Author: Tian Hui

Beauty is justice!

Color is an important component of beauty, but it not only concerns the car’s attributes but also reflects the owner’s personality. Cars are transforming from industrial products into consumer products, making color attributes more important. How to meet the personalized demands of consumers for color will be the embodiment of the competitiveness of various car companies.

Especially in the A00 pure electric commuting car market with many competitors, color is even more critical.

While various car companies are launching multi-colored small cars and competing with each other, Changan New Energy recently launched the Benben E-Star National Edition Multi-color Model, making this silent competition even fiercer.

Among car models of this level, the Benben E-Star National Edition Multi-color Model stands out with its unique exterior color, significantly improved appearance of beauty, increased configuration, and more user-friendly service policies. Moreover, its low price of ¥49,800 is very friendly to young consumers.

True and loyal love starts with beauty and falls for talent, while loyalty depends on personality. In the same way, capturing picky consumers’ hearts requires first a beautiful appearance followed by an excellent cost performance that makes them unable to resist, and then delivering services that exceed their expectations.

The three waves of attacks by the Benben E-Star National Edition Multi-color Model are indeed sharp.

Beauty as a Seduction

Color is an expression of personality, and what woman likes to wear the same dress?

It is challenging for car companies to satisfy the personalized demands of consumers with different tastes. Especially for the main consumers of commuting cars – female consumers, their demands for car colors are more diverse.

For women, cars have already become an extension of their personal appearance and beauty. Colors as exterior and interiors as connotation are more critical than various mechanical parameters. The Changan New Energy Benben E-Star National Edition Multi-color Model adds a rose pink color scheme to its original cute base, giving a fresh and pleasant visual experience.

In addition to the rose pink color, the Benben E-Star National Edition Multi-color Model also offers a total of three color combinations, including Field Green and Snowy White, which precisely capture the preferences of young consumers.

Regarding interior design, this car is flawless, perfectly integrating circular gauges, embedded central control screen, circular air conditioning vents, and knob-style shifters, all of which are cute and thorough.

However, it cannot be ignored that the competition in the transportation vehicle market is still fierce. According to the statistics of the China Passenger Car Association, in just one month of October 2021, the wholesale volume of A00-level pure electric vehicles was 94,000 units, which can be said put pressure on every player in the market. The colorful strategy is just one of the moves of Benben E-Star National Edition. In terms of product strength, this model is also worth mentioning.

Cost-Effective Locks the Deal

With a range of 301km and a price of 49,800 yuan, the cost-effectiveness of Benben E-Star National Edition is unrivaled.

The hard power of Benben E-Star National Edition lies in its cost-effectiveness. Compared with other models such as the MINI EV, the Baojun KiWi EV, and the Chery New Energy Xiaomayi in the same class, the cost-effectiveness of the colorful version of Benben E-Star National Edition is the highest.

Cost-effectiveness refers to the ratio of the range to the vehicle price, which represents the value of the range that can be purchased for every 10,000 yuan of the price. The higher the cost-effectiveness, the higher the value for money.

Benben E-Star National Edition’s colorful version has the highest cost-effectiveness among A00-level transportation electric vehicles. Its NEDC range of 301km greatly reduces the owner’s travel anxiety. Moreover, the increase in range does not reduce the power level of Benben E-Star National Edition’s colorful version, but reduces the frequency of charging during daily use, thus more effectively improving the battery life. The increase in range has not reduced the power level of Benben E-Star National Edition’s colorful version.

Benben E-Star National Edition’s colorful version, which is equipped with a 55kW permanent magnet synchronous motor, has the highest rated power among transportation electric vehicles. It is worth mentioning that Benben E-Star National Edition’s colorful version is also the largest vehicle in its class and one of the few 5-seater models in its class, making it more suitable for family use.

With its high cost-effectiveness, strong power, and high-quality service, Benben E-Star National Edition’s colorful version is the best choice for consumers who are attracted by its appearance. After all, with the same configuration, it really can’t be found at the same price.

Value-Added Services

In the transportation vehicle market, product quality wins but service is king.

Benben E-Star National Edition’s colorful version offers consumers a luxury service upgrade package worth 8,800 yuan, making consumers feel they are getting the best value for their money.

The specific content includes three items:

First, the first (non-commercial) car owner can enjoy a lifetime of free warranty for the three electric systems (battery, electric drive, and electric control), equivalent to 10 years or 300,000 kilometers, with a driving mileage of no more than 30,000 kilometers per year. This service is often only provided by high-end smart electric vehicle brands. The sincerity of Changan New Energy can be seen. It is worth noting that the basic warranty for the three electric systems offered by models of the same level is generally only 8 years or 150,000 kilometers.

Second, the first (non-commercial) car owner can enjoy free lifetime basic maintenance, equivalent to 10 years or 300,000 kilometers.

Finally, the first (non-commercial) car owner is provided with active door-to-door pick-up and delivery service, 2 times/year, for a total of 10 years.

Just from this set of services, Changan New Energy is obviously not just paying lip service to the so-called “customer-centric” concept, but is putting it into concrete action.

In addition to the service gifts, the E-Star National Colorful Edition of Benben also launched a special service policy for making up the difference to buy new cars and enjoy new services, so that old users can also easily enjoy the experience upgrade brought by new products.

New Marketing Model

New services require the support of new marketing models.

When the E-Star National Colorful Edition of Benben was launched, Changan New Energy specially developed an online car booking system for this purpose. Consumers can enter the car booking system for model browsing and ordering through the “Changan New Energy” public account.

Through online reservations, the ordering of the E-Star National Colorful Edition of Benben is more convenient, and consumers can truly buy new cars without leaving home.

With the influences of factors such as upgrading in appearance and interior color, full of product hard strengths such as endurance and power, high-level service level, new marketing strategies, and guaranteed production capacity, Changan New Energy’s E-Star National Colorful Edition of Benben is expected to continue the best-selling path of its predecessor and become the next hot-selling electric vehicle.

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.