From having no money to buy BBA to buying BBA without money, it took the Chinese less than ten years.
Mercedes-Benz, BMW, and Audi have always occupied the top three positions in China's traditional luxury car consumer market. In 2023, BBA sold 2.29 million vehicles in China, accounting for more than 70% of China's luxury car market share.
The Chinese market accounts for more than 30% of BBA's sales, while Audi's share is as high as 40%.
This is also the reason why when the EU launched an anti-dumping and anti-subsidy "double anti" investigation on China's new energy vehicles, Germany, which takes BBA as the pillar of exports, "silence is golden". In 2023, the amount of automobiles and parts exported by Germany to China will be about 25 billion euros, which is the largest export category.
In the past five years, BBA's sales in China have been locked in the range of 700,000 to 800,000 units per year. In 2022, there will be negative growth, and in 2023, it will usher in a big dive - 19The 90,000 BMW X1 has the slogan of "cost performance".
BMW X1 and China's new energy vehicles** have entered the era of "big leap".
BYD, which has a price of more than one million, is no longer riding in the dust, and GAC Aion supercar Haobo SSR has a price range of 12860,000-16860,000 yuan; NIO's flagship sedan ET9, with a pre-sale price of 800,000 yuan; The first limited edition of the tank 700 Hi4-T was launched, with a pre-sale price of 700,000 yuan; ZEEKR 001 FR is priced at 76From 90,000 yuan; The price of the ideal MEGA is less than 600,000 yuan.
These areas are the only ones in the BBA.
China's luxury car, high-profile debut
The BBA market is being encroached upon by new energy vehicles.
Tesla's annual sales in China exceeded 600,000 units, stealing part of the BBA limelight first. In addition, China's local new energy vehicles Ideal, NIO, Wenjie, Xpeng, Zeekr, Zhiji, AVATR and VOYAH are all priced in the range of 200,000 to 600,000 yuan, competing with both BBA and Tesla.
Below 200,000 yuan, it is the Red Sea of joint venture cars. More than 200,000 yuan, punching the master to death, there is still space.
The space is that China's new energy vehicle production and sales continue to grow, while there are fewer opponents and the response is slower.
In 2023, China's automobile production and sales will exceed 30 million units, hitting a record high. The production and sales of new energy vehicles in China reached about 9.5 million units, with a market share of 316%。
In 2024, the industry expects the wholesale volume of new energy vehicles to reach 11 million, with a net increase of 2.3 million units, and the penetration rate will reach 40%.
BBA does not have a new energy model that can "play". The increase in the new energy market, BBA can only share less than 20% of the share.
2023 Retail Sales Ranking of New Energy Manufacturers Multiplied by Union.
Therefore, after BYD looked up to the market, a series of luxury models of China's new energy vehicles competed for the first place. The total sales of several well-known new energy vehicles in China have exceeded 1 million units in 2023. What they want to grab is not only the entry-level market of BBA, but also the "flagship" stage that traditional luxury cars have been holding for many years.
The pillars of BBA, subdivided into sedan models, are also called "E56": Mercedes-Benz E-Class, BMW 5 Series, Audi A6.
Taking the "E56" 2023 entry-level model as an example, the Mercedes-Benz E-Class is 33Starting at 210,000 yuan, the BMW 5 Series is 35Starting at 20,000 yuan, the dealer reference price of the Audi A6L is 32From 940,000 yuan.
The NIO ET7, which is in the same class as the "E56", has a starting price of 4280,000 yuan. Moreover, the purchase of a car also has to pay purchase tax, and the landing price of ET7 is likely to be higher than that of "E56".
NIO ET7 Similarly, BBA's SUV model is not as attractive as the look-up.
Some U8 owners said that because the total weight of the car exceeds the requirements for vehicle weight in the purchase tax exemption for new energy vehicles, it needs to pay the same purchase tax as fuel vehicles of the same level. 109.90,000 yuan of looking up to U8, the purchase tax is close to 100,000 yuan, plus the insurance premium, the landing price will be close to 1.2 million yuan.
The guide price of the BMW X7 is 10390,000 yuan, dealer reference price 76380,000 yuan. Mercedes-Benz GLS's ** is basically maintained at about 1 million yuan.
Regardless of whether it is the first or the "row", the brand effect of China's new energy vehicles has gradually surpassed the BBA star models.
