With the decline of subsidies and the rise of raw material prices, more and more new energy vehicle enterprises have joined the price increase camp.
On March 1, a statement issued by Euler showed that from 0:00 on March 1, the official guide price of Euler's good cat GT version was adjusted to 147000. However, customers who had previously paid a deposit to sign contracts still enjoy the price protection policy. The price adjustment range of Euler cat GT version is 12000 yuan. Euler automobile said that the price increase is affected by the sharp rise in the price of raw materials and the decline of new energy subsidies.
Euler is not the only car company that recently announced the price increase. The prices of various models of Roewe have increased by 2000 yuan, and some models of geometric cars have also announced the price increase, including geometric a full series models and geometric EX3 Kung Fu cattle full series models, of which the price increase of the latter is 7000 yuan. It is worth noting that the geometric EX3 Kungfu cattle series models are small cars, and the starting price itself is low.
Earlier, a number of new energy vehicle enterprises announced price increases, including Tesla, Byd Company Limited(002594) , Xiaopeng automobile, Nezha automobile and other new car manufacturers, as well as foreign brands such as FAW Volkswagen, SAIC Volkswagen, Volvo and Ford. Among them, the price of the rear wheel drive version of Tesla Model y increased by 21000 yuan. The guide prices of Nezha u Pro 400 industry customized version and 500 industry customized version were also increased by 13000 yuan.
The price rise of models is related to the decline of subsidies. According to the latest subsidy scheme, pure electric vehicles with a range of 300km-400km in 2021 can enjoy a subsidy of 13000 yuan, and the subsidy will be reduced by 3900 yuan in 2022; Pure electric vehicles with a range of more than 400km and a price of less than 300000 yuan can enjoy 18000 subsidies in 2021, and 5400 yuan will be reduced in 2022. On the other hand, the rising price of battery raw materials and the tension of batteries and chips are also a major factor causing the price rise. Not long ago, when the reporter visited the car market, the sales manager of Xiaopeng automobile said that the decline of national new energy subsidies, the rise in the price of battery raw materials and the shortage of chips lead to the rise in the price of new energy vehicles. The problem of battery tension will still exist this year. Many new energy manufacturers now have this situation. In addition, the reporter learned that some new energy vehicles have a long waiting cycle, which is also related to the shortage of batteries.
Cui Dongshu, the Secretary General of the passenger car Association, believes that whether the price of subsidized downhill models will rise depends on the relationship between market supply and demand. If the new energy vehicle market continues a strong trend, some vehicle enterprises will rise in price. If the demand is relatively weak, they may trade at a discount. At present, most of the new energy vehicle enterprises are still in a state of loss. The competition in the new energy vehicle market is relatively fierce, and a few vehicle enterprises have mastered the pricing power Byd Company Limited(002594) , Tesla have mastered the pricing power to a great extent, and their competitiveness is relatively strong, which has a certain role as a benchmark. Byd Company Limited(002594) , Tesla's price increases, and other car enterprises have followed up.
At present, the market trend of new energy vehicles is good. The sales volume of cars in the same period last year increased by 41.7% compared with that in the same period last year. In February this year, among the new energy vehicle enterprises that announced the sales volume, the sales volume of new car manufacturers such as Weilai automobile, ideal automobile and Xiaopeng automobile increased sharply.
Although the sales volume of new energy vehicles is rising, the decline in subsidies and the rise in the price of battery raw materials also put pressure on car enterprises. Not long ago, Euler's black and white cats stopped taking orders. "Black and white cats stopped receiving orders, not stopping production. We did encounter difficulties." Dong Yudong, CEO of Euler brand, said that although Euler brand has the advantages of industrial chain behind it, this fashionable and people-friendly car still brings huge losses to the company. Take black cat as an example. After the sharp rise in raw material prices in 2022, Euler black cat lost more than 10000 yuan per unit. In addition, the orders of black and white cats that have not yet delivered new cars to users due to lack of core and power have exceeded 20000. If orders continue to be received, the delivery of new orders will wait until the second half of 2022.
Small cars quickly gained the market with low price strategy, but with the rise of cost, the higher the sales volume, the higher the loss. If the price of such small cars is adjusted on the terminal, it may be difficult for consumers to accept. Therefore, most auto companies choose to digest the pressure of rising costs. The move of geometric automobile to raise its small cars by 7000 yuan also shows that small cars bear greater pressure in this round of raw material price rise, which also makes some car enterprises adjust their strategies. Take Euler as an example. After Euler stopped accepting orders from black and white cats, Euler's good cat is the only model on sale at present. Euler said in the price adjustment statement that in order to better meet the needs of users, Euler cat 2022 began to accept reservations and launched four models at a price of 121900151900 yuan. The four new cars have been comprehensively upgraded in terms of comfort configuration and adopt the "1 + n" customization mode: among them, "1" represents the basic version of good cat with a range of 400km and 500km, and each range is divided into two configuration versions according to different configurations; "N" is a subscription package, including intelligent driving assistance and Morandi color optional package. In addition, in 2022, Euler ballet cat, Euler punk cat, Euler lightning cat and other products will also be on the market.
This year will be the last year of the subsidy policy for new energy vehicles. However, the Ministry of industry and information technology released the signal of extending the preferential policy of purchase tax for new energy vehicles. Xin Guobin, Vice Minister of the Ministry of industry and information technology, said at a press conference held by the state information office on February 28 that the Ministry of industry and information technology is stepping up research and clarifying support policies such as the continuation of preferential purchase tax for new energy vehicles, supporting innovation breakthrough and market expansion, and promoting the rapid development of new energy vehicle industry.
After the subsidy is completely withdrawn, the purchase tax exemption policy is a huge policy preference, which is conducive to promoting the continuous growth of the new energy vehicle market. This policy can save more than 10000 yuan for most new energy vehicle buyers. Cui Dongshu told reporters not long ago that under the background of declining subsidies for new energy vehicles, a stable purchase tax exemption policy plays an important role in new energy vehicles. If the policy is not extended, it will reduce consumers' enthusiasm for buying cars to a certain extent.
