Recently, the WEY Wei brand, which has been silent for a while, has attracted everyone's attention again, and after the independence of the tank brand, WEY has not received such a loud volume on the Internet for a long time.
This time, though, WEY didn't bring us a product as shiny as the Tank 300 again, but instead harvested traffic in a less costly, more direct way.
In mid-January, when the Mocha DHT PHEV, which positioned itself as a mid-size plug-in hybrid SUV, opened pre-sale, WEY announced that it would "open the era of 0 anxiety intelligent electric travel" and named its two models "0 Anxiety Smart Edition" and "0 Anxiety Performance Edition" respectively.
Obviously released a plug-in hybrid vehicle that can refuel, but claims to open the "era of electric travel", and will "0 anxiety" as the biggest selling point, such a publicity method caused great controversy for a time.
Tasting the sweetness of traffic, WEY did not choose to close after the controversy. At the Mocha DHT PHEV listing conference held two days ago, Weipai CEO Li Ruifeng was full of firepower, not only declaring "Weipai intelligent DHT hybrid technology the world's best new energy technology" with large subtitles, but also publicly attacking new car manufacturers for "lack of core technology", claiming that "compared with other technical routes of Weilai, Xiaopeng and other products, DHT hybrid can achieve suspension of Wei Xiaoli".
Although on the emotional level, I personally hate the propaganda methods of "selling anxiety" and "hanging friends", on the rational level, I think it is still necessary to analyze and analyze whether WEY is a real bull X or a bragging X.
"The world's best new energy technology", WEY is confident?
Although the CEO of Weipai was full of confidence and spoke loudly at the press conference, after the conference, we could no longer find the phrase "the world's best new energy technology" from any official promotional materials. Because according to Article 9 of the Advertising Law of the People's Republic of China, the terms "national level", "highest level", "best" and other terms shall not be used in advertisements.
Shouting "the world's best new energy technology" at the listing conference is obviously an act of rubbing the edge.
So, putting aside the controversy of whether it is illegal, can WEY's DHT hybrid technology be called "the world's best new energy technology"?
I'm afraid not.
First of all, "new energy technology" is a big concept, pure electric technology, plug-in hybrid technology, hydrogen fuel cell technology are all "new energy technology", at the technical level, we simply can not take plug-in hybrid and pure electric comparison, and then draw the conclusion of who is the best.
Secondly, even if it is limited to the field of plug-in hybrid technology, ITY's DHT PHEV will hardly prove that it is the best.
The DHT PHEV hybrid system on Mocha is based on the Lemon platform independently developed by the Great Wall, and the structure is mainly composed of a DHT-specific 1.5T high-thermal efficiency engine + hybrid 2-speed transmission + drive motor + lithium battery. Its working principle is relatively close to that of the Honda i-MMD, but it has more power parallel output mode and 2-speed transmission than the i-MMD, and in parallel mode, the low-speed and low-load state can also use the engine to drive the wheels together.
From the perspective of working principle and working mode, WEY's DHT PHEV system is indeed a ladder on the shoulders of giants, which can theoretically obtain higher work efficiency. However, the hybrid system must not only "see the advertisement", but also look at the "efficacy".
The 295,000 yuan Mocha DHT PHEV Smart Edition is equipped with only a front-mounted single motor, a complete quality of 2130kg, the official zero hundred acceleration 7.4s, a power loss of 5.55L/100km, equipped with a 39.67kWh battery pack, WLTC pure battery life of 204km, calculated pure electricity consumption of 19.45kWh/100km.
In contrast, the BYD Tang DM-i top with a price of 219,800 is also equipped with a front-mounted single motor, the curb weight is also 2130kg, the official zero hundred acceleration is 8.5s, the power loss fuel consumption is 5.5L/100km, equipped with a 21.5kWh battery pack, the WLTC pure battery life is 112km, and the calculated pure electricity consumption is 19.19khW/100km.
The 315,000-yuan MOCHA DHT PHEV performance version is equipped with dual motors front and rear, a curb weight of 2250kg, an official zero-hundred acceleration of 4.8s, a power loss of 6.3L/100km, and a 39.67kWh battery pack, a WLTC pure battery life of 175km, and a calculated pure electricity consumption of 22.67kWh/100km.
In contrast, the BYD Tang DM-p priced at 289,800 is also a front and rear dual motor power layout, with a curb weight of 2390kg, the official zero hundred acceleration of 4.3s, a loss of power and fuel consumption of 7.5L/100km, equipped with a 22.3kWh battery pack, NEDC pure battery life of 100km, and calculated pure electricity consumption of 22.3kWh/100km.
