Author | Tian Hui

Editor | Qiu Kaijun

NETA Motors, which has always been simple and approachable, has also moved towards high-end. The latest NETA S Brilliant Edition has a pre-sale price of 3.388 million yuan. This price can buy 4 NETA V or 2 NETA U with surplus.

NETA Motors said it wants to “build cars for the people” and its mission is to “make high-quality intelligent electric vehicles accessible”. This 3.388 million yuan seems to be a bit far from the people.

However, if you look closely at the NETA S Brilliant Edition, you will admit that it is still very approachable and still very NETA.

The NETA S Brilliant Edition can almost meet all the needs of high-end electric car consumers:

• Nearly 5 meters long, 2 meters wide, and 1.5 meters high;
• Sharp appearance + “Hunting Falcon” wing-style front door;
• 0-100 km/h acceleration in 3.9 seconds, with four-wheel drive;
• Intelligent cabin with 17.6-inch central control screen, 12.3-inch co-driver screen, AR HUD, and Qualcomm Snapdragon 8155 chip;
• High-speed navigation driving assistance;
• CLTC pure electric endurance of 650km;
• 0.216Cd ultra-low wind resistance;
• A 21-speaker sound system…

The 3.388 million yuan NETA S Brilliant Edition may seem expensive, but like the previous NETA V and NETA U, it is still striving to push intelligent and electric high-value products to more people.

Cost-effectiveness has always been a competitive advantage

Cost-effectiveness has always been the competitive advantage of NETA Motors, and the NETA S Brilliant Edition is no exception.

Just by looking at the top ten highlight parameters of the NETA S, it can be seen that this car is a strong competitor to Han EV and XPeng P7. By using the price of Han EV’s top configuration to buy the configuration of XPeng P7’s top configuration, the NETA S Brilliant Edition has used the killer of cost-effectiveness.

With almost the same exterior size, almost the same power level, and almost the same sound configuration, the NETA S Brilliant Edition also has more stylish wing doors and a stronger Qualcomm Snapdragon 8155 intelligent cabin chip.

In the B+ level pure electric car market, consumers now face great difficulty in making choices, especially in the wave of rising prices of new energy cars. With the same car budget, consumers could purchase a model with satisfactory endurance and configuration before the price hike. However, after the price hike, they can only choose between configuration or endurance.

Endurance and configuration have become a dilemma; it’s impossible to have both at the same time.

The cost-effectiveness advantage of the NETA S Brilliant Edition achieves a balance of both. It provides a perfect solution for consumers who hesitate between the BYD Han EV Mountain Edition and the Xpeng P7 Wing Edition.

The Conventional Edition of NETA S is More Anticipated

After all, the NETA S Brilliant Edition is a limited edition of only 999 units. The conventional edition of NETA S is the main course.

The conventional edition of NETA S has two power forms, range extender hybrid and pure electric. According to the previous revealed information, it may have five models: 1100 range extender, 715 laser radar, 715, 650 four-wheel drive, and 520 endurance versions to choose from.

Considering the product division, NETA S has versions tailored to meet consumers’ needs, such as a laser radar version to meet the requirements of assisted driving, a range extender hybrid version to satisfy fast power supplementation demands, and a 520 range endurance version for short-distance commute. One vehicle satisfies all consumers’ needs.

The conventional edition of NETA S may also have a more advanced TA Pilot 4.0 intelligent driving assistance system than the NETA S Brilliant Edition.

The NETA S Brilliant Edition is not equipped with important assisted driving hardware, laser radar. However, NETA Automobile, in collaboration with Huawei, will introduce the NETA S laser radar version through the conventional edition.

According to the plan, NETA S will create the TA Pilot 4.0 intelligent driving assistance system, equipped with Huawei MDC 610 computing platform, and a total of 30 perception hardware devices, including 2 laser radar and 5 millimeter-wave radar.

NETA Automobile equipped the NETA S with the strongest intelligent driving assistance perception hardware on the market in TA Pilot 4.0, exactly the best of the best.

By first introducing the limited edition model to attract attention and then increasing technology value and sales through upgrading assisted driving on the regular edition, NETA Automobile’s idea is quite astute.

Underrated NETA

In 2014, Wei Xiaoli’s prototype was born. Also in 2014, NETA Automobile began its own story.Different from NETA Automobile, which has kept a low profile, WmAuto Automotive was born with a star-studded halo. Even in the most difficult moments, WmAuto was always the darling of public opinion and remained in the limelight.

Starting from NETA U, followed by NETA V, NETA U Pro, and NETA V Pro, WmAuto Automotive did not draw attention from the public until 2022 as its sales volume continued to rise. However, its low-key approach has actually become its advantage. During the period when the sales of various car companies declined due to the impact of the epidemic, WmAuto Automotive’s accumulated experience in car-making ensured the stability of its sales.

In April of this year, WmAuto Automotive was the best-selling new energy vehicle manufacturer. In May, it ranked second. With the introduction of more new energy vehicle stimulus policies, WmAuto Automotive is expected to gain more benefits.

The success of WmAuto Automotive’s sales volume is closely related to its competition strategy of insisting on building high-performance-cost intelligent products. From “making cars for the people” to “technological equality,” WmAuto Automotive’s product competitiveness has always been inseparable from the three words of “performance-cost ratio.”

On the NETA S, whether it is the limited edition NETA S Yaoshì Edition or the future NETA S standard version, it is believed that the original core competitive strategy will be maintained.

Just as NETA made a name for himself by creating turmoil in the sea, NETA Automotive has also prepared to take off its low-key appearance and demonstrate its competitiveness in a higher-end and broader market by creating the NETA S Yaoshì Edition.

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.