but the number of complaints remains at the single-digit level. At present, there is no * * problem in Euler's models. So for the time being, it can be considered that Euler's good cat is less likely to have sexual problems. But the actual situation has yet to be determined after it is put on the market.
In order to reflect the word-of-mouth performance of new cars more objectively, we will introduce the "complaint sales ratio" to judge, that is, the ratio of new car sales to complaints in a certain fixed period of time.
In 20 19, the cumulative annual sales volume of Euler brand was 38,865 vehicles. Through calculation, the sales volume ratio of complaints of Euler brand in 20 19 is 8.3/ 10,000, which is far lower than the industry average of domestic passenger cars in 20 19, which is 23.6/ 10,000.
Through the analysis of complaints, fault points and complaint sales ratio of Euler brand, we can have a general judgment on the future performance of Euler Good Cat in terms of quality reputation, which can basically maintain the existing quality reputation level and has obvious advantages in the same class.
5. Reputation of after-sales service
The number of dealers with satisfactory response rate needs to be improved.
In measuring the after-sales service reputation of new cars, a certain number of real car owners will be randomly selected for a return visit. After the owner complains about the car series/brand of the new car, the enterprise will investigate the response and solution of the owner's complaint, and relatively objectively predict the future after-sales service reputation of the new car.
In view of the problems existing in the models under the brand of Euler, we paid a return visit with 20 car owners, and all the car owners said that they had received the reply from the manufacturer to the complaint, which shows that the manufacturer attaches great importance to the demands of the car owners.
After the vehicle is purchased, it will inevitably involve the daily maintenance of the vehicle. At this time, the number and distribution of brand dealer stores are very important, and even have a certain impact on whether consumers buy the brand models. According to car statistics. Euler currently has 236 dealer stores in China. Covering 24 provinces, autonomous regions and municipalities directly under the central government, Jiangsu and Hebei have a large number. In addition, there are 4S stores in Heilongjiang, Jilin, Inner Mongolia, Qinghai, Ningxia, Xinjiang and Tibet. We believe that with the continuous expansion of brand influence in the future, these areas will eventually have storefront coverage.
Total? knot
Since the establishment of 20 18, Euler brand has continuously accelerated the product layout in the market, and successively launched unique pure electric vehicle products such as Euler iQ, black cat and white cat, making Euler brand occupy a place in the pure electric compact car and mini-car market. Nowadays, the launch of Euler Good Cat further enriches the product line of Euler brand, and also marks the official entry of Euler brand into the pure electric small car market. In addition, thanks to the good reputation accumulated by pre-listed models such as Euler Black Cat, it is believed that the launch of Euler Good Cat will attract more young consumers' attention and contribute to the further promotion of Euler brand sales.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.