November 24, 2020

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Pure electric minicar: easy to shake the mountain, difficult to shake the old man

Pure electric minicar: easy to shake the mountain, difficult to shake the old man
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In the “Organization of a New Round of Cars to the Countryside Activities” jointly issued by multiple ministries and commissions in mid-July, “micro” new energy vehicles have undoubtedly become the protagonist.

In this round of “cars to the countryside” catalog, you can see many A00-class new energy sources such as Baojun E100, Chery Little Ant, Changan Benben E-star, Great Wall Euler R1, Wuling Hongguang EVmini, etc. Microcar”.

Some media reports pointed out that this round of pure electric micro-cars going to the countryside is aimed at boosting the sales of new energy vehicles in low-tier cities and towns. Some in the auto industry emphasized that the new energy “micro-cars” going to the countryside will help It replaces the low-speed electric car known as the “road killer”, which is commonly known as the “Old Man Le”.

So, will the “old man music”, who is already facing the threshold of getting on the road, come to an end?

Low price strategy challenges “old man music”

Just three days after the announcement of the “New Energy Vehicles Going to the Countryside Activity Notice”, some pure electric vehicle brands that participated in the going to the countryside started launching preferential and price-cutting measures to cooperate with the activity to start building momentum.

By comparing the transaction prices of car owners on several well-known automobile websites, Understand Notes found that the price of some pure electric minicars was as high as 10,000 yuan.

Among them, Chery Little Ant and BYD E1, which have a cruising range of more than 300 kilometers, have the lowest naked car prices of 55,000 and 51,000 respectively; for the Baojun E100, which also has a cruising range of more than 300 kilometers, the minimum naked car price is reduced to 38,000.

Pure electric minicar: easy to shake the mountain, difficult to shake the old man

In this round of “going to the countryside”, there is no better voice than the Hongguang EV mini under Wuling. The terminal price of the lowest endurance version is only 28,800 yuan. The discounted prices of many mini-car models have reached a new low. Consumers can have a two-seater (green card) new energy vehicle that can legally go on the road for less than 30,000 yuan. The public opinion regards this as the strongest “Old Tou Le” has encountered challenge.

“Although it is not in the catalog, the price of Roewe Kelaway, which was launched recently, has dropped by more than 10,000 yuan, and the terminal price is only less than 40,000 yuan.” Peng Yu, an auto media person, told Understand Notes, except for the Hongguang EV mini that is currently on the market. In addition to the third- and fourth-tier use scenarios, other mini-cars are available for sale in first- and second-tier cities. In particular, some pure electric micro-cars with a cruising range of more than 300 kilometers have long become the main models of car companies’ terminals due to their high cost performance.

However, after testing most of the “micro-cars”, Peng Yu found that due to the short wheelbase of this model, the driving experience is low, and the interior space of the car is very cramped and the function expansion is limited. In fact, it is not suitable for family travel. use.

In his opinion, if some mini-car models commute for a long time in first-tier cities such as Beijing, Guangzhou, and Shanghai, the cruising range can only be said to be just enough. Many car owners basically need to charge once every 1 to 2 days. “After all, A00 class The volume is there, it can’t achieve higher battery life.”

As for the Hongguang EV mini, which has a range of 200 kilometers, and the Roewe Coralway with a range of 260 kilometers, it is even lower than the new energy subsidy policy “300 kilometers endurance” bottom line, and even basic new energy subsidies are not available.

“Although A00-class pure electric vehicles can go to high speeds, their top speed is only 100 kilometers per hour, which is not suitable for long-term inter-city commuting.” Peng Yu admitted frankly that whether it is battery life, top speed, or terminal price, it shows that pure electric The car is more suitable for promotion and application in third- and fourth-tier cities and township scenarios.

Pure electric minicar: easy to shake the mountain, difficult to shake the old man

This proposition is actually based on the background of the downturn in the domestic new energy vehicle market. According to data released by the China Automobile Association, the domestic sales of new energy vehicles have fallen for 12 consecutive months; the sales of new energy vehicles in the first half of this year were 393,000, a year-on-year decrease of 37.4%.

At the same time, traffic accidents caused by “Laotou Le” remain high. According to statistics, the number of traffic accidents caused by “Laotou Le” reached 830,000 from 2015 to 2019. The number of related accidents and the number of deaths caused by it have been in the past three years. Both increased by 23.3% and 30.9% respectively.

