The latest February sales data are coming out one after another, and another wave of new rhythms is coming.
Like BYD, Aion, Weilai, Nezha and Xiaopeng, etc., all experienced year-on-year declines to varying degrees, and they happened to catch up with a new round of ** war after the resumption of work.
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Therefore, many friends believe that the domestic market will not move, and the year-on-year decline in sales in February is a signal, and the overall sales of this year's car market may decline, and the first war will not be saved.
The main reason for the year-on-year decline in February is that it caught up with this year's Spring Festival holiday, and the Spring Festival holiday in 2023 is in January, so it will be more referenceable to compare the data in January and February.
The results are obvious: except for a few brands such as NIO, the vast majority of new energy is soaring year-on-year, so this year's domestic auto market still has strong vitality.
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However, in February, it was able to achieve a year-on-year increase, which was definitely a "reversal against the trend", and the performance of Wenjie, Ideal and Extreme Krypton was outstanding, especially Wenjie, which soared by more than 500% year-on-year, and beat Wei Xiaoli to win the sales championship of the new forces.
The old rules, we still analyze them according to the traditional car companies, new forces and the second generation, and divide them into camps.
BYD, which took the lead in cutting prices, is under pressure
After the production of fuel vehicles was discontinued, with the rapid rise of the new energy track, BYD's sales in recent years are enough to be amazing.
However, with the rapid transformation and catch-up of old competitors such as Geely, Changan, and Chery, the situation of dominance in the new energy field is gradually transforming into a new balanced ecology. In January, Geely overtook Geely, and the performance of Geely, BYD, and Chery was quite close.
After all, they are all focusing on the low-end market below the 200,000 level, in the case of similar technology and price, the reference for people to buy a car is relatively wide, who to choose and who not to choose, there are many factors involved, and it is difficult to establish an absolute advantage.
However, in addition to products, BYD's system capabilities are indeed relatively strong, such as three electrics, chassis and other core technologies, all of which can be produced by themselves, and even can be externally improved, which has more advantages in cost control capabilities.
BYD is even more confident in taking the lead in cutting prices after feeling the pressure.
On the other hand, raw materials such as batteries have also declined recently, timely adjustments, sharing profits with consumers, and a win-win attitude is also very Internet thinking, no matter who can have the last laugh, it will play a positive role in promoting the accelerated popularization of new energy vehicles.
Almost all major brands are following suit, and the pressure is once again on the traditional fuel market, and after the reshuffle, we consumers can also buy new cars with higher value.
However, in terms of market segment layout, BYD has established a complete and clear vein, and different brands such as BYD, Denza, Equation Leopard and Yangwang have been paved from 100,000 to 1 million.
In individual segments, it still has certain product advantages. In 2024, BYD will challenge the sales target of 4.5 million units, and the pressure on itself is still quite large.
The new forces are seriously polarized
The Matthew effect is becoming more and more prominent among the new power car companies, that is, the stronger the stronger, the weaker the weaker.
Moreover, it can also be divided into two camps, Wenjie, Ideal, Weilai and Xiaopeng, mainly operating in the mid-to-high-end market of more than 200,000; Nezha, Leap, etc. focus on less than 200,000.
In the mid-to-high-end field, with the continuous hot sales of the world and ideals, we can find that the pure electric and extended range dual routes often have stronger adaptability, after all, the four have models of the same level competing, even if Huawei's intelligent cockpit and intelligent driving assistance are stronger.
However, the gap between several companies is not particularly large, and the size, configuration, and quality between competing products are basically at the same level, but Weilai and Xiaopeng are a little behind.
Partial door pure electric power is obviously the most obvious difference, Weilai will launch a new brand this year, to focus on the low-end market to increase sales, still focus on pure electric power, in the monthly sales of 10,000 clubs repeatedly wandering, Weilai really needs to give it a go.
Xpeng provides more conjectures, the latest ** land aircraft carrier provides extended-range hybrid technology, indicating that Xpeng has technical reserves, will the P7 and G6 as the main sales in the future, join the extended-range version of the option?
In contrast, Nezha and Leap may be more difficult, after all, the price is low, and proportionally speaking, the sales volume must reach several times or more than the ideal to be considered successful, but the gap in reality is even greater.
Moreover, the competition in the 100,000-level range is too fierce, and traditional car companies have certain advantages in manufacturing, brand, cost and other aspects.
In addition, the initial focus was on entry-level models, which affected the brand image, and it was not easy to hit the high-end. Lao Hu boldly guessed: The new power camp may accelerate the elimination this year, which one do you think is more dangerous and will be out of the game?
The second generation is getting better and better at playing?
Regarding the model planning of the new brand, Li Bin once said: What is the high sales, what to do? Translated from this sentence, it means that what consumers like, they will launch.
Many second-generation creators do this, for example: everyone likes new brands, new designs, and new experiences, but they don't want to be too expensive, and the quality must be guaranteed.
Similar to Changan Deep Blue, Geely Galaxy, etc., they obviously seized such a demand and quickly achieved monthly sales of more than 10,000 units. However, the successful model seems to be still limited to the low-end market below 200,000, and there are not many in the mid-to-high-end market that can open up the situation.
Taking ZEEKR as an example, the previous performance of selling more than 10,000 units per month is the closest to Wei Xiaoli, but after the launch of many models such as 009, X and 007, there has been no greater breakthrough in sales.
The ability to organize and summarize is important, but people who buy high-end cars may pay more attention to the ability to innovate, that is, no one has me, and everyone has me first. The ideal refrigerator color TV sofa and NIO's battery replacement were relatively advanced concepts at that time.
In this camp, Lao Hu thinks: this year's dark horse may be AVATAR, with the endorsement of Huawei technology, AVATR has strong strength in the two top technologies of intelligent driving and intelligent cockpit, and the shape is also characteristic, and 4 extended-range models will be launched this year, and the audience and competitiveness are expected to be further improved.
Whether it is lifting the table or lifting the floor, the core area of the price of 10 to 300,000 yuan has been rolled.
From BYD to Tesla, models with good sales have taken the lead in reducing prices, and high sales have already represented better product competitiveness, so it will be more difficult for those with poor sales.
On March 4, it directly catalyzed the famous scene of "9 car companies officially announced price cuts within 1 day", new forces, traditional car companies, new energy, traditional fuel, different elements and combinations, redefining the mainstream market's ** and value.
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Lao Hu guessed that the last 1 month will be the first adjustment period, until the Beijing Auto Show, which has been held back for 3 years, will be slightly cooled by a large number of new car new technologies.
References:
Aggregate sales data of each company.
Edit: Zetian.