Euler officially responded to the news that the black and white cat stopped production. On February 23, Dong Yudong, CEO of Euler Auto, responded to the news that the black and white cat stopped production, saying that it was "stop taking orders, not stopping production". Euler officially responded to the news that the black and white cat stopped production.

Euler officially responded to the news that black cats and white cats were "discontinued" 1 Euler Auto officially denied the news that black cats and white cats were "discontinued".

On the evening of February 23, Dong Yudong, CEO of Great Wall Motor's Euler brand, wrote on the Euler Auto User App that "black cats and white cats stopped taking orders, not stopping production, and we did encounter difficulties!"

It is reported that on February 14, the Euler brand delivered a notice to the terminal that the black cat and the white cat stopped taking orders. After the notice was issued, many users and media questioned that Euler's black cat and white cat would stop production.

Dong Yudong mentioned that the Euler brand has brought huge losses to the company. Take the black cat as an example. After the price of raw materials rose sharply in 2022, a single black cat lost more than 10 thousand yuan.

Dong Yudong said that in the environment of insufficient core power, black and white cats have to deliver more than 20,000 orders. According to the current production capacity, if orders continue to be received, the delivery of new orders will wait until the second half of 2022. At the same time, he said that he would actively look for raw materials and deliver existing orders quickly, and all after-sales services of Black and White Cat would continue to be maintained.

Car companies face the dual pressures of cost and delivery.

As Dong Yudong said, the Euler brand has brought huge losses to the company, and the cost pressure has also become a test for many new energy vehicle companies because of the price increase of subsidies and raw materials.

2002165438+February 3 1, four ministries and commissions issued the Notice on the Financial Subsidy Policy for the Promotion and Application of New Energy Vehicles in 2022, requiring that the subsidy standard for new energy vehicles be reduced by 30% on the basis of 20021. According to the calculation of Ping An Securities, the subsidy for new energy vehicles that meet the subsidy standard will be reduced between 2040 yuan and 5400 yuan according to different cruising range and different power types.

Earlier, this newspaper learned from dealers that due to the decline in subsidies for new energy vehicles, Euler Motors will raise the price of its good cat models after February 28, with an increase of about 3,000 to 5,000 yuan.

In addition to Euler's good cat, according to the paper, Tesla raised the price of Model 3 rear-wheel drive version and Model Y rear-wheel drive version by 4752 yuan; Nezha Automobile raised the price of all its models by about 2000-5000 yuan; Xpeng Motors raised the subsidy price of all models, ranging from 4300-5400 yuan; BYD Auto adjusted the official guidance price of new energy vehicles in Wangchao.com and Haiyang.com, with an increase range of 65,438+0,000-7,000 yuan; SAIC Roewe also said recently that due to the global chip shortage and state subsidies, due to the pressure of rising costs, a number of new energy vehicles will be raised in price from 1 in March 2022.

In addition to the cost problem, car companies are also facing tremendous delivery pressure.

In June 5438+10, a dealer told this newspaper that the longest delivery time of Euler cars is three months. According to Dong Yudong, there are currently more than 20,000 orders for black and white cats that need to be delivered. According to the current production capacity, if we continue to take orders, the delivery of new orders will wait until the second half of 2022, which means that the delivery cycle is more than three months.

Other new energy automobile companies are also facing delivery problems. There are many complaints about the late delivery of Tucki P5, Krypton 00 1 and other models on various automobile rights protection platforms. It is reported that some P5 car owners in Tucki have been waiting for more than four months.

The delivery is blocked, so "cut" the low price first?

It is also a model owned by Euler. Black cat and white cat models are suspended, and good cat models are still in normal sales. Euler's resources for high-priced models are obviously tilted.

It is reported that Euler Automobile is a pure electric vehicle brand under Great Wall Motor, focusing on the women's market. It has three main product lines: black cat, white cat and good cat. Among them, the official guide price of black cats is 5.98- 102800 yuan; The official guide price of white cat is 7.18-106800; Good cats have the highest price, and the official guide price is 10.39- 143900.

The data shows that in 20021year, the cumulative sales volume of Euler cars was135,000, of which the cumulative sales volume of Euler Good Cat was 50,000, accounting for 37% of the total sales volume. In June, 2022, the sales volume of Euler was10.3 million, of which the sales volume of Euler good cats reached 9020, accounting for 68% of the total sales volume.

According to the sales staff of Euler Auto, although the price range of black cats and white cats is as high as 654.38+ 10,000, the main sales volume is concentrated at the lowest price. "Buying black cats and white cats mainly depends on cost performance. Customers who are willing to buy high quality will definitely buy cats directly. On the contrary, among the good cats, Poseidon sells well in high profile. " In other words, the average selling price of good cats is much higher than that of black cats and white cats.

