The last week of 2023 has been hailed as the most disruptive week in the automotive industry.
On the one hand, the AITO M9, which redefines the SUV within 10 million, has been launched. Since Yu Chengdong's warm-up, it has been branded as the "King of Science and Technology", which is not weaker than the far ahead, and when Yu Chengdong warmed up the listing time in mid-December, it also made a number of opponents avoid its edge and adjust their listing time.
On the other hand, Xiaomi Su7 only sends technology but does not send cars, and Lei Jun's traffic disk in the automobile circle is greater than his own play in the mobile phone circle. After the official account of Xiaomi Auto was launched on various platforms, the number of fans increased dramatically, such as Weibo, which rose by more than 60,000 followers in a few minutes.
Of course, Xiaomi's lethality is not only in a lawsuit with the leaked car**, or Lei Jun said that he had a three-day and three-night meeting in order to think about building a car. The reality is that in the terminal 4S stores of Weilai, Xiaopeng, BYD, and Zeekr, which also sell 20-300,000 yuan** pure electric cars, more and more user feedback from sales consultants has appeared, and then we will talk about it after reading Xiaomi.
Interestingly, although Lei Jun did not shout the keyword "Android Light" that was far ahead or created by himself in the mobile phone circle, since the release of the declaration map of Xiaomi Su7, consumers have forgotten their previous question "Why didn't Xiaomi make the first SUV", but turned to the next topic "How about buying this car for home use". The whole body is full of sports car elements, design, and structure, which are the shortcomings of family cars in the era of oil cars, but they don't seem to be a problem in Xiaomi.
Of course, with the same idea as Xiaomi, there is also BYD's crown brand - Yangwang. In the last week of 2023, it won 0The 195CD wind resistance looks up to the U6, which is expected to win the title of the world's lowest wind resistance after mass production, and its test car camouflage spy photos have also begun to be **.
One is a traffic giant, and the other is a real new energy vehicle giant, but the choice of the two in the logic of car manufacturing is inexplicably the same.
For example, according to the guess news, the body size of the U6 is 52 meters, width 2 meters, wheelbase 3 meters, this class. The data declared by the Ministry of Industry and Information Technology of Xiaomi SU7 is 4997mm in length, 1963mm in width, 1440mm in height, and 3000mm in wheelbase.
To use the most popular definition now, both belong to the standard 532 model, the most vicious segment to be killed throughout 2024. Up to now, there have been at least 10 blockbuster models in this sector, including Geely's Zeekrypton 007, Galaxy E8, Chery's Star Era ES, Chery's Zhijie S7 cooperated with Huawei, Dongfeng's Lantu Chasing Light, E 007, Xpeng P7i, Leap C01, NIO ET7, BYD Han EV, and another example is an unpopular Volkswagen ID7。
Then, just from the perspective of size, even if Xiaomi and Yangwang are sports cars, but because electric vehicles do not have engine encroachment, and the hard indicators of size are large enough, so although it is in the form of a sports car, the interior space can actually be relatively larger than that of fuel vehicles of the same size. As a result, traditional problems such as lack of space are no longer a problem.
However, whether it is Xiaomi Su7 or looking up to U6, neither of them is like the former around the idea of a traditional family car, the main thing that lights up is the scientific and technological attributes, and the attributes of the car are ranked relatively backward.
Such a conclusion comes from Lei Jun's advance preview and the analysis of spy photos of Yangwang U6.
On December 25, Lei Jun released a forecast that 3,400 engineers would be invested and the R&D cost would exceed 10 billion yuan, which was 10 times the industry's public data. Another key message is that Xiaomi Auto wants to redefine the technology stack. As for the first-class technology stack that Lei Jun wants to subvert, in fact, what I want to say is that to transform the existing automobile development process, the consumer electronics industry and intelligent ecology will be prioritized, and the automotive process will be rear.
For example, consumer electronics focuses on electronic products related to life, work, and entertainment. The words intelligent ecology + Xiaomi are spliced together, which is Xiaomi's exclusive feature, the rice chain ecology. In the current known information,The car can control and share smart home appliances is almost a certainty,Mobile phones and car machine superimposed computing power will also appear,In addition, it can be guessed that Xiaomi's own metaverse、Short drama business,Including early investment in iQiyi、Kingsoft Cloud and other enterprises,Its investment is more than 500 companies,Covering almost every life industry。
And the system chain of this volume, coupled with Lei Jun's preview, the relevant image of its vehicle is most likely "a mobile object that can be seen and entertained", rather than "adding a screen and intelligent voice to a transportation tool".
Of course, given that Lei Jun's press conference will always be very exciting, he should continue to play with this logic. For example, if I am Lei Jun, because I have the ability of the whole chain of IoT including communication and base stations, I want to shout "the coolest smart car".
Therefore, everything is waiting for Lei Jun's performance on the afternoon of the 28th.
In addition, judging from the latest news from looking up to U6, although it is different from the route chosen by Xiaomi, it is not a reconfiguration of the *** stack, but the same choice for both is to deepen technology and technology. With the world's lowest drag coefficient that is immediately visible, coupled with the best endurance figures, looking up to the U6 is very likely to become a new energy model with horsepower and endurance over 1000 at the same time, in terms of endurance figures, the endurance figure is 691 kilometers when the remaining power of the spy model is 69%, and the tool above 1000 horsepower is because of the high probability of using the Yi Sifang four-motor system, which will give better performance and cornering performance.
