Before reading, please click on the word "Follow" above. Thank you for your support. We will bring you more valuable content. When it comes to electric bicycles, the first thing that people think of may be traditional electric vehicle brands such as Emma and Yadi. In fact, in fir

Before reading, please click on the word "Follow" above. Thank you for your support. We will bring you more valuable content

Speaking of electric bicycles, the first thing that people think of may be traditional electric vehicle brands such as Emma, ​​ Yadi, . In fact, in first- and second-tier cities, Internet brands such as Mavericks and are also common. At present, it is also one of the two most powerful Internet brands. The once popular Maverick electric vehicle has suddenly become very low-key in recent years and its popularity has disappeared! What is the reason for this? What happened?

What kind of company is Maverick Electric ?

Maverick Electric was established in 2014. The founder is Internet tycoon Li Yinan . With a wave of Internet people, he created an electric brand for young people. It focuses on two-wheel smart lithium batteries. In 2015, it released its first electric car, Maverick NIU N1, with a crowdfunding price of 3,999 yuan. It is mainly sold through online channels, with cumulative sales exceeding 10,000 units.

In 2014, the price of 4,000 yuan was already the ceiling for traditional two-wheeled electric vehicles. This price was enough to amaze peers!

Since then, Mavericks has been active in the technology circle as a high-end "alien" of electric vehicles, disdainful of being associated with traditional electric vehicles. Mavericks’ online press conference also pioneered the evolution of traditional electric bicycle companies from investment conferences to press conferences, setting off a wave of press conferences in the electric vehicle industry. In addition, electric vehicles have also given birth to a new category - "cow-type vehicles" with a square appearance.

After all, how awesome is the Mavericks? After all, two-wheeled electric vehicles are inseparable from offline after-sales and services. Online sales alone, annual sales of 100,000 units are already an astronomical figure. Seeing that the sales volume is not increasing, although it looks full of style on the surface, when it comes to hard power, it is still "beaten" by Yadi and Emma.

In 2018, Mavericks chose to IPO on the New York Stock Exchange. At the same time, offline stores began to be laid out. However, Mavericks lithium battery products are too expensive, with an average unit price of more than 4,000 yuan, and sales are still difficult to improve.

To this end, Mavericks has also launched the mid-to-low-end brand GOVA, which is a reduced version of Mavericks. It focuses on the mid- to low-end. Although sales have improved, and even achieved one million sales in 2021, the unit price is too low, and it has fallen into competition with traditional brands.

Why is Mavericks becoming more and more low-key?

Mavericks’ early advantage was that it relied on the Internet circle to attract many fans and had its own unique modification culture and marketing style. It was unique in the electric vehicle industry and became a model for many friends to learn from. However, everything is always not as expected!

After the new national standard was promulgated, it was clearly stipulated that modifications of electric bicycles were prohibited, which undoubtedly "broken off" an arm of Mavericks circle culture. The calf’s “soul” is dead.

Secondly, Mavericks’ main audience is young consumer groups in the first and second tiers, but most of the first and second tier cities are cities where motorcycles are prohibited, and Mavericks’ main model is the N series, which forced Mavericks to abandon electric motorcycles and switch to comprehensive national standardization. However, the performance of national standard cars is basically a joke.

Finally, what makes Mavericks proud is its intelligent configuration. However, in the process of making Mavericks smart, another No. 9 true smart electric car came out, which caught Mavericks off guard.

Mavericks Electric’s three paths of differentiation: “modification circle culture”, “high-performance electric motorcycles” and “intelligence” are all blocked.

currently relies on mid- to low-end GOVA models to maintain sales, but its profit margin is much lower than that of the NIU series.

Mavericks’ high-end models have no sales volume, and mid- to low-end models cannot compete with brands such as Xiaodao, Golden Arrow, and No. 9 regardless of price. This puts the Mavericks in a dilemma. The Mavericks are now "surrounded" and don't know where to find a new way out? I think the only way to survive is overseas! Guys, what do you think about this? Your messages are welcome!