Abstract: Entering 2024, the new energy vehicle market will start a war at the beginning, the new car-making forces will continue to stop production and enter the market, and the battle between new energy vehicles and fuel vehicles will escalate!
He Xiaopeng, Li Bin, Lei Jun, Wang Chuanfu, Li Xiang (from left to right) Figure Insiders of the Huaxia Alumni Association.
Looking back on 2023, it seems that no car company can stand alone in the battle of new energy vehicles, and major car companies continue to innovate and refresh the bottom price. Although the involution of domestic car companies throughout the year, they have also achieved a sales breakthrough of nearly 9.5 million units, and the data growth is indeed very encouraging.
Entering 2024, the new energy vehicle market will start a war at the beginning, the new car-making forces will continue to stop production and enter the market, and the battle between new energy vehicles and fuel vehicles will escalate! The fierce competition in the auto market will only increase, which is the consensus of the leaders of major car companies, and it is also the keynote of the new energy vehicle market in the future.
With the further iteration of products, the further upgrading of the market, and the continuous changes in users' consumption power, consumption habits, and consumption preferences, where should car companies go in the future?
The back waves of the Yangtze River push the front waves, and a new generation of people drives out the old people
On February 18, the first day of the resumption of work during the Spring Festival in the Year of the Dragon, it was a day of great joy, but there was a "thunderstorm" in the new energy vehicle market. According to **, Gaohe Automobile, a luxury intelligent pure electric brand under Human Horizons, announced that it will suspend production for 6 months from now on.
According to the news, Gaohe Automobile has issued a notice internally that the wages of employees before February 18 will be paid as usual; Employees who remained in Gaohe Automobile before March 15 will only be paid basic salary; After March 15, employees will only be paid their Shanghai basic salary.
As soon as the news came out, it was denied by Gaohe Automobile, saying that the above news was not true, but the company did encounter difficulties.
In the early years, he served as vice president of SAIC, general manager of Shanghai General Motors, deputy mayor of Shanghai Pudong New Area, etc., and also participated in the introduction of Tesla to build a factory in Shanghai.
Perhaps it is precisely because Ding Lei has introduced the Tesla project that the slogan of Gaohe Automobile is to create a "luxury intelligent pure electric brand" that belongs to China. Indeed, the first thing that people remember, in addition to the exaggerated styling of Gaohe Automobile, is its high pricing and high positioning.
It is understood that the highest price of Hiphix, the first model of Gaohe Automobile, once reached 800,000 yuan, and won the title of "the most expensive domestic car" at that time; The two models released later, although the ** has declined, the overall positioning is still high-end, and the lowest price is more than 300,000 yuan.
Unlike the previous PPT new forces that have fallen, Gaohe Automobile is indeed building cars in a down-to-earth manner, but the excessively high price and the expectation of the market are too good, so that Gaohe Automobile has not been able to accurately grasp consumer demand and market trends. It can also be seen from the recent comments of some car owners that the overall experience of Gaohe Automobile is still good, and no one expected it to fall so suddenly.
In addition, it is worth mentioning that, according to foreign media reports, a few days ago, Wrexford Industries, the landlord of Faraday Future's Los Angeles headquarters, filed a lawsuit against Faraday Future in the Los Angeles Superior Court, accusing it of arrears of rent and related maintenance fees and taxes in January and February this year, totaling more than $1 million. Not only in Los Angeles, Faraday Future was sued by its San Jose office landlord, BXP Realty, for rent repayment.
Since its establishment in 2014, Faraday Future has not yet achieved large-scale mass production, even if "Boss Jia" has three heads and six arms, it still has not solved the company's financial crisis, and factory construction and manufacturing are big problems.
Looking back on the growth history of the new car-making forces, it is not easy, even Wei Xiaoli, who is now infinitely beautiful, was "nine deaths and one life" in the early years. Moreover, even if the financial reports of the three companies are becoming more and more eye-catching and the cash flow is relatively sufficient, there are still problems such as the cost problem of NIO, the high expenditure of Xpeng, and the anxiety of ideal pure electric vehicles.