In short, both new cars are not far off.
And as for why, they may become a challenger or contender for traditional sedans. In addition to the technology that others do not have, the first or exclusive application, it also includes the destruction of the original pricing. Xiaomi's pricing,It has been denied in the early stage of 300,000 yuan**,After that, Xiaomi-related sources began to release 20-250,000 yuan**,And now the most popular** is the starting price of the entry version 19.90,000 yuan. Of course, also in view of Lei Jun's style, the specific ** can only be counted when he says it himself.
But what is certain is that this size and competitive sports car sedan has been beaten to less than 300,000 yuan for the first time. Of course, some people will also ask why the previous new energy sports cars could not effectively survive in the market, and the answer is, of course, "too expensive", and there are not many eye-catching to attract orders. For example, the MG Cyberster has a range of 501-580 kilometers and a guide price of 31980,000-35980,000 yuan, accurately got all the weaknesses of the sports car, including small space and high price, which is obviously very uncommon.
Looking up at the U6, it is rumored that the ** is about 800,000 yuan for sale, and the current Porsche Taycan starting price is 8980,000 yuan, NIO's latest ET9 is 800,000 yuan, and the BMW i7 starts at 9490,000 yuan, Mercedes-Benz EQS starting price of 8450,000 yuan. In addition to NIO ET9, the rest of the models have a relatively large terminal price reduction, but the main reason for the price reduction is not that the car is not good enough, but that there is no particularly long board that meets the needs of Chinese consumers to stimulate consumption, and from the perspective of looking up to the U6 similar to the Panamera logic of "can sports car, can executive" style, its competitiveness is certainly not low.
Whether sports car car car products can slowly carve up traditional family cars in the follow-up, because the two giants of Xiaomi and BYD have joined almost synchronously, there is a high probability that the question mark can be removed.
Because, many people ignore that new energy technology not only brings lower car costs, better intelligent driving and intelligent networking, but also brings the cancellation of traditional engine and gearbox restrictions, and car companies can play more tricks.
For example, the once niche hard-core models have been in a relatively white-hot situation throughout 2022-2023. With the establishment of more and more benchmarks in the current market, the change of consumer concepts is also visible to the naked eye. If there is a choice, more and more people are starting to choose traditional and conformist products.
The first to rise was the hard-core models of fuel brands, especially tank brands, and now more and more new energy models are beginning to rise.
The topic of the increase in the price of the Tank 300 and the difficulty of picking up the car has ended in 2022, but so far, the cumulative sales report card handed over by this brand from January to November, the Tank 300 is 61 units away from 100,000 units, and even the Tank 500, which is considered too expensive, has exceeded 20,000 units with a cumulative sales gap of 450 units. In addition to fuel vehicles, the plug-in hybrid version of the Tank 400, although it has not been on the market for a long time, in a single month in November, the sales figure has exceeded 4,052 units, and the cumulative sales after the launch are 7,154 units.
Because this is not the largest market of 10-150,000 yuan, the sales volume of more than 200,000 yuan a year is steadily more than 130,000 units, which obviously proves the new changes in the consumer market.
Haval is the same, the latest launch, the main modification + new energy + hard-core Haval Raptor, sold 6,025 vehicles in a single month in November, an increase of 19% month-on-month. And in addition to the Raptors, the Haval brand is currently November 7Of the 50,000 units sold, nearly half of them are hardcore. The same is true for Haval Big Dog, Haval Second Dog, Haval H5, and Haval Raptors.
The same thinking also includes BYD. The top-level Yangwang U8 is an exploration of technology and innovation, and after the launch of the Equation Leopard brand, its monthly sales were once set at 150,000 units per month. It wasn't until the Chengdu Auto Show that BYD Xiong Tianbo was asked about the rumors of the sales target, and replied that "Equation Leopard does not set a sales target in the short term, and first tell the brand story well". The discussion about its sales target has gradually subsided, but anyone can see that whether it is the initial performance of Mercedes-Benz in seconds, or as long as 30-400,000, this is not just a test of the water, but an attempt to harvest.
According to official news, after the Formula Leopard Leopard 5 was launched, Dading quickly exceeded 10,000 units.
At this year's Chengdu Auto Show, five new hard-core models from different brands were unveiled at the same time, and the current report card is that each model has achieved good sales figures. In addition to the above, 1399-18.The monthly sales of the 490,000 yuan Jet Traveler in November have also rushed to 10,817 units, and since its launch at the end of September, a total of 24,514 units have been launched. The listing will break 10,000, which seems to have reached 8 years ago, Haval H6 with a group of 100,000 yuan domestic SUV sniper joint venture car market state, as long as it is out, someone will buy, and it is easy to break 10,000.
The rise of hard-core models, although it has directly led to the growth of the entire SUV sales, is actually grabbing more of the share of urban SUVs. Looking at the current sales dilemma of the joint venture brands, combined with the latest statistics from January to November 2023 of the Passenger Association, the situation is very clear.
In many supermarkets, we have asked people who are holding coins to buy what they think about buying a car now.
You want a more tech-savvy configuration, longer battery life, a less traditional design, and an affordable **. Let's take a look at the latest listing of a series of joint venture pure electric vehicles not long ago, but no one cares. In fact, it is contrary to the new consumer demand, although it can also achieve the structure of 532, but no one cares about it.
Therefore, this new logic of millet and Yangwang also has the seeds of subversion. Of course, everything depends on Lei Jun's ambition and the ** number that he finally said.