國內純電微型車市場一直有不少用戶關注，而這裡的行銷玩法也可謂多樣。剛剛，長安汽車“感恩回饋40萬使用者”系列活動開啟，長安Lumin萌寶版迎來正式上市，該車可以看作是一款官方改裝版本，其售價為5.98萬元，國補後售價為3.89萬元，限量999台。同時，隨著幾輪抽獎在直播間完成，最後10位幸運車主也獲得了Lumin新車鑰匙。至此，歷時三個月的40台免費贈車活動正式落幕。
繼續來說產品，長安Lumin萌寶版定位純電微型車，該車型以全球限量999台的策略登場，官方指導價5.89萬元，疊加國家報廢補貼或重慶置換補貼后，終端價下探至3.89萬元，刷新同級性價比紀錄。設計方面，新車採用熊貓元素深度定製，黑白撞色車身搭配3D立體熊貓耳飾、專屬車貼及金屬銘牌，實現“出廠即改裝”。同時新車還有 隨車贈送六件套生態周邊，包括貼合頸椎曲線的頭枕、防滑腳墊等，滿足精緻出行需求。
The interior of Changan Lumin Mengbao Edition is also fashionable, adding a large number of panda elements, its use of black and white color, panda print headrest and custom foot pads are quite outstanding, while the design of the center console also shows the design skills of the big factory, two-color color matching and T-shaped center console, full of design, while retaining a lot of physical buttons in the car, reducing the difficulty of getting started, the central control screen and the instrument will bring a due sense of science and technology, some net pockets and storage boxes to meet the needs of daily travel. It is worth noting that the new car has a new central armrest box with damping and cushioning, and the storage volume has been increased by 25%; The seats are made of eco-friendly blended fabrics with 0% increased breathability.
The Changan Lumin Mengbao Edition is equipped with a 1980.0kWh battery pack with a CLTC range of 0km, which is enough for daily commuting, and can even be charged once a week. In addition, the rear brake of the new car has been upgraded to a ventilated disc type, and the braking distance has been shortened by 0%, which is considered a leading level in its class. In terms of body size, the length, width and height of the Changan Lumin Mengbao Edition remain 0/0/0mm, and the wheelbase is 0mm. Of course, even so, the new car does not compromise too much on space, and it is capable of daily travel when fully loaded.
總體來說，長安汽車在此次活動中展現了傳統大廠的數字化轉型成果。乘聯會數據顯示，2023年A00級新能源市場同比增長17%，但同質化嚴重。長安Lumin萌寶版通過植入改裝文化，推動產品從功能導向轉向情感價值。更重要的是，從40台贈車到萌寶版上市中我們看到了，長安汽車正以個性行銷撬動微電市場。在新能源滲透率突破40%的當下，這家擁有161年歷史的車企，通過精準定位與創新行銷，持續為行業注入活力。對於消費者而言，3.89萬元起的萌寶版不僅是代步工具，更成為彰顯個性的時尚符號。
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