Buick is responding to increasing competition in a way that's common for local automakers -- lowering the price of its cars by removing some comfort features.
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General Motors' Buick brand has added a lower-priced version of its first electric vehicle (EV) model based on the Ultium platform, the Electra E5, in China, responding to increasing competition in a way that's common among local automakers.
Buick today added a version of the Electra E5 called the Pioneer Edition, with a starting price of RMB 169,900 ($23,220), which is RMB 39,000 ($5,330) lower than the previous least expensive version.
The model previously had five versions with starting prices of RMB 208,900, RMB 222,900, RMB 225,900, RMB 239,900 and RMB 278,900 respectively.
The new variant is identical to the previous lowest-priced version in terms of core specs, and is equipped with an electric motor with a maximum power of 180 kW, and uses a Li-ion ternary battery with a battery pack capacity of 68 kWh and a CLTC range of 545 km.
However, the new version eliminates a number of features, including automatic folding of the exterior mirrors, a panoramic sunroof, electric adjustment of the seats, the steering wheel heating, and seats heating.
The move is expected to help achieve higher sales by allowing the model to reach customers who are price-sensitive but don't need additional comfort features.
On April 13, Buick officially launched the Electra E5 in China, where it is considered competitively priced.
On April 25, Buick said the Electra E5 received more than 8,000 orders after 12 days on the market.
On May 29, SAIC GM said the first vehicle deliveries of the Electra E5 had begun.
The Electra E5 delivered 3,587, 3,722, and 3,961 units from June-August, according to figures previously announced by SAIC GM.
In addition to the Electra E5, Buick made another SUV, the Electra E4, available in China on June 19 at a starting price of RMB 189,900, respectively.
Deliveries of the Electra E4 in China began in July, with 1,762 units delivered in July.
($1 = RMB 7.3176)
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