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Economic Observer Network Zhou Xin/Text On August 9, Dongfeng Yipai announced that the extended-range version of eπ007 was officially launched, with the price of eπ007 200Air (referred to as "Air version") at 131,600 yuan and the price of eπ007200Pro extended-range version (referred to as "Pro version") at 159,600 yuan. If you look closely, the extended-range version of eπ007 200Pro was launched as early as February this year, so this time it is more like a "secondary listing".

Even though it was a new configuration version of the car, Dongfeng Yipai still held a launch conference with great fanfare. At the conference, four senior executives of the group, including Zhou Zhiping, general manager and deputy secretary of the Party Committee of Dongfeng Group, You Zheng, member of the Standing Committee of the Party Committee and deputy general manager of Dongfeng Company, Feng Changjun, member of the Standing Committee of the Party Committee and chief accountant of Dongfeng Company, and Huang Yong, member of the Standing Committee of the Party Committee and deputy general manager of Dongfeng Company, were present and personally delivered the car to the user.

The Air and Pro versions of the eπ007 launched this time are completely consistent in terms of standard configuration. The biggest highlight is the introduction of an exclusive purple body color and a new red interior color to distinguish it from the body color of the pure electric version. Among them, the price of the Air version is 131,600 yuan, which is 28,000 yuan lower than the Pro version. However, after adding the listing rights price, the price of the pro version is reduced to 139,600 yuan, which is only 8,000 yuan more expensive than the Air version. In addition, the pure electric version of the eπ007 that was previously launched was also reduced by 20,000 yuan for a limited time at this press conference.

Why did Dongfeng Yipai launch a new model with a lower price, and the group's senior executives came to the platform to support and deliver the car? This is related to the severe market situation that Dongfeng Yipai is facing. The current market performance of the eπ007 model is not ideal, and since the sales volume reached 3,032 units in May, it has gradually declined, and the sales volume in June was less than 2,000 units.

One of the reasons for the decline in sales of eπ007 is that the price of its extended-range version is higher than that of competing products. For example, the Changan Qiyuan A07 has a guide price of 155,900 yuan and a terminal selling price of less than 140,000 yuan. The Leapmotor C01, which has a larger body size and space than the eπ007, is priced at only 136,800 yuan. The high price of the extended-range version has led to eπ007 users mainly choosing the pure electric version, but its pure electric version is also competing with powerful rivals such as the Galaxy E8 and the Qiyuan A07 pure electric version.

Compared with pure electric vehicles, the current market growth rate of extended-range vehicles is higher. In the first half of the year, the sales volume of domestic pure electric vehicles increased by 11.6% year-on-year, while the sales volume of extended-range vehicles increased by 124.2% year-on-year, with huge market prospects. Dongfeng Yipai lowered its product prices in a short period of time, showing that it does not want to miss the current market opportunity.

Secondly, Dongfeng Epai is under pressure to achieve its annual sales target. Dongfeng Passenger Vehicle's sales target for 2024 is 500,000 units, of which Dongfeng Fengshen is challenging 250,000 units and Dongfeng Nano is targeting 120,000 to 150,000 units. Therefore, Dongfeng Epai's annual target is about 100,000 units. According to the sales data released by Dongfeng Epai on August 2, its current cumulative sales are 23,157 units, and the sales target completion rate is only about 20%.

In addition, Dongfeng Group's sales target for 2024 is 3.2 million vehicles, of which the sales target for new energy vehicles is 1 million vehicles. However, Dongfeng Group's cumulative sales from January to July were 1.0746 million vehicles, a year-on-year decrease of about 3.1%. Dongfeng's new energy vehicle sales in the first half of the year were 380,000 vehicles.

Whether it is the group's big goal, the sales target of new energy vehicles, or even Dongfeng Yipai's own sales target, there are challenges in achieving the goals at the current time point.

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Zhou Xin, reporter of Economic Observer

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