In the era of fuel vehicles, BBA is an undisputed first-line luxury car, after all, whether in terms of sales or brand influence, Mercedes-Benz, BMW, Audi are like three mountains, and there is a gap with other car companies. Even if the price is more expensive, it does not prevent everyone from being as popular as ever, because opening a BBA is indeed more face-saving.
However, the days of the automobile market are changing too fast, and in today's hot new energy era, BBA, which once dominated the fuel vehicle market, is no longer viable. Especially in terms of product strength, many independent new energy vehicle companies and new forces of car manufacturing launched electric vehicles, not only the design is very avant-garde, but also more competitive in terms of configuration, intelligence, price, etc., resulting in BBA's electric vehicles are featureless, product power lags behind significantly, and even been crowned as "miscellaneous electric vehicles".
Take the BMW i3 as an example, this electric car with a price of 353,900 has been criticized by many as soon as it was launched. First of all, BMW i3 is a "oil to electricity" model, simply put, it is a Chinese special car that has been forced to transform, and it is destined to be controversial. You think about it, technically speaking, BMW i3 is to remove the engine, gearbox on the fuel vehicle BMW 3 series, replace it with a module battery, motor, and turn into an electric vehicle, obviously no pure electric platform to create an electric car is better.
Moreover, as a pure electric, the BMW i3 is equipped with a drive motor with a maximum output of 210kW and a peak torque of 400N·m, matched with a 70kWh high-nickel ternary lithium battery pack, and the cruising range under CLTC standards is 526 kilometers. This endurance will be directly killed in the same level of products, such as Model 3 four-wheel drive high-performance version, the price is only 331,900, cheaper than the BMW i3, but the endurance of the Model 3 reaches 675km, more than a hundred more than the BMW i3. Needless to say, BYD Han EV has two endurance versions, 610km and 715km, and the price of the whole series is lower than that of BMW i3, and there is not much advantage in terms of endurance that consumers pay attention to.
From the consumer's point of view, the budget of 300,000 yuan will definitely not choose an "oil to electricity" product, even if it comes from BMW, so the monthly sales of BMW i3 were once as low as three figures. It is hard to imagine that sales of such a much-criticized electric car have risen rapidly in recent months, and according to the sales data released by the Passenger Association, i3 sales in May actually reached 3458 units. In March and April, BMW i3 sales also exceeded 3,000 units, compared with the time when it was only sold in three figures, the progress of BMW i3 is obvious.
So the question is, under the impact of so many electric vehicles, why will the BMW i3 that has not been updated make great progress in sales? The answer is "there is no car that cannot be sold, only a price that is not low enough!" "As an electric car priced at more than 350,000 yuan, the BMW i3 now gives very strong discounts in the end market. According to the data provided by the owner's home, the price reduction of BMW i3 in some cities has exceeded 120,000 yuan, and the price of the entry-level model has directly dropped to 230,000 yuan, and the reduction rate in many cities across the country is also around 100,000 yuan.
There is no doubt that the BMW i3 after the price reduction has greatly improved its cost performance. In contrast, the price range of Toyota Camry is 17.98-269,800 yuan, while the BMW i3, which is a luxury electric vehicle, is still in the middle of Camry in price. In other words, the BMW i3, which once sold for more than 300,000 yuan, can now be bought with the budget of an ordinary joint venture B-class car, and the attractiveness can be imagined. In addition, the BMW i3 itself is not useless, compared with the new forces of car manufacturing, BMW for the car's handling, suspension tuning is much better, mechanical quality is better, so spend less than 250,000 to buy the "blue sky and white clouds" logo, how can it not be fragrant?
Write at the end
As we all know, the "war" of new energy vehicles has begun, and major car companies are thinking of taking the lead in this track. For traditional luxury cars such as BMW, they are not only inferior to the new forces in terms of intelligence, but also weaker than many electric vehicles in design, endurance and configuration, so they can only survive by reducing prices. But this is obviously not enough, if you can't improve the product power, then the price reduction may be difficult to save in the future.
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