As a car editor, I am often consulted by people around me for advice on car purchases, and above all needs is the budget, which corresponds to different sizes, configurations and brands. In the years of the development of China's automobile market, 150,000 is a barrier, the economic type and the improvement type divide the boundaries of product positioning, and 300,000 is another obstacle, and there seems to be an abyss between ordinary brands and luxury brands. Higher prices not only bring higher bicycle profits, the overall promotion of the brand to all of its models of the brand premium will be an astronomical number, so no car manufacturer does not want to impact the high-end, but want to sell the car at a high price is not as simple as just setting a price, you need to have a deep accumulation in technology, experience, brand and other aspects. However, even a hundred years of the public can not break through the limitations of their own brands, enhance the value of the brand has always been the goal of our domestic brands, how many years, domestic brand products fell in the 200,000 yuan mark more or less?
01
My lord, times have changed
Nowadays, times have changed, Lantu FREE 31.36-36.36 million, Extreme Kr 001 29.9-36.8 million, Zhiji L7 36.88-40.88 million, Hongqi E-HS9 50.98-77.98 million, Gaohe HiPhi X 57-800,000, Lantu Dreamer pre-sale 38.00-600,000, Ideal L9 pre-sale 45.00-50.00 million, NIO ET7 44.8-52.6 million, yes, Nio does not have a model below 300,000 yuan at all. The pricing of domestic brands of new energy seems to be getting wilder and wilder, and the publicity continues to refresh various upper limits, as if the sky has no shackles, and the pricing power of the fuel vehicle era is fragmented in an instant.
The market has become a pot of porridge, the operation mode of traditional automobile manufacturers seems to be somewhat decayed, the blowout of domestic brand new energy products began to play out according to common sense, a shot is the top performance, materials, technology, design, in a flash across the fuel vehicle hundred years of technical accumulation, open the shackles of the domestic brand rush up even their own people bite, under more equal conditions, up and down five thousand years of accumulated experience in the struggle to suppress those traditional luxury brands simply breathless. When I answered the car purchase suggestion, not long ago recommended products should also be divided into fuel electric, and now in the case of the same price point, there has been a situation of recommending both fuel vehicles and electric vehicles.
Many people have to ask why, Mercedes-Benz also has EQABC and S, Audi e-tron series, BMW's i series has also been new, Porsche has Taycan, Cadillac LYRIQ, yes, found the problem? If you really want to fight, luxury brands are not called people, and most of the products of these luxury brands stay in the product line design logic of the fuel vehicle era, more or less can find the shadow of the corresponding level of fuel vehicles, giving people a feeling that it is not like a new thing. The era of pure electricity has completely changed the technical barriers of the three major parts of the fuel era, V8, V10, W12 or 8AT, 9AT or Quattro, 4-MATIC, xDrive are no longer the symbol of the peak of technology, this cycle of the cycle of mechanical age for energy conversion paid for a hundred years of accumulation, in front of the motor in an instant lost all advantages.
Today we have begun to initially see part of the cornering overtaking strategy, the new technical indicators began to become the support of product force, in the face of the new battlefield, some people joined vertically and horizontally from the black original ore to start the layout, some people from the user to unite everything with faith, some people from the top building began to establish a brand to seize the right to speak, there are also people who integrate global resources to seek top cooperation, and even more to deceive to sneak attack, of course, the vast majority of at least have done their own strange tricks, The brand premium accumulated by traditional luxury brands is passing rapidly, including the consequences of perennial exploitation of the market, the objective factors of the difficulty of turning around in large ships, and more importantly, the lack of competitiveness under fair conditions.
The various ways of playing in the new era are not completely fixed at present, all kinds of products have their own focus, there are places that break through the shackles of the original independent brand products, the play method of playing with a hundred flowers is particularly interesting, today or to take stock of the current pricing of the various new forces of car manufacturing, to see if different ways of playing can collide more sparks, where is the future? Where is the market? Where is the enemy? Who can survive?
02
Count the merry characters
Nio's ET7 ET5 has been listed, Nio's overall product line began to tend to be full, while the overall pricing stabilized at more than 300,000 yuan, so far Weilai has been off the line of more than 200,000 units, from the volume and accumulation has become the number one player in the new force of car manufacturing. Weilai from the beginning of its inception is biased towards the traditional, much like the traditional luxury brand + Tesla feeling, internal power cultivation relies on massive funds to engage in research and development, four years of research and development investment of 15.5 billion yuan, external power people-oriented rely on service cohesion to enhance reputation. Relying on EP9 to refresh various track laps, break through various technical indicators, establish a Formula E team and win the championship, the practice of practice is steady step by step, the product began to accumulate from ES8, to the mainstay of ES6, and now ET7 has a sense of integration.
