The sales volume of new cars in January was super ideal, and Xiaopeng did not exceed 10,000

Visual China.

Wen Dingjiao, author |Dawn, edWei Jia.

Unexpectedly, Wenjie surpassed the ideal, with a score of 32,973 units, and won the monthly sales championship of new cars for the first time. Ideal was squeezed into second place, with 31,165 units delivered in January.

The rest of the new forces are hovering around 10,000 units, and there is a huge gap with the first echelon. ZEEKR delivered 12,537 vehicles, Leap 12,277 vehicles, Weilai 10,055 vehicles, Nezha 10,032 vehicles, and Xiaopeng, Zhiji, and Lantu did not exceed 10,000.

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January is the off-season for car sales every year, and this year is no exception, with the vast majority of car companies seeing a month-on-month decline in deliveries. At this time, the order reserve and production capacity of car companies are most tested. The fact that Wenjie can rush to the first place is that it has made full preparations in terms of orders and production capacity.

Originally, it was a dull month, but because of the counterattack of the world, the pattern of new cars was loosened. The limelight has been overshadowed for the time being, and this trend is likely to continue for a few more months.

Compared with December 2023, the overall delivery volume of new car manufacturers has fallen by about 30%, and some of them exceed 50%.

There are two factors that caused the decline in sales in January, one is that in December 2023, car companies rushed to KPIs and made great efforts to deliver almost all the vehicles that could be delivered, leaving little room for January; Second, it will enter the Spring Festival holiday in more than a week, and there will be fewer people watching, booking and picking up cars.

Judging from the month-on-month data, Xpeng, Weilai, and Ideal fell by % respectively in January; VOYAH and ZEEKR fell by % respectively; Wenjie increased by 35%, Nezha was too stretched because of the results in December, the base was low, and the month-on-month growth rate in January reached 95%.

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Car companies will always play a little trick when promoting, year-on-year and month-on-month, which data is good to use and which one will always only disclose one-sided information, so that people can't see the whole picture.

For example, this time Ideal used year-on-year data to describe "rapid growth": "105 year-on-year growth."8%" was clearly typed on the poster, and it was accompanied by a bar chart with a strong sense of contrast. In fact, Ideal sold nearly 20,000 fewer cars in January than in December, and this data is not very "beautiful" to make in the graph, so it was changed to compare with itself a year ago.

Of course, this is not a big problem, after all, it is also true.

Then let's look at the year-on-year data. Compared to a year ago, the growth rate of the new forces is also different.

Ideal 105The growth rate of 8% is still good, after all, the delivery volume has doubled, which is better than NIO (18.2%), Xpeng (581%).

The more exaggerated ones are Zero Run and Wenjie, and the delivery volume has increased by 98 times and 64 times. This is partly due to the fact that in January a year ago, their deliveries were too low, and partly because they did really well last month.

BYD, which leads the way in sales and sold 340,000 units in December, sold 20 units in January10,000 units, the lead is very obvious. Among them, the Yangwang U8, which costs more than 1 million, sold 1,652 units in January. The amount of such an expensive car can be sold is still beyond market expectations.

Throughout January, except for the outstanding results in the world, other car companies were very flat. After all, just finished the KPI, and you still have to warm up in 2024.

In January, there was a phenomenon worth paying attention to, some car companies began to push 2024 new cars, and cut prices for old cars to clear inventory. The so-called new year and new atmosphere, car companies also want to add some selling points to their products through configuration upgrades. However, the upgrades here are actually minor repairs, not complete facelifts.

For example, Li announced on January 11 that the 2024 L-series models will be launched in March, and the price of existing L-series models will be reduced by 330,000-350,000 yuan, of which the starting price of the ideal L7 dropped to 300,000 yuan for the first time. In the past, the ideal rarely reduced prices, which is a lot of strength. According to past experience, it is only when the model is iteratively transitioned that the ideal ** will have such a large reduction.

Two days after Ideal's notice, NIO also announced that it will update the configuration of existing models, and the 2024 model will be delivered in early March, while providing discounts for the 2023 model.

Tesla also announced that the Model Y will be upgraded in appearance and performance, and it will remain unchanged after the upgrade, providing 8,000 yuan in cash for the existing version, and if you place an order in February and pick up the car in March, you can also enjoy a discount of 2,000 yuan for full-color paint.

On the one hand, these measures can boost a wave of sales in the short term, clear inventory, and prepare for the fierce competition in the 2024 peak season.

