Since Euler released the brand's first model IQ, the Great Wall in the vehicle naming seems to have opened up the second vein of Ren Dou, began to make a big fuss about the model naming, the Euler R1 renamed black cat, R2 changed to white cat, from the market feedback of the follow-up two cars, the strategy of naming a car with "cat" is very successful, supplemented by the fashion appearance of Euler's models, as well as good transportation attributes, Euler "cat" family model also helped the brand capture a large number of female car owners.
However, it is the Euler black cat and the white cat, two great heroes who have opened up the market for the brand, but recently the news of being discontinued has been reported. It is reported that Euler officials have issued a notice to 4S stores and dealers on the evening of February 14, stopping accepting orders from Euler black cats and white cats from the early morning of February 15, and also requiring the removal of promotional materials and exhibition vehicles about Euler black cats and white cats.
The relevant person in charge of the Euler brand also responded on February 15 that the news that Euler white cat and black cat no longer receive new orders is true, and the two cars have indeed been discontinued, but the main reason for the suspension is that the two cars currently have too many backlog orders, and the chip shortage and the supply of spare parts are limited, making the customer's car pick-up cycle too long, affecting the consumer's car purchase experience. Therefore, after considering all factors, Euler decided to stop accepting new orders from black and white cats, but mobilized internal resources to speed up the scheduling plan of existing orders.
This kind of grandiose words are good for everyone to listen to, Xiaobian helped everyone summarize the subtext of the relevant person in charge of Euler: chip shortage, limited supply of parts, plus the decline of national new energy subsidies, Euler black and white cat These two low-profit cars have no meaning.
Because in the January sales report of the Euler brand, the black cat and the white cat add up to only about 4,000 units of sales, and the higher positioning of the good cat (the guidance price of 10.39-14.39 million yuan) series is sold more than 9,000 units, then there is no doubt that after the suspension of black and white cats, the spare production capacity can release the backlog of orders for good cats, and then help Euler to obtain higher profits.
At the same time, from the perspective of Euler's new car planning this year, the discontinued black cat and white cat are only the first step in its future plan, and the new cars such as ballet cats and lightning cats that will be listed this year have a starting price of more than 150,000, so Euler's official action should be very obvious, which seems to be strategically abandoning the market below 100,000 and turning to the high-end pure electricity market.
Of course, even the smallest mosquito is also meat, Euler will give up the black cat, white cat two relatively close to the people model, on the one hand, based on the consideration of brand strategy, want to impact the more high-end market; on the other hand, because the current pure electric car market below 100,000 levels of competition is too fierce, under the Wuling Hongguang MINIEV, Chery QQ ice cream, the same price also with zero-run T03, Nezha V and other models to compete. Therefore, Eulerso shifted his position and set his sights on the 150,000-level high-end pure electric car market, after all, the competitors here have not yet seen a few, and Euler will have a lot of room to play.
It is worth mentioning that the new policy introduced in Shanghai mentioned that "models under 100,000 yuan or less than 4.6m in length cannot be sent", so Euler black cats and white cats have long been discontinued in Shanghai, and no one can say whether other major domestic cities will follow Shanghai's practices after that, so Euler pushes the boat along the water and simply goes up. It is reported that The Euler Ballet Cat has planned to open pre-sale in March, and the Lightning Cat has been listed on the new car catalog of the Ministry of Industry and Information Technology, or will be listed in the second quarter of this year.
As for what consumers are worried about, Euler black cat, white cat is not out of print, after the after-sales problem how to solve, in fact, do not have to worry, with a good cat "chip door" was named by CCTV, by the user rights protection and spend 400 million yuan of cash compensation after the tragic experience, Euler should not be a big death, should be launched the corresponding after-sales measures, otherwise everyone will wait to see Euler at this year's 3.15 conference. Finally, as consumers, what do you think about this matter, welcome to share in the comments section.