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Volvo recently announced that the RECHARGE T8 (plug-in hybrid) model will be sold directly to users in Shanghai, where users will enjoy a fair and transparent uniform price and a simpler and more convenient car purchase process. After changing to the direct sales mode, the price of Volvo plug-in hybrid models has been reduced to varying degrees, with a maximum reduction of 135000 yuan.

Specifically, the direct price of the S60 RECHARGE T8 is 33.39-382900 yuan, of which the Zhiyi deluxe version is reduced by 66000 yuan and the Zhiya sports version is reduced by 79000 yuan. The direct price of S90 RECHARGE T8 is 38.99-478900 yuan, of which the price of Yi deluxe version is 110000 yuan, and that of Zhiya sports version is 135000 yuan; the direct price of XC60 RECHARGE T8 is 42.79-488900 yuan, of which both Zhiyuan deluxe version and Zhiyuan sports version are reduced by 100000 yuan; Zhiya luxury version is reduced by 115000 yuan; and the direct price of XC90 RECHARGE T8 is 733900 yuan, which is 111, 000 yuan lower than that of other regions.

It is understood that Volvo currently achieves four domestic models in China, including S90, S60, XC60 and XC40, of which S90, S60 and XC60 launch plug-in hybrid models on the basis of fuel vehicles, which are much more expensive. For example, Volvo S60 official guidance price range is 29.69-384900 yuan, while S60 RECHARGE T8 official guidance price is 39.99-461900 yuan. In the era of rapid development of new energy, as a mixed model based on fuel version, such a high price also means that its market performance is not very optimistic. Take September sales as an example, Volvo S60 RECHARGE is only 81, Volvo XC60 is 190, Volvo S90 is 197, monthly sales are basically at the level of 100, which is outside the top 100 of the new energy list.

As for why the direct operation model is implemented in Shanghai, the officials did not disclose the specific reasons, or have something to do with the new energy policy in the Shanghai area. On March 2 this year, Volvo said that when it is fully electrified in 2025, the proportion of pure electric models will reach 50%, and the rest will be hybrid models. In 2030, it will become an all-electric luxury car company, when the company will only sell pure electric vehicles. All cars with internal combustion engines, including hybrid cars, will be phased out globally. In 2040, we strive to become a climate zero-load benchmark enterprise, and all pure electric models will be sold online only.

While accelerating electrification, Volvo also adjusts its existing sales model to promote the online direct sales model. It is understood that all Volvo pure electric models will be sold only online, and by 2025, the sales of all electric models online will account for half of Volvo's total.

Why do traditional car companies gradually advocate direct sales? Looking at the current electric vehicle market, new car-building forces such as NIO, Xiaopeng, ideal and Tesla without exception adopt the sales model directly operated by manufacturers. For traditional car companies, the new power of direct mode of car building has had a certain impact on car sales, and have begun to transform into direct operations, such as Volkswagen's ID. The family adopts the direct operation mode.

Bypass the traditional sales model, product prices are more transparent, in the case of abandoning the "middleman", the price of products is also expected to be further reduced. At the same time, through the direct marketing mode, manufacturers will have more direct contact with users and the market, and be able to respond to the changes of users and the market more quickly.

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