Introduction
From the beautiful debut of ME5, it is possible for Skywell Motors to launch an attack on the second camp.
Sales Performance
Skywell ME5 achieved a sales record of 2150 units during the “JD 618” promotion. Compared with the current monthly sales of around 200 units for Skywell ME7, the performance of ME5 is remarkable.
Mission of ME5
As the second car of Skywell Motors, ME5 has a more significant role in brand building than the first car ME7, and it also bears the heavy responsibility of increasing sales volume for the company. From the results of its debut on JD.com, there is no doubt that ME5 can shoulder this responsibility.
Previous Publications
In mid-March 2021, ME5 was officially registered with the Ministry of Industry and Information Technology of China. For further information, please refer to the explosive article written by dianDongShi at that time titled “Skywell ME5 is Here: Ideals are No Longer Alone”.
Reason for High Expectations
The reason why Skywell Motors has high expectations for ME5 is that it uses two sets of powertrains: pure electric and extended-range electric. Especially in the short term, the market potential of extended-range electric is considerable.
Market Potential
Under the leadership of the Ideal ONE, the market demand for extended-range electric has already been stimulated. Currently, the monthly terminal insurance number of Ideal ONE is stable at around 5,000 units, which is the envy of many.
Opportunity for ME5 Extended-range Version
The opportunity for the extended-range version of Skywell ME5 lies in the fact that Ideal ONE only has a six-seater car priced at CNY 338,000, known as the “daddy car.” Meanwhile, the market for four-seater cars is currently a blank space.
Although the recently launched Voyah FREE extended-range version is also a four-seater, its price is still over CNY 300,000, and it mainly focuses on performance, which is not in the same channel as the household-oriented Skywell ME5.
Market Heat
From the information disclosed during JD.com’s 618 promotion, it is evident how popular the extended-range version of ME5 is in the market. In fact, if we think it over carefully, the high popularity of ME5 extended-range version is not accidental.
Comparison with Competitors
In the new energy vehicle market segment priced at CNY 150,000 to 200,000, currently, there are only pure electric cars such as WmAuto EX5-Z, XPeng G3, NIO U Pro, and Aiways U5, which have a cruising range of about 400-600 kilometers. In contrast, Skywell ME5 extended-range version has a cruising range of up to 1012 kilometers, which is much higher.
At present, consumers’ biggest pain point is still cruising range anxiety. Consequently, among vehicles with the same price, the one with longer cruising range is more likely to be favored by consumers.
Market Status
After seven years of development, the new energy vehicle manufacturing industry has initially established a certain market pattern.
In terms of sales volume, NIO, XPeng, and Ideal are in the first camp, while NIO, Leapmotor, and WmAuto are in the second camp. Skywell and Aiways are in the third camp.But everything is constantly evolving. Due to the strong rise of NETA U Pro, NETA in the second camp is launching an attack on the first camp, with sales in May surpassing the ideal, sending a signal.
From the beautiful debut of ME5, it appears that Horizon is poised to launch an attack on the second camp.
Regarding Horizon’s rise, JD.com is undoubtedly an important factor. Internet operation thinking is the most important thing that new forces in car manufacturing need to make up for. On May 7th this year, the Horizon-JD.com combination was established, and Horizon thus added Internet wings.
In terms of marketing networks, ME7 has not been successful in sales for a long time. One of the constraints is that Horizon’s network resources are scarce. With the launch of cooperation with JD.com, the latter’s strong offline network instantly supplements Horizon’s shortcomings.
From some of the promotional pictures released by Horizon, it can be seen that ME5 has already settled in JD.com’s offline location, JD Auto Club.
We checked and found that as of the end of last year, the JD Auto Club has radiated to 163 cities in 30 provinces throughout the country, with more than 1,200 contracted stores and more than 10 million online users.
The partnership between Huawei and Cyrus is highly likely to be staged in the “Tianjing” combination.
This article is a translation by ChatGPT of a Chinese report from 42HOW. If you have any questions about it, please email bd@42how.com.