On one side is the crazy withdrawal of the Feifan store, and on the other side is the Feifan F7 crazy roll

In Shanghai, there are smart tram suppliers belonging to cattle, such as Tesla. SAIC also has pure electric vehicles with running volume, such as the Hongguang MINI EV. However, the former will only increase the pressure on SAIC, and the latter will not bring face even if it runs into the sky.

Later, with Zhiji, at best, he was considered the godson of SAIC. Only Feifan is SAIC's blood relative. From the early years of Roewe's pure electric series, to the R car that rose up, and now to the Feifan car that hopes to change its name and life. SAIC Motor is also doing its best to gain a place for its own pure electric brand.

The R7 is the first all-electric SUV after the name change of the SkyFan brand. In the year since its launch in February last year, monthly sales have reached three figures. Feifan R7 volume but BYD Tang, Tesla Model Y, R7 become Feifan's abandoned son, it is probably a matter of time.

But the road is still extending, SAIC's electrification process is still continuing, and the Feifan brand cannot fall, but time is really running out.

On March 27, the SkyFan F7 was officially launched. On the night of the price announcement, the real-time traffic of the official app soared to 6.6W compared with the past.

Could it be that the desperate Skyfan F7 has brought a ray of light to SAIC's new energy strategy?

Product blurring

Because of SAIC's endorsement, the Feifan F7 is a big factory that is like a fake package.

In June 2022, SAIC Motor announced SAIC Nebula, one of the three major vehicle technology bases. It has become the exclusive main platform for SAIC Motor to fully realize electrification.

The SkyFan F7 was born out of this. It stands to reason that the product introduction about new cars is very content. However, throughout the entire press conference, the Skyfan F7 closely revolved around "luxury + comfort", with almost no mention of power and handling, and finally gave a starting price of 209,900, which easily detonated the audience.

Why did the SkyFan F7 do this? Of course there is a reason.

In Feifan's view, the previous R7 fold was caused by the three deadly sins of low brand awareness, inaccurate product positioning, and ineffective channels.

Channel construction is a matter of time + money, product positioning is essentially a matter of pricing, and brand awareness can be in accordance with the set skills to achieve the effect of overnight knowledge?

The launch of the SkyFan F7 adopts a first-and-then upward approach.

You know, the pre-sale price range of the new car has been announced before is 280,000 yuan to 350,000 yuan. The confirmed price of the listing is 229,900 yuan to 301,900 yuan, which is about 50,000 yuan lower than the pre-sale price, which is already rare in itself. If the user chooses the vehicle-electrical separation mode to purchase the car, the purchase threshold of the Feifan F7 can be further reduced to 145,900 yuan.

The purpose of the Feifan F7 has been achieved, with a starting price of 200,000 yuan, or even 140,000 yuan, successfully draining the flow, using a high price of 300,000 yuan to indicate the identity of medium and large pure electric luxury cars, and the two versions of the middle 250,000 yuan are the main models promoted by the Feifan F7 in the terminal market, and the profit has also been preserved.

However, whether it can go or not is largely the product of the organic combination of price, product and brand.

Since Feifan can't talk about brand bonus for the time being, assuming that under the premise that the price is in place, the product becomes the focus of attention.

Unfortunately, the value of the SkyFan F7's product is like a mystery. The so-called "mystery" means that it cannot be accurately located as good or bad.

For example, in order to achieve the so-called advanced dynamics of the Mercedes-Benz S-Class, the SkyFan F7 is equipped with Tenneco MTV CL series spring shock absorbers, Bosch BD-EPS steering system, German Vibrack hydraulic bushings, Brembo four-piston front calipers and Michelin PS EV series high-performance tires.

These parts, taken out separately, the nose is the nose, the eyes are the eyes, but whether they can form a beautiful face when put together, it is really difficult to say.

I remember that when the extreme fox Alpha T was launched and promoted, it also listed a number of international "big-name" suppliers such as Siemens, Magna, and SK Battery Group of South Korea. Evergrande Auto even includes global resources. Today, Alfa T is still the bitter owner of the market, and Evergrande needs 29 billion to fill the hole.

Supply chain globalization, and global supply chain integration in one car are two concepts, behind the high-end parts brand is the concept of assembly and car manufacturing, derived from SAIC's Feifan actually has the ability not to make such a rough choice.

The Skyfan F7 still has a selling point. The "Skyvanbach cockpit" is the biggest selling point of the new car.

