First, joint-venture brands cut prices by tens of thousands of yuan with local subsidies, and then some new brands also set off a wave of price cuts. The starting price of C-class cars is directly put at 10.5 million yuan, and then some traditional brands of electric vehicles can even get a discount of more than10 million yuan. The biggest volume is that Fan Fei directly put the pricing of the new car F7 in the early 200,000 s; Buick E5, a joint-venture tram, also set an unexpected price, with a starting price of just over 200,000. ...
But all brand managers have a * * * knowledge: lowering pricing can't solve all problems, even their own brands.
At the Shanghai Auto Show, Lan Tu Zhuiguang announced the official selling price of 322,900-432,900 yuan. Compared with the pre-sale price more than four months ago, there is no change at all, and there is no rumor of entering the "prefix" price. This is obviously Lan Tu's brand positioning to maintain the hard-won "luxury goods in China".
Lan Tu's pricing strategy has obviously caused a lot of controversy.
For many netizens on the Internet who think that Lan Tu should set the pursuit of light at 290,000 or 280,000, what they don't understand is that the most important premium of a high-end brand lies in "pricing power". If Chasing Light has positioned itself as a car of more than 200,000 yuan from the beginning, consumers will not think it is a luxury car, but at most it is considered as a "senior Camry", or they can only compete with BYD Han EV.
Therefore, only by sticking to the price line of 300,000 yuan can Lan Tu have a chance to work hard on the dimension of luxury brands.
You know, not only Li, but also Li didn't set his medium and large SUV at 300 thousand yuan. Huawei Yu Chengdong also frankly told the world that M5' s price reduction was the most regrettable strategy. Krypton 00 1 gave tens of thousands of configurations for free and refused to drop below 300,000. Aouita 1 1 launched a single motor board with intelligent driving as standard, without saying that the price was reduced to 290,000.
It can be said that car companies think very clearly that if they want to be luxury brands, then 300,000 yuan is the brand bottom line. Once it falls below this price line, it will be defined by consumers as a mainstream joint venture or even an independent brand, and the brand will be more difficult to turn over.
Of course, the potential buyers who chase the light are happy with the lower purchase price. In particular, the price reduction is getting worse and worse, and Lan Tu also needs to express the price in order to convince consumers to make up their minds.
Therefore, Lan Tu used a very clever way to solve the binary paradox of "maintaining brand" and "lowering pricing".
According to the most cost-effective battery leasing scheme, users can drive away an Audi A6L pure electric luxury car with a Camry without a loan. Even if you still want to lower the threshold, users only need to pay a down payment of more than 90,000 yuan, which is the cost of a Corolla.
What's going on here? We need to make a detailed account.
According to Lan Tu's battery lease right scheme, even if you buy the most basic 82kW standard version, you can enjoy the policy of reducing 1.3 million yuan. This is equivalent to the original price of 322,900 to 654,38+092,900, which is similar to a Camry.
Generally speaking, after the battery is leased, it needs to be paid monthly. The longest lease here in Lan Tu is 8 years /96 months, and the monthly battery rental fee is 1680 yuan. That is to say, * * * will pay 16 1280 yuan within 8 years, which is equivalent to paying interest on 3 1200 yuan, with an average annual interest rate of about 3 points. And such interest in buying is actually low enough.
However, this is the policy of Lan Tu's pre-selling, so after the official listing of the company, Lan Tu directly added a new scheme: the monthly subsidy for battery leasing is three years (36 installments), and the subsidy for each installment is 1 1,000 yuan.
This means that Lan Tu Zhuiguang can enjoy a purchase subsidy of 36,000 yuan through battery leasing-it is only an installment subsidy for users-in other words, the battery leasing users of Zhuiguang only need to pay 680 yuan every month in the first three years, and the monthly battery leasing fee of 1680 yuan will not be restored until the fourth year.
More interestingly, the actual battery rental fee paid by Lan Tu Zhuguang is only 125280 yuan, even lower than the battery fee of 130000 yuan. This is not low interest rate, but direct negative interest rate. Lan Tu digested the capital cost of the battery himself.
Do you think this is over? Lan Tu thinks this is not enough. Since the battery rental service separates the car from electricity, the car itself can also be lent. Therefore, for the remaining 6.5438+0.9 million yuan, Lan Tu has also given a "three-year zero interest" car purchase policy with a limit of 6.5438+0 million yuan.
In the end, consumers will make a standard version of the battery lease right scheme, so the minimum down payment price is more than 90,000 but less than 65,438+10,000, which is really the price of a Corolla, and then they can own a medium-sized and large luxury car with a monthly payment of 3,500 meters.
"After the listing price was announced, most customers in Lan Tu Zhuguang did choose the' battery lease option', which greatly lowered the purchase threshold." Jiashipai interviewed Lan Tu's sales consultant at the Shanghai Auto Show. "Most consumers who need liquidity will choose this option. After all, it is equivalent to providing an interest-free loan of up to 230,000 yuan for three years, which is unmatched by all loan policies on the market. "
Compared with the BaaS service provided by Weilai, the battery leasing scheme of Lan Tu Zhuguang is actually owned by users only after the payment is completed in the last eight years, and users can also buy it out in advance according to their needs. Independent battery buyout also has a "hidden" advantage. The value of second-hand cars chased by Lan Tu is also well guaranteed, and pure electric vehicles with batteries are more free and smooth in the second-hand car link.
