本周Rivian跑后损害控制引发潜在的买家批发的。
Rivian赢得了大量的赞美,因为它开始推出去年年底R1T皮卡和r1运动型多用途车。但它听到本周主要是抱怨和谴责的时候告诉客户,他们将面临价格上涨17%的卡车和SUV的20%。
取消订单的消息导致了洪水和震动华尔街。那些他们在创业投资其股价周四在略低于每股51美元,从它的52周高点下跌逾70%。
新闻频道发布故事描述混乱,Rivian联合创始人兼首席执行官RJ Scaringe出尔反尔。
“本周早些时候,我们宣布定价增加,打破了我们与你建立信任,”他致函客户共享与媒体和投资者。
Rivian然后表示,将反向价格凹凸,但只对那些已经收到。
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(照片/ Rivian)破碎的承诺
根据Scaringe,“发生了很多变化”,因为Rivian去年首次宣布定价。
”组件的成本和材料进入建筑车辆大幅度上升。从半导体到钣金席位已经变得更加昂贵,”Scaringe解释道。
”作为我们工作的更新价格,以反映这些成本的增加,我们错误地决定让这些变化适用于所有未来的交付配置,包括现有的预订。它是错误的,我们在Rivian打破你的信任。”
所以那些订单Rivian将支付他们最初的预期。和通用汽车表示,它有一个all-forgiven政策对于那些抗议取消订单。
他们可以恢复订单原来的配置和支付同样的价格他们的预期。
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(照片/ Rivian)为新客户价格仍然上涨
对那些没有在3月1日之前预订吗?这是另外一回事了。价格上涨将继续有效。所以一个R1T冒险模式与quad-motor四轮驱动系统和中型314英里的电池组将增长17%,至85000美元。r1冒险SUV与类似的动力传动系统包跃升20%,至90000美元。
什么样的长期影响的错误将是不确定的。“随着时间的推移,我们学到的一件事是,当一个公司是一个错误,他们正确的速度越快,就越容易克服,”斯蒂芬妮Brinley说,校长与Markit IHS汽车分析师。“这可能只是暂时的。”
也许,但令人尴尬。它甚至有水银Elon Musk, Twitter-loving对手特斯拉的CEO,权衡。他挖苦地推Rivian的“负总利润保证金将是惊人的。”
当然,麝香有自己的皮卡头痛。特斯拉的承诺Cybertruck一再被推迟。它不会达到市场至少在2023年之前,麝香最近证实,而提高一些旗帜,它甚至可能都不进入生产。
限制需求
Rivian模型旨在为基础“生活方式”的买家而不是那些需要的人卡车的工作分析师表示,宾利就是反。这意味着定价是一个“更加灵活。”不过,她表示,“限制”品牌的潜在市场。
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正常,伊利诺斯州Rivian装配线;(照片/ Rivian)这可能是一个关注Rivian准备推进一个新的工厂在乔治亚州,有能力每年生产400000辆汽车,在150000年,可以聚集在它的第一个工厂在正常,病了。
传统汽车制造商现在有更多的空间来削弱Rivian,因为他们把自己的全电动皮卡市场。而通用汽车(General Motors)将更高档的初始版本的112595美元GMC悍马电动汽车,它计划跟随一个雪佛兰西尔维拉多电动汽车起价为41595美元。
和福特f - 150闪电今年夏天将启动,基础价格为39974美元。当然,底特律的模型将提供一系列的选项和配置,大大推动他们的价格标签。
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(照片/ Rivian)Rivian的强硬点
Rivian并不是唯一的汽车制造商所面临的挑战原材料不断上涨和生产成本。汽车制造商,一般来说,不仅是提高价格也大幅削减了激励。一个最近的研究凯利蓝皮书发现买家支付1月份厂商建议零售价在近83%的新车。
但Rivian似乎一直把头埋在沙子里直到现在。对汽车制造商提起诉讼,销售和营销前首席劳拉·施瓦布声称她被驱逐的原因之一是因为她质疑公司的智慧的起价为67500美元。
施瓦布说,她觉得产品价格偏低。显然,现在Rivian同意。
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