As a listed company, it must also have an account for capital, and the annual revenue of 36.1 billion yuan in 2021 increased by 122.3% year-on-year, and the net loss was 4.02 billion, narrowing by 24.3% year-on-year. Manufacturing as a heavy assets of the industry return cycle is also relatively long, capital will be relatively more patient, the current Revenue Capacity of Weilai increases year by year, the brand with good operating conditions is also accelerating on the right track, in many new car-making forces I have evaluated Weilai is: It is not successful Who succeeds? In terms of product pricing, Weilai abides by the rules of traditional car companies, the price is not written blindly, and the gross profit is strictly calculated. Since then, the pricing of the new forces of car-making products has a particularly solid anchor point.
Gaohe HiPhi X is not expected by many people, Gaohe HiPhi X such a strange product can be sought after by the market is more unexpected, at the beginning of a period of time Gaohe HiPhi X even only sold 680,000 yuan of this model, the most asked is also this car This brand why sell 680,000? I've summed it up in one word – odd, surprisingly winning. First of all, what is the model of Gaohe HiPhi X, the official level given is a medium and large SUV, everyone who has seen the real car knows that it is not the shape of a traditional SUV at all, and even some like Faraday Future FF91, cross-border into a new product.
The unique way to open the door suddenly caught everyone's attention, coupled with PML programmable smart headlights + ISD intelligent interactive lights, the way of Gaohe HiPhi X is that the traditional car companies start from car building, we directly build spaceships. From the perspective of capital, the founding team of Ding Lei, founder of Huaren Express (former boss of SAIC-GM and deputy mayor of Shanghai Pudong New Area), is mostly from LeTV, Borgward And Qoros, so everyone should show a sudden expression. Chinese Express and Gaohe brand is still in its infancy, there is only one product, from their corporate vision: smart city, smart transportation, intelligent car trinity, there are 18,000 miles, the pricing strategy is basically to refer to the same configuration of luxury brands in pricing, but relying on out-of-line design plus high-tech configuration assembly products can go how far we do not know.
The pricing of extreme krypton is to refer to the same configuration of luxury brands in the price of half, the entire company to Geely Group as the endorsement, from scratch to poach the major car companies to form a company, the first model of extreme krypton 001 from the auto show once released to harvest a large number of media teachers and industry orders, can see the degree of attraction of its products, the conference on the spot was known as the domestic Paramela. The price of 299,000-36.8 million for mass production has become the beginning of the whole story, with air suspension, automatic doors, energized sky curtains and many other high-end configurations, acceleration performance and mechanical quality are excellent, which is really mouth-watering.
Although the pricing of Extreme Kr 001 breaks through the traditional rules, it is still extremely cost-effective, and when it comes to delivery, there are various oolong events in a place of chicken feathers, and the five consecutive whips of Extreme Kr Lightning are also amazing, and the damage to a new brand can be imagined. As an industry insider, I have even personally experienced some events, the details are really difficult to describe, and there are many friends who work for them, which can only be said to be regrettable. The expected potential of the krypton brand in the future has had the opportunity to look at Wei, and now everything is going to be marked with a question mark, fortunately, at present, krypton has temporarily returned to normal, and the sales volume of krypton 001 has also exceeded 10,000 units.
Ideal is really a brand that makes many people (including me) look at the eyes, according to the traditional car companies how bad the ideal is, with outdated technology, no highlights of the design, the ideal ONE how to see how moderate. The entire company even from the manufacture of A00 class cars 360 degrees U-turn began to build a 7-seat large SUV, from the establishment of the brand in 2015 to 2019 to officially deliver the ideal ONE, when it was just launched, both models were sold for 328,000 yuan, ideal ONE currently only one model on sale at a price of 349,800 yuan. Sales are hot, yes, the market performance of the ideal ONE is very good, with 12,268 units delivered in January 2022. The ideal leader Li wants to be the founder of the auto home, as a former media person, to be honest, Li wants to behave like an entrepreneur, the atmosphere of the jianghu is strong, for many people do not like, but Li wants to say that the ideal car concept is very on the way of consumers, worthy of all the car brand leaders who know the most consumers.
Ideal ONE sales and word of mouth is the most powerful evidence, the ideal brand does not have media touting, the ultimate marketing, accelerated breakthroughs, design out of line, but consumers really feel that this thing is real, pricing is also aimed at a kind of fuel competitors of the same level, whether you start from the budget or level of demand, ideal ONE will become your choice. Now the ideal L9 opened pre-sale, pre-priced 500,000 yuan, as a large SUV, compared with the luxury brand of the same level of products is actually only half of the price, from the news that has been revealed so far, the ideal L9 has a higher level of cockpit experience, I personally also look forward to the release and experience of this new car.
