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As the development trend of new energy vehicles becomes more and more obvious, the market competitiveness becomes more intense. Today, Volvo officials adjusted the price of the first pure tram XC40 again, which is consistent with the fuel version at 299,000 yuan, which means that the car officially reduced the overall price by nearly 60,000 yuan.

According to the current Volvo XC40 pure electric version guidance price adjustment, the new car from the previous 357,000 yuan to 299,000 yuan, the overall exploration of 58,000 yuan. At the same time, the new car also includes "3 years of free basic maintenance, 3 years of free warranty, 3 years of free road rescue, 4 years of free media traffic and lifetime free basic traffic" including the "premium package."

For a new car that has only been on the market for less than a year, such a sharp price cut will undoubtedly make some consumers who have bought some cold. Volvo has not said whether it will make up for the losses.

From the Volvo official price reduction behavior, in addition to the new car by the market competition pressure, but also in response to the recent brand launch of the global sustainable development strategy, XC40 launched the "oil and electricity price" policy to meet market demands.

Since the new energy vehicle market "Nova" Tesla brand, its official price reduction of its two models, favored by the market, of which Model Y model is the most obvious, on January 1 this year, the official price reduction of about 160,000, was reported to have received 100,000 orders, posing a threat to competitors.

Since January 27, BMW officials have announced that they will take the lead in official price cuts for their electric models, adjusting the price of their BMW iX3 innovation from 509,900 to 439,900, and BMW iX3 leading models from 469,900 to 399,900. At the same time, BMW will give cash compensation for vehicles sold, starting the first official price drop for luxury car brands.

Recently, there is news that the BMW Brilliance iX3 can be discounted by more than 20,000 yuan on the basis of the official drop of 70,000 yuan. This means that after the price reduction, the price of the pure electric version of the iX3 is lower than that of the fuel car X3.

Now Volvo has also officially cut prices on brands, which seems to indicate that price wars will become a norm in the electric car market. According to public data, Volvo XC40 RECHARGE has sold only 479 units in the whole year since it was officially launched in 2020, which shows that the situation is not optimistic.

At the same time, last night Volvo Cars also released its global sustainability strategy goal, which plans to achieve full electrification by 2025, when the proportion of pure electric models will reach 50%, the rest will be hybrid models; become a pure electric luxury car company by 2030; achieve carbon neutrality by 2040; and all pure electric models will only be sold online. "We are committed to becoming the market leader in the luxury brand electric-only segment," Volvo said.

It can be seen that electrification transformation has become an important part of Volvo Cars 'sustainability strategy, so the implementation of the "equal price of oil and electricity" policy is also to better promote the development of new energy vehicles.

The price reduction of brand models is a good thing for consumers, which will reach the reasonable budget of some potential consumers and push up sales. However, the price reduction is also a "double-edged sword". After all, the price reduction soon after the new car is launched not only damages the brand reputation, but also makes many consumers become "leeks". At the same time, consumers worry about whether the price of the model will be reduced in the future and temporarily do not consider buying a car. However, at present, the price instability of electric vehicle products is normal.

It is reported that XC40 pure electric is Volvo's first pure electric car, the new car is built based on CMA platform, equipped with front and rear double motors on power, comprehensive maximum power 300kW, maximum torque 660Nm, NEDC driving range of 420km.

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