Then the problem is coming, and the driving of electric vehicles is becoming more and more similar. What should luxury brands look like in the electric age? From what aspects will they establish their dominant position in homogenization? This is an open topic at present, and all brands are answering it in different ways.
BBA has also introduced electric products, but it makes people feel more passive and can better meet people's needs. BMW, in particular, is a pioneer in electric vehicles, and has introduced the very sci-fi i3 and i8.
But the concepts of i3 and i8 are more significant. In terms of dynamic models, BMW held back for a long time, and finally only handed over iX3, a product with obvious traces of "oil to electricity".
Mercedes-Benz EQC and Audi e-tron are also expensive, but it's hard to get excited. Apart from replacing the engine with an electric motor, these two cars are not much different from the original models of Mercedes-Benz and Audi.
It shows that the management mode of luxury brands in the past is no longer feasible in the electric age. Instead of hanging a luxury brand logo, everyone will recognize you. In the field of electric vehicles, BBA logo is not as appealing as Tesla and Weilai.
In the field of electricity, Weilai is a successful person in shaping high-end products. Weilai focuses on service, which is different from BBA and Lexus. The service of old luxury brands is more ritualized, and many things may not help you, but only make customers feel served.
Weilai's services are more practical, such as providing one-button power supply and nanny car rescue. , is to solve your urgent needs. Electric vehicles have some defects such as cruising range and convenient charging. Weilai skillfully uses these defects to give herself extra points in front of users.
Of course, Weilai also has gimmicks, such as setting up Nio in the most expensive areas of major cities. The house makes the owner particularly proud.
But even Nio? The atmosphere inside the house is also more relaxed than that of the old luxury brand 4S shop. Nio？ The point of House is to let you communicate with other car owners, not to let you serve as an uncle. Weilai is the most successful brand in circle marketing at present, and the car has become an admission ticket. Many people are looking forward to buying Weilai and making friends with other elite car owners.
However, Wei Lai also has his own worries. At present, the profit from selling cars cannot cover the expenditure on services, and Weilai is still at a loss. Therefore, it is worrying whether Weilai's high standard service can be maintained for a long time.
Tesla sold early when it came, and there were nearly one million models in the early days. S has established a high-end image; Second, the sense of technology is strong, and the car experience completely subverts the fuel car.
Everyone will be "scared" when driving Tesla for the first time. The door handle can be hidden electrically, the car can walk without ignition, the top of the head is completely transparent, and only a big screen is left inside.
There are also functions such as automatic driving, lane change with lights, high-speed automatic overtaking, and high-speed automatic downhill, which first appeared on Tesla.
It is no exaggeration to say that there are more or less traces of Tesla on all kinds of electric vehicles today. For example, hidden door handles and oversized central control panels. All brands despise Tesla, but their actions are honest. Many designs in the car are based on Tesla. As an electric pioneer, Tesla is naturally highly respected by consumers.
But Tesla also has hidden concerns, models? 3 The price has dropped again and again, and the sales volume accounts for a huge proportion in the brand, and the presence of high-priced models in the brand is getting lower and lower. Models? After the delivery of the three countries, the endurance fidelity also declined, which affected the word of mouth to some extent.
On the other hand, in terms of autonomous driving, new domestic forces are catching up. Basically, Tesla has a function, and Wei Lai will follow up later. Even Tucki P7' s newly updated autopilot is smarter than Tesla at high speed.
As mentioned above, BBA has not achieved much in the field of electric vehicles. Traditional luxury brands, such as Polestar Polaris and Porsche, can also attract attention through ingenious gameplay.
Polaris is an electric brand owned by Volvo. Volvo's simple style is really suitable for electric cars. As for Porsche, it launched Taycan, an electric sports car.
Polaris 2 and Taycan have certain characteristics, both of which give full play to the advantages of traditional manufacturers and do very well in driving. Polaris 2 has an optional olins shock absorber. It's really a little Porsche when it's hung tight after it's installed. ...
As for Porsche Taycan, it has been proved to everyone that electric vehicles can also have mechanical charm, and the chassis and steering are still as accurate as Porsche. As everyone commented, Taycan is a Porsche, and then an electric car.
However, Polaris 2 and Porsche Taycan have similar problems. First, the data is not outstanding, Polaris 2 cruise is not high, and Porsche Taycan entry acceleration is not strong. Manufacturers will say that these exaggerated data are useless, but electric buyers often need to talk about capital; Second, they are all too expensive. At present, Polaris 2 exceeds 400,000 and Taycan is nearly 900,000. It's easy to choose more than one million.
Frankly speaking, if the prices of these two brands are set low, people will be very impulsive to buy them.
There is another brand that is special. Originally, it was a civilian brand, but in the electric age, the brand has been upgraded, and BYD is the most typical one.
For example, the recently launched Han sells for more than 200,000 yuan, which is equivalent to directly using the Tesla model? 3 to compete. The price of 200,000-300,000 yuan is also a "luxury" in the field of electric vehicles. It is inevitable that someone will make fun of it. They had no money to buy BYD before, but now they have no money to buy BYD. Including Tang EV, the price of top models has exceeded 300,000.
Tesla model? 3 and P7 emphasize the sense of technology and driving, while BYD Korea returns to the household level, with the comfort and quietness of vibration filtering as its selling point. Believe it or not, BYD Han's sense of driving ahead has the illusion of straying into a C-class car like BMW 5 Series.
Similar to BYD Han, Li One also pays attention to comfort. At first, the appearance of Li One and the use of a three-cylinder engine as a range extender, including me, were somewhat contradictory to this car.
However, after driving, the comfort of this car, even if the budget is 600,000, is difficult to find an opponent in the SUV. It feels heavy and quiet when you walk, and the three-cylinder engine is well hidden.
How advanced is Rolls-Royce? Many people who have driven a car will describe the acceleration as silent and extremely smooth, just like driving an electric car. Visible, between the motor and comfort, is a pair of good friends.
Li One and BYD Han have similar characteristics. With the help of the motor, the comfort is outstanding, but the driving pleasure is relatively low-key.
Well, these are some high-end examples in the field of electricity. There are game services, game driving and leapfrog comfort. What is your ideal electric luxury car? Welcome to speak enthusiastically in the comments section.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.