Wen | Lingenchong

When one after another car model targeting young consumers is racing on the selection track, when automakers are all competing in marketing, hardware, algorithms, and configuration, isn’t there one thing forgotten, that due to the strong consumption ability of young consumers, it seems that they cannot spend as much money on cars as expected.

In this “youth” blitzkrieg, Geometry Automotive launched the pure electric SUV Geometry E, which I think is more suitable for young people to buy. There are three models in total, named 320km Cute Tiger, 401km Smart Tiger, and 401km Thunder Tiger. The most critical thing is that the comprehensive subsidy prices are 86,800 yuan, 97,800 yuan, and 103,800 yuan respectively. The “Huancai Financial Plan” is actually the common zero down payment, low down payment with a termination option, and high down payment with zero monthly installment plans. Based on its top configuration, the price is 103,800 yuan, which means not much money is spent each month when rounded up.

According to the current electricity price, the average cost per kilometer is less than one cent when driving 20,000 kilometers a year, which undoubtedly is in line with the slogan “Come Electric, SO EASY”.

So, has the consumer view changed? Has it really been hammered into consumer downgrades?

Yes and no.

The income level of young people is still increasing, and their knowledge is also increasing. The spread of information brought by the flattening and fragmentation of information makes false reputation nowhere to hide.

“618” and “Double Eleven” taught them to calculate costs, and Xiaohongshu and Douyin are their tools to improve efficiency. They have not bought a car, and even their fathers and older brothers cannot provide reliable opinions on buying new energy vehicles. However, they are good at using tools and learning on the Internet.

The 60s and 70s disdain fragmented information, but the 90s have long been accustomed to finding gems in fragmented information.

This is undoubtedly a battlefield for product managers, and peace cannot be decorated.

The likelihood of buying the wrong product is getting less and less, and only the real gold that has been tempered by Samadhi real fire is the target they are willing to spend money on.

Every brand is killing for it. What can make young people pay the bill must have an unquestionable absolute advantage under a certain specific environment.

At the high end, Tesla Model 3 became a young man’s street car because of Musk’s halo. He is the undisputed emperor on social media with huge appeal. NIO has an unparalleled service system, and XPeng relies on intelligence. The ideal is a rare six-seater new energy vehicle without range anxiety. So, what is the advantage of Geometry?

Geometry E claims to have three major features in its publicity — youth design, strict quality selection, and easy experience. If we prioritize them, the four words “strict quality selection” must be the first to be recommended as they can surely bring in stable sales.##

When it comes to youthfulness and trendiness, geometry may not necessarily beat Euler. In terms of the ultimate cost-effectiveness, NETA has reached new heights in this race. However, in terms of quality, Geometry E is definitely the industry leader.

Its key competitive advantage lies in achieving design and experience comparable to its competitors at the same price point, and then directly winning the game in terms of quality to break through their defenses.

In the era of mobile internet, reputation is everything, and quality is the biggest foundation of reputation.

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The new energy vehicle market is growing rapidly and expanding constantly, leaving huge room for all new brands to rise.

Geometry E is backed by Geely’s supply chain system, which supported Geely in achieving sales of 1,328,029 vehicles in 2021. Geometry E, as Geely’s core pure electric brand, is truly worth experiencing.

Its powerful competitive advantage in its system is the backbone of Geometry’s rapid growth, and because it has a big tree behind it, it can even bear the pressure of sales and give A0 grade new energy vehicle market a reshuffle with its excellent advantage of being a latecomer.

As for pricing, it’s set at 92,800-112,800 yuan, aimed at BYD Yuan Pro.

In terms of size, we focused on NETA V and found that Geometry E has advantages in width, height and wheelbase. Due to the settings of electric vehicles, the rear seats of both cars are quite spacious, but Geometry E has a 65mm advantage in wheelbase, allowing for more flexible storage space and ensuring ample seating space.

Regarding safety, Geometry E is the industry’s first electric vehicle to pass the A-level certification of the bottom collision protection of passenger cars. It is also the only model with front and rear collision beams in the same category.

Due to differences in material and thickness, there has been a decade-long debate between Japanese and German cars over passive defense and active deformation energy absorption in the era of gasoline cars. Until now, there is still no set standard. For now, energy absorption has a slight advantage, but the increased cost of vehicle loss adjustment due to active deformation may not be worth it. In this regard, Geely has a tradition. Years ago, the XC40 L launched by the CMA platform directly developed an aluminum alloy front collision beam with a thickness of 5.09mm and a width covering 71.82% of the front of the car (unofficial data), making it a walking small tank.

This tradition of sparing no expense for materials has also been continued in new energy vehicles.

Except for providing collision prevention beams, the Geometry E is equipped with ultra-fine fiber leather antibacterial steering wheel, no-wash technology leather materials, and high-transparency acrylic material air vents to give a high-end feel. In terms of texture, the Geometry E incorporates four special techniques – laser engraving, piano paint, crystal cutting, and texture etching – all of which help raise overall texture quality except for piano paint, which is prone to fingerprint smudges. As for health concerns, the Geometry E adopts four materials and configurations with an evident Volvo-style, including ecological materials for baby seats, fresh air systems, CN95 grade filter elements, and advanced environmental materials.

What the Geometry E inherits is the accumulation of Geely’s experience in car manufacturing. It may not have many stunning ideas or avant-garde technologies, but it does achieve extremely integrated supply chain management, consolidating all the validated needs and conclusions of Geely and Volvo from the market.

When driving the Geometry E, you will not only experience a brand-new, youthful and energetic brand and new energy SUV, but also Geely’s consistent persistence in polishing products.

This is a thorough long-termism, which is independent of power type, audience, or price.

There are plenty of cars designed for young people, many of which come in a variety of colors and have problems to be solved with car systems. iFlytek can provide proven solutions, and the L2 level intelligent driving assistance system that used to be exclusive to joint venture cars in 2015 has now become the “basic version” that everyone can have. It is difficult to move young people’s hearts with more space, larger screens, or larger sunroofs.

However, young people’s hearts seem unchanged, and they still are willing to pay for quality.

Like the lyrics of Pu Shu’s “New Boy”, which mentions pocket watches, leather shoes, cigarettes, computers, and new clothing and hairstyles, those young people in 1999 had dreams for the future. Looking back from 2022, it is three parts nostalgia and seven parts melancholy. The new world came like a dream, but our lives and things we want have seemingly remained unchanged.

In the era of internal combustion engines, the long-termism that young people cared about was evident in small cars such as Fit, Civic, and Golf, but in the era of new energy vehicles, young people today still value long-termism, with looks, colors, large screens, and other factors as additional considerations beyond word of mouth.

Pure electric life is more beautiful and vibrant, quality is the best solution, and the Geometry E has long understood this.

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.