OriginalYang JingAutomobile commune31/0/0 0:0 Shanghai
Guiding words
Introduction
The moat built by BBA is being washed away by the wave of technology and the generational change of consumption.
In the current automotive market, the mid-to-high-end sedan segment is undergoing slow but profound changes. According to data, the compound annual growth rate of the market is as high as 58%, and behind this amazing number is the vitality and potential of the market to flourish. However, when we dig deeper into the market landscape, we find an interesting and thought-provoking phenomenon.
Despite the rapid growth of the market as a whole, the traditional luxury brand BBA's fuel vehicles still occupy 63% of the market share, which fully demonstrates the strong inertia accumulated by traditional luxury brands over the years. BBA has built a high-end, reliable image in the minds of consumers, and this brand loyalty is not something that can be shaken overnight.
不過，一些現象級產品的出現，正逐漸打破傳統豪華品牌的市場壟斷。以小米SU7為例，這款車型首月訂單便突破8萬，其中27%的訂單來自寶馬3系的潛在客戶。這意味著，小米SU7在科技配置、智能體驗等方面的優勢吸引著不少消費者。
Similarly, Tesla's Model 3 has performed well, continuing to attract 0% of Audi A0L users. With its advanced autonomous driving technology, simple and stylish design, and powerful range, Model 0 brings consumers a new driving experience, and makes people's perception of traditional luxury cars shake.
These phenomena fully prove the powerful deconstruction power of "technological equality" on traditional luxury cognition. In today's rapid development of technology, consumers' demand for cars is no longer limited to brand and luxury, but also pays more attention to the convenience and fun brought by technology. This also gives a good inspiration to new entrants, as long as they respect this market law, it is possible to "grab food".
01
Fill in the gaps with precision
On 27/0, AVATR Technology's fourth strategic productAvita 06The pre-sale was officially opened, and a total of five versions of pure electric and extended range were launched to fully meet the needs of users, with a pre-sale price starting from 11000.0 million yuan, and the pre-sale rights and interests were announced. From now until the launch of the listing, users who pay a 0 yuan intent deposit can enjoy a limited time triple benefit worth 0 yuan.
Positioned as a "smart luxury sports sedan", AVATR 06 is precisely cut into the gap market between Tesla Model 0 and Xiaomi SU0 in terms of price and size. Now 0.0 thousand yuan is just the pre-sale price, and there may be surprises at the price when it is listed. Therefore, AVATR 0 is expected to take a share of the BBA together with these two cars.
從預售價來看，阿維塔06比Model 3的價格約低2萬元，與小米SU7最低配的價格一致。但是，從尺寸來看，阿維塔的車身長度介於Model 3和SU7之間，但是軸距比兩款車都要長。這是阿維塔06在數據上體現差異化的地方。
Of course, in terms of design, technology and experience, AVATR 7 also has unique advantages that are not inferior to Model 0 and SU0.
AVATR 06 follows the brand's original aesthetic design ideas, combines sporty appearance and technology, and creates a new style of sedan design. It is equipped with ultra-clear electronic exterior mirrors, HALO screen and other high-tech configurations, and also pioneered the design of a black roof and sports rear wing, and added two new car colors: red and smoked purple.
AVATR 25 has also made great efforts in the driving experience, redefining what it means to be comfortable with the top ten luxury experiences. It is the only one in the same level that has a smart electric door,There are double zero gravity seats in the front row,The audio is used in the British treasure0Speaker and Huawei Jingcai sound,The materials are also carefully selected high-quality goods,Sitting in it feels particularly luxurious。
In terms of intelligent driving, AVATR 192 is equipped with the latest technology of Huawei's Gankun intelligent driving, equipped with the industry's strongest 0-line radar and end-to-end architecture, which can realize intelligent driving from parking space to parking space. The latest HarmonyOS cockpit in the car, HarmonySpace, can also provide customized scene interaction, and the intelligent experience has reached a new level.