CEO Wu Bing said that the "SkyBacher Cockpit" is equipped with the RISING OS system born for the smart ecology, which can realize multiple functions such as nap mode with white noise to help sleep, in-car game entertainment and so on, to meet the common needs of users for rest and entertainment in the car. At the same time, it provides a 43-inch wide-format true-color triple screen in the front row and an 8-inch entertainment audio and video screen in the rear, which creates a unique two-way dual-zone independent theater in its class.

That's right, the so-called "Feifenbacher cockpit", Wu Bing especially emphasized its function of large sofa + large TV. To be honest, just this point, compared to Huawei's Yu Chengdong talking about the HarmonyOS 3 intelligent cockpit system, it is not a star and a half. Even if you talk about a big sofa + a big TV, can Wu Bing talk about Li Xiang?

Therefore, if I have to give a final word to the product of the Skyfan F7, it is that it is not bad at all, but it is not outstanding at all.

Just like a painting, there is no white space in the brilliant color, no highlights, which will make people quickly lose patience for appreciation.

The market is uncertain

It should be admitted that the interpretation of the product has a certain personalized character. But based on facts, it is easy to reach a consensus on the market prospects of the SkyFan F7.

Let's start with the most tempting 145,900 yuan.

Because of the intervention of the battery leasing model, the price of the naked car of the Skyfan F7 Advanced version has really been realized, and it can be driven away for the money of an A-class fuel car.

The SkyFan battery rental model basically follows NIO's mode of operation. Even Feifan has plans to move towards the power exchange mode, and three exchange stations have been built in Shanghai. Shenzhen, Hangzhou and other cities are still under construction, and the progress is difficult to say.

Therefore, it is natural for users to compare the power exchange policies of Feifan and NIO. Obviously, Feifan took a harsher attitude.

Taking the 77-degree version as an example, although the monthly rent of the first 12 phases is 729 yuan, it has been restored to the original price of 1260 yuan since the 13th period, and the battery rent of 15120 yuan a year for the Feifan F7 is higher than the fuel cost. The monthly rent of NIO's 75-degree battery is 980 yuan, plus 80 yuan service fee, which is 1060 yuan.

It is worth mentioning that although the number of replacement stations is small, Feifan wants to use this as a product bonus, so there is a strange policy.

The Skyfan F7 has already locked in the form of refueling when buying the car. That is, only if you choose the battery rental mode when buying a car, you can use the battery replacement service; If you buy a complete vehicle with a battery, you cannot change the battery.

Basically, Feifan's battery leasing model is not to benefit users, and power replacement and energy replenishment are still only at the level of advertising rhetoric.

Let's look at the big selling point of the "Fevanbach cockpit".

In fact, the matching seat upgrade package and atmosphere upgrade package are actually available as an option. The rising pilot fully integrated high-end intelligent driving system software package, worth 30,000 yuan in the limited-time rights, can only be used by medium and high-end models.

30,000 yuan against the starting price of 200,000 yuan, which is already a lot. But it is not enough, it must be a high-priced package with a high-end model. Users who are really willing to spend this money, why not move next door and take a look at the Zhiji L7, which is positioned at a significantly higher level?

In fact, the twisted product marketing policy of the Feifan F7 is still the thinking of big manufacturers. The big manufacturers may make the products of the Skyfan F7 tend to be balanced, and the big manufacturers also make the Skyfan F7 less sincere and frank when it really faces users.

Take a look at the Zerorun C01, the same pure electric intelligent medium and large car positioning, directly from 149,800, or the price of vehicle electricity together. It is true that Zero Run is not a big factory, but Feifan and Zero Run are in the same situation, they are both on the edge of the cliff, and there is no way back.

Write at the end

One thing is for sure, the Skyfan F7 definitely sells better than the Skyfan R7. After all, the direction of the price will inevitably lead to clear traffic.

But if you hope that F7 will ride a savior, at least for now, it will be a little difficult. Even if we ignore the many shortcomings of the Feifan F7 on product creation and market strategy, the launch period of the new car coincides with the frozen period when the market is holding coins.

After all, the price reduction tide in March has made many prospective users' money bags tighter.

At this time, it is a critical period to test the operation ability of the SkyFan's channel. However, there has been no stimulation of traffic products, and Feifan's channels are also scarred.

There is a lot more to do for F7.