Is Euler white Cat on the market a deliberate move by the Great Wall, or is it the struggle of "hanging by a thread"?

"What will the future hold for Great Wall?My life hangs by a thread."

On July 13, Great Wall Chairman Wei Jianjun's "reverse operation" became the focus of the industry.On the occasion of Great Wall's 30th anniversary, Mr Wei posed the question "will Great Wall survive next year?", promising to launch a "critical debate of life and death".

The jury is still out, but Great Wall's punch line continues.

On July 15, the Great Wall motor co. 's new energy brand third models - euler white officially listed, price range for 75800 yuan - 88800 yuan (subsidy), like stuff euler R1 positioning micro pure electric vehicles, NEDC comprehensive range of up to 401 km, with new baojun E300, zero run T03 or lower level of macro light over the same period such as MINI EV recruits realistically compete.

Before the significance of Euler white Cat to Great Wall Motor, only for euler brand, it is in urgent need of a new car rescue.

According to the June 2020 production and sales bulletin released by Great Wall Motor (HK: 02333), the monthly sales volume of Euler brand reached 2,635 units, down 29.96% year-on-year, and the total sales volume of 9,436 units in the year plunged 65.07% year-on-year.

In the field of micro pure electric vehicles, Great Wall or Euler used to become the market segment leader with Euler R1.Euler's current situation is very similar to that described by Wei Jianjun in his recent video: "Every successful past may block up the future. If we don't see subversive changes, it must be us who are overthrown."

So is Euler the White Cat a subversive change?

Euler White Cat photo source: Automotive company image

The market for pure microcars is changing

According to euler's official statement at the new car launch, euler White Cat and Euler R1 are built based on ME platform. There is little difference in size, endurance level, charging speed, acceleration performance, maximum speed and intelligent configuration between the two cars.

In terms of design, although euler White Cat and Euler R1 are both "adorable" and "cute" as design advocates, the former is described by its appearance design director as a "cat-like" cute, while the latter is a kind of lovely salute to classic cars.

Finally, in terms of price, the guided price range of Euler White Cat is 75,800 to 88,800, and the pricing range of Euler R1 is 69,800 to 79,800 to a certain extent.

In other words, compared with euler R1 of the same door, The product power and pricing strategy of Euler White Cat are hardly subversive changes, and there are only differences in design orientation.

However, euler white Cat has not had the subversive change, but has to face the micro pure electric car market storm change.

Compared with the launch of The Euler R1 in late 2018, the number of competing euler White Cats is now significantly higher.

Hongguang MINI EV (left) & New Baojun E300 (right

Only the new car recently launched, whether it is the new baojun E300 with impressive exterior interior design, or the zero run T03 featuring cost performance and intelligent driving assistance function, or even lower price, but with a poster to become "popular logo" smoothly broke the circle of macro light MINI EV, eula white cat is not to be overlooked rivals.

What's more, euler R1 with obvious homogeneity is also a competing product of Euler White Cat.

Competitive product bristly, Euler is still involved in quality storm a few days ago.Smoke billows from an Euler iQ in Baoding, Hebei province, on June 22.The incident is the second suspected spontaneous combustion accident of euler's new energy vehicle power battery, and the other occurred in August 2019, involving the Euler R1 car.

For the above two suspected spontaneous combustion incidents, Time Finance sent inquiries to the Public Relations Department of Great Wall Euler on the day of the incident to verify the incident and get further information, but so far has not received any reply.At the same time, the manufacturer has not yet announced the investigation progress or results of the incident.

Euler white cat to turn the tide into a "cat sheriff", the difficulty is not small.

Great Wall motor new energy process is not as ideal

Wei Jianjun said that Great Wall Motor's "life hangs in the balance", and the overall progress of Euler and Great Wall Motor on the new energy road is not as expected, which will be a key driver.

According to Great Wall Motor's strategic plan for Great Wall New Energy released in 2018, the White Cat, formerly known as Euler R2, was due to go on the market in Q3 in 2019 according to the original plan, but is now a year late.In 2020, Great Wall also plans to build a pure electric vehicle based on the COOPERATION platform of BMW, but there is no news so far.

On July 15, time Finance sent an interview to the public Relations department of Great Wall Motor regarding whether it had any new plans in the field of new energy this year. The other side said, "Yes, but we haven't revealed any more information yet."

Euler white cat interior picture source: network, infringement please contact delete

So far, Great Wall Motor has five new energy vehicles on sale, including three pure electric vehicles and two plug-in hybrids.Such a number is the lowest among the first-tier autonomous vehicle enterprises. Geely, Changan, SAIC and other companies have more than 10 new energy vehicles on sale.

Fortunately, in addition to vehicle production, Great Wall Motor's exploration achievements on the road of new energy are also reflected in the production of spare parts. Honeycomb Energy under Great Wall Holding will not only supply core spare parts for Great Wall Motor, but also develop external business.

In addition, the joint venture company Of Great Wall Motor and BMW Group, Beam Vehicle, has been progressing smoothly. The production base in Zhangjiagang has broken ground since June 2020, and is expected to be used for the development and production of pure electric MINI COOPER models in the future.

Great Wall, which has fallen behind its planned development on the road of new energy, needs to speed up its development if it wants to reverse the situation of "hanging by a hair".