Is 37,900 yuan a high price for a new A00-class vehicle?

On September 8th, the Besturn Xiaoma "Auspicious Horse" (hereinafter referred to as the Auspicious Horse) made its official debut, priced at 37,900 yuan. This new model builds upon the existing version, incorporating enhancements such as a CATL battery, modern LED headlights, and a stylish cocoa brown interior. However, it was the price tag of 37,900 yuan that truly captured the market's attention.

Some netizens directly questioned, "Are microcars now so competitive that people are willing to pay 37,900 yuan for one?" Others argued, "If it still costs over 10,000 yuan even after subsidies, it's not worth the investment." These doubts from netizens are not without merit. Today, the market for microcars priced around 30,000 yuan has undergone significant changes, with an increasing number of model options and continuously declining prices. In this competitive landscape, the Auspicious Horse, priced at 37,900 yuan, faces limited opportunities to gain a price advantage.

In the same market segment, several micro pure electric models are already available for approximately 30,000 yuan. The Wuling Hongguang MINIEV, for instance, has an official starting price of 42,800 yuan, with some dealerships offering it for as low as 32,800 yuan. The Chang'an Lumin starts at an official price of 37,900 yuan, with certain models eligible for discounts of up to 10,000 yuan. Similarly, some Geely Panda models also offer discounts around the 10,000 yuan mark. In comparison, the Auspicious Horse, priced at 37,900 yuan, appears less "attractive" in terms of pricing.

More notably, with some A0-class small cars continuously reducing their prices, they are now encroaching upon the price range of microcars. For consumers, spending a few thousand to 10,000 yuan more can provide them with a larger vehicle, more spacious interiors, and richer features. When the budget difference is not substantial, opting for a larger small car becomes a more appealing choice.

For the Auspicious Horse, when compared to lower-priced alternatives, it may not be considered cheap enough; when compared to higher-priced small cars, it lacks the size and versatility. In such a price niche, it will be challenging for the Auspicious Horse to replicate its past sales success.

From January to July this year, the cumulative sales of the Besturn Xiaoma reached 30,276 units, averaging about 4,325 units per month. This figure represents 54.4% of the sales volume during the same period last year, indicating a near halving of sales. It's worth noting that at its peak, the Besturn Xiaoma once sold 14,688 units in a single month. Today, the Besturn Xiaoma is no longer the "fast-running" little horse it once was.

In fact, the decline in Besturn Xiaoma's sales is directly linked to the diminishing policy incentives in the micro electric vehicle market. Previously, low prices and low operating costs were key factors attracting consumers to microcars. However, starting this year, the purchase tax exemption for new energy vehicles has been adjusted from full exemption to half exemption, adding an extra 1,500-2,500 yuan to the purchase cost of a microcar priced between 30,000-40,000 yuan. Simultaneously, the "trade-in" subsidy has also been revised to be based on the vehicle price ratio, reducing the subsidy available for lower-priced models. For consumers with a budget of 30,000-50,000 yuan, a cost increase of several thousand yuan is sufficient to influence their purchasing decision.

Besides policy changes, the A00-class market itself is also contracting. In the first seven months of 2026, sales in the A00-class vehicle market declined by 61.3% year-on-year, with the entire niche segment experiencing a clear cooling-off period. As part of this market, the Besturn Xiaoma is naturally affected.

Additionally, according to Cui Dongshu, Secretary-General of the China Passenger Car Association, in August, only 10 domestic passenger car models saw price reductions, but the average reduction per model rose to 45,000 yuan, with a price reduction intensity of 17.8%. This indicates that while automakers are no longer universally lowering prices, the price war has not truly ceased. For the Besturn Xiaoma, priced at over 30,000 yuan, a larger price reduction could further narrow the price gap between it and larger-class models, making it easier for consumers to adjust their budgets upward.

In such a market environment, the appeal that the Besturn Xiaoma once had through its low prices and compact size is no longer as pronounced. For the Auspicious Horse, priced at 37,900 yuan, the key is to convince consumers that their money is well spent. Although the new model offers configuration upgrades, whether it can justify this price depends on consumers' actual choices. At least for now, it remains uncertain whether the Auspicious Horse can achieve ideal sales figures.

(Image sourced from the internet, removed if infringing)