Under the hype of public opinion, the market share of new energy vehicles has been divided up by independent brands, and led by independent brands began to enter the second half, and even reached a decisive battle. In fact, the penetration rate of new energy vehicles has just exceeded 30%, and the growth rate has further slowed down this year. Needless to say, there is still a big market for fuel vehicles. Obviously, independent brands alone cannot drive new energy vehicles to break through the share bottleneck.
This means that the new energy vehicle market is looking forward to new forces.
This new force undoubtedly comes from the joint venture car companies that will make full efforts in the electric vehicle market after several years of dormancy. ELECTRA E5, a Buick brand listed on April 13, can be regarded as the leader of this wave.
This is based on the following three aspects.
1. Buick ELECTRA E5, with a guide price of 208,900-278,900 yuan, is the first product of a joint venture car company to realize the same price of oil and electricity, with a price of 200,000 yuan and a value and experience of 300,000 yuan for consumers;
Second, ELECTRA E5 will lead Buick brand to accelerate the transformation of electrification, and rely on GM's powerful system strength and deep insight into China's automobile consumption demand to help Buick regain its dominant position in the electric age.
Third, in the current increasingly involution environment, Buick ELECTRA E5 will be a "latecomer" to help joint venture car companies open up a new situation in the new energy market.
0 1 oil and electricity have the same price, and the joint venture product is unprecedented.
Price has always been a key factor affecting the decision-making of domestic mainstream consumers, and has nothing to do with fuel vehicles or new energy vehicles.
From the consumer's point of view, this paper discusses why the electric cars of joint venture car companies were not sold well before. In fact, the reason is very simple-compared with the same brand and the same level of fuel vehicles, the price of electric vehicles is often much higher, at least 30,000 yuan, and some even reach 70,000-80,000 yuan.
The consumer's abacus is very accurate. Such a huge price difference can be easily smoothed out without relying on the lower use cost of electric vehicles. Therefore, it has formed a situation of buying a fuel vehicle to find a joint venture and buying an electric vehicle to find autonomy.
Finding the crux of the problem, Buick ELECTRA E5 started with pricing and reached the goal in one step. It not only provided 300,000 yuan of value and experience at a sincere price of 200,000 yuan, but also realized the same price of oil and electricity among joint venture car enterprises for the first time.
Buick ELECTRA E5 and Buick Angkor PLUS are both medium-sized SUVs, the former is even bigger than the latter, and the wheelbase is also very advantageous.
At the same time, Buick ELECTRA E5 also applies the brand's latest styling design, especially the VCS intelligent cockpit, which is centered on the integrated 30-inch 6K curved display and equipped with Buick's new generation of human-computer interaction technology to experience the high-end models comparable to the new forces.
On the whole, Buick ELECTRA E5' s sense of technology and advancement has been greatly improved, and it is at the leading level of mainstream electric vehicles.
The underlying core technology is also worth mentioning. The new car is based on the pure electric architecture of GM Autoenergy, and a number of general exclusive technologies are applied. For example, the 8-in 1 1 electric drive system is compact, adopts flat wire technology, and is silent and super-optimized; Another example is the wireless connection to the battery management system, which effectively reduces the faults caused by the aging of the wiring harness and improves the reliability.
The ELECTRA E5 under the upgrade and innovation blessing is even lower than the price of Angkewei PLUS, which is 24.99-29.59 million yuan, which is unprecedented among joint venture brands and even rare among traditional car companies including independent brands.
Inheriting for a century, forging ahead and creating unique advantages.
Why can Buick ELECTRA E5 achieve the same price of oil and electricity?
On the one hand, it stems from Buick's accurate insight into the pain points of electric vehicle consumption prices, so it shows great sincerity. On the other hand,
As we all know, due to the huge cost of power batteries and the fluctuation of raw material prices, the cost of electric vehicles is much higher than that of fuel vehicles of the same level.
This can't help but mention the powerful system power of GM.
Gm has always adhered to the enterprise strategy of R&D localization and manufacturing localization. Before its electric vehicle was officially put on the market, GM had done a lot of work around R&D, production and supply chain, and made preparations.
On June 5438+February last year, SAIC-GM's Autoenergy Factory in Wuhan was completed and put into operation, which is the second Autoenergy factory of GM in China after Shanghai Jinqiao Autoenergy Factory. At the same time, the Autoenergy platform has also achieved a 95% localized purchasing rate of parts.
