The word "robbery" is used in the case of Hongguang MINI price increase, which is obviously not very reasonable.
Everyone knows that Hongguang MINI earns "clever" money, selling cars is purely unprofitable work, and the real money is to earn the most needed double points for the entire SAIC Group in the new energy era.
Someone has analyzed that a Hongguang MINI may only make 89 yuan.
Not to mention that this data is inaccurate, I only know that more than 30,000 electric cars are not profitable, from parts to factory operations to personnel salaries, in the case of batteries to occupy a lot of costs, this kind of car is not profitable at all.
Why build, the market has demand, and there are double points as a profit target, so Wuling will produce this kind of era product that does not seem to be profitable, but it is very profitable.
But recently it has not worked, the cost of batteries has risen sharply, and Hongguang MINI, which originally did not have any profit in the matter of car building, has also made a price adjustment.
Because for Wuling, it is very important to pull the price of Hongguang MINI back to a reasonable and normal level, after all, the demand for subsidies and double integration is decreasing, if Hongguang MINI still maintains a "normal profitable" pricing height, then in the future, this car must be a loss state.
It is impossible for any business to make a loss-making transaction.
Compared with the 2020 models that were once on sale, the price of the newly listed 2022 Hongguang MINI was raised by about 2,000 yuan, and the configuration level did not change much, which was basically driven by the pricing fluctuations driven by the rise in battery costs.
From the cost point of view, Hongguang MINI price increase is beyond reproach, after all, this is an electric car priced at more than 30,000 yuan, with a 10-degree battery pack, the cost of three electricity will account for a relatively large share of the price of the whole vehicle, and the price increase of the ternary lithium battery will inevitably make all pure electric vehicles feel the pressure.
Price increases are also forced behaviors.
In today's increasing sales cost of electric vehicles, we should all clearly understand that when subsidies decline and battery costs increase, it is difficult for the price of electric vehicles to return to the lower range of the year, especially the Entry-level model of Hongguang MINI, which is very low in price itself, originally there is a problem of low profits.
The positioning of Wuling for this car is a product of double integration, and it is impossible to make money by selling cars without making money, so the price increase has become an inevitable situation.
Not only Wuling, the price of electric vehicles in the beginning of 2022 is higher than once, Tesla, BYD and other companies have also adjusted prices many times, and the price of Tesla Model 3 has risen several times from the lowest 240,000 in a row to become the most topical model of this era.
For users, the price increase of 2,000 yuan of Hongguang MINI may not be unacceptable, after all, most of the user groups of Hongguang MINI are not short of budget and choose it, but they are interested in the small and flexible size and cute shape of Hongguang MINI, and the price increase of 2000 yuan is actually acceptable for most Hongguang MINI owners.
But the crisis of Hongguang MINI has not been lifted with the arrival of price increases, after all, this car still has the problem of weak profitability and survival by selling double points.