On April 18th, we learned from official sources that the new micro electric vehicle under the ZHIDO brand (Chinese “知豆” or spelling “Zhidou”), the ZHIDO Rainbow, has been officially launched. The new car is available in 5 trim levels, with a price range of 31,900-43,900 yuan, and a post-subsidy price of 27,900-39,900 yuan (~US$3,800 – US$5,500). The new car provides a lively and cute design, and the configuration is relatively basic. It is a 3-door 4-seater model with two power options of 20kW and 30 kW motors, and a maximum range of 205 km. At the same time, the official announced its new product plan at the site, and will launch 8 models in the next 3 years and 16 models in 5 years.
In terms of appearance, the new car is similar to the Hongguang MINI EV in shape, and is positioned as a micro electric vehicle. It adopts a three-door four-seater design, and the overall shape design is more cute. At the same time, the Y-shaped daytime running lights, combined with the large trapezoidal air intake grille below, enhance the recognition of the vehicle.
The side shape is flat and uses a large number of horizontal lines to visually bring a sense of extension. In general, the new car adopts the popular two-color body, which increases the fashion sense of the vehicle. In addition, the taillight group of the car also adopts a Y-shaped lamp cavity structure, which echoes the front headlight group well. It is worth mentioning that the car is a 3-door 4-seater model, the configuration is relatively basic, the turn lights are integrated in the fenders, and the door handles are also the more traditional pull-out type. The car is equipped with 145/80 R13 tires.
The rear shape is slightly square, and the taillights echo the shape of the headlights. The middle and high-trim are equipped with reversing radar and reversing images.
The interior design is simple but not lacking in cuteness. The car uses a large number of round design elements and the cream color matching. The two-spoke steering wheel is matched with the suspended instrument and central control, which enhances the sense of technology. In terms of vehicle size, its length, width and height are 3224/1515/1630mm, and the wheelbase is 2100mm. However, its size is significantly larger than the Hongguang MINIEV, with a length of 304mm and a wheelbase of 160mm.
In terms of power, the new car will have three CLTC working condition pure electric range of 125, 201km and 205km, with two maximum motor powers of 20kW and 30kW. The battery uses CATL and Honeycomb Energy lithium iron phosphate batteries. The suspension structure is a combination of front McPherson and rear torsion beam non-independent suspension.
● Listing Background
The ZHIDO brand has been involved in the micro electric vehicle market for a long time, but the process has been bumpy. In the first quarter of 2024, that is, not long ago, ZHIDO Automobile announced the completion of its capital strategic reorganization. Geely Automobile Group, Zhang Jian, the founder of Aima Technology, Bao Wenguang, the founder of ZhiDou Automobile, GSR Ventures, Three Gorges Capital, CHINA MERGER & ACQUISITION FUND (CMAF) and others worked together to renew ZHIDO Automobile. The ZHIDO Rainbow is the first model after the brand’s renewal, a four-wheel microcar. For Aima users, it provides more possibilities for consumption upgrades. At the same time, Aima’s annual sales of tens of millions of units can help Aima reduce procurement costs, and its 30,000 stores will also play a positive role in the subsequent channel layout of ZHIDO.
The car’s biggest rival is probably the Hongguang MINIEV. Just looking at the shape, the ZHIDO Rainbow should even be called a “senior”. The Hongguang MINIEV has strong background resources and has accumulated sufficient brand influence. In February of this year, Wuling Hongguang announced that the cumulative sales of the Hongguang MINIEV family exceeded 1.2 million units. ZHIDO Rainbow has also accumulated a certain degree of popularity. At the same time, the demand for micro electric vehicles in the domestic market is regionally dispersed. Compared with traditional car brands, its consumer group is more dispersed in the second and third tier markets. Aima’s rich sales channels provide more possibilities for the expansion of ZHIDO Rainbow.
★ Editor’s Comments:
If the Hongguang MINIEV is a product that Hongguang Automobile has subdivided into the basic market, then ZHIDO Rainbow is an upgraded and subdivided product for Aima’s existing users. With the increasing standardization of regulations for low-speed micro electric vehicles, many “old people’s cars” are no longer allowed on the road, but user demand still exists. The ZHIDO Rainbow provides more options for this group of people. At the same time, the range of more than 200km and the colorful color matching also make the audience wider. In addition to picking up children, it also provides a wind and rain shelter for commuting to and from work.
