Hello everyone.
It's crazy; The clarion call for the knockout round has sounded, and the smoke of the automotive world has risen again.
Last year we witnessed a bloody battle in the automotive industry:
* The war swept by like a tide, and major car companies have joined the competition;
Hardly a single business has survived.
And this year, when we thought the dust had settled;
As a result, without warning, the fierce battle suddenly began again;
The competition is so fierce that it can't help but be embarrassing:
This is no longer an ordinary battle, but a life-and-death knockout match.
This Monday, in just one day, the four major car companies suddenly announced a sharp drop;
This time, the lethality of ** is comparable to a blockbuster Z bomb;
The basic front has been suppressed by the astonishing low price of 70,000.
This time, first of all, BYD waved the banner of "electricity is lower than oil";
fired the first shot of the ** war, and the ** of the Qin plus plug-in hybrid version was changed from 9980,000 straight down to 7980,000;
BYD's move is not just to seize market share;
There is clearly a deeper strategic intent:
That is to challenge traditional fuel vehicles, in an attempt to completely change the energy landscape of the automobile market.
Is BYD going to gamble everything and not leave any room for any competitors?
And the opponents did not sit still;
Wuling, Chang'an and other brands hurriedly followed;
BAIC also did not show weakness, and went the opposite way, shouting that "oil is stronger than electricity";
*The battle is about to break out, and they are all collars**.
It can only be said that once the car ** war is opened, it is like opening the Pandora run-in;
It's hard to stop.
You must know that the automotive industry is the size that determines the cost;
The more cars are sold, the lower the average cost will be after large-scale production;
Then it snowballs constantly, so that the cost continues to decrease, and the profit continues to increase;
For example, BYD was quite fierce last year;
* The battle was fought so fiercely that it ended up making more money;
Profits have risen by a large margin, almost 30 billion.
The leading brother began to reduce the price, can the others not follow?
Now that new energy vehicles are playing hot, traditional fuel vehicles also have to be mixed;
Otherwise, market share will be lost.
Let's take a car under 100,000 as an example
In 2015, almost all fuel vehicles accounted for 92%, and new energy vehicles only 8%.
But by last year, new energy vehicles had rushed to 45%, while fuel vehicles had dropped to 55%.
Now electricity is cheaper than gas, and the business of fuel vehicles is not easy to do;
It can only follow the price reduction.
This year's ** battle seems to be a price reduction strategy, but in fact, it hides more reshuffle intentions.
This round of ** war set off by BYD is not only aimed at new energy vehicles, but the entire automotive industry.
You must know that for most new energy manufacturers, this is almost a devastating blow;
As the first brother of new energy vehicles, BYD relies on a huge scale advantage;
It can achieve the lowest production cost in the whole market, and set off round after round of first-class battles.
It can even be sold cheaper than fuel vehicles of the same level and still be profitable.
What about other NEV manufacturers?
Especially those who have no scale advantage and unclear brand positioning.
Can you withstand this kind of bayonet red-hot ** battle?
In fact, as early as the middle of last year, when the war was not yet white-hot, many third- and fourth-tier new energy vehicle companies could not withstand it.
At the end of last year, with the further intensification of the first war, some second-tier and even quasi-first-tier new energy vehicle manufacturers could not bear it.
In October last year, it was once as famous as Wei Xiaoli, and it was delivered 4 a year40,000 WM Motor filed for bankruptcy;
On February 18 this year, a new car company focusing on high-end models announced that it would suspend production for 6 months;
This is a wake-up call for the entire industry......
Now everyone is waiting to see how many depots will survive in the end.
Nowadays, the competition between car companies is not limited to products and marketing, but also in technology and cost control;
and even a comprehensive contest on the entire industrial chain.
However, for consumers, this round of ** war may not be good news.
In the next two years, whether it is a petrol car or a tram, ** will be more accessible to the people.
The only concern though:
Under such intense pressure, can the bottom line of quality and safety be adhered to?