Now it is more and more certain that domestic brands must take the road of high-end brands and achieve curve overtaking, and can only rely on pure electric vehicles. Whether it was in the past or in the present, it is impossible to achieve the advancement of high-end luxury only by fuel vehicles. Even a senior luxury brand like Hongqi can only barely squeeze into the second-tier luxury camp and cannot shake the BBA.
For domestic brands, BBA is three mountains, according to the traditional idea, can only follow behind them, if you do not change the way of thinking, let alone beyond, even the opportunity to sit on an equal footing.
Whether or not overtaking has been achieved on the new energy track, we leave it alone. Prior to this, the survival space of independent brands was basically in the low-end market, more than 90% of the products were around 150,000 yuan, and 200,000 yuan was a forbidden area for many independent brands, and they did not dare to set foot in it.
After opening a new track, the addition of fresh blood has changed the pattern of the automobile market, not to mention restructuring, but let us see that there is also a high-end, luxurious shadow on the independent brand, and it is becoming more and more obvious.
After a year, WEILAI ET7 finally ushered in the delivery, it is reported that the current order volume has exceeded 15,000 vehicles. At the beginning of the listing, Weilai ET7 played the "double 7 battle" and benchmarked the BMW 7 Series. Of course, at a price of 500,000 yuan, to challenge the million-level BMW 7 Series, it is obvious that it is impossible to win. When the price comes to the million level, the influence of cost performance is very weak, the most important thing is the brand power, in this regard, the gap between Weilai and BMW is still very large.
In the million-level products, Weilai still needs a long period of accumulation, but at the level of 500,000 yuan, Weilai already has the ability to break the wrist with the BBA. The price of WEILAI ET7 after subsidy is 43.666-51.34 million yuan, and the price range and the "56E" of BBA are already at the same level.
Bypassing the technical barriers of the engine and transmission, NIO ET7 focuses on intelligent technology and product configuration. The length, width and height are 5101*1987*1509mm, and the wheelbase is 3060mm, which is basically equivalent to the "56E" and the standard C-class car size. Of course, it is easy to do it on the body scale, but the difficulty is whether the driving experience can achieve the high-end luxury experience that a C-class car should have.
First from the hardware point of view, the whole series is equipped with air suspension as standard, and the "56E" does not have this treatment. As the saying goes, luxury cars do not necessarily have air suspension as standard, but the standard air suspension must be luxury cars. Taking the Audi A6L as an example, the air suspension needs to be optional, and the official cost is 29,000 yuan.
For a C-class car, air suspension may not be necessary, but since it is equipped, it can at least show that the manufacturer is sincere in its attitude. For consumers, the cost of 29,000 yuan is not very high, but for manufacturers, it is more than this, because this is not simply installed on the line, but also after a long period of adjustment, so the cost behind this also includes the reliability of technology.
The design style of the interior is also a highlight of the WEILAI ET7, and few car companies dare to use the white interior. The white interior of WEILAI ET is simple at the same time, but it does not lose its sense of luxury, and the detail design is very attractive. At this point, it has to be admitted that WEIO ET7 has put a lot of effort into aesthetics.
In terms of safety configuration, WEILAI ET7 does not have high discrimination, and the whole system is equipped with parallel line assistance, lane departure warning system, lane keeping assistance system, road traffic sign recognition, and active braking, which is indeed a gospel for people who choose difficulties. At the same time, the whole series is equipped with full-speed adaptive cruise, all-vehicle electric suction door, induction trunk, active closed air intake grille, double-layer soundproof glass for the whole vehicle, leg drag adjustment, front and rear seat heating/ventilation/massage.
These configurations are not very rare, but it is very rare to put all of these configurations on a car. In particular, electric suction doors, induction trunks, double-layer soundproof glass for the whole vehicle, heating/ventilation/massage of front and rear seats, in BBA, can only be million-level products.
Through the above simple analysis, the NIO ET7 covers almost all the configurations as a first-class model. The first five linkage independent suspension, the rear multi-link independent suspension, with the upper air suspension and the adjustment of the suspension soft and hard height, can give an excellent driving experience in various road conditions, and also can break the hundred in 3.8 seconds.
The NIO ET7 has the driving texture of a first-class model, and the ultimate sports experience of a pure electric vehicle, which is rare. From the perspective of product strength, WEILAI ET7 and "56E" are on the same level, but there is still a lack of brand influence, which takes time to accumulate.
In the past, we always said such a sentence, you can always believe in the interior and configuration of your own brand, which means that it is a short board in the three major pieces. However, as new energy becomes an irreversible development trend, independent brands give full play to the advantages of building on their strengths and avoiding weaknesses, and achieve the ultimate in their own areas of expertise and leadership, which is pleasing to consumers.
Conclusion: Now we discuss whether NIO ET7 is one level higher than "56E", it seems that it is not so important, what is important is that the product experience brought by NIO ET7 is not weaker than "56E". For the post-70s and post-80s, BBA may still be the only standard for luxury, but as the main consumer force gradually becomes younger, the bidding for cars is gradually weakening, and the real product strength is the most important.