The European media accuses the Chinese proposals of using marketing tricks by offering novel and imaginative equipment that allows the car to be given new and exciting functionalities. Something that denotes the problems of disconnection between traditional groups and the new generations.
Western and Japanese manufacturers are being rapidly expelled from the main world automobile market.
China . But even in their markets, sales are not advancing as expected, where traditional groups cannot find the key to increase their sales of electric cars. An article in the prestigious Automotive News portal gives us a clue.
And you only have to take a look at the cars from traditional and Chinese manufacturers to see enormous differences. Differences ranging from a much more daring design, more extensive equipment and much more polished software.
The question is why foreign manufacturers don't copy the Chinese ones. The explanation is given to us by Automotive News in its article.
Titled «
Have Chinese car tricks gone too far? » This one is about the “marketing tricks” that new Chinese manufacturers are using. Some tricks that are based on
offering unusual equipment and features . Something that they classify as dangerous in some aspects.
Elements such as footrests for occupants, refrigerators, induction mobile phone charging with cooling, customizable exterior lights, seats with massage and ventilation also in the rear seats.
The Dongfeng Box can completely fold its seats
There is also the possibility of
folding the seats completely to create a space where many people watch movies, which has attracted the attention of the European media, which classifies them as eccentricities or tricks. And this is a response to a society where many young people seek to create a kind of second living room, eager to briefly escape from apartments where several generations live together. Something that the price of housing is starting to have its effect in Europe.
An example is the latest launch of the
Zeekr brand , owned by the giant Geely Group, which as we remember, is not exactly a startup since it is one of the main global manufacturers, owner of brands such as
Volvo, Polestar, Lotus, smart, itself. Zeekr, or for being the largest shareholder of Mercedes-Benz.
It has launched a very striking model on the market.
The Mix . A minivan with a futuristic design that is already in dealerships in China, and that comes with aspects such as a propulsion system of more than 400 HP, and batteries of between 77 and 101 kWh. All in a body that is just 4.68 meters long, where we find ample interior space thanks to a wheelbase of 3,008 mm.
Zeekr Mix
This translates into a body somewhat smaller than a Tesla Model Y, but a space like a Mercedes S Class, which allows Zeekr to offer a large space where we find a cabin with
up to six seats , which can be configured in such a way that we can convert the back area into a living room. A model with up to three sliding doors, which has been a trend these days on Chinese social networks.
They don't sell electric cars because they don't understand the new generations
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And to promote the vehicle, its vice president, Yang Dacheng,
has appeared in a video where he is seen eating a type of soup from a hot pot . The videos went viral, racking up nearly a million views and over 4,100 posts on Weibo alone. People debated the practicality of eating a meal of boiling soup in a car and wondered what effect the smell might have on the interior.
For some,
this is a marketing trick , while others defend that it is another alternative use to this versatile model, and that it explores new market niches to try to find as many customers as possible.
Functions and software increasingly adapted to new generations, which are not understood by Western brands incapable of breaking out of their traditional mold, which translates into conversational proposals that are easily surpassed by Chinese groups.
And if you don't know how to make electric cars, you don't want to sell electric cars, and you don't know how to sell electric cars...the conclusion is that you won't sell electric cars.
But there are others who will.