Flying High: Inside the Pricing and Strategy of FeiFan's F7 Electric Car Launch

On the evening of March 27th, after the launch event of the RisingAuto F7, two executives from RisingAuto Motors were interviewed by the media. Here is the important information from the interview:

Q: The overall price range of the RisingAuto F7 gives a sincere feeling and a sense of being “killer”. What is the pricing strategy of this car?

A: This pricing strategy is the result of comprehensive factors. The overall environment is one part, but more importantly, from our own perspective. For example, we fully listened to users’ expectations for the price of this car. In addition, RisingAuto Motors is a relatively new company, and the brand awareness needs to be improved. Therefore, we hope to attract more users to experience RisingAuto through this pricing strategy.

Q: Why did the product’s price go down to 209,900 RMB? From a cost perspective, can this price guarantee gross profit?

A1: We believe that a price war is not conducive to the long-term development of the industry. Based on this, we have come up with a sincere pricing strategy, which is to let more users know about RisingAuto through this car, and also let them know that SAIC can also make a name for itself in the high-end new energy car market, and that electric cars are not just new forces, but traditional automakers have also returned.

As for how we achieve this price, overall it is due to the advantage of our SAIC system, and we have made efforts in price control.

A2: Why is there a car with a 64 kWh battery? In the initial plan, 77 kWh and 90 kWh batteries could provide a range of 600 kilometers or more; but after market research, we found that people’s range anxiety is decreasing. Therefore, we provided a car model with a smaller battery to meet the needs of urban commuting, which is also cost-effective. The 77 kWh and 90 kWh batteries are currently more mature, while the 64 kWh battery is still under verification.

In addition, from the perspective of the entire automaker, the financial accounts must be calculated clearly. In addition to the price, there is also our brand value. These things may not be calculated purely based on the monetary value.

Q: What is the plan for RisingAuto’s sales network? In addition, what are the main advantages of RisingAuto’s underlying system software? Is the voice assistant self-developed or a supplier solution?

A1: We spent a lot of time optimizing the entire sales network last year. Currently, we have established 172 RisingAuto Motors sales outlets in 64 cities nationwide, 14 delivery centers in 12 cities, and 129 service centers or authorized service stations in 66 cities.This year, we will accelerate the layout of more channel outlets and raise the proportion of independent after-sales service stations to 90%.

A2: In terms of smart cockpit and smart driving, hardware is not the focus for us. The real core lies in the underlying software, including the car OS and RISING PILOT smart driving system. Software is the key to unleashing the full potential of hardware. From the perspective of overall development, Flyover is completed in collaboration with the partners of SAIC Group.

Our advantage lies in our ability to provide better feedback and to completely solve related problems through OTA after collecting customer feedback for two months. Our OTA speed is very fast. Therefore, our digital processing capability and OTA upgrade capability need to be realized on a very sound electrical architecture, which is our core ability.

Speaking of AI voice and semantics, we have developed them ourselves, but there must be some basic databases involved, which are cooperated with third parties.

A1: Let me add to the core competencies mentioned earlier. We currently have four co-creation centers, namely the Design Co-creation Center, the Digital Intelligence Co-creation Center, the Smart Driving Co-creation Center, and the Smart Electrification Co-creation Center. These four co-creation centers are exclusive teams that participate in the project through in-depth co-creation in the early stages of the project.

We have review meetings every week. Based on user feedback or external industry insights, we communicate and discuss with everyone. Therefore, relying on the strong system power of SAIC, no matter whether it is smart cockpit or smart driving, we are constantly iterating quickly.

Q: Is the F7 model priced at 209,900 yuan also equipped with the full range of smart driving and smart cockpit features? What progress has Flyover made in battery swapping?

A: Regarding the details of the 209,900 yuan basic model, it is currently not convenient to disclose.

Of the five models already released, the 229,900 yuan Advanced version and the 249,900 yuan Long-range version are equipped with the basic RISING PILOT smart driving solution, while the 249,900 yuan Advanced Pro version, 269,900 yuan Long-range Pro version, and 301,900 yuan Performance Pro version come standard with the advanced RISING PILOT smart driving solution.

