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October 31, Euler Lightning Cat officially launched, the new car launched a total of models, the price range is-10,000 yuan. According to the official website, only good cats and ballet cats are on sale under the Euler brand, while the latest Lightning Cat is the highest-priced model in Euler and the only product with a price of more than 200000 yuan.

In terms of product naming, Lightning Cat continues the naming of the Euler "Cat" series of models, but the exterior design is obviously different. the new car is operated by former Porsche designer Eamon Delta, and the overall shape is similar to the Porsche Palamera. In terms of appearance, the overall shape of the Lightning Cat is completely different from the current product design of Euler. The front part of the car adopts a closed grille design, and the overall shape is extremely round. The oval "frog-eye" headlamp group cooperates with the raised shoulder lines on both sides. With the structure of the back sedan car body, the new car does look like a Porsche Palamera.

On the side of the body, the new car adopts the body structure of the sedan coupe, and the smooth roof is connected with the rear compartment, together with hidden door handles, frameless doors and double five-spoke petal-shaped wheels, which further increases the fashion sense of the vehicle. In the rear part, the taillight group adopts a quasi-circular design, and the rear surround shape echoes the front enclosure, and the penetrating chrome-plated decorative strip below enhances the exquisite sense of the vehicle. In terms of size, the length, width and height of the new car are 4871/1862/1500mm and the wheelbase is 2870mm.

In terms of interior decoration, Lightning Cat is also a retro simple design style, the steering wheel and dashboard are retro design, the three-frame steering wheel adopts a circular design in the middle, and the three-barrel-type full liquid crystal dashboard has the flavor of the times. The center console is equipped with a suspended multimedia display screen, and a certain physical button and knob are retained below. From the overall layout, the overall design of Euler Lightning Cat is relatively simple, human-computer interaction is mainly completed through two screens, and there are almost no physical buttons in the center console.

In terms of power, Lightning Cat offers a total of three versions of single-motor two-wheel drive and dual-motor four-wheel drive, of which the maximum power of single motor is 150kW; the maximum power of dual-motor all-wheel drive 300kW, peak torque is 680N ·m, and its 0-100km/h acceleration time is 4.3 seconds. In terms of battery life, the maximum range of the long-range version of CLTC can reach 705km, and the mileage of dual-motor all-wheel drive CLTC is 600km.

Euler, a new energy vehicle brand owned by Great Wall, was launched on August 20, 2018. The first model, the Euler iQ, was officially launched on August 31, 2018, with a subsidised price of RMB8.98-105800. On December 26, 2018, the second production car, Euler R1, was officially put on the market with a price range of 5.98-77800 yuan after subsidy. On July 15, 2020, the third production car, Eula White Cat, was officially put on the market, with an official price of 7.58-88800 yuan. In order to improve the product camp, Euler R1 changed its name to Euler Black Cat on July 24, 2020, with a subsidised price range of 6.98-84800 yuan. On November 24, 2020, the fourth production car, Ola good Cat, was officially launched with a subsidised price range of 10.39-143900 yuan, which is the highest-priced model under Euler's brand.

After adjusting the positioning of the two products, Euler found the target group and shouted to be the "brand that loves women the most in the world." Since then, Euler sales have gradually increased. Figures show that Euler sold 135000 vehicles in 2021, an increase of 140 per cent year-on-year. However, the unusually sudden supply chain crisis has made life difficult for Euler.

In February, Euler was forced to stop selling white and black cats because of the rising cost of power batteries. In terms of sales in 2021, the best-selling model of the Euler brand is the Euler Black Cat, with 63492, followed by the Euler good Cat with 49900 and the Euler White Cat with 20605. Dong Yudong, CEO of Euler, said bluntly that it was helpless to stop the sale, because every time a black cat was sold, it lost more than ten thousand yuan. Due to the suspension of production of white and black cats, Euler's only good cat model was left for sale.

On July 12, Euler Ballet Cat officially launched a total of five models in two battery-life versions, with a price range of 19.3-223000 yuan, making it the highest-priced model under Euler's brand. However, as a model priced at 200000 yuan, consumers can buy seals, dark blue, Ian S and other large space and cost-effective models. It should be pointed out that apart from having a clear target population, another reason for the soaring sales of Euler in 2021 is the advantage of performance-to-price ratio, and with the suspension of production of white and black cats and the over-hasty price of subsequent products, Euler also began to Waterloo. In September, for example, the Euler brand sold 7605 vehicles, down 40.45% from a year earlier, including 7099 good cats and only 506 ballet cats.

The latest ballet cat didn't sell well for Euler, and it didn't even sell as well as the previous good cat. As a result, Euler decided to adjust the brand positioning. In September 2022, Euler CTO Tan Jian said at a media conference that through Lightning Cats, Euler will shift its brand positioning from the female market to the mainstream market, and its customer base will be "all men and women".

The lightning cat, which is about to be put on the market, that is, the new car that Euler wants to "take both men and women", its product design is first, and the brand positioning changes later, but from the point of view of appearance, lightning cat is still a style to please women. for male consumers to pay more attention to the performance and driving control of the car, the publicity content of Lightning Cat is mostly biased towards intelligent configuration and modeling. These seem to have limited appeal to male users.

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