Scripture headlines | New forces break into "giants": pre -sale explosion orders are equipped with domestic backbone cracks "ceiling"

(Beautiful editor: Seamoria)

Economic Observer reporter Liu Xiaolin, 27 -year -old Shanxi IT industry youth Du Rong spent 300,000 to start with a polar electric vehicle; Ms. Bi, a post -90s entrepreneur in Shanghai, bought a smart electric car at 420,000 landing prices Essence

Ms. Zeng, Ms. Zeng in Shanghai, was earlier than them. She sold her Lexus last year and changed a Weilai ES8 electric car. This year, she noticed that electric vehicles other than Tesla have begun to appear more and more in the villa area where she lives, including Weilai, Xiaopeng, and some brands she do not know. ), Porsche and other luxury cars were stopped in the private garage of the owners. She later learned on the Internet that one of the strange electric vehicles started at 680,000, and its brand was born in Yancheng, Jiangsu.

Over the past two years, local electric vehicle brands, which are priced than cross -border luxury car brands, have become the most popular "protagonist" in China's auto market, and many of them have just been born last year. In 2022, these new brands of models entered the peak of listing. Since the beginning of the year, there have been more than ten new cars that are pre -sale and listing. The price of these cars is basically between 300,000 and 500,000, and the prices of most main models are more than 400,000.

Automotive manufacturers behind these new brands have attracted more attention. As of now, in addition to the first generation of new car brands such as Wei Xiaoli (Weilai, Xiaopeng, ideal), the five major state -owned car company groups (FAW, SAIC, Dongfeng, Dongfeng, Dongfeng, and Dongfeng , BAIC and Changan) have all launched their respective high -end new energy brands; among private car companies, the leaders of private car companies such as Geely, BYD, Great Wall, Chery, etc. also bring new high -end brands to enter the bureau, or preview the time of the new brand. For a while, the "new forces" clan launched an impact on the new track of the new energy vehicle.

In the history of China's automobile industry, this is undoubtedly a new beginning of historical significance. In the past 20 years, the price segments of 300,000 yuan or even more than 200,000 yuan have been monopolized by multinational brands such as BBA. It is an area where Chinese local car brands have never advanced in the era of fuel vehicles. The overcoming high -end smart electric brand's relay of high -end smart electric brands has made the Chinese local automobile industry show the situation of breaking this upper "enchantment".

In the context of China has become the world's largest new energy production and sales country, for all car companies, decades of research and development and manufacturing experience accumulation, and the understanding of the needs of Chinese high -end users in the era of electric intelligence, becomes its once again impacting the tower spire Broast. And the power battery industry chain with absolute advantages, the world's most active Internet and intelligent technology application ecosystem, especially the whole body entry of technology companies such as Huawei Baidu, which leads the smart electric vehicle industry chain in Europe and the United States. "ladder".

The most important thing is that the node of the upgrade of new energy consumption has arrived. The continuous improvement of the penetration rate of new energy vehicles and the new national tide brand view advocated by the post -90s. "Luxury car brand" seems to be a complete water.

"The brand's cognition is irreversible. We cannot realize the transcendence of multinational luxury brands in the traditional field. After all, people have such a deep accumulation." Electrification and intelligence are the opportunities for Chinese brands to impact luxury. "I think that Chinese brands can stand on a new step in this round of windows that break through the new and upward breakthroughs.

"Now one is a smart cockpit and the other is autonomous driving. In fact, these two points have turned the direction of the definition of luxury cars." From the perspective of the multinational luxury car brand, Chery Jaguar Land Rover Automobile Co., Ltd. Executive Vice President Vice President Jaguar Land Rover China and Chery Jaguar Land Rover Market Sales and Service Institutions Executive Vice President Ma Zhenshan said.

Although most brands are still positioning high -end, they dare not lead to luxury. However, from the perspective of price and user diversion, the first shot of Chinese car companies entering the luxury field has "started". Whether it is part of the market for traditional luxury cars or dominated by the wild, the 20 -year luxury car "ceiling" has been cracked.

Collective sprint of local factories

On August 24th, Huawei's executive director and smart car solution BUCEO Yu Chengdong spit at the M7's delivery site that the only problem of the owner believed that the price was that the price was too cheap, and the other cars of the owner were more than one or two million.

