Different from cars and home appliances going to the countryside in the past, although this round of new energy vehicles going to the countryside is set up by the government and associations, it is mainly for enterprises to "sing opera" themselves, and there will be no additional separate central financial subsidies. It is up to the car enterprises to decide whether to participate in the activities themselves, and then they can continue to register.
Will the first batch of "electric vehicles going to the countryside" give strength?
"E-Cafe" noticed that the first batch of * * participating in this new energy vehicle going to the countryside activity included 16 pure electric vehicles from 10 car companies, except for BAIC new energy EC3 (official guide price of 738-79800 yuan, comprehensive battery life of 30 1km) and Chery EQ1. In addition to the 2020 model (59,500-75,500 yuan, with a comprehensive cruising range of 3 10 km), there are brand-new models such as Changan Benben E Star (69,800-74,800 yuan, with a comprehensive cruising range of 30 10 km) which went on the market in the first half of this year.
In addition, such as Great Wall Motor's Euler R 1 (69,800-79,800 yuan after subsidy, the new R 1 will be renamed as "Euler Black Cat" and the price will be announced at Chengdu Auto Show, and the cruising range will be increased from 35 1km to 405 km) and Euler IQ (1KLOC). BYD's Yuan EV (122,000-162,400 yuan, with a comprehensive cruising range of 305-4 10 km), E1(76,000-96,000 yuan, with a comprehensive cruising range of 305 km) and E2 (/kloc-0). The comprehensive cruising range is 305-405km) and E3 (106,000-126,000 yuan, with a comprehensive cruising range of 305km) are all "going to the countryside in groups", among which Euler White Cat (75,800-88,800 yuan, with a comprehensive cruising range of 360-40/kloc), which was just launched in July.
FAW Pentium E0 1, which is expected to be listed in July and August, also appears in the list of going to the countryside. As the "pioneering work" for FAW Pentium to enter the pure electric market, this pure electric SUV based on the concept car C 105 has a body size (length, width and height of 4639/ 1880/ 1640mm, wheelbase) of 28 10mm, and is equipped with the ternary lithium battery pack of Contemporary Ampere Technology Co., Ltd. According to competing products of the same level in the market, the price of Pentium E0 1 after subsidy may be around150,000 yuan.
Dongfeng Shen Feng EX 1 (pre-sale price: 70,000-80,000 yuan), which has arrived in the store and is expected to be listed in the near future, is not an idle generation. As a sister model of Dongfeng Renault Enoch (only different in appearance, interior and other details), NEDC has a comprehensive cruising range of 27 1 km.
Interestingly, He Zhongxin Energy, which is very active in responding to the new energy vehicles going to the countryside, will also bring Nezha N0 1 Youth Edition (with a comprehensive cruising range of 30 1-35 1km starting from 59,800 yuan after the subsidy), and this is the only product from the new car-making forces at present.
Among these rural models, the most attractive ones are probably the three products of SAIC-GM-Wuling. Needless to say, Baojun E100 (49,800-59,800, with a comprehensive cruising range of 250 kilometers) and E200 (54,800-64,800, with a comprehensive cruising range of 250 kilometers), Hongguang Mine, which is still in the pre-sale period? EV (pre-sale price of 29,800-38,800 yuan, comprehensive cruising range of 65,438+020 km-65,438+070 km) is undoubtedly expected to be higher.
What do rural consumers really need?
Everyone must ask, can these new energy vehicles win the favor of township and rural consumers?
Last weekend, China Electric Vehicle committee of 100 (hereinafter referred to as "committee of 100") held the first "Automobile Market and Consumption Forum" through "Cloud". Zhang Yongwei, Secretary-General of the 100 Committee, pointed out that rural areas have the basic conditions for developing economical electric vehicles, and have better parking and charging conditions than cities. At the same time, there are also electric cars on the market.
