Why are NIO's models so expensive? It sells four models, ES6, ES8, ET7 and EC6, with the lowest starting price of 358,000 yuan. And this price range is undoubtedly the world of BBA and some second-tier luxury brands. If the brand has no brand, and the historical background has no historical background, why can Weilai win the high-end car market of more than 300,000 levels?
In my opinion, it stems from two aspects. First, the strategic positioning of the high-end new energy market, you sell expensive, but you are a traditional fuel vehicle; second, it is a service, compared with other new energy vehicle brands, Weilai Automobile's power station replacement service is undoubtedly in front, and it does solve some consumer pain points. So can we rely on these two aspects to stand on the high-end market? In the editor's opinion, it may be very difficult.
First of all, BMW, Audi and Mercedes-Benz have opened the road to new energy vehicles, and their pure electric models are gradually entering the game. In this way, it is bound to bring greater competitive pressure to Weilai Automobile and seize some of its market share.
Secondly, if it comes to service, after the launch of the replacement power station in the Ningde era, presumably many of Weilai's competitor brands of the same level will naturally solve the problem of power exchange, and this advantage of Weilai is no longer obvious. Therefore, if Weilai Automobile blindly adheres to the high-end road, it will really become more and more difficult to do in the future. Of course, the much-watched WEILAI ET5 is about to debut, and the price of this car should be much lower than 300,000, and it will also bear the burden of Weilai's upward sales.
Xiaobian is also thinking, will the appearance of ET5 be the product of Weilai Automobile's compromise with the market? After the ET5, will there be more models with lower prices? If this is the case, will Weilai Automobile's high-end strategy also change? No matter what, Xiaobian will always think that only doing high-end Weilai automobile may be more difficult to do in the future!