So, can A00-class pure electric vehicles go to the countryside collectively to replace the original “old head music” battery car market?

The main advantage of “Old Tou Le”, which is currently used as a production tool in low-tier cities and villages, is its lower price. Through inquiries, it is found that the current price of a pure electric low-speed “Lao Tou Le” is generally around 10,000 yuan, but some high-configuration “Lao Tou Le” will also sell for 20,000 yuan.

Under the background that “Laotou Le” is facing traffic regulations and it is becoming more and more difficult to get on the road, consumers only need to increase their budget by tens of thousands to 10,000 yuan, and they can purchase a new energy minicar that is legally eligible to be on the road. The risk of being subject to inspection and punishment. This seems to be a major benefit for new energy micro-cars, but what is the actual situation?

Why does “Old Tou Music” sell well?

In order to understand the thoughts of the users of “Laotou Le”, the friends who understand the notes visited several villages and towns around Linshen. In the residential parking lot near a certain village in Daya Bay, Huiyang District, Huizhou, they saw three different appearances. Low-speed electric vehicles of unknown brand.

When communicating with Mr. Mo, the owner of one of the “Lao Tou Le”, the owner of the 50-year-old said that this “Lao Tou Le” was purchased two years ago, and the price is less than 20,000 yuan. The main purpose is to pick up and take the grandson. Go to school.

“Run three or four kilometers every day to send grandchildren to school, and occasionally go to the surrounding market to buy vegetables.” Since the commuting distance is not long, this low-speed electric car with a nominal endurance of 100 kilometers can commute to work for about one week per charge. After two years of charging and discharging, the current battery life is about 80 kilometers.

“This car is still usable, why should I change it? The traffic police doesn’t care about it.” When asked whether he would consider replacing a new energy minicar that was “compliant on the road”, the owner shook his head.

He obviously also knows that this kind of low-speed electric vehicle does not comply with traffic regulations, but due to the short commuting distance, most of the time he drives in residential areas and village roads, and he rarely encounters traffic police investigations. Of course, even if you encounter a traffic policeman, you will be released if the driver is an elderly person.

Pure electric minicar: easy to shake the mountain, difficult to shake the old man

“What’s more, I don’t have a driver’s license. The (new energy) electric car you said requires a license.” Mr. Mo told me understand notes. As early as when I bought this “old man music”, the younger family had persuaded him I bought a pure electric car that was legally on the road, but because I had taken a driver’s license and the price of pure electric car was tens of thousands more expensive than “Lao Tou Le”, I bought a “Lao Tou Le”, “What is safe? Yes, I drive so slowly. Just be careful. I usually drive on the main road.”

Mr. Mo laughed and said that the groups who can buy low-speed electric cars are, in the most fashionable words, price-sensitive users who must be more expensive. “Don’t say that pure electric minicars cost thousands or tens of thousands of yuan, even if only expensive. Everyone has to think about it.”

The other electric “Old Tou Le” in the parking lot belongs to a 30-year-old mother. She said that in addition to sending her children to the kindergarten, she also bought the car to travel to and from her own “food workshop” six kilometers away.

“I have a driver’s license, but it is not necessary to buy a car for this distance.” The mother told me that the price of a pure electric minicar is not expensive, but it is a regular car after all. , Legally going on the road requires the purchase of compulsory insurance and commercial insurance.

She roughly calculated that the annual cost of compulsory traffic insurance and commercial insurance costs less than two or three thousand yuan. You must find a regular parking space when you go out, or you will face a fine for illegal parking. “Look at these old men in the community, who Taiwan has insurance. It’s not compliant (law) but it’s easy.”

Due to the low cost and easy use of “Laotou Le”, she and her lover discussed that even if the price of the new mini-car is lowered, she would not consider buying it.

What’s more, the residents of Linshen towns think so, let alone the Pearl River Delta, Midwest and Northeast regions where “Laotou Music” is most popular. It can be seen in the relevant report of the Prospective Industry Research Institute that by the end of 2020, the domestic low-speed electric vehicle ownership is expected to expand to more than 10 million, and the market size will reach 100 billion yuan (yuan).

