Dingjiaoone original.
Author |Reminiscence.
Edit |Fang Zhanbo.
On December 1, new automakers announced their November deliveries.
Ideal and Aion continue to maintain more than 40,000 vehicles, Xiaopeng has passed 20,000 vehicles, and Weilai is in 1The 50,000 mark hovered, and Nezha, the new power sales champion last year, fell to outside the fifth place.
The biggest highlight is in the question world, "back from the dead" after the delivery of more than 180,000 units, and it is expected to exceed 20,000 units in December. Zero run also stabilized at 1More than 80,000 vehicles, choose the opportunity to sprint to the 20,000 mark.
The most stable is BYD, with sales of 30 in November20,000 units, a real lead. BYD is still cutting prices, launching limited-time offers ranging from 5,000 to 20,000 yuan in December, and the price of Qin Plus has even dropped to below 90,000 yuan.
Overall, the delivery volume in November did not increase significantly compared with October, and the ranking of individual automakers has changed, and the overall pattern is relatively stable.
After the release of this report card, car companies will go all out for the remaining month of 2023, and whether they can complete the annual KPI will be determined here.
The monthly delivery of 20,000 vehicles is a hurdle for all new car manufacturers. Whether it is ideal, or Weilai and Xiaopeng, they have taken it as an important phased goal. Its symbolism is even greater than its practical significance.
Especially for NIO and XPeng, whether they can sell 20,000 units a month is crucial.
In November, Xiaopeng delivered 20,041 vehicles, although it had just passed the line, but it finally confirmed the name of 20,000 monthly sales. This is the second time Xpeng has delivered 20,000 yuan a month, the last time was in October - 20002 units.
In order to wipe the line and pass the test, Xiaopeng tried his best. In October, some car owners said that Xpeng Sales privately activated their cars at the end of the month to complete the delivery impulse.
After the sales passed, Chairman He Xiaopeng had the confidence to speak, and even began to scold Huawei. In an interview in early November, He Xiaopeng bluntly said that the AEB mentioned by the friend businessman (Wenjie) was fake. Xiaopeng's people also went to ask and found that "its (Wenjie) AEB can't be driven at all, and there are too many cases of mistaken braking on the road."
This annoyed Yu Chengdong, and the two launched a fierce debate around AEB, attracting a group of melon-eating people. Of course, the final outcome is completely predictable: shake hands and make peace, it doesn't matter if you win or lose the debate, and attention is king.
Xiaopeng does have the capital to show off now. Although the company is still losing money, sales are rising, you must know that in January this year, Xpeng only delivered more than 5,000 vehicles, and the entire first half of the year did not deliver more than 10,000 vehicles in a month. After crawling out of the pit, Xpeng got a strategic investment from the Volkswagen Group, remodeled the Xpeng G9, delivered the Xpeng G6 in large quantities, and also released the first MPV model, the Xpeng X9.
In November, Xpeng G6 delivered 8,750 units, a record high. On the track of pure electric SUVs (excluding range extensions), this is a good result.
Xpeng is "reborn in Nirvana", and NIO is in the cold winter.
In November, NIO delivered 15,959 vehicles, which is still some way from the target of 20,000 vehicles. Chairman Li Bin has said more than once in public that he will achieve an average monthly delivery of 20,000 vehicles in the second half of this yearNIO has only once achieved its target – delivering 20,462 vehicles in July.
The reason why the target was reached in July was because the price was reduced in June. At that time, the whole series of new NIO cars was lowered by 30,000 yuan, and the rights and interests of battery swapping were no longer sold with new cars, giving users more choices, which made **ES6 rush to sales. **ES6 delivered 11,118 units that month, which is quite impressive.
The ES6 is still the sales leader of NIO, but the stamina is insufficient, and the growth brought by the price reduction has not lasted long, and the sales of other models are not strong.
After July, NIO's monthly deliveries have declined as a whole, and it has remained at 1 for the past three months60,000 units. Compared with October, NIO's deliveries in November fell slightly, which is rare among new car manufacturers.
Many people say that NIO's stall is too big, and the money is spent on the back of the knife to make batteries, make chips, and send mobile phones. Li Bin has always been stubborn and refuses to admit it, and resolutely refuses to accept others to teach him to be a CEO. Now, NIO is starting to lay off employees.
