Wen Leopard became Song Zihao.Core TipsEdit |Liu Yang.
Just after the Spring Festival, BYD shouted the slogan of "electricity is lower than oil", fired the first shot of the 2024 ** war, and pulled the car company into the deep water area with a price of 80,000 yuan. From the fist to the flesh in 2023 to the knife to the knife in 2024, how many roads can the "Qin army" finally occupy? Who will be the winner in this ** battle?
2024 is destined to be a year of bloody battles in the car circle.
On the first day of construction on February 18, He Xiaopeng, CEO of Xpeng Motors, wrote in the construction letter: "This year is the first year for Chinese auto brands to enter the 'sea of blood' competition, that is, the first year of the knockout competition."
Coincidentally, Gan Jiayue, CEO of Geely Automobile Group, expressed a similar view in his New Year's message: "Volume **, volume products, volume services, volume flow ......It's time to 'see the truth'. ”
The above two CEOs are still analyzing the situation, and BYD directly fired the "first shot" of the 2024 ** war.
On February 19, BYD's official Weibo shouted the slogan "electricity is lower than oil" and launched two plug-in hybrid models: Qin PLUS DM-i Honor Edition and Qin PLUS EV Honor Edition. The price range for both models is 7980,000 yuan to 12580,000 yuan, 10980,000 yuan to 13980,000 yuan. Compared with the previous version of the Champion Edition model, the starting price has dropped by 20,000 yuan. At the same time, the Glory Edition of the sister model Destroyer 05 is also 7980,000 ** listings.
It is worth noting that the previous version of the Qin PLUS DM-i and the Qin PLUS EV "Champion Edition" was also launched almost at the same time last year, with 9The starting price of 980,000 yuan took the lead in opening the era of "the same price of oil and electricity", creating the bottom line of hybrid models, and being called "998 dominates the world" by industry insiders.
After an interval of one year, the price of the new version of the model was reduced by 20,000 again, which can be said to be "a square inch, another cut". Netizens also ridiculed: The true meaning of BYD is "lower than oil".
BYD posted on Weibo "7980,000 BYD made fuel vehicles panic", fuel vehicles panicked or not, and other domestic new energy brands couldn't sit still.
On February 19, Nezha, Wuling, Changan and other new energy vehicle companies quickly followed up with price cuts, among which Changan Qiyuan A05 directly entered the 80,000** range, with 7The starting price of 890,000 yuan is close to BYD.
In the first week of construction, the smell of the New Year has not dissipated, but the smell of gunpowder in the rim is getting stronger and stronger.
BYD: I dropped first, everyone found that the new model was cheaper by 10,000 yuan, and a BYD Qin plus owner who had just picked up the car for less than half a month called a backstab on the Internet.
The owner said that he bought the BYD Qin PLUS DM-i transcendent range of 55km version, counting official discounts, store discounts, etc., the price of the naked car is more than 100,000 yuan. Half a month later, this ** can already buy a version with a range of 120km.
In fact, compared with the lowest configuration of the new Champion Edition launched last year and the lowest configuration of the Glory Edition this time, the Glory Edition with a starting price of 20,000 yuan has not only not been reduced, but also added a white glazed blue appearance color, and upgraded the intelligent voice continuous dialogue function, providing different power versions and cruising range options.
In comparison, with similar configurations, the purchase of old models mainly costs 1-20,000 more.
Behind the frequent backstabbing of old car owners, there is an increasing frequency of price cuts by new energy vehicle companies, and there are even many new models that have been on the market for less than 4 months.
The Wuling Starlight 150km Advanced Plug-in Hybrid Sedan is a new product to be launched on December 6, 2023. By February 19, SAIC-GM-Wuling announced that its model would be increased from 10580,000 yuan was adjusted to 9980,000 yuan, which is basically the same as the BYD destroyer 05 120km version**.
The Changan Qiyuan A05, which will be launched on October 20, 2023, also played the slogan of "electricity is lower than oil" on February 19. By the original 8The guide price of 990,000 yuan is reduced to 7Minimum sale is 890,000 yuan. It has only been 4 months since the release of this model, and even the Changan Qiyuan series itself belongs to the rookie in the auto market, and it has been on the market for less than half a year.
