Summary of Key Points
The new energy "square-box" vehicles have suddenly become very popular: the distinctive design features, such as a squared front, flat roof, and thick wheel arches, which were previously only found on luxury cars like the Mercedes G and Wrangler, are now being adopted by domestically produced new energy vehicles priced in the hundreds of thousands of yuan. These vehicles look like rugged off-road vehicles capable of navigating remote areas, but in reality, most of them are used in urban settings (parking on curbs, picking up children, shopping at malls, etc.). Despite their higher wind resistance and fuel consumption, they are highly sought after because they satisfy the younger generation's desire for a sense of adventure and adventure, while also meeting the older generation's expectations for safety and spaciousness. Sales have skyrocketed from 160,000 units ten years ago to 1.02 million units by 2025.
Detailed Analysis
1. The Square-Box Vehicle: From "Wilderness Tool" to "Urban Street Car"
In the past, when people thought of square-box vehicles, they envisioned expensive and fuel-intensive off-road vehicles like the Mercedes G and Prado, typically owned by those with both money and leisure time to explore places like Alxa. However, things have changed with the emergence of new energy models like the V23, Ti3, and Fangchengbao, which are now common on the streets, featuring a bold, squared design.
- Surging Sales: Sales of square-box SUVs increased from 168,400 units per year ten years ago to an estimated 1.02 million units by 2025. In July of this year, the top 15 models sold over 70,000 units in just one month, with a significant proportion being new energy vehicles.
- Changed Practical Use: While buyers initially considered these vehicles for off-road capabilities, their most common uses now include parking on curbs, using four-wheel drive in snowy winters, and crossing flooded areas during heavy rain. Even the luggage rack has become a useful feature, and the side steps serve as a way for children to climb into the car. These vehicles have been fully adapted to urban life.
2. The "Luxury Look" at an Affordable Price
In the past, square-box vehicles were a symbol of status; for example, the Mercedes G represented prestige, and the Range Rover indicated high social status. Now, domestic new energy models offer this luxurious appearance at more affordable prices.
- Elimination of High Costs: Features like large-displacement engines and extreme off-road capabilities have been removed in favor of electric drives, while retaining the visually impressive design elements such as a straight front, flat roof, and wide wheel arches.
- Affordable Prices: Models like the V23 and Ti3, which cost in the hundreds of thousands of yuan, look very similar to luxury models like the Range Rover and G-Class. They come with features popular in urban households, such as large screens, voice control, and built-in refrigerators and sofas, making them accessible to a wider audience while saving on fuel and maintenance costs.
3. Practical Compromises? No, It's a Change in Consumer Needs
Despite their drawbacks (high wind resistance, noise, higher fuel consumption, and limited interior space), these vehicles are still popular.
- Focus on Experience over Function: Consumers today place more emphasis on the vehicle's appearance than its practical uses. For example, someone who wanted a coupe was persuaded by their mother to choose a square-box vehicle because the low chassis could damage the battery. The mother was satisfied with the vehicle's higher seating position, openness, and durability.
- Appearance Matters More Than Actual Capability: Many buyers simply want a vehicle that looks rugged, even if they don't plan to use it for real off-road activities. It's similar to how people wear windbreakers not necessarily for hiking but for a sense of style.
4. A Vehicle for All Family Members
The success of square-box vehicles lies in their ability to appeal to different family members:
- Youngers: They find the design stylish and associate it with adventures, whether real or imagined.
- Older Generations: They value the safety and spaciousness of the vehicle, without requiring it to have off-road capabilities.
- Children: They enjoy the large screens inside the vehicles.
- For instance, over 45% of iCAR 03 users are female, and owners of the Ti7 say the five-seater model is ideal for taking children without much noise. The spacious trunk of the vehicle can also be used for practical purposes like carrying groceries or cleaning tools.
5. A Symbol of Adventure
The square-box vehicle has become a symbol of a desire for adventure, much like a windbreaker. It represents a fantasy of exploring beyond the city limits, even if the actual use is limited to daily commuting in urban areas.
In Conclusion
The popularity of square-box vehicles reflects a desire to enjoy the illusion of adventure at an affordable price. They offer a sense of fulfillment without the need for expensive, high-performance vehicles. In essence, they provide a way to imagine oneself in exotic locations without the expense or time required for real adventures.
(End of Analysis)