Rose! Rose! Rose! Rose! Rose! Rose!
Recently, "price increase" has become one of the hottest keywords in the automotive industry. Oil prices soared to the "9 yuan era", making fuel owners bitter, when everyone considered whether to choose new energy vehicles, new energy vehicles also ushered in a wave of the most "fierce" price increase.
Since entering 2022, 20 new energy vehicle companies have announced price increases. The root cause, in addition to being affected by the 30% subsidy decline in 2022, the soaring price of raw materials for upstream power batteries is a key factor leading to the "rise in the city" of the new energy industry.
The above figure is the price increase of nearly 20 car companies compiled by the first electric network according to public information. We found that Tesla increased its price three times in March 7 days, the Model Y high-performance version increased by a total of 30,000 yuan, and the Model 3 high-performance version and the Model Y four-wheel drive long-endurance version increased by 28,000 yuan respectively. Coupled with the price increase at the end of last year, the Model 3 rear drive increased by a total of 24,248 yuan, and the Model Y rear drive increased by a total of 36,148 yuan. After such a cumulative calculation, Tesla's increase surprised us, and the maximum increase was more than 36,000 yuan.
In addition to Tesla, the price increase of Xiaopeng P7 670e also exceeded 30,000 yuan, reaching 32,600 yuan. BYD, Geometric Automobile, WM Motor, SAIC-GM-Wuling are all secondary price increases, of which BYD Yuan Pro has increased its price by 13,000 yuan twice, and BYD Qin Plus EV has increased by 9,000 yuan. The car companies with the largest increase of more than 10,000 are Euler, Weima, Ideal, and GAC Aeon.
Most car companies have risen by more than 3,000 yuan, while Feifan Automobile has the lowest price increase of 1,000-2,000 yuan.
Mainstream car companies have basically increased prices, and even some have risen 2 or 3 times. It is worth noting that when most car companies are competing to increase prices, two car companies are still sticking to it - Gaohe and Weilai. When the price increase storm swept through the entire new energy automobile industry, they can still maintain their normal heart, which is really a valuable clear stream.
The first electric network interviewed these two companies on issues such as "why they did not raise prices and whether they will increase prices in the future".
The relevant person in charge of Weilai Automobile revealed to us,
Nio's existing products do not increase prices at present: WEILAI has no intention of increasing prices in the short term, and will strive to maintain the stability of the price system at the moment, which is good for the interests of users and the market, such as not harming the residual value of second-hand cars;
Weilai is not the first time to face the problem of rising prices, not long ago after the release of new energy exclusive car insurance, some models of premium fluctuations are obvious, but the price of Weilai service worry-free package also remains unchanged.
On the other hand, the rise in global raw material prices and the fluctuation of chip supply caused by various factors have led to a large change in the supply chain compared with before. In the context of globalization, no enterprise can stand alone, and in the future, Weilai does not rule out that it will change flexible decision-making according to the objective environment.
In the QA session of NIO's Q4 earnings conference call on March 25, Weilai Founder Li Bin asked " Is NIO considering raising prices for existing products to offset the rising cost of materials such as batteries or aluminum?" In response to the question media, it said,
The chips in the current ES8, ES6, ec6 cockpits are the chips of the 2018 generation, and its efficiency will have some challenges. This year, there are plans to upgrade some intelligent hardware for the current ES8, ES6, EC6, and will also provide post-installation upgrade services for existing users, which is already in our plan. Considering the situation that exists for existing products, we do not think it is necessary to make price adjustments.
In addition, on the morning of March 26, Ma Lin, public relations director of WEILAI Automobile, said in the media communication group,
Recently, electric vehicle companies have increased prices, due to the dramatic rise in the price of international raw materials, mainly batteries, coupled with the shortage of chip supply, the cost of the entire supply chain has increased significantly. NIO has not yet decided whether it will raise the prices of the five models on sale, and will make a dynamic decision based on the development of the situation.
NIO expects to release the 2022 ES8, ES6 and EC6 in late May. The 2022 model will undergo major upgrades to smart hardware, including 8155 chips, 360 surround view cameras, and 5G modules, and performance will be greatly improved. It is expected that the price of the upgraded model and battery will be raised.
NIO will also provide smart cockpit hardware aftermarket upgrades for existing ES8, ES6 and EC6 users at preferential prices.
The relevant person in charge of Gaohe Automobile said that there will be no price adjustment at present. Gaohe's propositions and views can be summarized in three points:
1, the cost of battery chips and other rising everyone is the same, HiPhi X standard 97kwh of large battery, the total cost will be much more than the general 70-80kwh battery;
2, our brand mission is to promote intelligent new energy vehicles, so if there is a wind and grass to spread the cost to the consumer market, in the current is not conducive to new energy vehicles, the promotion and popularization of intelligent vehicles;
3. As a luxury new energy vehicle brand representing China in the World Cup, enhancing the competitiveness between china and world-class brands is our primary goal at present.
It should be known that Gaohe and Niolai both belong to (super) luxury brands, and the price range of Weilai is 328,000-624,000 yuan, and the price range of Gaohe is 570,000-800,000 yuan. In fact, it is reasonable that they do not increase the price, after all, the price is there, and if the price rises again, the sales may be affected.
Just as we were about to publish, Zero Run Cars announced a price increase of 5,000-7,000 yuan for the Zero Run T03 model. The AITU Q&I M5, which has not been raised in price, also announced that it is about to enter the price increase stage.
Lantu Automobile, which previously announced that it would not increase prices, also announced on March 24 that it would announce a price adjustment plan on march 31, which means that Lantu Automobile will also increase its price, so can Weilai and Gaohe carry it to the end?
Written in the end: Affected by the industry environment, the choice of price increase may be a measure for new energy vehicle companies to solve the contradiction between supply and demand. But the whole pressure is directly transferred to the majority of consumers, and the company is somewhat insufficient. At the same time, the continuous price increase of new energy vehicles can easily cause the lack of product competitiveness, and the user relationships and consumption habits that have been established will be roughly pushed to fuel vehicles.
For the new energy automobile industry, the price increase will undoubtedly have a certain impact on the terminal sales of new energy vehicles. Here we would like to say to these new energy vehicle companies that are constantly rising in price, "Don't dissuade consumers and lose the market for the sake of temporary ease." ”
Article from: The first electric vehicle network
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