On August 16th, HarmonyOS released a teaser poster and officially announced the launch of the Wanjie children's car. Netizens quickly gave it a nickname - 'Wenjie M0.9'.

This name is not a joke. From the appearance, this children's car is almost a scaled down version of the WENJIE M9: the design language of the "Kunpeng Exhibition Wing" family is fully preserved, with a convertible two seat layout, iconic pancake wheels, and a continuous light strip, even the "LiDAR" shape above the front windshield has been removed.

The official price and configuration have not yet been announced, and the market is expected to be in the range of 10000 to 20000 yuan. The car was jointly designed by SAIC Motor and positioned as a "companion for growth and exploration of intelligence and fun".

Some comments hit the nail on the head: Wenjie has lowered its flagship design to a children's car, "precisely grasping the psychology of technology that needs to be started from a child". When a car brand starts making baby strollers seriously, what it sells is no longer just a toy, but a brand expectation.

Wenjie is not the first car company to target the "baby economy", nor will it be the last.

From Tesla to BBA: Luxury cars have been harvesting the children of the wealthy

Tesla is a pioneer in the field of children's cars. The Cyberquad children's toy car available on the Chinese official website is priced at 11990 yuan, inspired by the Cybertruck design language. It is equipped with LED front and rear lights, a steel frame body, and rubber inflatable tires, and is designed for children aged 8 to 12. In addition, Tesla has also launched a balance car for children aged 2 to 5, priced at approximately 1500 yuan.

Mercedes Benz's efforts are also significant. It has teamed up with German high-end baby stroller manufacturer Hartan to launch four baby strollers - Performance, Avantgarde, All Terrain, and Mercedes AMG GT2- with a starting price of 1599 euros (approximately 13200 yuan) and a higher top configuration. The AMG GT2 version directly transplants the iconic elements of the AMG model onto the cart: forked spoke wheel frames, Dinamica interior, AMG lettering, traditional factory logo, black leather armrests with red stitching, and full attention to detail.

BMW has partnered with the high-end baby product brand Nuna to launch an exclusive baby stroller series, covering five products: MIXX Next, TRIV Next, SWIV, TRVL lx, and Essential Bag, as well as a portable sleeping basket, integrating Nuna's professional innovation with BMW's design language.

Just two days before the official announcement, Audi announced a joint venture with the high-end toy brand Hape to launch three products for children aged 3 and above: balance cars, balance plates, and children's Pickball sets. The design inspiration combines two generations of classic Audi models.

Luxury brands never lag behind in harvesting the wealthy and their children.

Why do car companies make children's cars?

Firstly, cultivate the next generation of users and seize the "starting line" of brand awareness.

The phrase 'adults open the M9, children open the M9 first' reveals the calculation of car companies. The child has been exposed to the WENJIE logo since childhood and grew up driving the WENJIE children's car. By the time he has the ability to buy a car, WENJIE has become one of the most familiar brands to him. Turning children's cars into family products is essentially extending brand awareness to the next generation, and is a long-term brand investment that earns the user's mindset for the next twenty years.

Secondly, strengthen the family design language and make the brand symbol deeply ingrained in people's hearts.

The design language of the M9 is replicated in the world of children's cars, the Tesla Cyberquad continues the rugged style of the Cybertruck, the Mercedes AMG baby stroller transplants the wheels and interior details of the AMG GT, and the Audi balance car incorporates elements from two generations of classic models - the popularization of classic models should start from a young age. This' same size 'strategy is essentially reinforcing the brand symbol. The child drives the "M0.9", the father drives the M9, and the whole family drives cars with the same design language, so the brand emotional connection is naturally stronger.

Thirdly, low-cost and low threshold brand outreach.

Compared to cars that cost hundreds of thousands, children's cars are priced between a few thousand to ten thousand yuan, allowing more people to access luxury brand products at a lower cost. It is the lowest cost and youngest customer entry point - even if you can't afford a Mercedes Benz, you can still afford a Mercedes Benz children's car.

Fourth, expand the brand ecosystem and generate buzz.

After the official announcement of Wanjie Children's Car, the topic of "M0.9" quickly became a hot search. The popularity of this topic itself has brand communication value. Car companies make children's cars not only to sell cars, but also to make their brands appear in more people's daily lives.

Of course, the high pricing and potential product quality and safety risks of children's cars have also brought new challenges to car companies. However, no matter what, if the brand image can penetrate a wider audience, this deal is generally a sure win.

After all, which parent doesn't want their child to drive a luxury car from a young age, and which child doesn't want to have a Mercedes Benz to accompany them in their childhood?