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With the rapid development of the domestic new energy vehicle market, the independent brands that made efforts in this market segment earlier have successively taken advantage of this new track and first-mover advantage to explore the road to brand improvement. At the same time, the prices of some products of independent brands have also continued to break through, entering the hinterland of mainstream joint venture brands and even entering the top range of luxury cars.
On December 26, AITO Automobile's Wenjie brand released the Wenjie M9, with a starting price of 46980,000 yuan, and the price of the top model has reached 56980,000 yuan. This price range is the hinterland of luxury brands such as Mercedes-Benz, BMW and Audi.
The price of the M9 after its launch is indeed beyond the imagination of the editorial department of Che Ze. Interestingly, after the release of the M9**, the share price of Celis Auto, the parent company of AITO Automobile, has fallen by more than 5% for two consecutive days.
In addition to the Wenjie M9, NIO officially released its executive flagship sedan, the NIO ET9, during the 2023 NIO Day event, with a pre-sale of 800,000 yuan. Li Bin, founder and chairman of NIO, said in an exclusive interview with **: "The number of bookings for NIO ET9 is currently higher than expected. ”
Pushing the timeline forward, in October this year, Geely Automobile's high-end new energy brand released the ZEEKR 001FR, which is priced at 76From 90,000 yuan;In September this year, BYD Group's high-end new energy brand Yangwang launched its first model, Yangwang U8, which is priced at 10980,000 yuan.
Judging from the prices of these models, the pricing of some products under the independent brand has indeed broken through the previous shackles. The pricing not only reaches the price range of luxury brand products, but also some products even enter the price threshold of ultra-luxury brand products, which also breaks the inherent impression of domestic consumers on the long-term low price and cost-effective route of independent brands. In this regard, some netizens joked that if they don't work hard, they can't even afford domestic cars, so they can only drive Mercedes-Benz, BMW and Audi.
So, why do independent brands dare to set the price of some of their products so high?Che believes that independent brands have gradually established a certain degree of advantage in the new track of new energy, and even new energy vehicle products have mastered a certain pricing power. This also makes independent brands become confident in the era of new energy vehicles.
Li Xiang, the founder of Li Auto, once posted on social platforms: "This week, we only used three SUVs, which exceeded the sales of all SUV products of any brand of Mercedes-Benz, BMW and Audi in the Chinese market combined;."With the delivery of the all-electric model and the ideal L6 next year, we are confident that we will surpass Mercedes-Benz, BMW and Audi in total sales in 2024Even if you focus on the market segment of high-end home users, you can make a very large scale. ”
It is foreseeable that in the era of new energy vehicles, independent brands will continue to break through, and it is very promising to narrow the gap with luxury brands such as Mercedes-Benz, BMW and Audi.