Wen Wang Xinxi.
The first ** battle in 2024 will be even more brutal, BYD Qin Plus DMI Glory Edition and Destroyer 05 Glory Edition, the entry model is priced at only 7980,000 yuan, which has led to a wave of price reductions by domestic car companies. Changan Qiyuan, Nezha Automobile, and SAIC-GM-Wuling officially announced price cuts on the same day.
In the eyes of the industry, BYD flipped the table this time, the fuel car panicked, and the Japanese car was in trouble. Some netizens said: "The nightmare of Japanese cars is not only in the Chinese market, but also in Japan, which has lost its automobile industry, may not even be as good as Cambodia." ”
7.980,000 Qin and 7The 560,000 Sylphy configuration is very different, which is simply an epoch-making difference between a smartphone and a button phone. ”
But in fact, Japanese cars are not afraid of BYD Qin lifting the table, but afraid of being a new domestic force.
Under the impact of new energy, why are Japanese car sales still strong?
The price reduction may also be BYD's own sales pressure, the target is very high, and the sales pressure is very high, but BYD's whole industry chain layout can reduce costs, coupled with the decline in battery costs, and it has the ability to fight the best war.
Let's start with the conclusionIt has a certain impact on the third and fourth-tier new power car companies, and if they can't fight the war, they may have to sell their cars at a loss, but it is becoming more and more difficult to obtain financing. It is also a good time for consumers to buy gasoline cars, because it will definitely force the price of gasoline cars to drop. Especially Japanese cars.
Why?
Because the consumer group of oil vehicles and new energy vehicles are two different groupsConsumers who buy Sylphy Corolla are actually not obsessed with acceleration, power, and configuration, but pay more attention to the durability, fuel economy, stability, and economy of this car. Many consumers have no problem buying a Japanese car of 100,000 or 200,000 yuan to start a new year, and the reputation of these cars is slowly rising, in fact, this is a process of market verification.
The more typical is the Camry.
In the past, many netizens commented on the Camry: "The acceleration is soft and weak, the first is extremely strong, the interior is cheap, the space is average, the sound insulation is poor, and the paint is thin", but even in the past few years of rapid development of new energy vehicles, Camry has not lost sales of medium-sized cars of about 200,000 at the same level.
Camry entered the country in 93, BYD was established in 95, and Camry has entered the country longer than BYD's history. In 06, the sixth-generation Camry was localized, and it has continued until now, and its overall product cycle has not been interrupted.
After so many years, some people who have driven a Camry will have a perception that these cars seem to be mediocre in all aspects of acceleration performance and interior after they are bought. But after the New Year, other cars burned engine oil, engine oil leakage, cooling system leakage, electronic system failures and other small problems began to run to the car repair shop, but Camry has no problem at all, the car repair shop basically can't see this car, at this time, its advantage comes out——
The fuel-efficient, durable and easy to drive brought by the blessing of the three excellent parts, the chassis is solid and tough, and the stability is good, which brings consumers a good impression by relying on the advantage of time, and finally defeats the advantages of many cars in terms of initial configuration and performance.
In recent years, new energy vehicles have been beating oil vehicles in terms of intelligence and configuration, interior and appearanceHowever, it has not yet undergone a long process of market verification, so that consumers have a more comprehensive evaluation and trust in its quality, durability, battery life, safety, stability and many other aspects
Recently, after a series of word-of-mouth events of new energy vehicles, including the problem of endurance charging on snowy days and the dilemma of running high-speed, Hainan new energy can not get on the island, etc., the reputation of new energy vehicles is being affected, and the reputation of oil vehicles is pulling back a game.
The key to why Japanese cars can still sell in many cases when acceleration performance, interior appearance, configuration, etc. are not superior, is that the product has been verified for a long time, and everyone has expectations for its service life and quality, so you don't have to worry about all kinds of problemsThe establishment of this brand value and trust has a very large impact on consumers' car purchases, not only on configuration.
Domestic cars still need a long period of time to verify, and BYD's price reduction may impact the second, third and fourth line new forces
To put it simply, in doing a good job, it is not enough to use the configuration to hang and beat, and the comprehensive competitiveness in stability, durability, and quality itself is the key, which is exactly what domestic cars still need to improve.
If consumers buy your car, after driving it for seven or eight years, there is no problem at all, and the battery life is still the best, then at this time, the brand trust value of the car company will be higher, and the sustainable growth of sales will be possible.
BYD Qin's wave of price cuts, Japanese cars will be affected to a certain extent, but it may be more affected by domestic carsBecause of BYD's low-end product line, it can now directly penetrate almost all domestic oil mixing opponents with 70,000 **, limiting the opponent's ability to expand production capacity.
In additionIt is the same camp of domestic car brands that lack the process of market product verification, and there are dozens of new forces that have fallen at present, and many new forces have been cut off from financing or this yearThe top three Japanese cars are also supported by the global market when the Chinese market is halved, while other domestic cars are only in the Chinese market.
The war is beneficial to consumers, but from the perspective of car companies, it is likely to lead to the obstruction of the road to quality upgrading, car companies are calculating the cost and ** under this pressure, which may lead to the use of materials for auto parts, some parts can be saved, low cost and low quality, short-term volume is a good competitive strategy, but in the long run, everyone has no profit, and more car companies below the waist have been swept to death.
100,000 ** range, car companies do not make money, BYD is not one of the few exceptions, it from battery raw materials, three electric systems, vehicle design and manufacturing to battery ** and insurance services, and even interior materials, lubricants and other materials can be manufactured by themselves. Due to the large sales volume, some external procurement links such as ESP, airbags and other equipment can be obtained at a very low ** procurement.
Some industry insiders said: BYD's current production capacity and R&D investment status, Qin Xia probed to 5980,000 can guarantee a small profit. How else do other independent car companies play? As a result, we see Geely executives start to stand up and blast BYD for price cuts.
For many of the second and third-tier new forces that also take the cost-effective route and focus on the 100,000 200,000 range, many consumers will give up these new forces to transfer to BYD based on cost considerations.
BYD Qin is rushing to the first place in China's car sales list. The original top three were Sylphy Corolla Volkswagen LavidaIn order to protect the market, further price reductions may be inevitable, and for consumers who already value the stability of oil vehicles, this year may be a good time to buy oil cars.
Therefore,BYD Qin promotes the price reduction of Japanese cars, and the cost performance of Japanese cars is highlighted after the price reduction, the shuffle is going to be accelerated.
What we have to worry about is the sustainable competitiveness of our carsThe words of Geely executives are still worth thinking about: if the development of new energy vehicles is just a loss and a profit, most of the development of enterprises is not sustainable, and we must ask for the market with the best value and high experience.
And 7The 980,000 Qin 55km range is still an oil car in essence, and consumers will only rely more on oil in the face of such a range. Is it really a good phenomenon for consumers to buy cars that rely too much on oil and give up electricity?
But the market is cruel, this wave of BYD Qin killed to 7980,000, the impact of Japanese and domestic new forces, the blow of second-hand cars will be even greater, under the impact of this wave of butterfly effect, the real knockout is coming.
Author: Wang Xinxi, TMT Senior Commentator This article is rejected without permission** Author's WeChat***Hot micro comments.