In fact, the BYD Qin PLUS DM-i Champion Edition, which was launched at about the same time last year, also lowered the price of the whole series, and the entry version was reduced by as much as 140,000 yuan, the price is as low as 9980,000 yuan, the price of hybrid models for the first time to less than 100,000 yuan, instantly detonated the market, and won 1. in 3 days50,000 orders.
Many car owners said that buying new energy vehicles now is waiting for the party's victory.
It is actually easy to understand the frequent price cuts of car companies: although the domestic sales of new energy vehicles are still continuing, there has been an obvious Matthew effect in the industry, and competition has intensified.
On January 11, the China National Association released the 2023 national automobile production and sales data, and the annual production and sales of new energy vehicles have completed a total of 95870,000 and 94950,000 units, an increase of 358% and 379%。BYD's annual sales in 2023 will reach 30240,000 units, a year-on-year increase of 619%, not only the sales volume is leading, but the growth rate is higher than the industry level.
In this case, the leading enterprises have formed a positive feedback of rising sales, flattening R&D costs, and technological progress.
In fact, as early as March 31, 2023, at the "China Electric Vehicle 100 Forum 2023" held on March 31, 2023, Xi Zhongmin, deputy general manager of GAC Aion New Energy Vehicle, said: "The Matthew effect of the new energy vehicle market is emerging. In the next five years, the market differentiation of the new energy track will continue to intensify, and finally 3-5 leading companies may be produced. ”
The situation of overcapacity of power batteries is also the sword of the industry, and it may be the trend of the times to reduce prices for the market in the next few years.
According to the data compiled by the Prospective Industry Research Institute, as of June 2023, the capacity utilization rate of China's power lithium battery industry has dropped to about 40%, and the capacity utilization rate is likely to drop to about 35% by 2025.
Taking CATL as an example, from 2019 to 2022, the capacity utilization rate of CATL's battery system was4%。In the first half of 2023, CATL's total production capacity of battery systems will be 254GWh, with an output of 154GWh, and the capacity utilization rate will drop to 605%。
For some new energy vehicle companies, lithium carbonate** will fall to 90,000 tons in 2023, a decrease of nearly 80% compared with 600,000 tons at the peak. Coupled with technological progress, there is a certain room for cost exploration.
At this time, the "first brother" BYD stood up and announced, "I will drop first, everyone is free", and the car companies competing at the same price do not want to give up the market that they have fought so hard, so they can only choose to follow up.
From the point of view of the price range, most of the models participating in the price reduction this time are about 100,000 yuan. In terms of growth rate, 8-100,000 yuan is the fastest growth rate in January 2024.
According to the NEV sales data compiled by EV Century, in January 2024, the sales volume of NEV passenger vehicles in the range of 150,000-200,000 yuan** was 1850,000 units, 60,000 units of models in the 8-100,000 yuan range. However, sales of models in the 8-100,000** range increased by 7% year-on-year2 times, far exceeding the range of 15-200,000 yuan** 731 year-over-year growth.
Specifically, many of the contestants in this ** battle have certain achievements in their own right. In addition to the BYD Qin series, which is the best-selling A-class sedan market in 2023, according to the data released by Wuling Motors, Wuling Starlight achieved sales of 10,005 units in January 2024, with cumulative sales of 240,000 units, ranking second in China's 150,000 plug-in hybrid car market.
By the end of 2023, the cumulative sales of Changan Qiyuan, which has been on the market for four months, has exceeded 40,000 units, of which 11,157 units were ordered in December last year and 6,926 units have been delivered.
At the same time, about 100,000 yuan, it is also one of the most competitive in the domestic auto market.
Before 2022, about 100,000 ** has always been the comfort zone of joint venture fuel vehicles. The three joint venture models of Nissan Sylphy, Toyota Corolla and Toyota Levin are nicknamed the "three mothers on the road" because of their performance of 12 seconds away from 100 kilometers of acceleration.
Due to the fact that joint venture cars usually have a long history and wider market recognition, and have advantages in quality control, after-sales service and driving experience, the three models have been in the leading position in domestic sales, and occupy the top three in the domestic A-class sedan sales list all year round.
Among them, Dongfeng Nissan Sylphy, known as the king of sedan cars, has maintained the throne of car sales for 4 consecutive years. The reason for this is that the Dongfeng Nissan Sylphy is almost the lowest-priced Japanese compact sedan, with excellent space performance, excellent fuel economy and an atmospheric and attractive appearance.
