Challenges and Opportunities: Analysis of the "Volume" Phenomenon in the Automotive Market in 2023.
Introduction: In 2023, the word "volume" in the auto market will sweep like a surging spring breeze. Behind this word, there are the dual pressures and opportunities of sluggish consumption and war. This article will analyze this phenomenon in depth, and reveal the business wisdom and market changes through the analysis of several new energy models in the first war, in order to present readers with a real and comprehensive picture of the automobile market.
First, the overall trend of the automobile market:
The word "volume" embodies the main theme of the auto market in 2023 and tells the current situation of sluggish consumption. In this context, various car companies have ushered in unprecedented challenges, and the desire to buy cars has fallen into a freezing point. However, from the challenges, there are also opportunities. In order to leave their chips at the fiercely competitive table, major car companies have played the cards of "volume configuration, volume technology, and volume design". And the most exciting thing in the market is the hole card of "volume **".
Second, the impact of the war:
In the context of sluggish consumption, the first war has become a lifesaver for major car companies. At the beginning of the new year, the domestic Tesla attacked at the lowest price in history, with a maximum drop of 48,000 yuan, which caused heated discussions in the market. Citroen C6 successfully won attention with 120,000 yuan and overthrew the dominoes of the ** battle. This phenomenon shows that the first battle has become the only way for brands to gain a foothold in the market.
In this ** battle, there are not only successful cases of domestic Tesla and Citroen C6, but also other models that have performed well in the process of "volume **". For example, the Leap C11 extends the range to only 14The starting price of 980,000 yuan has successfully attracted market attention, and the monthly sales volume has exceeded 10,000 yuan. With its similar size and further chassis and intelligent cockpit, this model successfully challenged similar competitors and achieved a breakthrough in sales for the Leapmotor brand. Similarly, Xpeng G6 has also adopted a strategy of high allocation and low price, and further improved the cost performance through the New Year limited-time offer, and has achieved a considerable market share.
3. Breakthrough of new energy vehicles:
Behind the first battle, new energy models have achieved a breakthrough in sales through low prices. The Leapmotor C11 Range Extender is one of the best of them, with a starting price of just $14980,000 yuan, with a similar size and a further chassis and intelligent cockpit, it successfully challenged similar competing products, and the monthly sales volume exceeded 10,000. With its comprehensive range of more than 1,000km and spacious and comfortable five-seat design, the C11 extended range has become an ideal new energy SUV choice. Similarly, Xpeng G6 has also adopted a strategy of high allocation and low price, and further improved the cost performance through the New Year limited-time offer, and has achieved a considerable market share.
Among the new energy models, Volkswagen ID3. Through the price reduction strategy, it ranked first in the sales list of joint venture new energy, showing the actual effect of the first adjustment. Solid basic functions, first-class driving experience, ID3 It performs well in its class, but according to the pricing system of the fuel era, the brand premium almost no longer exists. Hence the id3. At the beginning of 23, the price reduction mode was opened, and the guide price of more than 160,000 cars was stabilized within 130,000 yuan, which successfully attracted a group of consumers, and the monthly sales volume exceeded 10,000 yuan. This strategy highlights the urgency of repricing joint venture brands in the new energy sector.
Fourth, the transformation of M7:
Among the new energy models, the M7 has successfully achieved a leap in sales through the "combination of product upgrades" and price reductions. Added a 5-seat version, Huawei ADS20 high-end intelligent driving system, and HarmonyOS 4A series of optimizations such as the intelligent car machine on the car with 0 make the M7 the "first echelon" of intelligent driving. What's more, the price of the M7 has been significantly reduced, and the starting price has dropped to 24980,000 yuan, the top allocation is only 32980,000 yuan, which has greatly improved the cost performance and has become one of the must-see models for Huawei mobile phone users.
5. Comparison between Zhiji LS6 and Xpeng G6:
The Zhiji LS6 and Xpeng G6 are pure electric mid-to-large SUVs, forming a fierce competition in the market. Zhiji LS6 with a guide price of 2299-29.The value-for-money pricing of 190,000 yuan and a number of welfare policies have successfully attracted many consumers. In contrast, Xpeng G6 has further improved the cost performance with its unique high-configuration and low-price route, especially driven by the limited-time discount for the New Year. Consumers' choice between the two often depends on their different needs for space and smart configuration.
The competition between the Zhiji LS6 and the Xpeng G6 also highlights the development trend of diversification in the new energy vehicle market. In addition to paying attention to the cruising range and charging convenience, consumers' demand for intelligent driving and space comfort is also becoming increasingly prominent. Therefore, manufacturers need to meet the diverse needs of consumers more comprehensively and accurately in product development and pricing strategies.
6. Highlights of ZEEKR 007:
At the end of 2023, ZEEKR will attack with the pure electric sedan ZEEKR 007. Its rear-wheel drive version has a pure electric range of up to 870km, and the four-wheel drive performance version can accelerate to 100 km/h with a maximum acceleration of only 2In 84 seconds, the smart driving version is equipped with dual NVIDIA Orin-X chips and lidar. In addition to the luxurious hardware configuration, the ** range of ZEEKR 007 is even more eye-catching, 2099-29.The low price range of 990,000 yuan makes this model a cost-effective "hexagonal warrior". The exterior design of ZEEKR 007 integrates the new family design, which is simple without losing texture, and the interior is also simple, continuing the design style of the ZEEKR brand. This new masterpiece has set off a wave of enthusiasm in the market, especially for consumers who are looking for value for money, 22The rear-wheel drive intelligent driving version of 990,000 yuan is considered to be a "value-for-money choice" with comprehensive configuration.
7. Challenges and opportunities coexist
In the wave of the word "volume" in the automobile market, the first war has become a common strategy to deal with the downturn in consumption. Six new energy models, respectively through low price, high configuration low price, price reduction and other different ways, stood out in the first battle and became the leader in the new energy new car in 23 years. This shows that the first war brings not only the increase in sales, but also the intensification of market competition, and the differentiated competition between new energy vehicle brands will continue to be performed in the future. Challenges and opportunities alike, and this is where the suspense lies in the future development of the automotive market.
In the future, with the continuous development of new energy vehicle technology and the gradual maturity of market demand, the automobile market will face more opportunities and challenges. New energy vehicles will compete more fiercely in terms of mileage, intelligence, and comfort, and manufacturers need to continue to innovate to meet the evolving needs of consumers. At the same time, the guidance of policies and market competition will also promote the development of the entire automotive industry in a more sustainable and intelligent direction. In this era of uncertainties, whoever can better seize the opportunities and meet the challenges will be able to occupy a place at the pinnacle of the automotive market.