Earlier, some dealers told this newspaper that due to the low price and low profit rate of black cats and white cats, the resources of manufacturers obviously tend to be good cats. "Last year, manufacturers have been ensuring the production and delivery of good cats. The delivery cycle of good cats is significantly shorter than that of black cats and white cats, and dealers are willing to sell good cats."

Similarly, the Tucki P5 460 G+ model, recently defended by many car owners for many days, is also a low-priced version of the P5 model in Tucki.

It is reported that Tucki P5 has been positioned as the main model by Xpeng Automobile, and the current subsidy price is 65,438+06.27-229,300. In 20221October, 65,438+0, the delivery volume of Tucki P5 was 4,029. Tucki P5 2022 has four models, namely 460G+, 460E+, 5 10G and 5 10E. In recent months, many car owners complained about the delayed delivery of the 460 G+ version of the Tucki P5 entry-level model.

An industry insider told the newspaper, "Traditional car companies, including Volkswagen and Toyota, give priority to ensuring the production and supply of high-end cars when they encounter supply chain problems. High-end models have high profits, so the sales of many car companies decreased last year, but the gross profit of bicycles increased. "

However, he also added, "For the new forces to build cars, it may not be necessary to give absolute priority to high-end cars like traditional car companies. Sales target is a very important indicator for car companies. Buying a car is not like buying clothes. Consumers generally believe that models with large sales volume are more reliable. From the perspective of market share, low-priced models tend to have a larger market. To increase sales, it is still necessary to rely on low-priced models. "

Euler officially responded to the news that the black and white cat was "discontinued". 1On February 23rd, Dong Yudong, CEO of Euler Motors, responded to the suspension of production of black and white cats, saying that it was "stopping taking orders, not stopping production". "We did encounter difficulties and are actively seeking solutions".

Not long ago, the relevant person in charge of the Euler brand said in an interview with the media, "These two models have indeed stopped production." Now, the official corrected his rhetoric, saying that when Euler sent a notice to the terminal that the black and white cat stopped taking orders, it caused users to question the suspension of production.

However, from various indications, the response at this time may be just a transition, and the day when black and white cats really stop production may not be far away.

Black cats and white cats have always been a burden.

On February 14, some Euler car owners responded one after another and received sales notices. Before February 14, all orders for black and white cats were delivered normally. From 0: 00 on February 15, all orders for black and white cats were stopped, all black and white cats were removed from the shelves, and all exhibition cars were evacuated from the exhibition hall. "After the order is placed, production will no longer be carried out."

Black cats and white cats stop taking orders. Source: Euler APP

On February 15, Euler officially responded that due to the shortage of chips and the inability to ensure the production of spare parts, the order for black and white cat models was overstocked and new orders were no longer accepted.

Yin Shi Finance noticed that only "Good Cat GT" and "Good Cat" can be ordered on Euler official website and APP at present.

The sudden suspension of sales caused dissatisfaction among car owners. Some commentators said that the official "responded to loneliness", and some car owners questioned the statement that "black and white cat models are overstocked".

According to the data, in June 2022, 5438+ 10, the brand of Euler sold a total of 0.3 million new cars/kloc-0, of which 9020 were good cats, accounting for 67.8%, which means that the sales of black and white cats add up to less than half of the total sales of the brand. According to common sense, the backlog of orders for good cats should be more serious than that for black and white cats.

The answer to this question may be found in the comments of some car owners. A black-and-white cat owner found that "the cars in Euler APP Plaza are all good cats, and the good cats pick up the cars for half a month, while the black cats and white cats can't pick up the cars for two or three months", questioning that Euler officials treat different models differently. Other car owners have also been confirmed by the sales office that "a good cat has the fastest car picking cycle".

In the case of the same lack of "cores" and accessories, black and white cats stopped selling, and good cats were not affected. Some car owners thought, "the so-called lack of materials is actually to distribute limited chips to good cats to earn more money, and cheap black and white cats have no extra available."

In fact, Euler officials may also want to take this opportunity to get rid of the burden of low profit and high cost of black and white cats. Some Euler sales revealed when answering why they stopped selling, "The profit of black and white cats is too low, and good cats will become the lowest-grade models of Euler in the future."

Dong Yudong also mentioned in his response on February 23 that although Euler has the advantages of industrial chain, this car has brought huge losses to the company. Take the black cat as an example. After the price of raw materials rose in 2022, a single black cat lost more than 10 thousand yuan.