In contrast, although some domestic oil vehicles perform well in terms of space, configuration, and power, they can only compete in dislocation through low prices.
The domestic hybrid car has better fuel consumption performance than oil cars, can be on the green card, many models also have advantages in size, but ** is a hurdle that cannot be overcome.
It was not until the rise of domestic new energy that the status of the "three mothers" of the joint venture was shaken. According to the data of the passenger association, in September 2022, BYD Qin for the first time with monthly sales of 37,415 units, 49The year-on-year growth of 7% exceeded the sales of Dongfeng Nissan Sylphy of 35,926 units in the month. The sales champion of the month was finally won by Hongguang mini, and the domestic brand squeezed Sylphy to third place.
In February 2023, the Qin Plus Champion series will be launched, which is 1 lower than the starting threshold of the previous generationabout 40,000 yuan, and opened a new era of "oil and electricity at the same price".
The follow-up BYD Qin series surpassed Dongfeng Nissan Sylphy to win the monthly sales championship many times in 2023, and finally won the annual sales of 482145 units, significantly ahead of the second-place Sylphy, representing a Chinese brand to win the annual family car championship for the first time in 2023.
The price reduction of the Glory version of 1-20,000 yuan, and the target customers are the most sensitive users, which is likely to have a greater impact on the sales of models such as Sylphy.
At the same time, BYD directly pulled the battlefield of new energy vehicle companies from about 100,000 yuan to 80,000 yuan again.
If more than 300,000 products can still roll up the configuration, function, and brand tonality, 80,000 yuan can only fight for cost performance, which can be said to be a fist to the flesh, and the knife is bloody.
Who is the winner? In the past two years, the car circle has shown a trend of "electric oil dropping, and second-hand dropping".
On February 19, Beijing Hyundai also announced that the price of its A-class sedan Elantra model was officially reduced, with a minimum of 7Starting from 580,000 yuan, the price reduction is as high as 240 thousand. He also deliberately shouted the slogan "oil is stronger than electricity".
In terms of price reduction, it seems to be a false proposition who is stronger in "oil" or "electricity", and what is stronger is the cost control ability of car companies. BYD, which frequently sets off ** wars, seems to be unfathomable in terms of cost control, and you must know the name of the BYD Qin Plus DM-i Champion Edition**, because the BYD Qin Plus DM-i has won the monthly sales championship in 2022.
The BYD Qin PLUS DM-i Champion Edition lowered the starting price by 1 when the cost performance had been widely recognized at that time4-20,000, launched**. After a year, BYD has launched the Glory Edition step by step, and the starting price has been reduced by 20,000, and this price reduction may be planned.
Last year, it dropped by 20,000, and this year it dropped by 20,000, and when friends opened their eyes, the road was already full of "Qin Army".
This kind of year-by-year price reduction of new cars has become a year-end test for competing car companies, and car companies that can follow up have left the exam.
In addition to the car companies directly involved in the ** war, many players have been affected.
Leopard Change learned from a number of second-hand car dealers that the price reduction of new cars will indeed affect the ** of used cars at the same price, but due to the large variety of inventory and different car conditions of second-hand car dealers, second-hand car dealers will not be affected as much as dealers with a backlog of cars in stock.
However, as long as the price of the new car is reduced, the second-hand manufacturer will reduce the price to the owner at the stage of collecting the car.
The price reduction will not be so fast, for second-hand car dealers, can sell 100 not sell 80, after the price of the new car, it must be the first to start from the car price, cheap to sell cheap, if it is already in the hand of the price of the price to admit loss. A second-hand car dealer said.
On the other hand, BYD, which has set off a first-class war, is not restless, and it is also facing certain sales pressure. Although BYD's total sales in January 2024 reached about 20150,000 units, a year-on-year increase of 339%, but sales are down 409%, and by Geely Automobile with 21Sales of 350,000 units surpassed, followed by the third place Chery Automobile also had 20Sales of 10,000 units.
Observing the price reduction of the BYD Qin PLUS DM-i Champion Edition, at the end of 2023, in order to sprint the performance target, the Champion Edition also had a price reduction in November of that year. Judging from BYD's sales target this year, it is not impossible for the Qin Plus DM-i Glory Edition to reduce the price in the later stage, at least for consumers, and the other party has indeed won again.