Recently, there have been many "big things" in the electric vehicle circle, first There is Euler Automobile announcing that it will stop accepting orders from black cats/white cats, and then there are ideal cars to "fight again" into Fo Po. Today, let's take a look at why Euler stopped selling black cats/white cats, after all, they are also considered to be the "big heroes" of the Euler brand, which has been selling well and belongs to the leader of the 70,000-class tram. According to the data of the Association of Passenger Vehicles, black cats sold a total of 63,492 new cars last year, and white cats sold a total of 20,605 new cars, while the annual sales of the Euler brand were only 135028.
It is no exaggeration to say that Euler black cats and white cats support the "most of the sky" of the Euler brand. If so, why did Euler choose to stop selling Euler Black/White Cat? Officials said that this is due to the shortage of chips, the supply of spare parts can not be guaranteed, and the current backlog of orders and other issues of helplessness. Seeing this, there may be small partners who will wonder, "lack of core" is not only Euler is lacking, everyone is lacking. Therefore, many netizens did not buy Euler's explanation.
After digging deeper, the author found that a large part of the reason for the suspension of sales was that Euler could not make money on black cats/white cats, which was simply that the profits of the two cars were too low. Because the cost price of semiconductor materials rose last year, the cost of lithium batteries rose by 10%-20% last year, and the new energy subsidies at the beginning of this year also declined, and if the price did not rise, the profit would naturally be low. Therefore, you can also find tesla, known as the "price butcher", which has increased its price several times since last year.
Of course, there is another reason not to rule out, Euler Automobile intends to enter the high-end price market, after losing the black cat, white cat, the price of the brand model is basically maintained at more than 100,000, in order to enhance the brand image. In addition, the starting price of the new car Lightning Cat and Ballet Cat will be more than 150,000, and as for the actual price of the new car, we still take the official as the standard, but the author expects that it should not be less than 130,000.
However, then again, Euler's choice to stop selling black cats/white cats is equivalent to giving up the share of the 70,000-80,000-level electric vehicle market. So who can seize the opportunity to rise? Or who can be the equal of Euler's black/white cat? From the price point of view, the author believes that Chery Ant, Baojun KiWi EV, zero run T03 are all possible, after all, the price is similar.
However, from the perspective of word of mouth and quality, Chery Little Ant and Baojun KiWi EV from large factories have a bigger winning side, after all, the brand influence of zero running is slightly insufficient. Between baojun KiWi EV and Chery ant, I prefer the former. What to say? Many consumers who choose Euler black cat are nothing more than paying attention to the appearance design of Euler black cat. Although baojun KiWi EV is not a cute style like a black cat, the "space capsule body" and hidden door handles, as well as the unique low wind resistance wheels, also make it have a strong sense of the future, science fiction, and there is no lack of return rate when driving out.
（KiWi EV）
And, in my opinion, users who would rather spend 70,000-80,000 yuan to buy a micro-electric car, especially potential users like Euler black cat/white cat, in fact, what they care about is whether the shape is unique, good-looking, the quality is guaranteed, and the product strength is not bad. There is no such thing as the so-called three-electric system and driving experience. Then again, the KiWi EV's driving experience is actually quite good, because it uses a front McPherson type rear double cross-arm four-wheel independent suspension structure, while the black cat uses a rear torque beam type non-independent suspension.
All in all, Euler wants to stop selling black cats/white cats, in fact, there are many reasons, and it is not excluded that there are the following three reasons. First, as the official said, due to chip shortages, parts supply can not be guaranteed, and order backlogs and other issues. The second is that the profits I say are too low to make money. The third is that the Euler brand intends to throw away the "baggage" to achieve brand upwards; and users who plan to buy Euler black cat / white cat do not have to worry, there are actually many high-quality models to choose from in the same price market, like the Baojun KiWi EV and Chery Little Ant mentioned today are good "flat" models.