New Energy Prospect (ID: xinnengyuanqianzhan) original.
Wen 丨 and Chang.
Ed.
A few days ago, the attention of the automobile circle and consumers has shifted from Gaohe Automobile to BYD. After all, the latter affects a wider range of people, and it is not just a lively one.
On February 19, BYD dropped the "king bomb" of "electricity is lower than oil", that is, the guide price of Qin plus and destroyer 05 glory version is 7From 980,000 yuan.
Figure Qin PLUS DM-i Glory Edition official guide price.
* Screenshot of BYD's new energy preview.
Wang Chuanfu, the head of BYD, who just said on February 18 that "the development of new energy vehicles will not give us a chance to stop, slow down and take a breath", put pressure on friends and businessmen.
Within a few hours of the price reduction of BYD's ** model, SAIC-GM-Wuling immediately chose "with". Changan and Nezha then joined, and Leapmotor gave a response of "not enough volume", hinting that there will be a big move in March.
In 2024, the "first-class war" in the A-class sedan market will sound the clarion call for a general attack.
Zeng Zhiling, a senior analyst in the automotive industry, told New Energy Prospect that a direct cause of this round of first-class war is the inventory pressure of automakers. "At the end of 2023, quite a number of car companies have suppressed their inventory in order to rush to the target. With the market relatively weak in January and February 2024, sales slowing down significantly, or seeing the difficulties of the entire market, BYD has made this big move. ”
According to public data, BYD sold as many as 341043 units in December 2023. In January 2024, BYD sold 201493 units, a decrease of more than 40%. According to the latest statistics of Li Auto's "sales of new energy brands in the Chinese market", BYD's sales in the two weeks from February 5 to February 18, 2024 are only 3060,000, inventory pressure can be imagined.
Zhang Xiang, dean of the New Energy Vehicle Technology Research Institute of Jiangxi New Energy Technology Vocational College, made it clearBYD just wants to eliminate some small-scale and low-tech car companies through the first war, so that the industry concentration will be increased and its market share will be increased.
In Zhang Xiang's view, the BYD Qin PLUS DM-i has obvious economies of scale, and the R&D, production, management and marketing costs shared in each vehicle are relatively low and more competitive. "Its price reduction is to reduce profits, and other car companies to follow up or mean losses, so the first battle can achieve BYD's expected goals. ”
In the first year of the knockout competition of China's automobile brands, the knife was red.
Putting aside the impact of the outcome of the war on the market and consumers, just for now, the vast majority of consumers are happy to see it. After all, car companies are not just "pretending", but also putting real low prices in front of consumers.
In 2021, Xiaobai, a Jiangsu car owner who purchased the flagship model of Qin PLUS DM-i, said to the new energy prospect that his **** is 11980,000 yuan, waited for 3 months to pick up the car, and at that time I felt that it was worth more than the joint venture car at the same price. "The ** I started can also say that its lights are not bright enough, the suspension is too hard, and the current ** does not rush and so on. ”
Xiaobai also mentioned that when he drove to 2000 kilometers, the battery was broken, the charging time became shorter, and the power lost quickly in the second half, but fortunately, the manufacturer replaced a battery for free.
"It's that the current maintenance is too expensive, it used to be only 375 yuan, but now it is 600 yuan every time you go. ”Xiaobai said.
Xiaolin, the owner of Shaanxi who bought the same model, first felt that the current ** was very conscientious, but he was a little angry when he thought that he would buy the 2021 model in early 2023 in order to save money.
I was 11The 55km flagship model bought for 580,000 yuan is the current 9The 55km transcendence type of 580,000 yuan has dropped by 20,000 yuan in just one year. ”
Pictured of the 2021 Qin PLUS DM-i 55km flagship model.
* Courtesy of Kobayashi.
However, judging from the overall feeling of running 18,000 kilometers, Xiaolin feels that this car is okay and there is nothing wrong with it. "The only problem is that there is no fast charging, so people who don't have a charging pile at home may be a bit troublesome. ”
In terms of pure electric battery life, Kobayashi is also more recognized. "In winter, it consumes more electricity, and when the power reaches 20%, it will automatically switch to hybrid HEV mode, but 35 kilometers from the company to home can also be returned with pure electricity. ”
For long distances or going out to play, Kobayashi will run with oil throughout the whole process. During the Spring Festival in 2024, Xiaolin drove more than 1,800 kilometers long-distance, spending a total of 800 yuan, which is converted to 0It's about 4 yuan, so "it feels quite fuel-efficient".
New Energy Prospect has also consulted with BYD sales in Beijing, and there is no show car in the store yet, but the number of consumers who have gone to learn about it has increased significantly.
