If you use one word to describe the domestic auto market in 2023, it must be a volume, driven by domestic brands, it has been rolled up to joint venture brands, and even some second-tier and first-tier luxury brands have also been affected to a certain extent. After 2024, the domestic auto market will continue to roll, and the volume of model products is also in the industry chain.
This year there may be a first-class battle like last year, and there are new energy vehicles and fuel vehicles, and there is a high probability that they will be staged again. In short, the tone of the auto market this year, every brand has no reason not to roll. However, the premise of rolling up the market is to rely on new products that meet the needs of consumers.
So, in 2024, whose blockbuster model of a domestic brand will win the recognition of the market more?
Last year's automobile market, why there was a first-class war, the reason was the first-class war launched by new energy at the beginning of the year, and then a total of three waves of the automobile market were formed. As a result, some new energy brands have completed the annual sales target, such as Li Auto and BYD, etc., which can complete the annual sales target, and it is not excluded that there will be a first-class bonus.
If we look at the brands that have announced their sales targets, Chery Automobile will have 4 million units for the year, Changan Automobile will have 2.4 million units, Geely Automobile will have 1.9 million units, Great Wall Motor will have 1.9 million units, and BYD estimates 4.5 million to 5 million units. It is estimated that the total sales volume to be completed by the five car companies this year is 15.2 million new cars, what is the concept of this number?
In 2023, the total sales volume of the domestic automobile market is 300940,000 units; The above five companies, this year's goal is to directly digest half of the sales of the entire domestic auto market last year.
It is conceivable that this year's auto market will be more volatile.
Referring to the fierce competition in the market, combined with the subheadings, this year's domestic auto market will revolve around cost reduction and price reduction. Powerful companies will cover more market segments and first-class ranges this year to fill in the details.
Domestic brands, including BYD and Geely, already have plans for new cars this year, or have new models on sale. Speaking of a similar point, most of this year's new car planning has been biased towards new energy products, including pure electric and plug-in hybrid, and the coverage of market segments is gradually strengthening, and the downward trend is very obvious.
Let's talk about Geely first, there are many types of new cars under the group, including Smart's new model, which should be an MPV; ZEEKR CX1E, positioned as a mid-size SUV; Lynk & Co 07 EM-P, a new plug-in hybrid sedan; The Geely Galaxy E8 has been launched, equipped with 800V, 200,000-level sedan products, etc.
The key model of Lynk & Co should be the plug-in hybrid car of Lynk & Co 07 EM-P, which is also a sports-oriented sedan product, and if you guess the price with reference to the positioning of ZEEKR 007, it should be the same level or even cheaper pricing; The power of the new car and the Lynk & Co 08 EM-P is the same, which means that the maximum power of the top configuration is 436kW, so the 000 acceleration is very likely to be in 3About 6 seconds. It will be the most interesting one among the plug-in hybrid cars at the level of 200,000 yuan, and it should be the best product of intelligence + performance + design.
In addition, the blockbuster models of ZEEKR, such as ZEEKR's new SUV products, will carry the sales banner in the SUV segment in the future, and the sedan has ZEEKR 007 to top; In terms of Geely brand, the new energy car sector has Galaxy E8, and the product power is also good, with a 200,000-yuan 800V car. There are a lot to see, and some are looking forward to it.
Let's talk about BYD, which has the highest sales target this year, this year it will use the fifth-generation DM technology, and the new cars launched this year will also use this technology. BYD and its brands have a lot of new car plans, including BYD Qin L, BYD Yuan UP, and BYD Hiace 07 EV; DENZA's new sedan; Equation Leopard Leopard 3, Equation Leopard Leopard 8; Pickup truck model as well as looking up U7. We can pick out the key points from the many planning products, which car is to be used for volume?
BYD Qin L and Yuan UP, as well as Equation Leopard Leopard 3.
Let's take a look at BYD's L series, which has been launched last year, and the product positioning is a high-spec version of BYD's single model, after experiencing BYD Song L, we can clearly feel that the L series of products have a significant gap from the ordinary version from workmanship to design language. However, ** is still relatively controlled at the level of 200,000 yuan.
And Qin L's positioning and the route he wants to take are the same as Song L's, and he gets good high-quality products with a slightly lower **, including the new DM 50 technology.