On the Chengdu Auto Show on August 26, BMW released a new 3 Series model, and at the same time, Weilai announced that after the ET5 was delivered, it would surpass the sales of BMW 3 Series within one year. Another latest news is that BYD will release a new high -end brand in the fourth quarter of this year, and the price of models will exceed 1 million yuan. "Lan Tu FREE was targeting Q5L and Mercedes -Benz GLC when developing. Our average transaction price is more than 334,000, and then the dreamer exceeds 420,000 yuan. This is very expensive. We hope to become China. High -end new energy brand. "Liu Zhanshu, deputy general manager of Lantu Automobile Sales Service Co., Ltd. said. In fact, the practice of changing the fuel vehicle era with cautiously brought competitions. Almost all high -end new energy brands were high -profile benchmarking luxury car products at the beginning of their release.

Regarding the public challenge of Chinese local electric vehicle brands, BMW Motor said to reporters from the Economic Observer that it is not convenient to evaluate peers. When Mercedes -Benz's relevant person in charge of China mentioned the current industry situation, "What can be seen at present is that all Chinese capitals are pouring in this field (high -end smart electric vehicles)." Car brands are interested in Chinese independent high -end electric vehicle brands and kept vigilant. The person in charge of R & D is no stranger to these brands. Test driving and researching these Chinese brands are already an important part of their Nissan work.

Since the beginning of the year, the high -end smart electric vehicles of the local brands that have been launched include the polar fox Alpha SHI version, Zhi Ho Hi L7, Xiaopeng P7, Lan Tu Dreamingist, Tengshi D9, ideal L9, Weilai ES7, Ji Yan 001, questioning world M7 (built by Huawei and Selis), Avita 11, etc. The manufacturers behind them are: BAIC, SAIC, Xiaopeng, Dongfeng, BYD, ideal, Weilai, Geely, Huawei and Selis, Changan, etc. Essence In the ranking of more than 400,000 yuan in the sales of more than 400,000 yuan in the first July, Weilai, Gaohe and Hongqi brand entered the top ten, and Weilai and Gaohe models ranked among the top three, surpassing BBA.

Under the continuous consumption enthusiasm of new energy vehicles, these brands are together with Tesla to divert the potential users of multinational luxury car brands. "In the same price and performance smart electric vehicles, replacing the traditional fuel vehicles that everyone is familiar with, this trend is established today, in China, Europe, and the world." When it will exceed BMW 3 fuel cars in the future, Qin Lihong, president of Weilai Automobile, said that this is not an accurate market analysis and an inevitable general trend. "The monthly sales volume of the BMW 3 Series is about 12,000 vehicles. I think the ET5 can stabilize this level after one year. Maybe we sell too much, and the BMW 3 is not less. '? "

Who is less? At present, whether it is the BBA or the second echelon multinational car brand, it is increasing in China. Since last year, the BBA has been difficult to return to the two -digit increase state. Sales in the first half of this year show that Cadillac, Volvo, and Lexus have double -digit declines in China.

Of course, the "Shark" Tesla's diversion effect is the most, and in terms of price structure, local high -end new energy brands also snatched a large part of the potential car owners. From late May to July 2022, several new cars priced at about 400,000 new cars were listed intensively, and the news of pre -sale explosion orders with a price of about 400,000 was listed.

The latest data shows that in August, the sales of new high -end brands from major local factories in China continued to rise. The two -digit ring increase in two -digit ring -on -month increase in the interrogation world, Ji Yan, Lan Tu, and Zhi Ho Ho began to exceed "Wei Xiaoli". Among them, the questioning world of Huawei labeling exceeded 10,000 vehicles, and Geely's January Men's delivery volume also reached 7,166.

This breakthrough is not so much the awakening of the local consumption concept of Chinese people. It is better to go through the market cultivation of nearly ten years. Driven by subsidies and maturity, the consumption foundation of local high -end brands has been formed.

After the 90s "rectifying" a luxury car market?

"We have not yet taken the user portrait. We have sold 200,000 vehicles so far. As far as I have seen some cases, there are BBA owners and Porsche owners. The lock -up 'whole family barrel "is to buy one." Weilai Automobile said.

However, according to Qin Lihong, at present, the Weilai family accounts for 40%of the domestic 300,000-400,000 pure electric vehicle market; Weilai accounts for more than 60%of the pure electric vehicle market with more than 400,000.

