In 2023, only Li Auto has completed its annual sales target for 2023, and Weilai, Leap, Xiaopeng, and Nezha have failed to complete the sales target set at the beginning of the year.
Testimonials from successful people
Xpeng worked hard to turn over, and finally achieved monthly deliveries of more than 20,000 vehicles in the last two months of 2023; Nezha Automobile, which has won the title of "dark horse" in the auto market in 2022, has seen negative growth in cumulative sales throughout the year; Weilai Li Bin once again became the "worst person" of the year; Ideal has become the only existence among the new forces to achieve the annual sales target.
According to the data, in 2023, the cumulative sales of Ideal, Weilai, Leap, Xiaopeng and Nezha will be 376,030, 160038, 144155, 141601, and 127496 respectively, with year-on-year growth respectively. 26%、-16.16%。
In 2022, the annual sales of these five new forces will exceed 100,000 units for the first time, opening a pattern of the top five new forces in car manufacturing. In 2023, the cumulative sales volume in the first 11 months of the ideal will have reached 32570,000 units, the company achieved its sales target of 300,000 units ahead of schedule, becoming the first car company among new forces to deliver more than 300,000 units per year. Judging from the annual sales, the remaining four new forces have not yet broken through the threshold of 200,000 vehicles.
In the new year, these companies have summarized and reflected on the past, and also made new prospects for the future.
Li Auto, which has already reached 300,000 units, is proud of the growth rate of its own brand, and said that it will challenge higher goals in 2024, with annual deliveries of 800,000 units, monthly deliveries of 100,000 units, L7 deliveries of 30,000 units, and the construction of 2,000 supercharging stations. Li Xiang, Chairman and CEO of Li Auto, said, "We are committed to becoming the No. 1 luxury brand in the Chinese market. ”
Reflections on the laggards
Daniel Zhang, CEO of Nezha Automobile, reflected on the reasons for the negative sales growth in 2023: the new and old products were not well connected and the rhythm was chaotic; The price of new products on the market is too high, and although it is adjusted in the second half of the year, it loses the opportunity; Loss-making product lines have significantly reduced production; The way of communication is old, and there are good things that can't be said; The marketing headquarters is centralized and the management is weak; Production in December was reduced for AYA's CKD exports and new product launches.
Li Bin, chairman and CEO of NIO, said in an internal letter that 2023 will be a challenging and unforgettable year for NIO. As for the brand transfer, he believes that in the past few years, NIO's business boundaries have expanded rapidly, and the system capabilities have not been perfected, and many projects have caused a waste of resources due to "in-depth business understanding" and "poor management".
He also emphasized that in 2024, NIO will reduce costs, calculate and improve the return on investment in every link and expenditure of R&D, chain, quality, manufacturing, sales and service, management and support, and have the ability to continuously optimize and save costs and expenses.
Li Bin said that in the past few years, NIO's business boundaries have expanded rapidly, and the system capabilities have not been perfected, and many projects have wasted resources due to "in-depth business understanding" and "poor management". In 2024, we must resolutely avoid ineffective and inefficient investment, resolutely save every penny that does not create value for users and companies, save every kilowatt-hour of electricity that is not needed, save every unwanted document printing, do not waste every click and inquiry, and do not waste every opportunity for product and service improvement brought by user feedback.
Feelings after turning over
Looking at Xiaopeng Motors' 2023, it is really thrilling and exciting, from the Waterloo with monthly sales of about 5,000 in the first half of the year, to the monthly sales of 10,000 units in the second half of the year, and then to break through the threshold of 20,000 monthly sales for two consecutive months at the end of the year.
Looking forward to the future, He Xiaopeng, chairman of Xiaopeng Motors, believes that the current market has changed from ultra-high-speed growth to medium-high-speed growth, and potential manufacturers have appeared, and there will be no more new companies. In the next three years, the single product competition will enter the pattern of multi-product competition, and the automobile will develop in a higher-level and more comprehensive intelligent direction, and the depth of the influence of the automobile will also increase. Over the next three years, players in the industry will play their cards in a very different way, at a pace and in the face of market changes.
On the first day of 2024, Xpeng Motors released a new MPV model, the Xpeng X9, firing the first shot of the new year. The styling of the new car is between a conventional MPV and an SUV, and the SEPA2Powered by the 0 Fuyao technical architecture, Xpeng X9 has been comprehensively upgraded in terms of intelligence, driving control, and safety, with a price of 35980,000 yuan-41At 980,000 yuan, it is the most expensive model of Xpeng Motors so far. He Xiaopeng said: "We expect the X9 to be the No. 1 pure electric MPV in China1。”
In 2023, we have witnessed earth-shaking changes in the automotive industry and witnessed the reshuffle of the new forces. This year, "involution" is still the main theme, car companies roll **, roll products, roll marketing, volume market competition is becoming more and more fierce, some companies are overshadowed, gradually eliminated by the market, and some companies stand out and become the leader of the industry.
2024 is full of unknowns, but also hope. In the auto market, where opportunities and challenges coexist, it is worth looking forward to how car companies will show new vitality and vitality.