Even if the ET5 that proposes the BaaS solution is priced at about 10,000 yuan higher than the Model 3, it is obvious that in the face of huge sales pressure, Weilai does not intend to put itself in a lower position than Tesla.
BaaS is only the "battery-free car purchase plan" proposed by Weilai, that is to say, the Weilai you buy can be a product without a battery, and if you want to use a battery, you need to pay a thousand yuan cost every month to "ask for rent" from Weilai.
If the vehicle purchase plan, the price of ET5 rises to 350,000 levels.
From the perspective of size, price, performance and other comprehensive analysis, Weilai sells small-size models to a higher price than BBA, and obviously wants to sell its products more to people with higher consumption power, that is to say, Weilai's user group, consumption power is actually above BBA.
Li Bin once vaguely expressed that Weilai does not do entry vehicles, even if the small size ET5 appears today, the price is higher than other electric brands.
For example, it is 180,000 more expensive than the 4-meter 8 Xiaopeng P5, 100,000 more expensive than the Xiaopeng P7 of the same size, and 80,000 more expensive than the model 3 starting price.
In other words, at present, electric vehicles are the most expensive in Weilai.
If Tesla is compared to Toyota and Volkswagen, and WM and Xiaopeng are compared to Growth City and Geely, then it is clear that Weilai is to make a Porsche that is more expensive than BBA.
Don't talk about what the cost performance, Wei is talking about service, talking about high-end and high-level positioning, positioning will not be low, the crown will not fall.
The brand concept determines that Weilai is a company that pays attention to the service of the user group, and its positioning is high-end, so the price can not make the slightest concession, for the user market, there are indeed groups that need to use more high-end positioning and better services to reflect their luxury goods and luxury houses.
Because, living in a luxurious location, using Hermès, with a Rolex user group, you let him drive a dozen, 200,000 electric vehicles, indeed consumption asymmetry, so more advanced Weilai cars are very necessary to appear.
After all, this part of the user group is a minority, so it is doomed to the sales of ET5, which will not be particularly good, but within the system, it will also be identified as a failed model.
On the contrary, ET5 will attract more user groups with better design, more entry-level prices, and will become the best-selling model in the Weilai system, after all, the longest endurance, the lowest price, and the sense of technology and design also perform well.
In short, everyone remembers a sentence, what Weilai wants to do is Porsche in the field of electric vehicles, it wants honor, brand value, and the name of the subversive.
What about the other giant?
Given the industrial chain laid by Musk, car manufacturing is not the most important part of its business empire, from payment, rockets, autopilot to a series of industrial chains pulled by Tesla, the Model series of products is actually only one of Musk's industrial branches.
Therefore, Tesla is not sensitive to price, it does not want brand value, it does not want how much profit can be produced by making cars.
For this company, the profits generated by the basic manufacturing industry are not at all, how much money is made by selling a car, and the profits earned by selling a set of autonomous driving assistance systems are the real profits.
For Tesla, the industrial structure has long been from selling cars to making money, becoming selling data, selling software, selling driving assistance systems to make money, so Tesla's organization is clearer, it is based on cost pricing, reduce costs and thus reduce prices, so that more people can afford Tesla, and then sell their own supporting services.
Therefore, Tesla does not want to be a Porsche, even the BBA does not want to do, it wants to do toyota and Honda in the automotive circle, so that more people can afford to drive Tesla, and then use better software supporting services to make money.
In terms of price, every time it is changed and updated, Tesla does not want to create a high-end image, but wants to make its own price, lower, lower.
In this way, Tesla will not have a rival in terms of sales alone.