New energy vehicle subsidies declined, the first batch of electric vehicle price increases hit?

Recently, the four departments released the 2022 new energy vehicle subsidy policy: the national subsidy standard for new energy vehicles in 2022 will be reduced by 30% on the basis of 2021, and all will be withdrawn at the end of the year. Soon after, Xiaopeng Motors announced that the guidance price of the P7, P5 and G3i models on sale was raised as a whole, ranging from 4300 yuan to 5900 yuan. Among them, the starting price of the main model Xiaopeng P7 after the price increase is 224,200 yuan.

In fact, some auto brand owners have "passed on" some of the reduction in new energy subsidies to consumers. Therefore, with the great decline of domestic new energy vehicle subsidies, the first batch of electric vehicle price increases have struck, and people can't help but wonder, aren't they afraid that it will affect sales?

The country made up for the decline, and the whole system increased the price as promised

It is understood that the P7 series of Xiaopeng flagship sedan rose by 4300-5900 yuan, and the price after the latest subsidy was 22.42-40.99 million yuan; the new P5 series rose by 4800-5400 yuan, and the price after the latest subsidy was 16.27-22.93 million yuan; the SUV model G3i series rose by 4800-5400 yuan, and the price after the latest subsidy was 15.46-19.32 million yuan.

Although the value of nearly 5,000 yuan is smaller than Tesla, the impact on consumers is very large. Of course, some consumers believe that Xiaopeng Automobile harvests the market at a low price and then maintains the cost with a price increase, but why should users pay for their cost increase?

However, industry insiders also do not believe that price increases are the best measure for brands to remain competitive. "The subsidy decline of 30% will have a certain impact on the growth rate of new energy vehicles, and car companies are facing the challenges of the post-subsidy era and will inevitably adjust prices." However, price increases are a short-term phenomenon, and if car companies want to remain competitive, price declines are a long-term trend. ”

In other words, with the gradual increase in the ownership of new energy vehicles, the price of new energy vehicles will gradually decline, and this time Xiaopeng Motors will take the lead in announcing price increases in an unexplained and unprovoked manner, which may cast a shadow on Xiaopeng Motors' 2022.

Mirror Business believes that for now, when Xiaopeng Automobile unilaterally released the price increase information, it caused many negative repercussions. From the price change, it is not difficult to see the substantial pressure brought by the foreign slope to the new energy enterprises, the price increase is an unwise decision for users who are willing to buy, and how many consumers are willing to pay for it?

Much criticized, whether it is reasonable or not

In recent months, Xiaopeng Automobile can be described as "infinitely good on the surface". But under the aura, the negative news of Xiaopeng Automobile can be equally many.

In October 2021, a large number of Xiaopeng P7 car owners complained that there was a problem of false mileage, and the mileage shrank by nearly 50%, so the reputation of product quality and brand image were also damaged. In December 2021, Xiaopeng Automobile suffered from the "fraudulent compensation" incident, and the owner was told that he needed to add money to obtain state subsidies when he picked up the car, and it is not difficult to see that this "yin and yang contract" seems to be a common means, and the purpose of "cheating compensation" is also very obvious.

Surprisingly, Xiaopeng Automobile was fined 100,000 yuan for collecting 430,000 photos of consumers' faces without authorization in offline 4S stores. It installs camera equipment with face recognition function in its stores to conduct customer flow statistics and passenger flow analysis in stores, including statistics on the number of people entering the store, the proportion of men and women, and age analysis. This act violated the Consumer Rights protection law without obtaining the consent of the consumer and without explicitly informing the consumer of the purpose of collection and use.

Carefully looking back at Xiaopeng Motors, user denunciation, owner rights protection, sales fraud, illegal collection of information, almost accompanied by its growing sales. Just entered 2022, it ushered in the news of price increases, and it is not difficult to cause many consumers to resent.

Mirror Business believes that the emerging of various negative news is not difficult to see that there are many criticisms, the future of the auto market competition is undoubtedly more intense, in order to gain a foothold in this market, such many problems need to be solved, otherwise it will only be abandoned by the market.

The track is lively and the test comes first

Using price increases can only temporarily cope with the decline of subsidies, and in the long run, consumers will not be willing to be "cut leeks". In fact, the decline of subsidies for new energy vehicles is an inevitable trend, and domestic new energy vehicles cannot always rely on state subsidies.

With the decline of new energy subsidies, the resistance of consumers to buy electric vehicles and other products in 2022 has increased by one point, and this time it has officially entered the stage of fighting bayonets with products and strength, and this year is indeed the most critical year for new energy vehicle companies.

When the new energy vehicle market gradually changes from policy promotion to market-driven, the requirements for the products of various car companies will become higher and higher. Only more high-quality products can capture consumers and further promote the benign development of the domestic new energy market.

Mirror Business believes that in the capital-intensive, technology race and fierce competition of new energy vehicles, the loyalty of users at the spiritual level may be as important as the loyalty of users at the product and technical levels. The new energy vehicle market in 2022 is destined to be bustling.