Original content by New Energy Insights (ID: xinnengyuanqianzhan)

Don't you think that cars are just a means of transportation?

In the era of new energy, cars have evolved far beyond being mere transportation devices. Color TVs, refrigerators, and spacious seats have become standard features, and some rugged off-road vehicles even come equipped with toilets.

The 2024 Chengdu Auto Show has been particularly intense, with several cars featuring technological prowess stealing the spotlight.

The new JiShi 01 Fishing Master Edition comes with an L-shaped car-mounted canopy, roof tent, co-branded shower tent, pressurized water tank, exclusive off-road tires, and an Yunliang off-road tent, fully catering to the needs of fishing enthusiasts.

Image: JiShi 01 Fishing Master Edition

Source: Screenshot from New Energy Insights

The Deep Blue S05 is equipped with HUAWEI's million-pixel intelligent lighting and DEEPAL 4K intelligent gimbal camera, supporting outdoor video projection and travel photography while driving.

New energy vehicle manufacturers seem to understand that carmaking isn't just about building cars.

With the opening of the 2024 Chengdu Auto Show, the contours of automotive development in the new era have become clear.

1. Still just 'making' cars in the new era? You're behind the times

City dwellers know how to have fun.

In today's market, carmakers are not limited to Deep Blue and JiShi in focusing on additional features and creating tech-savvy models.

The BYD Look up U8 launched the Off-road Player Edition in April, featuring an optional drone compartment on the roof, allowing for aerial reconnaissance of the road ahead while driving.

Image: BYD Look up U8 Off-road Player Edition

Source: Screenshot from New Energy Insights

At the 2024 Chengdu Auto Show, Chery iCAR 03 introduced the Coffee Entrepreneur Edition, featuring a coffee-making station in the trunk and a retractable roof tent and canopy on the roof.

Image: iCAR 03 Coffee Entrepreneur Edition

Source: Screenshot from New Energy Insights

New energy vehicle manufacturers not only focus on these 'muscle' features but also deliver on practical aspects.

Foremost among these are the 'refrigerator, TV, and sofa' combo.

In the era of gasoline-powered cars, these were exclusive to luxury vehicle owners. Today, they've become must-haves for ordinary consumers considering new energy vehicles.

Specifically, new energy vehicles typically come equipped with either semiconductor or compressor-based car refrigerators. While semiconductor refrigerators are cost-effective and compact, they lag in cooling efficiency compared to compressor models. Hence, in today's hyper-competitive new energy market, carmakers prioritize compressor refrigerators when enhancing their vehicles' functionality.

For instance, the Nezha L features an independent compressor-based refrigerator in the center console armrest, while the Denza Z9 GT sports compressor refrigerators in both the front and rear.

Image: Nezha L's independent compressor-based refrigerator

Source: Screenshot from New Energy Insights

One reason consumers prefer car refrigerators in new energy vehicles is that they maintain cooling even when the car is turned off, a feature lacking in gasoline-powered cars.

Regarding TVs, brands like Lixiang, WENJIE, and ENNIO offer rear-seat entertainment screens, keeping passengers entertained on long journeys.

Xu Meilin (pseudonym), a Lixiang L9 owner, shared with New Energy Insights, "I never imagined owning a car with a rear-seat entertainment screen. It's incredibly practical for families like ours with kids. It keeps them entertained during long drives, which is one reason I chose this car."

In terms of seats, they've evolved beyond mere seating spaces in new energy vehicles, offering ventilation, heating, and massage functions.

Ning Ning (pseudonym), a 90s programmer with cervical spondylosis and lumbar disc herniation, recently switched from a gasoline car to a Lynk & Co 07 EM-P. He now uses the seat massage function daily on his commute home, effectively alleviating fatigue.

2. 'Muscle' features are like speed boosters for overtaking on curves

Why are carmakers emphasizing these 'muscle' features in the new era?

According to the China Association of Automobile Manufacturers, China sold 5.934 million new energy vehicles from January to July 2024, a 31.1% year-on-year increase. This trend signals a promising future for the new energy vehicle market.

Image: Cumulative sales of new energy vehicles in China from January to July 2024

Source: Screenshot from Xinhua News Agency and New Energy Insights

Driven by this trend, multiple players are intensifying competition in the new energy vehicle market. Price wars, market expansion, and adoption of dealership models indicate that no carmaker can remain unscathed amidst the crowded field, even established leaders face significant competitive pressure.

From a financial perspective, most new energy vehicle brands, excluding Lixiang, remain unprofitable, exacerbating their challenges.

Xiaopeng Motors Chairman He Xiaopeng believes 2024 marks the first year of cutthroat competition for Chinese automotive brands.

Regarding the future of the new energy market, Xu Haidong, Deputy Chief Engineer of the China Association of Automobile Manufacturers, predicts even fiercer competition due to increased R&D investments in electrification.

Therefore, carmakers solely focused on carmaking lack competitiveness. Enhancing user satisfaction is crucial for new energy vehicle manufacturers to thrive in this crowded market.

At the Chengdu Auto Show, Ms. Shi (pseudonym) was drawn to the Deep Blue S05. She shared, "My daily routine is monotonous. To unwind, I escape the city on weekends for road trips."

Image: Deep Blue S05

Source: Photography by New Energy Insights

Ms. Shi lamented the inconvenience of capturing scenic views during solo road trips, prioritizing safety over photography. "I wished my car could take photos for me, and now that dream has come true!"

For frequent solo drivers like Ms. Shi, their vehicles have become extensions of their homes, fostering higher expectations.

Many consumers surveyed by New Energy Insights support carmakers' additions of fishing, travel photography, and other features.

3. Carmakers build what users need

Undeniably, features like travel photography, fishing, and outdoor projection add value to cars, addressing consumer pain points and distinguishing them in a competitive market.

As an economics expert told New Energy Insights, "The automotive market is increasingly personalized. Old-fashioned, utilitarian models that dominated for years are fading. Consumers now prefer individualization products, and the market is shifting towards this trend."

Carmakers solely focused on sales and market share are doomed to fail. Long-term success depends on consumer willingness to invest in their brands.

Affordable 'refrigerator, TV, sofa' combos, personalized fishing and travel photography features are just aspects of new energy vehicles' perceived value.

Image: Lixiang L9

Source: Screenshot from the Internet and New Energy Insights

Industry insiders believe that to stand out, carmakers must enhance core technologies, create high-value-added products, and offer superior services.

Given the fast-paced lifestyles in major cities, consumers seek tranquility and relaxation. With new energy vehicles, they can activate 'sleep mode' via voice commands, transforming their cars into cozy retreats with reclining seats, air mattresses, dimmed windows, and projection screens for a truly relaxing experience.

As new energy vehicle manufacturers delve deeper into user needs, future cars will offer an ever-expanding array of features, exceeding even consumers' wildest expectations.