比亞迪、小鵬都沒扛住！新能源汽車，開年崩了

氣勢如虹的新能源汽車，開年突然崩了？

這兩天，新能源車企陸續公布了上個月的傳遞資料。

和去年最後一個月比，好慘！

小鵬跌了59%、埃安跌了46%、蔚來跌了44%、比亞迪跌了41%、理想跌了38%；

環比還能增長的，一個是華為問界，漲了35%，另一個是拼命降價的哪吒，漲了95%。

最大的變化：

都是搞增程，理想被華為問界打的滿地找牙；

小鵬新車上市+大降價，但傳遞卻熄火。

當然，同比表現都還可以。

那是因為去年1月算春節月，基數低！

2024開年，特斯拉就打響降價頭炮，model 3和Y的價格，又去到了國内市場的史上最低。

小鵬、哪吒、零跑、阿維塔等車企，均開啟花式降價促銷。

小鵬P7i鵬翼版最高優惠5萬元，哪吒X被譽為“神車”，降到9.88萬起，可以和比亞迪的海豚對對碰了。

這些是降價還活着的車企，但有的車企，感覺快死在沙灘上。

以賣高價車著稱的高合，1月底在多個城市撤店，原因是品牌内部原因，無力繼續在商場經營。

進入到2024年，新能源汽車的競争，已經是“你死我活”的程度了。

默默再為後來者雷軍、小米汽車以及即将上市的SU7，捏一把汗…

小鵬X9熄火

鳳英拖家帶口

一個月前，小鵬汽車開了今年第一場汽車釋出會，X9上市即傳遞，被寄予了很大的期望。

當時釋出會都還沒開完，小鵬就急着宣布，大定破5000台，何小鵬還說要加班加點，勞工春節都不休息。

小鵬汽車創始人何小鵬

結果呢？

小鵬汽車1月傳遞新車8250台，環比跌了59%，跌幅第一；

其中小鵬X9傳遞了2478台...

