However, unlike many brands' limited-time preferential promotions and three-month guaranteed prices, Chery New Energy did not play a virtual role, and directly raised the banner of price reduction, announcing that from 0: 00 on March 27th, Chery QQ ice cream, Chery Little Ant and Chery Unbounded Pro under Chery New Energy were officially adjusted back to the official guidance price, with the highest adjustment range of 9,000 yuan, becoming the first official brand of pure electric vehicles. It has become the focus of the industry for a time. Some people even worry that the price reduction of "unprofitable" pure electric vehicles will affect the quality. With doubts, Agui looked at the car and walked into Chery New Energy Store to find out how much price reduction space Chery New Energy has.
As we all know, although the new energy vehicle market is hot, most brands are at a loss, which can also be seen from the financial statements of Wei Xiaoli, the leading brand of new forces. Take the past year of 2022 as an example. The annual net losses of Weilai and Tucki reached 654.38+0.44 billion yuan and 965.438+0.4 billion yuan respectively, and the ideal cost control also reached 2.03 billion yuan. The total loss of the three car companies in 2022 reached 25.5 billion yuan, an increase of nearly 654.38+0 compared with 2026.5438+0. In the market segment of pure electric vehicles, it has been in a state of meager profit or unprofitable. But in the face of such an unprofitable market segment, why does Chery New Energy uncharacteristically raise the banner of price reduction?
Investigate its reason, first of all, thanks to the global raw material price correction. This year, the price of battery-grade lithium carbonate has dropped from the highest of 600,000/ton last year to the current 275,000/ton. In terms of futures, the April contract of Wuxi lithium carbonate has fallen below 200,000 yuan/ton. More importantly, the price of batteries is directly related to the price of pure trams and the gross profit margin of car-making enterprises. I remember that Li Bin, CEO of Weilai, said last year that every change of lithium carbonate price of 6,543,800 yuan would affect the gross profit margin of Weilai Automobile by about two points. An Conghui, CEO of Krypton Space, gave more specific figures. He said that every change in battery price 1 10,000 yuan will have an impact on krypton of 575 yuan and gross profit of 0.2%. It can be seen that the price adjustment of the three major models of Chery New Energy mainly benefits from the reduction of battery cost.
However, as the first pure electric vehicle brand to reduce the price after the price adjustment of battery-grade lithium carbonate, the official price reduction of Chery New Energy lies not only in the adjustment of raw material prices, but also in the improvement of cost control and supply chain management capabilities (mainly due to the purchasing advantage of Chery Group and Chery's 25-year experience in passenger car building and R&D), which makes the production cost of the whole vehicle decrease simultaneously, which also makes the efforts of QQ Ice Cream, Chery Ant and Chery Unbounded Pro considerable. Among them, QQ ice cream with a price of 39,900-49,900 yuan was officially reduced by 4,000 yuan; Chery ant with a price of 69,999 yuan-10.3 million yuan will be reduced by 5,000 yuan-9,000 yuan; The price of Chery Unbounded Pro with a price of 89,900 yuan-6.5438+0.10.59 million yuan is adjusted back to 5,000 yuan. Take 39,900 QQ ice cream as an example, its price is reduced by 4,000 yuan, which is more than 10%, and the entry-level price reaches 35,900 yuan, which is quite impressive for a car with 30,000 to 40,000 yuan. To a certain extent, this also reflects the extent to which Chery New Energy dotes on users.
In addition, the official decline of Chery's new energy is also a reflection of actively responding to the national call of "expanding domestic demand strategy, restoring and expanding consumption" and helping to drive the economic "carriage" to move forward steadily. From objective to macro, from external causes to internal causes and then to the national economic level, Chery New Energy has a responsible, responsible and structured corporate image.
It is no exaggeration to say that it is not so much a limited-time discount and limited-time insurance, but rather a direct official quotation that is sincere and direct, not to mention one step at a time, which is really beneficial to consumers.
The strength is full, and the price reduction does not degrade the quality and the value war begins. Of course, for consumers, in addition to affordable prices, they also pay more attention to the quality and service of cars and the technical strength of the car companies behind them. After all, the car is a big product no matter how cheap it is, and it will take several years. Chery new energy is the conscience of the industry in terms of intelligence, safety, service and value that young people pay attention to.
