For extreme krypton cars, it has actually been controversial since its inception. When its first model, Extreme Krypton 001, was unveiled as a concept car "ZERO" at the 2020 Beijing Auto Show Lynk & Co booth, the outside world thought it would be the first pure electric vehicle of Lynk & Co.
From the perspective of positioning, JiKr Automobile is Geely's high-end sub-brand in the new energy market, and its main competitors are also Tesla, new forces, and traditional luxury brands of new energy products, with the spring breeze of new energy vehicles, Geely also tries to integrate into the high-end market, which is also the practice of many independent brands. To this end, Some time ago, Extreme Krypton also officially announced its development plans and expectations for the next five years.
Can 650,000 new cars be sold in 2025?
According to the planning of Extreme Kr Automobile, in the future, Extreme Kr will be divided into three product lines: the first is the "Z" product line, positioning the high-end luxury car market, with the ability to challenge the mainstream foreign luxury car brand, the product price median line is greater than or equal to 330,000 yuan; the second is the internal product line called "C", focusing on the mainstream car market, positioning intermediate or medium-sized cars, competing for the most competitive mainstream users. The future will be the main cornerstone of extreme krypton sales, extreme krypton 001 is born in the "C" product line; the third product line is called "M", focusing on future travel products, more biased towards the high-end MPV market.
According to the plan, by 2023, Extreme Kr Automobile will launch seven models through these three product lines, covering various market segments of cars, crossovers, SUVs, and MPVs, and by 2025, the sales volume of Extreme Kr automobiles will reach 650,000 units.
But the reality is often cruel, not to mention the decline in reputation of Extreme Kr 001 due to marketing problems last year, only delivered more than 6,000 new cars, in the case of Lynk & Co, Extreme Kr is unlikely to achieve the sales target of 650,000 vehicles in 2025.
At the end of 2017, Lynk & Co, which is also positioned as a high-end brand, launched its first model, Lynk & Co 01, and by 2021, it is exactly the fifth year after the listing of Lynk & Co 01. In the past five years, Lynk & Co has successively launched six models such as 01, 02, 03, 05, 06, and 09, and each model has a PHEV choice, and there are not many model choices.
However, in 2021, the total sales volume of Lynk & Co is only more than 220,000 units, and the cumulative sales volume of the brand in the five years since its establishment is only more than 600,000 units. More importantly, the price of Lynk & Co's models is much lower than that of Extreme Kr, the cheapest Lynk & Co 06 starting price is only 118,600 yuan, even the highest positioning of Lynk & Co 09, the starting price is only 265,900 yuan.
The starting price of Extreme Kr 001 reached 299,000 yuan, and the average transaction price exceeded 335,000 yuan, facing a market group far lower than that of Lynk & Co. To this end, it is a pipe dream that Extreme Kr wants to achieve sales of 650,000 vehicles in 2025.
Two new cars are coming, and whether they can break the game becomes the key
As the saying goes, dreams still have to be had, in case they come true. What is the most effective way to increase sales? Yes, it is to expand the product matrix, since last year, the news about the new car of extreme krypton has emerged in an endless stream, and as of now, there are still two new extreme krypton cars that have been exposed.
First of all, the first one is the extreme krypton MPV that has been exposed by road test spy photos last year, which also coincides with the direction of the extreme krypton "C" product line. At present, the information parameters about the MPV are very small, and there are only a few road test spy photos on the Internet, because the camouflage is too thick to see its specific design details. But it is certain that from the block point of view, it will be a medium and large pure electric MPV, and its price will be at least more than 300,000 yuan.
From the perspective of market prospects, MPV still has a great market demand in China in the future, otherwise last year would not have attracted so many joint venture MPV into the domestic market, and there are also independent brands including great wall and hongqi, which will also launch MPV models in the near future.
But the MPV market is not as large as cars and SUVs after all, not to mention the phenomenon-level products such as the Buick GL8, which is unique in the MPV market, and the Buick GL8 sold only 156,000 units last year, let alone other MPVs. Therefore, the MPV of Extreme Kr will not become the main sales force of Extreme Krypton in the future.
Recently, Extreme Krypton has exposed a new SUV, which will be a medium and large SUV from the block, but unfortunately, the new car is still in the stage of heavy camouflage espionage, and there are only two angles of the rear and the side of the car, lacking the display of the front of the car. It is reported that this new SUV of Extreme Kr will support L4 level automatic driving, and is based on the SEA haohan architecture, which is expected to be launched in 2023 and listed in 2024.
From the perspective of positioning, the competitors of this new SUV are Weilai ES8, Xiaopeng G9 and Ideal X01, and the price will not be less than 400,000 yuan. Compared with the new power models of the same level, the biggest selling point of the Extreme KrY SUV is L4 level automatic driving, but the reference car is still a long time from the market, and it is still unknown whether Wei Xiaoli will also launch a higher-level automatic driving system.
Write at the end:
With the continuous exposure of new models of Extreme Kr, this also means that Extreme Kr is accelerating the expansion of the product matrix, but Extreme Kr is a high-end luxury brand, in order to achieve the sales target of 650,000 vehicles in 2025, if you do not launch a lower priced product, blindly launch an impact on the price of more than 300,000 yuan, this goal will be difficult to achieve.
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