On January 1, 2024, Tesla's price reduction will be thrown, and then many auto brands such as AVATAR, Leapmotor, FAW Toyota, Nezha Automobile, Ora, Lynk & Co, and Xiaopeng Motors will carry out "fancy"**, which makes people have to pay attention to a wave of marketing splashes in the car market before the Spring Festival.
However, as soon as the Year of the Dragon officially opened, when BYD, the "** butcher", sacrificed the "king fried" with "lower electricity than oil" on February 19, it seemed that the car circle after the festival would "explode". Last year's Chinese sales champion in the "electricity is lower than oil", and out of the "oil is lower than electricity" move, the new energy plug-in hybrid model further down to the 70,000 level, followed by the official price reduction, the year of the dragon spring new energy vehicles of the first battle officially started.
Joint venture brand fuel vehicles can be said to be directly facing this wave of challenges from new energy plug-in hybrid vehicles. Where should new energy vehicle companies and joint venture car companies go? What will the market look like in 2024?
The ** catch-up tide that has sprung up in the city.
On February 19th, BYD officially announced the launch of the "Glory Edition" of the two models of Qin plus and destroyer 05, and the ** of its plug-in hybrid model went directly down to 7980,000 yuan, 20,000 yuan lower than last year's "Champion Edition". Netizen comments: BYD BYD's original meaning is "lower than oil".
With BYD's first shot in the Year of the Dragon, some car companies have followed the ** battle. It can be said that the first "official tide" of the Year of the Dragon has swept in——
Weibo screenshot) Another national brand, Wuling, also shot for the first time. SAIC-GM-Wuling Motors officially announced: the price of its product Wuling Starlight plug-in hybrid model 150km advanced version is 10580,000 yuan was adjusted to 9980,000 yuan, an official drop of 6,000 yuan. The deputy general manager of the SAIC-GM-Wuling brand division shouted on Weibo: "One word, follow!" ”
Weibo screenshot) Nezha Automobile also sent a New Year's official gift: all products can enjoy a direct discount of up to 22,000 yuan. Daniel Zhang, CEO of Nezha Automobile, said: "We also took the initiative to open the book." The next day (20th), he continued to reveal on Weibo that the ** adjustment and the two-year seven-fold redemption policy released this time are for new customers. The exchange discount for existing customers will be announced at the time of the new car release.
Weibo screenshot) **Bullet "flew for two days, and some car companies tried to catch up with this wave of marketing "boom" in the new. Geely is one example. It not only played the ** of "catching up with auspiciousness", but also released 8888 yuan - 20000 yuan for its Bin, Xingrui, Xingyue L and other models, it also launched 8The new car Emgrand LHIP Longteng Edition, which starts at 980,000 yuan, shows that it is "lower than oil and longer than electricity".
In addition, its ultra-high-end brand ZEEKR was also launched yesterday (22nd) for the new car ZEEKR 001, and the first owner to buy the new ZEEKR 001 will enjoy a direct reduction of 10,000 yuan.
SAIC-GM also officially announced the acceleration of new products in new energy. First of all, the Buick Electra E4 value-added model was newly launched, and then the Buick Electra E5 also added the Pioneer Pro Smart Enjoy Pro version, and the value of the whole series was renewed.
Car companies also seem to be constantly "raising prices" to send benefits in the new market, catching up with the tide of the Year of the Dragon. It's not just limited to the A-class market segment, Che Shijun has taken a look, and there are many new cars coming soon!
It is not difficult to see that this time BYD is aiming at the A-class market of joint venture brand fuel vehicles, so the joint venture veterans will be calm?
Che Shijun took a look at the network platform of local dealers**, in fact, a number of BYD's direct competitive models are also vigorously **. Of these, 7Qin plus, whose opponent of 980,000 yuan, has also entered the *** space of 70,000 yuan. There is also network ** information showing that the Japanese Corolla has a maximum price reduction of 250,000 yuan, Sylphy has a naked car price of 6It started at 660,000 yuan.
Mainstream car ** screenshot).
It's just that in the face of this wave of "sudden" ** impact, it may take some time for the joint venture brand to counterattack.
Observation》At the beginning of the year and in the future, the market competition for new energy vehicles will only become more and more intense, especially in a large and fast-growing market like China. In addition, industry insiders said: the huge traditional production capacity has met the gradually shrinking fuel vehicle market, the contradiction is inevitable, and the fierce battle is inevitable!
Scale determines the cost and the survival status of the enterprise, and one of the major strengths that BYD has is it. In the context of madness, most manufacturers give priority to ensuring their share, which will inevitably further intensify the competition. Undoubtedly, it is also a time to test internal strength.
On the surface, BYD launched a more people-friendly plug-in hybrid model, which in turn triggered the latecomers to increase their propulsion, which may be a bombshell dropped on the car market, which will have a significant impact on the entire industry.
The first is the development direction of new energy. First, competition continues to heat up: NEV companies are likely to continue to reduce costs through mass production effects and technological advancements, and turn these savings into more competitive ones to attract a wider range of consumers. Second, technological innovation continues: car companies will likely increase R&D investment in battery technology, motor efficiency, charging infrastructure, autonomous driving and Internet of Vehicles, and continue to launch new models with innovative performance and functions. The third is market resegmentation: new energy vehicle companies may launch more diversified product lines, covering various market segments from entry-level to high-end markets, facing different consumer groups and refining more market demand! The second is to accelerate brand building: as market competition intensifies, brand influence and loyalty will become key factors, and car companies need to build and maintain consumer trust by improving brand image and service quality. This time, it is difficult to get out of Hainan during the Spring Festival, and the new energy vehicle brand with the fastest response. Rushing to the service mark will also be fully demonstrated in the next market.
Moreover, it should have a new impact on the joint venture brand. Electrification transformation, brand differentiation, localized R&D and localized R&D will become its "equipment strength" under the war: accelerate the electrification process as much as possible, and launch more competitive electric vehicles and plug-in hybrid models to meet the challenges of the new energy vehicle market; Use its own brand advantages, such as quality, service and technological innovation, to differentiate and compete with new energy vehicle companies; Localized R&D for the special needs of the Chinese market to better meet consumer needs; Establish partnerships with local new energy vehicle companies or first-chain enterprises to share technology and resources and reduce R&D and production costs.
The future market trend will be affected by a variety of factors, including technological progress, cost reduction, policy support and changes and creations of consumer preferences.
February** Dynamic Incentive Program