On the evening of May 28, FAW Bestune's first micro electric vehicle "Pony" was launched at Yefengzhai Beach, a holy land for Internet celebrities in Xiamen.
The new car offers two range versions, 122km and 170km, priced at 26,900-31,900 yuan.
Once again seeing a mini car on the market, my first reaction was, are mini electric cars not outdated yet? Four years have passed since the last hot-selling car, the Wuling Hongguang MINI EV, was first released.
Micro electric vehicles were once very popular. At its peak, Wuling Hongguang MNIEV led the global small electric vehicle track with 550,000 units sold. Its hot sales made the Japanese, who are best at manufacturing small cars, dumbfounded. In order to find out its secrets, the Japanese dismantled a MINIEV. According to the well-known Japanese media "Nikkei", the Japanese estimated the cost after dismantling it. The cost of a MINI EV with a starting price of 28,800 yuan is about 27,000 yuan.
Later, some domestic brokerages calculated and concluded that selling a MINIEV worth 28,800 yuan would only make 89 yuan.
Now, four years later, the micro electric vehicle market is already a red ocean.
Data shows that from 2019 to 2022, the market share of A00-class new energy is 22.5%, 26.7%, 37.4%, and 25.7% respectively. These figures can only be used as a rough guide, as there are certain discrepancies between the data depending on the source of information. In 2023, the A00-class new energy market has dropped to less than 20%.
Even so, we are still as optimistic as the Europeans who firmly believe that small cars are the future. Experts generally believe that in the long term, "A00-class and A0-class electric vehicles still have a good development trend."
For FAW Besturn, Pony has some strategic significance. Last year, FAW Besturn introduced external investor Yueda Group through a capital increase. The purpose was to accelerate the new energy transformation of this joint venture, and the choice of micro pure electric vehicles as the first product of its transformation also expressed the company's move toward youth. The desire for transformation.
Therefore, Zhang Xincheng, a new generation actor born after 1995, was invited and came to the press conference as a "Pony ally". Girls love to see this face. It doesn't matter what the handsome guy said, no matter what he said, it would be filtered by this face and only remain decent. Zhang Xincheng said that after he personally tested the car, he didn't expect that the car could also feel like it was pushing back, which was a cute contrast.
In short, although the pony is small, it has all the internal organs and is a useful tool for travel. Three years ago, before I bought a MINIEV, I thought the same thing. Practice has proved that small cars alone cannot solve the anxiety of people in big cities, and sometimes even feel unfair. The body is shorter than that of a large car, but the parking fee has not been halved.
Our society is far from being humane enough to be willing to put ourselves in the shoes of people who drive cars. The Shanghai Jincang Mandarin near the company has an underground parking space specially opened for small cars, but it is not user-friendly at all. The parking space is next to the exit passage, as if to say that since large cars cannot park, then use the parking space. Parked for small cars; further away in the Huanmao, the most indispensable thing is the three-dimensional parking garage. It is a parking hell for large cars, but it is obviously much easier for small cars. I even found a parking space that does not require reversing. . But just when you are secretly glad that you have maximized the advantages of the small car, there will always be someone in charge of directing you to park in another position because the height of the car does not allow it.
There are many anxieties like this. In short, it is difficult for Xiaoma's future to be in a big city. Where are the people who have no worries about driving small cars? According to "Yicai Global", "With the explosion of the new energy market in 2021, the small and micro electric market will grow rapidly in the fourth, fifth and sixth tier cities, especially in the fifth and sixth tier cities. Sales volume in 23 years has maintained a high growth of more than 10%. Trend. In the future, the small and micro market will continue to move towards fifth- and sixth-tier cities.”
Among the cities where Pony is launched and delivered as soon as it is launched, Shijiazhuang, Jinan, Binzhou, Linyi, Zhengzhou, Shangqiu, Zhoukou, Dongguan, Xuzhou and Chengdu do not look like places where divorce appointments will be full.
There are too many anxieties in this era, and anxiety about selling a car is one of them. What is different from the car company's press conference four years ago is that in addition to a pair of loudspeakers on the stage, there is also an additional voice, live broadcast. Zhang Xincheng's voice, which made countless girls scream, was clearly mixed with a hawking cry. It was a sound that could straighten the back of a huddled person sitting on the beach with a level 6 wind in the evening.
Xiaoma's launch was a press conference without a leader, relying entirely on singing, dancing and KOLs. Compared with the era when every car owner had the dream of becoming an Internet celebrity, FAW Besturn seems to have its own way of getting among the crowd.
After the press conference, the second half was party time for Pony fans. After one or two songs to warm up, I heard you, you, you, you, you, you, you, you, you, you, you, you, you, you, you, you, you, you, you, you, you, I, you, I, I and you could I have, I, I and I, Ia, pay,din”,,,, wanm,, , and you, you, world and the you and the world of you character and the world of cadence of the cadence of the Ming dynasty will dance together. The last time I listened to New Pants was five years ago, during the band's summer.
In 2019, after experiencing the last round of economic downturn, some people thought of one person. Of course it was not a rock music person, but Kang Bo. Making money in life depends on Kang Bo. People try to find inspiration from the famous Kangbo cycle.
As Kang Bo said, the last opportunity for people over 40 to make money in their lives will be around 2030. That might explain why bosses are so anxious about selling cars, I guess.
