The Work of Qiaofu

People, Vehicles, and Industry: Witnessing the Ascent of China's Automotive Sector Together

A prominent feature of the regulatory department's Draft for Comments is the stipulation that the acceleration time of 'automobiles' from 0-100km/h should not be less than 5 seconds.

Beyond mere safety considerations, the solicitation of feedback on the Draft for Comments carries significant strategic weight.

The aforementioned clause in the Draft for Comments can be likened to clamping a 'golden hoop' on automobiles used in everyday scenarios. Automobile manufacturers should steer clear of emphasizing 'extreme speed and agility' in their promotions and instead seek out the next big marketing trend.

01

The Significance of the 5-Second Benchmark Extends Beyond Safety

Regulators have finally stepped in to curb acceleration monsters. According to the Draft for Comments, it is proposed that automobiles should have a minimum 0-100km/h acceleration time of 5 seconds.

To foster safer driving practices, relevant authorities are taking decisive action. Recently, in line with the standard formulation and revision plan of the National Standardization Administration Committee, the Ministry of Public Security has completed the draft for comments on the national standard for Technical Conditions for the Safe Operation of Motor Vehicles. It specifies speed limit requirements: Passenger vehicles should, by default, have a 0-100km/h acceleration time of no less than 5 seconds after each start. Furthermore, pure electric and plug-in hybrid passenger vehicles should be equipped with a function to prevent unintended acceleration due to pedal misapplication, capable of detecting and curbing power output during standstill and creeping, and alerting the driver with a clear signal device (such as an audible or visual signal).

The 5-second threshold is primarily a response to 'the recent surge in acceleration-related accidents involving pure electric vehicles and plug-in hybrid electric vehicles.' We might as well refer to those who chase extreme speed in everyday scenarios as 'Rocket Cars.' With this regulation, it's akin to clamping a 'golden hoop' on them.

It should be clarified that 'Rocket Cars' is not directed at any specific brand group but is merely a metaphorical term borrowed from Sun Wukong's ability to travel 108,000 li in a single somersault.

These 5 seconds are not solely for safety reasons but also signify a specific regulatory benchmark set by authorities for electric vehicle technical criteria, embodying the concretization of Chinese standards for electric vehicles.

Previously, the author has repeatedly advocated for China to establish its own set of technical regulatory standards for electric vehicles and to promote these standards internationally alongside the vehicles. Ultimately, Chinese electric vehicle standards should set the global benchmark. Chinese electric vehicle standards should diverge from traditional gasoline vehicle standards and establish a comprehensive, all-encompassing standard system.

The regulator's draft for comments on technical criteria for electric vehicles reflects a proactive effort to seize the initiative in this domain, which is commendable.

02

The Mandatory 5-Second Rule Does Not Preclude High-Speed Automobiles

Automobile manufacturers should not misconstrue the proposed 5-second requirement in the Draft for Comments as a restriction on the development of high-speed vehicles.

The development of high-speed sports cars is not at odds with the 'mandatory 5-second rule'.

As the saying goes, 'Do the right thing at the right time and place.'

The rationale behind the 5-second addition in the Draft for Comments is 'the recent uptick in acceleration-related accidents involving pure electric vehicles and plug-in hybrid electric vehicles.'

Clearly, this is targeted at everyday driving scenarios. High-performance sports cars, on the other hand, can likely apply for exemptions.

Racing at a speed of less than 5 seconds per 100 meters on urban streets can easily result in crashing into the greenbelt. This is akin to doing the wrong thing at the wrong place. Similarly, driving at a snail's pace on a racetrack is also inappropriate.

If an automobile company's product is designed for the general public's daily use, it should adhere to the 5-second 0-100km/h acceleration limit.

03

What Will Be the Next Big Marketing Trend for Companies?

Previously, many automobile companies resorted to gimmicks such as extreme speed and racetrack promotions for differentiated marketing, achieving some degree of success. Now, with the 5-second addition in the Draft for Comments, promoting products based on extreme speed seems out of place.

Identifying the next big marketing trend has become a pressing issue for automobile companies.

Apart from extreme speed, differentiated promotion focusing on safety, intelligence, and other aspects is an inevitable trend. In essence, regulators are using an invisible hand to guide automobile companies to compete in terms of safety, intelligence, and other areas. Only by excelling in these domains can it pave the way for the right direction in the development of Chinese automobiles, rather than merely emphasizing speed.

After all, 'fast' is not always synonymous with 'good,' especially for men.