From knock-off old-man's electric vehicles to industrial giant

Chapter 225: Invincible below 400,000, one-for-one trade above 500,000! (4K)

"Don't panic..."

"This is just... just an unexpected situation."

Li Xiang held onto the corner of the table and managed to sit up straight.

He forced himself to remain calm, opened the thermos, and took a sip.

The hand holding the cup trembled slightly.

"Looking at it from another angle, Xingchen Motors' initial success precisely demonstrates that our approach is correct," Li Xiang concluded, barely managing to control his cracked mentality.

Having been an entrepreneur for so many years, what storms haven't I weathered?

The most important thing is to be adaptable.

Based on the order information revealed at the press conference, it remains to be seen whether there are any discrepancies later on.

At the price point of 300,000, it will have a very strong impact.

"Then what do you mean?"

“We can still build extended-range large six-seater SUVs, we just need to change the positioning.”

"Change location?"

"That's right. Xingchen Auto launched first, which not only seized the market position, but also helped us educate users. The more successful Xingchen becomes, the larger the market for six-seater SUVs will be, which will reduce a lot of market resistance for us."

……

Li Xiang is, after all, the key figure who founded Autohome. Although he has now separated his equity stake, he still retains profound insights into vehicle sales and market understanding.

In most cases.

Consumers tend to follow sales figures, creating a herd mentality.

When there are no range-extended vehicles selling well on the market, the first range-extended vehicle often faces several times, or even ten times, more skepticism and has to pay for explanations.

"It's very difficult to make a product priced above 300,000 anymore. We don't have the technology, and if we clash with the Starry Sky L7, we'll be doomed..."

Li Xiang calmly pondered and analyzed the situation step by step: "But we can make it in the price range of 150,000 to 200,000 yuan, and also make a six-seater large SUV model, with a similar size, and also equip it with a refrigerator, color TV and sofa."

Huang Mingming frowned, questioning, "Can they even cover the costs? Large SUVs and six-seaters are already taller than regular cars, and now they're adding refrigerators, TVs, and sofas? And they're offering seat massage and ventilation features to consumers in this segment?"

It wasn't that he doubted it.

In fact, a rough calculation shows that the cost is simply unbearable!

Many of the features on the Starry Sky L7 were jointly developed. It's unimaginable how much money they would have to spend to procure and benchmark them!
"There are government subsidies... In addition, we can also reduce costs in areas that consumers cannot perceive."

Li Xiang: "Xingchen uses aluminum alloy double wishbone and five-link suspension, while we use MacPherson strut and three-link suspension... Xingchen uses air suspension and CDC suspension, which we can omit... Xingchen uses OLED screen, while we use LED... We can also make the seat massage system rolling, replace the laminated glass with a single layer, replace the refrigerator with a semiconductor solution, keep only the Napa leather on the seat surface, and use a blower-type seat ventilation... The thickness of the body-in-white and the thickness of the anti-collision beam can also be reduced."

"But in our external communications, we can compete with the Xingchen L7, using the slogan of equal configuration. It has a Napa, and we have it too. It has a refrigerator, a color TV, a large sofa, and six seats, and we have it too... Let luxury six-seater cars reach millions of ordinary families."

Oh, by the way, this is called a tribute!!

Overnight.

A new meme has emerged in the automotive industry.

Xingchen Automotive pays tribute to luxury brands, and some people are also beginning to pay tribute to Xingchen Automotive.

This makes sense.

……

Immediately after the launch event that evening, all stores simultaneously launched official reservations and a surge in test drives for the Starry Night L7.

And at the same time.

Social media and major platforms also flocked to it.

[China's first domestically produced intelligent flagship SUV!!]

[Luxurious and fully equipped, truly touching!!]

[Using technology to interpret the future, creating mobile homes, creating spaces for happiness!]

...

The review videos from car review media outlets went viral immediately.

"Hello everyone, I'm YYP. I just attended the launch event for Xingchen Automotive. At the official invitation, I'll be presenting an explanation of an extremely popular luxury new energy vehicle today, the Xingchen L7, which breaks with convention and has been launched with a bang..."

Prior to the press conference, Xingchen Automotive did not provide separate dynamic reviews for the media. Instead, it prepared a special media car talk session, inviting car reviewers to participate in the recording in turn, and then released them all after the press conference.

While the official guidelines and standards provide guidance, they are not particularly rigorous.

As long as the configuration and selling points are clearly explained, the rest is up to the car reviewers to elaborate on.

It's worth mentioning that Xingchen Auto invited relatively few car reviewers to pay for their services.

They did not employ a bombing matrix-style attack strategy.

Furthermore, no speech script was provided beforehand. Instead, these car reviewers were asked to have a separate static test drive at a media event. After the test drive, they were asked to give an impromptu speech, which was then reviewed internally to see if it was approved.

Many car reviewers laughed when they heard this request.

Someone said that car dealership orders require an interview?
Are you trying to implement an elimination system here?

But upon closer inspection, quite a few people still signed up.

The vehicle and transportation expenses offered by Xingchen Automotive this time are very basic, and the number of slots for the initial promotion is also limited.

But for those who pass, the reward is incredibly generous!

