I recently came into contact with a Korean EV owner. Since buying Qin in 2014, she has successively bought Tang DM and Han EV. It is said that she is also the 900th car owner of BYD New Energy. As a lawyer, Wu's views on car consumption are bold and rational. The key is to understand cars. This surprised me, who had been engaged in automotive product planning, and I gained some new knowledge.
01
If you turn the time back to 2014, you will find that plug-in hybrid vehicles are still a relatively rare thing. On the one hand, there are only a handful of brands launching this hybrid car, and on the other hand, it is difficult to see it on the market. At that time, buying a BYD Qin and a domestic hybrid car that still cost hundreds of thousands after subsidies was a "non-mainstream" behavior and puzzling.
“I prefer to try new products, and the price is not high.” This was Lawyer Wu’s answer to my doubts.
Obviously, this is a very good and reasonable explanation. Because, as far as plug-in hybrid vehicles are concerned, compared to mainstream fuel vehicles, they are a new thing for most people, and they are not even mainstream now. If you don’t like the consumer psychology and economic foundation of early adopters, it is obviously not easy to actively accept a plug-in hybrid vehicle.
But just because of the premise of "liking to try new things" and a good economic foundation, it is obviously not enough to support Lawyer Wu to purchase a Tang DM worth more than 200,000 yuan the next year and become an early owner.
“Actually, I think it’s worth it. The car can provide a new experience.” This is also the reason why Lawyer Wu will buy more Tang DMs in a short period of time.
The so-called value, in her opinion, does not mean that Qin or Tang DM has a certain pure battery life, so the cost of daily use is low (charging is relatively cheap). While this is an advantage, it's not the whole story. Instead, take Tang DM, which Lawyer Wu has been using for a long time, as an example. Its acceleration performance is good. The acceleration performance of 100 kilometers within 5 seconds is not found in models of the same price range. It can be powered externally, and in addition to using in-car computers and other customer-friendly services, it also has a camp mode. Based on this, when going camping, she can use electric barbecue, pressure cooker, hot pot, etc. , especially in places where open fires are not allowed, so that her family can enjoy a richer camping experience, "from primitive life to modern life."
"After purchasing Tang DM in 2015, I saw the Han EV in April last year and picked up the car in September. In the process, I did not buy other BYD cars until the Han EV." According to Lawyer Wu, fuel vehicles are not irreplaceable. New energy vehicles will be the future trend, and domestic brands will definitely take the lead.
Lawyer Wu said frankly that when she was considering buying an electric car, she looked at Weilai and Tesla, but why did she choose BYD's Han EV? Safe, was her answer. In her view, there are currently some electric vehicle battery fires and explosions caused by collisions, short circuits, etc. "If we encounter one, it will be the end if we can't get out." Many other brands of electric vehicles are not as safe as BYD's blade batteries, so we chose Han EV.
In addition, in Lawyer Wu’s opinion, the appearance and interior of the Korean EV are good and very high-end. The new car has no odor, has many configurations, is smooth and quiet, has a large rear seat, and the seats are very comfortable to sit on. Usually the driver drives, so she felt like she was in an executive car in the back. Because there is also a 220V power outlet in the car, you can still use the computer to handle things in the back seat when you are out in the field; because there is also a camp mode, you can also use various cooking appliances when going out.
02
After some exchanges with Lawyer Wu, I discovered an interesting thing. Although she likes to try new things and is bold when facing new things, she will use her own Based on rational judgment, he also knows a lot about cars. In the past, this was rare among fuel vehicle owners.
For example, she has repeatedly emphasized that buying hybrid cars and pure electric cars will provide a faster acceleration experience, but in fact she herself admits that she is a good driver. The pursuit of acceleration performance is actually because she feels that an accelerating car is easier to avoid danger at critical moments. It is for safety, not for intense driving.
For example, she mentioned the smell in the car many times because she felt that a car with better air quality would be more reliable for her and her family's health.
For example, even if she likes to try new things, she will take the time to understand the principles of plug-in hybrids and pure electric vehicles in advance, understand the safety of blade batteries, and then decide to buy them after approval.
For example, she knows that the value retention rate of current electric vehicles is not high, but compared with enjoying new products, the value retention rate is not that important.
For example, she also knows that BYD's brand is not as noble as luxury brands, but because she has not considered using the brand to show her identity, this car is worth it, let alone supporting domestic brands.
Lawyer Wu’s view on consumption touches me a bit. Is she a representative consumer of new energy vehicles? Do other BYD new energy car owners or other brand new energy car owners do the same?
Chatting with colleagues in the industry, I found that they saw that many users know more about new energy vehicles than sales consultants. Especially in the Difen Group, many senior players will spend a lot of time studying BYD's new products. The principles of energy vehicles are compared with those of other new energy technologies.
I can’t say whether such users are common among new energy car owners and BYD new energy car owners, but experience tells me that new energy car owners and fuel car owners are different, at least when it comes to new energy vehicles. That's how it was in the early days. Because in real life, most people who are willing to spend a certain amount of money to try something new are not hot-headed. Instead, they try to be early adopters based on their willingness and ability to explore new things. Therefore, current new energy vehicle owners will take the time to understand new energy vehicles, while users in the era of fuel vehicles are not so easy to follow the crowd and not understand, such as the principles and structure of the engine.
Therefore, I further believe that in the current process of promoting new energy vehicles, if car companies listen to the needs of users to a greater extent and even allow users to participate in the development and promotion of new energy vehicles, it will be better than The era of fuel vehicles is even more important.
One million car purchase subsidies