Is it really just a shortage of parts behind the ＂stop production＂ of Euler Black Cat and White Cat？

Recently, the new energy brand Euler Auto, which focuses on the female consumer market, stopped the order acceptance of its two top-selling models "Black Cat" and "White Cat" at the terminal level, and according to the news on the Internet, Euler officially stopped the production of Euler Black Cat and White Cat, and these two models that can be ordered online on the official APP have also been removed.

However, in fact, the official of Euler did not affirm that the two models of black and white cats were "discontinued" on the Internet. According to the response of Great Wall Motor Group, the parent company of Euler Automobile, the two models of Euler Black Cat and White Cat were suspended because of the backlog of orders. Considering the shortage of chips and key components, the pressure on production capacity was alleviated from the top, and the negative car purchase experience caused by delivery delay was avoided downward. However, it is worth noting that it is not known whether to continue to produce these two models in the future.

Will black and white cats really stop production?

Let me guess first: yes. But maybe it’s between black cats and white cats.

The main reason is the price; There is a great overlap in price between the Ola black cat with a guide price of 598-102,800 yuan and the Ola white cat with a price of 718-106,800 yuan. Although there is a big difference in appearance design, from the budget point of view, it can almost be considered that the Ola black cat and the white cat serve the same consumer group.

In addition, in terms of price dimension, Euler black cat and white cat in the price range of 60,000-100,000 yuan are actually in a very awkward position. If the cute appearance is the main selling point to attract the attention of young female consumers, Wuling Hongguang MINI and Chery QQ ice cream are obviously more attractive with lower price and petite size.

And if it is an ordinary family user who pursues space, it is obviously a bit unrealistic to buy black cats and white cats with a price of about 100,000 yuan. After all, the price of larger Euler good cats is also in the early 100,000 yuan, and good cats have also delivered good sales results in the market. Therefore, black cats and white cats forced to "involute" can just be "victims" of optimizing resource allocation and capacity ratio of Euler cars by the objective fact of "lack of cores". Of course, it is not excluded that Euler will still keep an entry-level model for consumers to choose from in the future. After all, Euler’s popularity started from the black cat model, and the black cat at that time was also called R1.

As a brand of new energy vehicles under the Great Wall Group, which mainly faces the female consumer market, Euler has not been established for a long time, but this brand, which was born in the second half of 2018, has become one of the most powerful new energy brands in marketing in just over three years, and since 2020, the brand of Euler Automobile has focused on the process of brand high-end.

According to the plan of Euler brand, this year, Euler will launch brand-new products with very topical names, such as "Ballet Cat", "Lightning Cat", "Punk Cat" and "Cherry Cat". After the concept car is exhibited, it is not difficult to see that Euler brand has to rely on new products to boost its brand image.

What is more important for Euler Motors this year is to rebuild its reputation.

After Euler stopped accepting new orders for black cats and white cats, it can be said that up to now, only three production models of Euler Good Cat, Euler Good Cat GT and compact sedan Euler iQ are on sale, but the reputation of Euler Good Cat with the highest sales volume is still in crisis.

In November last year, the story of Euler’s good cat car chip appeared on CCTV news, which actually had great stamina. According to the news, at the beginning of this year, there were still many car owners complaining about this problem. At the beginning of the new year, Euler Automobile not only needs to step up the delivery of the backlog of orders, after-sales service and other issues, but also needs to keep up with it. With Euler’s marketing ability, it can rebuild the reputation of Euler brand and add more reliability to the road of brand improvement. After all, at present, consumers can choose.

Conclusion: Euler’s future product layout is very interesting.

Although at present, Euler Auto has not stated whether the black cat and white cat models will be officially discontinued, it is not difficult to see that the Euler brand is undergoing another brand image transformation. According to the previous plan, Euler has a large number of new cars this year, but it is undeniable that there is a high degree of repeatability in the design perception. Therefore, how the Euler brand positions the brand-new products this year has become a dynamic news worthy of attention in the new energy vehicle market this year.