After a test drive, Zhang Fan got out of the car with satisfaction. Although it is a pure electric car, the driving feeling is not that bad, it still feels like a sports car.
Coupled with this beautiful appearance, it is indeed the car that countless people dream of.
"What kind of battery does this car have?"
Zhang Fan asked curiously.
"There are two battery configurations. The top model is equipped with an all-solid-state battery, with a comprehensive cruising range of 1,200 kilometers, and the ordinary version is equipped with a lithium battery, with a basic cruising range of 700 kilometers..."
The person in charge said seriously. Cars are also divided into high and low configurations. You get what you pay for. The top models are not only equipped with all-solid-state batteries, but also the best motors, and the power is relatively much greater.
At the same time, the body materials are also different. Carbon fiber is used in many places, which reduces the weight of the car and increases the performance of the car.
“What about product positioning?”
Zhang Fan continued to ask.
"We still compete with Porsche. But what we are struggling with now is the domestic price."
The person in charge's words made Zhang Fan nod. Being the first in the country was an issue they needed to consider.
Unlike Porsche, which needs to be imported, now the acquisition of Tesla has resulted in the acquisition of Maserati. According to the plan, the new Maserati will first be produced in China and exported to the world.
The Italian factory needs to be upgraded and will not be able to produce models in a short period of time. In this way, the price overseas will be easier. It doesn't matter whether it is the original price or a little more expensive than the original price.
But in China, the selling price must be lowered. After all, it is made in China, but how much it should be lowered needs to be carefully discussed.
If it is lowered too much, the quality will be gone. If it is lowered too little, consumers will be dissatisfied.
"Lower the domestic price to the same price range as the Porsche Panamera. Not only that, but at the same time, we should leave behind Porsche in terms of configuration. At the same time, we will provide a six-year free maintenance policy..."
Zhang Fan thought for a while and explained. For Maserati, quantity is still the main focus at the moment. But quantity should not lose its composure.
The price reduction must be substantial. To compete with Porsche, you cannot reduce the price to the same price as Mercedes-Benz and BMW, otherwise you will lose your status.
The price of Quattroporte in China has always been higher than that of Porsche. Porsche's official guide price for low-end models is already within 1 million. And the lowest price of Quattroporte is almost 1.5 million.
There is a price difference of 500,000 yuan, which is the main reason why President Xi Jinping cannot sell the Panamera in China.
Now that it is made in China, the price has been directly brought down. The price has been leveled, and at the same time, generous configurations and six years of free maintenance have been provided.
The temptation becomes even greater now. You must know that Porsche's configuration in China is outrageously low. If you don't choose a configuration that costs hundreds of thousands, the car you drive out will be simply an empty shell.
At the same time, Porsche maintenance is relatively expensive, and annual maintenance costs a lot of money. Besides, Porsche cars in China are still fuel-powered cars, and they need to be filled with 98-octane gasoline. The fuel consumption of the cars is high, so ordinary people cannot afford them.
But now the Quattroporte is different. The new Quattroporte is a pure electric vehicle. According to China's current electricity costs and experience, 30 cents per kilometer is enough. This kind of energy consumption is compared to the cost of 1 or 2 yuan per kilometer for a Porsche.
Much cheaper.
At the same time, maintenance and repairs are much cheaper. Now, six years of free maintenance are provided, which directly saves this money.
There is no optional configuration required, which saves a lot of money compared to a Porsche. Secondly, there is vehicle and vessel tax. New energy vehicles currently do not collect vehicle and vessel tax in China, which saves more than 100,000.
At the same time, the insurance of pure electric vehicles is much cheaper than the insurance of fuel vehicles because there is no messy insurance.
For cars in the same price range, insurance for pure electric vehicles is at least half cheaper than insurance for fuel vehicles.
Taken together, the price of the new Quattroporte is affordable, and the maintenance cost is even cheaper. If it is a Porsche, the annual maintenance cost is at least 100,000.
As for the new Quattroporte, the annual maintenance cost of 30,000 yuan is considered high. The electricity bill of 1,000 yuan per month for charging is already high.
The electricity bill of 10,000 yuan can cover more than 30,000 kilometers. The average family cannot cover that much. If the mileage is 10,000 kilometers per year, the electricity bill is only 3,000 yuan.
Coupled with the insurance cost, the cost of using the car is much cheaper than that of a Porsche. Not to mention the performance, the advantages of pure electric vehicles are too great, and there is no way to compare with fuel vehicles.
Therefore, this price positioning will immediately embarrass Porsche. It will directly steal a large number of Porsche consumers.
Not only will it take away a large number of Porsche users, but it will also take away a large number of supporters from Mercedes-Benz, BMW and Audi, including many high-end users of Tesla.
But it doesn't matter to Zhang Fan. Tesla and Maserati belong to him anyway. Some people previously disliked the Tesla brand as a domestic brand and were not willing to buy it because it was not high-quality enough.
Well, now that we have Maserati, we will definitely have some quality. Who dares to say that Maserati doesn’t have quality? Speaking of style, Porsche doesn’t have as much quality as this product.
The price is high and the price is acceptable. This will definitely steal a large number of customers. As for the overseas selling price, the overseas selling price may be lower than the domestic starting price.
But Tesla has also responded, with low prices and low configurations. Like Porsche, it has a bunch of optional products. If foreign users choose to install Chinese configurations, the price will be a little higher than China's prices.
Positioning, this is Maserati's new positioning. In addition to the positioning change, the products have also changed, and are much richer than before.
Maserati will have all the models that Tesla has. In this way, it will capture more markets. After all, Maserati's halo is too high.
Take the Tesla Elf, for example. The current price of this car in China is only a few hundred thousand. Once this car has the Maserati logo, the price of this car may be more than 200,000.
But that is also Maserati. It has a different style. For example, a compact Maserati sedan may only cost more than 500,000 yuan in the future, which will make it more lethal.
With the acquisition of Maserati, Tesla's product line has been completed. Hongqi, Tesla and Maserati have formed three grades: low, medium and high.
And secretly, Tesla is still planning a supercar brand and a super luxury brand. Once these two brands are established, the Longteng Automobile Group with Tesla as the center will be officially completed.
Only then can Tesla proudly declare that it is a super car group, unlike now, where it is just a powerful car brand.
From a car brand to a car group, it takes a long way to go. However, Tesla has been on this road quite smoothly, and the future is bright and open.