It's irresistible.

This time, Xingchen Automotive's strategy did not solely pursue widespread reach, but rather sought truly valuable promotion.

Furthermore, media professionals who simply read from prepared scripts or had negative issues were all screened out.

In terms of marketing and promotion, Xingchen is paying more attention to the brand's image.

……

Yang Li went through the official green channel and was invited directly without any review.

In terms of connections...
Given their shared history, they have all participated in the promotion and marketing of every car model under the Star brand to some extent.

They've practically become the dedicated KOL for Star Auto.

in the screen.

Yang Li began his passionate explanation!

"Brothers, do you know of a family car that costs just over 300,000 yuan, has air suspension, CDC shock absorbers, can accelerate to 100 km/h in 4.9 seconds, and even has a large screen and air conditioning in the back seat...?"

Like this kind of car.

I can only describe it in one sentence.

Below 400,000, they are invincible; above 500,000, it's a one-for-one trade!
……

You might think I'm exaggerating when I say this.

But I want to say—this is not an exaggeration.

If this car were made by BBA or any other luxury brand, it wouldn't give you this kind of experience.

There are two points I want to make separately.

Currently, there is a reduction or exemption of purchase tax for purchasing new energy vehicles.

For cars priced over 300,000 yuan, the purchase tax can often reach around 30,000 yuan.

Second.

The national subsidy for new energy vehicles is an additional 30,000 yuan.

This back and forth resulted in a subsidy of 60,000 yuan.

At the launch event for the Starry Night L7, the price was 328,800 yuan. If this 60,000 yuan is added, the price jumps directly to 400,000 yuan.
So I won't criticize you for the poor quality of domestically produced gasoline cars.

But if you really think that domestically produced new energy vehicles are inferior, that's not entirely true.

At the same price point, new energy vehicles have a unique subsidy advantage, which often allows consumers to have more features and greater cost margins in manufacturing.

In addition, we all know that Xingchen Auto operates on a brand-direct sales model.

When this model first came out, it received a lot of negative feedback from industry insiders, citing issues such as low inventory resilience, slow channel expansion, and a lack of offline networks.

However, this is from an operational perspective.

If we shift our perspective to the consumption level, what will we see?
It offers a completely new experience of order-based production combined with standardized services at any store, resulting in more transparent pricing.

Because Xingchen Automotive has even skipped the step of dealers randomly adding prices!

So, by this calculation, you save 30,000 yuan on purchase tax, another 30,000 yuan on national subsidies, and another 10,000 to 20,000 yuan at the dealer level. Even disregarding brand value, considering only cost, it's quite normal for other car manufacturers to sell their vehicles for over 400,000 yuan.

Yang Li shared his own understanding.

He was puzzled at first too.

Why did other new energy vehicle companies fail while Xingchen Motors emerged as the leader?
In addition to the precise positioning of the vehicle model.

This business model is also a distinctive feature that sets Xingchen Automotive apart from other car companies. Not only does Xingchen Automotive invest heavily in research and development, but it also doesn't prioritize subsidies in terms of cost and selling price. Instead, it genuinely passes on excess channel costs and national subsidies to the consumer market.

This is a completely new way of playing, even a revolutionary one!

……

The comments section is buzzing.

"This configuration is truly impressive, much more powerful than the Tang DM that was revamped this year. Domestic new energy vehicles have really brought a different kind of change to the automotive industry."

"Why not release a five-seat version? With this size and configuration... wouldn't five seats be better? Sometimes I really don't understand the thinking of domestic car companies."

"All they do is talk! They want a five-seater for a six-seater, a seven-seater for a five-seater, and a four-seater for a seven-seater. Anyway, 99.9% of the people who say that won't actually buy it!"

"Pfft, I couldn't hold it in."

"I watched the press conference and it was very moving. It is truly remarkable that Xingchen Auto has come this far. But to be honest, it takes courage to spend more than 300,000 yuan to buy a domestic new energy vehicle. If I had 300,000 yuan, I would still consider luxury brands like BBA more."

"In what way is the Starry Night L7 inferior to BBA (BMW, Mercedes-Benz, Audi)?"

"It's not a matter of good or bad. I've finally turned my life around. If I don't buy a BMW, Mercedes-Benz, or Audi, and instead buy a no-name domestic new energy vehicle, what will my family think of me? What will the villagers think of me? What will my old classmates think of me? Will I be able to start eating first at class reunions? Will the fish head still be facing me at meals?"

"And another thing, his car has too many screens, and there's even a refrigerator in the back. It feels like a furniture store, not a proper car for driving..."

"6. Buying a car just for the badge? Adding a refrigerator screen to the back seat of a joint venture luxury car is considered luxurious, but adding a refrigerator screen to a domestic car is considered an unnecessary design. You guys are really something!"

Dissension began.

……

however.

Regardless of the direction of online discussions, the buzz surrounding the launch of the Starry Night L7 continues to grow.

It gained wider attention.

The following morning, Xingchen Group received an exciting figure.

As of 10:00 AM, the number of small orders exceeded 7,600 units, and the number of locked orders increased to 2,900 units!
The small order only involves paying a deposit and selecting accessories.