是産能不行？還是替2月留點“口糧”，把資料做好看點。

不知道，何小鵬看到1月的資料着不着急？

一年前，前長城汽車總經理的王鳳英，“臨危受命”空降小鵬汽車擔任總裁，然而小鵬依舊趕不上造車大勢。

去年小鵬原定20萬年銷量不達标，隻完成了71%，在造車新勢力中墊底。

汽車銷售仍未有起色，小鵬汽車管理層卻已開啟“大換血”。

一家新能源車企，結果管理層幾乎全是傳統老車企的人聚集。

前有王鳳英，後有王鳳英的兩位“關系戶”加入，能否改變小鵬的命運？

根據市場消息，小鵬汽車的生産制造、産品規劃、市場營銷、人力資源等多個部門負責人退休或離職。

其中，前裡斯戰略咨詢進階顧問江子楊接手小鵬的産品規劃，曾是王鳳英在長城汽車時的合作夥伴；

原制造副總裁蔣平退休，前長城汽車制造總經理張利接手小鵬的生産制造。

原營銷副總裁易寒離職重回吉利，王鳳英暫時兼任小鵬的營銷工作。

張利是王鳳英的丈夫，這是夫妻二人，掌握了小鵬的造車和賣車。

更重要的是，小鵬去年的業績壓力已經顯現，利潤下滑，研發投入還在繼續燒錢，小鵬的2024年，隻會更難。

理想龍年第一摔

龍年首月，新能源的銷量傳遞排名，出現了變化。

比亞迪賣了20.15萬輛，環比少賣了14萬輛，但仍是“比王”。

問界取代埃安，成為第二，傳遞了32973輛，給華為長臉了。

理想被問界超越，上個月傳遞31165輛，比問界少1808輛。

埃安就很慘了，跌到第四，賣了24947輛，足足比上月少賣2萬台。

問界在去年下半年，接連推出新M7和M9，完全是照着理想打的。

餘大嘴也學乖了，有樣學樣，新M7和M9都主打家庭用車，大床房、大彩電、大冰箱等，和理想L系有得一拼。

關鍵是價格，就已經降維打擊。

新M7賣24.98萬至32.98萬，而理想L7/L9賣32萬至46萬。

畢竟，問界還背靠華為的鴻蒙等生态系統，再加上價格香，大家都知道該怎麼選。

問界稱，1月全系傳遞32973輛車，其中新M7傳遞31253輛，占了95%。

新M7賣超3萬台，意味着問界M9和M5加起來，才傳遞了1720輛。

據我們了解，售價在47萬-57萬的問界M9，首批優先傳遞時間是今年1月26日，規模傳遞還要等到2月26日。

去年最後一場華為問界釋出會上，餘承東稱，問界新M7大定達到12萬輛！

問界，正在瘋狂掠奪理想的市場。

理想汽車創始人，李想，今年第一天就宣布2024年80萬輛的銷量目标。

意味着，理想汽車每月銷量要在6.66萬輛以上，才有可能完成目标。

結果1月，理想汽車就狠狠地撲街，隻傳遞了3萬輛，半路殺出個程咬金（問界），理想今年怕是也懸了。

小鵬熄火、理想摔跤、埃安賣不動……

2024年，價格混戰的新能源汽車市場，誰會是最後的赢家？

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#07c160;--weui-BLUE: #10aeff;--weui-INDIGO: #1196ff;--weui-PURPLE: #8183ff;--weui-WHITE: rgba(255, 255, 255, .8);--weui-LINK: #7d90a9;--weui-TEXTGREEN: #259c5c;--weui-FG: #fff;--weui-BG: #000;--weui-TAG-TEXT-RED: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .1);--weui-TAG-TEXT-ORANGE: rgba(250, 157, 59, .6);--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: rgba(6, 174, 86, .6);--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: rgba(16, 174, 255, .6);--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .05)}}@media screen and (min-width:1024px){body:not(.pages_skin_pc) .wx-root[data-weui-theme=dark],body:not(.pages_skin_pc) body[data-weui-theme=dark]{--appmsgExtra-BG: #121212}}@media screen and (min-width:1024px){body:not(.pages_skin_pc)body:not(.pages_skin_pc){background:var(--weui-BG-2)}}@media screen and (min-width:1024px) and (prefers-color-scheme:dark){body:not(.pages_skin_pc) .wx-root[data-weui-mode=care]:not([data-weui-theme=light]),body:not(.pages_skin_pc) body[data-weui-mode=care]:not([data-weui-theme=light]){--weui-BG-0: #111;--weui-BG-1: #1e1e1e;--weui-BG-2: #191919;--weui-BG-3: #202020;--weui-BG-4: #404040;--weui-BG-5: #2c2c2c;--weui-FG-0: rgba(255, 255, 255, .85);--weui-FG-HALF: rgba(255, 255, 255, .65);--weui-FG-1: rgba(255, 255, 255, .55);--weui-FG-2: rgba(255, 255, 255, .35);--weui-FG-3: rgba(255, 255, 255, .1);--weui-FG-4: rgba(255, 255, 255, .15);--weui-FG-5: rgba(255, 255, 255, .1);--weui-RED: #fa5151;--weui-ORANGERED: #ff6146;--weui-ORANGE: #c87d2f;--weui-YELLOW: #cc9c00;--weui-GREEN: #74a800;--weui-LIGHTGREEN: #3eb575;--weui-BRAND: #07c160;--weui-BLUE: #10aeff;--weui-INDIGO: #1196ff;--weui-PURPLE: #8183ff;--weui-WHITE: rgba(255, 255, 255, .8);--weui-LINK: #7d90a9;--weui-TEXTGREEN: #259c5c;--weui-FG: #fff;--weui-BG: #000;--weui-TAG-TEXT-RED: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .1);--weui-TAG-TEXT-ORANGE: rgba(250, 157, 59, .6);--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: rgba(6, 174, 86, .6);--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: