Today's automotive industry is experiencing an era of lack of cores and raw materials; fuel vehicles are fine, but the chip is unilaterally restricted, and new energy is a double impact.
It is also because of the lack of raw material supply, resulting in a "collective price increase" in new energy, there are also like Euler black cat, white cat to stop receiving orders; and in the first quarter of this year to stop receiving orders, Euler black cat, white cat undelivered orders there are more than 20,000 units. The reason for stopping orders, I think there are two purposes, the first is indeed because of the impact of the chip problem, and the second is to reduce further losses.
In mid-April, Euler Motors' black and white cats announced the production of 146 units.
Euler black cats and white cats stopped taking orders, it is not difficult to understand
Euler black cat and white cat are miniature electric vehicles, and Wuling Hongguang MINI EV level products, this product has been particularly popular in recent years. Last year, the top three micro-electric vehicles contributed a total of about 560,000 units, namely 426,000 Units of Wuling Hongguang MINI EV, 77,000 units of Chery Ant, and 76,000 units of Changan Benben E-Star.
There is still a certain incremental space in the micro-electric vehicle market, so why do Euler black cats and white cats choose to stop taking orders?
It is undeniable that black cats and white cats were once Euler's fist products, focusing on the boutique micro pure electric vehicle market of about 70,000 yuan, and black cats have also sold more than 10,000 yuan in a single month to become the single product that contributes to euler's sales. However, with the rise in costs in the past two years, the higher the sales volume means the higher the losses faced, and the black cats and white cats that have gained market share with the low-price strategy may be difficult for consumers to accept if the terminal adjusts the price, so the car companies cannot pass on the cost but choose to digest the pressure of rising costs.
First of all, we must admit that the micro-electric vehicle market is not easy to make money, and it is difficult to make a difference in the market if the price is slightly increased, such as Kiwi EV, Nano EV and other new energy vehicles explored by Wuling. Therefore, it is very easy to understand the measures of Euler black cat and white cat to stop taking orders, the price acceptable in the existing market is about 40,000 yuan, and it is difficult to break through, and the raw materials are rising, the chip supply is insufficient, and the profit space of the manufacturer is minimal. In addition, the limitations of micro-pure electric vehicles determine that it is difficult for it to enter the policy-oriented restricted cities.
And Euler Automobile's plan this year will launch a lot of new cars, including lightning cats, ballet cats, punk cats and cherry cats; Euler's models launched in the future will cover A00-class to B-class market segments, and the focus will shift to the 100,000-200,000 yuan market.
In the environment where micro-electric vehicles have turned into a stock market and cannot break through to high prices, combined with the factors of shortage of raw material resources and expensive prices, it is not difficult to understand that Euler stopped receiving orders for the two models.
Scheduling a backlog of orders, high performance costs?
I believe that no one wants to quickly digest the black cat and good cat orders to be produced more quickly than Euler Automobile, euler Automobile first announced a batch of 146 units of production in mid-April, and won the supplier's existing parts to support the production of 15-16 days, of which 97 units of the 305km luxury type are expected to deliver most of the orders before November 23; 49 units of the 360km luxury type (small wildcat version) are expected to be delivered before November 14.
Later, on April 18, there was another announcement about the scheduling of 395 units. 320 black cats and 75 white cats will be delivered for orders before November 16 and 25, January 26 and February 13, respectively.
What is certain is that Euler is currently only a backlog of orders before production, and new orders are still stopped. At this time, the internal personnel of Great Wall Motors gave several affirmations, and the backlog of scheduled orders is not directly related to good cats, and it is indeed the inventory obtained from the hands of suppliers.
Imagine that at the moment when chips are so scarce, the inventory obtained from suppliers must be very large compared to the "cost". Inside Euler Motors, the backlog of orders for black and white cats has a latest scheduling time node, but now this date will continue to be postponed due to the further impact on chip supply. But starting from the scheduling of 146 units, it can be seen that Euler Automobile did not pass on this high cost to consumers, and did not make a "cost pass-through" like Tesla.
Speaking of a consumer concern, will Euler Automobile continue to produce black cats and white cats? As supplier inventories are in place, Euler will continue to open up scheduling, and most of the pressure now comes from chip supply; it is understandable why Euler is scheduling a backlog of orders on April 15-16 and April 18-20, respectively.
146 + 395 units, Euler automobile's two scheduling quantities are not large, but car companies still need to start the entire production line to supply production, why not save enough to schedule production collectively? It can also reduce the cost of using the production line. I personally believe that the reason why Euler Automobile did this is to enhance consumer confidence, and to allow consumers to mention the new car as soon as possible by successive scheduling, which also reflects the performance ability of Euler Automobile.
Of course, this also reveals a serious problem, that is, the core components of Euler Automobile will still be restricted by external suppliers. Although Great Wall Motors does not currently have self-developed chips, it has entered the chip and semiconductor industry, and such problems should be greatly improved in the near future.
summary
After Euler Automobile stopped new orders for black and white cats in February, it took less than 2 months to start scheduling a backlog of orders. Then again, although the two scheduling of a total of more than 500 new cars is a drop in the bucket for the previous backlog of orders, a good performance ability can more or less build a certain confidence for consumers.
Euler Automobile wants to completely solve all the orders of black cats and white cats, and also needs to make certain adjustments in the chip supply chain + production mode, otherwise the cost of these two cars will become higher and higher. For example, centralized order production, there is a certain subsidy for terminal unsubscription?