Why did new energy vehicles suddenly “break the circle”?

At the beginning of 2022, the popularity of the new energy vehicle market has far exceeded expectations. Why did new energy vehicles suddenly “break the circle” and turn many consumers into fans? Compared with traditional fuel vehicles, what are the unique attractions of new energy vehicles? The reporter recently selected three companies in the mid-to-high-end field of new energy vehicles for experiential interviews to observe the changes in the new energy vehicle industry from the perspective of consumers, hoping to read out the reasons behind the industry’s unexpected growth.
The frequent actions of new energy vehicle companies seem to indicate that the new year will be an extraordinary year for the development of new energy vehicles.

In fact, the hot signs of the new energy vehicle industry have already begun to appear in the second half of 2021. In 2021, while global car sales are down 20% year-on-year, new energy vehicle sales will increase by 43% year-on-year. my country’s new energy vehicle sales will also increase by 10.9% year-on-year against the trend in 2021, and there will be two good trends: the increase in the proportion of personal purchases and the increase in the proportion of purchases in non-restricted cities.

Why did new energy vehicles suddenly “break the circle” and make many consumers “turn to fans”? Compared with traditional fuel vehicles, what are the unique appeals of new energy vehicles to consumers? What are the characteristics and differences between different car companies in terms of products, marketing and services?
Model diversification
Many people have found that there are not only more new energy vehicles running on the street today, but also more models. Is this the case? By visiting the stores of the above three car companies one by one, the reporter found that the product power of new energy vehicles has been greatly improved, and can intuitively feel the strong development momentum of the industry.
Product intelligence
Compared with traditional fuel vehicles, what is the core competitiveness of new energy vehicles? Intelligence seems to be the accepted answer. The reporter visited and found that more and more new energy vehicle companies have used digital platforms to create a service system for the whole process of car purchase and car use, and to improve the digital life and after-sales service in the car.
digital marketing
Unlike a few years ago, which was placed next to a row of traditional fuel vehicles, the new energy vehicles have relatively independent marketing methods.
centralization
Traditional car brands are mainly engaged in the manufacturing process, and most of the sales and after-sales are completed by 4S stores and dealers, while new energy car brands, especially new car-making forces, are born with their own Internet genes and have a closer relationship with users, so they pay more attention to the service link. . From “manufacturing” to “manufacturing + service”, creating products and services with users as the center is gradually becoming a new trend in the development of the new energy vehicle industry.