The "historical mission" of black cats and white cats has been completed
Author: Liang Zhihao
On Valentine's Day, Euler Automobile, a new energy vehicle brand under the Great Wall, suddenly announced that it would stop accepting orders for the two main sales models of the Euler Black Cat and the Euler White Cat, and also remove all the promotional materials, so that the two cars would "disappear" in the euler product line.
Once this matter was exposed, it immediately caused a heated discussion among netizens, including some prospective car owners who had already been ordered.
Euler explained in the Weibo comment area that the reason for the suspension of these two cars is because the order backlog of black cat and white cat models is too much, and there is a shortage of chips, so the order is suspended, and the customers who have placed orders do not need to worry, because the manufacturer will continue to produce the remaining orders in accordance with the order of the order.
Sold too well, so discontinued?
So the black cat and white cat are discontinued because it sells too well? Yes and no.
Yesterday, Euler issued a statement through official channels to explain the reasons why Euler black cat and white cat, two hot-selling cars, stopped receiving orders.
According to the official, the black cat and the white cat did not stop production, but only "stopped taking orders", and the reason for stopping orders was that the hot sales of these two cars not only did not bring profits to the company, but also led to huge losses. A series of reasons such as the decline in new energy subsidies, the shortage of chips and the increase in raw material prices have led to the loss of black cat bicycles as high as 10,000 yuan.
The more you sell, the more you lose, which is why Euler stopped the production of these two main models.
And we must not underestimate the sales of these two cars, according to the data released by the Great Wall, the cumulative sales of Euler black cats and white cats since the listing has exceeded 170,000, in the case of huge demand for cheap scooters at the grassroots level, the black and white cats with close price and a certain sense of quality are indeed a very reliable choice. Before the suspension of production, the orders for these two cars have been scheduled for the second half of this year, if it is true that as Euler said, these two cars are selling one at a loss, then these two cars are indeed a big "burden" for the Great Wall.
Don't be deceived by the "selling miserable"
Selling a loss of ten thousand is indeed very miserable in the eyes of the onlookers, so after the announcement, many "prospective owners" and "potential car owners" also expressed their understanding for Euler. However, the low-priced A0-class and A00-class electric vehicles such as Euler Black Cat and White Cat are not profitable in their own existence, but earn new energy points for car companies.
For car companies that have been dominating the top sales of fuel vehicles for many years, the double credit policy has always been the most headache for traditional car companies such as the Great Wall. On the one hand, the sales of fuel vehicles play a triumphant song, but on the other hand, the negative points brought by these models are easy to incur huge "fines" for car companies, and unlike volkswagens taking the "buy points" route, the Great Wall is through the hot sales of the Euler brand, reducing a lot of point pressure for itself.
Therefore, compared with profitability, the more far-reaching significance of the Euler brand for the Great Wall is actually to earn points.
The Fact that the Great Wall continues to use black and white cats to earn points has become uneconomical as production costs rise. At the same time, with the launch of Haval and WEY brand DHT efficient hybrid models, it also means that the Great Wall no longer needs to use such a "low-level" method to earn points, but can meet policy needs by selling higher-end and better image new energy SUVs, so the "historical mission" of Euler black cat and white cat has actually been declared completed.
More importantly, in the case that the good cat has successfully assumed the banner of sales, and the more high-end lightning cat and ballet cat are about to be released, it is obviously not conducive to the high-end models of the black cat and the white cat to continue to retain the black cat and the white cat.
400 million reparations hastened the death of black and white cats
Previously, the "chip door" of Euler's good cat finally ended with the Great Wall paying each owner 10,000 yuan in cash, and this avoidable public relations crisis eventually led to a crack in the reputation of the Euler brand, and the total amount of compensation of more than 400 million yuan was even worse for such a brand that was not profitable.
This also accelerated Euler's desire to cut off the baggage, and the black cat and the white cat were naturally the earliest victims. However, for these two models with high sales and a very good mass base, the sudden suspension of production is bound to lead to the user's confusion and worry. The supply of parts, the retention rate of subsequent models and the support of after-sales are all points that many car owners are more worried about, and how to appease this group of old owners may be a big challenge for the public relations department of Euler and even the Great Wall.
After all, for such new brands, the owner's reputation and the repurchase of old customers are often an important cornerstone to support the later development of the brand, if Euler fails to deal with the user's emotions in this quick knife and chaos, this will obviously be a big harm to the brand reputation.
(Some image source network)
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Euler is "dying" again?
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