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as volvo's pure electric flagship suv, ex90 has been attracting a lot of attention since it was unveiled last year. recently, we learned from volvo's overseas official website that the current starting price of ex90 in the united states is us$79,900 (approximately rmb 568,300). it uses a dual-motor four-wheel drive system, combined with its native pure electric platform and 111 kwh large battery pack, this price is still quite competitive.

however, considering the fierce competition in china's new energy market, the advantages of ex90 may not be as great as imagined. so, what are the advantages of these traditional luxury pure electric suvs, and do they have a way out in the face of the internal environment? let's find out with brother quan.

innovative design, medium and large

the appearance of ex90 is indeed significantly different from volvo's fuel-powered vehicles. the overall design is quite innovative, giving full play to the essence of scandinavian design, which is simple yet stylish. at the same time, the new car has the sense of technology that new energy vehicles should have, with a minimalist closed front face. volvo's iconic thor's hammer headlights also appear on the ex90, making the front of the car highly recognizable.

as the brand's latest flagship suv, the ex90 is naturally positioned high. the new car is a medium-to-large suv with a length, width and height of 198.3/77.3/68.8 inches (about 5037/1963/1748 mm) respectively, and a wheelbase of 117.5 inches (about 2985 mm). the overseas version adopts a 2+3+2 7-seat layout, and the overall space performance is still very good, which can easily meet the travel needs of a large family.

at the same time, the new car also has excellent power and endurance. it uses a dual-motor four-wheel drive system. the maximum horsepower of the high-power model exceeds 500, and the zero-to-hundred acceleration can be achieved in 4 seconds. there is no need to worry about performance. at the same time, the 111 kwh ultra-large battery pack it carries has a maximum range of more than 600 kilometers even when equipped with dual motors. it can be said that performance and endurance have achieved a perfect balance. in addition, ex90 also has a lot of laser radar, advanced assisted driving, and active and passive safety configurations. in terms of product strength, i think it is still outstanding.

the price may not be low after introduction in the future

compared with the european and american markets, the chinese market for new energy vehicles is very competitive. if a new car wants to become popular, it is not only based on product strength that it can easily win, but price is also crucial. in the us market, the starting price of ex90 has reached 79,900 us dollars (about 568,300 rmb) before tax. based on the current price of volvo xc90 phev of 894,900 rmb, it is unlikely that the price of ex90 will be lower than 700,000 rmb after it is launched in china in the future.

although pure electric models of this level cannot be cheap for traditional luxury brands, don't forget that the chinese market is the base camp for new energy vehicles. there are more than 38 high-end new energy medium and large suvs on sale alone. it will be difficult to sell well if the product is strong but the price cannot attract consumers.

the market competition is fierce and it is difficult to stand out

not only volvo ex90, but also models such as mercedes-benz eqe suv, audi e-tron, bmw ix launched by bba have not made any waves in the new energy market. in the past year, the best-selling mercedes-benz eqe suv has only sold a little over 9,000 units, and the average monthly sales volume is almost difficult to break through four digits. don't forget that the mercedes-benz eqe suv achieved this result with a price reduction of 100,000 to 120,000 yuan at the terminal, and the average transaction price of a single vehicle fluctuates in the range of 400,000 yuan. it is conceivable how much pressure the ex90 will face in the future.

since traditional luxury brands' new energy suvs are not selling well, does it mean that consumers don't have such a strong demand for high-end new energy suvs? if you think so, you are wrong. in recent years, the domestic models that have emerged have already entered the high-end market, and their performance is very good. the most representative model, the m9, has delivered more than 130,000 vehicles in just one year after its launch, and the average transaction price is higher than 500,000 yuan. at the same time, ideal l9, nio es6, and tank 500 hi4-t are all leaders in this market segment. whether it is design, space, configuration materials, intelligent driving capabilities, etc., they have advantages that traditional luxury competitors cannot match. this is why luxury brands that are quite competitive in the fuel vehicle market cannot play well in the high-end new energy market.

in general, it is difficult to see hot-selling models after traditional luxury brands enter the new energy market. it is not that their product strength is not good, but that domestic brands are indeed too strong. now there are fewer and fewer consumers in the market who only recognize foreign car logos. when consumers buy high-end new energy vehicles, they pay more attention to technological configuration, comfortable cockpit, intelligent driving level, power endurance, and after-sales service that can bring them emotional value after buying the car, which is exactly what traditional luxury brands lack. dear friends, what kind of new energy vehicle would you choose?