AutoBeta(AutoBeta.net)03/20 Report--

In less than a month, the price of Euler's car increased again. On the evening of March 19, Euler, a brand owned by Great Wall Motor, released the price adjustment explanation of the model. Euler Automobile said that due to the continuous sharp rise in the price of upstream raw materials, Euler Automobile will adjust the price of 2022 Euler Good Cat (including GT version) models, and the comprehensive guidance price will be increased by 6000-7000 yuan after subsidy. The price adjustment will take effect from 00:00 on March 23. Prior to this, users who paid deposits through officially designated channels such as the Euler App were not affected by the price adjustment.

At present, there is only one model of Euler Good Cat on sale under Euler Automobile. The 2022 model of Euler Good Cat has been booked on March 1, and the official selling price is 121,900 - 151,900 yuan. It is understood that the 2022 model Euler good cat provides 400km and 500km two endurance versions, each endurance version and according to different configurations launched two models, respectively 400km luxury 121,900, 400km luxury 131,900, 500km luxury 141,900, 500km luxury 151,900, a total of 4 models. For this price increase, Euler car official has not announced the price of specific models.

In the past 2021, relevant data show that the annual cumulative sales volume of Euler Black Cat is 63492; The annual cumulative sales volume of Euler Good Cat is 49900, and the annual cumulative sales volume of Euler White Cat is 20605. That is to say, Euler Black Cat is the best-selling model among the three models of Euler Automobile, but selling well does not mean that you can rest easy. For example, Euler Black Cat, although the sales volume of vehicles is relatively high, the overall profit is a loss.

According to the data, there are three models under Euler Automobile, namely Euler Good Cat, Euler White Cat and Euler Black Cat. Among them, Euler Black Cat and Euler White Cat are electric vehicles of less than 100,000 yuan under Euler brand (the guidance price of Euler Black Cat is 698 - 84,800 yuan, and the guidance price of Euler White Cat is 718 - 88,800 yuan), but only one model of Euler Good Cat is on sale.

On February 14, Euler Automobile issued a notice to 4S stores: All dealers stopped receiving orders for the two models of Euler Automobile Black Cat and White Cat from 0:00 on February 15. At the same time, promotional materials and displays of the black cat and white cat of the Oura car were also required to be removed. On February 23, Dong Yudong, CEO of Euler Automobile, responded that Euler Black Cat and Euler White Cat suspended receiving orders, not stopping production, and said that it was helpless to stop receiving orders. Dong Yudong said, Due to the sharp rise in raw material prices, Euler brand appeared huge losses, Take Euler black cat as an example, Because raw material prices rose sharply, Euler black cat every sell a loss of more than ten thousand yuan, Appear more sell more lose more phenomenon. According to Dong Yudong, stopping accepting orders from Euler Black Cat and Euler White Cat is not only due to production capacity (orders to be delivered reached 20,000 at that time), but also profit trend, because every time an Euler Black Cat is sold, it loses more than ten thousand yuan. Although Euler Black Cat is the best-selling model, it is intended to stop orders in time. Since then, Euler Good Cat has become the only model currently sold by Euler Automobile. Subsequently, on March 1, the commodity director of Euler Good Cat released a price increase explanation on Euler APP. Due to the sharp rise in raw material prices and the downward slope of new energy purchase subsidies, the official guidance price of Euler Good Cat GT version was adjusted to 147,000 from 0:00 on March 1, with a price increase of 12,000 yuan.

The latest data show that from January to February this year, the cumulative sales volume of Euler White Cat was 12460, and the price of Euler Automobile was adjusted twice in one month, which means that the sharp rise in raw material prices has a great impact on Euler Automobile. However, this year Euler brand will launch ballet cat, lightning cat, punk cat and cherry cat and other new cars, the price of these new cars will be more than 150,000 yuan, in order to drive Euler brand to continue to move forward, which also means that Euler car is developing to the middle and high-end market, as for Euler black cat, white cat when to resume receiving orders, Euler car officials have not yet responded, the industry generally believes that Euler stopped receiving black cat, white cat new orders, It is not excluded that Euler is preparing for the high-end transformation of the brand.

Returning to the topic of Euler's price increase, in fact, due to the rising prices of various raw materials and the decline of subsidies, it has caused great pressure on the cost of building cars. Therefore, many automobile enterprises have to announce price increases. In addition to Euler Automobile, on the evening of March 19, Weimar Automobile also announced that it will adjust the prices of models on sale. Weimar Automobile said that due to the continuous sharp rise in raw material prices and the tight supply of suppliers, Weimar Automobile will adjust the prices of models on sale. After comprehensive subsidies, the price increase range is 7000-26000 yuan. WeiMa said that the price adjustment will take effect from 0:00 on March 28, and users who have completed deposit payment before then will not be affected by the price adjustment.

In addition, according to incomplete statistics from the automotive industry, at least seven car companies have raised prices for their new energy vehicles in the past week, including Tesla, BYD, Nezha, Xiaopeng, geometric cars, zero-run cars, etc. The reason for the price increase is that "raw material prices continue to rise sharply." Yesterday evening, Li Xiang, CEO of the ideal car, said on his personal micro blog that the price increase of this round of new energy vehicles was mainly due to "the increase in battery costs is very outrageous", and then there will be car companies announcing price increases. It said: "At present, and battery manufacturers have contracted to determine the second quarter battery price increase brand, basically immediately announced the price increase." Most of the price increases that have not yet been negotiated will generally increase immediately after negotiation. Battery costs rose dramatically in the second quarter. War, politics, and epidemics have allowed car prices to appreciate, and the overall price of used cars in the United States has risen by 30%."

It is understood that the cost of power batteries accounts for as much as 30%-40% of the total cost of electric vehicles, while the price of power batteries is still rising. Relevant reports point out that the prices of lithium cobalt nickel and cathode materials in the upstream of power batteries continue to rise. Lithium, nickel, cobalt and other raw materials continue to rise in the second week of March, boosting the price of lithium iron phosphate, the cathode material of lithium batteries, by 3.7% month-on-month and 8% month-on-week on average. With the increase in vehicle costs, More car companies will announce price increases in the future.

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