According to the latest official response, the cumulative order volume of black and white cats waiting to be delivered to users has exceeded 20,000 units. According to the current production capacity, if orders continue to be received, the delivery of new orders will wait until the second half of 2022.

Euler CEO's latest response Source: Euler APP

Yin Shi Finance called Euler's customer service, and the other party said, "Whether black cats and white cats will be re-listed has not been notified." When the reporter asked about an Euler 4S store in Hangzhou, the store's sales informed that "there is no exact re-listing time, but there will be unsubscribed' black cats' in the store in two days, but the price will be slightly more expensive"

Euler's transformation is imminent.

Euler chose to give up the black and white cat at this time, which is closely related to the parent company Great Wall Motor (60 1633). SH) Stand in the back.

On the one hand, under the electrification transformation of Great Wall Motor, Euler is undoubtedly expected as its new energy sub-brand. According to the plan, Great Wall Motor will achieve the goal of global annual sales of 4 million vehicles in 2025, of which 8 vehicles will become new energy vehicles. Euler's task is to achieve the goal of cumulative sales of 6,543,800 vehicles in 2023.

We should know that the cumulative sales volume of Great Wall New Energy Vehicle in 20021year is only 6.5438+0.36 million, and the cumulative sales volume of Euler brand is 6.5438+0.35 million. And the data shows that the monthly sales of the whole small car market in 202 1 and 65438+2 months are around 60 thousand. According to the current progress, the sales target of 6,543,800+0,000 vehicles of Euler will be difficult to achieve.

On the other hand, in 2022, the subsidy for new energy vehicles will be reduced by 30% on the basis of 202 1, and the subsidy for pure electric passenger cars with cruising range between 300 km and 400 km will be reduced to 9 100 yuan; The subsidy for pure electric passenger cars over 400 kilometers will be reduced to 1.26 million yuan. Vehicles licensed before 2023 will no longer receive subsidies.

Official website shows that the endurance of the long-life version of Euler Black Cat and White Cat is 4065 km, 438+0 km and 405km respectively, and the endurance of the lowest version is 3065 km, 438+0 km and 305km respectively, and the prices are all below 90,000. Subsidized slope retreat further reduces the low profit rate of black and white cats.

In this case, Euler's best choice is to raise the price and shift gears, reduce the low-end models and play in the middle and high end. According to Euler's plan, it is expected that ballet cats will be launched in March 2022, and new models such as punk cats, lightning cats and cherry cats will be launched in the second quarter, and the price will be set at150,000 ~ 200,000 yuan.

Euler's transformation to high-end not only conforms to the high-end trend of Great Wall Motor, but also eliminates the influence of negative public opinion on Euler brand and even Great Wall Motor with the iteration of low-end products. Previously, Euler was ridiculed as a "fragile cat" because of quality problems, and even accused the Euler team of "self-destroying the Great Wall" when a "core-changing door" occurred.

However, the impact on the mid-to-high end also means that in the new energy vehicle market of10.5 million to 200,000 yuan, Euler will face strong rivals such as Tucki and Tesla. For Euler, this will be a brand-new challenge. In the face of the above, it may only be a matter of time before black cats and white cats stop production.

Euler officially responded to the news that the black and white cat was "discontinued". Recently, after Euler's black cat and white cat models were exposed to rumors of production suspension, Dong Yudong, CEO of Euler brand under Great Wall Motor, publicly responded that black cats and white cats just stopped taking orders instead of stopping production, and the company did encounter difficulties.

It is understood that after the price of raw materials rose sharply in 2022, the loss of a single black cat exceeded 10,000 yuan. Although the company has the advantages of industrial chain behind it, it still faces huge losses.

Black cats and white cats were exposed to rumors of production suspension.

It is reported that on February 14, Euler brand delivered a notice to the terminal that black cats and white cats stopped taking orders. After the news came out, some sales staff of Ola outlets said that dealers all over the country had been informed that the stores would not sell black cats and white cats for an unknown duration.

Source: Euler Auto official website

The media also reported that the sale of Euler black and white cats was stopped. According to the National Business Daily, the relevant person in charge of the Euler brand responded: "These two models have indeed been discontinued."

According to the First Electric Network, when asked about the reasons, the relevant personnel said: First, the price of black and white cats themselves is not high because of the decline in subsidies for new energy vehicles, which is of little significance. Second, the supply chain of related parts is in short supply, and second, the production capacity cannot be filled.

Brand CEO response:

Not stop production, but a huge loss.

On the evening of February 23, in response to rumors, Dong Yudong, CEO of Great Wall Motor's Euler brand, wrote in Ola ORA App that the black and white cat stopped taking orders, not stopping production, but the company did encounter difficulties.