Of course, BMW's discount is more ruthless, which is also due to the ** listing. Some of the designs that were originally on the 7 Series will be on the 5 Series. The so-called "high-end technology decentralization", BBA also wants to show some sincerity.
However, this trick still has not been able to roll up China's new energy vehicles.
Earn and drink, and make money
China's new energy vehicles to conquer the luxury market, each has its own "benchmarking" model: after each occupies the head position of the subdivision type, and then carries out "high-end technology decentralization".
In a word, luxury cars lose money and make money, and the "people-friendly version" makes money.
BYD looks up to the U8, tank 700 Hi4-T, and the benchmark is the Mercedes-Benz G-class off-road vehicle, of which the G63 is called the "big G" - 40T twin-turbo engine with a maximum power of 585 hp and a peak torque of 850 Nm, ** between 2.8 million and 3 million.
Neither the look-up nor the tank 700 is so expensive.
Looking up to the U8 equipped with the Yi Sifang technology platform, it can realize functions such as in-situ U-turn, agile steering, emergency floating, etc., and can also rely on four-wheel independent control technology and body stability control capabilities to keep the vehicle stable in the desert off-road, reducing the probability of overturning and trapping. Four-motor system, strong power, desert climbing can also be completed.
Looking up at the U8, looking up at the U8 has a cruising range of 1000 kilometers in CLTC working conditions, and the acceleration time from 0 to 100 km h is 36 seconds, 18 minutes to complete 30%-80% fast charging, large-capacity battery can also be externally powered.
BYD's traditional entertainment "electric pickaxe to open the road" once became a popular meme on the Internet: a BYD Tang was stuck in a ditch, and the driver held an electric pickaxe, used the car to release power from outside, and bulldozed the dirt road overnight.
Because the ** that looks up is too "admirable", BYD has a "people-friendly version" of the formula Leopard Leopard 5 - the starting price is less than 300,000.
The Leopard 5 is equipped with the same Yunlin-P active hydraulic body control system as the U8. It can't make a "U-turn on the spot" like looking up at the U8, but with the front and rear dual-motor torque control function, the Leopard 5 can also achieve a similar "Leopard U-turn".
Tank 700 Hi4-T carries 30t+9hat** powertrain, 3The 0T V6 twin-turbo engine, matched with the P2 motor, has a comprehensive power of 385kW and a torque of 850 Nm, and the power performance "surpasses that of V8".
The "people-friendly version" of the "Tank 330" is also equipped with Great Wall Motor's self-developed V6 twin-turbo engine, with a maximum power of 265kW and a peak torque of 500N·m, with a starting price of about 200,000 yuan.
In the Tank 330 luxury executive car market, Mercedes-Benz S-Class, BMW 7 Series, Audi A8L and so on have dominated for many years.
The NIO ET9 released in December 2023 has a pre-sale price of 800,000 yuan, and has begun to attack the luxury executive car market. Its length and wheelbase are larger than the BBA executive flagship, and the air suspension, rear-wheel steering, and steer-by-wire system are also complete. Tianxing intelligent chassis can be lowered by 50 mm in 1 second, solving the driving experience problem affected by the chassis elevation.
The self-developed autonomous driving chip Shenji NX9031 uses 5nm process technology. It is said that one is equivalent to four Nvidia Orin X. ET9 is equipped with two Shenji NX9031, which is equivalent to the computing power level of eight NVIDIA Orin X - 2000TOPS, which is on par with NVIDIA's next-generation chip THOR.
The ET9 is currently not on sale as a "people-friendly version", the ET5 is a coupe, and the ET7 has a starting price of more than 400,000 yuan.
In the field of supercars, fuel vehicles often "break 100 in a few seconds". Relying on the acceleration of 100 kilometers to enter the supercar circle, the price is 76The 90,000 yuan pure electric hunting supercar Zeekrypton 001 FR is counted as one.
In the 0-100k h acceleration list of a car ** evaluation, ZEEKR 001 FR starts with 2With a score of 63 seconds, he beat the Tesla Model S Plaid (301 sec), Lotus Eletre R+ (330 seconds), Audi RS e-tron GT (331 seconds) and other old luxury cars, ranking first on the list, ZEEKR 007 dual motor (322 seconds) in third place.
