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New Power brand ideal Automobile said on Weibo that due to the continuous sharp rise in upstream raw materials, the ideal car will adjust the ideal ONE price from April 1, 2022, and the national unified retail price will be raised from the current 338000 yuan to 349800 yuan, an increase of 11800 yuan. Users who previously paid the deposit through the ideal car App, the ideal car website and the ideal car retail center will not be affected by this price adjustment.

It is understood that the 2021 ideal ONE will go on sale on May 25, 2021, with a price of 338000 yuan. The new ideal ONE does not make much changes in appearance and interior, mainly in the software and hardware and configuration of the auxiliary driving system. According to the official website of ideal Automobile, the ideal ONE price is still less than 338000 yuan, and it is not expected to be adjusted to 349800 yuan until April 1st. based on the good market performance of the ideal ONE, consumers are expected to start with a lower price or drive the overall sales level of the ideal ONE.

Earlier, ideal Motor founder Li Xiang said on Weibo that the brands that have contracted with battery manufacturers to increase battery prices in the second quarter are brands that have not yet agreed on the rate of price increase, and that prices will generally rise after a deal is reached. From this point of view, the increase in the price of ideal cars is also expected.

After entering March, domestic new energy vehicle brands all announced price increases, including Tesla, BYD, Chery New Energy, Euler Automobile, and so on, while among the new power brands, including Xiaopeng Automobile, Zero running Automobile, Nahan Automobile, Weima Automobile and so on, they have also announced price increases one after another, while the leading brand, Lulai, has no plans to increase prices for the time being.

On March 18, Naha, Weimar and Xiaopeng announced price increases. Naha's models on sale range from 3000 yuan to 5000 yuan, zero running C11 models rose by 20000 yuan to 30000 yuan, and Xiaopeng's models on sale increased by 10100 yuan to 200 million yuan. It will take effect from 00:00 on March 21. According to the official website, the current price range of Xiaopeng G3i is 16.89-203900 yuan, Xiaopeng P5 is 17.79-242900 yuan, and Xiaopeng P7 is 23.99-429900 yuan. In addition, Weimar announced a price increase for its models on March 19, ranging from 7000 yuan to 26000 yuan after a comprehensive subsidy, which will take effect from 00:00 on March 28.

So far, Xilai is the only mainstream new power brand that has not yet announced a price increase. Xilai previously said that price stability is good for users and the market, and that it has no plans to raise prices in the short term. At present, the cost of the whole supply chain has changed greatly because of the international raw material price and the supply and demand of chips. Xilai Motor will also make flexible decisions according to changes in the objective environment. A Qilai insider said that although the current price of NIO's products has not increased, the prices of the 2022 Lulai ES8, ES6 and EC6 may change after that.

Affected by the increase in the price of power battery raw materials, the increase in procurement costs of upstream battery suppliers leads to an increase in power battery prices, and it is inevitable for car companies to announce price increases. For car companies, the impact of price increases is still great, when product prices rise, the competitiveness of products will decline, and then affect sales, especially mini electric vehicles, because mini electric vehicles themselves win on the basis of performance-to-price ratio. the decline in product competitiveness is particularly obvious after the price increase. Take Euler car as an example, Euler Black Cat and Euler White Cat made a loss when they sold in the context of rising raw material prices for power batteries, and finally had to announce a suspension of sales, on the one hand, to reduce losses, on the other hand, to avoid having a greater negative impact on the brand.

Although the price increase has caused varying degrees of impact on new energy vehicle companies, but more exposed the challenges and shortcomings faced by new energy vehicle companies. After a round of general rise, the prices of some new energy vehicles have been significantly higher than those of the same class of fuel vehicles, although in the context of simultaneous rise in oil prices, it has increased the use cost of traditional fuel vehicles, which will stimulate consumers to choose new energy vehicles, but the rise of new energy vehicles will prompt some consumers who sway between new energy vehicles and fuel vehicles to give up new energy vehicles. But consumers have no way not to consider the actual cost of buying a car. Cui Dongshu, secretary general of the Federation of passengers, said that the general rise in the price of new energy vehicles is a measure taken helplessly by downstream car companies after successive price increases in the upstream supply chain, compared with the cost resolution capacity accumulated by fuel vehicle production for many years. At present, new energy vehicles are more vulnerable to cost constraints, and the price system is still immature.

It is worth mentioning that the plug-in hybrid model is not without a price increase, because its electricity is relatively small compared to pure electric vehicles, so the price increase is not large. Take BYD as an example, the models with an increase of 3000 yuan are mainly plug-in hybrid models, while those with an increase of 6000 yuan are mainly pure electric models. People in the industry said that the rise in oil prices has played a limited role in promoting the pure tram market, and the performance of pure electric vehicles is mediocre in the price range of 10-200000 yuan for the largest consumption volume in the fuel vehicle market.

Of course, under the industry environment of the "double carbon" goal and the gradual popularity of new energy vehicles, the new energy vehicle market is still in the growth period, and the market demand will continue to grow. However, it is expected that the price rise of new energy vehicles may continue into the second half of the year, and more car companies will announce price increases in the future. Price increases are still the general trend of new energy vehicles, and as for continuing to attract the vast number of "rigid demand" consumers, it may become a key issue to determine the future market pattern.

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