Only after the order is confirmed will the vehicle officially enter production.

Therefore, the sooner users lock in their order after selecting their options, the sooner they can pick up their car.

Regarding the time limit for locking orders.

Xingchen gave them a three-day consideration period.

The hour following the press conference saw a surge in data, followed by steady growth.

"Mr. Xu, nearly 70% of our users chose the top-of-the-line premium version, and the remaining 30% chose the high-end version."

This exciting good news was being shared among the staff.

Although the growth rate has slowed down in just half a day, there is still enough hope to break through 10,000 units on the first day!

Regarding the selection of equipment, it was actually the result of several meetings.

The high-end version, priced at 32.88, comes with everything included.

But it also left behind hooks.

For example, the electric running board, which has the biggest impact on the experience of getting in and out of the vehicle, requires an optional fee of six thousand yuan.

The Xingchen L7 is, after all, a large SUV with a height of 1800mm. For people with a normal height of 1.6 to 1.7 meters, this feature is often indispensable for those who want a convenient and comfortable experience when getting in and out of the car.

Since you've already chosen electric running boards, you should at least take a look at the in-car fragrance and wheel design, right?

The entry-level 20-inch wheels are quite stylish and not ugly at all.

But the two high-end 21-inch wheels are just so cool!

Many car manufacturers deliberately make the wheels on their low-end models ugly to annoy consumers and force them to opt for optional wheels.

Starry Sky took the opposite approach. The entry-level wheels are not bad, but the two top-of-the-line wheels are designed with extra features to make them look very good.

If you want to choose optional wheels, it will cost another 10,000 to 12,000 yuan.

Different wheel rims are paired with different tires.

We chose both the wheels and the electric pedals.

Electric suction doors are such an elegant and practical high-end feature, you should definitely take a look, right?

Once you add these three items, the price will be about the same as the premium version!

The premium version also features two major upgrades: "NOA Advanced Navigation Assist" and "Air Suspension".

Consumers who care about configuration or value technology have developed a certain feeling after researching this.

That is to buy the high-end version of the Starry Sky L7, which seems like a great deal with its high configuration.

I saved myself 40,000 yuan.

But if I don't get the premium version, I'll feel like I'm missing out!
Compared to the others, the premium version is simply too generous and too perfect.

The 21-inch wheels, electric running boards, and soft-close doors are so elegant!
Xu Yi was satisfied with the data.

The market above 300,000 yuan is not only a completely new market for domestic cars, but also a new world for new energy vehicles.

According to data from the Ministry of Industry and Information Technology, there are only a few new energy vehicles priced above 300,000 yuan in the domestic market, namely Tesla, Denza 500, BMW i3... and now the Xingchen L7 has been added.

The best-selling imported Tesla, thanks to import orders for the Model 3, has lowered the purchase threshold, with monthly sales fluctuating around a thousand units.

This achievement can only be attained with a score of over 300,000.

This means that Xingchen Automotive is about to surpass its original total of 300,000 new energy vehicle sales.

Of course, this isn't about competition or swallowing everything whole.

Instead, it's aggressive expansion!

It has completely entered the camp of gasoline-powered vehicles.

"This shows that the configuration of our pre-production premium version was indeed correct, and the factory's initial investment was not in vain."

Xu Yi called the factory early in the morning.

We held a morning meeting to compile order data from various regions and arrange for the shipment of new vehicles.

More than 60% of the models they pre-produce are premium versions.

This is still taking into account the current lack of market recognition for domestic brands.

And the price of 300,000 is indeed beyond the purchasing power of ordinary people.

The premium version costs over 35 yuan, and anyone who can afford this car would be considered a middle-to-high-income earner in any city.

Who would have thought that the data showed that 70% of users who chose the premium version actually converted to premium service?

This was certainly a delightful surprise.

For any automaker, the top-of-the-line version offers the greatest profit margin.

The same applies to Xingchen Motors.

The intelligent driving function, worth 15,000 yuan, is just a matter of a single command in the background. The production cost of electric pedals, electric tailgate, and wheels is lower than consumers imagine. Air suspension accounts for the majority of the cost, but when you add up the other profits, it's not much.

Xu Yi also received some messages of concern, subtly inquiring about the first-day data of the Starry Sky L7.

This included congratulatory messages from business partners such as Li Bin and Wang Chuanfu.

of course.

The main purpose was to inquire and probe.

Many people didn't sleep well after the data was released in the first half hour yesterday.

And today, they are even more eager to get started!

It feels like ants are crawling on my body.

Three hundred thousand!
This is a market worth over 300,000!

It broke 2,000 in half an hour. How many orders will be accumulated by the end of the day?
Is it going to break 8,000?
Is there any moisture in it?
Did Xingchen Auto engage in false advertising?

He can't just take off directly, can he?

Is he really going to take off?!

-

Various private messages, phone calls...

Xu Yi was really overwhelmed and couldn't possibly reply to each one in a row.

I simply posted an announcement on my WeChat Moments.

"Thank you all for your attention and with deep gratitude, Xingchen Automotive will announce the first day's order data at 12:00 tomorrow!!"

……

(End of this chapter)