What is the headwind, the first quarter of this year, the Great Wall Euler withstood the pressure brought by the "core change door" and achieved a sales performance of 30683 vehicles. Of these, 14,264 vehicles were realized in March alone. And that's not all, the high orders brought about by high oil prices have also made Euler half happy and half worried. The good thing is the scale effect, and the worry is that the soaring price of raw materials and the shortage of chips will lead to the scale effect can not suppress the production cost.
As a result, Euler White Cat and Black Cat first announced the suspension of orders and then announced the production of 146 units of the two models in the middle of this month. In the case of more than 20,000 orders failing to be delivered, first suspend and then a small amount of production, this is a magical operation, many people may not understand.
Cost pressure The era of poor production has become a reality
According to the information previously released by Great Wall Euler, Euler Black Cat and White Cat will not accept new orders for the time being, but will not stop production. The direct reason is the soaring price of raw materials for core components such as batteries, which is also a common problem faced by the new energy automobile industry.
Euler CEO Dong Yudong said that after the sharp increase in raw material prices in 2022, the single loss of Euler Black Cat is close to 10,000 yuan. Despite this, Euler White Cat and Black Cat still have a backlog of more than 20,000 orders, which means that if the delivery is to be achieved at present, Euler will lose 200 million yuan!
However, the suspension of production is also a very unrealistic problem, so the strategy of the Great Wall Euler is to lose less and see the situation. Recently, Euler brand CEO Dong Yudong announced the current production of Euler black cats and white cats through the Euler ORA App. It is said that Euler recently won the supplier's inventory resources, and can achieve a total of 146 units of white cats in two days from 15 to 16 days.
To this end, Euler also made a scheduling plan. Among them, there are 97 305km luxury models. Most orders are expected to be delivered by November 23. The 360km Deluxe (Little Wildcat Edition) has a total of 49 units and is expected to deliver most of its orders by November 14. Euler officials said that these two models can still enjoy normal after-sales service. Even if it encounters production difficulties, MYAUTO believes that in addition to apologizing, the order delay must come up with a good solution, otherwise it will still affect the reputation and credibility of the Euler brand.
It is not excluded that a more flexible production strategy will be achieved
Unlike other goods, the whole vehicle factory of the car usually has a very complete performance, and consumers basically cannot buy products with functions or missing components. But in the era of chip shortage, Euler's "core changing door" shows that when a certain configuration becomes no longer realistic, manufacturers need to have more ways to deal with the current problem.
Especially for the Euler black cat, the hero of the Euler brand, if this model is discontinued, it will have a great impact on Euler. But fish and bear paws can not be both, perhaps manufacturers will adopt some special manufacturing strategies in special periods. For example, without affecting safety, are some parts delivered to users first in the form of post-installation? Otherwise, it has been dragged, the car has become a futures, and the users have run away, what money do you make?
Lightning cats, punk cats or hit new price highs
As a strategic model this year, Euler Lightning Cat and Punk Cat have been on the string, with the advantages of styling and technology, it is estimated that these two models will continue to deepen the female market, and the price will also rise.
Euler Lightning Cat and Punk Cat also follow the brand positioning designed for women + retro trend attributes + smart technology experience. Both models are also an attempt by Euler to hit the high-end road. However, under the premise that the orders of white cats and black cats are difficult to deliver, whether the plans of Euler Lightning Cat and Punk Cat will be affected, or whether it will cause a rebound of users due to the listing process of Lightning Cat and Punk Cat, which is a problem that Euler will definitely face. On the one hand, if Euler CEO Dong Yudong's theory of losses is true, the delivery of white cats and black cats must mean huge losses. Although the Lightning Cat and punk cat can theoretically make up for this part of the loss with higher pricing, excessive pricing will also allow smart women to choose other models, and in the end, the sales of lightning cats and punk cats may have great problems.
MYAUTO believes that Euler's current solution to the problem is still a serious cost problem. Only when the previous orders are digested to a certain extent will the Euler Lightning Cat and punk cat have a chance to resonate with more women on the order.
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