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Recently, a brochure from the ES6 of Lulai Automobile has been widely circulated on the Internet, saying that the new generation of smart SUV ES6 under the company is only 233000 yuan after being subsidized.

Judging from the contents of the brochure, a red Ulai ES6 top matching model with a subsidy price of 233000 yuan is the most prominent position in the brochure, with words such as 0 yuan power exchange, 0 yuan lifetime warranty, 0 interest rate and so on. From this point of view, focusing on the high-end brand series of models, it is indeed attractive to start selling at a price of more than 200,000.

However, a closer look at the words below shows: choose a battery rental scheme, and individual users licensed in 2019 will enjoy a lifetime power exchange service. This very small word is really difficult to read if you don't check it carefully.

What this means is that consumers have to choose a battery rental service previously launched by Ulay, in which battery rental can get a price reduction at the model guide price and pay different battery rents each month according to different battery capacity. At the same time, the state will give subsidies according to the battery capacity of the model you buy, and finally get the purchase of the benchmark 84kWh version of ES6. After choosing to rent the battery service, the price of the vehicle is 233000 yuan. In fact, it is equivalent to paying the battery rental fee every month after giving 233000 yuan, and the actual price of the model is 358000 yuan.

Netizens still know the real reason for the starting price of 233000. Some netizens think that NIO is too unkind and break down the total price of the car body into many parts to sell.

In fact, when NIO launched the ES8, it already began to sell the ES8 in this way. the purpose of launching such a leased battery scheme is, on the one hand, to find living space in the electric vehicles from the high end to the low end of the market, and on the other hand, to realize the promise that "it is more convenient to power up than to refuel." At the same time, it can also use this kind of reciprocating service to keep customers sticky.

According to the sales data of ES6, it has maintained a growing trend since it was launched in July. In September, it ranked first in the new power with a cumulative insurance number of 1972, of which the number of ES6 in September was 1659, accounting for more than 80% of NIO's total sales. At the same time, it has continuously appeared in the top 10 list of new energy vehicle sales. After all, the price is lower than that of ES8,ES6, and you can experience the same "high-end" service.

Advertising that relies on various "gimmicks" to market products is nothing new. After all, only by constantly praising the advantages of products can we better capture the hearts of consumers. In this regard, consumers still need to carefully understand the specific situation and choose carefully when buying products.

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