On the Internet, electrification companies, led by new forces, seem to have become the biggest winners in the domestic market.
Down to Wuling, Chang'an, up to BBA, Porsche, it seems to have become a "lost dog" in the ** war created by the new forces, no fighting spirit, indeed, the growth rate of electrification is still very fast, reaching a 40% penetration rate in December.
However, in terms of sales, the passenger car market is still dominated by traditional brands.
Taking the BBA that was trampled on the ground by the "far ahead" as an example, BMW X5 is still the sales champion in the medium and large SUV market, with sales approaching 8,000 units in December, and the terminal ** is extremely strong, basically following the guide price in sales.
The new power brand has indeed shown its achievements, and the sales growth point is stable in the 150,000-400,000 market.
On the one hand, this market has a huge user base and relatively low difficulty in technology realization, on the other hand, this market is a soft underbelly market for BBA, and luxury brands that have long overdrawn their brand value cannot provide stronger product power in the entry market, and this market will naturally be seized by new forces dominated by configuration and performance.
In other words, the market that new power brands can capture is currently only within 400,000.
China's consumer market is extremely huge, more than 23 million passenger car demand, destined to have a lot of consumer choices, as a bulk commodity of life consumption, the brand is still the first choice of a large number of users when buying a car, although the new forces can surpass the traditional brand in terms of products and configurations, but the root of the problem is that the third, fourth and fifth tier cities are difficult to establish information transmission channels with new forces in the real sense when consuming.
This is also why in 2023, when the new forces are crazy about manufacturing, BBA is still on the front line of the high-end camp.
If the perspective is shifted to the consumer market of more than 500,000, users have given up on new power brands, in addition to high value and cannot be rashly consumed, more than 500,000 products have entered the brand, culture, consumption mode and social demand from product confrontation.
BMW X5 products can also have huge sales, the main reason is that in the market of more than 500,000, it has an absolute sense of product and brand competitiveness.
This advantage is based on historical precipitation, as the first batch of domestic medium and large luxury cars, through the domestic way on the basis of imports, strengthen the size, design, configuration advantages, and further adjustments.
It not only consolidates the purchase desire of traditional consumer groups, but also taps the share of competitors such as Mercedes-Benz and Audi.
Taking a step back, products like BMW X5 are still difficult to be surpassed in the short term in the fuel vehicle market, and the supporting force is BMW's century-old brand precipitation, as well as its manufacturing and design experience in producing large cars.
It is true that the new forces can bring a better sense of use, but consumption will be unified with the increase of budgets, and consumption focusing on social needs and cognitive needs will be more intense.
At this time, the so-called intelligence, electrification, performance and energy-saving attributes of the new forces will be ignored in the high-end market.
The current Colosseum of the new forces is still fixed within 400,000, relying on the size that BBA does not have, the advantages of refrigerator color TV sofa, and can grab the market from the entry BBA products.
However, the desire of high-end consumers has never changed, that is, to use a higher budget to reflect a more successful life value, at this time, the brand value and product power of the new forces are difficult to exert in front of luxury brands.