ARCFOX located in Sanlitun tongying center? Since the opening of the Space Experience Center for more than 4 years, it has finally ushered in the real "master"-polar fox α T. Over the past four years, this experience center, which was built in the bustling landmark of the "sexy" part of the Imperial City, has been displaying the sub-brand model LITE of ARCFOX. Of course, it is more like a fashion gathering place integrating gourmet coffee, fashion shopping and fun activities ... < P > That is to say, ARCFOX Extreme Fox, a high-end brand of Beiqi New Energy, which was established in 2116, has accumulated due to various factors, and no production car has entered the market frequently in four years.
"late? My background is hard! "
on October 24th, the ARCFOX brand finally launched its first new car, the polar fox αT, with a subsidized price of 241,911-319,911 yuan. As soon as the price was announced, the polar fox αT was instantly attacked by a group. In the eyes of many netizens, the brand of BAIC New Energy could not support the price of 241,111+,and more netizens didn't even know where the ARCFOX brand was.
The choice of ARCFOX brand, which debuted at last year's Geneva Motor Show, is actually to announce to the world: Set up a high-end, go global and watch me! "Born to break the boundaries" is the idea followed by the ARCFOX brand. Liu Yu, general manager of BAIC New Energy, called the ARCFOX brand "New Force Car Version 2.1". Indeed, no new car-making force of version 1.1 dares to be so low-key in the five years since the brand was established, and no new car-making force of version 1.1 has the funds to set up an experience center in Sanlitun, where people are addicted to money for so many years ... < P > 2121 is drawing to a close, and the first model of ARCFOX brand is really late! At this node in October, 2121, the new forces making cars with their heads have passed the most difficult time. For example, Weilai, Ideality and Tucki have all gone public, and they have begun to plan to "eat meat" after solving the problem of food and clothing. For example, the second-tier emerging enterprises such as Aichi, Zero Run, Horizon and Nezha have more or less experienced a financial crisis, while those like Baiteng, Bojun and Sailin have basically failed.
it is said that the ARCFOX brand is a new force in car making, but it has never been in crisis of new forces in car making. The ARCFOX brand backed by BAIC New Energy is not short of money and technology, but lacks only awareness and word of mouth. In order to improve the brand marketing of Arcfox, Wang Qiufeng, who has the background of an Internet company, took up his new job five days before the listing, and Wang Qiufeng was appointed as ARCFOX. BU Vice President, can the brand-new marketing team help ARCFOX brand enter more consumers' eyes?
"late? I have many friends! "
what kind of car is the polar fox αT? The polar fox αT positioning pure electric medium-sized SUV with a length of 4788mm, a width of 1941mm, a height of 1683mm and a wheelbase of 2915mm, and the Guangzhou Automobile New Energy Aion? LX is the closest, smaller than Weilai ES6.
Aside from styling design, the core advantages of the polar fox αT are three points, which also proves the advantages of BAIC's "many friends".
firstly, the production plant of the polar fox αT is occupied by Magna, which is an old friend of BAIC and an internationally renowned luxury brand foundry in the industry. Magna, known as the "OEM Emperor", has previously produced Mercedes-Benz G-Class, BMW 5 Series, Jaguar E-PACE and so on. In the future, Magna will be responsible for the production and manufacturing of the polar fox αT, while BAIC will be responsible for the procurement and marketing.
Secondly, the polar fox αT doesn't use batteries from Contemporary Amperex Technology Co., Limited, and the selected supplier is Korean SKI. In addition, the motor of polar fox αT comes from Siemens, the chassis comes from Bosch, and the 21.3-inch 4K screen and stereo are provided by Harman. The powerful supplier network is also beyond the reach of lonely new car-making forces.
thirdly, the polar fox αT is equipped with Huawei? MH5111? 5G? Chip? T-BOX, so it is the first landing product fully equipped with Huawei's smart car system, or it is the first production car equipped with 5G technology. When most car companies rack their brains for the next generation technologies such as smart cockpit, intelligent travel and human-computer interaction, ARCFOX is completely flustered, or three words: more friends!
