The quiet vehicle that makes a noise in the market: meet the Maxus from China Motors

The vehicles of the Maxus electric vehicle brand from China Motors are indeed 100% electric and quiet on the road, but they make a lot of noise and buzz in the Israeli car market. Maxus models are seen as electric vehicles with a high cost-benefit ratio, and customers will also testify to a surprisingly good service and quality experience. We caught up with Yaron Cohen, manager of the electric vehicle division at China Motors, importer of Maxus, for an interview and a short conversation about his first steps in the electric brand in Israel, where the company is headed and what is important to give the customer.

Cohen, who lives and breathes the brand, goes down to the smallest resolutions with Maxus customers, and especially in everything related to the service experience the customer receives – from the stage of the sale and delivery of the vehicle to the service after the purchase. “China Motors welcomes the global electric vehicle revolution in general and in Israel in particular. The more electric brands and more electric vehicles there are, the more the revolution will grow,” he notes.

Maxus (photo: courtesy of the manufacturer)

The education of the Israeli market

“One of the reasons I chose this field and world of the electric vehicle, as corny as it may sound, was concern for the future of my children and the planet we are leaving them,” says Cohen. “The future has arrived in the State of Israel, and the Israelis are willing to adopt innovations. We are not only engaged in selling electric vehicles, but also in market education, and our dialogue with the sales people or with our customers is to change a worldview.

“When a customer buys a gasoline or diesel vehicle, he drives it, refuels, and that’s it. In an electric vehicle, the difficulty or challenge is the driver’s behavior with the vehicle – which requires a different perception from him. For him, there are no more gas stations and there is home charging or public charging – and these require prior planning before The trip. He can be spontaneous, but not 100%. If in the morning he decides to start and drive to Eilat, for example, he needs the battery in the car to be fully charged. Currently, the situation is better and there is already a fairly extensive layout of charging stations along the road.”

“Besides preserving the quality of the environment, there is another reason that customers buy electric vehicles, and that is saving on maintenance costs – saving 80% of expenses on a gasoline vehicle, fuel and maintenance. “This can be expressed in savings of tens of thousands of shekels a year in maintenance costs,” says Yaron. “And it’s not for nothing that you can see the penetration of electric vehicles into other markets, besides the private market.”

A fertile field of models

As of the moment of writing these lines, Cohen shares with us what is happening in the taxi market: “Maxus is the only company that has received permission to sell the Ionic 6 and Ionic +5 models to the taxi market. A taxi driver spends between NIS 7,000-9,000 a month just on fuel, even before treatments and repairs. Beyond us , for an electric vehicle, is nothing less than a revolution, and we are preparing for it, since the taxi driver needs a different customer experience and service. He cannot have a disabled vehicle due to long maintenance, so we are currently establishing a complete service system for taxi drivers.”

And what about the private customer?
“The advantage of Maxus is in its variety of models. Maxus, compared to other electric vehicle importers, who import one or two models, has five different models in different categories: a recreational vehicle, two types of mini-van (six and seven seats) and two commercial models with a different configuration (E -Deliver 3 and E-Deliver 9). The range of models allows Maxus to enter entities and companies that will for the first time switch to working with electric vehicles.”

Like WHo?
“Tel Aviv municipality has now purchased electric commercial cars from us,” says Yaron. “Even the main beverage marketing company, the Coca-Cola Company, bought commercial models, because everyone understood the advantage and savings of these vehicles. This understanding is also reflected in the impressive sales figures of the Maxus brand in Israel, certainly for a new and relatively young brand in Israel.” .

The new models

In the coming months, additional new models of Maxus should arrive, including a T60 pickup truck and a luxurious minivan with batteries and with improved ranges. “Just for the record, when the electric pickup was launched in England, about 1,000 units were sold at launch. It is important to understand that we are limited, unfortunately, by the government, compared to large importers, who can bring in any amount of vehicles they want. We can upload hundreds of Maxus vehicles For roads – this is a very respectable number.”

“We are satisfied with the launch of the Maxus Ioniq 6. We brought a total of five display vehicles, and about four weeks ago the first shipment of several hundred vehicles arrived, all of which were sold, and the second one, which is on the way, is also completely sold,” boasts Cohen, and rightly so. But he is not only proud of the sales figures: “It is important to us that every customer who purchased a vehicle from us receives a wonderful customer experience. This starts with us making sure that the customer receives the charging station at least a week before receiving the vehicle in order to prepare the location of the charging station at home or in the yard.

“Also, we provide a delivery experience (car delivery – LA), which includes serving champagne and chocolates and an hour’s in-depth training for the customer when the car is delivered. And if all this is not enough, there is no group on Facebook related to the Maxus brand and we are not there. We monitor customer posts and WhatsApp groups to check the level of satisfaction. One of the things I really enjoy is seeing posts from customers who track their driving ranges, show how much they saved and testify to the high quality of the ride. This is very important to me. The trick is not only to sell vehicles, but also to accompany the customers and provide them with service even after the purchase.

“We have 12 service centers nationwide – from Kiryat Shmona to Eilat – all of them are certified Maxus service centers, including an importer’s garage in Ashdod, connected to a spare parts inventory system, software updates and multimedia, garages that have passed tests and training and were selected with tweezers. We are looking five years ahead, and we are almost Every month a garage is added.”

The tax cloud

All this electric celebration is overshadowed by the taxation cloud for electric vehicles. Cohen explains: “We estimate that the increase in taxation, which we don’t know if it will happen or not and is planned for next January, will affect electric vehicle prices by a few percentage points. We at Maxos postponed the price increase three times, until finally we couldn’t absorb any more and had to raise prices. Will it hurt In sales? We hope not. We have not experienced a slowdown in orders. In any case, we have asked the manufacturer for delivery before January 2023, and the delivery rate so far is excellent. We are doing everything to make it happen quickly.

“It was not for nothing that we chose the phrase, as the name of the model, BE UNIQUE for the Maxus brand. We truly believe that our customers are unique, and therefore we provide them with a unique service experience that no other importer has.”

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