Weilai's expectation, maybe ES7 might be given?

This article was original by Sutoo123

Author / Hao Danchun

It should still tell a new story to the market with real capabilities, but this requires a long time, space and capital costs ...

A few days ago, Weilai Automobile officially released its sixth production model -ES7. It is reported that this product is based on the NT2.0 technology platform with a price range of 468-548 million yuan. It is expected to be delivered on August 28.

It is worth noting that Weilai has greatly accelerated the delivery rhythm compared to previously. Taking the existing flagship sedan ET7 as an example, this model was released in January last year, and it was only sent to users in March this year. The interval was 2 months.

From 14 months to 2 months, what made Weilai Motors choose to let the delivery progress quickly?

The sales volume is boasted that Weilai "internal and external problems" and both

Sutu.com believes that the rhythm of Weilai's delivery of the rhythm stems from its expectations for sales boost. Data show that in May 2022, Weilai delivered 7024 vehicles, ranking fifth. The ideal and Xiaopeng, who is the same as the new forces of the three major cars, has delivered more than 10,000, delivering 11,496 and 10,125 units.

At the same time, Nezha, which originally belonged to the second echelon, also surpassed Weilai with the delivery of 1,1009 vehicles. It is worth noting that even zero -run and well -off shares have also achieved a single monthly sales of more than 10,000.

As a long -term sales, Weilai's sales have been frequently lost recently. And this trend has already appeared. In June last year, Weilai ended a 21 -month -old list and lost the throne of the championship for the first time. Since then, we have rarely seen Weilai in the first three seats. As of May this year, Weilai has been at the bottom of "Wei Xiaoli" for seven consecutive months. It can be said that boosting sales has become an imminent problem.

At present, Weilai has four models of ES8, ES6, EC6, and ET7. In the first quarter, 4341, 13620, 7644 and 163 were delivered in the first quarter. The overall level.

Sutu.com also noticed that the mass production delivery time of ES8, ES6 and EC6 was June 2018, June 2019, and September 2020, respectively. According to this time, before 2020, Weilai always maintained the rhythm of delivery of a new car a year. However, from September 2020 to March 2022, Weilai fell into a circle of delivery. It has not been delivered to the new model in the past and a half years. It was not until the end of the first quarter of this year. And this also means that although the delivery volume is still growing, the new rhythm of Weilai has been destroyed, and the attractiveness of existing models in the market is fading. In addition, the founder Li Bin sets the goal of "realizing profitability in 2024". Publish and deliver new products as soon as possible, and complete the update iteration of existing SUV models is particularly important to Weilai. In this context, ES7 was born and assumed an important mission to activate the market.

It is worth noting that from January to May this year, Xiaopeng Automobile had delivered a total of 53688 vehicles, ranking first in the new forces of the car, and 38,000 vehicles in Weilai already had a "safe distance". The ideal is to win the single -month -old sales championship in May this year with the delivery data of 11496 vehicles. When the ideal ONE "single fight" ends, the ideal production and sales scale will continue to expand.

Coincidentally, Weilai ES7, ideal L9 and Xiaopeng G9 are all the second -generation SUVs of their respective brands, and the price range is around 400,000. This is destined to start a wave of new power flagships. With the development of the brand, ES7, G9, and L9 all have "milestones" tasks, which cannot be failed.

Will ES7 be the "golden medicine" of Weilai Automobile! Intersection

However, can ES7 really "not humiliate the mission"?

As the "most comfortable, fastest, and smartest" SUV officially certified by Weilai, Volkswagen is used to define ES7 as a "new car". After all, ES7 does come from the new platform, with new configuration and new appearance.

However, compared to the previous ET7, the Weilai ES7, which was launched this time, has maintained highly similar to the previous ET7, and has no sense of upgrading and transformation. At the same time, as a product that is positioned between ES8 and ES6, the starting price of the entry -level model of the car is only 10,000 yuan lower than the ES8, but the number of seats has been reduced from 7 to 5, and the cost performance is average. Although special settings are made on the hottest camping adventure topics, such functions have high requirements for battery life.

Of course, the release of such overlapping models in the SUV market segment not only created the embarrassing situation of the ES7, but also easily caused the "inner volume" between the models. Essence

In the industry, Xiaopeng G9 and the ideal L9 will also appear in the second half of the year. From the perspective of hardware configuration, the three models are strong. However, in terms of replenishment, the Weilai ES7 main power replacement technology. Although the speed of replenishment is faster than ordinary charging, there are also high -cost, low coverage, and battery limitations.

