Financial reporter Wang Beibei.
My budget is about 80,000, and I originally planned to buy a fuel car, and the BYD Qin plus Glory Edition only costs 7980,000, 20,000 cheaper than the previous champion version, I decided, just buy BYD! On the morning of the 21st, Mr. Zhang, who lives in the north district of the city, said that he contacted BYD Sales who he knew before for the first time, "and it was considered to have grabbed a car."
On February 19, BYD fired the first shot of the first battle after the year. The all-new Qin plus and destroyer 05 glory version were officially announced, with a starting price as low as 7980,000. In two days, BYD's sales were booming. Following BYD, many car companies chose to "cut prices" to meet the challenge. Wuling, Changan Automobile, Nezha Automobile, Beijing Hyundai, SAIC-GM and other car companies have announced large price cuts for many models.
On the one hand, new energy vehicles have entered the hinterland of the fuel vehicle market to grab share; On the other hand, new energy vehicles have also entered a stage of great scuffle, and the industry reshuffle is accelerating.
Electricity is lower than oil"! Hammer Japanese cars? "In the past two days, I have consulted a lot, and I have added WeChat before, and the customers who have never been contacted have taken the initiative to contact me, all for the price reduction. A BYD salesperson told reporters that the officially launched Qin PLUS Glory Edition model, the DM-i model launched a total of 5 configurations, and the price range is 7980,000-12580,000 yuan, the EV version of the model is also available in five configurations, with a price range of 10980,000-13980,000 yuan. "In addition, the insurance landing is only more than 80,000 points, which is even cheaper than fuel vehicles, of course, it is very popular, and now you have to queue up to book. ”
It is worth mentioning that BYD indicated in the promotional poster that it has achieved "electricity is lower than oil", and does not hide its ambition to attack the fuel vehicle market.
A user of a traditional car company said that BYD shouted a price of more than 70,000 yuan, and for the fuel vehicle market, the first to be affected was the joint venture A-class sedan in the range of 70,000-100,000 yuan, especially Japanese cars, such as Nissan Sylphy. With the advantage of reducing from 100,000 to 80,000, Sylphy's sales have increased significantly since last year, and now Nissan's total sales in China have accounted for half of the country. With BYD's entry, its sales may be hit the most. In addition, Buick Yinglang, Volkswagen Lavida Xinrui, etc., used to be very cost-effective with the halo of joint ventures, but compared with the new Qin Plus, which is less than 80,000 yuan, the cost-effective advantage of joint venture cars no longer exists.
According to BYD salespeople, in terms of core configuration, BYD Qin PLUS DM-i Champion Edition is equipped with 15L hybrid engine, 000 acceleration 79 seconds, pure electric range of 55km, feed fuel consumption of 46l/100km。Compared with Corolla, Sylphy and other joint venture fuel vehicles of the same level, Qin PLUS DM-i has obvious advantages in terms of power, fuel consumption, and riding space. In addition, compared with fuel vehicles at the same price, new energy vehicles are crushed by the cost of purchase and use without suspense.
Some industry insiders believe that BYD's choice to reduce prices is related to the sales target it has set for itself. In 2024, according to official estimates, BYD will sell 4.5 million to 5 million vehicles, which is at least 50% higher than last year's sales target. The continuous decline in power battery raw materials has brought a lot of confidence to BYD's price reduction. In 2022, the ** of lithium carbonate, the raw material of power batteries, will be 600,000 yuan per ton, and in 2024, this ** will drop to 90,000 yuan.
In order to achieve the goal, price reduction is the best way to increase volume. Consumers in this range are the most sensitive consumers, and to get enough sales, they need to be sincere. The industry insider said.
Oil" and "electricity" are mixed, and other car companies have responded to the battle! BYD's price reduction has not only affected fuel vehicles, but also accelerated the involution of new energy vehicle brands. With BYD's official announcement, immediately afterward, Wuling Starlight Plus, which is its benchmark, also announced at noon on the same day that the 150km advanced version of the model ** from the previous 10580,000 yuan to 9980,000 yuan, which is basically the same as the BYD destroyer 05 120km version**. Zhou Yu, deputy general manager of SAIC-GM-Wuling Brand Division, said in social **: "One word, with! ", revealing Wuling's determination to accept the recruitment.
Subsequently, Changan Qiyuan Q05 and A05 also announced follow-up price cuts, and the starting prices were lowered to 7390,000 yuan; Nezha Automobile announced a number of price reductions for all main models, among them, Nezha X has a maximum price reduction of 22,000 yuan, Nezha Aya has a price reduction of 8,000 yuan, and Nezha S has a price reduction of 5,000 ......yuan
It is worth mentioning that the fuel vehicle brand did not sit still, but chose to reduce the price and fight back. Beijing Hyundai shouted the slogan "oil is stronger than electricity", and seemed to intend to shout BYD. Beijing Hyundai announced on February 19 that the price of its A-class sedan Elantra model has been officially reduced, with a minimum of 7From 580,000 yuan. It is reported that the guide price of the Beijing Hyundai Elantra model on sale was originally 9980,000 yuan—14980,000 yuan, the official announcement is 7Starting from 580,000 yuan, it is equivalent to a price reduction of 240,000 yuan!
In addition, SAIC-GM's Buick brand announced that it will reduce prices or subsidize some models from February 19 to 29. Among them, Buick LaCrosse, Valeant Pro, and Envision Plus provide 350,000, 550,000, 650,000 yuan bicycle discount and replacement subsidy.
Has an inflection point arrived? Is the automotive industry going to change? Before playing "oil and electricity at the same price", and now shouting the slogan of "electricity is lower than oil", it is obvious that BYD takes the lead in killing crazy rhythm, indicating the beginning of a new round of car market reshuffle.
Cui Dongshu, Secretary-General of the Passenger Association, said that 2024 is a critical year for new energy vehicle companies to gain a firm foothold, and the competition is destined to be very fierce. He believes that the scale determines the cost and the survival of the enterprise, and most manufacturers give priority to ensuring the share, which will inevitably lead to the further intensification of competition.
In this regard, BYD said that on the surface, it is the best battle of products, but it is actually the system war of the whole industry chain. The Honor Edition achieves that the DM plug-in hybrid is lower than that of fuel vehicles, which has become a watershed in the development of fuel vehicles and electric vehicles.
Has the inflection point of the auto market arrived? Just past 2023, Tesla has historically surpassed gasoline vehicles, and its Model Y has become the world's best-selling model, and it is the first electric car to surpass Toyota Corolla.
Industry insiders generally believe that with the rapid increase in the penetration rate of new energy vehicles, the scale of the traditional fuel vehicle market is gradually shrinking, and the contradiction between the huge traditional production capacity and the shrinking fuel vehicle market has brought a more fierce war. According to data from the China Association of Science and Technology, the penetration rate of new energy vehicles will reach 31 in 20236%。Industry associations believe that the production and sales of China's automobile industry will achieve stable growth in 2024, and new energy vehicles will continue to maintain a good development trend. In the future, the penetration rate of new energy vehicles will continue to increase.
BYD took the lead in cutting prices, after all, it has confidence. However, it remains to be seen whether many new forces can continue to cut prices in order to maintain their share. A new round of "knockout" in the automotive industry seems to have quietly begun, and niche brands that can't afford to fight the best battle will face the risk of going out. Gaohe Automobile is proof of this.
Is the automotive industry going to change? And maybe that's just the beginning.