Smart electric cars. Any chance with the joint brand
On 8 april, the east wind day production presented a sample of observations at the nx8 launch in guangzhou。
Nx8 is divided into two dynamic six versions. The incremental version offers 310 max, 150 max and 150 pro options, with official instruction rates of $179. 9 million, $169. 9 million and $159. 9 million, respectively, and pure electricity of 650 max, 580 max and 580 pro options, with official instruction rates of $184. 9 million, $1. 699 million and $159 million, respectively. As a result of the downward reduction of $10,000 by 30 april, the final sale price was $149,900。
This price, which is not “jointly financed”, is directed at autonomous brands and new powers。
Apart from the price, the functions of the east wind's daily nx8 can be matched by the chinese brand, with up to 310 km of pure power, and the auxiliary driver using momenta, which has been used for the "frigerator's coloured and powered sofa". Previously, the east wind produced n7, n6, which showed similar characteristics。
Japanese, east wind, and east wind were among the world's first producers of electric cars and china, but the “soldiers” were at risk of becoming “precords”. Today, the east wind’s daily-product adjustment strategy has led to more indigenous organizational decision-making, with products “touching for ideality across the river” and producing products that better match the chinese market. Opportunities for joint ventures in the chinese market still exist。
01
It's a very short press conference
The release of nx8 from east wind will break the rules。
The first is a 30-minute period; the second is the issuance of the core layout and price, which is completed in about 16 minutes instead of the final issuance。
This car, which locates five large suvs in the family, has a very comprehensive capacity。
The core three-power component, nx8 from the east wind, carries the cloud shield battery 2. 0 and uses the ninde-era core, with a pure tram-type of up to 650 km, supporting 800 v 5c overload and a six-minute supplement of 300 km. A total of 310 km of additional vehicle-type pure electrical continuation, with a combined continuation of 1450 km, and only 4. 51 l/100 km of fuel consumed。
On the smart side, nx8 uses the momenta's auxiliary driving system, with one-click automatic parking, with a side, angular, extremely narrow spaces covered. The cabin carries the voice assistant "ni ni". The car display system is 63 " ar-hud " , with a medium-controlled screen and a double screen for entertainment, both 15. 6 " 。
On the look of it, nx8 is designed to be non-impaired, with six very high-quality car colours available for selection, with the maximum cross-line belt of the same grade and the maximum global oled light unit taillight。
On the comfort configuration, nx8 has an ai zero-gravity blanket seat with 25 massage and support airbags to fit the body. In the rear row, 133 degrees of electric recoil, electric regulation, ventilation, heating and massage are fully integrated. Double-door ai smart cooler, 6°c ice, 55°c hot milk。
In space, the nx8 axis is 2917 mm, with a back-row width of 450 mm. The pure electrical back-up box 773l has a super-heavy volume of 746l。
With regard to configurations, east wind day has made it clear this time that learning the ideal vehicle “first-in-door” product strategy is 71 high-value configurations。
General manager, east day vehicle sales limited, sin woo (right) and east day motors marketing limited, general manager, new energy brand, wang xing (left)
“for the first time in the past many years, the entire joint venture brand has not been a junior high school, but a top one.” wang jing, general manager of the new energy brand, east day motors marketing company ltd., revealed in an interview that “the first aim was to give consumers an excessive choice and not to struggle with configurations. Second, efficient configuration would also help costs.”
This configuration, can this price hold
“you're actually asking us the question of the price and whether we make money.” in an interview after the conference, general manager sin woo, east wind day motors sales limited, was asked about the pricing strategy and responded that “prices are market-based and cost-driven. Technology downfalls, size advantages, finding particularly good suppliers and then giving real value to customers.”
The market feedback was good after the recent series of n series, but n7 faced delivery challenges。
On this occasion, wang qi indicated that delivery would start on 8 april, the day it was launched; the delivery of the additional vehicle would continue in mid-may. “this month we have fully prepared thousands of vehicles for delivery. So delivery is already a gap beyond the past for us。
About an hour after the launch, wang qian put out his cell phone at the media meeting to see real-time order data: "new orders, 8423."
