[테크홀릭] With the introduction of Hyundai’s half-price electric cars on the market, consumers can purchase electric cars at a much lower price than they are now. As Tesla announced a full-fledged reduction in electric car prices, the electric car market was already open to the half price electric car market, so electric car makers in each country were also in an emergency.
It is expected that Hyundai Motor will be able to enter into aggressive marketing not only to domestic consumers but also foreign car consumers such as Tesla by completing this circular win-win project with the government pushing back and Hyundai Motors leading the way.
According to a report by the Japan Economic Daily on February 18, Tesla Japan announced a sharp reduction in the price of the middle class EV “Model 3”. Among the three car models in the lineup, the middle class “Long Range AWD” cut 6552,000 yen (tax included, hereinafter the same) to 4.99 million yen, 1.56 million yen.
With this amount, applying the exchange rate as of the 19th will result in an average price of 52.24 million won. In addition, the standard range plus, a low-cost model, fell from 5.11 million yen to 4.29 million yen. It is 4,491 million won in won. It is quite competitive.
Still, the top model Tesla “Performance” did not change to 7173,000 yen. In a word, it is the will to bring a blast to the mid- to low-end market.
In Japan, the Model 3 is defined as an EV in the supply price range, so if you combine eco-friendly vehicle tax reduction of about 260,000 yen and subsidy system (400,000 yen), the actual purchase price will decrease further. When this happens, electric car consumers in Japan will purchase electric cars for 38 million won.
Tesla has been stepping down the price of new cars around the world since 2020. The crossover SUV model Y, launched in China in January, became a hot topic by cutting the price by 30% from the planned price of 5.36 million to 584 million yen in Japanese yen.
This is why other Japanese automakers are nervous. For the same reason, Tesla is highly likely to cause a blast in Korea.
US GM and other aggressive discounts
According to Tesla’s aggressive discount, GM also unveiled a new model of the electric vehicle’Volt EV’ on the 14th, setting it at $31995 (about 35.3 million won), which is 5000 dollars lower than the previous model, and it is becoming a hot topic. When it enters the domestic market in the second half of the year, I am curious about the market reaction. There is also a prospect that the actual purchase price could go down to the end of the 20 million won level due to subsidy payments, etc. when released in Korea because it is a mid-to-low price.
Electric vehicle experts predict that between 2023 and 2024, the price of electric vehicles will be similar to the prices of internal combustion locomotives such as gasoline and diesel, and the so-called half-price electric vehicle era will open wide.
There is also an analysis that this is the reason why Hyundai Motor Company joined hands with the government and joined hands with Hyundai Glovis and LG Energy Solutions. There is even an impatience that the domestic market will be taken away by staying as it is. Therefore, more than ever, public-private cooperation that transcends the interests of the industry is desperately needed. Chairman Eui-sun Eui-sun took the lead in inducing this atmosphere and actively trying to make a difference from Hyundai Motor Company.
Operation of a public-private collaboration system led by Chairman Eui-sun Eui-sun, pushed by the government and run by companies
Major companies in the Korean automobile industry will participate in this project.
Hyundai Glovis, LG Energy Solution, KST Mobility, etc. will participate, and the Ministry of Trade, Industry and Energy will push back, revitalizing the empirical rotation business of the electric vehicle business using batteries.
This project, led by Hyundai Motor Group Chairman Eui-sun Eui-sun, is meaningful in that it is a virtuous cycle model and a win-win model, and there is no backlash in that it is a way for everyone to live.
According to this figure, Hyundai Motor Company has partnered with the government, logistics, battery and mobility industries to demonstrate the electric vehicle (EV) battery rental (lease) business, thereby lowering the initial cost burden of purchasing electric vehicles and reusing and using batteries throughout the entire electric vehicle use cycle. It is expected to be able to build a virtuous cycle ecosystem.
