NOVPUBAfter the launch of the Longteng S900.
Putting aside the patriotic rhetoric and marketing strategies, convincing people to spend over a million yuan on a domestic EV.
It has to truly excel in safety, driving, technology, and branding in order to win customer approval.
In simple terms, domestically you might beat BBA with aggressive marketing, but on the global stage, that’s just nonsense.
For the Longteng S900 to truly stand out, convincing customers to choose it among million-yuan cars can only be achieved through genuine customer satisfaction.
This is also the primary reason why Chen Pingsheng refused the marketing team’s proposal to start patriotic campaigns, as such tactics can easily steer the company in the wrong direction.
And even provoke widespread resentment from the public.
Ever since War Wolf 2, many companies have attempted to lean on patriotic marketing.
Constantly tying products to national pride is undoubtedly a double-edged sword.
The simplest explanation is that purchasing an imported car involves paying tariffs and import consumption taxes, which are unquestionably higher compared to buying domestic EVs. 𝚗o𝚟pub.𝚌𝚘𝚖
From a financial perspective, the difference between the two is actually not that significant.
Looking at it another way, when the Santana was first introduced to the domestic market, overseas manufacturers priced it around 80,000 to 90,000 yuan per unit.
It ultimately sold here for over 200,000 yuan.
The price difference was primarily to protect the nascent domestic automotive industry, including indigenous car brands.
Based on the quality standards of Santana in the 1990s, if it were sold for 80,000 yuan.
All domestic car factories would have zero chance of survival; consumers would choose Santana with their eyes closed.
This policy-based price protection lasted for approximately 20 years.
Protection wasn’t limited to the automotive industry—electronics and other home appliances were also shielded.
This was a special strategy employed by the government to give the budding domestic electronic industry ample room to grow.
Even today, such protection extends to new energy vehicles.
Eliminating purchase fees and offering various subsidies are clear signs of this protection.
Reaching this stage, if their flagship products still rely on patriotic sentiment to sell.
It can only mean… complete failure.
The first day of the Longteng S900’s press conference saw very promising preorder numbers.
In less than two hours, initial orders exceeded 20,000 units.
These preorders are also part of the company’s marketing strategy, designed to create the impression of massive demand.
In reality, customers only need to place a 10,000 yuan deposit, which is refundable later.
If they wanted, generating 2 million orders in an hour, let alone 20,000, would be a breeze.
Orders and sales figures are two entirely different matters.
Excessive focus on marketing in the electronics industry often creates a feeling of deception.
Clearly, many domestic EV manufacturers are doing exactly this.
Various tests lack credibility, even insulting the intelligence of ordinary consumers.
Although Chen Pingsheng hopes the Longteng S900 sells well, his greater wish is for it to gain popularity purely through word-of-mouth and genuine customer appreciation.
Only this kind of achievement would signify the day they can step outside domestic borders, selling Tengfei automobiles globally.
Just like how setting up factories abroad can no longer rely on low labor costs to create price advantages.
Anyone attempting such methods must face union complaints.
Once investigated, fines can be severe enough to leave them doubting life.
When operating overseas, exaggerated or false advertising tactics are completely off-limits.
The advertising laws there are strict and serious.
To put it plainly, truly excellent products don’t require excessive marketing.
If Tengfei automobiles can only perform well domestically, their market value will never exceed 100 billion US Dollars.
For Chen Pingsheng, that would hardly count as a resounding success.
Time passed steadily, and soon it was mid-July.
Chen Pingsheng had been closely monitoring sales figures for the Longteng S900; a half-month later, sales reached over 700 units.
For a high-end EV luxury model priced in the millions, this was already quite impressive.
Consider that last year, Maybach’s total annual sales were only 15,000 units.
Rolls-Royce’s sales stood at 5,586 units. The higher the price, the fewer the sales—it’s simply natural.
When prices reach a certain level, the pool of potential customers becomes increasingly small.
In the domestic market, the most dominant car price range remains 120,000 to 180,000 yuan.
The Accord being the upper limit for average consumers comes from this; its price fits perfectly within the 200,000 yuan range.
As for owners of entry-level BMW 3-Series, Audi A4, and Mercedes C-Class.
Most of them don’t actually have better financial conditions than Accord owners—in fact, they’re often far worse off.
These cars are largely face-value purchases, whereas true automotive enthusiasts with 300,000 yuan to spend often prefer Toyota or Volkswagen over BBA’s entry-level models.
The mainstream domestic EV models are priced between 200,000 and 350,000 yuan.
And there’s undoubtedly room for further price reductions in the future.
The range of 100,000 to 150,000 yuan is where domestic mainstream consumers concentrate their purchasing power.
Tengfei New Energy is steadily advancing in this segment, aiming to truly capture this mass-market price range.
To succeed, the company must excel at cost control across marketing, management, and manufacturing.
At present, Tengfei New Energy is the most capable EV manufacturer to dominate this price segment.
The Longteng S900’s positioning places it within the premium segment, where sales volumes are inherently lower and typically less profitable.
However, its significance is undeniable, as Tengfei New Energy is now developing a new, lower-cost model: the Tengfei Z5.
A city SUV priced between 150,000 and 200,000 yuan.
