Reporter Feng Yao.
If it is said that in the "** war" of car companies in February, the protagonist is BYD, then since March, GAC seems to have "stolen the show".
On March 6, the official Trumpchi brand of Guangzhou Automobile Group announced that the price of the Qi M6PRO model dropped by 20,000 yuan, and the current price was 9Starting from 980,000 yuan, it will pull ** into the 100,000 yuan mark. In fact, this is also the third time in four days that GAC's brands have "cut prices".
This scene seems to be familiar with BYD's "four-plate axe" price reduction after the Spring Festival. From the perspective of the industry, GAC's follow-up "** war" is also related to its sales bottleneck. However, as GAC "takes over" BYD, the temperature of the "** battle" of the rim will undoubtedly rise further.
Three times in four days, the price was "reduced".Since March, GAC Group's two major brands, Aion and Trumpchi, have successively announced new and price reductions.
On March 6, GAC Trumpchi announced that its M6PRO model and GS3 model have been significantly reduced in price. The price of the former dropped by 20,000 yuan, and the current price is 9Starting from 980,000 yuan, it will pull ** into the 100,000 yuan mark. The latter is reduced by 160,000 yuan, ** is as low as less than 70,000 yuan, and the price reduction is close to 20%.
This is not the first time that GAC's brand has cut prices recently. On March 3, GAC Aion announced that its AION Y Plus Xingyao Edition model was officially launched, with a price of 9980,000 yuan, also within 100,000 yuan. This model is the lowest model (11980,000 yuan), a full reduction of 20,000 yuan.
And two days later (March 5), GAC Aion announced that the AION S Max Xinghan version would be reduced by 230,000 yuan. It is understood that the Xinghan version is the top model, and the official price is 17990,000 yuan, the price is 15 after the price reduction690,000 yuan. This ** is only 7,000 yuan more expensive than the entry-level model.
In fact, GAC's two major brands have officially announced "price cuts" three times in four days, which is more or less related to the bottleneck in sales in the eyes of the market. GAC Aion, for example, announced its sales figure of 1670,000 units, down 44 percent year-on-year6%, down 332%。
In fact, Aion's sales have been stagnant since May last year, with monthly sales hovering between 40,000 and 50,000 units. In October and November last year, Aion's monthly sales fell to 4150,000 units, 4160,000 units. Although Aion achieved 4The sales volume of 590,000 units, but the cumulative sales volume for the whole year was 480,000 units, and the sales target of 500,000 units set at the beginning of the year was still not achieved.
At present, Aion has been left behind by ideals and questions for months. It is worth mentioning that Aion has set a sales target of 800,000 units this year, and its sales pressure can be imagined.
The rim is in a scuffle situation
GAC's two major brands have repeatedly cut prices. After the Spring Festival, the "first brother" BYD raised the "first butcher's knife" four times in ten days, which made the "first battle" of new energy vehicles heat up in a straight line.
On February 19, the BYD Qin PLUS Glory Edition and the Destroyer 05 Glory Edition were launched, with the lowest official guide price up from 9 a year ago980,000 yuan, down to 7980,000 yuan. On February 23, BYD launched the Dolphin Glory Edition again, and the lowest official guide price was 11680,000 yuan, down to 9980,000 yuan, continue to increase the intensity of "electricity is lower than oil".
On February 28, with the official launch of the Han and Tang Glory Editions, BYD "flipped the table" three times, and the war of the "** war" in the car circle gradually spread to the 200,000 yuan range.
Just one day later, BYD once again threw the Song PLUS Glory Edition and the Seal DM-i Glory Edition to the market, with the former's starting price dropping to 12980,000 yuan, of which the price of the new 71km luxury model is 30,000 yuan lower than the starting price of the previous Champion Edition. The latter is less than 150,000 yuan.
For a time, some car companies followed up. Among them, SAIC-GM-Wuling, Changan Qiyuan, Nezha Automobile, Geely Automobile and other car companies quickly followed up and downgraded some models**.
Among them, the Wuling Starlight Plus, which is benchmarked against the Qin Plus, announced that the 150km advanced version of the model will be upgraded from the previous 10580,000 yuan to 9980,000 yuan, also within the 100,000 mark.
Changan Qiyuan announced that it will have an official guide price of 8The starting price of Chang'an Qiyuan A05 from 990,000 yuan has dropped to 7From 890,000 yuan. Deep Blue Automobile launched the SL03 and S7 Glory Editions, with a price reduction of 10,000 yuan. In addition, many of Nezha Automobile's main models have been reduced in price, with a maximum reduction of 220,000 yuan.
On March 3, on the same day that GAC Aion announced the price cut, Xpeng Motors also announced that before March 31, 2024, all Xpeng G6 models will be reduced by 20,000 yuan for a limited time, and the price will be 18From 990,000 yuan.
Automobile central enterprises or will join the "** war"?
It is worth noting that on March 5, Zhang Yuzhuo, director of the State-owned Assets Supervision and Administration Commission, "shouted" to the three major automobile central enterprises of FAW Group, Dongfeng Group and Changan Automobile at the National People's Congress and the National People's Congress of the People's Republic of China, saying that they would conduct a separate assessment of the new energy vehicle business of the automobile central enterprises.
In the eyes of the industry, this also indicates that the future policy is about to "loosen" the "national brand" car companies. The "national brand" car companies represented by Changan, FAW and Dongfeng are about to get the opportunity to show their strength.
A new energy vehicle company told reporters, "the fierce competition in the electric vehicle market leads to low profits, in the context of the business is generally difficult to make profits, several major automobile central enterprises will naturally take into account the assessment factors." In his view, the "shouting" is to allow the automobile central and state-owned enterprises to accelerate the transformation on the new energy track.
If there is no profit assessment, these car companies may let go of their hands and feet," he said, if the market share of central state-owned enterprises is assessed in the future, it is actually equivalent to encouraging the above-mentioned car companies to follow up the "first war", and this may also lead to the further escalation of the "first war" between new energy vehicle companies.
A number of institutions also believe that with the continuous escalation of the "first-class war", new energy vehicles will further erode the market share of traditional fuel vehicles, resulting in a further increase in the penetration rate of new energy vehicles.
In Dongguan's view, the current upstream raw materials of new energy vehicles have returned to a reasonable level, giving new energy vehicle companies a certain amount of room for cost adjustment, and superimposing the scale effect advantages brought by capacity expansion. The agency expects that the impact on the profit margins of leading new energy vehicle companies will be limited, and the Matthew effect in the industry will intensify.
Some institutions also believe that due to the strong first-mover advantage of the leading car companies, the market share of independent brands is expected to continue to expand in the process of "first-class war". In particular, OEMs with integrated vertical integration capabilities can help OEMs grasp their core competitiveness and bargaining power, while reducing costs and increasing efficiency.
Edit: Captain's Review: Muyu.