To this end, on the 18th, Hyundai Motor Company signed a business agreement (MOU) with the Ministry of Trade, Industry and Energy, Hyundai Glovis, LG Energy Solutions, and KST Mobility at the Hyundai Motor Company and Kia R&D Center in Hwaseong-si, Gyeonggi-do for the rental of electric taxi batteries and the use of batteries after use .
Prime Minister Jeong Sye-gyun and Minister of Trade, Industry and Energy Sung Yun-mo attended the MOU signing ceremony in person and promised close cooperation from the government. In addition, officials such as Hyundai Motor Group Chairman Eui-sun Eui-sun, Hyundai Motor Company President Gong Young-woon, Hyundai Glovis President Kim Jung-hoon, LG Energy Solutions President Kim Jong-hyun, and KST Mobility CEO Lee Haeng-ryul participated to deeply sympathize with the meaning of collaboration.
Hyundai Motor Company introduced that this demonstration is a project undertaken by the government’s regulatory sandbox approval. The Ministry of Industry also held the 4th Industrial Convergence Regulatory Deliberation Committee on October 19 last year, deliberating and deciding on agendas such as’battery utilization business after using electric vehicles’, encouraging this circular win-win business.
Share risks, share profits
With this MOU, taxi platform operators purchase electric vehicles and immediately sell battery ownership to leasing operators. After that, the operator pays the battery lease on a monthly basis during the period of the electric vehicle holding. It is advantageous because it is a way to distribute risks.
In fact, the cost of the electric vehicle can be lowered because the operator is purchasing an electric vehicle at a price without the battery price.
It also demonstrates a circulation model that regenerates and regenerates expensive batteries. This is a method of using the used battery, which is secured when replacing the battery mounted in an electric taxi with a new battery, into an energy storage device (ESS) and used for rapid charging of electric vehicles. ESS already has considerable domestic technology stockpiled.
Officials explained that the ESS can be charged during the late night when electricity is cheap, and the electric vehicle can be charged by using the ESS during the daytime when electricity is expensive.
While overseeing the demonstration business, Hyundai Motors sells the electric car’Kona Electric’ to KST Mobility, a taxi platform operator, provides a battery warranty, and also sells replacement batteries. With a double and triple safety device, Hyundai Glovis operates a battery rental service and performs battery recovery and logistics after use.
That’s a burden too.
Next, LG Energy Solutions purchases batteries after use to evaluate safety and residual value. In addition, an ESS is manufactured from a battery after use, mounted on a rapid charger for electric vehicles, and sold to KST Mobility, a vehicle operator. It is also a risk distribution.
KST Mobility operates an electric vehicle-based taxi franchise service and uses ESS rapid chargers to charge taxis. Driving and battery data collected through electric taxi operation are provided to companies participating in the MOU to coexist. The government, especially the Ministry of Industry, is planning to actively support the project so that the project can be promoted smoothly in consultation with relevant ministries, and operate a working group to check the progress and pending issues on a quarterly basis. It is useless if there is no institutional support.
The problem is the price range. It has not yet released public figures. However, in the market, experts are analyzing that the target range must be in the late 20 million won and 30 million won range to be competitive. That way, even in countries that do not have subsidies for electric vehicles in the future, it is calculated that they can be sold as a business model that can reduce the price gap with internal combustion engine vehicles.
Automakers experts say that this project will open up the era of electric vehicles in the domestic automakers industry, and if the price is also effective, Hyundai Motors’ second revival can begin in the domestic and international markets.
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| Government and industry officials, such as Prime Minister Jeong Se-gyun, Minister of Industry, Seong Yun-mo, Hyundai Motor Group Chairman Eui-sun Eui-sun, Hyundai Motors Gong Young-woon, Hyundai Glovis President Kim Jung-hoon, LG Energy Solution President Kim Jong-hyun, and KST Mobility CEO Haeng-ryul Lee, are attending the Namyang Research Center. Photo = Hyundai Motor) |