According to Li's internal letter released in early November, NIO will next merge redundant departments with jobs, eliminate inefficient jobs, and postpone and cut investment in projects that cannot make money for three years. As a result of this adjustment, the number of jobs will be reduced by 10%, corresponding to nearly 3,000 employees.
The last time NIO made such large-scale layoffs was during a cash flow crisis in 2019. The problems encountered by NIO this time may not be as severe as last time, after all, the company still has money in its accounts, but how long this money can be burned is a problem.
NIO's factory issue remains unresolved. Among the leading new EV manufacturers, NIO is the only car company that is still OEM and has not obtained independent car manufacturing qualifications. JAC, which has been manufacturing for NIO, announced in late October that it would sell two of NIO's factories. On the day of the announcement of sales on December 1, JAC Motors announced that it had signed a "Smart New Energy Vehicle Cooperation Agreement" with Huawei, and JAC Motors would be responsible for the overall product development of the cooperative models.
NIO's car-making qualifications and factory problems are the biggest uncertainties affecting the next sales.
Throughout November, Huawei's most active player in the automotive industry was Huawei.
First of all, Yu Chengdong and He Xiaopeng fought each other in the air, cracking down on friends with one hand and promoting their own AEB with the otherThen Huawei upgraded its smart car business to "Hongmeng Zhixing", and at the same time released the first model of the Zhijie S7 in cooperation with CheryImmediately after a test drive accident with a questioning M5, AEB did not recognize it, and Yu Chengdong came out to respond that the driver mistakenly used the accelerator as a brake;Subsequently, Huawei Chebu was spun off from Huawei and independently financed, and several traditional car companies were invited to form joint ventures.
In this series of events, the first thing worth paying attention to is the development of the questioning world. Wenjie is the first brand under the cooperation of Huawei's smart car model, and it is also the new car brand with the highest "Chinese content".
In November, Wenjie delivered 18,827 new vehicles, setting a record high. According to the latest battle report released by Wenjie, the number of new M7 has exceeded 100,000 units, and the only thing that limits Wenjie now is production capacity.
According to the production capacity estimate,2 new cars can be delivered in December30,000 units, and the monthly delivery capacity is expected to reach 30,000 units from next year.
With the new M7, Huawei has completely revitalized the Wenjie brand.
Of course, the controversy remains. Not only is He Xiaopeng unconvinced by Yu Chengdong's "far ahead", but many people also question his exaggerated marketing.
Dongguan's Wenjie M5 test drive suddenly accelerated when reversing, and the rear wheel directly "rode" on the roof of a BYD car parked on the side of the road, which made Yu Chengdong slightly embarrassed that "it is difficult to collide if you want to reverse" just said a few days ago. Huawei's over-hype has created misunderstandings for the outside worldJust like the intelligent driving advocated by car companies in the past few years, it seems to be omnipotent, but it actually has many limitations. Today's AEB of Huawei's "omnidirectional collision avoidance" also has many qualifications.
Of course, this is all secondary for Huawei, which is busy expanding its "circle of friends".
In addition to asking the world, Huawei has built a huge "world" family. Tianyancha shows that Huawei has also applied for trademarks including Huijie, Xiangjie, Lanjie, Haojie, Hejie, Xuanjie, Tengjie, Xiangjie and other "Jiezi". Wenjie is the product of the cooperation between Huawei and Cialis, and the cooperation object of Zhijie has been replaced by Chery.
The Huawei smart car model that Yu Chengdong once insisted on has finally been verified to be the most suitable. Now this model has been upgraded to Hongmeng Zhixing, and partners include Cialis, Chery, BAIC, and JAC.
After the counterattack of the world, traditional car companies began to put down the "soul debate" and accept the reality, and Huawei car BU finally had to embark on the road of independent development and extensive cooperation with car companies.
According to Huawei's financial report, the cumulative investment in intelligent vehicle solutions BU has reached US$3 billion by the end of 2022, and the revenue in the first half of this year was only 1 billion yuan. This is the most loss-making business in Huawei's system.
Huawei and Changan Automobile announced on November 26 that the two companies plan to establish a new joint venture, which will include intelligent driving solutions, intelligent cockpits, intelligent vehicle digital platforms, intelligent vehicle clouds and smart lights, etc., and Huawei will inject relevant technologies, assets and personnel dedicated to the business scope of the target new company into the company. The new company will be open to the public for financing, and Changan Automobile plans to take a stake, but the stake will not exceed 40%.