However, because the budget for rural residents to buy electric vehicles is mostly below 70,000 yuan, and most of them are concentrated around 50,000 yuan, there is still a gap of about 20,000 yuan between the products provided by car companies and the ideal car purchase budget of rural residents. According to incomplete statistics, only 16.2% of the 24 1 mainstream pure electric passenger cars on the market are priced below 70,000 yuan, and there are few usage scenarios (unsatisfactory).
Chen Qingtai, chairman of committee of 100, calculated an account: by 20 19, China will have 90 million motorcycles, 250 million two-wheeled electric vehicles, more than 6 million four-wheeled low-speed electric vehicles and more than 20 million three-wheeled four-wheeled agricultural vehicles, most of which will be distributed in rural areas and cities along the 345th line. With the construction of new countryside and the improvement of economic level, a large part will be upgraded to cars. It can be predicted that there will be a vast market for "stock replacement" and "new addition" in the future, and it is possible to form a market of tens of millions of electric vehicles in cities and rural areas in the third, fourth and fifth tier, which will become an important driving force for China's sustained economic growth.
Moreover, China's electric vehicle industry is still in the growth stage, and key components and materials such as power batteries, drive motors, power electronics and control systems need to form an economic scale. Facing the competition in the global electric vehicle market, a large number of economical small electric vehicles basically use domestic parts, which can expand the "plate" of China's electric vehicle industry, effectively promote the formation of scale advantages of related parts and materials in China, realize a virtuous circle of output growth, cost reduction and market expansion, improve the cost performance of electric vehicles and enhance the competitiveness of China's automobile industry.
It should be pointed out that although some experts and practitioners are still calling for low-speed electric vehicles (commonly known as "old people's heads" and elderly scooters, which do not have the qualification to legally go on the road) to make up for the "mismatch between supply and demand" of traditional car companies, low-speed electric vehicles that have been in the gray area for a long time have also left consumers with the general impression that "scooters do not need licenses and driver's licenses". However, judging from the attitude of relevant departments at all levels in recent years to strengthen governance, rectify illegal motor vehicles (low-speed electric vehicles), and constantly emphasize "keeping the safety bottom line and strengthening safety supervision", unless they obtain the qualification of new energy vehicles like Hebei Yujie and Shandong Reading, the hope that such vehicles want to legally go on the road will become increasingly slim (especially the "Liuzhou model" also proves that small and micro electric vehicles can completely replace their living space).
"In the rural market, the price range of 50,000 yuan is' golden point'." Ma Chunsheng, director of the Automobile Development Division of the First Equipment Industry Department of the Ministry of Industry and Information Technology, also believes that rural consumers are relatively sensitive to prices. In the case of meeting the basic needs, A00 small electric vehicles with a battery life of 200-300 kilometers below 50,000 yuan are very attractive to them.
It is not difficult to see that the models prepared for new energy vehicles going to the countryside still have a certain gap with the psychological price of consumers in small and medium-sized cities and rural areas. Although various car companies have prepared different amounts of cash concessions, it still reveals that the preparation of the supply side of car companies is still insufficient.
"Small and medium-sized cities and rural areas must be important markets for electric vehicles in China, or rather, the main markets for small and medium-sized electric vehicles. In the past, (enterprises) paid insufficient attention. (Next) Car companies should put the development and production of electric vehicles suitable for small and medium-sized cities and rural areas in an important position. " Wang Binggang, head of the National Expert Group on Innovative Engineering of New Energy Vehicles, analyzed the technical requirements of micro-electric vehicles for small and medium-sized cities and rural areas summarized through investigation:
First, set the mileage according to the purpose. Generally speaking, 200-300 kilometers is enough.
Second, it is safe, reliable and maintenance-free.
Third, in terms of power, the top speed should not be lower than100 km/h.
Fourth, electricity economy and infrastructure power supply should encourage renewable energy.
Fifth, it is convenient to charge, mainly because of low power and slow charging.
Sixth, multi-purpose and multi-variety. It can not only solve the transportation problem, but also pull people to carry goods, and even match agricultural power equipment such as water pumps.
Seventh, the car price should be economical, and the standard is below 50,000 yuan.
