The new energy vehicle market is forming a situation of one super and many strong, and Li Auto and Huawei Wenjie are expected to become the "BMW" and "Mercedes-Benz" in this field. According to the latest data, the cumulative delivery volume of Li Auto in 2023 will exceed 300,000 units, and the delivery volume in December has also exceeded 50,000 units, becoming the first new energy brand with an average price of more than 300,000 yuan and monthly sales exceeding 50,000 units. At the same time, the Dading of the M9 model exceeded 20,000 units in just two days, and the sales volume of the M9 reached 2,000 units in one day.
After the launch of Huawei's M7 model, more than 120,000 units have been set in just 100 days, and these sales momentum are boosting Huawei's voice in the high-end new energy market. From the perspective of sales momentum and positioning, Li Auto and Huawei Wenjie are expected to sit firmly in the high-end position in the new energy field. Although the domestic new energy market has formed a pattern of "one superpower and many strong", Ideal and Huawei have become an important part of this pattern.
BYD is undoubtedly "Toyota" in this field, while independent brands such as GAC Aion, Changan, and Geely are in the second echelon. The sales volume of Li Auto has exceeded 50,000 units, entering the second echelon, and the new energy vehicle market with one super and many strong has been formally formed. From the perspective of market positioning in the domestic automotive industry, Li Auto and Huawei also have different routes. BYD takes the parity route, while Ideal and Huawei Wenjie take the mid-to-high-end route and become the "BBA" in the new energy field.
From the perspective of brand appeal, the current position of Li Auto has been determined, and from the perspective of domestic sales, the ideal SUV market of more than 300,000 yuan has been on a par with BBA. Due to Huawei's technical strength and brand blessing, from the perspective of long-term competitiveness in the future, BYD, Ideal and Huawei Wenjie may become the first echelon players.
BYD is a sea of cars tactics, low, medium and high comprehensive layout, and there are not many models in direct competition with Huawei, but from the overall layout, BYD also has a competitiveness that cannot be ignored in the field of new energy. In short, the competition in the new energy vehicle market will become more and more fierce, and Li Auto and Huawei Wenjie have won a place for themselves in this field, and are expected to become leaders in the new energy field in the future. The competition in the new energy vehicle market is becoming more and more fierce, and in it, the world and the ideal are showing a trend of synchronization.
Although these two companies are aiming at the mid-to-high-end market and directly benchmarking BBA, they have differences in product positioning, matching and service, forming their own market competitiveness. The pricing of the extended range version of the M9 is more expensive than the top configuration of the ideal L9, and in the same ** range, the ideal product power and configuration are more competitive. The M9 pure electric version of the M9 is in competition with the Ideal MEGA, while the Ideal L9 is misaligned with the competition of the M9.
At the same time, judging from consumer feedback, there is still a lot of room for improvement in after-sales service, and the ideal is more in place in terms of product positioning, selection and service. Therefore, the two companies are not a life-and-death competition, but to achieve synchronization with their respective market competitiveness, which is also a normal state of competition in the new energy vehicle market. The release of Huawei's M9 has attracted a lot of attention, and there has been speculation about how it will affect the market landscape.
However, for the ideal of domestic new energy vehicle brands, Huawei's Wenjie M9 did not bring much impact. In terms of sales data and user groups, Ideal still maintains a good growth trend. Sales data for December shows that the ideal monthly sales reached 50,000 units, while the current sales of the M9 are less than 20,000 units, although it is expected to exceed 30,000 units soon. In the last week of December 2023, the ideal sales volume even reached 1380,000 units, which means that after the release of Huawei Wenjie M9, Ideal still maintains a growth trend.
In contrast, Huawei's Wenjie M7 is selling hot, with the latest weekly sales reaching 6,000 units, but these two models are still encroaching on the BBA's business high-end car market. From the perspective of brand positioning, Huawei Wenjie is more inclined to the business market, while Ideal is more suitable for family use. As a result, there is some overlap in the user groups of the two, but there are also significant differences.
Huawei's target users are mainly owners of enterprises and institutions, private enterprise owners, businessmen and business people, etc., who are not very sensitive, so Huawei can get higher profits from these users. The ideal focuses on making consumers feel comfortable product experience and cost performance, and it has more space, smarter functions, longer cruising range, and more fuel-efficient characteristics in products at the same price. Therefore, ideally, in the case of **comparable, it can attract more consumers.
Although the Ideal L9 and Wenjie M9 are still competitive in the high-end car market of more than 500,000 yuan, there are still deficiencies in the brand recognition of domestic new energy vehicles. Many consumers still prefer the latter over traditional luxury cars. However, in terms of sales figures, BBA's growth in the Chinese market is still strong, with BMW, Mercedes-Benz, Audi, Land Rover and My** all maintaining double-digit annual growth rates, except for Porsche and Lexus.
To sum up, the release of Huawei Wenjie M9 has not had much impact on the ideal of domestic new energy vehicle brands. Ideal still maintains good sales growth and a stable user base, while Huawei Wenjie M9 is more competitive in the business market. Although the brand awareness of domestic new energy vehicles still needs to be improved, there is still a strong demand for the BBA brand in the market. In the future, the competition between the two brands will continue, and the market landscape will gradually evolve. Domestic new energy vehicles are shaking the status of the traditional luxury car giant BBA at an astonishing speed.
Consumer comparative feedback shows that in terms of product technology, domestic new energy vehicles have been far ahead. Some consumers pointed out that even if they spend more money on BMW, they will not be able to get the technological equipment that the M9 has, such as autonomous driving and HarmonyOS system, Turing chassis, integrated die-casting and projection headlights. The addition of these high-tech products and services has made consumers entangled. However, the entanglement also means that the brand power and product power of domestic new energy vehicles have emerged. In a sense, Ideal and Huawei are likely to have become BMW and Mercedes-Benz in the field of new energy.
The traditional advantages of BBA are mainly in the field of fuel vehicles, and in the high-end market of new energy, they need to catch up in product strength and market position. If BBA's trams are unable to fill the gap in the high-end car market in the new energy sector in the next 3 years, then they are likely to lose this valuable market share. In the field of new energy vehicles, BBA's position will face severe challenges.