More than 200,000 pure electric cars are collectively closed, why are you reluctant to buy them?

In 2023, although the penetration rate of new energy vehicles in China's auto market is close to 35%, the price range of models that have set a sales peak and increased the market share of new energy vehicles is concentrated below 200,000 yuan, and they are mainly pure electric and plug-in hybrid models of 5-80,000 yuan and 10-150,000 yuan. As for the more subdivided pure electric cars of more than 200,000 yuan, their sales are tepid.

Specifically, Tesla Model 3 is a very representative model in the 20-300,000 yuan pure electric car market, with monthly sales of about 22,000-30,000 units at its peak, and today's monthly sales are only 1.3-15,000 units.

The average monthly sales of the Han EV and the Han DM-i, the representative models of the 200,000-level new energy vehicles of their own brands, are only far less than the average monthly sales of 30,000 or even 40,000 units compared to the Seagull, Yuan PLUS, and Dolphin, and even the sales ratio when they were first launched is also far behind.

The performance of 200,000-level pure electric vehicles of old car companies has become like this, and the new forces of car manufacturing are naturally not much better.

Chery and Huawei jointly launched the Zhijie S7, after the listing of the official announcement that its large quantity has exceeded 10,000 units, but its delivery in December is only a few hundred units, and the gap with the large quantity is too large, which is due to insufficient production capacity, but more reason is that consumers hesitate when making the final decision.

Not only the Zhijie S7, but also the sales of the Star Era ES on the same platform as it are not good. Sales in December 2023 are only 740 units. Immediately after that, in January, Chery saw that the situation of the Star Era ES in the market was not right, and immediately launched the Guochao version of the model, reducing the price to 198,800 yuan. I want to stimulate sales by lowering the price, and as for the results, we will see in February.

So the question is, why can't you buy a 200,000-yuan pure electric car? What is the problem? Let's talk about it next.

The 200,000-level pure electric vehicle market is too crowded. Not only Tesla, BYD, Huawei and Chery are vigorously launching 200,000-level medium and large pure electric vehicles. In addition to them, there are also Changan AVATR 12, ZEEKR 007, and the upcoming Xiaomi SU7, all of which are powerful opponents, intensifying the involution of the market segment. The market is only so big, and if there are more people who share the cake, the number of natural shares will decrease.

More importantly, with the entry of traditional car companies, they have further lowered the purchase threshold of medium and large pure electric cars. For example, the Galaxy E8, which is more than 5 meters long and has a wheelbase of 2925mm, is the size of a typical medium and large sedan, but its starting price is only 175,800 yuan. Consumers buy a car, the first consideration of the brand, the second consideration of the price, such as the Galaxy E8 belongs to the two of the players, their appearance makes the life of more than 200,000 yuan of pure electric cars more difficult.

The influence of gasoline vehicles is still there. To tell the truth, like Tesla Model 3, AVATR 12, ZEEKR 007, and Star Era ES, their product power is indeed not bad, and the corresponding price is not cheap. In particular, their mid-to-high-spec models have been able to buy Mercedes-Benz C-Class, Audi A4L, and BMW 3 Series.

Compared with the 200,000-yuan pure electric medium-sized car, the medium-sized cars under Mercedes-Benz, BMW, and Audi have their unique advantages in handling, comfort and brand effect. Especially for the first car of the family or the first car of the young people, they will be more inclined to fuel vehicles of the same level and price.

All in all, the sluggish sales of 200,000 yuan pure electric cars are not because their product power is not strong enough, but because the purchasing power of Chinese consumers is limited. (Text/Youshi Auto forward)

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