Do you think you bought a new car? In fact, they are all used cars.
The author Yu Jia, personal ID “modern” (ID: style-modern)
In the beginning of 2020, the sudden new coronary pneumonia epidemic has brought a lot of impact to all walks of life. The “cold winter” of the auto market superimposed the impact of the epidemic, which has caused a sharp increase in the pressure of the automotive industry.
However, although the new crown pneumonia epidemic has affected the automobile industry, with the introduction of policies to encourage automobile consumption in many places, the auto market after the outbreak contains business opportunities.
After all, in the epidemic, public transportation has become less convenient and reliable than before. This has prompted many families to put a car on the agenda.
Interestingly, the author observed that many car owners did not decide to buy Tesla before, but after market inquiry research, they finally chose Tesla.
For example, other provinces and cities outside of Beijing, buy Tesla to send a new energy license plate, this is the only reason to buy a car.
Have always held the view that cars are worthless, license plates are valuable, and license plates are scarce resources. In order to have a number plate, it is totally worth buying a new energy vehicle.
And the troublesomeness of renting a license is much more complicated than buying a car. Despite the 4s shop, relatives, friends, and acquaintances are renting number plates in private. But this is a legal gray area after all, nothing is possible, if something goes wrong, it will be more difficult. So if you do n’t get the license, you will have a lot of trouble buying a car.
Now you can buy a car and give a license plate, which is an important decision factor for many car owners .
There is a view called “ You think you are buying a new car, but in fact all used cars “. According to the current consumption trends, it is difficult for a car to be scrapped by the owner, so it is necessary to consider the future performance of the car in the second-hand market.
Possible owners who shake their new energy licenses will be forced to choose SUV models with a longer life cycle because of the low residual value of new energy vehicles and the inactive second-hand market.
As we all know, the low value retention rate of electric vehicles is also an important reason for the poor sales of high-priced electric vehicles. According to the “2019 China Automobile Preservation Rate Report” released by the China Auto Finance and Preservation Rate Research Committee, from the perspective of the one-year preservation rate of new energy vehicles, the top five are Tesla Model X and Tesla Model S , Buick VELITE 5,For Volvo S60L and BYD Song DM, the retention rates are 74.98%, 71.42%, 60.67%, 58.43%, and 58.05% respectively.
Except that Tesla can maintain more than 70%, the remaining value of other models is generally low. From the first day of buying home, it has begun to depreciate significantly.
It seems that this car will be driven for several years, so it is possible to get it in one step as much as possible. It is estimated that the car purchase price will be 50W +. After all, there are business occasions, so buying a car brand still needs to be considered.
In this way, luxury brand new energy vehicles have three options:
1 Tesla MODELS
2 Volvo POLESTAR
3 Mercedes-Benz EQC
Exclusion method.
The first thing to exclude is Mercedes-Benz EQC.
Mercedes ’new electric car belongs to Schrödinger ’s cat, and there will be no major problems with quality, but I am not sure.
But generally speaking, the first batch of production lines are still purely domestically produced vehicles, and the owners report cautious suspicion.
And, this car is very expensive, and the price / performance ratio is not enough.
At present, the prices of electric vehicles of foreign luxury brands are relatively high. For example, the starting price of Audi’s e-tron is nearly 700,000 yuan, the starting price of Mercedes-Benz EQC is also about 580,000, and the starting price of Jaguar i-pace is 630,000 yuan.
The second thing to exclude is Volvo POLESTAR.
Volvo is an extremely trustworthy brand, and it is not exaggerated. It belongs to the global senior professionals first. Not long ago, netizens picked up, and Dr. Zhang Wenhong also opened Volvo. And the star exterior and interior are very elegant and very design. And this beauty is the beauty of cultural high IQ.
But there is no current car in the low-end version. According to , the current flagship store Polar Star only has 1 series sports cars, and 2 series cars have no test drive.
This leaves Tesla.
Although there are various brands on the market, you really have to make a decision to buy them, so there are just a few. Convenience, such as charging piles, cruising range.
andPeople with stronger spending power are not sensitive to price but sensitive to brand. This is also the usual decision-making process for luxury brand owners.
Sometimes the market looks dazzling, but the options offered are few. Coupled with normal people buying cars, there will be certain conformity psychology, because the more people who buy, the more after-sales outlets, and the problems are better solved , at least post online to ask something, and some people reply Not?
The too small BOUTIQUE aesthetic is that when you look at the car pictures, you feel that you are yearning for it. However, if you really look at the real car, you will find various inconveniences, such as the need to book a car a long time in advance. If it is not a regular color, then it takes more money and more time to repair the paint in an accident.
Tesla wins due to various factors such as the development process of the new energy vehicle itself, the value retention rate, and brand awareness. Not because of how good it is, but because competitors are too incapable of fighting.
About the Author:
Yu Jia, former chief marketing officer of artificial intelligence startup Yushi Technology, former researcher of Mercedes-Benz China Research and Development Center, media messenger of China and Germany. Her self-media “Modern” focuses on consumer trends and lifestyles.