For some manufacturers, achieving 20,000 units per month of a single model would be considered a significant success, yet in the case of Nice Wall’s electric vehicle (EV) Ora model, such volumes resulted in a financial loss. Dong Yudong, CEO of Ora, cited a fundamental shift in market demand as the primary motivator behind the discontinuation of the Black Cat and White Cat, two small electric hatchback models that were phased out over the past few years.
During the interview, Dong clearly articulated his understanding of the concept of choice, subsequently elaborating on its underlying economic principles. Although the Ora model had consistently generated around 20,000 yuan ($2,800) in monthly gross sales from its Black Cat and White Cat fashion lines, as reported by Dong, each sale resulted in a significant loss of approximately 10,000 yuan ($1,400). According to him, the monthly loss exceeded 200 million yuan (approximately 28 million USD), a figure deemed unsustainable for the business model.
In China, the total cost of powertrain systems – comprising batteries, motors, and electronic control units – significantly contributes to an automobile’s overall value. In the context of the Black Cat and White Cat fashion lines, the majority – potentially up to 90% – of the overall cost is attributable to the case. Meanwhile, the battery itself contributes between 40% and 60% of the total expenditure.
While impressive sales figures initially suggest profitability, the subsequent culling of these fashion lines underscores the intense competition in the market, where only the strongest survive. As government subsidies dwindle, companies are finding it increasingly challenging to turn a profit, particularly when it comes to smaller electric vehicles. The investment in electric vehicles by the European Union, United States, and other countries may be further justified by China’s reluctance to fully leverage the benefits of these technologies. Notably, this is another significant admission from a Chinese industry insider, who previously revealed that only BYD and Li Auto among the new energy vehicle companies managed to generate a profit, as previously reported by us.
The Ora Black Cat, formerly known as the Ora R1, was manufactured from 2019 to 2022. Measuring just 3,495mm in length, 1,660mm in width, and 1,560mm in height, with a compact wheelbase of 2,375mm. The White Cat measures 3,621 mm in length, 1,660 mm in width, and 1,520 mm in height, with a wheelbase of 2,490 mm. The production of the automobile began in 2020, and according to available data, its sales likely discontinued by 2022.
Editor’s observe:
Given so recently the production of both Black Cat and White Cat ceased, it’s peculiar to hear Dong offering such insights in an interview. At the same time, he presented seemingly contradictory insights, predicting that over the next five years, sales of electric vehicles (EVs) measuring more than 4.6 meters in length would actually decrease, while compact cars (A0 class) would see an increase in popularity within three to five years. Without specifying what about these cars strikes him as aggressive, his criticism remains vague and unconvincing.
Supply: Quick Expertise