This means that Buick ELECTRA E5 is a truly domestic smart car, which has a considerable cost advantage compared with many joint venture car companies.
On this basis, Buick can give full play to the role of institutional innovation. When you have enough food at home, you will have more energy and willingness to enjoy life, which is the same reason.
For example, ELECTRA E5 adopts 8 1 1 battery cathode material, which is customized by Buick and suppliers. The formula was improved, and the free oxygen was riveted by directional doping of rare earth elements, and the core-shell structure was constructed by in-situ coating to reduce the oxygen evolution.
There is also a battery module extreme thermal runaway protection system, which adopts nano aerogel insulation wall, independent module liquid cooling plate and battery module upper cover exhaust passage, all of which are Buick's patented designs;
There are also world-class safety test standards for power batteries, which far exceed the national standards, covering drop test, extrusion test, acupuncture test and so on.
In these invisible but most concerned security fields, Buick has never stopped innovating for a moment with the foundation of its century-old brand and the serious and responsible attitude of mature manufacturers.
Moreover, the application of 8 155 cockpit chip, 5G technology, full-color wide HUD system and nano-level environmental protection materials on ELECTRA E5 also reflects the enterprising face of a century-old brand that conforms to the trend of the times and actively embraces the changes of the times, providing consumers with a leading travel experience.
Profound knowledge and enterprising spirit are the unique advantages that distinguish Buick electrified products from other brands. Starting from ELECTRA E5, Buick's electrification transformation will be greatly accelerated, and this advantage will be fully demonstrated and will continue into the future.
Pre-emptive strike opens up a new road for joint venture car companies.
In view of the new energy vehicle market, there is now a view that fast fish eat slow fish. This view was effectively amplified by public opinion after fermentation to a certain extent, which made many consumers deeply convinced.
Judging from the current penetration data of new energy vehicles, this view is obviously aimed at joint venture car companies.
Many people believe in preemptive strike and believe that the martial arts in the world can only be broken quickly.
But in fact, pre-emptive strike has a prerequisite for success, and you have to know yourself and know yourself, and you will win every battle. If you shoot rashly without knowing the strength of your opponent, you may expose your weaknesses and even be countered by your opponent.
As I said at the beginning, Tesla is constantly stirring the new energy vehicle market in China, and its own brands are showing their magic power and becoming increasingly involved. But it also means that almost all their tricks have been used up. For example, Tesla has no other way but to cut prices; Self-owned brand taxi tactics, but anxious to launch many products that have not completely stepped on the pain point of consumption.
Standing at the moment when the sales growth of new energy vehicles is slowing down, it is easier to see the real needs of consumers.
Buick ELECTRA E5 is listed at this time, which not only solves the pain point of the same price of oil and electricity, but also effectively distinguishes it from fuel vehicles with comprehensive product strength. It can be said that "preemptive strike" is just right.
In the history of China, there are countless classic examples of attacking the enemy from behind. The well-known battle of Yiling in the Three Kingdoms period was like this, which provided a good reference for future generations.
Similarly, Buick ELECTRA E5 has set an example for other joint venture car companies. As a latecomer, we must gather the advantages of global R&D, give full play to the local and scale effects, continue the quality work, and provide sincere and refreshing electric vehicles for China consumers.
In this sense, Buick ELECTRA E5 has opened up a new road and a new situation for joint venture car companies to participate in new energy competition.
Viewpoint:
If the basketball game is used to describe the new energy vehicle market, the first quarter will be over, and it is still too early to talk about the outcome. The market cake is still very big, and there are great opportunities for joint venture car companies.
In the past twenty-five years, the joint venture brand represented by Buick has been deeply involved in the China market, effectively expanding the scale of the automobile market, and at the same time, effectively helping China consumers to establish their awareness of automobile technology and quality through a good product.
What is important is that this kind of cognition is deeply rooted and will not change with the changes of the times.
Now, on the basis of inheriting Buick's high quality, Buick ELECTRA E5 has the same price of oil and electricity, which will bring different pure electric travel experience to China consumers.
A good meal is not afraid of being late, and Buick ELECTRA E5 is expected to take the lead.
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