Summary of Key Points
Recently, new vehicles such as the Xiaomi Pengcheng, Li Auto i9, and EQB Shark have been launched one after another, reflecting a common concern among automakers: while it is no longer difficult to produce a “technically competent good car,” convincing consumers to remember the brand and make a purchase within three seconds has become the biggest challenge. As a result, companies are desperately seeking out “new scenarios” and “new needs” in order to stand out with unique features.
The Root of the Concern: Producing a Good Car is No Longer the Barrier; Differentiation is the Key
In the past, automakers competed on whether they could build a good car—whether the engine was powerful enough, the battery life was long enough, or the safety features were comprehensive. However, with the maturity of supply chains (where batteries, chips, and intelligent systems are now readily available), most companies can produce cars without significant shortcomings. It’s similar to the smartphone industry; today, even budget phones can meet basic needs. To attract customers, automakers need a “special reason” to distinguish their products.
For example, if a salesperson says, “Our car has a range of 600 kilometers and L2-level assisted driving,” you might not be impressed—other cars offer the same features. But if they add, “Our car can connect to your Xiaomi TV, allowing you to turn on the air conditioning before getting out of the car,” or “The back seats can flat out to use as a bed for camping,” that could make a difference. This marks a shift in competition from focusing on vehicle capabilities to emphasizing how the car fits into consumers’ daily lives.
The “Memorable Features” of These New Cars: Each Company Plays Its Own Differentiation Card
The strategies of these new cars are quite representative:
- Xiaomi Pengcheng: Emphasizes “ecosystem integration.” Xiaomi users know that their phones, tablets, and smart home devices form a cohesive system. The Pengcheng might extend this by allowing users to unlock the car with their phone, control home appliances from the car, and stream content directly onto the car screen. For Xiaomi fans, this is a compelling reason to buy.
- Li Auto i9: Continues to focus on “family-friendly features.” Li Auto gained popularity with its family-oriented models; the i9 might further enhance these aspects, such as providing more space for children, easy installation of child seats, and a rear entertainment screen that can display children’s online classes. The goal is clear: to appeal to families with children.
- EQB Shark: Targets the hybrid needs of off-roading and urban commuting. Traditional off-road vehicles (like Jeeps) are bulky and inconvenient for city use, while urban SUVs lack off-road capabilities. The Shark aims to bridge this gap by offering both performance in the outdoors and convenience in the city. The name “Shark” also reinforces its off-road image.
Why the Focus on “Scenarios” and “Needs”? Because Consumers Have Changed
Today’s consumers are not just buying a vehicle for transportation; they are buying a way of life. For instance:
- Young people who enjoy camping need cars with power outlets for cooking or large trunks for camping gear.
- Professionals need cars that can connect to their computers for work on the go.
- Elderly consumers may prefer simpler interfaces and larger text sizes.
Automakers must identify these specific needs and align their products with consumers’ daily routines. It’s like a bubble tea shop that doesn’t just sell “tasty” bubble tea but offers varieties tailored to different groups—energy-boosting options for late-night workers or sugar-free options for those watching their diet. By addressing these precise needs, companies can stand out in consumers’ memories.
What Consumers Can Gain: Both Opportunities and Pitfalls
On the positive side, consumers can now find cars that better meet their requirements. If you love camping, you’ll find models with power outlets; if you’re a Xiaomi fan, you’ll have cars with integrated ecosystems. The competition among automakers benefits consumers by providing more choices.
However, there are potential pitfalls to be aware of. Some companies might include flashy but impractical features. For example, a “car KTV” sounds cool, but you might rarely use it; “automatic parking” may sound promising, but it might not be useful in tight streets. When buying a car, it’s important to distinguish between essential needs and marketing gimmicks. Ask yourself: Will I really use this feature frequently?
In summary, the anxiety among automakers reflects the intensifying competition in the market. For consumers, this means more choices, but they also need to be more discerning. Don’t let flashy features distract you; choose a car that best fits your lifestyle.