We are not disappointed by the strength of the polar fox αT products with a bunch of good brands and blessed by many well-known suppliers. In terms of battery life, the new car is launched in three versions: 481 km, 611 km and 653 km respectively. In terms of power, the polar fox αT has two configurations: single motor and dual motor, of which the maximum power of the dual-motor version is 321 kW, the peak torque is 721 Nm, and the official 111 km acceleration score is 4.6 seconds. The polar fox αT has delivered a good performance in terms of battery life, power and intelligent configuration, and more friends are good!
soul torture: is the alpha t value of polar fox?
is the polar fox αT worth its price? Buy a car and talk about it first. If you only look at the product, it is worth it. If you bring a brand, it is not worth it.
Maichejun listed the price of pure electric medium-sized SUV on the market at present. Actually, Aion, a new energy company of Guangzhou Automobile, is the closest to the brand positioning and size of Extreme Fox αT? LX, roewe MARVEL? X and BYD Tang EV, both products of traditional car companies that focus on the high-end market, all touched the ceiling of 311,111 yuan without exception. In terms of product strength, the extreme fox αT is by no means worse than the other three models in terms of battery life, power level and intelligent network connection. Then why do you question so many extreme fox αT? In the final analysis, it is ARCFOX or the brand value of Beiqi New Energy behind it, which makes the polar fox αT stand on the cusp of 311,111 yuan and cannot stand.
Let's talk about ARCFOX first. The most direct disadvantage brought by awkward English is that consumers can't remember it. The Chinese name "Polar Fox" was first publicly announced at the 2121 Beijing Auto Show, and the first experience center opened in 2116. However, according to ARCFOX official website, there are only two stores selling cars in China at present. Besides the experience center of Sanlitun Tongying, the other is the Blue Valley Marketing Center located in Yizhuang, Daxing, which is responsible for spreading the ARCFOX brand.
in the process of visiting the ARCFOX experience center, I learned that the employees in the store are all new recruits at present, and new ARCFOX experience centers will be built in business districts including Guomao and Jinyuan Yansha in the future. In addition, according to the ARCFOX brand plan, a large-scale product with a length of more than 5 meters and a battery life of more than 711 kilometers will be launched next year. The employees of the ARCFOX Experience Center also revealed to the car buyer that a crossover model will enter the market early next year.
Let's talk about BAIC New Energy again. In 2121, BAIC New Energy, which has won the first place in the domestic pure electricity market for seven consecutive years, suffered from a waterloo in sales volume. In the first nine months, the cumulative sales volume of BAIC New Energy was only 21,111 vehicles, down only 81% year-on-year. Apart from factors such as declining subsidies and intensified competition in the industry, the important reason why BAIC New Energy suffered a sharp drop in sales volume was the decline in purchasing demand of major customers. Online car purchase is an important sales source of BAIC New Energy in the past few years. Although it has brought considerable sales, the brand image of BAIC New Energy is greatly reduced because of too many low-priced products. When people mention BAIC New Energy products, the first thing that comes to mind is the "Drip God Car" EU5 or the early A11 pure electric car.
The brand value can't support the product value, which is an important factor that the car buyer thinks that the extreme fox αT is questioned by everyone. In addition, the car buyer also noticed that Tesla Model is the most mentioned by netizens when they spit out the price of the extreme fox αT? On March 1, 11, domestic Model? 3 The standard battery life version has just been reduced to within 251,111 yuan, which is just similar to the starting price of the extreme fox αT, and the long battery life version currently on sale just overlaps with the price of the extreme fox αT four-wheel drive performance version, which makes the brand value of ARCFOX once again mercilessly ridiculed.
next, the ARCFOX brand urgently needs to make more efforts at the marketing level, so that more consumers can realize that the high-end road of the ARCFOX brand depends on product strength. Of course, it will take time to prove this. Then, will the ARCFOX brand ask itself: If my products enter the market earlier, will there be fewer doubts?
brand-new senior management team+brand-new products+brand-new planning, should we give BAIC New Energy more time for its journey to Chonggao?
This article comes from the author of Chejia, car home, and does not represent car home's standpoint.