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On October 20th, the Buick brand of SAIC GM announced a new avant-garde version of the Buick Electra E5, priced at 169900 yuan. It is understood that Buick Electra E5 positioning in the large-scale pure electric SUV, is the first Buick based on the Orteneng pure electric platform to build a pure electric vehicle, using the latest Buick LOGO and the latest family design language, the price range is 20.89-278900 yuan. In other words, the price of the Buick Electra E5 avant-garde version is 39000 yuan lower than before, or even cheaper than the sedan SUV Buick Electra E4, which is officially priced from 189900 yuan.

According to the configuration comparison, the Buick Electra E5 pioneer version reduces the external rearview mirror electric folding / locking automatic folding / reversing automatic flipping / memory, open panoramic skylight, electric sunshade, steering wheel heating, mobile phone wireless charging, main driving seat 8-way electric adjustment / memory, auxiliary seat 6-way electric adjustment, front seat heating, etc. After the configuration is reduced, the guidance price will be reduced by 39000 yuan.

In terms of power, the Buick Electra E5 pioneer version is consistent with the Zhihang and Zhenxiang standard continued models, equipped with a maximum motor power of 180kW, a peak torque of 330N ·m, a 68kWh ternary lithium battery and a maximum mileage of 545km under CLTC conditions. In terms of charging, DC charging (30-80%) time is 28 minutes, 7.2 kilowatt single-phase AC charging time is 10.8 hours, 0-100 km / h acceleration time is 7.6 seconds, the maximum speed is 180 km / h.

Buick brand will reduce the price of Buick Electra E5 to the range of 170000 yuan, which still has a competitive advantage. Compared with its own brand model, this model is basically the same as the BYD Song PLUS EV (starting from 169800 yuan), but the latter is a compact pure electric SUV, which does not have an advantage in space compared with Buick Electra E5. Compared with the joint venture brand model, the car is of the same level as Volkswagen ID.6, but its price is more than 200000 yuan, of which the preferential price of SAIC Volkswagen ID.6 X is 20.99-243900 yuan.

Price war has become a main theme of the current new energy vehicle market. Since August, more than 10 car brands have announced different price cuts to participate in the market competition, and in this competition, especially the joint venture brand's attitude towards the Chinese market has also changed. According to a report released by the Federation, the market share of self-owned brands was 50.7% in the first three quarters of 2023, 21.0% in Germany, 17.2% in Japan and 8.4% in the United States.

For a long time, the product pricing of joint venture brands is much higher than that of independent brands, especially in the new energy vehicle market, which is also the reason why the performance of joint venture new energy vehicles in the market has been relatively low. With the development of independent brands in the new energy vehicle market, independent brands begin to erode the market of joint venture brands, which are facing unprecedented market challenges, especially in the field of new energy vehicles. In this context, joint venture brands have launched a counterattack. In April this year, the Buick brand launched the Electra E5, a medium-to-large SUV with a price starting at 208900 yuan, which is much cheaper than the same class of models. Since its launch, Buick Electra E5 has sold 17169 vehicles, including 4868 in September, according to the data.

In addition to Buick, Nissan, Honda, Toyota, Volkswagen and other joint venture brands also began to introduce a new policy of preferential car purchase, the implementation of "gas and electricity at the same price" strategy. Volkswagen, for example, currently sells ID.3, ID.4 and ID.6 models sold through FAW-Volkswagen and SAIC-Volkswagen at broken prices, of which ID.3 offers a maximum discount of 37000 yuan, starting from 125900 yuan after the discount, and can also enjoy an insurance subsidy of 3000 yuan in the first year. A few days ago, the SAIC GM Buick brand announced the official launch of the 2024 Buick micro-blue 6 430km version, with a total of two configuration models, the comfortable version and the more enjoyable version, priced at 112800 yuan and 115800 yuan respectively. It is worth mentioning that the car can enjoy the official limited discount, after the discount price from 99800 yuan, limited to 5000 cars, enjoy Buick brand 8 years / 160000 km three electrical quality assurance service.

Joint venture brands also want to attract consumers through price reduction, and there may be some opportunities, but under the background that independent brands have become the mainstream of the market, price reduction is not necessarily useful. after all, the current consumer examination of automotive products is no longer focused on the price, but on the product itself. Therefore, in the context of price reduction, car companies also need to invest more energy in the research and development of new technologies.

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