The ballet cat has been controversial since its debut at the auto show, on the one hand, because it is a high-end model of Euler. In the future, once listed the price is not cheap. The second is that it resembles the Volkswagen Beetle in appearance, and as we all know, the Beetle has been discontinued. Therefore, netizens also joked that the ballet cat is a resurrection version of the beetle.
For the ballet cat, I think it is the most critical model for the success or failure of the Euler brand, and if it succeeds, the Euler brand can be completely established.
[1] The Euler brand is not yet a "big" brand
Euler also belongs strictly speaking to the new power company established by traditional car brands, focusing on "female" users, and this brand positioning has made the Euler brand lose many male users, and it is very special in the automobile market. We look at the car market, there are many brands for men, Jeep, Land Rover, Land Cruiser, G-class, Defender, are mainly male users.
Although the purchasing power of female users is also very strong, and even the proportion of female drivers is increasing year by year, we look at the annual sales of the Euler brand, and the cumulative sales of the Euler brand in 2021 are 135,028 vehicles, which is still not a big brand.
Secondly, Euler's model is still the main market within 100,000 yuan, but seeing that many new car-making companies and traditional car manufacturers have begun to focus on high-end new energy models, Euler must also break through this ceiling, otherwise the brand image will be difficult to establish.
At present, the most expensive model under Euler is the Euler Good Cat, priced at 103,900 to 143,900 yuan. Nor is this a particularly high-end product. And in 2021, there was also an outbreak of chip door incidents, so users are also looking forward to more high-end models.
[2] Ballet Cat succeeded, so the Euler brand became?
Why is it that if the ballet cat is successful, the Euler brand is successful? First of all, in terms of product power, it is said that the Euler Ballet Cat uses front-wheel drive, its drive motor has a maximum output of 126 kW (171 hp), and is loaded with a lithium iron phosphate battery pack, providing two cruising range versions of 400 km and 500 km. Compared with the previous Euler model, the ballet cat is the one with the longest endurance.
Secondly, in terms of appearance, if the ballet cat sells well, then it can show that the user does not mind that its shape is similar to that of the beetle. And from good cats to ballet cats, there is also a certain inheritance in design, which is also good for the establishment of Euler's brand image.
The third is that the ballet cat is expected to sell for about 200,000 yuan, in fact, this price can already buy such as BYD Han EV, or add a little budget to buy Xiaopeng P7, or Tesla Model 3. Therefore, if the ballet cat can still have good sales under the premise of selling for about 200,000 yuan, then it is more indicative of the user's recognition of the Euler brand.
[3] In 2022, four new cars will be launched in Euler, which is a key year for the Euler brand
In 2022, Euler will have four new cars on the market, namely Ballet Cat, Lightning Cat, Punk Cat and Cherry Cat. Euler Ballet cat mainly targets female consumers, priced at 15-20 million yuan, is expected to be listed first early next year; lightning cat is neutral, does not specifically mention female consumers, the price is about 200,000, punk cat positioning two-dimensional women, priced at 200,000-250,000 yuan, is expected to be listed later than lightning cat; cherry cat will also be listed next year, but the main overseas market, domestic may also be listed.
It is not difficult to see that the ballet cat is the first Euler model to be listed in 2022, it is the vanguard, and this car also has the role of carrying on the upper and lower levels, because the price of the later lightning cat may be higher, if the user can not even accept the price of the ballet cat, then the market prospect of the lightning cat is more difficult to say.
Therefore, the ballet cat is the key to the success or failure of the Euler brand.