New energy vehicles "the era of chaos", is it a new forces or BBA?

Text 丨 Intelligence Relators

Author 丨 Chen Xiansen

Who would have thought that in the era of new energy vehicles, there will be so many new players.

According to incomplete statistics, more than 70 new energy vehicle brands sold in the domestic market have exceeded 70. And these 70 brands have now launched more than 200 new energy vehicles. These include various new brands that traditional manufacturers have participated in incubation, such as SAIC Zhiji, Changan Avita, Changan Deep Blue, Great Wall Salon, etc.

There are more players in the track, and new energy vehicles have begun to re -engraved the "chaotic era" of fuel vehicles. In the past, the product competition in the Chinese market can be said to be around the United States and Japan, and now there is still a large wave of Chinese independent brands.

In the new energy vehicle summer test video of "Understanding the Emperor", there is a lot of description: "If I let me use so many Chinese new energy vehicles to Turpan more than ten or twenty years ago Honda comes to compete for this high temperature test. I didn't think about it. It is estimated that I can barely take out a few cars five years ago. "

From fuel vehicles to new energy vehicles, the market pattern and focus of competition are changing. Where will this change go?

Enter the "Times of Chaos"

In the era of new energy vehicles, there was a multi -dimensional chaos.

The first is the competitive pattern.

In the era of fuel vehicles, BBA, GM, Ford, Volkswagen, Toyota, and Honda have almost enjoyed the right to speak. They have produced a number of classic models of joint ventures through joint ventures in China, such as Camry, Civic, Junwei, Fox, Tiguan, Passat.

In the era of new energy vehicles, the former head manufacturers and brands still have a strong influence, but there are more independent brands in the market, and they have the right to speak enough to change the competitive pattern.

According to the China Automobile Association data, in the first half of 2022, new energy passenger vehicles accounted for 24%of the total passenger vehicle sales. And Chinese brand passenger cars account for 39.8%of new energy vehicles, which are close to 40%. This is a market share that we dare not imagine even last year.

Grooming the current competitive pattern can be divided into four teams: first, the domestic traditional forces represented by BYD, Great Wall, Geely, and Changan Automobile; the other is the domestic domestic domestic forces. New forces; Third, the traditional overseas forces represented by Volkswagen, Toyota, and Honda; the fourth is the new overseas forces represented by Tesla.

The four teams wrestle each other, and you fight for you and occupy the user's mind.

In the first half of 2021, Tesla sold more than 160,000 units, more than all other new forces.

In the first half of 2022, the sum of the sales volume of the three "Wei Xiaoli" alone was very close to Tesla.

BYD "debuted" directly, won the first place with a sales volume of 63,3777 in the first half of the year, far exceeding SAIC -GM Wuling and Tesla China;

In addition, there are the growth rates of 6,3107 units and 199%sales of people, which makes people almost unable to distinguish whether it is the first or second echelon.

Although most of the traditional forces are not enough in terms of sales of new energy vehicles, the pace of catching up is speeding up. In terms of channels, following the new forces "shopping mall opening stores", it has moved their new energy vehicles and even fuel vehicles to more than users.

SAIC Volkswagen, Changan Ford, Hechuang Automobile, and Tanks, some are open stores and some are displayed platforms. With the popularity of the core business district, and the conspicuous position of the shopping center, traditional forces let consumers understand how they make products in the new era. At the level of competition, the traditional forces moved the "car city" to the mall, which formed a siege of new forces.

Finally, the model of the model was "wounded" in the overlapping price range in the overlapping price range. Especially in the intermediate car market that can reflect product power, the competition is getting stronger and stronger.

Previously, new energy intermediate cars were mainly these three cars: Tesla Model 3, Xiaopeng P7, BYD Han EV, and now there are a large wave of chess in the intermediate car market.

Zero Run and Nezha push C11 and Nezha S, mainly cost-effective in intermediate cars; BYD and Changan Deep Blue took out the seal and SL03 respectively; the ideal plan launched three new cars in 2023, of which one 200,000 yuan -30 10,000 yuan medium -sized cars; traditional forces such as BMW, launched a pure electric intermediate car named "i3", priced at 300,000+ and new forces are facing each other.

Everyone walked out of the two options, either at the beginning of the price range where the intermediate car was located, or to the price range of the intermediate car to seize the market share. The competitive pattern changes, the brand is tie, and the product confrontation is superimposed. Each player has his own careful thinking.

"Dialogue" in the intermediate car market

When it comes to the product itself, why is the intermediate car market now a cake that domestic manufacturers must eat?

From a historical perspective, it is an opportunity for domestic manufacturers to catch a curve overtaking.

The intermediate cars under the fuel vehicle era have the sinking of BBA, and the encirclement of other mainstream joint venture brands, so that the self -owned brands that were originally weak at the time had little possibility of fighting. The three major chassis, engines, and gearboxes of fuel vehicles helped them build technology and brand barriers, thereby opening the gap between joint venture brands and independent brands in the intermediate vehicle market.

The advantage of electric vehicle technology is the key to seizing opportunities. When competing with fuel vehicles in the same level, electric vehicles have better performance and driving experience. With the maturity of the three -power system technology and the decline in cost, manufacturers have more space for intermediate cars to challenge traditional brands from all aspects of configuration, price, and experience. After such an opportunity, it provides a group of independent brands the possibility of breakout. Another angle is sales and profits.