Not only Changan, but other car companies also have the opportunity to participate. Cialis issued a statement at the first time, saying that it had received an invitation from Huawei and was actively promoting cooperation. JAC also said that it has signed a cooperation agreement with Huawei to promote the product development of cooperative models.
This kind of cooperation is unprecedented in the automotive industry. The world is no longer the only one, more new models are on the way.
Deliveries of the second tier of EV manufacturers were little changed in November.
Leapmotor delivered 18,508 vehicles, with good performance. Although it was only 306 more than in October, it was stable at 1More than 80,000 units, and the company expects to exceed 20,000 units in December.
But there's one thing worth notingLeapmotor's sales growth over the past few months has come from the T03, not the C series models that Leapmotor has worked so hard to promote. T03 is a mini car with a price of less than 100,000 yuan, which is not the direction of Leap's focus in terms of brand tonality or market layout.
Leapmotor has always wanted to increase the sales proportion of C series models, but in the past three consecutive months, the sales of C series models have hovered at 1About 20,000 units, all of which came from the T03. For Leap in the process of transformation,Increasing sales is important, but so is model structure.
The growth momentum of ZEEKR has slowed down. Since July broke through 1After 20,000 units, ZEEKR lingered for 3 months before barely breaking 1 in October30,000 units, up from 27 units in November.
In addition to ZEEKR 001, the sales of ZEEKR's other two cars, ZEEKR 009 and ZEEKR X, are tepid. This is a big reason that limits the growth rate of ZEEKR. The price released at the end of October is 76The 90,000 yuan ZEEKR 001 FR is not a model that can go through.
According to the IPO prospectus submitted by ZEEKR to the US ** Exchange Commission, ZEEKR's revenue last year was 3189.9 billion yuan, with a net loss of 765.5 billion yuan, with revenue of 21.2 billion yuan in the first half of this year700 million yuan, net loss of 387.1 billion yuan. It is reported that due to weak market sentiment, ZEEKR has suspended its IPO in the United States, and ZEEKR responded urgently that various preparations are progressing in an orderly manner.
Two other brands to watch out for are Nezha and Lantu.
Nezha was the sales champion of the new car-making force last year, and its growth is weak this year. In the past six months, Nezha's monthly deliveries have barely increased, with 12,506 vehicles delivered in November, not only lagging behind Wei Xiaoli, but also inferior to Leap and Extreme Krypton.
Compared with Zero Run, Nezha seems to have been thrown out of half of his body. Leapmotor was listed on the Hong Kong Stock Exchange ahead of schedule, completed the adjustment of the model structure, and continued to increase sales, and Nezha seemed to be slow in all aspects. Although Nezha has made certain achievements in Southeast Asia, it has limited impact on overall sales.
VOYAH has been the most active brand in reporting monthly sales. From more than 1,000 units in January this year to 7,006 units in November, VOYAH has made great progress this year. The change has occurred in the past four months, since the 4,000 mark was crossed in August, and since then VOYAH has been able to reach new highs every month.
On the one hand, this is due to the increase and price reduction of VOYAH FREE, and on the other hand, it is due to the hot sales of VOYAH Dreamer. As a new energy MPV, the VOYAH Dreamer has delivered more than 2,000 units in the past few months, and more than 3,000 units in October, surpassing the ZEEKR 009. In the relatively niche track of MPV, the VOYAH Dreamer occupies a certain first-mover advantage.
StillThe new energy MPV will soon be rolled up. In addition to Denza, Ideal and Xiaopeng also joined the battle.
Ideal MEGA is an MPV launched by Ideal and the first pure electric product of Ideal, which has begun to warm up in late October. At the Guangzhou Auto Show, which opened on November 17, the ideal MEGA was officially unveiled and opened for booking, with a pre-sale price of less than 600,000 yuan. The car will be launched in December, with deliveries starting in late February next year.
Also unveiled at the Guangzhou Auto Show is the Xpeng X9, which is Xpeng's first pure electric MPV model, and the pre-sale will start on the day of its debut, ** 38Starting at 80,000 yuan, the new car is expected to be delivered in January next year, just before the ideal mega. With the experience of Xpeng G9, this time Xpeng has learned smartly.
With the delivery of the first 11 months, the full-year results of 2023 can be basically predicted. Will there be any variables for the next month?
Title image** on Unsplash.