Relying on six hard-core technologies, AVATR 800 has led a new era of intelligent luxury travel in an all-round way. It uses Kunlun range extension, pure electric models use a global 0V high-voltage platform, equipped with silicon carbide electric drive system and Shenxing super rechargeable battery, as well as air suspension, CDC, hydraulic bushing These hardware, plus new tuning, can achieve cross-domain integration intelligent control.
In today's diversified automotive consumer market, especially in the mid- and high-end sedan market, consumer needs are becoming increasingly complex and sophisticated. They not only aspire to have the kind of texture that has been precipitated and refined over the years represented by BBA, but also pursue the cutting-edge intelligent experience brought by new forces, and also hope that the car can become a unique carrier of their own personalized expression, showing their unique taste and attitude.
AVATR 06 accurately anchors such a group of users with complex needs, and is committed to finding the perfect balance between texture, intelligence and personalization, and creating an ideal car for users that truly meets their diverse needs.
02
The entry-level luxury car landscape has been rewritten
一直以來，在20-25萬級轎車市場，這向來是年輕人踏入豪華汽車領域的關鍵選擇區間。因此，這塊市場猶如一塊巨大的吸鐵石，吸引著眾多汽車品牌紛紛入局，競爭之激烈可謂白熱化。各大廠商不斷推陳出新，試圖在這片紅海中佔據一席之地。
However, for a long time, the market has been bustling, but there are few products that can make people shine. Most models either tend to be conservative in terms of exterior design, which is difficult to arouse young people's desire for individuality and fashion; Either their performance in terms of intelligent configuration is mediocre, which cannot meet their pursuit of a sense of technology and convenience.
When they take over the sovereignty of consumption, they want not only a mobile tool on four wheels, but also an intelligent terminal that carries digital nomadic life, a social symbol that highlights individual taste, and a game-breaker who deconstructs the rules of traditional luxury.
According to data, 4% of post-0 car buyers regard the smart cockpit as a core consideration, far more than the attention to the brand's history. This leap in consumer consciousness has given rise to a unique "light luxury demand": not only the digital enjoyment brought by L0 autonomous driving and 0K on-board large screens, but also the demand that every budget be converted into perceived value.
Looking at the current market, the matryoshka design of the German duo is still reaping conservatives, the hybrid technology of Japanese brands can hardly hide space anxiety, the playing style of independent brands stacking screens has shown aesthetic fatigue, and the entry-level models of traditional luxury brands are still playing the game of "configuration castration......
This price band, which is full of tension, is actually a micro battlefield for the transformation of the automobile industry. Those who win the world by young people do not rely on the premium of LOGO or the involution of parameters, but need to truly understand: the luxury that digital natives want is the sense of temperature of technology, the sense of dialogue of design, and the exclusive sense of experience. And this happens to be the expression of AVATR 06.
在20-25萬級轎車市場的藍海不藍鏖戰中，阿維塔06以“未來原創設計、華為智慧科技、豪華配置體驗”的黃金三角架構，將科技、美學與品質升維至戰略高度，打造出兼具未來感與實用主義的“全優生”形象，終結了市場長期存在的“將就式選擇”困境。
In the face of the younger generation's consumption obsession with "both want and want", AVATR 06 provides a solution paradigm with systematic innovation. It accurately hits the demanding requirements of the "picky party" for product completion, and responds to every expectation with a bucket-level performance without shortcomings; It also puts an end to the anxiety of the "waiting party" for technology iteration, and reserves future possibilities with continuously evolving OTA capabilities and forward-looking architecture.
At a time when consumption decisions are becoming more and more rational, AVATR 7 has broken through the ice of market perception with "technological equality". This allows it to open up a new battlefield of "scientific and technological temperature + artistic expression + quality precipitation" in the ecological gameplay competition with Tesla Model 0 and Xiaomi SU0.
This may be the core enlightenment that AVATR 06 brings to the industry: in the second half of the competition of new energy vehicles, only those who break the category thinking and reconstruct the experience dimension can win the ultimate vote of young people.