There have been media reports that the profit margins of joint venture brand intermediate cars, compact SUVs and luxury cars are about 20%, and some joint venture brands have more than 15%of compact cars. -8%profit margin.

In the era of fuel vehicles, intermediate cars have a relatively high profit margin, and they are also the main "scorers" of car dealers' profits. The manufacturer's as much as possible to make the intermediate vehicle volume and can increase the profit to the greatest extent, which is the same for dealers. The charm of the intermediate car market is verified in the era of fuel vehicles.

In the era of new energy vehicles, the "top three" sales of intermediate vehicles also "beaten" the market. According to data from the Federation of Federation, as of the end of 2021, Tesla Model 3 sold about 150,000 vehicles in China; Xiaopeng P7 sold more than 60,000 vehicles in 2021; from September to December 2021, BYD Han EV series models The sales volume exceeded 10,000 consecutive months.

For Nezha and Zero Run, you need to jump out of the low -priced car and rush up to a higher market to increase gross profit margin. This is the key winner that the brand must seize. After all, Xiaopeng has not been able to get rid of the problem of "more and more losses". In 2021, 98,000 vehicles were sold with a net loss of 4.86 billion yuan. It is necessary.

The price range where intermediate cars are located have relatively abundant profit margins. For manufacturers, there are greater cost space to output products, so as to tell the story of their own brand image, technical barriers, and core capabilities.

To go to big, manufacturers will hope to use some of their technical standards to lead the development path of new energy vehicles. Then, the car created according to technical standards must become a "sample" displayed to the outside world.

Taking BYD SEM as an example, it is not necessary to say more about the blade battery. This car also outputs the CTB battery body integrated technology.

CTB technology further combines the battery cover with the body floor, and evolved into the "sandwiches" structure of the vehicle from the original battery pack "sandwiches" structure. The benefits of fusion are simplifying the body structure and production process, and it is also a change in traditional body design. Reflected in product functions and user experience, it is to directly or indirectly bring battery life, control and security improvement.

In terms of electricity and battery life, it can compare Tesla. In terms of electricity, long battery life seals are 22.5 degrees more than Model 3, which is equivalent to adding 37.5%of batteries on the basis of Model 3. This also allows the seal's rear -drive long battery life to reach 700 kilometers, while the Model 3 is 556 kilometers [3].

Zero running is to show the C1 car through Zero Run, showing the CTC technology without battery pack. According to the official statement, C01 has CTC technology blessing, the overall component can be reduced by 20%, and the weight of the entire vehicle is reduced. Naturally, a reduction in weight will directly increase the vehicle's own power response and battery life limit. The CLTC comprehensive operating conditions of Zero Run C01 increased by 10%to 717km ultra -long battery life.

Technological progress continues to improve the ability of new energy vehicles in terms of safety and battery life. It can largely dispel the concerns of users who want to replace fuel vehicles, and transform these people into new energy vehicle users. The intermediate vehicle market is a difficult bone, but the independent brand must face difficulties.

The dispute between the new and old forces is far from over

The independent brand and its new energy vehicles let us see their great success at sales and technical levels.

Some people in the industry pointed out: "Only by adhering to technological innovation and service innovation, especially adhering to market positioning and product differentiation, can it stand out in the fierce market competition." Technological innovation goes to seek breakthroughs, even though it is the most industries in most industries "Universal formula" is precisely the key.

Focusing on technology, traditional joint venture brands do have fallen behind, but it is difficult to say that domestic independent brands have reached a sufficiently stable output state. This year, the self -combustion case of new energy vehicles has continued to increase. It has a strong and confident brand for battery technology, but is a brand with a top -fired number of fire; there is also auxiliary driving system, poor stability, unable to identify the danger of early warning, etc., and the horizontal stuns are fast at the speed. In front of the new energy vehicle.

The penetration rate of new energy vehicles is still less than 30%. In other words, 70%of the domestic automobile market is still contributed by fuel vehicles, and in the field of fuel vehicles, joint venture brands are still the protagonists. There are competition between independent brands, and the greater consistent goal is to accelerate the existing users of the fuel vehicle market. This market is large enough to accommodate all new and old forces.

In recent years, BMW announced that it will not purchase a new three -electric system. It will adhere to the self -developed route. It is expected that the energy density of the battery can be doubled in 2030; on the other hand, it starts to study the solid -state battery that symbolizes the future. The latest research details of hydrogen fuel cells were announced.

On the Audi side, the A6 AVANT E-Tron Concept is also announced, which is the second concept model of the A6 E-TRON luxury pure electric family.This car is no longer "oil -to -gas", but a luxurious pure tram model created by the PPE pure electric platform developed by its own, with a maximum range of more than 700 kilometers.In the planning of traditional brands, in the next few years, they will be the key R & D period and production period for their capacity for new energy vehicle production capacity.At that time, the traditional brand would invest in the pure electric platform and the self -developed triple power system, which will be the core consideration of its exclusive arguments in the new market.

Standing at the moment, the balance of victory tilted more to the independent brand, and the time for them to decide with other opponents for a long time.After all, most of the new forces have not got rid of losses, looking forward to the arrival of profit, everything is unreasonable.

Reference materials:

1. Lao Xi, "Domestic New Energy, is entering the river of smartphones"

2. Liteshi Business Review, "New Energy Intermediate Car Entering the Times of Chaos"

*The pictures of this article are from the Internet

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