The Guangzhou Auto Show is in full swing, and the BBA is full of people. It seems that everyone has a unique closure of luxury brands. However, there is still an exception, the new energy car of BBA, especially the pure electric car, has not shown a clear advantage, even if it is the BMW pure electric SUV IX3, which is easy to endorse, is also true.
The reality is indeed, many people have doubts about the traditional luxury brands of pure electric vehicles, some of which have a representative opinion: the idea of new forces Bold, there are more innovative things, and traditional luxury brands always feel that their movements are slow and half shoot, it is difficult to grab the market opportunity. For example, Mercedes-Benz EQC and Audi E-Tron These two luxurious pure electric SUVs have not reached four digits since the listing, and the performance of BMW IX3 has to be observed. 
But can I say that the road of electricity of traditional luxury brands “This road is not available”? Still come together to discuss it.
Nokia has realized the landscape of smartphones in the face of the iPhone, and its CEO convened 12 executives. 10 of them believe that it is necessary to pay attention to the iPhone, but Nokia limits the turn of this giant with performance-centered management system. He can only lament: We all know the problem, but the inner depth is unable to change the reality. Time and space transition to the current car market, BBA is also the case.
New energy, especially pure electric technology, the early stage requires a large amount of funding and cannot be harvested in the short term, such as Tesla once due to the bankruptcy, 10 years I have already started earnings slowly. These are all traditional cars that cannot withstand. The core of the electric vehicle is not in Germany in BBA, there is no core technology, and the electric circuit is undoubtedly difficult. From the national level, we must consider what employment and economic impact on the new energy transformation will give the entire German automotive industry. This is a major event that is worn. So this also directly leads to BBA in new energyAspects are far behind Tesla.
There is also a very important point, BBA is a typical engineer thinking leading traditional car enterprise, it is used to the concept of engineers who pursue quality and technological rigorous fuel vehicles. It must be carefully grinding a product to ensure that there is no loss to push to the market. However, the electric car is different, it is like a smartphone on the wheel, the requirements for software and technology are higher, iteration is faster, will not wait until the product of the 100% perfect product is introduced to the market. For example, Tesla, it is only eight-year-old technology, which is only eight-year-old, and then continuously upgraded and optimized through market feedback, and this situation will never appear in traditional car companies.
Is the price and product force? 
The pure electric car of BBA is indeed high, and the price range below 300,000 is basically found to find BBA pure electricity. The shadow, even if there is the price of Audi Q2L E-TRON and Q2L fuel plate, but sales still have little bleak, with only three-digit levels of monthly sales. Even if the price range of more than 400,000, consumers still tend to make new forces. For example, the price is 468 million to 624 million, which is very close to Mercedes-Benz EQC (49.98-62.28 million), but the former sales is almost three times the latter in October.
Review the product force. In terms of design, Tesla is undoubtedly all pure tram type, closed air grating, hidden door handle is Tesla, while Model 3 science fiction and fashion are more electric vehicles The benchmark. Confused the shape of the BBA pure tram, the fuel truck attribute is too heavy, retains too many family atmosphere, no subversion innovation, it is difficult to find the future feelings of electric vehicles, so it is difficult to get the favor of young consumer groups.
In terms of performance, the pure tram of BBA is indeed a bit more powerful. Take the BMW IX3 listed on the Guangzhou Auto Show as an example, its maximum power is 210kW, the peak torque is 400 nmIddot; M, 0-100km / h acceleration time is 6.8 seconds, NEDC continuousThe process is 500km, compared with the autonomous brand, the gap between performance indicators is quite obvious.
There is also the most critical point, and it is also a point that the young people value is the experience of the electric vehicle should have. Tesra’s unique credit card enters, start, automatic driving technology leap, and the convenience of the use of the supercharting station gradually spread, etc., all of which cannot be done at this stage BBA.
But the pure tram of BBA is not a place, in the manufacturing process, driving experience, chassis adjustment, NVH, etc., the advantages of traditional luxury brands are reflected. Although they don’t have in the three-electric technology, they are still safe and reliable from the sellers and comprehensive strength.
The winner is still difficult to predict, or have a transfer
Although it is called “smartphone on the wheel”, after all, pure electric vehicles and smartphones are still different. As a large number of consumer goods, the car is difficult to do for a year or two years, and the new power, including Tesla, has not fully exceeded the core barriers, safety, and battery safety, etc. of the three-electric technology. Consumers’ core concerns of electric vehicles. 
When the pure electric vehicle becomes mainstream, the technical differences in electricization and intelligence in different cars will be further reduced, and the demand for consumers will become More rational. Elements such as quality, safety, reliability, and economics will be attached again.
This gave the opportunity such as traditional car enterprises such as BBA, so in the past few years, they conducted a large-scale investment in electric powers. Once they completed gorgeous turns, the BBA funds, technology, talents, etc. All aspects of advantages are subject to Keslas comparable. 
At present, it seems that the BBA has lost the opportunity, but they will never be as bleak like the Nokia. We boldly predict that the market pattern of pure electric vehicles may be similar to the fuel-saving market, maybe a new power of the car can live, but the market is still a traditional car company, and BBA may still be a new energy car consumption. The preferred choice.
Can BBA seize the window period of the fuel truck to the new energy transition, use the own advantage to the defeat; Tesla can use the first advantage and itself The properties of technology, further kicking and bba gaps are still a suspense. But as a consumer, it is undoubtedly the price and product is a key hand to determine this victory.