In the range of 50,000-80,000 yuan, electric vehicles have become the absolute main force, and they are the places where many car companies must compete. With the goal of "exchanging price for volume" to explore the market segment, the "cheese" in the mouth has not tasted enough, but it has been taught a good lesson by "fate".
Following the Euler white cat and black cat, another A00-class new energy model stopped receiving orders.
A few days ago, Changan New Energy officially issued an announcement that due to the shortage of upstream raw materials and the limitation of vehicle and parts production capacity, the delivery cycle of the E-Star national version model of Ben Ben is long, so the order collection of the Ben Ben E-Star national version model will be suspended from 00:00 on the 25th of this month. It also said that it will go all out to coordinate production resources to meet the scheduling plan of existing orders and ensure that the users who have booked cars can pick up the cars as soon as possible.
The rally is loud, how the market is performing
In the A00 new energy model, its battery cost accounts for more than 40%, and after the soaring price of raw materials, the profit will be further reduced.
It is reported that the Ben E-Star National Edition, which stopped receiving orders, has a total of 5 models, with a price range of 29,800-53,800 yuan, and the higher-priced Qingxin version (69,800 yuan) and the appreciative version (74,800 yuan) are retained.
From the perspective of sales, the monthly sales of the entire Changan E-Star series were 10,707 vehicles, accounting for 71.13% of the sales volume of New Energy Vehicles in Changan in the same period; in the first quarter of this year, this data was 26172 units and 85.76% respectively. The data is good, but in the context of "lack of core and less electricity", price increases, disguised price increases or stop taking orders have become the common fate of A00 cars.
For example, Euler good cats and white cats, due to insufficient production capacity, it is difficult to meet strong customer demand, so under the pressure of cost, they stop taking orders to avoid losses. On April 1, Changan New Energy raised the price of its model Ben Ben E-Star National Edition colorful model by 4,000 yuan. Previously, Hongguang MINI EV, Chery Ant, QQ Ice Cream and other models have announced price increases.
Nevertheless, looking at the entire new energy vehicle market, the sales performance is relatively OK. According to the data of the Association of Automobile Associations, the cumulative sales volume in March this year was 445,000 vehicles, an increase of 137.6% year-on-year, and the sales of A00-class new energy vehicles in March still accounted for 32% of the domestic pure electricity market, which is also the largest market segment. Cumulative sales in the first quarter of this year were 1.07 million units, an increase of 146.6% year-on-year.
Since the existence of the A00-level market, small size, low price and cost performance are a large part of the reasons why the A00-level electric vehicle market is in full swing, but the quality of micro-electric vehicle products is uneven, in the logic of "one penny and one goods", consumers really care about: Is A00 safe?
If "soaring raw material prices" is just "fate", then in the future, car companies infected with this market segment will usher in a "filter". Because the "Special Evaluation Regulations for Micro Electric Vehicles" (hereinafter referred to as the "Regulations"), it will be officially implemented on July 1.
Will the implementation of the "Regulations" "crack down on one piece"
It is reported that the regulations are applicable to pure electric passenger cars with a body of less than 4 meters, mainly including collision safety, use safety and endurance charging.
Among them, crash safety mainly evaluates the protective effect of the vehicle's body structure and restraint system (such as seats, seat belts, airbags/air curtains, etc.) for the personnel in the car in the process of collision accident, and the test content includes 3 items of positive/side collision and whipping test; the use of safety mainly evaluates the safety system during the user's daily use of the vehicle, including charging safety, braking performance, electromagnetic immunity, hydropower-related safety and human electromagnetic protection 5 items; charging mainly evaluates the pain point problems of electric vehicles. Including room temperature endurance, low temperature endurance, low temperature charging and charging compatibility 4 items.
Most of the miniature entry-level models on the market are not equipped with airbags, so a large proportion of mini vehicles will be filtered at the "crash safety" level.
However, it is worth noting that the Regulations are not mandatory standards, but are based on the principle of voluntary participation of car companies. However, it is not excluded that there are special agencies to buy cars in the market and publish the results of inspection and evaluation.
This also means that if the vehicle safety level test is not up to standard, some models may be "cool", but this may force car companies to strengthen research and development investment to improve the technical capabilities of products. On the other hand, the price of mini trams with low prices and low cost performance may further increase after improving the level of safety.
Auto network review: the soaring price of raw materials + the official implementation of the "regulations" in the future, the micro-electric vehicle market or will cool down, especially after the "regulations", it is inevitable that it will face a new round of price increases, for some high-selling and low-safety models may suffer heavy casualties.
The micro-electric vehicle market still has space and strong demand, and statistics in 2021 show that a total of 1.068 million new energy vehicles have been sold in the countryside, an increase of 169.2% year-on-year, which is about 10% higher than the overall growth rate of the new energy vehicle market that year.
Is it to select "Hanging Section"? Or raise the "level"? This is a problem that car companies that are involved in the micro-electric vehicle market will face.