starts at 59,900 yuan. Can Hezhong rely on Nezha's V impulse?
On November 3, Hezhong Automobile’s third product, Nezha V, was officially launched. The new car offers two versions of 401km long range and 301km standard range. There are four models in total. The official guide price range is 59,900 after subsidies before December 31. -75,900 yuan.
Compared with the previous Nezha U, which is priced at 139,800 yuan, the price of Nezha V conveys a message: In addition to the road of brand and product improvement, Hezhong Auto has "added" a road that is easier to open sales. Race track. The
has a range of 301km and a price of 59,900 yuan. Nezha V is aimed at meeting the small-scale pure electric market mainly for urban mobility. Behind the conversion of the product target market is the sales volume at both ends of the new energy market, while the mid-end market is slightly embarrassing.
In the 300,000 yuan new energy market, Tesla relied on domestically produced Model 3 sales to exceed 10,000 for several consecutive months. The cumulative sales in the first nine months reached 79,900. The new domestic power represents the cumulative sales of NIO in the first nine months of 26,000. The ideal ONE, which was delivered in December last year, has sold 18,000 in the first nine months, and the cumulative sales in October have exceeded 20,000. At the other end of the
, in the new energy market of less than 100,000 yuan, the cumulative sales of the Euler Black Cat, which is priced close to Nezha V, reached 21,000 in the first 9 months. In the second half of the year, the lower-priced Hongguang MINI EV showed a dark horse trend, with monthly sales exceeding 20,000 units in September. At the time when many new forces hit the high-end market, the entry-level models with sales "out of the circle" proved that pure electric vehicles below 100,000 yuan also have huge market demand. Especially in licensed cities like Beijing and Shanghai, the "benefits" of free and unlimited new energy licenses make these entry-level pure electric vehicles seem extremely cost-effective.
In contrast, mid-range pure electric vehicles priced at 100,000 to 250,000 yuan have very few explosions in the market, and only GAC Aion S has better sales. Nezha U, which is priced from 139,800 yuan, is in an embarrassing situation in this market. According to data from the Federation of Travel Services, since its listing in March, Nezha U has sold 3,104 vehicles this year. Both are new forces in car-making. The cumulative sales of Nezha U in the two quarters of sales are only equivalent to Weilai’s monthly sales, and the price of a single car is only half or even lower than that of Weilai’s models. In addition to the unfavorable market situation, the relevant new energy incentive policies also send signals that make the entry-level market more optimistic. For example, this year’s new energy to the countryside policy has promoted the sales growth of new energy vehicles in the sinking market. The Nezha N01, priced from 66,800 to 77,800 yuan, was also selected as a rural model in July this year and launched for this purpose. Nezha N01 Youth Edition at a lower price. It can be said that Hezhong’s low-price route actually "has already begun."
Although the low-price market is easier to "out of the circle", the new energy market of 50,000-70,000 yuan has also shown signs of model grouping. For example, brands such as Chery New Energy, Baojun, Euler, and Zero Run are all in this price range. There are models launched. In terms of price, after Nezha V goes on sale, it will face Chery Little Ant, Euler Black Cat, and Zero Running T03.
Under such circumstances, does Nezha V, as a new entrant, still have a competitive advantage?
In terms of product strength, Nezha V is likely to "out of the circle" because it is taking the route of dimensionality reduction. As far as other new energy models in the same pricing range are concerned, the existing models are positioned as mini-cars, and Nezha V is positioned as a small SUV, which has more advantages in body size. Among the Chery Little Ants, Euler Black Cat and Zero Running T03 that have been on the market, the largest Zero Running T03 has a body size of 3620/1652/1577mm, while the Nezha V has a body size of 4070/1690/1540mm. Although the size cannot tell everything, it is the basis for ensuring comfort, which makes the Nezha V slightly better.
Nezha V told the market with the "price reduction" route that a small SUV is ushered in the pure electric vehicle market of 50,000-70,000 yuan. In addition to the size of
, Nezha V also has a certain price-quality advantage in the interior and configuration. I have tried driving a car at the same price as the Nezha V, and the "plastic feel" of the interior is particularly prominent. Limited by price and cost, this is understandable, but for newcomers, if you can upgrade the interiorWill become an important bonus item. Nezha V has achieved this. The 12-inch digital instrument screen and the full-touch 13-inch central display significantly enhance the sense of technology and interior texture. Among the 50,000-70,000 yuan models, the two large screens of Nezha V are quite convincing in terms of quality and price. At the same time, the one-piece open front space and through-type air-conditioning outlet design also make the Nezha V cab look extraordinarily atmospheric.
However, the real "value" of Nezha V is hidden behind the interior. This car is equipped with a six-core processor. In terms of AI voice, it can achieve 9 major wake-up-free voice control, and it also supports voice control without network conditions. At the same time, Nezha V also supports full-scene remote control. Currently, it can remotely control Xiaomi brand smart devices.
At the same time, Nezha V is as comprehensive as possible in terms of intelligent safety configuration, including front collision warning (FCW), traffic light recognition (TLR), pedestrian collision warning (PCW), and anti-running deviation. Active safety configuration such as the lane departure warning (LDW), the anti-collision intelligent driving recorder (DVR) and the intelligent high and low beam (HBA), as well as the popular vital signs monitoring system.
As far as configuration is concerned, Nezha V is not inferior to 100,000-class models, which will strengthen its "dimension reduction blow" advantage of quality and price, and also shows that Hezhong Automobile wants to use Nezha V" Impulse" ambition. Zhang Yong, co-founder and CEO of
Hezhong, stated on his social platform that Nezha V is confident to sell 5,000 vehicles a month.
As far as new car-making forces are concerned, mass production landing, qualified sales, company listing... are all barriers that have to be crossed. Hezhong Automobile has already ushered in its third mass-produced car, and there is an urgent need for a model with qualified or even hot sales that can move itself closer to the head. At present, it seems that Nezha V is very likely to "impulse" success. On the road of Nezha V impulse, consumers will also obtain a product with a high quality-price ratio from a new energy vehicle of 50,000-70,000 yuan.
This article comes from the author of Autohome and does not represent the viewpoint of Autohome.