In fact, in addition to the most discussed battery leasing scheme, Lan Tu also has almost the same value rights as the conventional purchase method: the deposit inflation is 654.38+0.5 million yuan, the replacement subsidy is 654.38+0.5 million yuan, and the annual free electricity consumption for life is 2,400 kWh, all of which add up to almost 50,000 yuan for five years. The limit of 200,000 yuan is interest-free for three years, or 654.38+10,000 yuan is interest-free for five years. This is also a practical discount of more than 30,000 yuan, which is a truly affordable strategy for consumers.
At the same time, for the car owners who bought Lan Tu for free before, it is also the most cost-effective strategy to change the spotlight directly, because a car in Lan Tu can be repurchased at a maximum discount of 8.5%, and according to the calculation of the first old car owner who was free for two years, changing the spotlight only needs to pay 80,000 yuan. 80,000 yuan car, two years, only 3,000 yuan per month, and then a new car. Admittedly, Lan Tu is very suitable for old car owners.
Although most people don't have to discuss the product strength in the face of absolute price advantage, the sales staff in Lan Tu still emphasize that it is really "good" to chase the light.
"Judging from the users we have received in the past two days, there are not many buyers who are interested in chasing light in Lan Tu, but there are more users who are interested in Weilai. Because Lan Tu and Weilai are products with dual motor performance, not simple and comfortable household carts. Previously, these users could only see ET5, but the size of Lan Tu's chasing light was ET7, but the price was only ET5, which was very attractive. " The above sales staff said.
Double motors are Weilai's ideal strategy and Lan Tu's pursuit of bright future. The performance card of 300,000 yuan is also the biggest strength for Lan Tu to pursue lightweight in the medium and large luxury car market. After all, compared with BBA, to achieve the output of 375kW in the administrative vehicle market, it needs to spend one million yuan to buy V8 products, while China brand electric vehicles can provide products of the same grade at a price of 300,000 yuan.
As for the chassis that ordinary consumers can't see, but luxury car buyers attach great importance to it, Lan Tu Chasing Light is actually a "hard product", including the chassis with front double wishbone and rear five-bar, with aluminum alloy parts accounting for more than 90%. The middle and high parts are active air suspension with magic carpet function plus CDC variable damping suspension, turning radius of 5.8m, R-EPS rack power steering system and so on.
The simplest reference is that Audi A6L needs to spend 29,000 yuan to install air suspension, while Lan Tu Chasing Light comes with air suspension, magic carpet suspension and electric spoiler. All these have a direct impact on driving and handling, and it is also the key to decide whether Lan Tu is really luxurious enough to sit up. We should not just look at the seats and materials.
Even in the product selling point configuration, the standard dual motors, 8 155 chips, AR-HUD, up-speed electric tail, seat ventilation and heating, and Dana audio are among the few products with a level of 300,000 yuan. As a rare centralized SOA electronic and electrical architecture model in China, the greater possibility of Lan Tu's pursuit of light lies in the OTA upgrade in the future, which can rapidly and iteratively upgrade the driving control domain, cockpit domain and software control, making software engineering development easier.
In addition, as a luxury car in China, Lan Tu's appearance and interior design are integrated with China aesthetics. Inspired by Kun Peng, who was recited in "Zhuangzi Xiaoyao Tour" after 80s. Compared with the traditional German luxury car Audi A6L, the appearance recognition and gas field are easier to get the emotional recognition of the post-80s buyers.
There is another detail worth mentioning. There was no black version of the earliest Lan Tu Chasing Light, but later Lan Tu listened to users' opinions and took into account the business needs of Lan Tu, and launched the "Xuan Ying Black" car color at the Shanghai Auto Show. This is also the embodiment that Bluebird attaches importance to users.
Summary of driving an official
In a word, the official listing price of Lan Tu Zhuguang seems unchanged, but the actual car purchase threshold has been greatly reduced.
In particular, Lan Tu has realized the "high interest rate" strategy through the battery leasing scheme, which is about 50,000 yuan in practical sense-36,000 yuan for battery leasing subsidy and 6,543,800 yuan+5,000 yuan for three years-which also reduces the actual purchase price of new cars to the early 270,000 yuan in disguise, which is really the psychological expected price of netizens.
The only difference is that Lan Tu does not discount the official selling price, but subsidizes it for three years, which not only greatly lowers the purchase threshold, but also avoids the brand impact caused by "straight drop" and ensures the luxury positioning of Lan Tu.
Don't underestimate the word "interest-free" In Tesla's sales strategy, in addition to the direct price reduction, the second effective means is the interest-free policy for two or three years, which makes more young people curious about electric vehicles flock to it.
As for the three configurations of Lan Tu Zhuiguang, if we really want to give purchase suggestions, we actually recommend the flagship version of 352,900 yuan.
From the perspective of purchase cost, it only increased by 30,000 yuan, but in terms of experience, the front and rear seats provide air suspension, CDC variable damping suspension, heating/ventilation/massage/memory functions, and the rear seats also provide extra leg rest, four-wheel drive air conditioning and intelligent fragrance system ... Similarly, for comparison, the Audi A6L only has fully functional seats on the top model, and only the driver's seat provides seat memory without leg rest.
It can be said that the 350,000 yuan Lan Tu Chase is full of luxury, which is the kindness of luxury goods in China.
Text | |JackieLXX
Shooting/Post | Shao Yanming, Yuan Yuan
Some pictures | Network
This article comes from the author's Che Yi license plate driving school, and the copyright belongs to the author. Please contact the author in any form. The content only represents the author's point of view and has nothing to do with the car reform.