In English
Author: French Fries Fish
Three months ago, we published an article about Euler, starting with the phrase, “Inherent impressions are walls that block your observation of the world.”
When it comes to car consumption, once the crude labeling of brands begins to obstruct the consumer’s view, there will inevitably be independent-minded users who can see beyond this wall and view more pure products, but they are still the minority.
So, how can car brands actively leap over this wall and enter the view of more potential users?
This October, “the car brand that loves women more,” Euler, will try out a similar approach with a model called Lightning Cat.
And recently, Euler also showed us its thinking and logic behind this in a small-scale media communication meeting.
A New Way to Love?
“Lightning Cat will follow the mainstream track and target the mainstream customer base.” “Through Lightning Cat, we aim to further generate Euler’s brand culture and cater to both genders,” said Tan Jian, Euler’s CTO, describing their positioning for Lightning Cat at the communication meeting.
In particular, the phrase “catering to both genders” is easily linked to Euler giving up on the concept of “female exclusivity” during a time of unprompted and stereotypical news.
Is Euler’s logic really like this? In our opinion, the answer is no.
Admittedly, market conditions may lead companies to make phased decisions, such as expanding the intended audience for a car to a broader range. But, like buying Hello Kitty as a gift for women during a holiday, or providing a silly, big, thick umbrella for women during rain and snow, these are all examples of love for them.
Euler chooses to gradually move towards the mainstream, but we believe that the core of serving women has never changed. This can be seen from Euler’s insistence on the rounded shape of Lightning Cat.
At the same time, the word “women” can also have a broader concept, that is, “family.”
“Euler’s design, which is more female-oriented, should shift from a narrow sense to a broader sense and from individual to family,” said Dong Yudong, Euler’s CEO.I believe that for the vast majority of Chinese families, cars are a commodity that is more of a family attribute than a personal one. Even if the Ora Lightning Cat is sold to the man of the family, its appearance and high-quality interior still make it a product that women can enjoy and love.
“We must anchor our product value while taking the emotional route,” Dong Yudong’s words have conveyed a clear signal – Ora is still Ora, but it wants to move away from the pink and cute impression and become a brand with greater love, while still maintaining the “serving women” core.
Returning to the Product
Returning to the Ora Lightning Cat itself, Ora said that its target users are “new middle-class residents aged 25 to 35, who are young, energetic and pursuing a quality life in first and second-tier cities.”
Looking beyond emotions and superficial appearances, for the user group that Ora Lightning Cat targets, it is actually a relatively versatile model.
On one hand, we can see it in its appearance and interior.
There are a thousand Hamlets in a thousand people’s eyes, and we dare not say that the Ora Lightning Cat is perfect for everyone’s aesthetic taste, but we can say that it has its own unique features, such as the Ora family’s style, including the sleek curves of the car body, the signature cat-eye headlights, and the exquisite soft package interior style. We can also find some breakthroughs that Ora Lightning Cat has made for new directions, such as car paint colors that cater to both male and female customers, and the more sporty “three-barrel” instrument panel.
On the other hand, there are things that are not visible, such as three-electric technology and intelligent driving.
## Eulai has more confidence in underlying technology than new energy competitors with the Great Wall as a backer. With the application of a brand-new three-electric system, the dual-motor can bring Lightning Cat a maximum power of 300 kW and a maximum torque of 680 Nm. Intelligent four-wheel drive can achieve precise torque distribution, thus achieving a 0-100 km/h acceleration of 4.3 seconds.
Although ORA-PILOT 3.0 under the Coffee Intelligent System did not use lidar, it has achieved the industry mainstream level of sensor count. At the same time, Lightning Cat also combined Haomo and Baidu technology to develop parking, high-speed HWA+NOH, urban AEB scenarios, narrow road and narrow turning assistance driving functions.
Combining the above two points, this is also the reason why we say that Lightning Cat is a more versatile product.
Experience
At the communication meeting site, in addition to communication, we also had the opportunity to experience Lightning Cat statically in advance.
And after sitting in the car, we discovered something beyond the parameters.
Eulai told us that Lightning Cat is produced in the advanced factory under the Great Wall Group, representing the best mass production level of the Great Wall Group.
Of course, we are not sure about the degree of factory advancement for now, but in terms of the workmanship of Lightning Cat, it does have a good level.
This excellence is reflected in the uniformity of the body gap, the compactness of the interior assembly, the feel of the physical buttons, and many details that do not affect the basic functions but determine the actual experience. In the past, this was a major premium point for luxury cars. It is not an objective parameter that can be understood at a glance, but it is excellent texture that can be distinguished at once.
In addition, Lightning Cat is equipped with thick double-layer soundproof glass that achieves excellent noise reduction. If we only talk about parameters, we might only get a meaningless decibel value. However, only when you sit in the Lightning Cat and play some music, can you experience the NVH (noise, vibration and harshness) that is barely perceptible through the glass, but instantly understood.
Furthermore, there are also 11 Harman Infinity speakers, fragrance system, integrated ergonomic sport seats, etc. These advantages cannot be directly expressed in words, but can be directly experienced.
If you are attracted to Lightning Cat’s appearance, interested in its interior, or fascinated by its performance… Whatever, I recommend you to go offline and take a look. Maybe, you will find unexpected surprises.
Lastly, Euler wants to convey “Change and Unchange” to more people.
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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.