By the end of 2023, the surprisingly bubbling new energy vehicles have been launched, and in 2024, major car companies will focus on family cars. Some trends can be seen from the end of 2023: ZEEKR has added a 200,000-level B-class sedan ZEEKR 007;ARCFOX Alpha T5 is expected to be similar to BYD Song PLUS new energy**;Xiaomi's first model SU7 has an extended range version, with a high probability of starting price of about 150,000 yuan, and so on, all of which are rushing for sales and practicality.
In 2023, Baojun has launched a surprisingly bubbling model - Baojun Yueye, and a practical model - Baojun Yunduo. Baojun officials hope that Baojun Yueye will sell 5,000 vehicles per month, and Baojun Yunduo will sell 10,000 vehicles per month, but the fact is that statistics will be counted in 20237-2023.In the five months of November, the total sales of Yueye were only 10,581 units, and the total number of Yunduo was only 8,032 units.
Why this is happening, Baojun's leaders and industry insiders are confused. Or because consumers do not accept the Baojun brand to sell more than 100,000 yuan, or Baojun Yunduo should not focus on publicity or should not promote intelligent driving at all, or the cost performance of the two models is not extreme enough.
After reading a large number of Weibo posts in the past six months by Zhou Zhouxuan, deputy general manager of SAIC-GM-Wuling Brand Division, Zhou Jinkai (Weibo name: Zhou Jinkai, responsible for the Baojun brand), some netizens in the comment area have repeatedly mentioned the reasons for the unsatisfactory sales of the two cars, such as: poor service in 4S stores, indiscriminate charges, poor quality of cloud chassis, slightly higher pricing, software advertising (the use experience is not good enough) and so on. It can be basically concluded that the unsatisfactory sales of these two cars of Baojun are a systemic problem, and the sales of the Baojun brand have been almost suspended for a long time, which has caused great damage to the overall system of the brand.
In the 100,000-level market, consumers are already more sensitive to the best, and the trial-and-error mentality is not strong, and the poor experience of one link will cause the problem of "I still want to buy BYD with high sales". If you are not careful, customers will be lost to BYD.
Although the sales of the two core models in 2023 are not good, Baojun is full of stamina, and 4 new cars are planned for 2024, including a mid-size SUV, a medium and large SUV, a B-class sedan with a sci-fi shape (the appearance of the concept car is indeed very high), and an unknown model. It can be seen that the key word of the Baojun brand in 2024 is "upward" or "breakthrough".
Baojun, which has broken through upward, is somewhat similar to Xiaomi's positioning, because in the early years, some people called Baojun "Xiaomi in the automobile industry". We focus on it, a B-segment sedan with sci-fi styling, which can be retained by 50% in mass production, and will be considered a king-level exterior design in 2024. If Baojun learns from the pain again and gives an attractive **, such as 130,000 yuan, coupled with the DJI Lingxi intelligent driving, which has been very smooth, the competitiveness will not be bad. Xiaomi Su7's core competitor in 2024 is likely to be it.
In addition, in 2024, Xiaomi may have an SUV model in addition to the Su7 sedan, which does not have much of a new car reserve from Baojun. If Baojun makes full efforts, it is not a big problem to snatch some of Xiaomi's market share.
From January to November 2023, the market share of Chinese brands has exceeded 51%, which is the first time in history. In 2024, as major car companies shift their focus to the 100,000-200,000 family car market, the market share in 2024 is bound to leap again, or is expected to exceed 60%.
Baojun's new car reserves are relatively sufficient, and the existing problems will be more obvious in 2023, and theoretically there will be significant improvements in 2024. Let's wait and see where Baojun will go next.