ZEEKR 001 fr
And 20The "people-friendly version" of ZEEKR 007 starting from 990,000 yuan is equipped with 800V architecture as standard, and is equipped with the same silicon carbide rear motor of ZEEKR 001 FR. The 100 km/h acceleration of the dual-motor version is second only to the Zeekr 001 and Tesla Model S Plaid.
In contrast, Haobo SSR has gone up a "notch". The price is more than 1.2 million yuan, and the acceleration of 100 kilometers is only 1In 9 seconds, it is the world's first mass-produced supercar that accelerates 100 kilometers into 2 seconds.
It is equipped with Aion's original two-speed four-in-one high-performance motor, with a peak torque of 12,000 Nm and a comprehensive horsepower of 1,225 hp. The new car is equipped with exclusive special tires with low heat generation formula and low expansion rate design, 900V silicon carbide chips, which can provide 17G strong push back feeling.
Haobo SSR only looks at the data on paper, and China's new energy vehicles have been "rolled" quite intensely. In the past, only million-level luxury cars could choose lidar, as well as equipped with rear-wheel steering, air suspension and other configurations, and now China's new energy mid-to-high-end models are not left behind.
In a world dominated by the BBA, "sincerity" is always symbolic.
The entry-level Mercedes-Benz A180, BMW 118i and Audi A1 can only say that "everyone here is rubbish". Take the Mercedes-Benz A180 as an example, release the brakes, and the car can be "motionless". Only at the level of "E56" does the BBA look "decent".
In short, for the price of "E56", consumers will certainly vote with their feet to get the experience of a million-level luxury car.
Good value for money, buy it and it's over
People who spend 300,000 yuan to buy a car are a minority.
According to the data of the Passenger Association: in 2023, the sales volume of models below 300,000 yuan will be 187730,000 units, accounting for 865%；*Sales of models over 300,000 units (including 300,000 units) will be 29420,000 units, accounting for only 135%。
The market of more than 300,000 yuan is said to be a blue ocean, but it is relative. The brand premium of the unit price of the vehicle is always limited, and the quantity is also limited - it is difficult to make money without volume as a luxury car. But as long as there are enough product lines, it is enough to support luxury cars that may not be profitable.
The key is that luxury cars mean the upper limit of a car company's capabilities: the strongest power level, the most advanced technology configuration, the most luxurious decorative materials, and the most appropriate design language, which shape the foundation and style of the entire brand.
There are very, very few people in the world who can afford a Bentley Continental GT. When people understand and experience the Continental GT, the kind of enjoyment that can be achieved by the fuel sports car in the industrial age, it is easy to believe Volkswagen - since Volkswagen can have high-end brands such as Bentley, Lamborghini, Bugatti and Audi, then the "scooter" is not far behind.
Bentley Continental GT
With the same logic, BYD looks up to the U8 is very expensive, and the equation Leopard Leopard 5 is also "enough".
China's new energy vehicles officially hit luxury models, which is not only the need for enterprises to increase revenue and develop product lines, but also the inevitable way to compete to a certain extent.
China's new energy vehicles, in the process of growing from large to strong, have achieved phased and breakthrough results.
At the vehicle enterprise level, among the top 10 new energy vehicle companies in global sales in 2023, Chinese companies account for nine, and BYD is far ahead.
At the export level, China's new energy vehicle exports will be 120 in 202330,000 units, a year-on-year increase of 776%。With the growth of exports, Chinese auto companies will also invest in overseas charging and swapping infrastructure and after-sales service systems to further expand their business scope.
Shandong port Yantai Port, a large number of export commodity vehicles are ready to be shipped to Visual China.
At the level of core components, taking power batteries as an example, CATL, BYD and LG rank among the top three. Among them, CATL's installed capacity will exceed 260GWh, and its market share will exceed 40% for the first time, hitting a record high. BYD's installed capacity exceeded 100GWh, and LG Energy won the runner-up for the first time. CATL and BYD together have a market share of more than 60%.
In terms of process innovation, CATL's Kirin battery technology, BYD's key technology of wide-temperature heat pump air conditioning system, Horizon's innovative intelligent computing architecture, and Honeycomb Energy's efficient integration technology of power battery system for thermoelectric separation will all be mass-produced and applied.
For most consumers, there is almost no need to consider "whether to choose" and "whether it is worth it", and in the face of China's thrifty new energy vehicles, they only need to consider which one they like the most.