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Reading, transformed from Old Man Le, today announced the pre-price of its new mini electric car, Mango Pro. The new car has launched four models with a price range of 3.98-59900 yuan. The model is divided into two-door version and four-door version, and is expected to be officially launched in the first or second quarter of next year. Another news is that the model that continues the existing four-door version of Reading Mango can be offline this month. The new two-door version will be offline in the first quarter of next year.

Reading launched mango in August, and now the mango Pro continues the styling and specifications of the old model as a whole. According to official information, the front face has been improved, China net has added a decorative board with the same color as the car body, and the fog lights below have also been redesigned. The body size refers to Reading Mango, its length, width and height are 3620/1610/1525mm, and the wheelbase is 2440mm. According to official sources, the mango Pro will carry 35kW's motor and match 100Ah's battery with a maximum mileage of 300km. With reference to the hardware configuration of the existing mango model, the existing mango model provides optional 25kW motor and 35kW motor, and the battery provides lithium iron phosphate battery pack of 11.52kWh, 17.28kWh and 29.44kWh. The three battery life is 130km, 200km and 300km respectively.

Judging from the official photos, mango Pro sometimes uses the YEMA logo, and YEMA belongs to Sichuan Mustang. In January 2019, the original old man, Redding, bought the Sichuan Mustang. After the acquisition of Mustang, Reading obtained a full set of relevant production qualifications through the Mustang. In some photos, the same model is sometimes used by its own brand LETIN, and it is not known whether this is due to Redding's lack of brand strength in the auto industry or something else.

The Sichuan Mustang Club is slightly well-known, and what is impressive is that it won the lawsuit against Ford's "Mustang". On July 5, 2018, the front page of Ford Motor China's official website solemnly issued a trademark infringement statement: our company is Ford Motor (China) Co., Ltd. Sichuan Chengdu Intermediate people's Court has entered into force (2016) Chuan 01 Civil judgment No. 15 at the beginning of the Republic of China found that our company's use of "Mustang" in some advertising activities infringed upon the exclusive right to use the registered trademark of Sichuan Mustang Motor Co., Ltd. it has brought adverse effects to Sichuan Mustang Motor Co., Ltd., and it is hereby declared to eliminate the influence for Sichuan Mustang Motor Co., Ltd. Four days later, Sichuan Mustang issued a statement accepting the apology and forgiving it.

On January 18, 2019, Reading and Mustang announced their strategic restructuring. Reading acquired 100% of the shares of Mustang at a purchase price of 1.45 billion yuan. In 2017, Mustang had an operating income of 2.046 billion yuan and a loss of 385 million yuan. as of the two months before the 2018 acquisition, Mustang had an operating income of 662 million yuan, but an operating loss of 367 million yuan, compared with a net loss of 363 million yuan that year. Mustang has total assets of 4.545 billion yuan and total liabilities of 3.834 billion yuan, which is one of the reasons why Mustang was acquired.

Shandong Reading Automobile Co., Ltd., founded in 2008, is an enterprise focusing on the market of low-speed electric cars, which is often mentioned by ordinary people. Compared with motor vehicles, Old Man Le has not been included in the vehicle management sequence. It does not need a license or a driver's license. According to relevant statistics, the annual sales of Old Man Le is about 2 million. Reading is also a domestic low-speed electric vehicle brand with large sales.

As the manufacturer of the old man music, the sales threshold of the product will be much lower than that of the electric car company of the traditional car company. Under the current policy, car buyers only need to spend money to drive on the road, so why does Reading bother to transform new energy passenger car companies?

Prior to this, there was no standard in the old man's music market, and there was a lack of relevant management basis in traffic control. In June this year, the relevant departments officially solicited opinions on the recommended national standard "Technical conditions for Pure Electric passenger vehicles," including that the maximum speed should be more than 40 km / h and less than 70 km / h, and the mileage should not be less than 100 km. The attitude of the Ministry of Industry and Information Technology is to advance in an orderly manner and let the standards be issued and implemented as soon as possible. This has led to the development of things in two directions. first, more than a dozen provinces and cities, including Beijing, Tianjin, Shandong and Sichuan, have banned the production, sale and use of Laotoule. On the second side, it will be managed according to the "technical conditions of pure electric passenger cars", including that the products should meet the technical conditions of relevant passenger cars, and the license holder of the car should have a driver's license.

The problem of old man Le becoming a regular worker has entered the countdown, and the old man Le car company is either eliminated or transformed, which is the background of Reading Motor's acquisition of Sichuan Automobile Mustang. So can the transformation be successful by directly giving the old man a legal identity? In fact, this is not the case. The core selling point of unlicensed driving has become a thing of the past. The reason why the product is called Old Man Le is facing the township market for the elderly, and the driver's license is also a major obstacle to this user group. their original demand is only an artifact for the elderly to travel, and they don't need to be so formal.

The purpose of the acquisition is to solve the problem of production qualification, and the problem of market crowd is a new problem that appears after this transformation. Reading was inspired by the hot sales of Wuling Hongguang MINI EV. It turns out that the market of the young and new generation is so huge, which is equivalent to a seamless solution to the problem of the way out within this price range. The price of Reading Mango is completely comparable to that of Wuling Hongguang MINI EV, which uses a more square body and, of course, has become a more fashionable and youthful color matching, so Reading Mango came into being. For this reason, Reading also invited Huang Xiaoming as its spokesman.

It is worth noting that for this transformation, Reading invited professional marketing companies and put forward the slogan "New Energy, people's car". The company is good at grafting products into existing names and promoting fast consumer products with brainwashed slogans, such as the brainwashing song of Snow and Ice City, which was sung on the Internet a few months ago. The cooperation between Reading Mango and Hunan Satellite TV did not jump out of this form. Hunan Satellite TV was jokingly called "Mango platform" by netizens, and the two mangoes were grafted together.

According to an official press release, from December 12 to 19, car booking users can enjoy some special discounts by paying 6.60 yuan in officially designated channels such as Reading car website, Reading New Energy vehicle Mini Program, Reading Electric car Tmall flagship store, etc. Including 666 yuan car purchase voucher, 12-term 0-interest financial subsidy, up to 2000 yuan replacement subsidy, battery lifetime warranty, up to 500 yuan partner award, free road rescue, priority car pick-up rights and other exclusive rights. Up to the end of today's event, Tmall flagship store of Reading electric car showed that even with a deposit of 6.60 yuan, Reading Mango Pro received only one order.

According to public data, Redding mangoes sold 6064 vehicles a month for the first time in September, ranking 20th on the list for the first time, in September and October, before falling back to about 4000. Reading plans to go public in 2023, and car sales will reach 2 million in 2025. From the old man's happy walk to the spring of new travel, the road chosen by Reading seems to be a long way, but the development of new energy car companies is affected by capital. Policy and other aspects of the impact of a lot of magic stories, maybe Reading is no exception.

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