In November 2023, the performance of China's auto market continued to improve, exceeding expectations. In addition, sales in the first 11 months of 2023 have exceeded those of the whole of 2022, and this year it is expected to exceed 30 million units.
According to the latest automobile production and sales data released by the China National Association, in November, China's automobile production and sales reached 30930,000 units and 2.97 million units, up 7% and 4% m/m, respectively1%, an increase of 29 year-on-year4% and 274%, production and sales hit a new high in the same period in the month for 3 consecutive months. Among them, passenger cars continued to have a good trend, commercial vehicles maintained rapid growth, and new energy vehicles and automobile exports played a strong supporting role. China Association of Automobile Manufacturers**, in 2023, the total sales of automobiles are expected to exceed 30 million, a year-on-year increase of 117%。
With the arrival of the last month of the year, the automotive market is becoming more and more competitive. At this critical moment, some car companies have completed their annual sales targets ahead of schedule, while some car companies are still far from it, but they have not given up, and in order to be able to end perfectly in 2023, they have actively adjusted their strategies, and have done their best to start a big war.
This battle is not only about the annual performance of car companies, but also about whether consumers can enjoy more discounts and benefits before the end of the year. Whether it is a car company that has already achieved its goal, or a car company that is trying to catch up, they are actively involved. Since the end of November, Tesla, BYD, Mercedes-Benz, BMW, VOYAH, Zhiji, Changan, Leap, Volkswagen and other car companies have announced price reductions or equity adjustments, ranging from thousands of yuan to tens of thousands of yuan.
Even BYD, a new energy brother with monthly sales of more than 300,000 vehicles, has continued to increase. Because BYD Auto sold 2,683,374 vehicles in the first 11 months of this year, it is still 316,626 vehicles short of the annual sales target of 3 million. Therefore, on the basis of the previous preferential activities, BYD has launched a new ** plan.
On December 1, BYD officially announced that its dynasty network launched a fuel transfer activity. This discount involves some models of Qin, Han, Tang, Song and Yuan, of which the Han EV Champion Edition can enjoy up to 20,000 yuan of fuel transfer**, and the Qin DM-i Champion Edition is priced at 8 after the discount980,000 yuan, a new low. The purchase of the Seal DM-i model can also enjoy a discount of 2,000 yuan to deduct 7,000 yuan.
From December 1, 2023 to December 31, 2023, Leapmotor users can enjoy a cash discount of 5,000 yuan to 17,000 yuan if they pay a deposit of 5,000 yuan through Leapmotor's official channels and finally deliver itZhiji Auto launched a generous "warm winter limited-time rights" worth 37,600 yuan, including a cash discount of 12,000 yuan and 21790,000-27990,000 yuan of time-limited equity price, etc.;Xpeng Motors launched the "XNGP Kaecheng limited-time benefits", as of December 17, the highest discount for all models of Xpeng P7i is 260,000 yuan, of which 22 for the MAX versionFrom 490,000 yuan.
It is worth noting that just one month after the listing, the Jiyue 01 official announced that all models (Jiyue 01max, Jiyue 01max performance) dropped by 30,000 yuan, and the long-range ternary lithium battery optional package (100kWh) was reduced by 10,000 yuan. After the adjustment, the starting price of the Jiyue 01 Max is 21990,000 yuan, the price of the Jiyue 01 Max long-range version is 25490,000 yuan, the price of Jiyue 01 Max Performance is 30990,000 yuan.
In fact, when Jiyue 01 was just listed, there were some voices in the market complaining that its price was expensive, and this time the price reduction seemed to be an adjustment to listen to the voice of the market. For old users who have already picked up the car, Jiyue will give cash compensation for the difference in price according to the price of the latest model.
Xia Yiping, CEO of Jiyue, said: "The price reduction of Jiyue 01 is a complete internal restructuring of the pricing system. Future products will also follow this system, considering positioning and market competition to price. At the same time, Xia Yiping also believes that the cause of the war is the imbalance and homogenization of market supply, and only enterprises with unique differentiation can find opportunities in industrial transformation and achieve sustainable development.
Luxury brands are also rare to put down their bodies and participate in the first competition in the new energy market segment, with BMW ix3 and i3 cutting prices by up to 17050,000 yuan, Mercedes-Benz EQ models have also increased discounts.
The successive price reductions of new energy products have triggered a chain reaction, and fuel vehicles have also had to be lowered to compete for market share with price for volume. On December 4, SAIC Volkswagen announced that the year-end limited-time promotion will be opened. From now until December 31, 2023, the purchase of Tourang, Lavida, Tuyue, Passat, Tiguan L and other models can enjoy comprehensive preferential policies, with a maximum comprehensive discount of 580,000 yuan.
At the same time, many places** have also successively launched subsidy policies such as consumption vouchers for car purchases. Wuhan issued 10 million yuan of "fuel + new energy" car purchase vouchers, Suzhou launched a digital RMB red envelope subsidy without threshold for car purchases, and Nanjing, Shenzhen, Changsha, Jinan and other places have also recently launched car purchase subsidy policies.
Chen Shihua, deputy secretary-general of the China Automobile Association, said that as the policy effect continues to appear, auto shows and activities around the country continue to exert force, coupled with the final sprint of the company's last month, it is expected that the automobile market will continue to improve in December, and the phenomenon of "warping" at the end of the year will be reproduced. Automobile production and sales are expected to reach a record high for the whole year, achieving a successful conclusion.