NIO has released its first sedan model ET7. As an electric sedan of its own brand, NIO ET7 (parameters | picture) is priced at 448,000-526,000 yuan. This price is also It can be regarded as breaking through the ceiling of family cars sold by independent brands.

But what’s strange is that there don’t seem to be many voices saying that Weilai ET7 is overpriced. This is completely different from the treatment received by other domestic brands. Before this, the starting price was 309,800. The Hongqi H9 with a starting price of 219,800 yuan has been complained about for its high price. BYD Han, which has a starting price of 219,800 yuan, has also been criticized for its high price. Even the Lynk & Co 03, which has a starting price of only 113,800 yuan, is considered not cheap by some consumers. Why is it so expensive? Why is the NIO ET7 with a starting price of 448,000 yuan no longer called "expensive"?

First of all, of course, it depends on the product strength of the vehicle itself. The NIO ET7 is a vehicle with a length of up to It is a medium and large car with a length of 5098mm, a wheelbase of 3060mm, and a vehicle width of 1987mm. To be honest, in terms of body size alone, the ET7 is very close to the BMW 5 Series long wheelbase version, and in terms of body width ET7 also has great advantages, so it is understandable that its starting price is similar to the starting price of the BMW 5 Series after subsidies.

Of course, comparing only the body size at any time is "rogue", otherwise domestic cars will not be sold so cheaply. Let’s take a look at the other highlights of Weilai ET7. The first is the battery, 70kw and 100kw batteries. This does not surprise us. After all, NIO has already provided the 100kw battery to other models before. The second is the hardware configuration. This time, the entire NIO ET7 series comes standard with the NIO

Aquila super-sensing system. There are a total of 33 sensors in this system, and the most noteworthy one is of course the laser. Radar, which is still a rare configuration in current civilian cars. Considering the already high cost of lidar itself, Weilai can be regarded as "making a big investment" in driving assistance this time.

As for the appearance and interior of the vehicle, we actually don’t want to say anything more this time, because now we have been “spoiled” by major domestic manufacturers in this regard. Price, first of all, is actually Weilai’s confidence in its own “appearance”. The streamlined body, fast-back rear end, and family-style interior design are far less intuitive than looking at pictures or actual cars. Even though appearance is a matter of opinion, most people see it when they see it. When NIO came to ET7, I still had to say, "This car is very good-looking."

Okay, we have introduced the vehicle itself here. Now let’s return to the question. That is why ET7 has been sold for 500,000, but many people still don’t think it is expensive?

We have just seen the product strength, and it is indeed good. It is no wonder that a certain boss of Weilai dared to say on its internal APP that it is benchmarked against the 7 Series. From a certain perspective, ET7 can be The benchmark 7 Series is even better than the 7 Series.

And another promotional point of NIO ET7 is the 150kw battery that will be equipped in the future. After being equipped with this battery, NIO ET7's cruising range will be more than 1,000 kilometers. This is of course a very remarkable point. After all, the current pain point of electric vehicles is battery life. However, ET7 does not currently have a 150kw battery option, but it will not be mass-produced and installed until the end of 2022. One thing to note is that it is only January 2021, which means that it will be close to 2 years before ET7 will have a 150kw battery. It’s not that we haven’t seen this kind of thing where Yin eats Mao Liang. A long time ago, Xiaomi has been doing the “selling futures” thing of releasing it first and then mass-producing it a few months later. Xiaomi has also gained a reputation in the technology world because of this. The "reputation" of "playing monkeys", and a similar scene came to the automotive industry, and immediately became an "innovation" touted by all kinds of people.

If you say a sentence and no one believes it, it is a lie. If someone believes it, it is the truth. The statement that ET7 can compete with BMW7 may be regarded as a joke in the eyes of ordinary people, but in the hearts of NIO fans, this sentence is the truth, so NIO has set the entry price of ET7 at 448,000 yuan. , in the eyes of Weilai fans, this price is not too high, but too low.

Of course, pricing is always just a business behavior. As long as your product can be sold, you are free to set the price no matter how high it is. And for consumers, buying a car has always been out of their own pocket. wallet, as long as you think it’s worth it, then there’s no problem with the pricing.

So if a domestic electric car is really sold for 500,000 yuan, we will not demand a price reduction, but at the same time we will not bless it. After all, from the perspective of consumers, we have never Everyone hopes to buy better products at cheaper prices. The only thing we hope is that the next time some fans gather together during a special period, they can wear masks properly.