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speaking of the euler brand under great wall motors, it once had a fairly high reputation in the domestic new energy vehicle market.

as early as 2019, euler black cat has been officially launched. but at that time, the name of euler black cat was still r1. although this is a miniature pure electric car, its product strength is not weak. born on the exclusive me pure electric platform, the exterior design is sleek and cute, and the interior space performance is also quite good. when sales were good, monthly sales exceeded 10,000 units.

it should be said that it is precisely because of the good sales performance of the euler black cat that it has established the position of the euler brand in the domestic new energy vehicle market.

subsequently, the euler brand successively launched two new cars, the euler white cat and the euler good cat. except for the white cat, which is slightly worse, the market performance of the good cat is also not bad. among pure electric models of the same level, sales are also firmly at the forefront.

it was originally thought that the hot sales of the two models of euler black cat and haomao would further increase the market share of the euler brand in the domestic new energy vehicle market. but unexpectedly, when the sales of the ora black cat were in short supply, the ora brand actually discontinued this very popular model because it was not profitable.

also discontinued at the same time as the euler black cat was the euler white cat. as a result, the only model of euler on sale is the haomao.

perhaps in order to impact the mid-to-high-end market, the euler brand also successively launched two new cars, ballet cat and lightning cat, with higher prices. in terms of marketing strategy, the euler brand has also established itself as the new energy vehicle brand that “best understands women”.

although the euler ballet cat has made many optimizations for female consumer groups in terms of interior and exterior design and functions, in the face of fierce competition in the new energy vehicle market, sales of both ballet cat and lightning cat have always been tepid. fire.

for the euler brand, the difference in sales between ballet cat and lightning cat is not the worst thing. the worst thing is that after entering 2024, haomao, euler's "sales responsibility", has also seen a significant decline in sales.

judging from the data, the year with the highest sales of the euler brand is 2021, with cumulative sales of 135,000 vehicles throughout the year, a year-on-year increase of 140%.

the annual sales of the euler brand from 2022 to 2023 will also be more than 100,000 vehicles, of which the full-year sales in 2022 will be 104,000 vehicles and the full-year sales in 2023 will be 108,500 vehicles. but it is obvious that compared with 2021, there is a big gap.

faced with declining sales, the euler brand has begun to increase discounts in recent months. just on october 5, the euler brand released a new car purchase benefit: haomao has a comprehensive discount of 10,000 yuan, starting from 95,800 yuan, and a limited-time insurance subsidy of 4,000 yuan. the maximum comprehensive subsidy for ballet cats is 25,000 yuan, and the maximum discount for lightning cats is 60,000 yuan.

even so, sales of the euler brand still dropped significantly compared with the same period last year. according to the official sales data released by great wall motors, the sales volume of the euler brand in september was 5,486 vehicles. although it increased month-on-month, the year-on-year decline was still as high as 45.25%.

from january to september this year, the cumulative sales of the euler brand were 47,000 vehicles, a year-on-year decrease of nearly 40%.

according to the current sales progress of the euler brand, it is no longer possible to maintain annual sales of 100,000 in 2024.

objectively speaking, whether it is the black cat and white cat that has been discontinued, or the good cat ballet cat currently on sale, compared with pure electric vehicles of the same level, the models under the euler brand have disputes in terms of appearance design and technological sense as well as the overall vehicle. the quality is actually not bad at all. but why is the sense of existence getting lower and lower? this is a question worthy of consideration by euler automotive executives.