With the arrival of 2024, the new power auto companies seem to be facing difficulties in terms of sales. In stark contrast to the previous sales boom, at the beginning of the new year, the sales of various car companies have declined, and none of them have been able to break the weekly sales mark of 10,000 units. What is the reason for this?
The inertial impact of the annual sales strategy
At the end of the year, car companies usually take various measures to stimulate consumer purchases. These campaigns did boost sales in the short term, but they also led to a wait-and-see attitude among consumers in January, expecting further incentives. Unlike peak consumption periods such as festivals and holidays, January is often the off-season of the year. After the concentrated release of consumer car purchase at the end of the year, the market has naturally adjusted.
Adjustment of the local consumption voucher policy
Many places** adjusted or ended some car purchase coupons or subsidy policies at the beginning of the year. This led to a reduction in preferential policies for consumers to take into account in their car purchase decisions in January, which affected the motivation to buy a car.
At the same time, the ability of car companies to respond to policy changes is limited, and the new car purchase policy has not been able to match the changes in the preferential measures in a timely manner, resulting in consumers having doubts about car purchase decisions.
Consumers are in a wait-and-see mood
From the perspective of consumers, in the face of economic pressures such as oil prices** and increased insurance costs, consumers are more cautious in their car purchase decisions. In addition, the assessment of personal financial situation also affects consumers' willingness to buy a car.
And for new car companies, consumers' awareness and trust in their products have not yet reached the level of traditional car companies. As a result, consumers are more inclined to choose products from traditional car companies with high market awareness when buying cars.
Competitor influence
Traditional car companies are also accelerating their layout in the field of new energy vehicles, launching a series of competitive products and marketing strategies. This makes new car companies face greater pressure in the market competition.
At the same time, traditional car companies have advantages in brand recognition, channel coverage and after-sales service. Consumers may be more inclined to choose familiar brands when buying a car, which affects the sales of new car companies to a certain extent.
Looking back at historical data, we can see that January tends to be the off-season for car sales. Although the new energy vehicle market has shown a rapid growth trend in recent years, sales in January did not show a significant increase. This shows that the dilemma faced by the new car companies is not an isolated case, but a challenge faced by the entire market.
In the face of the current market challenges, new power automakers need to flexibly respond to various factors and formulate effective sales strategies. At the same time, strengthening product research and development and enhancing brand influence are also key. Although sales are currently sluggish, as long as they seize the opportunity of market changes, new power car companies are still likely to make breakthroughs in the new energy vehicle market.