Do new energy vehicles make money in the end? Finally someone gave a different answer.
Recently, in response to the rumors about the suspension of black cats and white cats, Euler brand CEO Dong Yudong issued a statement in the ORA APP: Euler black and white cats stopped taking orders, not to stop production, but these two cars brought huge losses to the company. Taking black cat as an example, after the sharp increase in raw material prices in 2022, the loss of a single model of black cat exceeded 10,000 yuan.
Judging from a letter written by Dong Yudong to users: "Stopping receiving orders is a helpless move, in the absence of core and less electricity, the number of orders waiting for black and white cats to be delivered to users has exceeded 20,000 vehicles, according to the current production volume, if orders continue to be received, the delivery of new orders may have to wait until the second half of 2022." ”
Of course, behind this sentence, there is still a sentence that has not been said, that is, if you continue to take orders, Euler will continue to fall into the dilemma of "selling more and losing more".
In the current new energy vehicle market, Euler should be the first car company to expose the loss of selling new energy vehicles.
After all, it should be known that although the entire industry was facing a shortage of chips and rising raw material costs last year, whether it is Tesla, which has a gross profit margin of nearly 30% in the high-end electric vehicle market, or a series of new car-making forces such as "Li Xiaowei" that is higher than the gross profit margin of traditional car companies, or in the low-end electric vehicle market, the very popular Wuling Hongguang MINI EV does bring a lot of points benefits, and it is as much as a few thousand yuan of bicycle profits. All of them have created a phenomenon of strong profitability of new energy vehicles for the market.
But this is still the "appearance" after all. In fact, behind the forced cessation of orders by euler black and white cats, there are many car companies in the industry that have the same experience as "black cats" and "white cats".
At the beginning of this year, with the further decline of new energy subsidies, the terminal prices of many models have been increased by different margins. Incomplete statistics, since the beginning of 2022, as many as 16 car companies have raised the price of their new energy models, most of which have increased by between 3,000-6,000 yuan, and Tesla, which has lowered prices many times in the past, has also risen by 10,000 yuan to 20,000 yuan in the price increase of new energy vehicles.
Logically, as an important sales component of the Euler brand, Euler can completely follow the trend to increase the terminal price of black cats and white cats. According to official data, the cumulative sales of black and white cats have reached 173,000 units since their listing. According to the data of the Association, in 2021, Euler Black Cat was shortlisted in the top 10 annual retail sales of new energy cars with an annual sales volume of 63492 vehicles, ranking eighth.
However, Euler chose to "suspend the order". In our opinion, Euler's decision can be roughly explained by these two reasons. On the one hand, as Dong Yudong said, in order to ensure the user experience, Euler chose to suspend the order. On the other hand, the suspension of euler black and white cats is also conducive to Euler's comprehensive launch of the "brand up" value war.
With the continuous improvement of the charging pile infrastructure in the new energy vehicle market and the gradual relief of mileage anxiety, more and more potential customers in the traditional car market are tilting towards the new energy vehicle market.
In 2022, as the last year before the full withdrawal of new energy subsidies, it is also a year to strengthen the game between traditional oil vehicles and new energy vehicles, if the price is more than 50,000 Euler black cats and white cats in order to maintain profits and carry out "price increases", it will not only disrupt Euler's product line and erode the market for models such as "good cats". The label of the Euler brand "close to the people" will also be weakened, thus losing the competitiveness of cost performance.
Therefore, in order to ensure the user experience and protect the user's brand recognition of Euler, Euler black and white cats should not follow the trend and increase prices, but it is better to "stop taking orders" with dignity.
At present, driven by consumption upgrades, cost performance is no longer the first criterion for consumers to choose and promote purchases, but value is.
At present, Euler Good Cat has established a firm foothold for Euler in the market of 100,000-level intelligent quality electric vehicles. Next, with the more accurate positioning and the listing of ballet cats, lightning cats and punk cats with more distinctive product IP, Euler's brand value and brand image will be richer and more three-dimensional.
Just as the so-called "wind should be long and long", for Euler, an epoch-making new energy vehicle brand, this is the significance of its existence and growth as a Chinese new energy vehicle brand.
Therefore, the Euler brand gradually transitioned from black cats and white cats to the new product matrix of good cats, ballet cats, lightning cats, and punk cats, stopping ordering black cats and white cats, in fact, it is also a means for Euler to reshape the competitiveness of products and brands under the challenge of a new round of reshuffle brought about by rising raw material prices and new energy subsidies.
As the last year of national new energy subsidy support, before the end of 2022, all new energy vehicles must make all preparations before the "coming-of-age ceremony". Now look, Euler is constantly tempering herself!