In addition to the pressure from ideal and Xiaopeng, there are also the pursuit of the second echelon, such as Nezha and Zero Run. In May, Nezha Automobile delivered 1,1009 new cars, and from January to May, it sold 49,974 units, second only to Xiaopeng. After zero -running, the sales volume was also rising all the way. In May, it sold 10069 units. The cumulative 40,735 units were sold in the first May, ranking fourth in new vehicles. More importantly, after the listing of high -end models that can threaten Weilai ET5, the Nezha S and Zero Run C01 will put more pressure on Weilai. The impact of traditional cars transformation cannot be underestimated. In April this year, BYD rushed against the trend and won the domestic car company sales in April. Among them, Han EV and marine series products performed well. With the launch of high -end models, BYD may release greater energy. In addition, GAC Ean's good strength to sell 20,000 vehicles in May is also worthy of attention, and the catch -up of traditional luxury brands such as Audi, BMW, and Mercedes -Benz is not as limited threats as Li Bin said.

There are wolves in front and tigers. The Weilai ES7 that survives in the gap is bound to be extremely difficult.

It is difficult to dedicate to the Weilai supply chain

In addition to competition in the industry, the supply chain challenge facing Weilai Motors is also very severe.

Dumbered by the epidemic, Weilai's cooperation in Shanghai, Jilin, Jiangsu and other places was forced to stop. In addition, the entire industry has not got rid of the shortage of chips, and Weilai is in the predicament of the overlapping and old pressure.

However, although this is the common difficulty faced by the entire new energy vehicle field so far, it is particularly difficult in Weilai Automobile. Weilai mentioned in the prospectus of returning to Hong Kong that most parts used by Weilai were provided by a single supplier, and the company did not look for qualified alternative suppliers. In other words, once the industrial chain is emerging, Weilai will be unavoidable into the crisis.

The ideal and Xiaopeng among the top three have a strong PLAN B consciousness. In terms of Xiaopeng, although a single supplier strategy is also implemented, it is used to ensure the reserve by signing a safe supply agreement. In addition to the establishment of a contract, the ideal also has a list of substitute suppliers for the supply of components. In October 2020, a professional team that was connected with chip suppliers was set up.

Product control into Weilai's biggest heart disease

At the same time that ES7 was released, the ET7 that Weilai had just begun was complained by many car owners. Sutu.com observed at the Weilai App that many ET7 owners mentioned the new car and found that the vehicle exists in the rear glass wiring exposed, the interior of the interior, the seat loosening, the arm box flipping the damping needs to be optimized, etc. Defect of the degree.

In response, the official "User's Home" on behalf of Weilai said that the recent ET7 experience related feedback has indeed been heatedly discussed and has formulated targeted improvement plans, but it cannot determine the specific date.

In addition, problems such as ET7's power failure have also occurred. Sutu.com consulted the third -party complaint platform and found that there were 111 complaints about Weilai Automobile, which involved the vehicle system stuttering and seat design defects caused back pain. With the continuous expansion of the launch and delivery scale of more new cars, maintaining the stability of product quality has become a difficulty in Weilai that needs to break through.

Lost losses expand Weilai need new stories

At present, Weilai has not got rid of losses in finance.

On June 9, Weilai announced the first quarterly report. The financial report shows that the operating loss of Ji Weilai was 2.189 billion yuan, a year -on -year increase of 639.7%, and a net loss of 1.783 billion yuan. From the overwhelming victory of Weilai in the "Wei Xiaoli" ranking in the past, to the exposure of many "sequelae" of the business model today, Weilai's future is becoming more and more confusing.

In the first quarter of 2022, the gross profit margin of Weilai vehicles was 18.1%, and the overall gross profit margin was 14.6%. In contrast, both of them have declined, compared with Tesla, 22.63%of the ideal quarter and the gross profit margin of the automobile business as high as 32.9%, Weilai is still inferior. A market below 300,000 yuan will release a lower -positioning brand in the future, focusing on the public market.

As a result, many people believe that the ET5 delivered in September may become the core of its sales volume. It is reported that ET5 is positioned in a car, but in the range of 300,000+, there are already many competitive models such as Model 3, Permia 001. Extinction.

Right now, the wind of new energy has long been blew, and people pay more attention to the essence than the story. Therefore, Weilai should convince customers with real ability, but this time, space and money pressure, and Weilai may not bear long.

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