02
Feel the ideal across the river
This time, nx8 came on the market under the slogan “a better suv for the whole family”, which is in keeping with the purpose of the ideal car。
The nx8 product strategy is similar to that of the ideal car: it locates “a better suv for the whole family” and is based on “a full house” and emphasizes the experience of “c place for all”. These labels have been successfully inserted into consumer minds in ideal cars over the past year。
"the ideal label is a moving home, a father's car. Japanese, our labels are comfortable, we are human beings." the chief product officer of the east wind said, “we are learning the ideals, but not stomping, so to speak
And sin woo said, "well, i wanted to do a series of increments, we did e-power and people touched our river, and i touched it today. It touches me. I want to touch it."
However, nx8 and the ideal equivalent l6 are not in a price range。
“we are still on different tracks, and the ideal is still in the middle of more than 200,000, but we focus first on 15. 2 million. We want to be a more ideal suv on the mainstream track for 15-20 million, for this mainstream household user。
The suv market of 150,000 to 200,000 households had almost no monthly sales of 10,000 products before nx8. It's a middle zone caught by biadi and the ideal. - not up to ideal l6/7/8 and down to biadi's value for money. Nx8 tried to locate this blank area。
03
Joint venture for survival
After the launch, the press asked sinwoo: "the public, toyota, honda, japanese, who will survive in two or three years and who will die
The background to this problem is the widespread acceptance of joint ventures in the face of the strong rise of chinese brands. In 2025, the share of public, toyota and honda brands in the chinese market continued to shrink. The industry generally expects a joint venture brand to exit the chinese market within two to three years。
Of course, it's chilling。
“we lost hundreds of homes in the last year as a whole.” sin woo told us in his group visits. At the same time, however, he states that the distributor team is currently very cohesive and that “the general group of people is very smart and has a very poor quarter, but the distributor team has not complained”。
Unlike other joint venture brands, the plight of this day-to-day production is even more deplorable. Because of the rise of autonomous brands and new powers in new energy vehicles, japanese and east wind plants were the first to launch electric cars。
In 2010, japanese production produced a global download of pure electric cars (leaf) to establish the status of an electric pioneer. In 2014, the east wind, which was built on a hearing, introduced the early morning wind, making it one of the first fully-funded models in the chinese market. However, the market was tempered by the continuation of 175 km and the high price of 240,000+。
In 2018, the east wind produced a new efficacious, pure electricity, which was referred to as a “oil-to-power” platform based on fuel trucks, with no advantage in space, continued flight, high prices and no market。
In 2022, ariya ariya, a fully manufactured new car, was brought to the market on the basis of an original pure power platform. However, the vehicle was sold at an overpriced price of $27. 28 million, while its intellectual and indigenous suitability was inadequate, it was sold out in intense competition and eventually cleared out。
As a result, global motorists have come to realize that the rules of competition in china’s market are completely different from those in the global market, and that a strategy based on global corporate decision-making and global integration is simply not feasible. Localization and reliance on chinese supplier resources are the only options。
Since 2025, the east wind has changed its strategy to launch the n series: in april 2025, the pure sedan n7 was marketed at a value of 119. 9 million and sold at a monthly rate of 10,000. In december, mixed car n6 was placed on the market, and nearly 7,000 vehicles were sold at high light times per month. Today, the medium-sized and large suv nx8 has been introduced, especially with the chinese-specific power system, the incremental vehicle。
In addition, the east winds day had introduced the hong mon module into the skybus model, with momenta's auxiliary driver in the n series — intelligent, and east winds days had followed forward forces。
As a result, chinese-owned brands and new powers have been able to compete with competition in all their functions, as well as positive prices。
Turning to the question “who can live”, sin woo did not answer directly, but he offered what he thought the standard of survival: “run faster, really understand the market, and then play faster”
In the light of these three articles, while it is not possible to claim survival, it does show a higher appetite for survival than other joint venture brands。
