Not long ago, the domestic auto market came a heavy news, Great Wall Motors' Euler brand, announced that it would stop accepting orders from Euler black cats and white cats. The main reason is due to the shortage of chips, the supply of spare parts can not be guaranteed, and the current backlog of orders. It is worth mentioning that although it is announced that it will stop accepting orders, due to the lack of a clear date for officially resuming the acceptance of orders, coupled with the digging of various background messages, Euler black cats and white cats have become a disguised discontinuation in the eyes of many people.
After knowing such news, many consumers and car owners have also had doubts, after all, the total sales of Euler black cat and white cat last year accounted for more than half of Euler's annual sales, and in August last year, Euler black cat and white cat launched an updated and remodeled model, and in less than half a year, there was a change equivalent to discontinuation, only by chip shortage, spare parts supply and other issues to explain, it is indeed a bit unreasonable.
In fact, after a deep investigation, it is not difficult to find that the suspension of the sale of Euler's black cat and white cat is the helpless move of Euler Automobile. To sum it up in one sentence, the profit is too low. At the end of last year, the cost of lithium batteries rose by 10-20%, and the beginning of this year ushered in a policy of subsidy decline, resulting in the profit of Euler black cats and white cats should be very low. Coupled with the fact that the Euler brand is constantly rising, from the beginning of the Euler good cat, and then to the later Euler lightning cat, ballet cat and other models, the author expects euler's follow-up brands to focus on the 100,000-200,000 market.
In this context, Euler Automobile simply stopped selling black cats and white cats, and directly concentrated car-making resources on high-end models such as good cats, lightning cats, and ballet cats under the condition of ensuring existing orders. Obviously, this is the best of both worlds, and it also explains why the Black and White Cats of Euler have come to such a sudden halt.
Of course, the suspension of the sale of Euler black cat and white cat is obviously a very wise move for the current situation of Euler's car, but it has caused a lot of impact on many consumers who love Euler black cat and white cat, as well as the 70,000-level pure electric scooter market. After all, at present, in the 70,000-level market, if you want to buy a delicate, flexible and high-value scooter, there are actually only a few choices available for consumers, including but not limited to Chery Ant, Baojun KiWi EV, Ben Ben E-Star, which are the core competitors of Euler black cats and white cats.
And Euler's move is also equivalent to giving up the market cake of black cats and white cats, Chery Little Ant, Baojun KiWi EV, Ben E-star and other cars will undoubtedly pick up a "big leak". Compared with the past, it is likely to gain more market share. In particular, competitors with similar tones to black and white cats, such as baojun KiWi EV, may be able to take this opportunity to usher in a wave of sales.
From the appearance alone, it is not difficult to find that baojun KiWi EV, like black cats and white cats, are all unique and unique cars. Even in terms of recognition, Baojun KiWi EV is superior, because it adopts a suspended roof + two-color body, and 6 car colors are available, which is indeed more refreshing visual effect. And users at this price point, especially potential users like black cats /white cats, are willing to spend 70,000 or 80,000 yuan to buy a pure electric car, in fact, sometimes in order to look good, while other aspects as long as the quality is guaranteed, the basic product strength is not too bad on the line.
Overall, the suspension of the sale of Euler black cats and white cats has actually formed a win-win situation for the brand and the market. For example, the Euler brand will be more boosted upwards, and the production capacity of good cats and lightning cats, punk cats and other cars on the road has also landed; and the target users of Euler black cats and white cats do not have to feel sad, after all, there are many high-quality models such as Baojun KiWi EV and Chery Ant in the same price market.