This is obviously the reason why brands such as Wuling New Energy have to follow suit.
According to the data, SAIC-GM-Wuling sold 201666 units in December 2023; In January 2024, the sales volume of new energy vehicles will be 41,066 units, a significant decline; According to the statistics of "sales of new energy brands in the Chinese market", Wuling sold only 9,400 vehicles in the last two weeks.
Chang'an Qiyuan also suffered a "Waterloo" in sales. In January 2024, Changan Qiyuan's sales were still 10,578 units, but from February 5 to February 18, sales dropped to 2,400 units.
Figure Sales of new energy brands in the Chinese market.
* Screenshot of Li Auto*** new energy preview.
Nezha cars may be even tougher. In January 2024, Nezha sold 10,032 units, but it did not appear in the top 10 of the list from February 5 to February 18. It is worth mentioning that the Wei brand, which ranks tenth, has sales of 600 units.
Weak sales correspond to overcapacity.
Zhang Xiang told New Energy Prospect that the current capacity utilization rate of new energy vehicles in China is only about 13%, and the data of the entire automotive industry is 50%. "If car companies want to digest inventory and increase market share, they must achieve it through price reduction. ”
Zeng Zhiling also believes that BYD and other car companies have more production bases, and once the inventory backlog occurs, the pressure on the entire production will be very great. Therefore, it must ensure that the first chain is unblocked, and price reduction is an effective means.
"BYD's impact on this round of price cuts is more extensive, but in fact, its competitors, including some low-end models of Nissan Sylphy and Chevrolet, will have a terminal ** at the end of 2023 at the level of 10,000 yuan. ”
In Zeng Zhiling's view, BYD's new model is an "official drop", so it is not excluded that there will be a series of discounts and discounts in the future.
A consumer in Shandong talked about the installment of two years without interest on the social platform, and the landing was 760,000 yuan, also send motor guard, 12 times of maintenance (8 times all-inclusive, 4 times as long as the working hours) and so on. New Energy Prospect asked the netizen for confirmation, but as of press time, no reply has been received.
I think,Qin PLUS DM-i** is almost this level", Zeng Zhiling said to the new energy prospect, it has been on par with the main competitors on the **, plus the tram in the driving experience and car machine configuration of the lead, the overall is much higher than the competition.
Zeng Zhiling said that if you want to buy a car, you also need a car, and basically you don't have to wait for the Qin Plus DM-i Glory Edition to reduce the price. "On the one hand, there's not much room for it; On the other hand, BYD will also leave ** to the upcoming Dolphin Glory Edition. ”
* BYD official** Screenshot of the new energy outlook.
Xiao Du, who runs a second-hand car dealership in Yuncheng, Shanxi Province, very much agrees with Zeng Zhiling's view. Xiao Du observed that when the price of trams such as BYD came to 7-80,000 yuan, many 70,000 yuan package tax for Sylphy, Bora, Valeant, etc., and even 7-80,000 yuan, and newer second-hand cars had no market at all.
This is obviously one of the purposes of BYD's "** war".
Li Yunfei, general manager of the brand and public relations department of BYD Group, said on social platforms that BYD plugged in the double hero 7Starting from 980,000 yuan, this "dual-core bomb" thrown into the fuel vehicle market will completely open a decisive battle with fuel vehicles. "So, next, who will buy a gasoline car? ”
"Twin nuclear bombs" are also bombing competitors in the field of new energy.
Wang Chuanfu once said that in the 100,000 yuan and 200,000 yuan ** band of China's auto market, BYD has product pricing power, but he doesn't want to make everyone uncomfortable, and no one else has a way to live.
In this regard, Zhang Xiang and other automotive industry veterans said to the new energy prospect that this is just a commercial propaganda rhetoric. Considering the current living environment, BYD will not leave room for other car companies.
The purpose of BYD's price cut is to crack down on competitors and achieve industry reshuffle. Zhang Xiang said that the number of passenger cars and commercial vehicles in China is more than 100, compared with less than 10 in Europe, the United States, South Korea and Japan, which is still too much. So,The war will run for at least the entire year of 2024.
Although Zeng Zhiling also feels that the "** war" is more cruel, and the profitability of the automakers and the ** chain may be lowered, he still feels thatIn the next year or two, the phase-out of the automotive industry will accelerate. "If you have funds and technology, such as Xiaomi and Huawei, you will enter the market, and car companies with poor sales and financial problems can only stop work and production, or even go bankrupt. ”
In 2024, the life and death of more car companies has begun.
Title image** Taken in the preview of new energy.
Xiaobai and Xiaolin are pseudonyms in the article.
Disclaimer: Under no circumstances does the information or opinions expressed in this article constitute investment advice to any person.