HOW SGMW Created a unique marketing Aspect

While releasing a new product, marketers are good at finding the unique marketing aspects that help create a beneficial marketing plan or strategy. But, what happens when there is no unique marketing aspect?

Lower the selling price? Change the marketing strategy? Give up marketing?

In order to solve this problem, you must create a unique marketing aspect. Last year, the Chinese automotive company SGMW did an excellent job marketing its new product – Wuling Hongguang Mini EV.

The Wuling Hongguang Mini EV is a battery electric microcar manufactured by SGMW. When they first released this car on the market in 2020, sales were not as good as expected due to many reasons. In China, there are numerous battery electric microcars in the market, and most of them have competitive advantages compared with Mini EVs. Like top speed, battery capability, energy consumption, and driving experience. This means the Mini EV had no competitive advantage in the market at that time. Their marketing team was struggling to find a way to make their product stand out.

In 2021, they cultivated a new marketing strategy - highly personalized variant features based on customers’ needs. For example, they came out with more colors, like Avocado Green, Lemon Yellow, and White Peach Pink, which were extremely popular among female clients. These female clients are aged between 25 and 35, and they can purchase the Mini EV with their basic salaries. SGMW also provides personalized designs for car stickers and interior accessories. Gradually, they made the Mini EV a fashion trend. So, in 2021, the Mini EV sold 25,778 units surpassing the sales of the Tesla Model 3, which had been at the top for several consecutive years.

After releasing the Mini EV, it was impossible to change its internal mechanical parts because they are related to the whole driving system, which is the core of the car. SGMW created unique marketing aspects through exterior designs. Judging by the results, this is undoubtedly successful marketing.

Written by Dian Yang