For the automotive market in the past two years, "new energy" has been the transformation trend of the future development of major car companies. With the continuous advancement of the two major plans of "carbon neutrality" and "carbon peaking", reducing the level of carbon emissions has gradually become the consensus of the entire industry.
Looking back at 2021, the achievements of China's auto market in the field of new energy are obvious to all. In addition to traditional joint venture brands such as Volkswagen and Honda, which have entered the field of pure electricity, the achievements of new car-making forces cannot be ignored. According to a data show, Xiaopeng Automobile became the sales champion among the new forces with a delivery of 98,115 units in the whole year, an increase of 262.98% year-on-year, while the two camps of Weilai and Ideal ranked second and third with a score of 91,429 and 90,491 vehicles.
However, despite the popularity of "Wei Xiaoli", the zero-run cars as a latecomer also squeezed into the top of sales for the first time, ranking sixth in 2021 with 43,121 units, an increase of 278.55% year-on-year. From a product point of view, in addition to having a T03 specially designed for the scooter market, Zero Run is constantly making breakthroughs, and officially listed its first pure electric SUV - C11 in September 2021.
Now, a quarter after the zero-run C11 went public, how is it performing? Can the price of 15.98 to 199,800 support the development pattern of zero running towards the high-end market? Xiaobian specially visited a zero-run franchise store in the city to find out.
Sales say they are now "out of car"
The zero-run franchise store that Xiaobian wants to go to this time is located next to a main road in the city, the geographical location is relatively superior, and the traffic is also very convenient. Since the arrival time is already in the afternoon, plus the weekdays, there are not many customers in the store, but there are still customers who come to pick up the car. In the small talk, Xiaobian learned that the prospective owner ordered the zero-run C11, but it can be seen from the tone of the other party that the prospective owner is very satisfied with the performance of C11.
After entering the store, Xiaobian found that there was no C11 exhibition car in the store. However, the staff who followed the side explained helplessly: "Now there is a shortage of cars in the store, only the T03 exhibition car can be seen, and most of the new C11 to the store is delivered to customers as a vehicle." In a parking lot outside the store, Xiaobian also saw several new C11s waiting to be delivered, and it is not difficult to see from the layer of dust on the body that these cars have been placed here for some time.
In the communication with the sales staff, Xiaobian learned that these new cars are indeed ready for delivery, and their owners have placed orders as early as September 2021, and have now waited for 4 months, and have reached the delivery time promised by zero runs. In addition, the sales staff also said helplessly: "Due to the impact of the chip shortage, you need to wait about 4 months to order a car now, that is, until around April and May of this year to get a car." ”
However, for the entire new energy market, it is not unusual to delay the delivery of vehicles. Xiaobian also recently visited GAC Eian, BYD and other domestic new energy brand dealers, the other side said that due to the "lack of core" storm, the delivery time will be delayed than the original, the specific time is also 2 to 4 months. It can be seen that this is already a common phenomenon in the entire industry.
The policy "recedes", but the price of the car has not been affected
December 31, 2021, is an unforgettable day for all new energy manufacturers. Because on this day, the Ministry of Finance, the Ministry of Industry and Information Technology, the Ministry of Science and Technology and the National Development and Reform Commission jointly issued the "Notice on Financial Subsidies for the Promotion and Application of New Energy Vehicles in 2022", indicating that the subsidies for new energy vehicles will decline by 30% in 202, and from 2023, new energy vehicles will no longer enjoy the national subsidy policy.
The release of this news quickly made headlines in the major auto news sections during the New Year's Day holiday, in which Tesla Model 3 and Model Y and other two models have announced price increases ranging from 30,000 to 60,000 yuan. In order to "stabilize the military's heart", the major domestic new energy brands said that the current price of their products will not increase for the time being, and manufacturers will still "pocket the bottom" for consumers.
The price range of the zero-run C11 of the store is in the range of 159,800 to 199,800, just within the scope of enjoying the national new energy subsidies, so has the price of the zero-run C11 on the policy "retreat" been affected? In the communication with the sales staff, the other party said that the current car price is still stable, maintained under the subsidy price of the previous year, but the time to pick up the car has been extended.
However, it is worth noting that in order to meet the customized needs of users, zero-run C11 has also launched a comfort fully equipped optional package, which includes two kinds of 20-inch wheels, Nappa leather seats, 12 speakers for the whole car, independent power amplifier DSP and power inverter output and other 12 upgrade measures.
However, the price of this comfort all-equipped optional bag in 2021 is 10,000 yuan, and it has now risen to 15,000 yuan, 5,000 yuan more than the original. The sales staff also said that compared with the situation in 2021, the price of the whole car is only an optional package, and the owner of this optional package can choose and buy according to their own car needs, and the manufacturer does not force the upgrade. So from this point of view, in the case of subsidy policy decline, the "price increase" of zero run C11 is almost negligible.
Finally, in terms of price, take the current best-selling C11 2021 Premium Edition, its official guidance price is 178,900 yuan, but in view of the direct sales model developed by the new car-making forces, this price is still quite transparent, exactly the same as the price queried on the zero-run APP. After adding 15,000 yuan of comfort all-equipped optional bags and insurance and other expenses, the one-time landing price of the whole vehicle is 200,900 yuan.
In terms of mortgage policy, Zero Pao Auto also provides a low-interest loan scheme with an interest rate of 5500 yuan, the mortgage amount is 100,000 yuan, repaid in 36 installments, and the final average monthly repayment amount is 2930 yuan. After subtracting the loan of $100,000, the down payment amount of Zero Run C11 is $100,900.
Write at the end: It's a brave attempt
As a rising star in the new car-making forces, Zero Run seems to have been stuck in the scooter market in the past, and the hot sales of T03 have also laid the position of Zero Run in the field of scooters. But companies can't stay where they are forever, C11 is a product that zero-run cars open up to the high-end market of new energy, and has gained market attention since its listing in the fourth quarter of 2021.
However, from the situation of this visit to the store, zero running C11 in order to please the market also came up with enough sincerity, under the influence of the new energy subsidy policy "decline" did not blindly increase prices, but maintained at the original price level, and the 4-month-long car pick-up date is only a helpless move under the "lack of core" crisis. Of course, as a latecomer, will the market pay for C11? It will take time to prove it.