To some extent, the current new energy vehicle market and mainstream public opinion have deviated.
Under the exaggeration of public opinion, the new energy vehicle market share has been completely divided by independent brands, and independent brands have begun to lead the second half and even the final battle. In fact, the penetration rate of new energy vehicles has just exceeded 30%, and the growth rate has slowed down further this year. Not to mention that there is still a huge market for fuel vehicles, it is obvious that relying solely on independent brands will not be able to drive new energy vehicles to break through the share bottleneck at once.
This means that the new energy vehicle market is eagerly awaiting new forces.
This new force undoubtedly comes from joint venture car companies that have been dormant for several years and are about to make full efforts in the electric vehicle market. The ELECTRA E5 launched by the Buick brand on April 13 can be regarded as the leader of this wave of efforts.
This is based on the following three aspects.
First, the Buick ELECTRA E5 with a guide price of 208,900 yuan to 278,900 yuan is the first product of a joint venture car company to achieve the same price of gasoline and electricity. It is priced at 200,000 yuan and gives consumers a price of 300,000 yuan. Value and experience;
Second, ELECTRA E5 will lead the Buick brand to accelerate its electrification transformation, and rely on GM’s strong system strength and deep insights into China’s automobile consumer demand to help Buick regain its dominant position in the electric era. .
Third, in the current environment of intensified involution, Buick ELECTRA E5 will "preempt others before the others" and help joint venture car companies create a new situation in the new energy market.
01 The price of petrol and electricity is the same, unprecedented joint venture products
Price has always been a key factor affecting the car purchase decisions of mainstream Chinese consumers, regardless of whether it is a fuel vehicle or a new energy vehicle.
From the perspective of consumers, let’s discuss why the electric vehicles of joint venture car companies did not sell well in the past. 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 higher. There are many, and the price difference is at least 30,000 yuan, and some even reach 70,000-80,000 yuan.
Consumers are very smart in their calculations. Such a huge price difference cannot be easily smoothed out by relying on the lower usage cost of electric vehicles. Therefore, a situation has arisen in which one buys a fuel vehicle and seeks joint ventures, while those who buy electric vehicles seek independence.
Finding the key to the problem, Buick ELECTRA E5 started with pricing and got it right in one step. It not only provided a value and experience of 300,000 yuan at a sincere price of 200,000 yuan, but also realized the gasoline-electricity for the first time among joint venture car companies. Same price.
Buick ELECTRA E5 and Buick Envision PLUS are both mid-sized SUVs. The former is even larger than the latter, and its wheelbase has a great advantage.
At the same time, Buick ELECTRA E5 also applies the brand’s latest styling design, especially the VCS smart cockpit, which is centered on an integrated 30-inch 6K curved display screen and equipped with Buick’s new generation of human-computer interaction technology. Experience high-end models comparable to new forces.
Overall, the Buick ELECTRA E5’s sense of technology and luxury have been greatly improved, and it is at the leading level of current mainstream electric vehicles.
It is also worth mentioning the underlying core technology. The new car is built based on GM's Alto pure electric architecture and applies many of GM's exclusive technologies. For example, the 8-in-1 electric drive system is compact in size, uses flat wire technology, and is ultra-quiet and optimized; another example is the wireless connection battery management system, which effectively reduces failures caused by aging wire harnesses and greatly improves reliability.
With the blessing of upgrades and innovations, the ELECTRA E5 is even cheaper than the Envision PLUS, which sells for 249,900-295,900 yuan. This is unprecedented among joint venture brands, and even among traditional cars including independent brands. It is very rare in the enterprise.
02 A century-old heritage of forging ahead and creating unique advantages
Why can Buick ELECTRA E5 achieve the same price as gasoline and electricity?
On the one hand, it is due to Buick's precise insight into the pain points of electric vehicle consumer prices, so it has shown great sincerity.
On the other hand,
As we all know, due to the huge cost of power batteries and the impact of volatile raw material prices, the cost of electric vehicles is much higher than that of fuel vehicles of the same level.
This cannot but mention the powerful system power of General Motors.
GM has always adhered to the corporate strategy of local R&D and local manufacturing. Before its electric vehicles are officially launched on the market, GM has done a lot of work around R&D, production, and supply chain to be ready.
