At the beginning of the Year of the Dragon, the new forces handed over their sales report cards in February.
Affected by the Spring Festival holiday, the sales of new energy vehicle companies collectively stalled, compared with January, the sales of big brothers BYD, Geely and various new forces all fell slightly year-on-year.
With the white-hot "** war", the sales camp of the new forces has also been reshuffled, and the "Hunger Games" belonging to the new forces of car manufacturing are also being stagedThe Wantai Club is in full swing, the old and new forces are divided and disintegrated, and the small camps are competing for each other.
In the early spring when the car market is cold, the new forces press a key to accelerate the car-making knockout.
Monthly sales of 10,000 units club:
Asking about the ideal of PK, Aion showed fatigue
According to the delivery data in February, Wenjie, Ideal and Aion are firmly in the "monthly sales of 10,000 units club", ranking in the first echelon.
Winning the January sales championship exceeded the ideal and continued to win. Wenjie delivered 21,142 new vehicles, a year-on-year increase of 50320%。
Among them, the delivery of the new M7 reached 18,479 units, accounting for 874%, and since its release in September last year, the M7 has been in short supply. Relying on this car alone, Wenjie achieved a turnaround against the wind and climbed the ideal head for two consecutive months.
Of course, the February delivery figure also benefited from the stock of orders - 100,000 orders were taken at the end of '23, and they suddenly dropped to 10,000 in February this year. With the total delivery volume exceeding 100,000, in addition to the new orders, the remaining 50,000 orders will be delivered in two months, and it will be a big challenge to support the sales of M7, which is the largest brother in the list.
If you think this is the pinnacle of the world, you are underestimating him. Deliveries of the M9 began on February 26, and the next delivery figures will be guaranteed, and it may continue to maintain the top sales.
The ideal car that has just shown its gorgeous financial report has delivered 20,251 vehicles in February, showing a trend of catching up with the world. Since the L7, L8 and L9 models were all released in March, Li Auto has been in the stage of "clearing inventory" in the past two months, and some models have greater discounts, which has assisted sales.
Ideals may turn the tide next. On March 1, Ideal released its first pure electric model MEGA, and will release a pure electric SUV L6 in the second half of the year, which means that Ideal will next walk on two legs with "extended range + pure electric", which will expand part of the market and increase sales. The CEO of Ideal said that with the release of new vehicles, Ideal aims to return to the level of 50,000 monthly deliveries in March.
As the former sales champion, Aion lagged a little behind, with sales of 16,676 units in February, a year-on-year decrease of 446%。Although Aion is still firmly in the "Wantai Club", compared with the ferocious offensive of ideals and questions, Ai'an is gradually tired.
First of all, the sharp decline in its sales is inseparable from the saturation of the online car-hailing market and the impact of competing products, and Aion, which has a first-mover advantage, is also difficult to reverse the decline.
Secondly, the market positioning of Ai'an's "twisting" is also another hidden concern, on the one hand, it wants to ensure sales, and on the other hand, it hopes to develop the high-end brand Haobo. In the past year, Aion has spent a lot of effort to promote its high-end brand Haobo, neglecting the maintenance of its original products, but Haobo's contribution to sales is almost negligible, resulting in a decline in sales. Its confusing style of play has made many car buyers confused and lose confidence in Aion.
Xiaopeng is at the bottom, and the "Wei Xiaoli" pattern may collapse
In "Wei Xiaoli", which was once known as a difficult brother and sister of the new forces, the ideal has bid farewell to the toddler days in advance and became the sales champion of the new forces last year, opening a significant gap with Weilai and Xiaopeng, and Weilai and Xiaopeng did not deliver more than 10,000 in February.
NIO delivered 8,132 vehicles in February, down 33% year-on-year1%。
Earlier, NIO said that it would not launch a new model this year, and would only carry out a facelift of the existing model. In the next few months, NIO's sales are pinned on model remodeling, updating the configuration of existing models, and cutting prices to clear inventory.
Alps, a sub-brand of NIO that focuses on the 20-300,000 yuan new energy vehicle market, is late for the first model in the second half of the year. The method of expanding the scale of sales by building sub-brands in the sinking market is correct, but when everyone is "rolling", NIO cannot reduce its own operating costs and reduce prices, which will make it lose its market competitiveness.
The most difficult in "difficult brothers" should be Xiaopeng. Xpeng showed that 4,545 vehicles were delivered in February. The P7, which used to be the pillar, has also seen a serious decline in sales. Although the sales of Xpeng X9 are remarkable, the downward trend of overall deliveries is not optimistic.
The problem of slow delivery has also been plaguing Xpeng. At present, the reason that hinders Xpeng's delivery is that the production capacity of the ** chain cannot keep up. However, it is believed that with the ramp-up of production capacity after the Spring Festival and the resolution of individual ** chain bottlenecks, Xiaopeng's production capacity is expected to increase from March.
In the past, when the production capacity was in place, Xpeng also had the glorious days of delivering more than 30,000 vehicles for three consecutive months, but now it is obviously more than enough and not enough.
In addition, Xpeng is also squeezed by a number of competing models such as Zeekrypton 007 and Zhiji LS6, although Xpeng has reached a technology development cooperation with Volkswagen, but it has not significantly helped Xpeng's recent sales figures, and the chill will still envelop Xpeng at present.
Nezha is in the sea, and he breaks through with zero running
The third-echelon Nezha and Zero Run each have their own plans.
In February, the two major car companies, Nezha and Leap, sold 6,085 and 6,566 vehicles respectively. However, in terms of year-on-year growth in February last year, Nezha Automobile fell by 40% year-on-year, while Leapmotor Motor saw a significant increase of 105%.
Following Gaohe, Nezha Automobile is considered by everyone to be the next new force to fall. However, Nezha Automobile has already set its sights overseas: the pace of launching an IPO in Hong Kong in Q4 last year, building a factory in Thailand, and exploring the American and African markets has also stepped up. These measures are expected to become a bargaining chip for Nezha to turn the tables against the wind.
In 2023, Leapmotor will break through as a "dark horse" and counterattack in terms of deliveries, from more than 1,000 units delivered at the beginning of the year to 20,000 units at the end of the year.
Despite the impact of the environment this year, Leap's sales are still strong on the basic market.
At last week's family bucket renewal press conference, Leapmotor not only launched the more cost-effective C10 model, but also realized the upgrade and configuration of the whole line on the original product base.
In addition, at present, many people in the industry believe that the C10 model currently has 1-20,000 price reduction space, and after the old inventory is cleared, it is estimated that the follow-up will further release the killer move, and it is not a dream to impact the monthly sales of 10,000 vehicles.
Before the launch, more than 3,000 C10s have arrived at Leapmotor stores across the country to achieve immediate delivery on the market. Leap's strong production and sales chain provides a solid guarantee for its next sales, and it has sprung up among the new forces.
The car market is like a battlefield, and this "sea of blood" competition has reached the stage of a decisive battle. The Spring Festival and the general environment may be able to extinguish the flame of the weak, but it can never stop the burning of the strong fire. The sales volume of the new forces in February showed to a certain extent the situation of the strong and the strong.
After all, the new forces of car manufacturing are pursuing scale effect, and only by maintaining market ownership can they grasp the chips. In the next year, monthly sales of 10,000 units will become the "life and death line" of the war of new forces, otherwise they can only end up with the same fate as Gaohe and Hengchi.