rgba(16, 174, 255, .6);--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .05)}}@media screen and (min-width:1024px) and (prefers-color-scheme:dark){body:not(.pages_skin_pc) .wx-root:not([data-weui-theme=light]),body:not(.pages_skin_pc) body:not([data-weui-theme=light]){--weui-BG-0: #111;--weui-BG-1: #1e1e1e;--weui-BG-2: #191919;--weui-BG-3: #202020;--weui-BG-4: #404040;--weui-BG-5: #2c2c2c;--weui-FG-0: rgba(255, 255, 255, .8);--weui-FG-HALF: rgba(255, 255, 255, .6);--weui-FG-1: rgba(255, 255, 255, .5);--weui-FG-2: rgba(255, 255, 255, .3);--weui-FG-3: rgba(255, 255, 255, .1);--weui-FG-4: rgba(255, 255, 255, .15);--weui-FG-5: rgba(255, 255, 255, .1);--weui-RED: #fa5151;--weui-ORANGERED: #ff6146;--weui-ORANGE: #c87d2f;--weui-YELLOW: #cc9c00;--weui-GREEN: #74a800;--weui-LIGHTGREEN: #3eb575;--weui-BRAND: #07c160;--weui-BLUE: #10aeff;--weui-INDIGO: #1196ff;--weui-PURPLE: #8183ff;--weui-WHITE: rgba(255, 255, 255, .8);--weui-LINK: #7d90a9;--weui-TEXTGREEN: #259c5c;--weui-FG: #fff;--weui-BG: #000;--weui-TAG-TEXT-RED: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .1);--weui-TAG-TEXT-ORANGE: rgba(250, 157, 59, .6);--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: rgba(6, 174, 86, .6);--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: rgba(16, 174, 255, .6);--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .05)}}@media screen and (min-width:1024px) and (prefers-color-scheme:dark){body:not(.pages_skin_pc) 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#06ae56;--weui-FG: #000;--weui-BG: #fff;--weui-TAG-TEXT-RED: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .1);--weui-TAG-TEXT-ORANGE: #fa9d3b;--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: #06ae56;--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: #10aeff;--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(0, 0, 0, .5);--weui-TAG-BACKGROUND-BLACK: rgba(0, 0, 0, .05)}body,.wx-root{--weui-BG-0: #ededed;--weui-BG-1: #f7f7f7;--weui-BG-2: #fff;--weui-BG-3: #f7f7f7;--weui-BG-4: #4c4c4c;--weui-BG-5: #fff;--weui-FG-0: rgba(0, 0, 0, .9);--weui-FG-HALF: rgba(0, 0, 0, .9);--weui-FG-1: rgba(0, 0, 0, .55);--weui-FG-2: rgba(0, 0, 0, .3);--weui-FG-3: rgba(0, 0, 0, .1);--weui-FG-4: rgba(0, 0, 0, .15);--weui-FG-5: rgba(0, 0, 0, .05);--weui-RED: #fa5151;--weui-ORANGERED: #ff6146;--weui-ORANGE: #fa9d3b;--weui-YELLOW: #ffc300;--weui-GREEN: #91d300;--weui-LIGHTGREEN: #95ec69;--weui-BRAND: #07c160;--weui-BLUE: 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59, .6);--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: rgba(6, 174, 86, .6);--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: rgba(16, 174, 255, .6);--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .05)}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){--discussInput-BG: rgba(255, 255, 255, .03)}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){--nickName-FG: #959595}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){--weui-BG-0: #111;--weui-BG-1: #1e1e1e;--weui-BG-2: #191919;--weui-BG-3: #202020;--weui-BG-4: #404040;--weui-BG-5: #2c2c2c;--weui-FG-0: rgba(255, 255, 255, .8);--weui-FG-HALF: rgba(255, 255, 255, .6);--weui-FG-1: rgba(255, 255, 255, .5);--weui-FG-2: rgba(255, 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