Produced by Radar Finance and EconomicsXiao Sa edDeep sea
The first car of young people is not made by Xiaomi.
Don't say 9 again90,000 yuan, 1490,000 yuan is also impossible. On December 28, Lei Jun, who had hesitated to build a car, unveiled the dream car known as "comparable to Porsche and Tesla" at the press conference with the theme of "leapfrogging". Lei Jun admits that in terms of pricing, the Xiaomi Su7 is "indeed a bit expensive".
Previously, when Xiaomi announced the construction of a car, many ** believed that Xiaomi has always focused on cost performance, and the first car of young people is coming. With the release of Xiaomi Su7, many young people sighed: "I can't afford to love!."”
Not only Xiaomi, on December 26, Huawei released the M9 car. In terms of price, the M9 extended range of each version** is at 46980,000 yuan to 56980,000 yuan, which is also the high-end model with the highest price in the world.
On the same day, Go World Champion Ke Jie said on the Internet, "Anyway, if you want me to buy it, it must be too expensive to buy, and you have to work harder, otherwise you won't be able to keep up with the pace of buying it." ”
From the perspective of the industry, the pricing strategy of the M9 is on par with BBA. As we all know, in the previous automobile market segment of 500,000 yuan and above, the sales scale of pure electric vehicles was small, and the market was mainly occupied by traditional luxury brands such as Mercedes-Benz, BMW, and Porsche.
After watching the recent new energy vehicle press conferences, some netizens concluded, "I didn't have money to buy domestic products before, but now I don't have money to buy domestic ones." The latter "no money" means that you can't afford it.
For more and more domestic new energy vehicles, Zhang Xiang, a visiting professor at Hainan Vocational University of Science and Technology, told Radar Finance that high-end is the only way for car companies to develop and grow, and domestic cars account for a relatively small proportion of the high-end market, and currently mainly rely on new energy vehicles to impact the market segment. Zhang Xiang suggested that in this process, car companies should maintain technological innovation, high quality and active internationalization, and they can learn from Tesla in this regard.
was complained about "can't afford it".
According to Lei Jun, the Xiaomi SU7 is benchmarked against the BMW 5 series. The goal is to become one of the world's top five automakers in 15-20 years, and to make a good mobile intelligent space that is good-looking, easy to drive, comfortable and safe.
According to the plan, the Xiaomi SU7 is expected to be officially mass-produced in the first half of 2024. Lei Jun admitted frankly that in terms of pricing, the Xiaomi su7 is "indeed a bit expensive", "don't say 9 again."90,000 yuan, 1490,000 yuan is also impossible. He also added that anyone with this kind of performance and configuration has to be more than 400,000.
But for the specific price, Lei Jun did not disclose.
Previously, Han Lu, a big V in the car circle, "** the price of Xiaomi cars on Weibo: 300,000 up, 400,000 high. But not long after, Han Lu deleted this Weibo.
Some market participants speculate that it is expected to be between 200,000 and 300,000.
For the **, Radar Finance asked 10 young people randomly, and eight of them thought that the ** was not cheap, and there was a gap with the ultimate cost performance in their hearts.
In fact, many young people increasingly feel that new energy vehicles are too high.
Recently, Yu Chengdong, Executive Director of Huawei, CEO of Device BG, and Chairman of Intelligent Vehicle Solution BU, called the M9 "the best SUV within 10 million yuan and the most powerful SUV on land", was officially launched.
It is reported that the new M9 is positioned as a full-size flagship SUV for the first model of the Cialis Rubik's Cube platform, with a length, width and height of 5230*1999*1800mm and a wheelbase of 3110mm.
The new car is also equipped with the Turing intelligent chassis to improve the driving dynamic safety and comfort, and adopts a 9000t integrated die-casting rear floor, which has both body structural strength and lightweight.
In terms of range, the M9 is equipped with the fourth-generation range extender platform, with a comprehensive range of 1402km and a pure electric range of 275km under the CLTC working condition of the 52-degree battery version.
We have brought all the best Huawei smart car technologies to the car, bringing a leading generation of excellent experience in all aspects that users can imagine and unexpected. Yu Chengdong said.
