It is reported that Sky ME7 is positioned as a luxury intelligent electric SUV. Before the subsidy, the original pre-sale price was 366,800 yuan, and it is expected to be officially delivered in the first quarter of 2020.
Friends who know about the development of Sky Car may know that its predecessor is an electric coffee car. Before Sky ME7, a mini electric car, electric coffee EV 10, was introduced, but this car did not achieve good sales results. According to the data of the Federation, the cumulative sales volume of electric coffee EV 10 in 20 18 was 3,965,438+08, and the car was out of sale in 20 19, which also means that Skycar is fully operating high-end brands to prepare for the listing and delivery of Skycar ME7.
Regarding the positioning of e-coffee and Skycar, Zhang Hailiang once said in an interview: "? We thought about it from the beginning. In the future, there may be two brands, one high and one low, covering different target markets and meeting the needs of different groups of people. Therefore, covering different market needs with two brands is also our completely clear market strategy. "
In contrast, electric coffee EV 10 is more inclined to travel markets such as time-sharing or * * * car appreciation. The attribute of this car is a means of transportation; The skyline ME7 is more inclined to the private market. When the development of pure electric vehicles tends to be mature, compact products are the mainstream of the private market.
Perhaps, in Zhang Hailiang's eyes, the electric coffee EV 10 is just a tool for his team's trial and error; Skyline ME7 is the flagship product of their team, and it is also a touchstone to measure skyline cars.
In April this year, Zhejiang Electric Coffee Automobile Technology Co., Ltd. changed its name to Tianji Automobile Technology Group Co., Ltd. In my opinion, it is not a simple name change, but Zhang Hailiang wants to get rid of the low-end image left by electric coffee cars to consumers with the name Skycar. Of course, the new shareholder Shanghai Dianke Venture Capital Co., Ltd. joined in the form of capital, which is also one of the important reasons to help the electric coffee car change its name to Sky Car. In the capital winter of 20 19, Skycar can win the favor of capital, which further proves that it has many bright spots, and capital is still optimistic about the development of Skycar.
As the trump card of Sky ME7, which started the first shot in the domestic mid-to high-end market, its downline excited everyone in Sky. Electric coffee EV 10 can basically be regarded as a failure, and Skyline ME7 will be their chance to prove themselves.
Judging from the pricing of Sky ME7, it is aimed at the pure electric vehicle range of 300,000-400,000 yuan. At present, there are fewer domestic pure electric SUVs in this price range, only GAC New Energy Aion? LX and HYCAN from Guangzhou Automobile Weilai? 007 is closer.
Seize the gap in the market segment, which is an opportunity for Sky ME7. However, as a new car-making enterprise, whether the brand value and product competitiveness can support the price of more than 300,000 yuan needs a big question mark.
In addition, the development of Skycar needs the continuous favor of capital, which is not easy in the cold winter of capital. According to public information, up to now, Skycar has completed Series A financing of over RMB 2 billion, with accumulated financing exceeding RMB 6.5 billion–it is difficult to support the subsequent development of Skycar, and it needs a lot of financing in the future.
For Zhang Hailiang, he has made a mistake in the early stage, and Sky ME7 may be his last chance to play cards. Li Xiang, founder and chairman of Chehejia, once bluntly said: "Frankly speaking, we only have one chance to play cards. If you don't succeed once, you'll never get a chance to play cards again. Even if you get the money, it's useless, because the supplier won't play with you anymore. " How to make Skyline ME7 open the market will be a difficult problem that Zhang Hailiang and his team need to seriously consider.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.