Zebra consumption Fan Jian.
In China's new energy vehicle market in 2024, what will the brands do?
There can be no slackness, and if you are not careful, your position may be replaced by your peers. In January this year, Wenjie has squeezed out the ideal and become the new sales champion of the new forces; Geely Automobile's monthly sales surpassed BYD's, but it needs to continue to make efforts in new energy products.
In the new year, the focus of China's new energy vehicle market will no longer focus on new forces, some of the "second generation of cars" have grown up, and more are rapidly rising.
Ask the world to squeeze out the ideal
In the current Chinese new energy vehicle market, it is difficult to create successful products without enough sincerity; When the car enters the intelligent era, it is difficult to have a trick to eat all over the world.
Therefore, the "involution" will not be temporary, but continuous; Stress is not temporary, it's permanent. If you're not careful, you might get your place in the hands of your peers.
After sitting at the top of the list of new forces for too long, at the beginning of the new year, the ideal sales number one position was finally taken away by the questioning world.
In January this year, Wenjie delivered 32,973 vehicles, surpassing the ideal (31,165 vehicles).
It is said that the ideal delivery data is enough to make all the new forces envious, but compared with themselves, it is slightly lacking.
You must know that from October 2023, the monthly delivery of Li Auto has exceeded 40,000 in a row, and in the last month of that year, it has achieved a historical breakthrough of 50,000 monthly sales. Throughout the year, the ideal cumulative delivery was 37600,000 units, a year-on-year increase of 18220%, exceeding the annual sales target of 300,000 units, far ahead of the new forces.
Ideal will achieve the annual delivery target of 800,000 vehicles in 2024, which means that the average monthly sales will reach 670,000 units. Judging from the start of this year, it is not easy to achieve this goal. Not only to look at yourself, but also to look at the market, look at peers.
The summit of the world is mainly due to the new M7. 95% of the brand's products delivered in January were the new M7, and for the first time, the monthly sales of a single model exceeded 30,000.
The M7 has always been a high-volume model of Wenjie, and deliveries began in August 2022, and it is an important contributor to the brand's monthly sales of more than 10,000 units. But from April 2023 onwards, the M7 will not be sold, with monthly sales of less than 1,000 units.
To this end, the company spent 500 million yuan to rebuild this model, and in August 2023, the new M7 was launched. Higher configuration, lower **, finally in exchange for "back from the dead".
Judging from the delivery report card in January this year, the differentiation of the new forces is even more obvious. Wenjie and Ideal, with a monthly sales volume of more than 30,000 units, occupy the first echelon; Monthly sales of 20,000 level disconnection; Leap, Weilai, and Nezha sold more than 10,000 units that month, which can barely be regarded as passing; Xpeng delivered 8,250 vehicles in January, which is still under great pressure.
Moreover, of Xpeng's 8,250 deliveries, 2,478 are the newly launched X9 MPV, accounting for 30% of monthly deliveries. It can be seen that the sales of Xpeng's P5, P7, G6 and other models are even more dismal.
In order to break through the bottleneck of delivery, He Xiaopeng also worked hard. This Spring Festival, he is ready to go to the factory to screw the screws.
Geely overtook BYD
Geely used to be the king of China's own brand cars, but in the transition period of the automobile industry from traditional fuel to new energy, the pace was slightly sluggish, and BYD, which was more resolute and thorough in the transformation, came from behind to become the king of new energy vehicles in the world.
In 2023, China's auto market will still be BYD's absolute home field, and throughout the year, it will achieve 302440,000 units were sold, all of which were new energy vehicles, and the sales target of 3 million units set at the beginning of the year was successfully achieved. In the fourth quarter of last year, BYD sold more than 300,000 vehicles per month, and in December, it achieved a historic 34100,000 units, it is simply "only unexpected, nothing can not be done".
