Jihu Automobile may be an embarrassing existence, this self-proclaimed high-end new energy vehicle brand is built on a traditional new energy vehicle brand that has itself "degenerated" - BAIC New Energy, and the technical label that can be taken is Huawei...
In the past one or two months, the biggest theme of the domestic new energy automobile circle is the price increase. With the price increase of upstream battery suppliers, many OEMs have raised the price of related new energy vehicle products because they cannot afford the purchase price of batteries or other reasons, and the price increase ranges from two or three thousand yuan to a maximum of 30,000 yuan, and the entire new energy vehicle circle has fallen into a trend of scrambling prices.
In fact, everyone knows that for some brands, the impact of price changes is more obvious, especially some relatively weak brands and models, the price may rise slightly, and some consumers will not buy. But at the moment, the price of batteries has risen, and indeed these brands have difficulty withstanding the pressure brought about by rising costs, and they have to increase prices, which is a very embarrassing situation.
A few days ago, Jihu Automobile released news that from May 1, all models of Jihu Automobile will be adjusted to a certain price, and the specific adjustment plan will be announced before April 30. For many relatively strong car brands, the window period before the price adjustment is very short, some of which are announced on the same day and adjusted the price the next day. It is still very rare for a price adjustment to be notified in advance like The Extreme Fox Automobile, but it is still very rare not to disclose whether it is a price increase or a price reduction, how much it rises, and how much it decreases.
Of course, the price of jihu automobile-related models must be increased this time, and when the entire new energy automobile industry is increasing prices, it is difficult for jihu automobile to be alone.
However, in our view, the current Jihu automobile is very embarrassing, if the price is not increased, then the Jihu automobile will have to bear the cost increase brought about by the rise in battery prices, these cost increases may greatly weaken the profit level of the polar fox automobile, according to the sales and market performance of the extreme fox automobile, if the price is not increased, it may further increase the loss margin of the polar fox automobile, which is an indisputable fact.
But there is another embarrassing situation, that is, if the price of Jihu Automobile is now rising, if the magnitude of the price increase cannot be "understood" by consumers, then as a Jihu Automobile, it is likely to lose a small number of potential consumers. In the first quarter, the sales volume of Jihu Automobile was more than 800, more than 600 and more than 1100 respectively, whether from the price or model level, such sales are actually relatively poor.
Jihu Automobile, there are currently two models, namely Jihu Alpha S and Jihu Alpha T, priced at 251,900 yuan - 344,900 yuan and 241,900 yuan - 319,900 yuan, in fact, in the domestic new energy vehicle market, it is not a particularly expensive model, because the ideal, Weilai and other brands of models are more expensive, but from the sales level, people's recognition of Jihu automobile-related models is far less than the ideal and Weilai and other higher-priced models.
Of course, as we all know, price is a very important factor affecting sales, and certain price changes may affect sales. Now Jihu Automobile announced that its models will increase in price, but it has left a window period of at least half a month, which may be to a large extent to give hesitant users a certain amount of time to consider, after all, Jihu has given the price increase time, the price increase before the order is definitely better than the price increase after the replacement, if still entangled, then this time is the best time to buy.
In fact, the price adjustment and non-adjustment of the price of the Extreme Fox Car, in essence, the impact on the situation of this brand may not be particularly large, because in the domestic new energy automobile circle, the presence of the Extreme Fox Car is now relatively low, the main reason is that the sales volume of the Extreme Fox brand is relatively general, and in the case of general sales, the attention of the Extreme Fox brand and models is relatively low.
Around 2018, Jihu announced its cooperation with Huawei, huawei is responsible for the intelligent software part of Jihu car, the most significant is HI (HUAWEI INSIDE) Huawei full-stack intelligent car solution, including a new computing and communication architecture, 5 intelligent systems, lidar, AR-HUD and so on. However, the support of software does not solve people's doubts about BAIC BJEV's overall products, which is an inevitable process for new brands. Nowadays, Huawei has more and more cooperation objects in the automobile circle, similar to the M5 model, and even moved into Huawei's terminal store, in fact, for many onlookers, it can be felt that the Pole Fox car, which has been unable to be on the volume, seems to have been "left out" by Huawei, of course, it still has a lot to do with sales.
In general, for the polar fox car, the original sales are very general, may be a small price change, will cause changes in sales, but as an main engine factory, the upstream battery price rise, but also can not bear the weight alone, so it can only increase the price, this dilemma, for the pole fox such a weak new energy vehicle, may be the most embarrassing place.