“Zhongtai Cloud 100 is scheduled to be listed in September. If production capacity can be guaranteed this year, it should be no problem for 5000 cars.†In an interview with reporters, Suzhou Jintai Automobile General Manager Su Jinhe was quite confident. “We tried some time ago. Internet sales sold 97 vehicles in 28 minutes."
For a traditional fuel car, sales of 5,000 units for three months are not worth mentioning. However, Su Jinhe said that the cloud 100 is a pure electric vehicle. If you can achieve the above sales, it is undoubtedly a successful attempt. The reason is "trying". On the one hand, from the sales data of domestic new energy vehicles in the first 7 months, the best sales and attention is supposed to be BYD's Qin, and Qin is a plug-in hybrid instead of pure. Compared with plug-in hybrids, electric vehicles have a higher degree of reliance on infrastructure such as charging piles. Therefore, they are not as good as plug-in hybrid vehicles in terms of attention and sales. According to statistics, since its launch in 2010, the sales volume of JAC's pure electric Yueyi iEV has only been more than 5,000 units, while the Roewe E50 has only been sold for more than 1,000 units in the two years since its launch.
The reason is that the survey data provided by Shanghai Minghua Youdao Consulting Co., Ltd. shows that, besides the practical problems that the purely electric and plug-in hybrid vehicles will face when the infrastructure is not in place, the high purchase price is an obstacle to the purchase of pure electric vehicles. The primary reason. Take the pure electric vehicle Roewe E50 as an example. After deducting the double subsidy from the State and Shanghai, the market price is 128,000 yuan, while the traditionally positioned fuel truck with the same position is priced at 60,000 yuan.
The other side of the evidence is that the market of pure electric vehicles with more than RMB 100,000 is difficult to shake, but the low-speed pure electric vehicle market below RMB 50,000 is flourishing. According to statistics, only in 2013, the low-speed electric vehicle market in China The sales volume will reach about 350,000 vehicles, but because it has not been approved by the relevant national policies, it cannot be included in the sales of new energy vehicles.
Therefore, in the eyes of people in the industry, traditional car companies must make breakthroughs in the field of new energy vehicles. How to better achieve the balance between technology and cost will become the key. "According to the double subsidy of the state and local, the final price of the cloud 100 can be as low as 50,000 yuan." Su Jinhe told reporters. This is mainly due to the fact that, with the exception of batteries, almost 80% of all components can be self-sufficient within the system, thus saving costs.
In Su Jinhe's view, unlike traditional car marketing, the 3rd and 4th tier cities and the urban-rural juncture are the areas with the most demand for new energy vehicles, rather than first-tier cities. Therefore, the ultimate outlet for new energy vehicles can only be "encircling the cities in rural areas."
This also indicates that the cloud 100 positioned at around 50,000 yuan is likely to grab the market with the low-speed electric vehicles mentioned in the previous article. "I don't target our target audience to any kind of crowd, nor does it exclude any kind of crowd." Su Jinhe gave an ambiguous answer. But in fact, he believes that about 50,000 yuan of pure electric and low-speed electric vehicles compared to a great advantage, the most important point is to achieve the nationally recognized "double 80" (the highest speed and cruising range, respectively, to achieve 80 KM) standard, can be licensed and receive subsidies.
In fact, not only is the Zotye represented by Su Jinhe, but with the gradual implementation of national and local subsidy policies for new energy vehicle markets, more and more brands are starting to push the “low-priced†electric vehicle market with prices below 100,000 yuan. By leveraging double subsidies, Jianghuai released the iEV4 in Shanghai at a price of just over 70,000 yuan. Prior to this, because it did not get local subsidies in Shanghai, iEV4 was launched in the Shanghai market at a final price of 99,800 yuan, followed by 7.48 again. The terminal price of RMB 10,000 was introduced in the Beijing market. According to the relevant person in charge of the new energy vehicle of Jianghuai Automobile, after listing on the Beijing market, the order quantity of iEV4 has already exceeded 100 units, while the sales volume in Shanghai has been low. In the eyes of these people, the main problem is the "sale price."
According to survey data provided by Shanghai Minghua Youdao Consulting Co., compared with the same level of fuel vehicles, if the “premium†of new energy vehicles exceeds 30%, only 7% of consumers can accept, and 2/3 of consumers The price of new energy vehicles that can be accepted is between 30,000 and 80,000 yuan. Therefore, if car companies can launch more new energy products in this section, it may permit the change of the current market structure of new energy vehicles to some extent.
Earlier, Jiang Gang, deputy general manager of Jianghuai Automobile Co., Ltd. in an interview with reporters, said Jianghuai's positioning is to do "the most cost-effective" new energy vehicles. For more and more car companies with a price of RMB 100,000 or less in the “low-cost car†market, Wang Chuanfu, president of BYD Auto Co., Ltd., believes that the addition of more models will help expand the market for new energy vehicles. To do the market, each car company has more room for development in this area.