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Enter the "fast lane".
Written byLi Jinlin.
EditWen Jie.
In 2023, the new energy vehicle industry will enter the fast lane of development, and it will also face many changes and challenges such as the policy environment and product upgrades.
On the whole, the development momentum of new energy vehicles is very strong. According to the data, in the first three quarters of 2023, the global sales of new energy vehicles reached 97460,000 units, of which 627 were sold in China80,000 units, accounting for 29 percent of China's new car sales8%。As of the end of the third quarter of 2023, the cumulative global sales of new energy vehicles are about 37.7 million, accounting for about 60% in China.
However, among them, there have been many players who have fallen behind. At the same time, round after round of first-class battles are still being staged in turns, and the "tens of billions of subsidies" of new car-making forces have also become a brand assessment topic.
While rolling in, while going to sea, the new energy vehicle track is far from a foregone conclusion.
Keyword 1
Price reduction
It seems to be cutting meat, but in fact it is grabbing the mountain
The price reduction has been carried out by the new energy vehicle industry for a whole year.
At the beginning of 2023, the "national subsidy" for new energy vehicles, which has lasted for 13 years, will officially end, and some new energy vehicle companies have issued price increase notices, but some car companies have embarked on the road of price reduction and sales volume, including the ** "volume king" Tesla.
At the beginning of the year, the starting price of Tesla's domestically produced Model 3 model was adjusted to 22990,000 yuan, down 360,000 yuan;The starting price of the Model Y has been adjusted to 25990,000 yuan, down 2 from before90,000 yuan, which changed the record of the lowest ** in history, and then the first round of "** war" quietly started.
In the middle of the year, the second round of "** war" came even more turbulent, and Weilai officially announced a price reduction of 30,000 yuan for all models, and also gave an additional "10 billion subsidy" to old users. Subsequently, brands such as Xpeng, BYD, GAC Aion, and Zeekr also lowered some products**. Tesla dropped again, and the Model Y dropped by 140,000 yuan, the phenomenon of "upside down" in the second-hand car market is still intensifying, and user rights protection incidents are frequent.
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Perhaps it has entered the sales sprint stage at the end of the year, and in the last month of 2023, the third round of "** war" has ignited again, and the battle is becoming more and more intense. According to the data compiled by "Easy Car", BYD Auto has adjusted the ** of many models, including Qin PLUS DMI 2023 Champion Edition, Han EV Champion Edition, etc., with a discount of up to 30,000 yuan, and also adjusted Song MAX DM-i, Yuan PLUS Champion Edition, Dolphin and other models, with a discount of up to 180,000 yuan;Xpeng P7i full range of supreme discount 260,000 yuan, Zhiji LS6 comprehensive discount 3760,000 yuan.
Traditional car manufacturers are also following suit, with BMW ix3 discounts of up to 17050,000 yuan, Mercedes-Benz EQE price reduction of some models as high as 160,000 yuan, Volkswagen ID6 crozz offers a maximum discount of nearly 70,000 yuan ......The major car companies have "killed" the red eye, and the "waiting party" has also won a long-lost victory.
Although "war" cannot be called a benign development model of an industry, it is almost a necessary link. For such an industry competition situation, various new energy vehicle companies have different views, for example, Zhu Ling, vice president of ZEEKR, once mentioned: "ZEEKR does not want to fight, but we have never been afraid of fighting." **When the war starts, we can endure it at most, and others are bleeding. ”
Li Xiang, chairman of Li Auto, said: "The pressure must be great, and the most stressful point in this industry is that the top two companies can fight the best battle, which is not seen in other industries." ”
These attitudes reflect that the head new energy car companies also have pressure in the "first war", but they may benefit more. After exchanging low prices for sales, you can greatly reduce the cost of the first chain, thereby reducing the cost of the whole vehicle, and then continue to give a greater price reduction. In this process, if there is no strong enough financial strength and production strength, then it is very likely to be squeezed out of the market.
Therefore, the price reduction that seems to "cut the meat" is actually a scramble to become the new king.
Keyword 2
Shuffle
Star car companies, fell before the finals
Five years ago, NIO, Xpeng, Weimar, and Byton were known as the "Four Tigers of New Forces", and both consumers and the capital market were firmly locked on them. However, this year, the first echelon has changed players, and WM Motor and Byton Motors have been ruthlessly thrown away.
Let's talk about WM Motor first, the funding problem has actually surfaced since 2022, and it continues to have an impact on automobile production and corporate operations. Until the end of March this year, the debt on WM Motor's account was as high as 89500 million yuan, long-term insolvency has made it impossible to cover up problems such as work stoppage, production stoppage, and wage arrears.