It can be seen that under the premise that the body size is close and the weight of the vehicle is the same or superior, the MOCHA DHT PHEV does a better job in the balance of acceleration performance and power loss, and is equipped with a larger battery pack, which has a longer pure electric endurance, but does not have an advantage in the power consumption of pure electric driving.
You know, BYD's third-generation Tang model platform has been on the market for 3 years, compared with the mocha is only slightly superior, and the price is much higher, "the world's best" these words shouted out, I am afraid it is difficult to convince the public.
Hanging "Wei Xiaoli", is WEY qualified?
So, in terms of "hanging "Wei Xiaoli", what strength does WEY have?
Unfortunately, whether at this conference or in the Mocha model, I have not yet seen that WEY has the strength to hang "Wei Xiaoli".
At the press conference, Weipai CEO Li Ruifeng slammed new cars for creating new anxieties, such as endurance anxiety, but weY's way to solve endurance anxiety is not to make the electric vehicle mileage longer, or to promote the construction of the energy system, but to do "refueling" cars.
What's more, last year, domestic pure electric vehicle sales have exceeded 2 million, accounting for about 70% of new energy vehicle sales. Why only mention the anxiety of creating battery life in new cars? Do those who drive electric cars really all have endurance anxiety?
Repeatedly selling anxiety, who is creating anxiety?
It is true that WEY's DHT PHEV model can indeed run farther than pure electric, more complex than range extender hybrid technology, and new car manufacturers do not have enough technical reserves and necessity to develop such a complex hybrid system, but the technology is always for the model and the user, technically "hanging" peers, sales are "hanging" by peers, embarrassing can only be their own.
Backed by the Great Wall Group, the WEY brand, which was established in 2016, had a cumulative sales volume of only 58,363 vehicles last year, far less than the "Wei Xiaoli" of the head of the new car, and the price range of WEY's previous main sales models was 150,000-250,000 yuan, and the average sales price of the models was far lower than that of Weilai and Ideal. Under such a premise, we obviously can't expect too much from the sales of Mocha DHT PHEV with a starting price of 290,000 yuan.
At this press conference, Weipai CEO Li Ruifeng also said this sentence:
"They managed to cover up the innate inadequacy of the tram with the construction of a sense of superiority in social psychology; they covered up the lack of technology with the construction of Internet user design in mass sociology; and they covered up my embarrassment by playing with their lives to be good to you."
On the surface, this sentence is a complaint about the use of services by new car manufacturers to cover up models and technical problems, but at a deeper level, it is a lack of understanding and recognition of the importance of building user communities, user culture and ultimate service. When he proposed WEY's thinking on intelligent travel scenarios, he only had the DHT hybrid system, the vehicle system and the NOH intelligent pilot assisted driving, which was not new.
At the whole conference, WEY did not come up with enough creative, convincing, attractive technology or product highlights to tell consumers why they should pay 300,000 yuan for Mocha DHT PHEV.
In the new track of new energy, WEY obviously lacks new thinking.
Broken or broken jar?
According to informed sources, WEY, which has always been more practical, openly led the battle this time, because it wants to start a business for the second time, hoping to change the deteriorating status quo of the WEY brand through new ways and new changes.
In an era when traffic is king, what is more frightening than controversy is forgotten. By selling battery life anxiety and belittling the "Wei Xiaoli" that brings its own traffic to expand its voice, this trick is indeed very popular on today's network.
You when I am exaggerated exaggerated only because I am afraid
If it looks like wood, if it looks like stone, will it get noticed?
In fact, I am afraid of being forgotten to enlarge it
Very uneasy about how to go elegant
Does the world still celebrate silence and not explode enough?
How there's a topic that makes me exaggerate about being a big entertainer
——Eason Chan, "Pompous"
However, this kind of publicity is undoubtedly a double-edged sword, proper use, may be able to play a role in breaking the boat, but if you do not grasp the scale well, it is easy to become a broken jar and a broken, causing irreparable damage to the brand's reputation and image.
Market competition is fair for every enterprise, "Wei Xiaoli" can become the head of the new car, not only because they stand on the cusp, but also because they are good at "fooling" users.
Since WEY has decided to transform into a new energy brand, if the attack on "Wei Xiaoli" is only a superficial performance, secretly attaches importance to and studies the head enterprise, relying on the strong research and development strength of the Great Wall Group, there is infinite vitality in the future.
The most feared is arrogance in the bones, and the bottom of my heart looks down on new car manufacturers. Resolutely rejecting the new thinking and new models that have been successful in the market is undoubtedly equivalent to digging a grave.