Coquettish Rebirth

The following people have been working hard on the establishment of charging stations across the United States.After the establishment of almost three urban bases in each state of the United States, these bases looked for cheaper land in the local suburbs, and then established Huaxia Hi-Tech's multi-functional display and maintenance center.In fact, to put it bluntly, such a multi-functional display and maintenance center integrates a series of existences such as 3S shops and battery replacement stations.Correspondingly, after outsourcing the demand for fully automatic battery-changing robots, the robot factory in the United States has produced a prototype and sent it to Tesla for testing.According to the test results given by Tesla engineers, in the case of self-service battery replacement, it takes about 4 minutes to complete the full battery replacement and the owner drives out of the garage!At that time, we will first sell these Tesla Highway Stars in cities where various luxury cars are sold in the United States, and they will be sold well by then!

When everything was going well on Tesla's side, Mr. Guo Konghui called. Apparently, Huaxia Motor's research on electric SUVs was also going well. "Hongjian, after we returned to China, we re-designed and trial-produced an SUV model according to the project standards that can be launched. Now the trial production of this SUV has been successful and is ready for a test run. Would you like to come and see it?" Yo, since here It went well too, of course Jia Hongjian would be interested!When he arrived at Huaxia Motor's site on the Huxi border, he saw a black suv parked in a warehouse on one side of the site.The overall shape of this suv looks relatively good, a bit similar to Toyota's previous hot-selling rav4 series suv.The whole body of the car is pure black, and the shape is slightly streamlined. This shape really makes Jia Hongjian say that it is really not a good-looking, avant-garde, or eye-catching design.Of course, lack of avant-garde style is often not a shortcoming.It can even be said to be an advantage-because the appearance is more moderate, it is easier to meet the needs of the maximum crowd to some extent!

That's right!Many young people scoff at the point of the mean that our Chinese ancestors said, but in fact the point of the mean is very effective in many aspects-the appearance is not outstanding, and there is no peculiar shape, which means It can avoid the dislike of others to the greatest extent!Except for those who like avant-garde styles in this world.There are also many people who are low-key and don't want their cars to have strange shapes! Someone in their 20s might want their car to have a lot of character, but a 40 year old doesn't want a car with a lot of style!So a car with a moderate shape may not please people in their 20s, but it can please people in their 30s, 40s and 50s!And 20-year-olds may not like this moderate look, but they don't say they hate this look!So if you really give them such a car, as long as it is good in other aspects, they can recognize it by pinching their noses. Isn't this taking care of the largest potential customer base?

Although such a moderate shape is not a big problem.But Jia Hongjian figured out something from this look.After he looked around the car, he turned his head and asked Mr. Guo who was accompanying him, "Mr., what range is the price of our car?" The car went for a test drive, but he walked around the car to look at the appearance and then asked the price question. He was a little surprised at the time, but he quickly answered Jia Hongjian's question, "It is probably positioned at around 40 yuan. This car is pure electric. If the lithium batteries purchased by Tesla and Panasonic are used, the overall cost of the battery pack is about 1 US dollars. That is, more than 6 yuan and less than 7 yuan, while other costs are about 14 yuan. About 16 to 25 RMB. In this way, the ex-factory cost is about 30 RMB, the ex-factory price is set at about 4 RMB, and the price of the 36S store will be between 40 and [-] RMB..."

Hearing this, Jia Hongjian nodded.He knew that Mr. Guo Konghui, as the leader of the National Automobile Key Laboratory before, could not just build a car without considering the price of the product.But such a price of 40 made him a little dissatisfied. "Grandpa, this price may not be easy to sell. 40 yuan is almost enough for someone to buy two rav4s. Our car is not as powerful as two rav4s in terms of performance, right?" That's right!Whether this car is sold in China or in the United States, it must face a problem.That is product start-up, and the cost price is hard to suppress!Even if the output of Panasonic's 18650 batteries is already very large, the total amount we purchase now is not large enough.Now, if we buy 1 million units at a time, the price is US$1. But if our car production and sales are large enough, can the price be further lowered when we buy 18650 million or even 50 million 90s at a time?This is inevitable!Even if you don’t say anything about bargaining down the price by 80%, it is still possible to expect that if you buy [-] million pieces, you can turn it into [-] cents a piece, and if you buy [-] million pieces, you can turn it into [-] cents a piece, right?