The difference is that, compared with the basic RISING PILOT smart driving solution, the advanced RISING PILOT smart driving solution can provide high-speed navigation function, and can continuously iterate to adapt to more scenarios and experiences through OTA as regulations become more relaxed.Regarding the battery-swapping issue, in the Shanghai area, we have already put three battery-swapping stations into operation, located in the SAIC Anji International Auto Park, Nanxiang Impression City, and China Petroleum Jiason Station. We are actively promoting the construction of battery-swapping stations, and the selection of sites for stations in cities including Beijing, Shenzhen, Guangzhou, Chengdu, Tianjin, Hangzhou, Suzhou, Nanjing, and Zhengzhou has been essentially completed, with the approval and construction process currently being urgently carried out.

Q: The F7 platform seems to have a slight elevation. What help did SAIC’s technical accumulation and magic cube batteries bring to the platform space for Flyin Feiyan?

A1: Actually, this platform protrusion is a very important part of the car body structure. We primarily considered providing better NVH performance while improving the strength of the entire chassis, especially the car body, which was a choice made after sufficient technical validation.

From a platform perspective, SAIC’s Nebula pure electric technology base has provided technical support for the development of SAIC’s independent brands, and Flyin Feiyan has also used its common technologies. As for batteries, the three types of batteries used in the F7 all belong to the magic cube battery series.

A2: Allow me to add one more thing: the elevation can create a better visual perception by flattening the protrusion, and it also helps to enhance the spatial experience of the two rear seats.

Q: How will Flyin Feiyan promote its products, particularly at the sales consultant level?

A: Frankly, the strengths of the F7 product are not easy for users to intuitively perceive. We’ve put in sufficient preparation to transmit these functional configurations to users, including sales consultant systematic training, the production of fragmented sales tools that facilitate conversion, and sending headquarters staff to the front lines.

Q: Will there be any adjustments to the price of the R7 when the F7 is priced? Is there a product positioned above the F7 and R7 in Flyin Feiyan’s product planning sequence?

A1: The F7 and R7 are in two different sub-markets, one being mid-large sedans and the other mid-large SUVs. Regarding their pricing systems, we tend to focus more on their respective competitive advantages in their sub-markets, and the two products currently face different user groups and differential configurations.

Regarding product planning, what we can share currently is that by 2025, Flyin Feiyan will launch one to two new products each year, covering different sub-markets and different vehicle types.A2: Regarding the positioning of the car, it is not only determined by our planning, but also by the market. The market is dynamic and there are different market shares in different price ranges. Therefore, our core is to meet the needs of the market and customers.

Q: Are there any targets for F7 monthly sales this year? Does Feiteng Motors have an annual sales target?

A: In terms of the positioning or sales expectations of F7, we hope that this product will be the most competitive product in its segment, and our goal is to be in the top three in that particular market.

We hope that through the F7, more users will know about Feiteng Motors and recognize that SAIC can also make a name for itself in the high-end new energy automotive market. We also want more consumers to know that electric vehicles are not just a new force, but also a return of traditional automakers.

Q: What do you think is the biggest selling point of F7?

A1: I think the most prominent feature of this car is its comfort. Currently, comfort is not something that is often discussed when it comes to electric vehicles. People are more focused on pursuing intelligence and hardware configuration. However, hardware configuration is relatively simple, and the key is whether the software can better maximize its performance.

In addition, technology should ultimately serve people. If it is only for showing off and does not really solve users’ problems, then it is just a simple competition, without a real solution.

A2: Comfort is a very important DNA in all of our products. Let me emphasize again why we gave up on the branded audio system. For example, if we work with a brand, it may take 3 to 4 years of development time for amplifiers, audio chips, and 3D vector sound effects that can be calibrated. If it is developed independently, the development cycle is much shorter and can also be done quickly OTA.

Q: Is Feiteng F7 benchmarking against the BYD Han?

A1: We are very confident about this product, and we hope it can become the most comfortable luxury sedan in the 300,000 RMB price range.

A2: I prefer to define the BYD Han or NIO ET5 as peers rather than competitors with F7. Each automaker’s models have different DNA, different segmented markets, and different features; we all jointly serve the new energy market.The common goal of all automotive companies is to better serve their customers in the source direction.

This article is a translation by ChatGPT of a Chinese report from 42HOW. If you have any questions about it, please email