Perhaps it was too serious for the market overdraft at the end of last year, and in January this year, BYD sold 201493 vehicles, a year-on-year increase of 339%, down 409%。
At this time, Geely Automobile once again exuded a deep kingly spirit. In January, its Geely, Lynk & Co, Zeekr and other brands made full efforts, with a total of 213487 units sold, a year-on-year increase of 110%, setting a record high for the group's monthly sales. Among them, the sales of new energy vehicles were 65,826, a year-on-year increase of 591% and a month-on-month increase of 143%, and the proportion of new energy exceeded 30%.
At the beginning of this year, Geely Automobile set itself a New Year's target of 1.9 million vehicles (a year-on-year increase of about 13%), of which new energy sales increased by 66% year-on-year.
Chery Automobile is known as the "science and engineering man" of China's auto market, and he does things in a low-key manner, but from time to time he will release a big move. In January this year, Chery Holding Group sold a total of 200992 self-owned brand vehicles, a year-on-year increase of 1075%, and sales have exceeded 200,000 units for four consecutive months. Yin Tongyue, chairman of the group, has released cruel words that in 2024, "it will not be as polite as before." ”
In addition, Chery also has a very high content of "Zhijie", the first model Zhijie S7 was released in November last year. However, the terminal delivery of Zhijie S7 has been blocked, and there seems to be a discord between Chery and Huawei.
Although Great Wall Motors has not officially disclosed the overall sales volume in January this year, the company can't wait to disclose the monthly sales results of new energy passenger vehicles through its official WeChat: 24,988 units, a year-on-year increase of 29582%, and achieved the first sales volume in the two market segments of hard-core off-road new energy and new energy square box SUV.
The "second generation of the car" climbs quickly
In 2023, when there is a great differentiation among the new forces, the "second generation of cars" of traditional car companies will collectively stand up. Their "parents", who have been immersed in the automotive industry for decades, are not given for nothing.
In January this year, the trend of the main "second generation car" collectively becoming popular continued, which continued to cause a certain degree of pressure on the new forces.
Aion is the best of the second generation. In 2023, a total of 4800,000 units, a year-on-year increase of 77%. In January this year, the global sales volume was 24,947 vehicles, of which 21,938 were delivered to domestic terminals, and overseas sales exceeded 3,000 vehicles for the first time.
Geely's Zeekr brand delivered 12,537 vehicles in January, a year-on-year increase of 302%. At the end of last year, ZEEKR 007 was listed, 20The starting price of 990,000 yuan has lowered the entry threshold for mainstream models of the same level, which has won a wave of market favor. In January, ZEEKR X and ZEEKR 009 both ushered in an upgrade; ZEEKR 001 has launched a time-limited subsidy policy, and the price is reduced to change the market, which may be able to drive a wave of sales.
Changan Automobile's Deep Blue brand, released in April 2022, integrates Changan's Shangri-La Plan and Beidou Tianshu Plan. In July 2022, the brand's first strategic model, SL03, went on sale, with orders exceeding 10,000 in 33 minutes, setting the fastest record in the industry.
Since the second half of 2023, Deep Blue Automobile's monthly delivery data has always remained at 1More than 30,000 units. In January this year, Deep Blue delivered 17,042 vehicles, a year-on-year increase of 177%.
At present, Deep Blue has two models of S7 and SL03 on sale, and it is expected that the new hard-core SUV G318 will be launched in the second quarter of this year, and its compact SUV with the internal code name C857 will also be launched to the market in the third quarter.
Changan also has a high-end pure electric brand AVATR jointly created by Huawei and CATL. The brand has launched two models, AVATR 11 and 12, and has gradually gained market recognition with strong product strength. In January this year, AVATR delivered a total of 7,059 vehicles, of which 12 delivered 5,021 vehicles.
Dongfeng's VOYAH and SAIC's Zhiji sold 7,000 and 5,305 units respectively in January, although they both had a large year-on-year increase, but they were still in a difficult climbing period.
In 2024, the demand for China's new energy vehicle market will continue to grow, but the competition will also be more brutal. BYD has made it clear that it will fight the first war. The boss has this attitude, can others not follow?