The Shanghai Qingpu District Consumer Protection Committee directly reminded consumers to "buy WM Motor with caution", and then WM Motor was frozen with an equity amount of 12.3 million yuan, and three new pieces of information on the person subject to execution.
For a time, Weimar became a "dangerous horse", and the owners were heartbroken.
However, WM Motor has not given up resistance, and has repeatedly emphasized that it has not filed for bankruptcy, and that the pre-restructuring is only a self-help act at the early stage when the company is facing difficulties. Not long ago, Lin Mingjun, chairman and CEO of Kaixin Auto, revealed that the merger and acquisition between Kaixin Auto and WM Motor is currently in the second stage, that is, audit due diligence, legal due diligence, financial audit and other work. The next third stage is for the two parties to formally sign the SPA M&A agreement and submit it to the NASDAQ exchange for approval to complete the legal M&A process.
If the merger and acquisition can be successfully completed, then WM Motor may be able to seize an opportunity to regain its strength and regain its face in the new energy vehicle circle.
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Source: WM Motor's official WeChat.
Byton's luck seems to be worse, as a star car company that has opened a gap with the "PPT car" queue from talent to car-making strength, Byton has also fallen on the problem of funds. BYTON has invested more than 70% of the funds in research and development, which shows sincerity, but this has repeatedly delayed the progress of production line construction, which eventually led to difficult delivery, and was directly criticized for "burning 8.4 billion yuan but not being able to build a production car".
In June of this year, the two companies associated with Byton, Nanjing Zhixing New Energy Vehicle Technology Development, Nanjing Zhixing Electric Vehicle, were filed for bankruptcy and liquidation.
Nowadays, Byton Motors is talking about in the industry because 300 employees ate 50 million yuan of snacks a year, a box of customized business cards for employees** up to 1,000 yuan, and the treatment of many vice presidents is comparable to that of the world's top 500 companies. The "trench" is real, but so is the failure.
In addition, Evergrande Automobile, Singularity Automobile, Reading Automobile, Tianji Automobile, Aiways and other new car-making forces have also entered the dilemma of "the middle way collapses before the start-up". Seeing that other new energy vehicle manufacturers are vigorously expanding their territories overseas and seeking a second growth curve, these players are becoming more and more difficult to match.
Keyword 3
Go to sea
Epoch-making changes are taking place
In 2023, the annual sales of new energy vehicles in China are expected to reach about 9.4 million units. Xu Haidong, deputy chief engineer of the China Association of Automobile Manufacturers, said, "China's auto industry has the ability to quickly meet the extreme needs of consumers, and overseas consumers also need this extreme demand." China's cars are getting better and better. ”
From January to November this year, the production and sales of new energy vehicles in China were 84260,000 and 83040,000 units, up 345% and 367%, with a market share of 308%。In addition, according to the China National Association, in 2024, the overall sales of automobiles will be about 31 million, and the market share of new energy passenger vehicles will reach 43%.
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With the continuous strengthening of the infrastructure of new energy vehicles, car companies have also been involved in the "tide of going overseas".
Among them, the most noteworthy is the Middle East market, Wind data shows that as of the end of the second quarter, the Abu Dhabi Investment Authority and the Kuwait Investment Authority appeared in the list of the top 10 outstanding shareholders of dozens of A-share listed companies. The two sovereign wealth** hold a total of 135 values5.8 billion yuan. A series of signs indicate that Middle Eastern capital is pouring into the Chinese market, including new energy vehicles.
In addition to Middle Eastern investors who have already achieved mass production but need a certain amount of financial support, the UAE, Saudi Arabia and other regions of the vehicle tariff is only 5%, which also makes China's new energy vehicle companies have more room to go overseas.
Compared with catching up in the domestic market, new energy vehicle companies have contributed to the results of concerted efforts when going overseas, so that many overseas markets have gradually begun to form a label recognition of "new energy" for Chinese automobiles.
Up to now, China's automobile industry has realized the whole industry chain including vehicles, technology, brands, power batteries, charging piles and other "going to sea", CATL, China Innovation Airlines, Guoxuan Hi-Tech, EVE Lithium Energy, Honeycomb Energy, Xinwangda and other domestic power battery manufacturers have disclosed overseas layout planning, Nenglian Zhidian, Xiangshan shares, Cresda, Teruide and many other new energy vehicle industry chain related enterprises are also accelerating the development of overseas markets.
From the export of complete vehicles in the past to the direct construction of local factories to further realize the localization of parts and services, new energy vehicle companies have shifted from the output of products to the output of the whole industry chain. The global automotive industry is undergoing an epoch-making change, and this is an opportunity for China's independent auto brands to use their strength to dialogue with traditional giant car companies.