Recently, the Passenger Car Market Information Joint Meeting released the November national passenger car market data. The new energy vehicle market, which has maintained a contrarian growth trend this year, continues to be hot, driven by the broader market, new forces such as Xiaopeng, Weilai, Ideal, and Nezha have achieved monthly sales in November. However, the traditional luxury car companies represented by BBA (Mercedes-Benz, BMW, Audi) have not enjoyed this wave of market dividends, and bmw's electric vehicles with the best record have sold only more than 5,000 vehicles in November, and the sales of mercedes-benz and Audi's electric vehicles are relatively dismal, reflecting the slow transformation of luxury fuel vehicle companies.
As the "leading big brother" in the luxury brand of fuel vehicles, under the brand aura, several of the main electric vehicle models currently launched by BBA are not selling well, and even can only rely on a substantial price reduction to attract customers. The reporter recently visited Mercedes-Benz, BMW, Audi and other 4S stores to learn that Mercedes-Benz EQC, Audi e-tron launched a direct drop of 123,000 yuan of large discounts, BMW ix3 price reduction is also about 70,000 yuan.
According to the data compiled by the owner's guide, the best-performing BMW ix3 sold only more than 2240 units in October, the Mercedes-Benz EQC sold only 1072 units in October, and the Audi e-tron sold less than 200 units. In the same period, Tesla's Model Y model monthly sales exceeded 13,000 units, and monthly sales in September exceeded 30,000 units; the "Wei Xiao Li Na" in the new forces achieved monthly sales of more than 10,000 vehicles in November, and this year's cumulative sales are also significantly ahead of BBA's electric vehicles.
Why does the brand's good reputation accumulated in the era of fuel vehicles not bring about the sales of electric vehicles? According to industry analysts, this is related to the fact that Mercedes-Benz and BMW's current electric vehicles are "oil to electricity" products. Professional electric vehicle platform, the battery installation location will be specially designed, but the oil to electricity model may have insufficient battery pack space, battery installation irregularities, car space congestion and other issues. In addition, "oil to electricity" can not be like the pure electric vehicle platform, the beginning of all the functions integrated, but for the needs of customers, separately add some modules, but sometimes the modification is not necessarily reasonable, will sacrifice a certain degree of reliability.
Because of this, BBA's electric vehicles make many consumers feel that they are still "fuel-flavored". Mr. Zhang, who plans to buy a car in the near future, after comparing the electric vehicles under the new forces and BBA, believes that the electric vehicles of the BBA have not been significantly upgraded compared with the fuel vehicles in terms of intelligence, such as some models and configurations cannot use the mobile phone key, the screen in the car cannot be connected by themselves, and the operation of the child lock is still as complicated as the fuel vehicle.
In addition to the lack of intelligent innovation, the recent Mercedes-Benz and BMW electric vehicles have also been exposed to the quality problems of core components such as motors and batteries. On the car quality network platform, there have been more than 120 complaints about the quality of the BMW ix3 battery in the past month. Many car owners said that not long after buying a car, they were asked to return to the 4S store on the grounds of "technology upgrade" to disassemble the battery and replace some modules.
Under the general trend of electrification in the automobile market, the transformation of luxury fuel vehicle companies represented by BBA needs to be accelerated. At present, Audi's latest e-tron has begun to use the pure electric vehicle platform for production. The reporter's experience found that although this car still has a lot of "fuel car" shadows, it has made progress in some aspects of intelligence, such as direct networking in the car, installing a variety of applications on the car screen, and the function is aligned with the smart phone.
Mercedes-Benz also announced this year that it will accelerate the landing of the "all-electric" strategy. Recently, in addition to EQC, two new electric models of EQA and EQB have arrived. However, the reporter's experience found that compared with EQC, these two new cars do not seem to have made great progress in intelligence, and there is no obvious advantage in mileage. The road to electrification of the BBA still seems to have a long way to go.
Image source: Mercedes Benz BMW
Source Beijing Daily Client | Reporter Zhao Yuhan
Edited by Zhao Yuhan
Process Editor Wu Yue