On February 21, Hong Kong auto concept stocks collectively soared, as of press time, Li Auto-W (02015HK) rose 47%, Great Wall Motor (02333.).HK) rose 427%, BYD shares (01211.HK) rose 28%, Xpeng Motors-W (09868.).hk）、
Geely Automobile (00175.)HK) rose more than 2%.
Judging from the news, after the Lunar New Year, the chairmen and CEOs of many car companies such as Xiaopeng and Geely sounded the clarion call of "fighting determination" on the occasion of the start of the New Year!
These leaders have expressed that they are ready to meet the challenges and prepare for the most intense year, and have clarified the development direction and focus of their respective enterprises in the new year. Through the planning of R&D investment and the sales targets set by each company, it shows the firm determination and confidence of the management, and injects a strong booster into the auto market.
The "sea of blood" competition kicked off
Just after the Spring Festival, the "smell of gunpowder" in the car market is already very strong!
On February 19, BYD took the lead in firing the first shot of the post-holiday "** war" and announced the launch of the Qin Plus Glory Edition model of its Dynasty Network. Among them, the starting price of the DM-i model has been reduced to 7.0%.980,000 yuan, and 100,000 yuan for EV models.
BYD said that the core goal of the two models is to bring plug-in hybrid models into the "7-digit" era, further accelerate the "gasoline-electric substitution" effect of plug-in hybrid models, and comprehensively impact the A-class family car market.
In the face of BYD, which directly "lifted the table", other competitors also quickly responded to the battle. Zhou Yu, deputy general manager of SAIC-GM-Wuling Brand Division, said directly on social platforms: "One word, with! The poster shows that the glory of the Wuling Starlight 150 Advanced Edition has dropped to 9980,000 yuan, than 10The manufacturer's guide price of 580,000 yuan is 6,000 yuan lower.
Subsequently, Changan Qiyuan also immediately followed up, Changan Qiyuan Q05, A05 two models, ** are 7From 390,000 yuan. In addition, Nezha Automobile also announced that the Nezha X, Nezha AYA, and Nezha S series were reduced by 2 respectively20,000 yuan, 8,000 yuan, 5,000 yuan.
In addition to domestic brands, joint venture brands can't sit still and have joined the battle. SAIC-GM's Buick brand announced that its Buick LaCrosse, Valeant Pro, and Envision Plus will offer 3 limited-time discounts respectively50,000 yuan, 550,000 yuan and 650,000 yuan. Beijing Hyundai also showed that the lowest starting price of the Elantra model is 7580,000 yuan.
The market analysis report pointed out that during 2024, the phenomenon of "* war" will continue, especially the dominant price reduction trend in the field of new energy vehicles will not weaken to a large extent. Cui Dongshu, secretary general of the passenger association, said that the phenomenon of the intensification of the "first-class war" in the auto market revealed that new technologies replace old technologies and new energy vehicles are accelerating the replacement of traditional fuel vehicles.
Many car companies have made a "killer move".
In the face of the "big chaos in the auto market" in 2024, Xpeng, Geely and other companies announced their battle plans for the new year in their New Year's start letters, expressing their determination to "win".
He Xiaopeng said in the letter that this year is the first year for Chinese auto brands to enter the "sea of blood" competition, and hopes to build Xiaopeng Motors into an all-rounder without shortcomings in the new year, reversing the previous state of Xiaopeng's "falling behind".
Geely Automobile Group CEO Gan Jiayue also said bluntly2024 will be the "most volume" year. Next, all Geely people should anchor the "five firmness": firmly implement the implementation of the "Two Blue Geely Actions" strategy, firmly promote the implementation of the achievements of "Smart Geely 2025", firmly practice the concept of "building smart boutique cars for everyone", firmly become long-termists, and firmly build high-value cars for users.
In order to fight this tough battle,In terms of products, He Xiaopeng said that it plans to plan 30 new cars or facelifted models in the next three years. In 2024, Xpeng Motors will release the first car of the platform on both the 300,000+ and 150,000 platforms, complementing the two important cornerstones of Xpeng's layout at the 100,000-400,000 level. This means that Xpeng Motors' models will become more abundant and further improve the product matrix.
In addition to products, marketing capabilities are the "shortcomings" that Xpeng has long criticized. In the new year, He Xiaopeng said that he would invest more than 10 times the cost of marketing and publicity.
In terms of R&D investment, He Xiaopeng said that Xiaopeng Motors willInvest more manpower in 2024 (about 4,000 people hired) and invest more than 40% of the R&D budget year-on-year; A total of 3.5 billion yuan has been invested in R&D in "AI technology with intelligent driving as the core".
The killer feature of the Geely brand is to continue to "roll" high-tech. In 2024, Geely's high-end new energy technology will be applied to Lynk & Co and Geely Galaxy products at an accelerated pace, and the new generation of CTB platform, as well as a complete set of high-end three-electric technologies such as "11-in-1 intelligent electric drive, self-developed new formula battery, and wireless BMS" brought by this platform, will be applied to mainstream products for the first time in the industry.
In terms of products, Geely is preparing to launch 3 new energy products this year, and Geely Galaxy will build a new energy intelligent boutique car with a value of 10-200,000 yuan. At the same time, Geely will also make efforts in AI, and in January this year, Geely has released the "Xingrui AI model".
Observing the planning of the above-mentioned car companies, it can be seen that they have made full preparations for the fierce competition in the auto market, and have devoted themselves to market competition and began to fight with real guns.
In addition, judging from the sales targets set by each company, automakers are also full of confidence in achieving sales growth in 2024.
According to the plan, in 2024, Xpeng Motors has a sales target of 280,000 units, doubling from 2023. Zhiji Auto's sales target is 120,000 units, a year-on-year increase of 213%.Li Auto's sales target is 800,000 units, a year-on-year increase of 1128%；The sales target of Leapmotor is 300,000-400,000 units, a year-on-year increase of 108%-178%.
Not only the new car manufacturers, but also the sales expectations of traditional car companies are not low. Geely Group's sales target is 1.9 million units, up 12. year-on-year7%；GAC Group and Changan Automobile have set targets for sales growth of about 10%.Chery Group has set a target of 10-20 percentage points higher than the industry in terms of sales growth.
There is no doubt that the current transformation of the automobile industry has entered the deep water area, the electrification transformation continues to drive in the fast lane, the intelligent transformation has begun to shift gears and speed up, and the development of new energy vehicles is running faster and faster.
For car companies, this year will also be a critical year for whether they can gain a firm foothold. As Zhang Yongwei, vice chairman and secretary general of the China Electric Vehicle 100 Association, said that in the past, it was still possible to achieve development by taking tricks and eating some ingenuity, but it would be difficult to mix in the new energy automobile industry without real effort in the future.
Author: Bottle.