"For any product, it is nothing more than three aspects for consumers: performance, cost and service ... We must build a national electric vehicle suitable for China's national conditions and enhance the competitiveness of the electric vehicle industry." Li Weili, deputy director of the National Information Center Consulting Center, further pointed out that new energy vehicles (in small and medium-sized cities and rural areas) need new positioning and new development models. On the one hand, they can learn from the functional positioning and market experience of Japanese light automatic car (K-car) (smaller model, lower price and diversified functions); On the other hand, in order to achieve higher cost performance, car companies also need to change the design concept of products.
It is worth mentioning that at present, the single energy density of lithium iron phosphate battery can reach about 180-200Wh/kg, although it can't be compared with 260-300Wh/kg of ternary lithium battery, but the micro electric vehicle equipped with lithium iron phosphate battery can completely make the driving range reach 300 kilometers by reducing the motor power, and its cycle life is longer (about 2,000 times, about twice that of ternary lithium battery). Therefore, the industry generally believes that lithium iron phosphate batteries are more suitable for small and micro electric vehicles.
Recently, the Ministry of Industry and Information Technology and other ministries and commissions sent signals to the central and western regions, small and medium-sized cities, rural areas and automobile production enterprises to support and encourage the promotion of new energy vehicles in these areas. It is suggested that the next step should be to study and formulate various preferential policies for electric vehicles and encourage enterprises to develop products suitable for rural economic capacity and multi-scenario applications.
Business model and after-sales service innovation cannot wait.
It is easy to be overlooked that the development of new energy vehicles to the countryside cannot be "achieved overnight". In addition to the need for car companies to strengthen product research and development, financial services and business model exploration, it is also necessary to introduce some support policies including operation, use and charging infrastructure construction, spare parts subsidies, etc., and gather all forces to gradually improve the after-sales service system.
Although automobile enterprises gradually pay attention to and attach importance to the rural market, most of the sales channels have not sunk to the county or rural areas, and the after-sales service ability needs to be improved. Of course, the situation of "buying a car is easy and maintaining it is very troublesome" is widespread even in a very mature fuel vehicle market. Many consumers at the county and township levels often do not return to 4S stores after the first insurance, but turn to roadside stores and small repair shops. For pure electric vehicles with convenient maintenance but high professional and safety requirements, the lack of professionally trained technicians and sophisticated equipment is likely to bring security risks. In addition, with the gradual promotion of electric vehicles in rural areas, the scale of scrapped power batteries will also increase, and the unified and professional recycling of scrapped batteries can not be ignored.
To this end, committee of 100 suggested that local governments give preferential policies and support to the construction and operation of after-sales service outlets for automobiles and electric vehicles in rural areas, and encourage rural areas to train electric vehicle maintenance technicians. According to reports, Ningde, Haikou, Danzhou and other places will start the village-to-village project of electric passenger cars from 2020 to provide villagers with low-cost carpooling services, which will undoubtedly become an important entry point for electric vehicles to enter the countryside, and at the same time play a good demonstration role in power grid, fire protection and after-sales.
Many experts in the industry put forward the view that Liuzhou model can be used for reference, that is, multi-party cooperation can create favorable conditions for the promotion and use of electric vehicles in small and medium-sized cities and rural areas from the aspects of policy support, preferential use links, road rights, parking lots and infrastructure construction, improve the guarantee capacity and scope of after-sales service, cover more small and medium-sized cities and rural areas, and respond and serve in time when products have problems.
As a representative of the business community, Yu Fei, deputy general manager of Great Wall Motor's Euler brand marketing, put forward a very specific suggestion, that is, car companies should pay more attention to using the mobile Internet and e-commerce platform to open channels and solve the problem that products reach the low-line market (relative to the high-line market in first-and second-tier cities), thus reducing the channel cost of building large-scale 4S stores. In terms of products, he believes: "Young markets do not need to be clearly divided by regions or first-line, second-line and third-line markets. In particular, the popularity of the Internet has made young people pay more attention to animation, e-sports, video and idols. As long as we grasp the needs of these young people, they will still be influenced and covered by our communication. "
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.