In the era of high oil prices, new energy vehicles are really loved and hated, and the love is the cost of a few cents per kilometer to a dime, which is one-tenth of that of fuel vehicles. Hate is that subsidies decline and cost rise, resulting in many car companies forced to join the tide of price increases, but what is angry is that the new car-making forces are surprisingly good after the price increase. In March, there were 4 new forces that sold more than 10,000 yuan a month, namely Xiaopeng Automobile, Nezha Automobile, Ideal Automobile and Zero Run Car.
In contrast, Great Wall Motor's Wei brand figure in March was only 4755. Compared with the zero-run cars that have increased by 909% year-on-year, Nezha Automobiles, which have increased by 270%, and Xiaopeng Automobiles, which have increased by 202%, Weipai's growth rate of about 7.3% is indeed not enough to see.
Can't stand it! Weipai New Energy was forced to raise prices
As with the situation faced by the new car-making forces, the cost of batteries in the first half of this year is soaring, and the cost of chips is also expensive and cannot get the goods, so the Wei brand that had to be forced to increase prices last week and Week, then, can this brand still fight the new forces of car-making?
From the price point of view, compared with the increase of three thousand to six thousand for the new forces of car-making, Wei Pai still looks like a relatively thick enterprise. Among them, the Macchiato DHT-PHEV model has risen the most, the previous price was 166,800-177,800, and now the price is 178,800-189,800, an increase of 12,000 yuan. Macchiato DHT and Latte DHT have also increased their prices by about 10,000 yuan, and the official price is now 155,800-169,800 yuan (the original price was (145,800-15.98 million yuan) and 169,800-189,800 yuan (before the price increase was 159,800-179,800 yuan). The earliest fuel version of the mocha released, the 2.0T version of the model has also increased by about 5,000 yuan, and the official price is now 192,800-228,800.
Although the growth rate of some models of Wei brand is relatively fierce, compared with some high-end brands or luxury brands, Wei brand is still relatively gentle. Why is it so gentle, or wei pai's movements are so much slower than those of friends in terms of the timing of price increases, which has to start from sales.
The road is long and difficult to walk The first month of the new car listing suffered a cold spring
Judging from the order of price increases of the new car-making forces, Weilai Automobile is undoubtedly the slowest price increase and the worst growth rate among the five major car-making new forces. In March, WEILAI Automobile's delivery volume fell below 10,000 units, only 9985 units, an increase of only 37.6% year-on-year. Compared with Weilai Automobile, Weipai's new energy is obviously much worse. Weipai's figure for March was only 4,755 units, an increase of about 7.3% year-on-year. Among them, the plug-in hybrid medium-sized SUV that was the top priority in March, the Weipai Mocha DHT-PHEV, sold only 519 units in the first month of its launch!
Weipai Mocha DHT-PHEV is bleak to this extent, somewhat unexpected by MYAUTO. Although Weipai Mocha DHT-PHEV stepped into the threshold of 300,000 yuan, due to the sluggish sales caused by brand precipitation, it was so obvious in the first month of the model listing, the so-called Linyuan envy fish is better to retreat to the net, Weipai Mocha DHT-PHEV can not stand in the market of 300,000 levels, at present, it is really a bit of a taste of life hanging in the balance.
Sluggish sales are not easy to govern The new forces of re-fighting cars need to be considered in the long run
The so-called frozen three times is not a one-day trip, not only wei brand mocha DHT-PHEV sales are not sluggish Wei brand other models are not satisfactory.
From June to December 2021, only 27,748 mocha units were sold, compared to 4,271 units in the first two months of this year. From October last year to February this year, The Macchiato DHT only realized 6147 orders. From December last year to February this year, a total of 6660 latte DHTs were sold. Weipai originally wanted to use fuel vehicles to achieve brand precipitation, through hybrid technology to cut into the high-end new energy vehicle market, and let Euler cut into the ordinary family car market in a pure electric way, from the strategic conception, there is no problem. However, on the road of oil-electricity integration, although the concept of Wei Pai has a fight with byD, Lynk & Co and other brands, the self-incubated WEY does not have byBYD's excellent battery technology, and compared with the combination of Lynk & Co and Extreme Kr, which injects some Volvo resources, Wei Pai seems to be a little overconfident.
In the near future, Weipai has indeed joined the tide of price increases, and the sluggish sales volume also reflects its serious deficiencies at the brand and product level. Moreover, as the flagship model of Weipai, the performance of mocha DHT-PHEV in the first month of listing was really poor, so Weipai did not dare to make a quick decision and get dividends from price increases. At the same time, as a flagship new car, it seems that it is not optimistic about the market. Compared with those new car-making forces that dare to set high prices and are still selling hot, the Wei brand Mocha DHT-PHEV with zero anxiety as the selling point is indeed quite anxious. If so, Li Ruifeng, CEO of Weipai, who diss Internet cars, new forces and traditional luxury brands can't solve consumer pain points but create new anxieties, may really have to reflect on it.
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