On December 1, SAIC's EV EVE Car Time Sharing ("EVCARD"), a joint project of BMW's car sharing project ReachNow, immediately launched a joint brand of high-end electric car time-share leasing - ReachNow powered by EVCARD As the first stop of the shared project to enter China, BMW chose Chengdu.
Zhai Min photo by every reporter
The shared car project, BMW i3 models, how to use? Convenient? And how charges? Daily Economic News reporter December 5 this was measured.
BMW executives: Every day for 4-5 hours to profit
As the market price of more than 400,000 yuan of high-end cars, i3 was used as a shared car models, investment can be no small.And now it seems that almost all domestic automotive industry shared profits, or even collapse.For BMW, Can its sharing car make money?
In this regard, Blatter said that the profitability of this business model has been verified by fact BMW launched in five cities in Germany share-sharing rental sharing services, are profitable. The principle is very simple, and now each car on average open 2 -3 hours, as long as the car can be guaranteed for hourly rental 4-5 hour utilization, you can make a profit, but also have to consider other costs, such as electricity, parking space and so on.
Zhai Min photo by every reporter
Blatter said that in the long run, after a period of market cultivation, to achieve profitability is not a big problem in any emerging market in the cultivation process will inevitably need to accumulate customer base, BMW launched in Europe during the relevant services , Has also experienced the process of patiently waiting for customers to gradually understand the business model and gradually expand the customer base.China's potential is very huge, the customer base accumulated to a certain extent, the formation of the scale, profitability is easier to achieve.
Blatter introduced the timeshare lease is only an integral part of the BMW service strategy, BMW also travel services, such as parking, charging, etc. By the end of this year, BMW instant charging pile in China will exceed 65000. BMW hopes to become a A full range of high quality travel service providers.
Some insiders believe that BMW uses time-share leasing as a springboard to infiltrate the high-end electric vehicles into the sub-consumer level, complete the layout of future business operations, continuously improve the influence of BMW, promote the popularization of electric vehicles and user acceptance, and One of BMW's purposes.
Shared cars will become high-end?
Analysys data show that as of September 2017, the first FAW Group's Gofun travel to active users in the number of 883,000 in the first position, the SAIC Group's EVCARD and Chongqing Lifan's Pandan car breakdown.
Among them, the Gofun line of vehicles for all electric vehicles, with Beiqi ev200, Chery eq, JAC iev5, Roewe e50 and other models. Deposit 699 yuan, driving costs 1 yuan / km plus 0.1 yuan / minute, 'follow suit' mode , With more than 1,000 parking spots in Beijing and more than 700 in Chengdu.
From the GoFun official website
Hope reached the car Chongqing Lifan subsidiary for the Lifan model 330EV electric car, 19 yuan / hour.
In addition to this ReachNow cooperation with BMW, EVCARD has a Roewe E50, Chery EQ (electric version of QQ) and other models, the price is 0.5 yuan / minute.
In addition, the way song, Sue travel, car rental and many other US group share the car platform with the above platform is similar to the low-end models are made mainly of electric vehicles.In comparison, the BMW i3 is undoubtedly the industry's high-end brands.
'Most of the vehicles that are now offering sharing are non-luxury vehicles, and as such, we feel there is a market blank to fill and the market is an objective reality.' 'BMW China told Daily Economic News reporters.
According to BMW China, for a variety of reasons, there are many audiences are not traditional luxury car consumers, but there are still luxury cars for example,
Out of the work needs of the image, or dating and other specific needs, specific occasions, need to open luxury cars;
Other potential consumers are not able to buy luxury cars at their current financial capacity, but may want to experience BMW driving pleasure;
There are all kinds of actual needs that may exist, such as limited-licensing cities.