On the other hand, Weilai's potential users have begun to be diverted by more new brands, just as Tesla's owners were diverted by Weilai. "If two years ago, I would not choose an electric vehicle because I haven't reached the product I expected." Du Rong said. Wenzhou's 25 -year -old Jianye owner Wang Ke held the same point of view. He believes that even Wei Xiaoli, the cars launched two years ago were the first generation of products, and the cost performance was not high.

Du Rong is engaged in the IT industry. When he likes new technologies, he did not consider fuel vehicles from the beginning. In consideration of electric intelligent functional experience and services, he decisively abandoned the multinational luxury brand. "I don't use luxury cars to support their face. On the contrary, driving a car with cool technology can attract others to communicate with me, and there are topics to discuss it." Du Rong's idea represents most of the interviewed owners. the opinion of. The industry consensus is that after the post -90s entry and becoming a "new force for car purchase", the adhesion of the traditional luxury car's brand is facing the risk of decline.

"Buying this car is a decision after thinking independently to recognize the progress of domestic car brands. From this point, this car meets my pursuit of different mentality, not a problem of face." Wang Ke said, "I have seen it, I have seen it BBA cars did not consider entry luxury cars at the same price at the same time because the social attributes brought by the brand are not my priority. Moreover, the same price, the configuration and various experiences of local high -end electric vehicles are over the level. "

The earlier volume of Wei Xiaoli, who entered the game, still leads. The 27 -year -old Peng Ze was engaged in the civil engineering industry in Xi'an. Four months ago, he mentioned a Weilai ES6, and the price of all procedures was 370,000. His reason to choose Weilai is very representative: "Compared with the BBA's pure tram, under the circumstances of the same momentum, it will be about 100,000 yuan than the same oil vehicle, and then consider the high cost of battery damage and the high cost of these brands maintenance. , So I was drawn in the list. " In addition, Weilai's power exchange service is a savior for "lazy cancer" like him. For some consumers in Beijing and Shanghai, the reasons for spending 300,000 high -end new energy vehicles are more full: First of all, a number of new energy vehicles with preferential policies have met the basic demands of convenient travel and cards; At the same time, the quality, service, and unique scientific and technological attributes corresponding to the price of more than 300,000 brings sufficient high -end new identity labels. This combination is equivalent to achieving "dual satisfaction of underlying material needs and mental needs."

It is new, expensive, and high -level intelligence. These common labels have quickly possessed a large number of fans of local high -end electric vehicle brands that have been born in the past two years. Echoing the new forces of the car, the "new trend of buying a car" is becoming the first fans of local high -end brands.

Depending on the use, these new users are across the 80s-95s, of which the post-90s and post-95s are more inclined to choose these new brands that are more new than Weilai. Their dependence on the old brand system has been greatly reduced, and their interest in new technology and products is unlimited. The price sensitivity of their car purchase is not high, but there are also brand considerations. It means that "there is a large amount of enterprise endorsement to buy it with confidence."

Advanced intelligent experience is the main reason why the post -90s choose new brands. Chinese consumers like new technologies are already the consensus of global auto companies. However, in catering and snatching the "technical early adopters", transnational luxury car brands are obviously more passive in competition with local companies.

SAIC's new high -end smart electric brand Feifan gave reporters a user portrait. "We have done user research. User portraits based on big data are very clear. Our users have a high proportion of men. They are urgent to technology. At the same time, they are willing to choose us. The manufacturing strength and the guarantee of security. "The survey shows that at the product level, the user is most concerned about: smart cockpit and shape.

High -value and car -machine human -machine interaction experience, which is also the common point of almost all high -end electric smart car brands. In order to meet the personalized needs of new forces of car purchase, the technical iteration speed of new brands is constantly refreshing. "The current car owners are too professional. Battery energy, car chip, and the first generation of intelligent driving are like a few treasures." A certain auto industry practitioner told reporters that you do n’t know about this knowledge. Stay.

The marketing model and service users are directly connected to another competition point. Panony, the co -founder of Blockchain Consulting Pong, bought Zhi Ho Ho L7 in May this year and landed 420,000 yuan. In addition to the highest performance and value of this car in the same price, there is also a reason for the "user data rights plan" developed by Zhi Heng. The system allows users to enjoy the value feedback of their own data.