Lantu is Dongfeng Motor's high-end new energy brand, Lantu FREE as the first model of Lantu Automobile, the price has also come directly to more than 300,000 yuan, look at the appearance and interior of this car you can see at a glance it is the fact that it is a domestic brand, air suspension, can lift the triple screen, Lantu FREE through the configuration, materials and innovative intelligent cockpit, positioning itself to the level of more than 300,000 yuan. Lantu FREE has not splashed anything since its listing, but the release of Lantu Dreamer is earth-shattering, a new energy MPV, pre-priced 38.00-60.00 million, regardless of the product, at least Lantu Dreamer opened the door of electric MPV.
From the perspective of luxury large MPV, this pricing is actually not high, and the MPV market is very special, the user portrait is particularly clear, you have to get them to change the GL8, Alpha to electric MPV from these people seems to be extremely difficult. On the topic of electric MPV, we will open another topic to discuss with you later. Lantu can be said to be located in the downstream of these brands, there is no clear product route, the pricing strategy is also extremely vague, spent some costs to sell expensive and dare not sell too expensive, the appearance design is decent, the second model to choose electric MPV may have some unpredictable impact on the brand.
Zhiji's first model Zhiji L7 has also completed the listing recently, zhiji brand from January 21 to the official listing of Zhiji L7, spent more than a whole year, said that the long is not long many new forces the first model polished more than 5 years are a lot, said short 22 years in April to list and deliver the first model of the brand is definitely a latecomer. Zhiji as an independent luxury new energy brand of SAIC Group, can be said to be playing out of the flower, light angel wheel, A round, Pro version of the various car owners' rights, enough to open a long article to discuss for half a day, from the perspective of capital is also very interesting, Zhiji by SAIC 54%, Zhangjiang Hi-Tech 18% and Alibaba 18% jointly hold 90%, the remaining 10% of which 5.1% to the core employees to hold shares, the other 4.9% to the user rights platform, it is reported that simply to buy a car to send equity.
Zhiji L7 in order to 0.21Cd to pursue the ultimate drag coefficient in the appearance of the design is sacrificed, rear wheel steering, electromagnetic suspension, Williams two rounds of 360 days of adjustment to flatten the gap with the luxury brand mechanical quality, lifting giant screen with a control of the cockpit is also very interesting, the material is also very luxurious, projected headlights + ISC digital headlights and other various technology configurations are also armed to the teeth, as well as the company's equity as the endorsement of the virtual currency "rough" This novel way of play. How much does it cost to compare to the sporty performance of the M performance, the innovative smart cockpit experience, and the luxurious interior of the S Class? 400,000? It's cheap, isn't it? Don't worry, read the different versions of the owner's rights, clarify the optional configuration, understand the stock of the rough, and the sales are off. On the sales should not be easy to train it, the new world driving control flagship, streamer shadow before and after interactive lights, huge immersive smart scene screen, customized black label version of high-power magnesium alloy direct waterfall oil cooling motor these terms, do not copy and paste I can not remember at all.
As for Xiaopeng, Weima, zero running, etc., they occupy the ecological niche of other price ranges in the entire market, and if they want to break through the pricing range, they will return to the traditional brand promotion road, and their opponents are Buick, Volkswagen, Toyota, etc. At present, the high cost performance of low-priced products has higher requirements for the production efficiency, quality system, and cost accounting of car companies, and consumers also pay more attention to affordability and practicality. There are also some brands that I dare not comment on, for fear of being cancelled ID cards.
03
Edit the review
Roughly speaking, the new forces of car-making high-priced cars emerge in an endless stream, the price is more than one dare to open, in the traditional domestic car pricing reference system, nothing more than a sentence so expensive who buys? Replace a reference system, to the core level of science and technology as the standard, the three major pieces of fuel no longer exist, today's luxury brands no longer have an absolute position of strength, under the fair competition of everyone, domestic new energy products are in a leading position in almost all aspects. Don't be disapproving, take BMW's pure electric product iX as an example, the front grille that can repair scratches, leather tanned by olive leaves and environmentally friendly wood, what is the use of these things? Environmentalist political correctness? 4.6 seconds to break 10000km endurance? Domestic production is generally on par with 4 seconds, and now horsepower is not worth much, and 600+ battery life is also a routine operation. The highlight of the iX car networking system is the car WeChat? Autonomous Driving 2024 Push L4? It's almost 1 million and there is no lidar. Mercedes-Benz EQABCS is just replacing its own product line with electric vehicles, as for innovation? Spend 4,000 pieces of optional equipment to wake up, and then follow the music to do eye exercises?
In fact, at present, everyone has not yet a clear direction for the development of electric vehicles, the endurance power is bottlenecked, the smart cockpit in addition to the screen is not innovative for the time being, these problems are first reflected in the price, luxury brands why do you still sell so expensive? No matter what you rely on, now the domestic product is not worse than you, and it can be sold more expensive.
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