Can the lowest selling price accelerate the domest

2022-08-20
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Can the low price drive the domestic new energy vehicle market to accelerate

recently, new forces of car making launched a compact SUV with a wheelbase of more than 2700mm. From scratch, the price of its pure electric new car before the subsidy is 166500-298800 yuan, and the price after the subsidy is 9900-216300 yuan. The pricing of new energy vehicles is so far lower than that of new energy vehicles at the same level, which immediately triggered a heated debate in the domestic new energy vehicle market. Price has always been an important factor affecting consumers' car purchase decisions, so some people claim that this car will change the playing method of the domestic new energy vehicle market, and low pricing will break the existing market pattern

is this really the case? As a pure electric compact SUV, its subsidized price as low as 99000 yuan is comparable to that of traditional fuel vehicles (for example, the price of the lowest equipped model of cs75 is 99800 yuan), and the price is really not high. As for the 298800 yuan given by the high-end model (operating range 460km), if the reference operating range is 320km and the price is 296800 yuan, Roewe erx5 high-end model does have price competitiveness

then someone said that this new force of car making is stirring up the domestic new energy vehicle market by 2020 without making money. Is this true? Here we take the model with the lowest configuration as an example. Its operating range is 300km. It is reported that the capacity of the power battery used is 48kwh. Temporarily calculated based on the power battery cost of about 1700 yuan/kwh in 2017, the total cost of the power battery is about 81600 yuan, accounting for 49% of the selling price of 166500 yuan (the subsidy is settled between the state and the vehicle enterprise, so the price for the calculation of the profit of the vehicle enterprise should be the price before the subsidy); There is room for 80500 yuan left. Since there is no need to consider the cost of engine and gearbox, it can be basically judged that this model will not lose money at least by referring to the above-mentioned price of cs75. For models with higher prices, for example, high configuration models, the cost of power batteries is about 119000 yuan, and the remaining space of 179800 yuan should have a certain profit space based on its existing configuration and intelligent level. Of course, each car company will have different new car raw material cost control indicators to achieve different profit goals; However, combined with the experience of new car development in which the author has participated, considering the sales proportion of different models, the pricing of 1665-298800 yuan does not mean that car companies have no money to earn, at least there is a small profit

under the condition that consumers care about the price, and the price of new energy vehicles is competitive and profitable, can car companies accelerate the domestic new energy vehicle market by reducing and densifying the tooth deformation? Wilson, a research institution, has given a set of interesting price volume curves. When the actual purchase price is about 49000 yuan lower than that of traditional fuel vehicles (new energy vehicles are directly licensed in Shanghai, and traditional fuel vehicles need to pay for license plates), the sales of new energy vehicles and traditional fuel vehicles are equivalent

this means that low price is not the only factor to accelerate the domestic new energy vehicle market. In fact, the current product experience of new energy vehicles is not friendly and leads to insufficient consumer trust in new energy vehicles, which is the prerequisite for the advancement of the domestic new energy vehicle market

taking the pure electric vehicle with a range of 300km under the above working conditions as an example, the actual range under urban working conditions should be less than this number. Considering the impact of lower temperature on the battery and the attenuation of battery performance, the actual range will shrink, which is the problem that all pure electric vehicles have to face as the target vehicles of many scientific researchers. Compared with traditional fuel vehicles with a refueling range of far more than 300km at the same price, it obviously has no advantage in convenience. Some people say that using electricity is cheaper than using fuel, but if we continue to consider the replacement cost of batteries and the depreciation rate of used cars, it will not be more cost-effective to buy similar new energy vehicles than traditional fuel vehicles

obviously, improving the product experience of new energy vehicles is the top priority. It is worth noting that, in addition to increasing the battery range at the cost of increasing the power battery capacity and cost, optimizing the experience of driving control, NVH, human-computer interaction and other products also requires huge hidden costs. Open the door to do business, car companies have no reason to lose money. At present, the resources used in power batteries are scarce, the energy density of power batteries needs to be improved, and the value chain of new energy industry is not perfect; On the premise that the industry has no scale and quantity, if we simply pursue low prices, few car companies have the ability to bring new energy vehicles with superior product experience and enhance consumers' trust

comments: the new energy industry needs to encourage innovation and look forward to good and cheap new energy vehicles; However, innovation that violates the law of industrial development is actually not conducive to the benign development of the domestic new energy vehicle industry

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