Super-Pharm Begins Selling Aion Electric Cars Online Without Real Consumer Benefits

On Tuesday, Super-Pharm announced it would sell electric vehicles from the Chinese manufacturer Aion through its online platform. This move appears to mimic the retail strategy of Rami Levy, who expanded electric car sales in Israel by offering new brands through unconventional retail channels. However, significant differences exist between the two cases that may limit Super-Pharm's impact.

Unlike Rami Levy, who partnered with a car importer focused on promoting new Chinese brands in Israel, Super-Pharm's stakeholding partner George Horesh is also involved in the import and sale of these vehicles, effectively selling cars through his own platforms. Additionally, Super-Pharm offers charging benefits via EV Edge, another company linked to Horesh. Notably, the cars will not be displayed in Super-Pharm physical stores, which specialize in cosmetics and pharmaceuticals, as this could harm store image and space.

The discounted Aion models offered online, such as the Aion V at approximately 155,000 shekels (down from 167,000) and the Aion HT at around 180,000 shekels, are already available elsewhere at similar or better prices. These models lack full European certification and are imported in small quantities, limiting their market potential. Aion's market position is weak, ranking 32nd in electric car sales in Israel with just over 1,000 units sold this year, compared to competitors like Tesla and ZEEKR.

Industry sources suggest Super-Pharm's online sales channel serves as a last resort to move inventory rather than a genuine retail breakthrough. The likelihood of non-Horesh affiliated brands appearing on Super-Pharm's platform is low due to potential conflicts. Marketing efforts are cautious, with limited promotions and no physical car displays. While initial sales of a few hundred vehicles could be considered a modest success, the overall impact on consumer choice and pricing is minimal.

There are concerns about brand value erosion, as selling cars alongside pharmacy products may damage Aion's image and resale value. This contrasts with Rami Levy's approach, where discounts were part of a deliberate strategy accepted by importers. The trend of retail chains entering car sales is expected to grow, but so far, it offers little advantage to consumers and poses challenges for maintaining brand prestige in the electric vehicle market.

Summary: Super-Pharm has started selling discounted Aion electric cars online, but the offer lacks significant consumer benefits and may harm the brand's value. The initiative mainly serves to clear inventory from a stakeholder's affiliated importer, with limited market impact expected.

Points: - Super-Pharm sells Aion electric cars online with modest discounts but no physical store displays. - The cars are imported by a stakeholder linked to Super-Pharm, limiting brand diversity. - Aion ranks low in Israel's electric car market, with limited sales and uncertified models. - Discounts offered are similar to existing market prices, offering little new consumer advantage. - The move risks damaging Aion's brand value by associating cars with pharmacy retail. - Retail chains entering car sales remain experimental with uncertain success.

Topic: economy

Entities: {"people":["George Horesh"],"organizations":["Super-Pharm","Aion","EV Edge","Rami Levy","ZEEKR","Tesla"],"places":["Israel"]}