In this year's automotive circle, price increases are the main theme.
Under the influence of a variety of factors such as lack of core tide, subsidy decline, upstream raw material price increase, international situation and other factors, most of the new energy vehicles have raised the price, oil prices have also entered the "9 yuan era", some time ago, the German luxury brand Mercedes-Benz also launched the first shot of the first round of price increases in fuel vehicles, and it is estimated that there will be many traditional car companies following suit in the follow-up.
Under the influence of this environment, there have been fortunate to escape the first round of price increases this year's micro electric market, naturally can not stay out of the matter, under the leadership of Hongguang MINI EV, many micro electric vehicles have entered the price increase tide, and the starting price is not ambiguous at all, often three or five thousand increases comparable to mainstream models. This may have a lot to do with the previous price war, after all, the profits of the inner roll are almost squeezed out, the parts are generally rising, the string that is stretched is not easy to stretch, and the rebound is naturally more serious.
But most of this rebound is in place, at least in the short term, the one-time price increase basically includes the raw material increase budget, as well as the cost and profit of car manufacturing. As the ideal CEO Li Xiang said, "After negotiating a contract with a battery manufacturer and determining the price increase in the second quarter, the car company will officially announce the price increase." "So at present, most of the car companies in the micro-electric market have only followed a price increase, but only a few car companies have optimized the proportion of costs and profits through frequent price adjustments, such as Chery New Energy."
On March 17, Chery New Energy issued an announcement that due to the adjustment of national policies and the continuous sharp rise in battery and chip raw materials, the price of its QQ ice cream and small ant models was raised by 3000-4100 yuan. On April 6, Chery New Energy once again said that due to the influence of the above factors, the price of QQ ice cream and small ants was raised twice, with an increase of 2900-5000 yuan. In less than a month, it has risen twice in a row, which has also made the image of these two models in the eyes of consumers have undergone some changes.
The price range of Chery QQ ice cream has changed from the original 299-43,900 yuan to the current 39,900-49,900 yuan, an obvious increase. Among them, the pudding model priced at 29,900 yuan was retired, and it was taken over by a 120km milkshake with a price of 39,900 yuan, although the latter was 10,000 yuan more expensive, but there was only one more manual air conditioning configuration in the configuration. In addition, in order to save costs, the main and co-pilot seat belts of the whole series are also adjusted to three-point seat belts.
The price increase of QQ ice cream makes it and the competitor Hongguang MINI EV in the price gap, the latter price of 32,800 yuan is believed to attract more consumers' favor, and compared with the price difference between the Hongguang MINI EV self-style, QQ ice cream milkshake model in the configuration of the advantage is not large, such as the self-equipped rear parking radar, full LCD dashboard, etc., these are the configuration of QQ ice cream lack. Therefore, this price adjustment will most likely make QQ Ice Cream fall behind in the confrontation with Hongguang MINI EV.
Chery Ant, which focuses on "boutique cars", after these two rounds of price increases, the price range has changed from 66,900-8.49 million yuan before to 73,900-9.40 million yuan now, and the highest increase of nearly 10,000 yuan is also obvious. Specific to the model, the overall price adjustment of the small ant ranges from 3000-5000 yuan, of which the price of the micro-sugar version of the 301km endurance model is raised by 4000 yuan, the price of the half-sugar version is increased by 3000 yuan, the price of the all-sugar version is raised by 4000 yuan, and the price of the half-sugar version and the all-sugar version of the 408km endurance are raised by 5000 yuan.
Not only has the price risen, but the configuration has also been reduced to a certain extent. Perhaps it is the insufficient production of gravity sensing chips or the price is too high, and the small ant series cancels the reminder function of the co-driver seat belt that is not tied, and other configurations remain unchanged. However, the reduction in safety functions has obviously caused many consumers to be dissatisfied, and some netizens said, "The price increase will be endured, after all, the parts and components are generally rising, but the safety is no small matter, canceling the co-driver safety reminder of the eating phase, is it a bit too much?" ”
The price adjustment of the little ant this time, let it out of the previous comfort zone, in the face of zero-run T03, Sihao E10X, Baojun KiWi EV and other competitors of the same level, its market competitiveness will inevitably be greatly reduced. And this time the price has reached the price range of 90,000 yuan, which also makes it need to face more fuel models, such as Changan CS35 PLUS, Auchan X5, Haval M6 and other models, although the level and field are different, but due to the overlap of prices, these models will also absorb some potential users of small ants.
Due to the serious internal roll and the prevalence of price wars in the micro-electric market, it is difficult to achieve a balance between the cost and profit of the product, and its anti-risk ability is basically useless in the face of force majeure factors. This time Chery New Energy is because the early fight is too fierce, resulting in serious impact on the environment, although the two price adjustments are actively seeking development, but at the expense of the market competitiveness of QQ ice cream and small ants. In the long run, the future development of Chery New Energy will do more harm than good.
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