If there are any bright spots in the current domestic car companies, in addition to the rapid development in the field of new energy, a number of new cars are rising and rising, which has also attracted the attention of many people.
The price of the ideal MEGA is 600,000, the price of the tank 700 is 700,000, the price of BYD is 1.09 million, the price of the M9 is 500,000, the price of a pickup truck of the Great Wall Shanhai Run is also sold to 270,000, and the price of Chery Xingtu Star Era has been increased to 350,000. VOYAH chases 260,000 yuan, Xpeng X9 is priced at 390,000 yuan, etc., these cases are countless.
If in the era of fuel vehicles, independent brands need to rely on cost-effective support, then in the era of new energy vehicles, including Volkswagen ID3. The contemporary models of joint venture car companies such as Buick E5 need to rely on cost performance to gain a firm foothold in the market.
The upward trend of independent brands is very obvious
The models of our own brands are inseparable from the advantages we have accumulated in the field of new energy vehicles.
In the era of fuel vehicles, foreign-funded car companies, especially General Motors, were able to be reborn quickly after the bankruptcy of the financial crisis in 08, and their role as a joint venture car company in China, SAIC-GM, was irreplaceable. On the other hand, BYD and MG, which are exported to overseas markets, have higher prices abroad than those in China.
In terms of product power in the era of new energy vehicles, whether it is in the three-electric system or in the intelligent network, except for Tesla, domestic manufacturers are not lost to any other competitors at all. As for the cost, the cost of its electric vehicles is also significantly lower than that of traditional car companies in Europe and the United States. Volkswagen ID3 The price in Europe is more than 2 times the price in China, which is a prime example.
In this case, the positioning of China's new energy models has become a matter of course. Chinese brand car companies also hope to not only obtain higher revenues by creating models with higher positioning, but also take the opportunity to drive the entire brand positioning upward, so as to obtain greater benefits.
Building a high-end brand doesn't happen overnight
On the one hand, the status of a luxury brand is not achieved through pricing. Behind this, the leading position of domestic brands in the three-electric system and intelligent network technology is an important factor, but at the same time, it is not easy to say whether independent high-end brands can be recognized by domestic consumers. After all, behind a higher brand positioning, it's not just technology, it's also history and culture.
On the other hand, foreign car companies have not slowed down the pace of progress. Although they started slower than us in the field of new energy vehicles, they are also catching up.
Among them, not only Volkswagen and Stellantis, the first and second car companies in Europe, have invested in new domestic forces, even in the field of intelligent driving, Mercedes-Benz is the first in the world to officially promote L3 autonomous driving on the road under certain restrictions.
Doing a solid job in national cars is the foundation
There are many benefits to doing a good job in a flagship model, but the importance of doing a good job in an entry-level model should not be overlooked. Looking at the world's top multinational car companies, many of them have a national car as their sales base.
The entry-level model is not unprofitable. Although the price of entry-level models is not high, it seems that the profit margin of a single vehicle is not high, but if a good preliminary planning and design can be carried out, not only can the so-called "small profits but quick turnover" obtain the same considerable profits in the later stage, but also in the gross profit margin of a single vehicle is also promising.
Compared with hundreds of thousands, or even millions of models, the test is actually how to deploy the most forward-looking technology and configuration. As long as a technological breakthrough is made, it can be carried regardless of the cost. For people who do product planning, this kind of model is easier to do.
For those models of 100,000 or tens of thousands, it is actually more difficult to put limited resources on the configurations that can best impress users, and then lead this model to achieve better sales results. To some extent, it is no less difficult to do a good job of an entry-level model than a good high-end model.
It is understandable to create several relatively high flagship models, which is not only a manifestation of their own technical strength, but also serves to serve their own brand upward and obtain a greater brand premium. However, for domestic brands, the importance of entry-level models cannot be overlooked.
In the final analysis, automobiles are an industry that requires scale and profits. Only a large enough volume can dilute the investment related to R&D and manufacturing in the early stage and achieve greater profits. However, if more focus is shifted to models and sub-brands with high profit margins but relatively limited sales, it will distract the company's focus. Therefore, making more Chinese people afford more cost-effective cars is far more significant than building million-dollar luxury cars.