According to reports, the M9 is at least one generation ahead in the seven fields of hard-core safety, intelligent space, Turing chassis, natural sound, intelligent lighting, changeable space, and high-end intelligent driving.
At the press conference, in order to introduce the highlights, Yu Chengdong on the stage frequently mentioned the names of luxury cars such as Cullinan, Mai**, Mercedes-Benz and BMW. And the audience, there is also a call for "far ahead".
Full of black technology, the price is naturally not low. It is understood that the official guide price of the series model is 4698-56.980,000 yuan, including 46 for the extended range MAX version980,000 yuan, pure electric MAX version 50980,000 yuan, extended-range ultra version 52980,000 yuan, pure electric ultra version 56980,000 yuan.
Such a ** range not only breaks the ceiling of the previous HarmonyOS Zhixing Alliance product price, but also has been comparable to the medium and large SUVs of traditional luxury brands such as BMW X5 and Mercedes-Benz GLE, and is regarded by the industry as keeping up with BBA.
However, such a ** may have to dissuade a group of people. On the day of the release of M9, Go World Champion Ke Jie posted on the social ** platform, saying, "After looking at the barrage and the comment area, I have to sigh that B friends are too powerful!."Anyway, if you want me to buy it, it must be too expensive to afford it, and you still have to work harder, otherwise how can you keep up with the pace of buying it. ”
Subsequently, many netizens discussed in the comment area, and Ke Jie also added that the comment area was crooked. "I just want to sincerely ask, can anyone really buy a car for 470,000 casually?”
However, according to the official statement, from February 26 next year, large-scale deliveries of the M9 will begin, and the current reservation of the new M9 has exceeded 540,000 units.
Founder** research report predicts that the monthly sales volume of M9 is expected to reach 100,000 units, standing out among a number of high-end competitors, relying on strong product strength to become another popular model of the AITO Wenjie brand.
Multiple brands flock to the high-end
Domestic new energy vehicles seem to have embarked on a road that is more expensive than "expensive". Before the M9, many car companies have launched the first models.
For example, the ideal L9, which is "the best in five million", is one such product. Li Xiang, CEO of Li Auto, once publicly said: "Ideal L9 is the best family SUV within 5 million yuan, even if it is compared with Cullinan, we are not afraid." ”
In terms of price, the ideal L9 is at 42980,000 yuan-45980,000 yuan. In the past 11 months, the sales volume of Ideal l in September was 1220,000 units, which is also the fourth consecutive month that the model has sold more than 10,000 units.
In addition, after the Guangzhou Auto Show last month, the Ideal MEGA opened blind booking. It is reported that as the first pure electric MPV of Li Auto, the ideal MegaMax is expected to be priced within 600,000 yuan, and the official price will be announced at the press conference in December 2023, and delivery will start in late February 2024.
Looking back on the new energy vehicle market this year, after Tesla fired the first "gun" of price reduction in January, a number of new energy manufacturers quickly followed up the "first war" and continued until the end of the year.
At the same time, since the beginning of this year, domestic new energy brands have also begun to hit the mid-to-high-end field. Among them, in January, BYD released a new million-level high-end brand Yangwang and its core technology Yi Sifang, and simultaneously unveiled two models of new energy hard off-road and pure electric performance supercar.
At present, Yangwang's first model, the U8 Luxury Edition, has been launched at a price of 10980,000 yuan. In BYD's official sales data for November, Yangwang sold 408 vehicles.
In the latest issue of the "Catalogue of New Energy Vehicle Models Exempt from Vehicle Purchase Tax" released by the Ministry of Industry and Information Technology, another electric supercar model, the Yangwang U9, has also appeared, and the price is expected to remain at the million-level level. At present, the supercar close to this ** segment is only the same independent brand of Ai'an Hao platinum SSR, priced at 1286 to 16860,000 yuan.
In terms of the high-end market, BYD also has two brands, Denza and Formula Leopard, of which the MPV model Denza D9 Premier Founding Edition model has a pre-sale price of 660,000 yuan, and the first model of Formula Leopard, the Leopard 5, has a maximum of more than 350,000 yuan.
