You said GAMEBOY is a game console, but what I’m talking about is the Wuling Hongguang MINI EV.
By Wu Jingtao
If we were to evaluate a car like athletes with their performance results, then the Wuling Hongguang MINI EV is undoubtedly a “grand slam” model. Since its launch, it has been the best-selling model in the same class for 21 consecutive months, topped global new energy vehicle sales five times, with a monthly sales record exceeding 55,000 units, and total sales are about to exceed 600,000 units. It can be said that the MINI EV is a remarkable model in the Chinese automobile market.
However, the internal competition is endless. Even after the MINI EV’s sales have been like Usain Bolt on the 100-meter track, Wuling has not slowed down at all and has given its rivals no room to catch up. Last April, Wuling launched the Macaron series targeting female consumers, positioning models based on consumer gender segmentation.
The Macaron version primarily features “fine decoration” in terms of body color, headlight styling and interior color matching. Although the price has increased by about 5,000 yuan, due to the obvious visual differences from the regular version, the Macaron series has quickly become popular, accounting for 80% of the total sales of the MINI EV at one point.
Wuling, which has always had a keen sense of market, naturally will seize opportunities. This time, they launched the GAMEBOY series targeting male consumers, aiming to achieve a “feat” that appeals to men and women alike.
Why GAMEBOY?
Using GAMEBOY as the name for the new series, I cannot help but exclaim again Wuling’s sharp perception. Because when it comes to GAMEBOY, the first thing people think of is undoubtedly Nintendo’s game console.
This game console born in the late 1980s and its subsequent models are the childhood memories of many people born in the 1990s and 2000s. Wuling cleverly utilized the name GAMEBOY, immediately connecting the model to the target consumer group’s memories.
At the same time, based on the name GAMEBOY, Wuling has seized an excellent opportunity for “leveraging the theme” and launched four official themes for consumers to choose from: Interstellar Odyssey, Party Sweetheart, Jungle Adventure, and Hurricane Phantom.
Consumers can participate in blind booking by spending 9.9 yuan through the official WeChat mini-program or Tmall/JD.com flagship store, and can customize the appearance of the vehicle in 4 major categories and 13 subcategories, as always closely meeting consumer needs.
How is it different?
The difference between the GAMEBOY actual vehicle and the previous two versions of MINI EV has always been a question we were curious about. After learning that the actual vehicle has arrived, we decided to explore it.
In terms of appearance, the size of the GAMEBOY’s body has been increased compared to the old version. The length of the car has exceeded 3 meters, reaching 3061mm, and the width of the car has also exceeded 1.5 meters, reaching 1520mm. As a result, the GAMEBOY series will have a more visually appealing appearance compared to the basic and macaron versions.
In the front part of the car, the biggest difference between GAMEBOY and previous versions is the adoption of a through-type grille and a newly designed headlight group. Moreover, the “playful” version of the car will be equipped with LED headlights for the first time. With the luminous logo and LED headlights, there will be a significant improvement in nighttime recognition and lighting effects.
The lower part of the front bumper is equipped with a set of sporty surrounds, and the surrounds and side skirts can provide 7 colors for personalized customization.
The vehicle’s side adopts a suspended roof design with a hexagonal hollow luggage rack on the roof, which can be equipped with a roof luggage box, enhancing the imagination space of the GAMEBOY’s usage scenarios.
The GAMEBOY exclusive logo on the C-pillar is the finishing touch on the entire side of the vehicle. Looking closely at this logo, doesn’t it seem familiar? By using well-known elements for re-creation, Wuling is undoubtedly an experienced expert.
The most noticeable change at the rear is the X-shaped design of the taillights, echoing the front headlights. The rear bumper still has a sports surround decoration and offers seven optional decorative strips in different colors.
In terms of the interior, the GAMEBOY model has made significant adjustments based on the original model. According to the theme of the model, four colors, red, yellow, orange, and blue, will be available for the decorated interior.
The most eye-catching change is the two-tone design of the steering wheel, which is modeled after a game console joystick, and the overall shape is more rounded and delicate. Paired with the decorative strips of the model’s theme color, the visual quality of the entire steering wheel has significantly improved compared to previous versions. Meanwhile, the GAMEBOY version comes standard with a driver-side airbag.
The main difference between the center console and previous versions is that the air vent design has become flatter, making the visual perception of the entire center console more concise.
The driver’s seat has been thoughtfully equipped with a cup holder in front of the air outlet, allowing passengers to enjoy refreshing drinks with the help of the car’s air conditioning during hot summer days.
The drive mode selection button has been integrated into the white panel area, with three drive modes now available: Economy, Standard, and Sport.
Another major upgrade of the car is its seats. The GAMEBOY model has boldly adopted an ergonomic design called “gaming bucket seats,” which is inspired by the design elements of GAMEBOY. Although the wrapping performance of the seats has not been improved substantially, they add many video game elements to the cabin, enhancing the “edgy” atmosphere of the GAMEBOY model.
Not only has the exterior and interior been redesigned, but the power system of the GAMEBOY model has also been significantly improved in comparison to its predecessors. According to previous disclosures, the GAMEBOY version will offer two models with a CLTC range of 200 and 300 kilometers, respectively, with corresponding battery capacities of 17.3 and 26.5 kWh. This is a significant improvement over the endurance of the old models, which only had a range of 120 and 170 kilometers. The charging time is 5.5-8.5 hours, and the current model still does not offer fast charging ports.
The power of the motor has also been raised from the original 20 kW (27 Ps) to 30 kW (41 Ps), and the maximum torque has increased from 85 Nm to 110 Nm. As this is a static shoot, any improvement in the driving experience due to the improvement of battery capacity and motor performance remains to be seen and will be evaluated at a later time.
Positioning and Pricing
As mentioned at the beginning, the GAMEBOY series is a male-oriented vehicle released on the foundation of the success of the MACARON series of MINI EV.But as blind bookings exceed 25,000 units, rumors about the prices of the models are emerging constantly. According to sales that have been circulating online, the price of the GAMEBOY series will be between 60,000 and 75,000 RMB. The trendy version with a range of 300 kilometers may be priced as high as 73,800 RMB, which is enough to buy two low-end regular versions. Compared with the 5,000 RMB increase for the Macron version, the price increase for GAMEBOY is quite significant.
However, it is important to distinguish that the Macron series has only been upgraded in terms of configuration while the GAMEBOY series has undergone a comprehensive improvement in design style, body size, and power system. Especially in the power system, both battery capacity and motor power have experienced a significant increase, which will certainly involve a considerable cost increase. If following the naming convention popular on the internet, calling the GAMEBOY version MINI EV PLUS is more appropriate.
From the base version of MINI EV, to the “deluxe version” of the Macron series, to the larger size and stronger power of GAMEBOY, it is clear that Wuling has progressively arranged three levels of models and two gender-oriented style choices in the MINI EV product line. This product line subdivision strategy has been successful in the Macron version. However, when consumers are facing a MINI EV priced at 60,000-70,000 RMB, it really tests their inherent value cognition of the MINI EV model.
On April 8th, the GAMEBOY series will officially go on sale. Do you think the GAMEBOY series can replicate the success of the Macron version? Can Wuling achieve its goal of creating a model that “both sexes can enjoy”? Welcome everyone to leave a message in the comments section and discuss.
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.