It is undeniable that compared with traditional car companies, the new forces of car manufacturing are indeed more flexible and novel than traditional car companies in terms of product definition and marketing model, but they do not have great advantages in manufacturing process, cost control, and chain management, lack of mature product matrix, and relatively single profit model, which is more dependent on sales.
Therefore, the cash flow risk of the new force is particularly large, and it needs a lot of funds to support R&D and production, as well as marketing and brand promotion.
Screenshot of Li Xiang, CEO of Li Auto, on Weibo.
On February 18, Li Xiang, CEO of Li Auto, said on social platforms that Apple is the product learner, Tesla is the business partner, Toyota is the manufacturing machine, Huawei is the organization, and Microsoft is the change model. At the current scale, the most important thing is to study well.
2024 is the eve of the future new energy vehicle market qualification competition for many new car manufacturers, and it is a crucial year for Gaohe Automobile.
In 2024, there will also be the entry of Xiaomi Auto, and it is reported that Xiaomi Auto is ready to lose money in the next 5 years.
A generation of newcomers for the old, the market is cruel, the competition is white-hot, and it is destined not to be so peaceful.
The start of construction is the finals, and the oil and electricity will start the first battle
Speaking of 2023, we have also witnessed a number of milestones in the Chinese automotive market.
China's automobile exports surpassed Japan's for the first time to become the world's first, which means that China's automobile manufacturing industry has gradually stimulated the market vitality after hard work, and China's independent automobile brands are using their own actions to get rid of the stereotypes of the past and gradually be recognized by the international market.
BYD Qin series models surpassed Nissan Sylphy to top the sales of China's A-class sedans. Over the past few years, the domestic A-class sedan market sales champion has been hovering in the hands of joint venture brands, and within this class range, few domestic models can break through the encirclement of joint venture models and enter the forefront of sales rankings. And it is in this most competitive market that BYD Qin grabbed the market by the mouth of a number of old joint venture hot cars, which also proved the comprehensive strength of a car and a brand.
At the beginning of the Spring Festival in 2024, BYD took the lead in firing the first shot in the A-class sedan market. BYD, which will play the slogan of "oil and electricity at the same price" in 2023, shouted the slogan of "electricity is lower than oil" this year. On February 19, BYD announced the launch of the Qin PLUS and Destroyer 05 Glory Edition, with prices as low as 7Starting from 980,000 yuan, the spearhead is aimed at the mainstream joint venture fuel models that have occupied this price range for a long time.
According to industry analysis, this is a new round of BYD's general attack on the fuel market, and it also indicates that new energy vehicles are accelerating the replacement of fuel vehicles.
In addition, BYD's Denza Auto also has good news, Denza D9 and N7 have started a new round of price cuts. DENZA N7 has launched a limited-time promotion, users can enjoy 2,000 yuan to 52,000 yuan (cash discount of 50,000 yuan) for successful invoicing from February 18 to February 25, and then add up to 20,000 yuan replacement subsidy (20,000 yuan for the original DENZA brand and 15,000 yuan for other brands), and the comprehensive discount can reach up to 70,000 yuan. From February 19th to February 25th, DENZA D9 successfully issued an invoice with a cash discount of RMB 25,000, and a replacement subsidy of up to RMB 20,000, with a comprehensive discount of up to RMB 45,000.
The battery network noticed that following the pace of BYD's price cuts, many domestic new energy brands have also begun to make efforts to "electricity is lower than oil".
On the same day, Changan Qiyuan announced a price reduction for the A05 model, with a starting price of 7890,000 yuan, while the previous guide price of this car was 8990,000 yuan; Many of Nezha Automobile's main models have been reduced in price, among them, Nezha X has been reduced in price by 220,000 yuan, the price of Nezha Aya is reduced by 8,000 yuan, and the price of Nezha S is reduced by 5,000 yuan; SAIC-GM-Wuling also joined the ** battle, and the price of the 150km advanced version of the Wuling Starlight plug-in hybrid model was increased from 10580,000 yuan was adjusted to 9980,000 yuan.
