I believe that everyone on the earth knows that FF Company is the last straw for Jia Yueting to return to China as soon as possible.
However, after years of painstaking operation and a loss after only a few months of listing, it is really lamentable.
So now, with the FF 81 car alone, can it turn things around?
It is reported that Faraday Future (abbreviation: FF) officially announced that it has signed a contract with South Korean automobile manufacturer Myoung Shin, which will launch Faraday's second model, FF81, and will be put into production in 2024.
As early as September 2018, FF Company launched the first pre-production model FF91 successfully rolled off the production line.
At this pace, the model should be officially put into production by the end of 2018.
But later FF founder Jia Yueting has been questioned, and even netizens believe that the delay in the mass production of FF91 vehicle due to bankruptcy and restructuring and epidemic events is many excuses, even if it is late, it should be delivered last year.
FF 81 ≠ FF 91
In the FF listing document, FF91 is benchmarked against flagship models such as Rolls-Royce and Maybach, and it is naturally needless to say more in terms of price, if it is calculated according to imported models, then its price is estimated at about 2 million.
Such a high price, even if the product is strong, it can only become a toy for the rich.
In the positioning of high-end brands, whether it is the brand concept or the final result of the final product, or to consider the problem of volume, if it can not be measured in the vehicle price and cost, then it will directly affect the sales of the car.
Therefore, the FF81 launched by FF this time and the FF71 that will be launched in the future are strategically dominated by low-end stepped products, and perhaps the future OEM in the Myoung Shin factory is definitely not just the FF81 model.
Previously, FF did not mention the specific information of the FF81 model in the product planning, but we can see the problem from the strategic analysis.
As a flagship model, the FF91 focuses on brands, so it naturally appears "high-end" in terms of price.
If FF81 is a low-end product to enter the market, the price will never exceed 500,000, if it is imported, then it is between 70-1 million, then it is contrary to the low-end.
According to the normal analysis of the automobile market, if the positioning of FF81 is only secondary to FF91, and it enters the new energy market at a price of about 300,000 high-end electric vehicles, the follow-up will be the new car-making forces such as Xiaopeng, Ideal, and Lantu.
In this way, the "high-end" accumulated by tens of billions of funds in the past few years has disappeared.
Why is it mentioned that the pricing is at the 300,000 level?
Because FF91 is "walking the heart", considering the funding gap, the FF81 will definitely go to the amount, using the OEM model to walk, one can alleviate the lack of financial pressure due to diplomacy; the other is to reduce a certain cost in the car.
The arrival of FF 81, is it to send charcoal in the snow or to accelerate the demise of the enterprise?
The FF81 cooperation released this time seems to have been "planned for a long time", but it is actually relatively hasty, which can solve the urgent needs of FF at present, but it can also enhance the sense of urgency of FF's development.
2021 is the most rapid development year for new energy vehicles, whether it is the Xiaopeng P7 in the new car-making force or the BYD Han EV in traditional car companies, which have a good performance at this price point.
From the information released by the new car this year, it can be seen that these two car companies will aim at the momentum of high-end medium and large SUVs, before the FF product planning is a good situation, but the plan can not catch up with the change, now the situation is indeed forced, then the previous product planning is not suitable for today's FF, so if you want to solve the dilemma, you need to reduce the stature.
From the high-end to the low-end, the most chilling is not the enterprise, but the consumer.
For users, either they have always been loyal fans, or they can only give up, for the group of people who have been raising FF with banknotes, they may always think that the FF brand is not inferior to Ferrari in performance, and it is no less than Rolls-Royce in the pattern.
If the price of FF81 is only about 300,000, the follow-up benchmark is only ideal, Lantu and other new car-making forces, and high-end is not related, consumers can only be cut leeks.
Will FF survive 2022?
At the price of 300,000 high-end models are gradually saturated, FF81 into this market can indeed save some of the room for trial and error, but the entry time is also relatively late.
At present, it seems that the use of "PPT car" to describe Jia Yueting's car is more appropriate.
The first model FF91 is about to be delivered in July, which is like a test in life.
If it can be done, then the previous more than 300 valid orders can make up for the company's shortcomings and increase the trust of investors and consumers in the brand.
On the contrary, in addition to earning a wave of heat, it will also reduce the number of orders, and the advent of FF81 will naturally be postponed, and it is not certain that it will survive in 2022.
Conclusion:
In our view, entering the low-end market is a path that no high-end brand wants to take, and in order to win sales, this has become a necessary approach. According to FF's previous product planning, the positioning of FF81 is definitely not in the low-end products, but there is no news of FF91 mass production vehicles until now, and it is still dead high-end that can only accelerate the speed of FF bankruptcy, in order not to repeat the end of Evergrande Automobile, it is imperative to develop new car plans.