It is this kind of “money scene” that makes “Lao Tau Le” manufacturing companies succeed in the future, new energy car companies increase penetration, and all parties are vying for this huge cake. The current situation is that “Laotou Music” with low driving threshold and low cost is still attracting a large number of users in many towns and rural areas. This is the fundamental reason why “Laotou Music” has been difficult to ban for a long time.

Obviously, it will take time for pure electric mini-cars to replace the “old head music” with the help of policies and regulations, and before this hard bone is gnawed, the new energy mini-car “going to the countryside” also caused another wave of waves in the terminal market.

 4S stores are most worried about “crossing goods”

“We have promoted pure electric minicars in the fourth and fifth lines before, and consumers don’t catch a cold.”

Manager Zhang of the sales department of a new energy vehicle 4S store in Chengdu, Sichuan, told me that the car brand they are selling agents has launched an A00-class pure electric car. This car has been the store’s traffic for the past two years. champion.

During November last year, in order to boost sales, 4S stores had cooperated with secondary dealers in some fourth- and fifth-tier cities, and launched a preferential month Huidong, hoping to attract “old head music” users to buy.

“To be honest, an electric car is a car after all, and the driving threshold and various expenses are much higher than those of the old man Lego.” Many consumers told him in the promotion activities that even if the traffic laws strictly enforce the “Old Man Le”, they will retire. And buy a small electric motorcycle next, “I still feel that the car is troublesome, and it is as convenient and cost-effective to drive an electric motorcycle to walk the streets and alleys.”

Manager Zhang now basically believes that there is not much market for new energy minicars in low-tier cities and rural areas. The activity of new energy vehicles going to the countryside will make “speculators” profitable and disrupt the market order. “After all, the price cuts of some vehicles going to the countryside will impact the prices of first- and second-tier terminal sales.”

Manager Zhang recalled that as early as in the process of the first “Car to the Countryside Campaign” in 2009, there were speculative merchants who bought low-price promotional models to the countryside and sold them back to the city for profit (sending goods). The model is also available at dealers in the city, but the configuration is lower.”

“If the manufacturer launches a model that goes to the countryside at too low a price, it will be unfair to dealers who sell the same model in the first and second tiers.” Manager Zhang said frankly, because new energy minicars do not necessarily have a large market in villages and towns. In the end, cars that enjoy preferential policies are likely to be “selled” and returned to first- and second-tier cities for profit in disguise.

In his opinion, even if car companies adopt a “regional restriction” policy (new cars cannot be sold across regions and licensed), there will still be speculators trying to settle down for users. “GM Wuling has an example of locked sales, but there are still Consumers go to Liuzhou to buy a car at a preferential price, and they will return to transfer their ownership after having bought three Yuegui B cards.”

“To be honest, an electric car is a car after all, and the driving threshold and various expenses are much higher than those of the old man Lego.” Many consumers told him in the promotion activities that even if the traffic laws strictly enforce the “Old Man Le”, they will retire. And buy a small electric motorcycle next, “I still feel that the car is troublesome, and it is as convenient and cost-effective to drive an electric motorcycle to walk the streets and alleys.”

Manager Zhang now basically believes that there is not much market for new energy minicars in low-tier cities and rural areas. The activity of new energy vehicles going to the countryside will make “speculators” profitable and disrupt the market order. “After all, the price cuts of some vehicles going to the countryside will impact the prices of first- and second-tier terminal sales.”

Manager Zhang recalled that as early as in the process of the first “Car to the Countryside Campaign” in 2009, there were speculative merchants who bought low-price promotional models to the countryside and sold them back to the city for profit (sending goods). The model is also available at dealers in the city, but the configuration is lower.”

“If the manufacturer launches a model that goes to the countryside at too low a price, it will be unfair to dealers who sell the same model in the first and second tiers.” Manager Zhang said frankly, because new energy minicars do not necessarily have a large market in villages and towns. In the end, cars that enjoy preferential policies are likely to be “selled” and returned to first- and second-tier cities for profit in disguise.

In his opinion, even if car companies adopt a “regional restriction” policy (new cars cannot be sold across regions and licensed), there will still be speculators trying to settle down for users. “GM Wuling has an example of locked sales, but there are still Consumers go to Liuzhou to buy a car at a preferential price, and they will return to transfer their ownership after having bought three Yuegui B cards.”

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