Then there are two SUVs, the Yuan UP and the Leopard 3, which are positioned in the A0 and A-class respectively. From the positioning, it can be seen that the intention of the two products is to grab sales in their respective market segments, which may cover the pure electric SUV market of 8-100,000 yuan and 25-300,000 yuan, corresponding to urban and off-road conditions. BYD's volume models, visual inspection this year has 3 more.
After that, Chery Automobile and Changan Automobile planned 15 and 8 new products respectively.
In terms of Chery, in the Tiggo series, the Tiggo 9 annual facelift, the all-new Tiggo 8 and the Tiggo 7 annual facelift will be launched; The Arrizo series has two annual facelifts; The Discovery series launched the Discovery 06 facelift and the Discovery 06 official facelift; The Fengyun series is available in a variety of models, including the hybrid family sedan A8, the hybrid T9 SUV, the hybrid flagship SUV T10, the hybrid 7-seater SUV T8, and the hybrid T6.
The focus falls on the Fengyun series, and the other products are all annual facelifts. From the T6 compact SUV to the flagship SUV product of the T10, it is obvious that it will focus on the family SUV market, and the counterpart is the ideal, AITO Wenjie and other products, but it may not be very radical in terms of intelligence, but the advantage is that it has a set of excellent hybrid technology, as well as a good enough cost-effective advantage. However, it should be noted that the family SUV market has been "spoiled", especially at the level of intelligent cockpit in the car.
Changan Automobile's key intelligent products, including Alta's E15 E16 sedan products, are relatively close to the people, about 200,000 yuan. It should inherit the brand's intelligent configuration, whether it is the cockpit or intelligent driving, it will give a good configuration, which is also the core selling point of the two products, especially in 2024 L3 may land in the year, hold the intelligence + cost performance, and it should not be a problem to gain market share.
In addition, there is a C857 product, which is a compact SUV, which is positioned lower than the previously launched dark blue S7, and it is also a product that takes the people-friendly route, which is expected to be 100,000 yuan.
Great Wall Group's plan is to replace Haval's blockbuster product H9, which will have Hi4-T hybrid products, and it has also begun to have a tendency to become new energy; Tank brands include the Tank 300 Hi4-T, the Tank 700 production version, and the Tank 800 (estimated to cost millions); WEY brand's full-size hybrid SUV is benchmarked against the Ideal L9, and a new sedan product has two powertrains: pure electric and plug-in hybrid. I feel that Great Wall Motors did not have too much idea of downward precipitation, but continued to take the route of high lifting.
Regarding this year's automobile consumer market, it may still revolve around the cost performance, in the case of equal product strength, the most advantageous products, will gain more market share. This is also the reason why domestic brands have begun to pile up at the level of about 200,000 and 100,000 yuan to start launching products.
Among the products of about 100,000 yuan, the new models mentioned above, BYD's Yuan UP may be a popular product in this market segment. This may squeeze a part of the market for fuel vehicles of the same level, which can be close to the best and give full play to the advantages of extremely low cost of using vehicles.
The second is AVATAR's two sedan products of about 200,000 yuan, according to the tonality of the AVATR brand, lidar and intelligent driving assistance functions are likely to be on the car, with the current stage of lidar's first exploration, quickly seize the intelligent driving coverage of the low ** area is a very good choice for this brand. If it is suitable and has a good level of intelligence, it may be able to steal the sales of Model 3.
At the same level, Geely's Galaxy E8 also began to make efforts in the 200,000-yuan sedan market, but its focus is not intelligence, but higher cost performance to seize the market.
Later, regarding the tank series of the Great Wall Group, after the tank 300 is added to the Hi4-T system, it will be a small hit if it can continue to reap the dividends of a wave of fuel vehicles (hybrids); The biggest expectation should actually be the first sedan product of the Wei brand, as well as the SUV product that benchmarks the ideal L9, whether it can keep up with the progress at the intelligent level is worth looking forward to. This is also worth looking forward to Chery Fengyun's T series products, which are also SUVs.
Finally, the sales of new energy vehicles will increase by 2.6 million in 2023, and it is expected to increase by about 2 million in 2024. In fact, from the beginning of 2023, the new energy market has begun to enter the "knockout competition", and this year will be more intense, so the underlying logic is that if there is sales, you will have the ability to stay in the market and continue to compete, and the sales volume will depend on the right ** in exchange.
To put it bluntly, whoever has the most ability to reduce costs will be able to get the initiative in the auto market this year.