Traditional car companies can not sell Tesla and Azalea, because they have not understood the nature of the electric car

A few years ago, when the new energy vehicle market emerged in the country, the new car-making forces blossomed, I had a point of view - "good new energy vehicle products, but also to look at the traditional car companies". But from the new energy vehicle sales charts in recent months, the reality seems to be giving me a slap in the face:

May Model?3 sales of 11,095 units, close to the sum of sales of 2-4;

June Model?3 sales of 14,954 units, more than the sum of sales of 2-4;

July Model?3 sales of 11,014 units, more than 2-4 sales;

July Model? In July, the Model?3 sold 11,014 units, more than the combined sales of the top two and four vehicles. ......

If you add in a qualifier of "$300,000+," the Azera ES6 is in a steady second place. And in the electric SUV segment, the ES6 has been No. 1 for months.

Why do traditional car companies with tens of hundreds of years of experience in building cars lose out to new car makers in the field of electric vehicles? I think it's because they haven't figured out the nature of electric vehicles! Or figure it out, but the power is not enough.

The essence of the electric car is a "better experience"

First, we have to consider the question: "Why do we need electric cars?" For the world, it is to use cleaner energy to protect the earth's environment; for the country, it is to protect the environment as well as a kind of energy strategy; for some manufacturers, it is to respond to the policy and get more subsidies; for consumers, "I drive a fuel car well, why should I buy an electric car?"

So the emergence of electric cars, the purpose is to beat the fuel car! Any new thing that wants to replace an old thing must be able to provide a "better experience"! Even if you can outperform an EV in its class, if you don't have an advantage over a fuel car in the same class, you're still not going to impress the consumer. For this point, Tesla and Azalea began to think very clearly, while many traditional car companies are still trapped in the "circle" of competing for mileage. Range is not unimportant, but TA is only a small part of the "better experience". The author believes that the electric car wants to replace the fuel car, the competition is no longer pure product power, but the entire buy car, car ecological integrated strength, let's call it "ecological power".

The moment you enter the store, the competition has begun

March 26, 1999, Guangzhou Honda will 4S store sales model introduced into China, China's auto market has entered a period of rapid development since then. 4S store sales model of the development of China's automotive industry has played a considerable role in promoting the role of the automotive industry, but after so many years of development has also fallen a lot of "persistent problems".

The 4S store sales model has played a small role in promoting the development of China's automobile industry, but after so many years of development has also fallen a lot of "stubborn".

For example, the financial service fee, a luxury brand last year because of the "hood crying" and financial service fee on the hot search. To this day, there are still many consumers who are charged the fee when they take out a loan to buy a car. This is the first time that you have to buy a car with a loan in order to ease the financial pressure, and you suddenly have to pay more than an unspecified financial service fee, in the end, what is the service?

There are also restrictions on the first insurance, often 4S stores will require the first insurance in the designated insurance company to buy. You should know that the number of insurance employees in China exceeded 8 million two years ago, and who doesn't have a few friends in the insurance industry around them? If you can buy through friends can have a discount, 4S stores this bundle is not in disguise to increase the cost of consumers to buy a car?

Additionally, buying a traditional branded model at a 4S store will also encounter licensing fees and even price increases for picking up the car. On the contrary, Tesla and Azera have no financial service fee, no license fee, and no insurance, making it simpler and freer for consumers to buy a car. Do not underestimate these "small money", the purpose of sales is to make consumers feel that they take advantage of the new car-making forces, such as Tesla and Azalea, undoubtedly more successful in this regard. Perhaps the same performance of the electric car, the traditional car companies, even with the addition of financial services fees, licensing fees and other costs, or cheaper than Model?3, ES6, but consumers will feel that Tesla, Azalea is more valuable.

Range ≠ product power

Why do we say "equal performance" instead of "equal product power"? The reason is that the product power of an electric car can't be summarized by simple acceleration, range, space, and so on. The NEDC range of the domestic Model 3 entry model is 445km, and the range of the entry model of the Azera ES6 is 420km, which is simply "weak" for the new cars of traditional automobile enterprises that often have a range of 500 or 600 miles. Why are the Model 3 and ES6 still so popular?

In fact, it is still back to the essence of the electric car, compared with the fuel car what is the advantage? ?Model?3 through OTA to shorten the 100km braking distance by 6 meters, fuel cars can only change the tires and calipers, right?ES6 by making up the difference in price can be replaced by the latest 100kWh battery pack, fuel cars can change the engine?Model?3 in 2019 through eight OTA upgrade, improved performance, added games, optimized autopilot function, fuel cars can only change the car, right?

So those areas of advantage over fuel cars are the core of product power! Day by day than the range, even if you range to achieve the industry's first, you can beat the fuel car? A few kilometers from a gas station in a first-tier city, even if the range of 200 kilometers of sports cars are still not panic, there is no comparability. So range is only part of the product power, and as battery technology advances and infrastructure improves, the role of range will become less and less.

Buy the car and that's the end of it?

Traditional car companies of electric vehicles, consumers pay money, pick up the car, and the manufacturer's contact is basically over. But electric cars are not like fuel cars, ah, even if the infrastructure is improving year by year, but consumers will still encounter the problem of charging difficulties. Especially the price point of 10-20 million electric cars, consumers have a charging pile is not a high percentage, some areas even if you have a parking space, the property is not allowed to install.

Tesla and Azera's great thing is that early on the layout of the energy sector, and this is in the user's entire car cycle, something more important than range. Tesla said at the beginning of the year that it would add 300 new supercharging stations in China this year, including more than 4,000 super charging piles, and also including a portion of V3 super charging piles. Keep in mind that this number will be double the total number of supercharging piles in the past 5 years! The NIO?Power department was also set up early, and in the two years since its launch, it has charged more than 250 million kWh of Azera and other brand vehicles, and completed nearly 400,000 recharging services with "One Key Recharge"!

It's true that there's still a gap between electric cars and fuel cars in terms of ease of use, but we can see that Tesla and Azalea are working hard to narrow that gap. What about traditional car companies? It is true that there are traditional car companies in the infrastructure layout, but more often than not, "charging pile has been given to you, take care of it.

Written in the end: In fact, the author's previous point of view, to the present is still not wrong, a lot of traditional car companies to build a new energy vehicles do in the performance, range, space and other aspects of the industry's leading. But the narrow product power is excellent, but not strong enough to support the ecological force, sales can not be understood.

Why do so many car companies have dozens of hundreds of years of experience in car manufacturing, but in the new energy vehicles lost to Tesla and Azure? Because it's a "new" energy vehicle, and they're still stuck in the "old" energy box!

This article comes from the authors of the automobile home car, does not represent the views of the automobile home position.