First of all, in terms of intelligence that young people like, we take unbounded Pro, which is called "smart little monster", as an example. It is equipped with super-basic hardware such as super-computing power 6 155 chip, 8G running memory, 33G storage memory,1/intelligent sensor, etc. It not only supports various functions and applications, but also can run smoothly and efficiently at the same time. Plus 540 panoramic images, FCW frontal collision warning, etc. 10 driving assistance ... not to mention that compared with cars of the same class, it is not inferior to cars of class 200,000, which also makes its title of "smart little monster" more worthy of the name.
Even the QQ ice cream of 30,000 to 40,000 yuan can be called the intelligent benchmark of the same level in terms of intelligent performance. Take this as an example. Compared with Wuling Hong Guang Mini EV of the same level, it not only has many functions such as remote control switch, low beam switch, air conditioning control, car search and so on, but also has auxiliary configuration such as reversing image and reversing radar. More importantly, the price of Chery QQ ice cream sundae with the same battery life 170km is 3900 yuan cheaper than that enjoyed by Macaron, and the cost-performance advantage is clear at a glance.
In terms of safety, Chery New Energy is also the conscience of the industry. Take QQ ice cream as an example. Not to mention the design of the energy-absorbing box and titanium alloy door frame of the front impact beam, which has many advantages compared with the 57% high-strength steel used by Wuling Hong Guang Mini EV, that is, the body frame is welded with 100% high-strength steel and the closed cage body structure is adopted. This is reflected in the 6-meter vertical drop test of two cars in 2022. No matter whether the front or side is damaged or deformed, you can find QQ ice cream's pursuit of safety.
Chery Ant and Chery Unbounded Pro, which were born based on the green intelligent modular technology @LIFE platform, have become the benchmark for the safety of pure electric vehicles at the same level. It adopts the world's first all-aluminum frame and has the unique multi-cavity cross-sectional structure of falcon bone. The weight is reduced by 30%, the stiffness is increased by 20%, the material utilization rate is 96%, and the aluminum matrix can be recycled 100%, which truly achieves low energy consumption, recycling and environmental protection. The safety advantage of this all-aluminum car body is vividly reflected in the Archimedes test of the ultimate compressive challenge of Chery ant "aluminum cabin" (see the report of "masochist" hammer for details, Chery ant is in full bloom and will challenge 30 tons of tanks in the future).
But it's not over yet. Chery Ant will continue to challenge the heavyweight challenge of "capping 30 tons of tanks". This series of Sao operations is enough to prove Chery New Energy's confidence and determination to build a global high-quality pure electric vehicle safety benchmark, and also break the inherent impression that everyone is "unsafe".
At the same time, in terms of service, Chery New Energy promised the lifetime warranty policy of Sandian as early as 20 19, and took the lead in launching the lifetime warranty policy of the whole vehicle in 2020. As the first new energy automobile brand in the world to release the lifetime warranty of complete vehicle and Sandian, Chery New Energy provides the lifetime warranty of complete vehicle and Sandian for every user, and actively creates a 50-kilometer 30-minute service circle to make customers travel more convenient, safer and more worry-free.
Take QQ ice cream as an example, its lifetime warranty of the whole vehicle plus the lifetime warranty of the three-year warranty of the whole vehicle of Wuling Hong Guang Mini EV or the lifetime warranty of 65,438+10,000 kilometers plus the lifetime warranty of the three-year warranty of the whole vehicle is more worry-free and more secure.
It is the strong brand technology and the product quality of the same level benchmark, coupled with the initial intention of taking users as the center, that makes Chery New Energy recognized by 600,000 users in just a few years and become a pivotal part of the pure electric vehicle market. It is precisely because of this initial intention that Chery New Energy does not need time-limited promotion and time-limited insurance, but takes the most direct knocking on the table and does not play virtual behavior. It is not only a manifestation of creating a better car life and experience for users, but also a powerful measure to help boost consumer confidence and respond to the call of the country to "expand the strategic recovery of domestic demand and expand consumption".
Of course, the model price has dropped, but the product quality has not dropped. Chery New Energy allows consumers to easily enjoy more high-quality travel products at lower prices. This sincere price and product strength have created a boutique pure electric vehicle with the best cost performance at the same level for users. We have reason to believe that Chery New Energy will seize the opportunity in the next pure electric vehicle market competition, achieve better sales performance and gain more users' recognition!
Gui Kanche, the proud author of this article, owns the copyright. Please contact the author in any form. The content only represents the author's point of view and has nothing to do with the car reform.