上汽，困在华为的「低价迷局」里！

Core Insights - The article discusses the challenges faced by the Hongmeng Zhixing's Shangjie H5 electric vehicle, which, despite achieving record sales of 81,800 units in November, has not met its sales targets due to competitive pricing and product positioning issues [2] - The H5 was launched as a low-cost entry into the market, but it has struggled to gain traction against competitors like the Zhijie R7, leading to a disconnect between market expectations and actual performance [2][8] Group 1: Sales Performance and Market Positioning - The Shangjie H5 was expected to disrupt the market with its pricing strategy but has failed to achieve the planned sales volume of 20,000 units [2][8] - In November, the H5 delivered over 10,000 units, while the Zhijie R7 approached similar sales figures, indicating a competitive landscape in the 150,000 to 250,000 yuan segment [8] - Customers comparing the H5 and R7 often choose the R7 due to better features and overall value, despite the H5's lower price point [3][5][7] Group 2: Pricing Strategy and Consumer Perception - The H5 has undergone three significant price adjustments since its launch, with the latest changes aimed at enhancing perceived value through additional subsidies and financing options [11][13] - Many potential buyers perceive the H5's 400V architecture as outdated compared to competitors offering 800V systems, which affects their purchasing decisions [13][14] - The article highlights that even a small price difference does not sway consumers if the perceived value and technology are lacking, leading to a preference for higher-priced models with better specifications [5][13] Group 3: Strategic Challenges and Future Outlook - The collaboration between SAIC and Huawei faces challenges in balancing cost, pricing, and product quality, as pushing for lower prices could erode profit margins [16][18] - The H5's reliance on a 400V platform limits its competitiveness, and any attempt to upgrade to an 800V system could disrupt the existing product hierarchy within Huawei's offerings [16][18] - The strategic goal of achieving high sales volume while maintaining profitability creates a complex situation for both companies, as they navigate market demands and internal profit-sharing agreements [18]