As an old car company, the limelight of JAC New Energy has been completely stolen by new power automobiles.
According to the data, the cumulative sales of JAC in 2023 will be 592499, of which the cumulative sales of pure electric vehicles in 2023 will be 185931, a year-on-year decrease of 371%。
At present, we are in an important period of transformation. In 2023, China's new energy vehicles will maintain rapid growth, and the market share of new energy vehicles will reach 316%。With the continuous increase of the potential energy of the new energy market, the deepening of technology and the continuous improvement of consumer acceptance, new energy intelligent networked vehicles have also ushered in greater development. And JAC New Energy is obviously on the verge of elimination.
JAC new energy vehicles can be described as "the peak of debut". According to the data of the Passenger Association, in 2012, the sales of domestic electric vehicles were 8,500, and JAC alone sold 1,422 vehicles, accounting for nearly 17% of the market.
However, with the intensification of market competition and changes in the automotive industry, JAC is also facing the challenge of new energy transformation. In the face of difficulties, JAC began to try to cooperate with high-quality enterprises, so as to occupy a place in the new energy track.
In April 2016, JAC and NIO signed a strategic cooperation framework agreement confirming JAC's plan to produce 50,000 units in the first phase. This decision has opened up a new situation for the transformation of JAC. Located in the Hefei Economic Development Zone, the JAC NIO advanced manufacturing base started construction in October 2016, and the delivery volume directly exceeded 10,000 in the year of operation.
With the deepening of cooperation, the relationship between JAC and NIO has become closer. In December 2017, JAC and NIO signed a Strategic Cooperation Framework Agreement, in which the two parties agreed to carry out comprehensive cooperation in the field of new energy vehicles. The signing of this agreement marks that the cooperation between the two parties has been upgraded from a simple OEM relationship to a comprehensive strategic partnership. This also brings huge commercial value and social benefits to both parties.
However, with the intensification of competition in the new energy vehicle track and changes in the policy environment, the cooperation between JAC and NIO also faces some challenges and difficulties. In order to better adapt to the changes in the market and the needs of the company's development, on the evening of October 19, JAC Motors announced that JAC Motors intends to transfer the assets of the NIO factory.
At this point, JAC and NIO have completely "broken off relations", and the road that JAC hopes to take advantage of the development of new energy has proved to have failed.
In fact, in addition to NIO, JAC also has in-depth cooperation with Volkswagen, hoping to develop new energy passenger vehicles.
Since 2017, JAC Volkswagen has started cooperation. Later, with Volkswagen's stake in JAC and JAC's products reaching Volkswagen standards, in October 2020, the two parties reached a consensus to license the Sihao brand to JAC. JAC New Energy has also begun to use the Sihao brand. It's just a pity that the brand has no such person at present.
However, aiming at new energy passenger vehicles is an inevitable choice for JAC.
In April 2023, JAC Motors released a new brand strategy, established the brand values of "leading intelligence with intelligence", and built a development path of an open and cooperative intelligent vehicle ecosystem of "core self-development" + "key and common technologies", officially entering a new era of "no intelligence, no car".
In the field of passenger cars, JAC Motors actively promoted the implementation of intelligent new energy technologies and products, created a new platform, and its sales volume increased by 18% year-on-year in 20232%。The first product of its hybrid series, the JAC QX PHEV, was officially launched; The first product of the exclusive architecture of the MPV in China, the RF8, will be pre-sold at the 2023 Guangzhou Auto Show and will be officially launched soon. In the field of pure electric passenger vehicles, JAC Motors released a new Yttrium brand to achieve independent operation of mixed reform, and released a new pure electric platform - DI platform and the first model Yttrium 3, which promoted the steady growth of annual sales.
From the perspective of the industry, when most new energy vehicle companies are making efforts to develop mid-to-high-end brands, the market that JAC is aiming at for the first time is finding a different way. In June, Yttrium launched its first pure electric small car, "Yttrium 3", with a price of 8990,000-12790,000 yuan.
However, according to the data of the China Automobile Dealers Association, yttrium for 3 months of monthly sales of only 1061 vehicles, since the listing, yttrium for 3 cumulative sales of less than 20,000 units, and in the early stage of listing, Jianghuai general manager Li Ming has publicly stated that the monthly sales target of yttrium for 3 is 10,000 units, obviously this model has not caused much splash in the market. This product, which had been highly anticipated, did not live up to the expectations advertised.
Leaving the cooperation of NIO, coupled with Yttrium's "coldness", in order to better gain a foothold in the new energy market, JAC is also actively seeking partners. On December 1, JAC Motors announced that it signed the "Intelligent New Energy Vehicle Cooperation Agreement" with Huawei Terminal, and the two sides will focus on building luxury intelligent networked electric vehicles.
A few days ago, according to ** reports, the first car jointly created by Huawei and JAC Motors is not the MPV that was rumored before, but a million-level sedan, benchmarking BMW 7 Series, and the new car is expected to be officially launched in the fourth quarter of this year. At present, the construction of the Feixi Gigafactory in Anhui Province, which is responsible for the production of models jointly operated by Huawei and JAC, is also nearing completion.
In the eyes of the industry, the weakness of the JAC brand will allow Huawei to grasp more initiative, or it may become the next Cialis.
With the continuous development of the market, more and more competitors have emerged on the new energy vehicle track. Tesla leads the development trend of the new energy vehicle market with its advanced battery technology and autonomous driving technology; Xpeng Motors focuses on the creation of intelligent and Internet-based application scenarios; Li Auto uses extended-range electric vehicles as a breakthrough; BYD has accumulated rich experience and technical reserves in the field of new energy vehicles, and these leaders have unique advantages and characteristics in their respective fields.
JAC, none of these. In the new energy vehicle market, the competition is full of opportunities and fierce. In the long run, cooperation equals challenges, and if you don't have strong brand competitiveness and core technology, you will be abandoned by your teammates.
The domestic auto market has been extremely involuted, and if a car or a brand wants to be seen to be selected, it must show hard power. As a veteran local state-owned enterprise, JAC is always one step behind in the research and development of new technologies, new models, and the layout of channels, coupled with the shortcomings in marketing, resulting in JAC Motors can not enter the field of vision of most consumers.
For JAC, if it wants to boost brand sales, it is necessary to improve its own strength, not only to continue to enrich the product line camp, strengthen technology research and development, create high-quality products, but also to concentrate resources to create explosive models and enhance brand influence. （Writing|The car has the wisdom of Huoyan).