Changan EV enters the micro BEV market

On December 24, 2020, a report released by the National Big Data Alliance of New Energy Vehicles, together with some institutions, in Beijing showed that the average annual market share of small pure electric passenger vehicles has reached about 40% in recent years. The potential consumer market makes Hongguang MINI EV the world's second best-selling new energy vehicle.

Where there are opportunities, there are battlefields. At the end of 2020, Changan EV Changan Benben E-Star National Edition started pre-sales. The pre-sale price starts from 29,800 yuan, providing consumers with more choices for travel.

In fact, as early as April 2020, Changan EV launched the E-Star model. The models launched a total of two models, priced at 69,800 yuan and 74,800 yuan respectively. However, due to the high price, the sales volume in the market has not been tepid and has not received outside attention.

In contrast, the Hongguang MINI EV, which was only launched in late July 2020. Due to the success of the low-price strategy, in 2020, the vehicle has sold a total of 127,651 units, ranking first in the new energy list for three consecutive months.

Taking into account the high price setting, the price of Benben E-Star was lowered to 30,000 yuan and the price of Hongguang MINI EV was equivalent, so the national version of Changan Benben E-Star was born. The sales staff in the Changan EV4s store said that the new car is in the pre-sale stage. At present, the national version has three price points for consumers to choose from. They are 29,800 yuan, 39,800 yuan and 49,800 yuan, respectively. The cruising range is 150KM, 301KM, and 301KM.

From the appearance point of view, the appearance of the E-Star National Edition continues the design style of the Benben EV. The air intake grille is almost completely closed, and the "EV" logo is also displayed in the lower left corner. At the same time, the addition of the two-color body also adds a stylish atmosphere to the car. The waistline on the side of the car body creates a visual experience of diving down, and the two-tone five-spoke wheel further enhances the visual effect.

The Changan Benben E-Star National Edition allows consumers to completely get rid of the stereotypes of small space and uncomfortable rides. First of all, it adopts a five-seater layout and can take up to a family of five. Compared with competing models of the same level, the size has obvious advantages in space, and adults will not feel crowded when sitting in the back row.

In order to solve the pain points of consumer battery life, the national version of Changan Benben E-Star is divided into high-end models and low-end models. The high-end models provide lithium iron phosphate and ternary lithium batteries for consumers to choose from. Both are 301 kilometers. After the new car makes up for this shortcoming, users can get rid of the trouble of insufficient cruising range, and can enjoy the warmth brought by air conditioning in winter without worrying about insufficient power.

The new car directly competes with the Hongguang MINI EV model in terms of price and naming. Although the fight in the field of minicars is not as fierce as other sub-sectors, can the late Changan Benben E-Star national version really seize the leading position?

Since its official launch at the end of July last year, in less than half a year, Hongguang MINI EV became the second best-selling model in the world this year. According to the survey and statistical analysis of SAIC-GM-Wuling, the overall demand for small electric vehicles from domestic users is tens of millions.

When the new energy market is not yet mature, consumers prefer small cars. A petite figure can travel freely in the city, and the price of a mini car is relatively low. For the market in the early stage of development, it is sought after by consumers.

But behind the low price is the price of safety. It is understood that all macro MINI EV series are not equipped with airbags. There is a point of view to explain this issue. Most of the use scenarios of Hongguang MINI EV are urban low-speed use. The opening of the airbag must meet conditions such as a relative speed greater than 50km per hour. For urban scooter such as Hongguang MINI EV, there is little chance to drive to a speed of 50km per hour or more.

If it is based on this consideration, there is no airbag, which is destined to only become popular in third- and fourth-tier cities and rural areas. For users in first- and second-tier cities, the upcoming Benben E-star national version has become the best choice. The sales staff of the Changan EV 4S store said that the new car does not have airbags except for the 29,800 version, and the 39,800 yuan and 49,800 yuan models are all equipped.

As an auxiliary protection system, airbags can provide additional protection for the driver in the event of an accident. When life is threatened, it is also the last line of defense. Therefore, it is not advisable to pursue a low-price strategy at the expense of safety.

Sales of new energy vehicles have been booming in recent years, but people are more inclined to buy fuel vehicles. The main reason is that the charging speed of pure electric vehicles is too slow and the waiting time is too long.

Taking this into account, the basic configuration of the high-end version of the Benben E-Star National Edition can be equipped with a fast charging function, which can be charged from 30% to 80% in just 30 minutes. It can also meet the needs of emergency travel. Hongguang MINI EV currently only supports 220V home slow charging. The long battery life version requires 9 hours to fully charge, and the short battery life requires 6.5 hours to fully charge. For users with a fast-paced life, the long charging time cannot meet their own needs.

The arrival of the Benben E-Star national version threatens the Hongguang MINI EV that dominates the market. According to the current market awareness, how confident is the upcoming Benben E-Star national version? Cui Dongshu, Secretary General of China Passenger Car Association, said: “The new car can compete with Hongguang MINI EV in terms of price and configuration. It is hopeful that the monthly sales will exceed 10,000 yuan and it will be able to seize some market share. However, due to the limited sale of 29,800 yuan models, some sales may be affected. "

The upcoming Benben E-Star national version is favored by the outside world and is considered to be the product most likely to defeat the Shenche Hongguang MINI EV. However, because the volume of Changan EV in the market has been low, and there is no gene for creating a popular model, some people are skeptical.

Some insiders believe that: "The future of electric vehicles is a field that car companies must compete for. Although Changan EV entered the market relatively late and its development path is not ideal, the market competition pattern has not yet formed. Accelerating in-depth research and development still has a great opportunity to catch up." Cui Dongshu This point of view is also recognized: "Changan EV is currently in a state of strength, and it is in the middle-level position in the new energy market. With the support of Changan Automobile behind it, it is still competitive."

The development of electrification has become a global consensus, and both new forces and traditional car companies continue to increase their weight. According to the previously announced development plan, Changan EV plans to invest a total of 10 billion yuan in the next three years, which will further accelerate the creation of new energy exclusive platforms and the research and development of intelligent networks.

Summary: Since the subsidy began to withdraw in 2017, the heat of the new energy market has not decreased with it. Every year, some new energy car manufacturers withdraw from the battlefield. Under the tuyere effect, companies are rushing to enter the market. As a member of its own brand, Changan EV constantly updates and improves its product layout. The Benben E-Star national version launched this time not only has a long cruising range, but also has more space and better comfort. It is entirely possible to create a people's scooter that is ideal for users.