At the beginning of last year, due to the cancellation of the subsidy policy for new energy vehicles, many new energy vehicle brands have introduced price increase strategies. What everyone didn't expect was that Tesla not only did not raise the price after the cancellation of the new energy vehicle subsidy policy, but gave the largest drop in history, making Tesla Model 3 and Model Y hit the lowest in history, and all new energy brands that planned to increase prices were caught off guard.
With Tesla's price cut, in order to maintain market competitiveness, other new energy vehicle brands have to respond to the pressure brought by Tesla through price cuts, even the traditional fuel vehicle market has been affected by Tesla's price cuts. Since then, the ** war in the automobile market in 2023 has intensified.
The first round of ** battles has begun, and the involution will intensify in 2024
Entering 2024, I thought that the impact of the 2023 ** war would be alleviated in the new year, just when the major auto brands were posting the 2023 report card, Tesla, the initiator of last year's ** war, made another move and gave a generous car purchase discount, so that the auto market in 2024 was also shrouded in the ** war.
On January 1, Tesla officially announced a model 3 rear-drive car insurance subsidy of 6,000 yuan, and at the same time launched a low-interest financial policy, and the purchase of model 3 Y can save up to 230,000 yuan. For the highly popular Tesla, this wave of benefits will definitely further stimulate consumers' desire to buy cars, and the impact will naturally be the same as last year, so that other car companies have to deal with it by cutting prices.
Shortly after Tesla launched the ** policy, Nezha Automobile announced that it would make a decision on Nezha Aya Nezha x Nezha S Nezha GT, and you can enjoy 5,000 yuan Nezha New Year's exclusive red envelope gift. Geely Emgrand L HIP Champion Edition also has a New Year's subsidy of 5,000 yuan, which can be stacked up to 1A cash subsidy of 40,000 yuan;Lynk & Co 09 is more direct, the official guide price of all models is reduced by 10,000 yuan, and the adjusted starting price is only 24790,000 yuan.
In addition, Great Wall Motor's Ora brand announced that all its models on sale can enjoy up to 30,000 yuan of official cash discounts, such as the highest cash discount 2 for the purchase of Ora Good Cat and Good Cat GT Mulan Edition models from January 1 to February 820,000 yuan (20,000 yuan for honorable discounts) and 3,000 yuan insurance subsidies.
Even the Japanese car companies that were high in the past, now have to join the army of price cuts, FAW Toyota has launched the "full system direct subsidy" policy, all models can enjoy the purchase tax time-limited direct subsidy, up to 5999 yuan;Guangqi Honda also announced that a number of its models will open limited-time discounts, involving the new Accord, Haoying, E:NP1 Extreme 1, Style, Guandao, Odyssey, ZR-V Zhizai, Binzhi a total of 8 models, of which E:NP1 Extreme 1 can enjoy a car purchase subsidy of 50,000 yuan, and the price after the subsidy is only 12From 50,000 yuan.
Che Yulu believes that as more and more car companies are involved in this first-class war, the competition in the auto market in 2024 will only become more intense, and it is not difficult to find clues from the new cars that have been launched recently. On December 27, ZEEKR 007 was listed at the end of the year, and 20The starting price of 990,000 yuan has made the 200,000-level pure electric car market unprecedented. At the same time, the Geely Galaxy E8, which is a sibling of the same milk as the Extreme Krypton 007, has rolled up the starting price of the C-class pure electric sedan equipped with the Snapdragon 8295 chip to support the 800V high-voltage platform to less than 180,000 yuan, and the trend of the domestic automobile market in 2024 is already clear.
Who is the biggest winner behind the battle?
* Who is the real winner behind the battle?On the surface, the biggest winner of the car market war is the consumer, after all, it costs a lot less real money when buying a car, but in fact, what is reflected behind the war is the knockout of the automobile market.
For example, before the release of the Redmi mobile phone, the domestic mobile phone market can be described as a hundred schools of thought, and there are many second- and third-tier mobile phone brands, but after the release of the Redmi mobile phone, the vast majority of copycat mobile phones have been directly eliminated by the market. In addition to Apple, there is only "Huami OV" left in the current mobile phone market, and there is no place for other mobile phone brands at all. The reason why Redmi mobile phones have such great power is that they directly bankrupt copycat mobile phone manufacturers, and the most inexplicable thing is ultra-low**, so that copycat mobile phone manufacturers have no profit margins, and Redmi mobile phones have Xiaomi support behind them, and they are not afraid of ** war at all.
The same is true in the current automobile market, the essence of the first war is the knockout, for those who do not have strong capital, no technical reserves of the third and fourth line car brands, simply can not survive in the first war. From 2020 to the present, many new power brands have fallen, and even third- and fourth-tier traditional car brands have been unable to withstand the impact of new energy vehicles and have gone bankrupt and delisted.
It is foreseeable that after the baptism of the first war in the past two years, some car companies with insufficient competitiveness will be eliminated, which will improve the concentration of the entire industry. At the same time, the first war will also prompt car companies to increase technological innovation and product upgrading, and promote the technological progress and product quality improvement of the entire industry.
Write at the end:
Although price reductions can allow consumers to save some money when buying a car, if car companies sacrifice product quality and service levels in order to reduce **, then the interests of consumers will also be harmed. For car companies, excessive war will also lead to damage to brand image and reduced revenue, but the development and manufacturing of new technologies and new models require a lot of costs. After this knockout game, which car companies will survive?