In the consumer electronics market, and so on, the party will rarely lose, for example, after more than a year of price increases and out-of-stocks, NVIDIA RTX 3000 series graphics cards have finally dropped to the "cabbage price" that TA believes, of course, for this victory you can also think of as a side effect of rapid product iteration on the product.
But this classic theory is not applicable to the new energy vehicle consumer market next door, although the speed of product iteration is not much slower than the consumer electronics market. For example, Xiaopeng Automobile, which has just announced that it has won the top spot in the monthly delivery volume of new car-making forces, has begun to shrink car purchase rights and discounts.
Xiao Peng fired the first shot
According to the information that has been circulating on the Internet in recent days, from December 13, its only three models on sale, Xiaopeng, will shrink to varying degrees in the car purchase rights package and car purchase installment rights and interests placed by new users:
-The Company will reduce the rights of new users of the Xiaopeng P7: 480 and 586 models by CNY 0.5 million, while the 670 version will reduce by CNY 10,000;
- Xiaopeng P5: The rights and interests of the whole family decreased by 0.4 million yuan;
- Xiaopeng G3i: The entire series decreased by 0.5 million yuan.
In addition, the vast majority of models will cancel the 0-interest or low-interest installment plan, and the installment interest rate will return to the normal standard.
The credibility of the news spread on the Internet is actually not high, but the silent Xiaopeng Automobile has a reversal flavor, which basically hammers the authenticity of this tightening of the rights and interests policy.
However, it still needs to be noted that for conventional consumers, the cost of buying a car in installments may be more noteworthy, after all, most of the contracted rights and interests correspond to a series of configuration options, such as colors, wheels and exclusive interiors, etc. The original random selection of optional configurations may now require payment, from the basic level, Xiaopeng still leaves the last time and room for the onlookers.
Xiaopeng in the spotlight is not the only one
Saying that Xiaopeng has been standing in the spotlight for the past two months is no problem, the total sales in November have reached the top of the new power brands, the release of Xiaopeng G9 and this equity contraction event have caused its popularity to rise a lot.
But if you think that Xiaopeng is a little "floating" because of the increase in sales, it is a big mistake, and it is not only Xiaopeng who has increased prices in disguise.
The most pleasing thing for the melon eaters is Tesla, which has been on the cusp of the storm, as early as the end of November, the domestic Model 3 and some versions of the Model Y have directly raised prices ranging from 5,000 to 15,000 yuan.
Another unexpected operation is that tesla's recent delivery of the Model 3 and Model Y after the price increase canceled the millimeter wave radar of some models, and the wireless charging function was also reduced, which is much more aggressive than Xiaopeng's strategy.
In addition, Weilai and Nezha Automobile have also given the deadline for cash discounts, such as Nezha Automobile announcing that the conditions for Nezha U's 5,000 yuan cash discount are limited to December 28, and Weilai Automobile can only obtain subsidies of up to 18,000 yuan after locking orders and paying deposits this year.
Every clear deadline is basically urging the onlooker to hurry forward.
Why are the new energy vehicle companies that have raised prices?
The price increase of a simple car company is not uncommon, which is not enough to explain too many problems, but the follow-up of the entire industry basically reveals the changes in the overall environment.
The first to bear the brunt of this wave of new energy price increases is the basically conclusive subsidy decline, the sales of new energy vehicles in 2021 did exceed most people's expectations, and the monthly penetration rate of more than 20% is enough to prove that new energy vehicles have been affirmed by the market.
Therefore, the 2020-2022 standard issued by the relevant departments, the standard of reducing 30% on the basis of the subsidy of the previous year every year does not have any resistance and concern, and the pure electric vehicle subsidy with a battery life of more than 400km will be reduced by 5400 yuan according to this implementation.
Subsidies are one thing, and the other market environment is another.
In the second half of this year, the lack of core storm that has been making a lot of noise has not yet eased up, and the chip cost that remains at a high price still needs end users to pay the bill, taking advantage of the opportunity of the decline of subsidies next year to increase this part of the cost to the price of new cars, how to see it seems to be a good choice.
Secondly, the rise in the cost of the most basic lithium, steel, and aluminum materials is also quite critical, and even BYD, which has exploded in sales this year, has also issued an announcement of a 20% increase in the price of battery products, and Guoxuan Hi-Tech and Penghui Energy have also followed suit.
This price increase makes the battery has a relatively high cost ratio of pure electric vehicle profits sharply compressed, while the annual sales of limited new forces brand want to rely on the supplier pressure flat cost rise is basically a fool's dream, in addition to the price increase in the terminal product, there should be no car company to come up with a second way.
Write at the end
In fact, in the final analysis, the rise in prices is not something that car OEMs are willing to see, in this regard, whether it is a new force or a traditional brand is consistent, after all, only price stability can maintain the brand image, but also so that the already weak second-hand trading market can maintain a high residual rate. So in this wave of price increases, the decline of subsidies is inevitable, and the only thing that conventional consumers can pin their hopes on after the price increase is obviously the return to normal of the upstream automobile industry, only in this way, buying a car can be more cost-effective, isn't it?