In addition to BYD, Great Wall Motor, which has been focusing on the field of off-road vehicles for many years, also brought the Tank 700 Hi4-T first limited edition at the 2023 Guangzhou International Auto Show, with a pre-sale price of 700,000 yuan.
According to statistics, among the models with more than 500,000 yuan, there are also ZEEKR 001FR, NIO ET9, etc. Recently, Li Bin, founder, chairman and CEO of Weilai, publicly stated that Weilai's brand positioning is very clear, that is, it will only do the high-end market of pure electric vehicles, and will not follow up the first battle.
In this regard, some netizens joked, "If you don't work hard, you can only drive Mercedes-Benz E, BMW 5 Series and Audi A6 in the future." ”
Regarding the current situation that car companies are making efforts to high-end, Zhang Xiang believes that it is a trend for domestic cars to hit the high-end market. He believes that after the scale of general car companies reaches a certain level, they must launch high-end brands, which is the embodiment of the strength of a car company, "with a high-end brand, the market value and brand value of car companies will be greatly improved." ”
Yan Jinghui, a member of the expert committee of the China Automobile Dealers Association, also believes that the current competition in the electric vehicle market is becoming more and more fierce, and the performance of new energy models in the high-end luxury car market is strong.
How to compete with traditional luxury cars?
Many brands and models are fiercely competing in the high-end market, but how big is this cake?Judging from statistics, the car market of more than 300,000 yuan is growing faster, but the sales volume is relatively small.
According to the "In-depth Analysis Report of the National Passenger Car Market in November 2023" of the Passenger Car Association, from January to November 2023, the sales of cars priced at more than 300,000 yuan accounted for 134%, with cumulative sales of more than 2.59 million vehicles, a year-on-year growth rate of 308%；The cumulative sales of cars priced below 300,000 yuan were 16.74 million, with a year-on-year growth rate of 22%。
This shows that the luxury car market of more than 300,000 yuan, although the overall sales volume is far less than the mass market, is a fast-growing market.
Li Bin also believes that due to factors such as insufficient infrastructure and soaring lithium prices, the high-end pure electric vehicle market has not yet exploded. Combined with the current market trend, it can be judged that from 2024 to 2025, the high-end pure electric new energy vehicle market will usher in an inflection point of explosive growth.
In addition, a senior executive of a car company recently told Yicai that the annual sales volume of the luxury car market is about 3 million, which used to be dominated by BBA, supplemented by second-tier luxury brands such as Volvo and Lexus, to carve up this market, but in the past two years, Weilai, Ideal and even Zeekrypton have shared hundreds of thousands of "cakes" from these 3 million.
Zhang Xiang also said that in the past, the share of domestic cars in the high-end market was relatively small, especially in the era of fuel vehicles, which was very difficult, and now it has entered this field with the help of new energy.
At present, only a few domestic new energy brands have gained a firm foothold in the luxury car market. For example, the product mainly focuses on the ideal of more than 300,000 yuan, and the cumulative sales volume in the first 11 months of this year is 32570,000 units, about half of Mercedes-Benz BMW.
According to the data of the Passenger Association, in the first 11 months of 2023, the cumulative sales volume of Beijing Benz was 53730,000 units, a year-on-year increase of **18%；BMW's cumulative sales in the first 11 months were 64580,000 units, a year-on-year increase of 68%。
Regarding how domestic new energy can compete head-on with traditional luxury brands, in Zhang Xiang's view, domestic brands have a low starting point and a low base, so they have developed rapidly in the past one or two years. If you want to maintain competitiveness in the high-end market in the future, you must first have continuous technological innovation, and only by being in a leading position can you better obtain the recognition of consumers;Secondly, in terms of quality, do not have major quality problems such as car owners' rights protection, complaints, and even recalls, so as to ensure a good reputation.
In short, if the new energy brand wants to wrestle with the traditional head luxury brand, it cannot only be more expensive than anyone else, but also needs to be strong enough in terms of core competitiveness such as performance, safety, power and battery life. After all, it is known as the "pearl of the manufacturing industry", and the manufacturing of new energy vehicles is no exception.