Written by Jingtao Wu
those who have seen Smart cars say they’re expensive.
With the continuous development and maturity of the domestic automobile market, the segmentation of the automobile sub-markets has been constantly refined and adjusted, from purely based on factors such as vehicle price, type, and size to more subdivided factors like usage scenarios, demographic factors, psychological factors, and behavioral factors. From the changes in the sub-markets, it is not difficult to see that the role of automobiles in our lives is becoming increasingly important and their integration with our lives is becoming increasingly close.
And just recently, the launch of a vehicle model that is aimed at the female car market has once again attracted widespread attention and discussion on the strategy of dividing markets based on consumer gender (demographic factors). I believe many people have guessed it: it is the Euler Ballet Cat.
Just yesterday, on the evening of July 12th, Euler Ballet Cat was officially launched with a total of 2 versions and 4 configurations, with the price and pre-sale price remaining the same, ranging from 193,000 yuan to 223,000 yuan. Today’s article will give you a brief analysis of whether Euler Ballet Cat is worth buying, and which version is the most worth buying.
As usual, let’s first give a brief introduction of the new car information for those who are not yet familiar with the Ballet Cat. Ballet Cat is a retro-designed pure electric compact sedan that pays “tribute” to the Volkswagen Beetle. The new car is built on the Lemon platform of Great Wall Motor, equipped with a front-drive electric motor with a maximum power of 126kW and two battery packs with capacities of 49.9kWh and 60.5kWh, respectively, providing two versions with cruising ranges of 401km and 500km (CLTC mode).
As a vehicle model specifically designed for women, the new car has optimized storage space for women’s cosmetics and comes with female-friendly configurations such as beauty selfie, warm male mode, goddess mode, and Lady driving mode. The new car started pre-sales in May, and we have already conducted a test drive of the Ballet Cat before. Interested friends can refer to our previous article, “Men avoid it, but women can’t resist it! What car is this?”
Which one to buyIt is not hard to see from media, social platforms, or Euler’s publicity that people generally regard Smart Elf #1, which focuses on youth and personalized design and has a similar price range, as the most direct competitor of Euler Ballet Cat. Therefore, for many consumers who are holding off purchasing, choosing which car to buy may now become a “happy trouble.”
Firstly, in terms of static design, for these two cars that both emphasize design, it is entirely a matter of personal taste. Should you appreciate the originality of Smart #1 with its own brand-specific design, or do you like the feminized design elements of Ballet Cat, which “pays tribute” to the classics? Following your own aesthetic perception to make a choice will definitely not be wrong.
Design aesthetics cannot be quantitatively compared, but parameter configuration differences can easily be perceived. In terms of body size, compared to Smart #1’s data of 427018221636mm, Euler Ballet Cat’s size is obviously one size larger at 440118671633mm.
Regarding the power and endurance, which are the most concerning aspects for everyone when it comes to electric cars, the two cars both use a drive form and power specification. Ballet Cat adopts a front-mounted single motor drive layout with maximum power of 126kW and maximum torque of 250N・m, while Smart #1 adopts a rear-mounted single motor drive layout with maximum power of 200kW and maximum torque of 343N・m.
As for endurance, Ballet Cat is equipped with two types of lithium iron phosphate batteries with capacities of 49.92kWh and 60.5kWh, achieving 401km and 500km of endurance, respectively. Smart #1 is equipped with a unified 66kWh ternary lithium battery, and depending on the configuration, it can achieve two types of endurance of 535km and 560km (all aforementioned endurance data are obtained under CLTC conditions).
Taking the entry-level Alice version of Ballet Cat with a price of CNY 193,000 and the Pure+ version of Smart #1 with a price of CNY 181,600 as an example for comparison. Ballet Cat is CNY 11,400 more expensive, but its power parameters are relatively weaker, battery capacity is 16kW less, and endurance is 134km shorter. However, at the configuration level, the entry-level Ballet Cat is comprehensively superior to the entry-level Smart #1 in terms of active safety configuration and comfort configuration.
Therefore, when it comes to choosing between these two cars, the s**mart#1 clearly offers more value for money in terms of power and range, while they have different strengths when it comes to design and configuration. You should focus on these two factors and choose according to your specific needs.
Which one to choose?
After comparing with the smart #1, if you prefer the Euler Ballet Cat, then the next question that may trouble you is which of the four models is more worth buying.
In fact, it’s not difficult to solve this problem. By quickly browsing the configuration table, we can simplify the four configurations of the Ballet Cat into two high and low versions of the range. First, filter the versions based on range needs, and then choose the model based on configuration level. This makes the entire selection process much clearer.
Personally, I would recommend the Nutcracker version priced at 203,000 yuan, which is the high-end version with a 401km range.
The reason is that as a personalized car model that mainly targets the female car market and has a retro style, the most typical use cases for the majority of users are daily urban commuting and short trips during holidays. A range of 401km can already meet the needs of most car usage scenarios.
Secondly, in terms of configuration, compared with the low-end Sleeping Beauty version of 500km, the Nutcracker version is priced one thousand yuan cheaper, but features more than ten additional configurations which are the frequently used ones for daily car usage, including forward radar, automatic parking, remote parking, electric tailgate, front-row sound insulation glass, heated steering wheel, electric seats for the co-pilot, and ventilated heating for the driver’s seat.
Compared with the longer range, choosing the 400km high-end model with fewer prices but more configurations is more cost-effective, and brings a stronger sense of value.
During the launch event, Euler also announced the rights and benefits of purchasing and using the Ballet Cat, including: 50% discount on optional exterior colors, 30% discount on optional configuration packages, two years of free data traffic, lifelong quality assurance of three electronic components for the first owner, as well as a free charging post and installation service.
Conclusion
Regarding the Ballet Cat, there are many topics to discuss, from the female-oriented market positioning, exterior and interior design, to product performance and cost-effectiveness. However, when purchasing this car, I believe that these rational factors are not the main considerations for the target consumer group.The emotional reasons for Ballet Cat’s target consumer group to “foot the bill” can come from any of the following: acknowledging its feminine brand and product orientation, appreciating its Beetle-like appearance, or liking its tailored configurations and calibrations for women.
Indeed, Euler Ballet Cat’s overall feminine-oriented, retro-styled, and personalized product design gives a slightly “unconventional” feel compared to its most direct competitor, smart #1. From the perspective of attracting a wider range of consumers, this is unfavorable for further product promotion.
Do you see a promising market outlook for Ballet Cat? Which one would you choose between it and smart #1? Feel free to share your thoughts in the comments.
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.