So if our car production is large enough, the cost of the battery pack alone can drop by 20%!Keep the same price, we can make more money!And if we keep the profit constant, we can lower the price of the product!For a battery pack like suv that uses 1 18650 batteries at a time, one left is 20 cents, and 2000 is 1 US dollars, which is more than 40 RMB!As for the power unit parts such as motors and gearboxes, as the purchase quantity increases, the price will definitely decrease!In the end, after all the messy calculations, maybe an SUV that is estimated to sell for 35 yuan now may be able to run for [-] yuan in the future!

But in fact, Jia Hongjian was still not satisfied with the price of 35 yuan!why?Because he thinks that if he is an ordinary consumer, he actually thinks there is no reason not to sell rav4 and other suvs of around 20 yuan and buy some electric suvs that are as fast as 40 yuan!What are the benefits of buying an electric suv?Fuel saving?please!People who really want to save fuel will buy SUVs?Although it has been said for a few years that the Chinese people will like suvs, and many people even buy domestically produced suvs of about [-] yuan at home, as if they don’t have much money.But the problem is that if they really care about fuel money, why don't they buy a Sail or a particularly fuel-efficient car like the Fit?So this means that for many ordinary people in the country, it may be a few hundred dollars a month, which is really not a big pressure on them. They would rather ask for more money to save face!

Well, if our electric vehicles are fuel-efficient or not, they may attract some consumers, but our prices are also so much higher!If the configuration in the car is similar to other rav4s, consumers should also consider buying this electric suv. How many years can they drive for the extra 20 yuan spent on gasoline?To be honest, it might not be enough to spend the 20 gas money when the car is scrapped!Why do people have to buy this electric suv?Just because it is a new technology, just because it is tall?

At such a time, it can be said that Jia Hongjian has a deep understanding of why Japanese manufacturers have made hybrid cars very early, but why they have not made pure electric vehicles for ten years—because Japanese car companies do that. They started with cheap cars. Although they did develop high-end models after entering the 90s, cheap cars are still their mainstay!In such a situation, it is actually possible to make electric vehicles, but the cost is too high, so there is no way to make them cheap!Gasoline-engined suvs can cost 10,000+ RMB per car, and even domestically produced SUVs can cost tens of thousands, but who can afford such a price for pure electric suvs?So it can be said that at least at such a stage, it is very impossible to make electric vehicles cheap!

This means that it is difficult to have a chance to stand out in the cheap and affordable electric suv market!And the road that can go so far seems to be the same as what Tesla has done, to make high-end luxury suvs!By making high-end products, we simply don’t compete on low prices, and simply pursue high premium strategies. We simply sell less at the beginning but earn more, and then rely on the money we earn to develop new products, slowly flooding the product line, and finally Relying on the total increase in production and sales of the ever-increasing product line, we can reduce various costs!In the end, it will be possible to make an electric cheap car smoothly!That's right, although Mr. Guo Konghui thought about pricing when making products, he is a technical talent rather than a commercial talent after all, so he didn't consider whether it would be easy to sell at such a price!In the minds of many technical talents, products with high technology and excellent technology should be easy to sell, but in fact, sometimes consumers don't think so!

"Grandpa, I think that if the market is positioned in this way, the product may not be easy to sell. I think it should be positioned at the high end, just like Tesla's Highway Star." After thinking about it, Jia Hongjian felt that it was still the same It's better for the old man to be straight to the point.But who knows that the old man was not surprised when he heard this, as if he had thought about this problem a long time ago, "But Hung Chien, our SUV is different from Tesla's Road Star. Their Road Star can The light weight body and the acceleration of 1.6 kilometers are very good, but our suv is not good! Our car is heavier than the road star, and our empty weight is 1.8 tons. After loading people and load, [-] tons is not enough. Unexpectedly. Besides, the appearance is not as low as the wind resistance of a sports car, so it is certain that the final [-]-kilometer acceleration performance will not be very good! Without this kind of acceleration performance as a gimmick, it may not be easy to make our suv high-end, right? Will consumers buy it?" hiss!Who would have thought that the old man would have thought about this problem, and would have his own thoughts!Yes, if this suv can't "run the score" like the road star to prove that it is "born for fever", then how can we sell our electric suv? (To be continued..)