/PRCWT/Jan. 3, 2024 - The car market has been devastated, and no model can dominate the world anymore. This is the truth that the coming year of 2023 tells us: if a brand wants to survive, it must have its own clearer positioning; if a car wants to become popular, it must be vertically and vertically into the sub-scene. The Extreme Fox pure electric compact SUV α coefficient T5, which went on sale on the 27th, adds another footnote to this, which may also be the final work of this year's scene-based car.
As a family scene car, the official guide price of 155,800 yuan to 199,800 yuan is very sincere. At the press conference, Dai Kangwei, secretary of the Party Committee and general manager of BAIC New Energy, said: The arrival of the All-You T5 is an all-round hexagonal warrior who guards happiness, and an awesome partner of All-You students in multiple scenarios such as family, parenting, self-care, work, and social interaction. It is a gift of love to Chinese families.
BAIC Blue Valley may be the first car company in the automotive industry to invest heavily in the research of scenarios, target groups and technical solution connection system. They believe that homogeneous automotive products cannot meet the diverse consumer needs of the younger generation of consumers. Therefore, they draw on the product development model of ICT companies and introduce the concept of scenario-based development, so that cars carrying the mission of "third space" after the home and office can be customized according to different scenarios and needs to meet the different needs of different consumers. From Extreme Fox α coefficient S/T Forest Edition, Extreme Fox α coefficient Pilot Edition, to Extreme Fox Koala, and then to Extreme Fox α coefficient T5, the Extreme Fox brand will usher in the fourth new model in 2023. BAIC Blue Valley's "scene-based car building" path has become increasingly clear.
Extreme Fox Koala is the first landing model of Extreme Fox's "scene-based car building". It is positioned to provide customized solutions for the specific scene needs of parent-child travel people. It is known as the "world's first smart parent-child car". Since its launch on September 20, the market response has been better than expected. In this car, BAIC Blue Valley has a deep insight into the parent-child travel vehicle needs of the post-90s and post-95s "new-idea mothers" groups, and took the lead in responding to the "Mother-Baby Friendly Car" group standard issued by the China Maternal and Child Health Association, and raised the standard to a new height. Focusing on the deep-seated needs of the parent-child travel market for safety, respiratory health, contact health, comfort and convenience, Koala has created a warm parent-child mobility space with systematic solutions, creating the industry's first smart parent-child car, Extreme Fox Koala, to solve the problem of "baby travel" by mother.
With the help of koalas, 2023 will become the "volume" year of Extreme Fox, and sales are expected to double in 2023. It can be said that the scene-based car-making strategy has gradually explored the development direction of the Extreme Fox brand and put it on the right track.
In the era of incremental market, the so-called "niche market positioning" and "target group" of a car is generally an "acquired" marketing strategy from the sales side. For example, Audi, which is known as an "official car", is more reflected in the shape, space, brand value and other aspects that are in line with the administrative image, but in fact it is not exclusively designed for executives, including "driving a BMW, riding a Mercedes-Benz", etc. The meaning of its model positioning is more at the level of brand perception. At that time, the positioning of sub-segments also explored the conceptual level of SUVs, sedans, and business vehicles at most.
In the era of low growth, it is different. The product supply in the market is extremely rich, and consumers' tastes are becoming more and more diverse. If you want to get a bite out of the limited cake, you have to consider the real needs of the target customers from the beginning of the design, so as to firmly grasp the cake that belongs to your own unique taste. This is the origin of the scene-based car. Although it was BAIC Blue Valley who first proposed this concept, in fact, many car companies have begun to try and explore in this regard in recent years. For example, NIO emphasized the "Queen's co-pilot" in the first car, and prepared a lot of small configurations suitable for women's living habits; for example, the ideal of producing the "Daddy car" is famous, with enough space and enough seats, so that families with two or even three children can travel as a family; there is also the sudden emergence of Chery's Jietu brand, which is positioned for self-driving tours. The design of a barbecue grill after opening the trunk can see the sense of the scene; not to mention the British black hat taxi acquired by Geely, which is designed to be very
The listed Extreme Fox α coefficient T5 is a "pure electric SUV for young urban families". Starting from the full-scene needs of young families "both want, want, and want", BAIC Blue Valley focuses on user requests in multiple dimensions such as safety and health, intelligent performance, comfortable space, and leapfrog quality. The car is designed with the concept of "walking towards the light", with a simple styling style, technology, dynamic, and light luxury. The space utilization rate is the first in the same class of cars, and the safety protection far exceeds the industry average of 60%. In terms of health standards, the VOC in the car reaches the maternal and infant grade standard, which is infinitely close to 0 aldehyde and 0 benzene, and 4 ultraviolet sterilization lamps are added to the air duct of the air conditioner. Extreme Fox α coefficient T5 has a battery life of 660KM, a 100-kilometer energy consumption of 13.9kw.h. It is also equipped with the only 800V high-voltage overcharge in the same class, which can achieve 10min energy replenishment of 260km. Extreme Fox α coefficient
This year, BAIC Blue Valley has accelerated the pace of product rejuvenation. Before α coefficient T5, Extreme Fox α coefficient S pioneer version, Extreme Fox α coefficient S forest version, Extreme Fox α coefficient T forest version, and Extreme Fox koala have been launched one after another, and the product matrix continues to be rich. Starting from koalas, Extreme Fox products are aimed at more accurate people. It is understood that this year and next, Extreme Fox will launch 7 new products with the concept of scene building cars, gradually realizing the complete transformation of product strategy from competitor benchmarking to scene application.
It can be said that as Jihu enters a new growth cycle of continuous and steady increase in sales, "scene-based car building" has also been completely transformed from a marketing concept to a model design concept. Vertical, vertical, and more vertical, this more specialized, refined, and deep "user" spirit will help car companies survive in 2023, and may become more of a prairie fire trend in the upcoming 2024.
