For a long time, the state has been vigorously encouraging the development of the new energy vehicle industry from the strategic level. However, while the new energy vehicle industry is booming, it is inevitable that some strange phenomena will arise. And at every stage, there will always be chaos at every stage.
In the early stage of the development of new energy vehicles, in order to support the development of the entire industry, the state gave huge subsidies to car companies that developed new energy vehicles, resulting in some car companies relying on cheating to obtain subsidies. Finally, in 2016, the Ministry of Finance investigated and dealt with a large number of "fraudulent subsidies" car companies. During the period of savage growth of new energy vehicles, the first companies in various places vigorously attracted investment, attracting a large number of PPT car companies. In 2021, Xinhua News Agency published a message titled "These problems can be cured!" As the title, the article criticized "making cars on paper", "blind investment", and the industry's "false fire".
Now that new energy vehicles have entered the stage of fighting for hegemony in the Warring States Period, "Economy" recently published an article pointing out the new chaos derived from the new energy automobile industry at the current stage: no increase in profits, no bottom line in marketing, and blind projects.
In 2023, China's new energy vehicles will continue to grow rapidly, and the production and sales of new energy vehicles will complete 958 respectively70,000 and 94950,000 units, an increase of 358% and 379%。However, according to incomplete statistics, a total of 320 models of domestic new energy vehicles will be sold in 2023, and the vast majority of them will sell less than 1,000 units per month, and there are only three or four truly profitable car companies. Second, car companies are keen on all kinds of exaggerated marketing, and "the best car within xxx million yuan" abounds, all kinds of big talk, ruthless words, and war of words. At the same time, there is already excess capacity, and there are local ** and enterprises in the launch of new projects.
Seriously, the author thinks that the three major chaos listed in "Economy**" are not comprehensive enough, in fact, the strange phenomena of the car circle are far more than these.
Blind innovation in product function design
In order to attract consumers and prove that their products are at the forefront of fashion trends and technology, the current new energy vehicles are increasingly pursuing some new and exotic designs and functions, and no longer emphasize practicality, comfort and even safety.
The hidden door handle that can't be bounced out of winter, the unobstructed panoramic canopy under the scorching sun, the cancellation of physical buttons, and the problem that can be solved with one finger has to use voice, these are already very familiar to everyone, and they are often taken out to complain about the *** design. But after all, these only have an impact on comfort and convenience. But in recent years, there have been some designs that don't even care about security.
For example, the half-spoke steering wheel and external electronic rearview mirror, these two configurations do have a sense of technology and advancement, and can also improve the performance and handling of the whole vehicle. However, at this stage, it will still make the old drivers not very adaptable, but it is easy to affect the driving. The shift of the central control screen and the shift of the roof button pushed by a top brand are even more incredible.
On the one hand, the new car of a certain brand launched last year emphasizes its own extreme safety, and on the other hand, "the flat instrument panel of the passenger seat can be used to place a laptop office, place things, and make a makeup table" as a major design selling point, which also caused a lot of controversy. It is a well-known fact that objects placed on the dashboard tend to endanger the driver and passengers in the event of a collision.
Not long ago, Volkswagen announced that it would "abandon touch buttons" and return to physical button design; Although Xiaomi Su7 is also a central control touch screen, it still retains a large number of physical button interfaces, indicating that some car companies have realized that design can not blindly seek new.
It has become the norm for car companies to "backstab" car owners
The term "backstab" appears especially a lot in 2023.
Because of the war and competition, car companies almost use the "month" as a unit to formulate their own price reduction policies. Especially for some brands at the top, every time the first adjustment will trigger a price reduction for the entire car circle. For some car owners, they are faced with "depreciation when picking up the car", "the new car loses 3,000 a week, and it depreciates by tens of thousands in a month.""situation. Tesla, Nezha, and BYD have all made old car owners feel "backstabbed" because of price cuts, which in turn led to rights protection.
The product technology update iteration is too fast, and it also "backstabs" the old car owners. When the NIO ES6 is released in 2023, because the ** is reduced, the battery life and intelligence are greatly improved, which leads to a large number of ES8 owners who are dissatisfied and have said that they have been cut leeks. Xpeng P5 because the promised urban CNGP function has not been fulfilled for a long time, the owner believes that it is "abandoned by technology", so they jointly defend their rights. In essence, under the fierce competition, the iteration of new energy vehicles has to seek new and fast, but this is at the expense of some old car owners.
One more example. It has become a recognized fact in the industry that new energy vehicles have a high insurance rate and a high loss ratio. The cost of doing new energy vehicle insurance is more than 100%, which poses a lot of pressure on insurance companies. This raises another problem, and more and more insurance companies have begun to raise prices sharply or even refuse to renew the insurance of new energy vehicle owners. There are also those car companies that lost the competition in 2023 and eventually went bankrupt and ran away, and the hundreds of thousands of "homeless" new energy vehicle owners left behind ......
In short, in this fast-changing and volatile industry, it is difficult to protect the rights and interests of users.
Rim marketing "rice circle".
The technology circle has brought the trend of "circle fans" to the automobile circle, and at the same time, it has also brought some bad marketing habits to the automobile circle.
More and more car brands have begun to "captive" their fans and water army, KOLs, KOCs, ordinary car owners, and ** have begun to stand in line. In the past, this kind of standing in line was, at best, a fan army touting its own brand. But now, fans are either spontaneously or perceived to have begun to attack competitors in an organized and purposeful manner at some injunction.
The most classic case comes from two well-known car companies in the north and south. In 2023, the Great Wall reported the BYD incident, in fact, no matter what is right or wrong, from the technical level and the industry level, this is a thing that is conducive to promoting the compliance of relevant technical standards. But after the incident, under the mutual yin and yang scolding of fans and big Vs on both sides, the nature and direction of this incident have completely become a conspiracy theory. Similarly, the Formula Leopard "fuel consumption 18" incident at the end of the year turned out to be from the hands of competing car owners, so there was an uproar. During the year, the legal departments of both brands even sued each other's core KOCs to court.
In 2024, the Navy and rice noodles are about to start an encounter in the automobile circle, and you can imagine what it will be like. Compared with the "Wumao Party" and "exaggerated propaganda", the "fan circle culture" is actually more terrible, the former is just false propaganda, and the latter is more demagogic, which will only make the current new energy vehicle marketing field become a miasma.
Summary:
Finally, to quote a sentence in the "Economy" article: China has initially formed a global comparative advantage of new energy vehicles, how to consolidate and expand this advantage, make the advantageous industries better, and become an innovative carrier and important force to promote high-quality economic development and Chinese-style modernization, we still lack management experience, and need to be seriously practiced and explored. The chaos in the new energy automobile industry should be worth everyone's vigilance, and don't bury the existing advantages because of these chaos.
Text: Youshi Automobile, Old Cannon).
Note: The picture comes from the Internet, the rights belong to the original author, thank you too! This article only represents the author's personal views and does not represent the position of Youshi Auto.