*Author: Tian Hui
When it comes to women’s car brands, the first brand that comes to mind is MINI. And when it comes to women’s electric car brands, the first one that comes to mind must be Ora.
From the naming of Ora’s products, it can be seen that this is a car brand for female users, with names such as Black Cat, White Cat, and Good Cat. Now, the Ora Cat series family is adding a new member, the Ora Lightning Cat.
On the first day of the Shanghai Auto Show on April 19th, Ora unveiled its new family member, the Lightning Cat.
This is an electric car with a supercar appearance, with a 0-100 acceleration time of only 3.5 seconds. It was named the Lightning Cat precisely because of its shorter acceleration time.
At the same time, at the auto show, Ora also officially announced that it wants to become the world’s first car brand that women love the most.
Evolvable car
Ora is not the first brand that focuses on cars for women, but it is currently the most successful electric car brand that targets female consumers.
In terms of product development, Ora’s initial state is not the most suitable for female consumers. But Ora iterates on product design, features, and configurations frequently, to meet women’s aesthetic and functional needs for cars.
The Lightning Cat is the latest work in this iteration process.
In terms of exterior design, the Lightning Cat incorporates more classic design elements compared to previous Ora models, such as a sleek appearance and headlights resembling “frog eyes”. It is more loved by consumers in terms of body lines compared to the Ora Good Cat.
The interior of the Lightning Cat is just as impressive as the exterior, not letting women down. It still follows a retro minimalist style, complemented with a “T”-shaped design and a center control LCD screen. The instrument panel design is a cute circular design, both cute and elegant.
Another concept car, Punk Cat, on the Ora stage, is believed to be even more pleasing to women’s hearts.
This concept car, named Punk Cat, has a more retro appearance, with an overall exterior design style that can even be traced back to the 1920s and 1930s. It is complemented by a circular rearview mirror design and is more in line with the aesthetic tastes of female consumers.
The interior design inspiration of Euler Punk Cat also comes from the retro style of the last century. By using gold plating and suede materials, Euler has reached a new height in creating a formal interior texture for its own brand.
Euler’s design for female consumers is not only reflected in appearance and interior design, but also in function. Euler aims to provide female car owners with a car that can satisfy their “princess” dreams.
At the press conference, Yu Fei, Euler’s marketing director, said, “Girls dream of wearing crystal shoes and getting on a pumpkin carriage at night, but their princess dream fades away when they drive an ordinary car during the day.” The appearance of Euler Punk Cat can help women retrieve the emotions and memories lost in the tide of time, allowing the princess dream to continue in real life.
In terms of function, Euler has created some “Princess Functions”.
When the weather is cold, female drivers can turn on the “Princess Temperature” function, which automatically heats up the seats and steering wheel, and adjusts the temperature of the air conditioner.
When female drivers are tired, they can activate the “Princess Seat” function, which automatically flattens the seat and plays music on the car audio system.
When female drivers need to touch up their makeup, they can activate the “Princess Magic Mirror” function, which turns on an LED ring light on the makeup mirror for touchups anytime.
Euler’s ability to evolve through iteration is an important reason why it has become a brand of electric cars for women. After gradually evolving and iterating its various models, Euler has achieved good results in terms of sales and operations.
Monthly Sales Exceeding Ten Thousand
In March, Euler’s sales volume was nearly 13,000 units, as announced by Yu Fei at the Euler Auto Show.
Euler, which has only been established for 3 years, has achieved tremendous sales growth rate in the past year, reaching 51 times the sales volume of January 2020 in March 2021 alone.
In the first quarter of 2021, Euler’s vehicle sales exceeded 30,000 units, and Euler still achieved the goal of selling 10,000 units per month in the first quarter, despite the impact of the Spring Festival.
But Euler’s ambitions do not stop there.
Yu Fei said that by 2023, Euler’s sales would exceed 1 million units. At the same time, Euler’s vehicles will also enter markets such as the EU, ASEAN, and India.
With the introduction of the Lightning Cat, the Punk Cat, and the unnamed pure electric SUV model, which was derived from brother car companies, into the market in the future, Euler’s long-term thinking in the subsequent product development is evident.
Through the continuous evolution and iteration of its products, Euler has made breakthroughs in shaping its brand for women, and has achieved some success, steadily rising in terms of sales.With the gradual release of new products, it is worth looking forward to whether Euler can stabilize the brand image of female electric vehicles in the wave of female consumption, and even replace joint venture brands to become synonymous with women’s cars.
This article is a translation by ChatGPT of a Chinese report from 42HOW. If you have any questions about it, please email bd@42how.com.