Since 2023, new energy vehicles have officially entered the post-subsidy era, and the industry predicts that the market will enter the cruel knockout stage. However, I didn't expect the first year's finals, and the industry was involved to an unprecedented extent.

As the weather vane of the automobile market, the Shanghai Auto Show is the epitome of the future competition situation: many traditional manufacturers have not seen a traditional fuel vehicle on their booths, and even new energy giants like BYD have begun to seize the market of EV below 654.38+ 10,000 yuan. It can be seen that the next market share, scale effect and so on. , will be a top priority related to the survival of enterprises.

Compared with other new forces, Nezha Auto's new car planning is a bit "different". At this year's Shanghai Auto Show, the brand's first pure electric sports car, Nezha GT, was officially launched, and the official guide price was 65,438+07.88 ~ 226,800 yuan.

Although many brands have launched GT models focusing on young sports at present, they have basically made a low-waisted shape and increased some horsepower. In the true sense, there is only one two-door four-seat pure electric sports car in China.

Zhang Yong, co-founder and CEO of Nezha Automobile, said at the listing conference that the positioning of Nezha GT is "a new generation of GT technology electric running". Relying on the technical advantages of Shanhai platform, the price of 654.38+078.8 million yuan has a million-level product strength, which truly ends the privilege of sports cars with technology and achieves "the best sports car within 2 million".

As we all know, new car planning is generally determined a few years ago, and it is not a product of slapping the forehead, so it tests the insight of car companies into market trends. The listing of Nezha GT in such an involution environment may have exceeded the company's original expectations, but Jiang Feng, vice president of Nezha Automobile and president of marketing company, thinks that Nezha GT is not necessarily a niche car.

"When planning and defining the second product of Shanhai Platform, we set it in the range of 200,000, but what is the car of 200,000? The market of 200,000 yuan is so huge. At this time, it is necessary to look at the user and study the user's usage scenario. " He said to the Didi special car, "In the north, Guangzhou and Shenzhen areas, 80% of the cars in the morning and evening peaks are driven by one person. At present, the proportion of new energy vehicles is particularly high, and the second car in the family often does not need to consider space. So what car can a person drive? At that time, CEO Zhang Yong proposed' I have a sports car dream' and gradually got the concept of being a GT sports car. "

As it says, in the era of fuel vehicles, sports cars are an unreachable dream for ordinary users, and the new energy revolution has subverted these shackles. "Almost all the models on the market have been dried up by new energy vehicles, and the remaining new energy sports cars have dried up. What Nezha Auto has done is to technically eliminate the privilege of sports car ownership. Nezha's genes determine that we want to build a people's sports car. " He particularly emphasized that "don't call it a civilian sports car, call it a people's sports car."

What are the selling points of "People's Sports Car"? According to the manufacturer's introduction, the first is pure sports car design. The drag coefficient of Nezha GT is only 0.2 1Cd, and six modification areas are specially reserved. Secondly, the performance of the sports car, which has a maximum power of 340kW, a peak torque of 620n·m, a zero acceleration of 3.7s and a one-button ejection mode; Third, there are comforts comparable to a million GT, including quietness and wide vision.

In addition, Nezha GT adopts a completely different way from the traditional sports car, showing its "social cow" attribute. "Nezha GT pioneered' Nezha Loud Voice' in the industry, which can realize music playing and one-click calling. Considering the legal issues, this function can only be used in a static state, which is equivalent to a mobile stereo when holding a party outdoors. We also have the function of internet entertainment, integrated games and external gamepads. Nezha GT even has a 4D cinema-level technology seat, which can provide auditory, visual, olfactory and tactile experiences synchronized with the rhythm of music. " Jiang Feng said.

When asked what Nezha GT can contribute to Nezha Auto, Jiang Feng bluntly said, "I don't think this product is necessarily a niche market. We hope that it will not only drive the brand up, but also contribute in quantity-I think the monthly sales of Nezha GT must reach at least 5,000. "

It is worth mentioning that although Nezha GT has no rivals from the perspective of 200,000 yuan pure electric sports car, the enterprise obviously does not want to be imprisoned. "From the user's use and scene, I hope to use this car to grab the market of15 ~ 200,000 vehicles." Jiang Feng said without scruple that the competing products of Nezha GT are Deep Blue SL03 and BYD Seal.

And if you want to shake the market of these two "strong rivals", I'm afraid Nezha GT alone is not enough. In fact, in car planning, Nezha GT and Nezha S, the first product of Shanhai Platform, will form a "Gemini" lineup to meet the needs of more people.

But at present, 80% of Nezha S's sales structure is extended range, so there is a gap in pure electricity. "At present, the range-extended four-wheel drive CLTC has a pure electric battery life of 650 kilometers, and the range-extended rear drive is 7 15 kilometers. We are short of a product that starts at 500 kilometers. We will launch a 520 km pure electric version as soon as possible to fill the gap. " Jiang Feng revealed to the water drop car.

In addition to launching more products, Nezha Auto will further increase its channels. According to the enterprise, Shanhai.com is mainly engaged in direct selling, and will accelerate the sinking layout in the future. Some secondary markets will expand the scale of joining channels this year, increasing the total number of mountain and sea channels to 350.

In the past few years, in the new energy auto start stage, Nezha Automobile stood out with the concept of "equal rights in science and technology" and its cost-effective products, and entered the first echelon of new forces. Zhang Yong said as early as 202 1, "2025 is an important time point. If it can't reach 500,000 sales in 2025, it may be eliminated. If you do this, you can get tickets for the qualifying round. Now we are still on the road and can only be considered alive. " Today, this judgment shows its urgency.

The bigger challenge is that the industry competition has entered a new stage of comprehensive upgrading, and the market segment of 200,000 yuan has become the next biggest source of increment, and it is also a battleground for all families. Facing the fierce domestic and foreign manufacturers, Nezha Automobile should not only strengthen the layout of products and channels, but also establish a more distinctive brand differentiation label as soon as possible in addition to high cost performance.

Shuidi Automobile believes that although it remains to be verified whether Nezha GT can truly become the public's choice, at least in the current chaotic war, it has taken the lead in occupying a "virgin land" and left new memories for consumers. If enterprises can rely on the natural attraction of GT sports cars and constantly create topics and heat, they can win more traffic for the brand-only when they pay attention can they sell.

As for the follow-up market trend, Jiang Feng said: "I was optimistic that the market should start to recover from the second quarter, and now it seems to be the end of the second quarter. We didn't participate in the price war too much, but just adjusted the product configuration, not reducing the price, but making the advantages more prominent on the basis of the original performance. "

"I used to find users, but now I am robbing users. At this time, customers are the happiest. " He revealed that in the new development stage, Nezha Auto also saw its own opportunities.

"Shanhai platform products have a very large proportion of users under the age of 30. Young customers don't have much brand awareness. They are more interested in this car and want it more. A young brand can be accepted by young people, and young people are willing to accept new brands and new products. This is our chance, and then we will see how we do it. "

This article comes from Bronze Technology, the author of Easy Car Number, and the copyright belongs to the author. Please contact the author for any form of reprint. The content only represents the author's point of view and has nothing to do with the car reform.