In the past two years, the "ceiling" of the after -sales service created by Weilai has also begun to follow the imitation of car companies. Most of the car owners interviewed said that this was one of the important reasons to determine its purchase. The industry's views believe that in the past many years, car companies have not directly connected to users, but now they have changed, from 2B to 2C, the more high -end, the more urgent want to connect users.

After the 90s, the enthusiasm for new technologies also made them have high tolerance for the new brand. Affected by the shortage of chip and the epidemic on the supply chain, these new brand models are settled from bottom to delivery, and they need to wait for half a year average. Most people choose to accept this waiting time limit for fuel vehicles.

However, not all young people choose the latter between BBA and new brands. "Young people in the two industries of finance and IT are more inclined to try new brands, and local youths in other industries still agree with traditional car brands, and BBA is still the first choice in the case of sufficient budget." Du Rong said. For new brands, Du Rong is also unsatisfactory, that is, the service outlets in third- and fourth -tier cities are still not perfect.

Although Wang Ke from Jiangsu and Zhejiang has chosen a new high -end electric vehicle brand, it bluntly stated that "only accepts comfort, active and passive safety, and intelligent voice interaction, including assisting driving for the time being, and immature technology."

What is luxury

Compared with the market structure, deeper changes occur at the brand cognitive level. "I think the real luxury is not just the luxury of the brand's positioning, just like these new electric vehicle brands, give me the experience, from the scientific and technological content, to the after -sales service and community operations, they are far beyond the traditional luxury brand." Du Rong said. "In the past, the definition of luxury was the strength of blood and brand, but now Chinese car companies enter the luxury car market. By leading the leadership and smart cockpit, the entire luxury definition is brought to a new direction, so it has grabbed the original original. Some markets. Ma Zhenshan interpreted.

The infiltration of intelligent technology has also brought more personalized brands from personal ideals to reality. On September 25, 2021, the first model created by Ding Lei, a former general manager of SAIC-GM Ding Lei, launched the first model-pure electric SUVHIPHIX, priced at 680,000 to 800,000. The landmark has advertised, which is characterized by a series of advanced digital intelligence functions and design. In less than a year, in July 2022, Gaohe's second new car opened pre -sale, the degree of intelligence of the vehicle was further, and the car digital robot -Hiphibot officially got on the car. Although the niche, the speed of Gaohe's digital intelligent technology is the epitome of the path of domestic high -end electric vehicle brands. Cultivating domestic high-end electric vehicle brands, L2.5-L3-level autonomous driving and OTA online upgrades are basically standard, which is more in line with Chinese users' smart cockpit systems.

The entry of technology companies such as Huawei is an important promoter of the high -end Chinese automobile brand. Driven by Yu Chengdong's intensive platform, this year, Huawei has become the main contributor to the hot search in the automotive circle. In -depth technology empowerment of the interrogation world, the deep technology of the Jihu and Avita, Huawei has seized the leading position of autonomous driving and smart cockpits in high -profile, and caused various disputes. The right to speak.

It is worth noting that whether it is BAIC's Polar Fox, Dongfeng's Lan Tu, Avita, a subsidiary of Changan, SAIC's Zhi Ho Ho, or Geely's Permian, these new brands of these large manufacturers emphasize independence, from corporate organization structure to brand operations Complete independence, so as to cut with the original image of the company.

Some opinion believes that "new luxuryism" is a new brand slogan that Mercedes -Benz has continuously spread in the past two years, but in China, the change of consumption trends is defining another "new luxuryism" at the other level.

The inner roll of the night before

The difference in luxury definitions allows the competition between local high -end electric vehicle brands and multinational luxury brands in different dimensions. "Replacement of horsepower with computing power" is the difference between the era of fuel vehicle and the era of electric vehicles. Judging from the current competition of local and multinational brands, it is even more significant that one party rolls on smart software and hardware, and one party focuses on the path of sustainable development. "4 lidar, 7 high -definition cameras, 5 millimeter wave radar, 4 surrounding cameras and 12 ultrasonic wave radars, forming a perception equipment array of 5 weight 36 degrees" On the first day, the Great Wall's high -end smart electric vehicle brand, which has not been delivered, claims to push the technology in the new level to a new level. Whether the outside world is concerned about whether its price of 488,000 yuan can cover costs.

