Order 31,000 sets of ＂explosive passwords＂ to unlock iCARV23 in 8 hours.

The pre-sale of V23, the third car of iCAR brand, started recently. After the press conference, the pre-sale platform of iCAR once "collapsed" due to the influx of user orders. Within 8 hours from the pre-sale, orders for V23 reached 31,000 units, with an average of 64 users placing orders every minute. It is no suspense to become the "explosion" at the end of the year.

Even among the new forces, iCAR, which was born only last year, is still a new brand, but the market impact it brings is obviously not to be underestimated. The popularity of V23 not only represents a brand-new thinking about "cars for young people in the new era", but also provides a brand-new "problem-solving idea" for products to break market barriers.

Anti-anxiety has no class flavor. V23 has found a "dessert" for young people’s cars.

In golf, there is a proper term called "dessert". Hitting this point can produce the best hitting effect and make the ball fly farthest and in the most accurate direction. The popularity of V23 also comes from the deep insight into users’ "desserts" and the extreme satisfaction of users’ needs.

Today’s young people are fleeing from the scene of homogenization and industrialization, and looking for a living and personalized space. For young people living in the city, cross-country is not the core car scene, but "poetry and distance" is their spiritual sustenance to fight anxiety and reject the taste of class. ICAR summarized this core feature as "born to play".

Starting from the changes of young people’s needs, making the design extremely fun, exquisite and interesting, and finally achieving real emotional resonance, has become the core logic of V23 product development. Especially in styling design, V23 integrates more cross-border elements into product design. Four-wheel four-corner design, round headlights and nearly 1:1 aspect ratio come from the classic elements of classic off-road vehicles. Physical knobs and nested "small schoolbags" are in line with the exquisiteness of 3C products. According to the individual needs, the V23 vehicle has also reserved 24 modified or expanded interfaces, providing more creative space for young people. Good-looking, fun, easy to open and use, V23 is not only a tool, a toy, but also an emotional antidote in life.

Playing with young people can temporarily liberate young people from boring life. The extension from practical satisfaction to emotional identification also endows V23 with unique intrinsic value. The ability to do this undoubtedly comes from iCAR’s deep insight into the lifestyle of the younger generation. More importantly, the hot performance of V23 also shows that the younger generation of users have obviously "got" this point completely.

Narrow cut into the big market to break the "besieged city" of involution with style

In the second half of automobile consumption, the market structure is undergoing systematic reconstruction. With the rapid development of new energy market penetration, product involution is increasing, and homogenization and consumer aesthetic fatigue become more and more obvious constraints. How to find the quadratic growth curve and break the closed loop of involution has become the core proposition that all car companies must explore. The market performance of V23 has also brought new "explosion enlightenment" to the automobile industry.

Stylization is a sharp weapon for V23 to break market barriers, and its core lies in accurate product definition. From the perspective of market segments, V23 focuses on the square box SUV market, and the first-in-class models have already completed the initial staking, so it is not easy to share a piece of cake. Breaking the traditional boundary between urban SUV and hard-core off-road, V23 has cut into the narrow market of "style off-road". From three aspects: product style, vehicle configuration and usage scenarios, V23 has formed a distinct competitive division from the current mainstream square box SUV.

In terms of overall style, V23 is a school of its own, with both the traditional hard-core off-road square box design and the creativity and exquisiteness of consumer electronics. At the same time, under the prevailing trend of stacking, V23 has not extended the configuration table very long, but has done a good job in the core needs of users. This also means that after abandoning the chicken-ribbed configuration, the cost of car purchase paid by users is all the functions and experiences that they like and care about. In the use scene, unlike most vehicles that pursue the ultimate off-road performance, V23′ s car scene is placed in cities and suburbs, which not only fully meets the passability of going out occasionally, but also has a large space and more comfortable practicality. Whether it is to show personal style or as a home, it is a very good choice.

From breaking through the stylized design of traditional categories to focusing on the core users’ needs, V23, as a pioneering vehicle in the off-road market segment, presents a very clear user value. The ultimate choice is not only the unique design idea of V23, but also brings new enlightenment for more stylized product development.

Playing with users, the two major ecosystems bring explosions "plus points"

User ecology is not a new term. As a "new power" brand with Internet thinking, iCAR brand also gave its own ecological answer at the same time of V23 pre-sale. Modification and channel are the two core strengths. It will bring long-term soft competitiveness for V23 to continue to sell well to realize a car with thousands of faces and play with users with channel ecology.

From the traditional perspective, modification usually means high cost, which is also the biggest restriction for many young people to "like but can’t have" modified cars. As a model with a pre-sale price of only 110,000 yuan, V23 not only provides a wealth of fine accessories including wheels of different sizes and meshes of different specifications, but also will further open up the interface data, unite more refit brands and create a refit ecology. Affordable and low cost, V23 can be said to be the forerunner to realize young people’s "refitting equal rights".

In the construction of channel ecology, iCAR hopes to make friends with young people in a sincere and transparent manner and fully integrate into users’ lives. In addition to cooperation with sales service providers, iCAR will focus on the core business districts of first-and second-tier cities and build a brand experience center. According to the previous plan, before 2025, iCAR will build 300 experience centers and 500 delivery centers, forming a three-dimensional network channel integrating car purchase, car use and car play.

From refitting ecology to channel ecology, "playing together" with users has also become the excess added value that V23 brings to young people besides products. As Zhang Hongyu, the "helm" of iCAR, said, the essence of iCAR is to be born for young people. We should link up with young people and players who yearn for a young life and make ICAR a distinctive label of their lifestyle.

Summary:

In the fierce involution market, more than 100 new cars will join the competition every year, and it is more and more difficult to build explosive products. This year, iCAR contributed two explosive models. From the first product, 03, to the top of the box sales list, to the pre-sale of V23, the iCAR brand showed continuous explosive creativity. From the realization path, based on deep user insight, differentiated competition is formed through highly stylized products, and it continues to be integrated into users’ lives, becoming the explosive password of iCAR. It is reasonable to expect that this brand, which specializes in making cars for young people, will bring more surprises and explosions to the automobile market with a new attitude of latecomers in the future!