The next day (February 20), Geely Emgrand L HIP Longteng Edition was officially launched, with a total of two models, 100km Transcendence and 100KM Excellence, with a guide price of 898-9.980,000 yuan, compared with the previous 9The 880,000 old champion version of the model, the new Longteng version of the new increase and price reduction.
It is worth mentioning that seeing that many new energy vehicle companies are arrogant, Beijing Hyundai's new Elantra fuel model announced a price cut, with a minimum of 7580,000 yuan, and shouted the slogan that oil is "stronger" than electricity, and pointed the finger at the new energy vehicles that are intensively reducing prices.
In 2023, Tesla fired the first shot of the first battle, reducing the starting price of the Model 3 to 22The lowest price in history of 990,000 yuan caused a bloody storm in the industry, but it was this move that kept sales. At the beginning of the Spring Festival in 2024, BYD will take the lead in "flipping the table", and the question thrown to various car companies is whether to follow or not, if you don't follow, you will inevitably lose the market, and if you follow, you will bleed.
Wang Chuanfu, chairman and president of BYD, pictured Shenzhen Special Zone Daily reporter Lai Li.
On February 18, Wang Chuanfu, chairman and president of BYD, said at the Guangdong Provincial High-quality Development Conference 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 will only run faster and faster.
Wang Chuanfu also pointed out that since 2020, the penetration rate of new energy vehicles in China has continued to double, reaching 35% last year, exceeding 40% in a single month at the end of the year, and is expected to exceed 50% in a single month this year.
At present, the market battle for new energy vehicles and fuel vehicles is becoming more and more hot, and the overall wait-and-see down, compared with the continuous decline in the cost of new energy vehicle batteries and manufacturing costs, after last year's cruel war, in fact, there is not much room for price reduction of joint venture fuel vehicles.
On February 19, Cui Dongshu, secretary general of the passenger association, said that with the rapid increase in the penetration rate of new energy vehicles, the scale of the traditional fuel vehicle market has gradually shrunk, and the contradiction between the huge traditional production capacity and the gradually shrinking fuel vehicle market has brought a more fierce battle. 2024 is a critical year for new energy vehicle companies to gain a firm foothold, and the competition is destined to be very fierce.
Cui Dongshu believes that the fundamental reason for the recent passenger car market war is the replacement of old technology with new technologies, the replacement process of new energy vehicles for fuel vehicles, and in the process of establishing a new market order, the competition between new and old manufacturers is fierce, and it is expected that this process will last for several years until a new pattern is formed. Scale determines the cost and the survival status of the enterprise, and most manufacturers give priority to ensuring their share, which will inevitably lead to the further intensification of competition.
In the early years, even if they were no longer interested in cars, most people were able to recognize popular models such as BBA, and even had a certain estimate of the ** of certain models. However, in the era of new energy vehicles, the dazzling sub-brands make users more and more big, coupled with the ever-changing configuration upgrades, it is difficult for users to clearly give a ** expectation, and as a car company, it is also in a state of testing, communication and adjustment with users, which is why some brands are overpriced and have no sales, and once the sales volume is decentralized, the reason why sales will skyrocket.
Entering 2024, how will new energy vehicles be priced? Or, how can we maximize the high added value? It is worth pondering in the industry!
Conclusion
Looking back on the development history of Gaohe Automobile, no one can deny that it was once amazing, nor can we turn a blind eye to it, but in the era of involution, sales determine life, with the accelerated reshuffle of China's new energy vehicle market, having strong asset strength is undoubtedly a necessary condition to win the knockout round.
China's new energy vehicle industry in the past two years under the height of the involution has been in a leading position in the world, in the future in addition to the upgrading of its own mechanical quality, the big technological progress is mainly in two directions, one is the power battery, the other is intelligent driving.
Looking ahead, EVTark expects global NEV sales to reach 1,830 in 202400,000 units, of which, China's new energy vehicle sales will reach 118000,000 units, and the global sales of new energy vehicles will reach 4,700 in 203000,000 units.
The market is constantly changing, the technology is constantly iterating, and the user attributes of consumers are becoming more and more new.
In 2024, what kind of trend will China's new energy vehicle market set off? Let's wait and see!