The question world has finally surpassed the ideal, which should be something that Yu Chengdong has been looking forward to for a long time.

In the weekly sales list updated every week, the question world surpassed the ideal, but the gap between the two was very small, and the ideal once overtook back, and in the end, the ideal still lost.

Wenjie delivered 32,973 vehicles, and the ideal is 31,165 vehicles, a difference of 1,808 vehicles. At present, the gap is not large.

Cartographic focus.

It is worth noting thatThe question world is "one dozen three".: The ideal is three cars (L9, L8, L7), and the question is two (M5, M7), of which the real volume is the M7. The M7 delivered 31,253 units in January, while the M5 had only 1,720 units.

There is no doubt that **m7 has revitalized the endangered question world. Before the facelift, the two cars of Wenjie were basically unsellable, and the monthly sales of the M7 were only a few hundred units. The new M7 has not only upgraded various configurations, but also dropped by tens of thousands, and has successfully made a turnaround.

Question and Ideal are direct competitors. The ideal L series and the M series are both medium and large SUVs and range extenders, and the benchmark models are also close to each other. **The starting price of M7 is 70,000 yuan cheaper than that of L7, and the competitive advantage is immediately apparent.

Because of the popularity of the new M7, there is no shortage of orders. According to the latest data revealed by Wenjie, since its launch in September 2023, the total number of new M7 has exceeded 140,000 units. Around 80,000 units of the new M7 have been delivered in the past five months, and there are still 60,000 units on order. In other words, even if there is no new order in the next two months, Wenjie will be able to achieve a monthly delivery of 30,000 units for two months.

Don't forget the M9. Pre-orders for the car began in December, with orders for 30,000 units within seven days of its launch, and deliveries are expected to begin at the end of February.

According to this momentum, the world of inquiry and the ideal have to fightThe two companies will compete in the tier of 50,000 units per month

The question world can counterattack, completely relying on Huawei. Li Xiang has long regarded Huawei as its biggest competitor, and now he is feeling the pressure on Huawei again. Many people buy the world because of Huawei's endorsement. Technical labels + precision marketing + national sentiment have made Huawei's blessing of Wenjie the first choice for some people when buying domestic new energy vehicles.

Fixed focus Many of the M7 owners I have contacted are loyal fans of Huawei. With Huawei mobile phones, Huawei computers, Huawei watches, Huawei bracelets, and of course, Huawei must also choose Huawei when buying a car. Previously, when the sales staff of a Huawei store sold the car, they promised to buy the M7 and give the Mate series mobile phones the priority to buy them.

Even if there was a quality controversy in the old M7 before, it still did not extinguish the enthusiasm of "pollen". The entrepreneurial story of the rebirth of the Jedi brand has further narrowed the distance with users.

The only constraint now is capacity. The abundance of orders means that the amount of production produced each month almost determines the number of deliveries.

Yu Chengdong has been waving the flag for Wenjie, and his "big mouth" style has saved a lot of marketing expenses for Wenjie, and at the same time, it has also disgusted some peers. Zhu Huarong, chairman of Changan Automobile, complained at a conference in mid-January, alluding to misleading consumers, "Why is this industry so bad, hundreds of thousands of cars have to say tens of millions", "The lead is the lead, but it must be appropriate, there is no bottom line in advertising".

Competitors are in a hurry.

Changan Automobile also cooperates with Huawei, but it is not the intelligent mode of Cialis (now known as "Hongmeng Zhixing"), but the HI mode (Huawei inside) mode, which gave birth to AVATAR.

AVATAR's sales have been tepid. Even if there are three big factories at the same time, Huawei, CATL, and Chang'an, they can only sell a few thousand vehicles every month. In January, AVATR announced a record number of 7,059 deliveries.

However, it is worth noting that the data released by AVATR itself has always been inconsistent with the data of the passenger association. To be more precise, it is much larger than the sales figures counted by the Passenger Association.

Changan Automobile also has a new car brand, Deep Blue, which delivered 17,042 vehicles in January, which is one of the few players who can deliver 20,000 vehicles in January.

Xpeng's deliveries in January did not exceed 10,000, slightly disappointing the market. Previously, Xiaopeng sprinted with all its might, delivering 20,000 vehicles for three consecutive months, and now it seems that the overdraft is a bit serious. Of the 8,250 new vehicles delivered, 2,478 were X9 MPVs, which had just started deliveries, so it seems that deliveries of the P7 and G9 have dropped significantly.