In December last year, the SAIC-GM Autonium plant in Wuhan was completed and put into operation. This is GM's second Autonium plant in China after the Shanghai Jinqiao Autonium plant. At the same time, the Autoneng platform has also achieved a localized procurement rate of 95% of parts.
This means that the Buick ELECTRA E5 is truly intelligently made in China and has considerable cost advantages compared to many joint venture car companies.
On this basis, Buick can give full play to its system innovation. It is the same principle as having enough food left at home will have more energy and willingness to enjoy life.
For example, the 811 battery cell cathode material used in ELECTRA E5 is jointly customized by Buick and suppliers. The formula has been improved, directional doping of rare earth elements to fix free oxygen, and in-situ coating to build the core shell. The structure is to reduce the amount of oxygen released;
There is also a battery module extreme thermal runaway protection system, which uses nano-scale aerogel insulation walls, independent module liquid cooling plates, and battery core molds. The exhaust channel on the upper cover of the assembly is Buick's patented design;
It also meets the world's first-class power battery safety test standards that far exceed the national standard, covering drop tests, squeeze tests, acupuncture tests, etc.
In these safety areas that consumers cannot see but are most concerned about, Buick has not stopped innovating for a moment, relying on the heritage of a century-old brand and the serious and responsible attitude of mature manufacturers.
More than that, the application of 8155 cockpit chip, 5G technology, full-color wide-format HUD system, and nano-level environmentally friendly materials on ELECTRA E5 also reflects that a century-old brand conforms to the trend of the times and actively embraces the changes of the times. The enterprising appearance provides consumers with a travel experience that is ahead of the times.
Profound heritage and determination to make progress are the unique advantages of Buick’s electrified products that distinguish it from other brands. Starting from ELECTRA E5, Buick’s electrification transformation will be greatly accelerated. This advantage will be fully demonstrated and Continue into the future.
03 Strike later and open up a new path for joint venture car companies
Regarding the new energy car market, there is now a view-the fast fish eats the slow fish. To a certain extent, this view has been fermented and effectively amplified by public opinion, making it deeply believed by many consumers.
Based on the current penetration rate data of new energy vehicles, this view is obviously aimed at joint venture car companies.
Many people firmly believe in pre-emptive strikes and in martial arts, only quickness is the key.
But in fact, there is a prerequisite for success in taking a preemptive strike, which is to know yourself and the enemy. If you attack rashly without knowing the strength of your opponent, you may expose your weaknesses or even be countered by your opponent.
As mentioned at the beginning, China’s current new energy vehicle market is constantly being stirred up by Tesla, with independent brands showing off their own talents, and the involution is intensifying. But this also means that almost all of their tricks have been exhausted. For example, Tesla has no other option but to cut prices; its own brand’s car-hailing strategy has rushed to launch many products that do not fully address consumer pain points.
As the sales growth of new energy vehicles slows down, it is easier to see clearly the real needs of consumers.
The Buick ELECTRA E5 is launched at this time. It not only solves the pain points with the same price of gasoline and electricity, but also effectively differentiates itself from fuel vehicles with comprehensively renewed product capabilities. It can be said that the "late mover" is used appropriately.
In Chinese history, there are countless classic examples of late strikes. This is the familiar Battle of Yiling during the Three Kingdoms period, which provides a good reference for future generations.
Similarly, Buick ELECTRA E5 also sets an example for other joint venture car companies.
If we want to be ahead of the curve, we must gather global R&D advantages, effectively leverage local and scale effects, continue quality workmanship, and provide Chinese consumers with sincere and refreshing electric vehicles.
In this sense, Buick ELECTRA E5 has opened up a new way for joint venture car companies to participate in new energy competition and opened up a new situation.
Viewpoint:
If a basketball game is used to describe the current new energy vehicle market, the first quarter of the game will be halfway through. It is too early to talk about the outcome. The market pie is still huge. There are great opportunities for joint venture car companies.
In the past 25 years, joint venture brands represented by Buick have been deeply involved in the Chinese market. While effectively expanding the size of the automobile market, they have also effectively helped Chinese consumers establish an awareness of automobiles through each of their high-quality products. Perception of technology and quality.
The important thing is that this understanding 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 comes with the same price as gasoline and electricity and a comprehensive refresh, which will bring a different pure electric travel experience to Chinese consumers.
Don’t be afraid of being too late for a good meal, Buick ELECTRA E5 is expected to be the first to strike later.
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