Dong Yudong said that despite the advantages of the industrial chain behind the Euler brand, this car still brought huge losses to the company. Take the black cat as an example. After the price of raw materials rose sharply in 2022, a single black cat lost more than 10 thousand yuan.

Dong Yudong said that it is helpless to stop taking orders. In the environment of lack of core and power, the cumulative number of orders for black and white cats waiting to be delivered to users has exceeded 20 thousand. According to the current production capacity, if the order is continued, the delivery of new orders will wait until the second half of 2022. In the next time, the company will actively look for raw materials, strive for the greatest resources, and quickly realize the delivery of existing orders.

In addition, Dong Yudong promised the owner that all after-sales services of black and white cats will continue to be maintained and will not be affected by the suspension of orders.

Suspected of making way for new products

According to public information, Euler is a new energy brand of Great Wall Motor. Euler currently has models such as Good Cat GT, Good Cat, White Cat and Black Cat.

From the price point of view, the prices of black cats and white cats in Euler are relatively low, below 6,543,800 yuan after comprehensive subsidies, while good cats are the largest models in Euler, above 6,543,800 yuan.

Source: Euler Auto official website

In terms of sales volume, black cat is the main sales model of Euler. According to public data, the cumulative sales volume of Euler Motors in 20021year reached135,000 vehicles, a year-on-year increase of 140%. Among them, the cumulative sales of black cats reached 63,000.

It is reported that the cumulative sales volume of Euler Black-and-White Cat reached 654.38+073 million units after its listing, and it won the title of single product sales for more than 50,000 yuan in A00 market for many times.

However, although it is a best-selling model, it is still impossible to do business at a loss. The huge loss made the company finally choose to press the pause button.

However, it is worth noting that the senior management of the Euler brand publicly stated in an interview that in the future, the Euler brand will mainly focus on products in the market of 65,438+10,000 yuan to 200,000 yuan, and will mainly focus on the price range of more than 200,000 yuan. Therefore, after the news that Euler Black and White Cat stopped taking orders came out, some insiders thought that this move was to make way for new products. It is reported that in 2022, Euler will also launch ballet cats, punk cats, lightning cats and other products.

In addition, another best-selling model, Good Cat, is still the company's best-selling product in terms of current sales volume, although the "core-changing door" caused controversy in June165438+1October last year.

According to the sales data of Euler Automobile, in June, it sold13,229 vehicles, up 29% year-on-year. Among them, 9020 good cats were sold in June 5438+ 10, up 333% year-on-year. In 202 1 year, the cumulative sales volume of Euler Good Cat was 5093 1.

Car companies have reduced production and sales.

The problem of chip shortage and rising raw material prices is not limited to the brand Euler. Since the beginning of 2022, the global core shortage has also continued to spread.

According to CCTV's financial report, due to the continuous shortage of automobile chips, the chips that were originally tens of yuan were even fired to several thousand yuan. But even so, uncertainty has become the most common word in the whole market. The price of chips is uncertain, the supply of chips is uncertain, and the delivery time after placing an order is also uncertain.

Faced with the problem of lack of core, major car companies have also taken measures such as reducing production, distributing, stopping orders and raising prices. For example, some BMW models announced the cancellation of the automatic trunk function, Audi only provided a remote control key before resuming production capacity, and some Tesla models were also reduced ... Some companies including Tesla, such as Weilai, Tucki and Guangzhou Automobile Aian, all increased their prices to varying degrees.

According to the latest data from AutoForecast Solutions, an auto industry data forecasting company, as of February 20th, due to the shortage of chips, the global auto market has reduced production by about 577,900 vehicles this year. Among them, the cumulative production reduction of China's automobile market remains unchanged, about 5 1 10000 vehicles, accounting for 9% of the cumulative production reduction of the global automobile market. Volkswagen's Wolfsburg factory has the largest reduction in automobile production in the world, almost equivalent to the cumulative reduction in other parts of Asia.

Although the problem of chip shortage continues to spread, many car companies still believe that this problem will be improved in the second half of this year.

For example, Herbert Diess, CEO of Volkswagen, said that Volkswagen has launched a chip early warning system, and Volkswagen engineers have identified about 65,438+050 technical alternatives to replace the shortage of semiconductors. Yan, CEO of Porsche China, also said recently that he hopes to find a solution to the chip shortage in the second half of this year.

On the other hand, with the comprehensive launch of the recent "East Computing and West Computing" project and the continuous efforts of domestic substitution, people in the industry have also pointed out that it will bring new opportunities to the semiconductor industry and promote the further development of the chip industry chain.