At the same time, Great Wall's other newly transformed high -end intelligent new energy brand -We brand CMO Qiao Xinyu launched a discussion on Weibo on Weibo. It does not mean that the laser radar is "really getting on the car". Only covering all travel scenes is a safe auxiliary driving function. Qiao Xinyu's move to a large extent is to guide the brand's intelligent auxiliary driving system that focuses on the urban road, but the technical route of the two major brands in the same car company has also made the current situation of high -end new energy brands.

This is also the current status of the competition of local high -end smart electric vehicles. At the moment when the autonomous driving has not been allowed by the regulations, many local car companies have loaded the L4 -level driverless system to a new car. After the large -screen competition in the car, as the most expensive parts on smart electric vehicles, the number of sensors, especially lidar, has become the new competition platform of Chinese local electric vehicle brands. The number of new cars on the market, comparing the number of themselves with competing radars and cameras on PPT, has also become conventional operations.

The densely released financial reports showed the pressure of these high -end smart electric brands from the side. In the second quarter of the financial report, Wei Xiaoli's losses are presenting multiple increases; Huawei Automobile Business has become the largest loss section of Huawei. Although the new brands under the large factory still have blood transfusion of the parent company, the profit of the independent operation and independent listing is also the first demand for survival.

Compared with local, luxury brands seem to be completely immersed in another state on electric vehicles. On August 24, Mercedes -Benz EQE electric vehicles were listed in China. With this model that was born on the new Mercedes -Benz's new electric platform and digital production line, Mercedes -Benz once again emphasized its new definition of "luxury" as a car inventor: luxury connotation: luxury connotation Not only is it attached to the advanced level of electric and intelligent driving functions, it is also reflected in the nobleness presented by each detail of the vehicle, as well as whether the manufacturing process adheres to the sustainable development concept. In the introduction of models, electricity and intelligence are limited, and the use of renewable materials and carbon reduction in the entire industrial chain have become the key content. This is also the propaganda idea of ​​BMW's new car listing this year.

Although this is related to the cost of carbon neutralizing carbon at German car companies, and the cost of high carbon emissions exceeding the standard, it also reflects the differences between the idea of ​​brand creation and the different stages of industrial development. However, from a product point of view, the electrification transformation of the multinational luxury car brand has also reached a critical moment. At the billions or even 10 billion -level investment, from 2023, multinational luxury cars and Chinese high -end new energy brands The duel will be officially launched.

It is worth noting that, with the continuous reduction of luxury cars a few years ago, it has different strategies for Chinese consumers to "buy luxury cars" with an entry -level luxury car that falls below 300,000. The multinational luxury car brand has announced high -end this year. Taking Mercedes -Benz as an example, it has repeatedly emphasized the number of high -end luxury cars and customized products with higher profits. The change of this subtle pattern is on the surface the consideration of the profitability of multinational brands, but it is difficult to say that it has nothing to do with the entry of Chinese high -end electric vehicle brands. Because electric smart vehicles involve network information security and the supply chain of smart chips, the localization of multinational brands in China needs to face more weighing and consideration. However, at present, there are already multinational luxury car companies and China's local Internet technology leading enterprises have launched cooperation. As the results of global linked research and development are intended on the new car, whether the multinational luxury car brand will define a new electric luxury threshold, in brand culture In the contest of perceptual levels such as core values, can local high -end new energy brands maintain attractiveness? This is also closely concerned by the industry.

Cui Dongshu, Secretary -General of the National Passenger Vehicle Market Information Joint Association, affirmed the diversion of luxury car users in high -end smart electric vehicle brands in China, but he believes that these Chinese electric brands have a certain distance from "luxury". Ma Zhenshan also reminded that for the competition at the intelligent level, "(leading) is temporary and can be chased." From a long -term perspective, the concept of new and old luxury still needs to be integrated.

Does the luxury of intelligent technology mean the luxury of the brand? Will the multinational luxury car companies define the luxury connotation of the century, will it be the direction of independent high -end brands? This question may have answers in the next two years. Judging from the sales volume in August, more than 10,000 high -end electric vehicles were only Weilai and the questioning world, and multiple brands were still hovering between 1,000 to 4,000 units. In the high -end impact of all car companies, which brands can eventually break the "cracks" and promote luxury? This question may take the answer in ten years.

(Reporter reporters Gao Feichang, Xi Zhenyu, and Wang Shuaiguo also contributed to this article)

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