The X9 was pinned on by Xiaopeng and received a lot of praise from the outside world. This is currently the only MPV in the world with rear-wheel steering as standard, with a starting price of 35980,000 yuan, very cost-effective. During the New Year's Day holiday a month ago, Xpeng also worked overtime to hold a X9 launch conference. He Xiaopeng said two days agoIn January, there was a backlog of tens of thousands of X9 orders, and the ** of G9 was also affected. The Spring Festival will work overtime to increase production capacity.

Xpeng was right to play x9 as an important card. When car companies are crazy involution in medium and large SUVs and 200,000-yuan pure electric cars, new energy MPVs are still a blue ocean. The VOYAH Dreamer, ZEEKR 009, and Denza D9 are all selling very well now, and the VOYAH Dreamer now contributes half of the sales volume to VOYAH every month, and the DENZA D9 exceeds 10,000 units every month.

The ideal first pure electric product, the MEGA, which is also an MPV, is late this time. Originally, the MEGA was scheduled to be launched more than a month ago, and deliveries began in late February, but due to structural design issues, the launch was postponed to early March. This gives the Xpeng X9 more opportunities.

For any car company,The pace of new products is very important。In the era of fuel vehicles, it may take several years for a car to go from release, to launch, to delivery. The pace of new energy vehicles in China is much faster, and now they are all released and delivered, because there are too many competing products, and consumers cannot afford to wait. At this point, NIO has suffered and once ceded orders to competitors.

Now the intellectual world is worried about this. Zhijie is an automobile brand jointly created by Huawei and Chery, and the cooperation model is similar to that of Wenjie. Huawei is trying to replicate another question in addition to Cialis. The Zhijie S7 is the first model of the Zhijie brand and the first sedan of Huawei's smart car business, which is of great significance.

The Zhijie S7 has been launched on December 28 and started pre-sales, but deliveries have been delayed. Some Dading users publicly complained, saying that the delivery process of Zhijie S7 was chaotic, and some users said that they wanted to cancel the order. Zhijie had to introduce compensation measures, compensating eligible car owners with 200 yuan in cash per day, with a maximum subsidy of 10,000 yuan.

Even with Huawei's support, it doesn't mean that you can lie down and win. Building a car is a complex project, and any link that falls off the chain may lead to a total loss.

NIO has learned its lesson, and now it releases new cars as they are delivered as soon as they are launched. However, in 2024, the main brand of NIO will not release new cars, the core is to sell the existing 8 models, and the second brand will release 3 new cars, which is expected to be in May and June 2024.

From this point of view,In the next half a year, NIO's sales may not change much. NIO aims to deliver more than 20,000 vehicles a month, compared to only once in the past 12 consecutive months. Li Bin said at a communication meeting in mid-December that it is expected that after the first quarter of 2024, NIO will be able to maintain a monthly sales base of more than 20,000 units.

Let's not talk about the first quarter and later, at least in the first quarter, it is unlikely that NIO will deliver 20,000 yuan a month. NIO's existing 8 models, the sales of the three "7 series" (ES7, ET7, EC7) are almost negligible, and the core depends on the performance of the ES6 and ET5.

Due to continuous losses and rapid capital consumption, NIO has now stepped up cost management and begun to make careful calculations, in addition to eliminating some departments and personnel that do not directly create value, and also cutting costs on car owner services. The 2024 version of the worry-free service policy released on January 25 was interpreted by some car owners as a shrinking of rights.

Nezha will pull its crotch in sales in 2023 and lag behind a lot in the ranking, and CEO Daniel Zhang publicly reviewed it. Nezha delivered 10,032 vehicles in January, which was a decent amount, of which 2,821 were exports. In China, exports have become a new story told by Nezha to the market, but to this day, Nezha has not torn off the label of cheap and low-end.

Leap, which is gradually getting rid of the low-end troubles, delivered 12,277 units in January, and the main model is the Leapmotor C11. In the past six months, Leap has raised more than 9 billion Hong Kong dollars from the Stellantis Group in Europe and the local state-owned assets in Jinhua City, Zhejiang Province, and will go overseas next. ZEEKR, which wants to be listed on the US stock market, delivered 12,537 units in January, and with the start of deliveries of ZEEKR 007, it will sprint to 20,000 units next.

China's new car industry is now recognized as an involution, the competition is fierce, and Xiaomi cars are about to land on the battlefield, which can be called a blazing fire. Although sales fell in January, the intensity of competition will not weaken.