Editor's introduction: With the gradual layout of independent brands in the field of new energy, the price of independent brands has gradually penetrated into the price market of traditional joint venture brands, and the market share of joint venture brands seriously affected by lack of core has shrunk, and independent brands have taken the opportunity to develop.
The market share of independent brands has continued to rise
A few days ago, the Association announced the ranking of passenger car manufacturers in November, of which 5 of the top ten independent brands entered, including Geely Automobile, BYD, Great Wall Motor, Changan Automobile, and SAIC-GM-Wuling. It is worth noting that Geely Automobile surpassed SAIC Volkswagen in the second place in the ranking of manufacturers, ending the situation in which North and South Volkswagen occupied the first and second places in the ranking.
In fact, from this year's point of view, independent brands once went up, while joint venture brands were affected by chip shortages, and their market share gradually declined. From the data point of view, the market share of independent brands has gone up since July returned to 40%, more than 44% in November, while the total share of North and South Volkswagen is only 13%, it is worth noting that only FAW Toyota has entered the top 10 of the manufacturers' rankings, ranking tenth, and the other three have not entered.
On the one hand, the market share growth of independent brands is greater than that of joint venture brands affected by chip shortages, on the other hand, independent brands are generally upward, and the penetration rate of new energy market is higher.
According to the data of the Association of Automobile Manufacturers, the penetration rate of new energy in independent brands in November was 37.4%, the penetration rate of new energy in luxury vehicles was 19.4%, while the penetration rate of new energy in mainstream joint venture brands was only 3.6%.
The brand penetrates the joint venture price market upwards
In the past, most of the domestic fuel vehicle market was occupied by joint venture brands, and the independent brand market was mostly concentrated in the low-end market below 150,000 yuan.
And independent brands have also begun to build their own star models in the market segment. According to statistics, in the car market, which used to be dominated by joint ventures, independent brands began to penetrate, and in the first 11 months, Geely Emgrand, BYD Qin and Changan Yidong landed on the top 15 list of cars. In the field of SUVs, in the top 5 sales list in November, independent brands occupy four places, namely Haval H6, BYD Song, Changan CS75, Changan CS55, and the other is Tesla MODEL Y.
And in addition, since the outbreak of the new energy market, independent brands have begun to move up in the new energy market brand and exert high-end brands. The new forces of car-making began. According to statistics, the ideal ONE price is 338,000 yuan, WEILAI ES6 is priced from 358,000 yuan, ES8 is priced from 468,000 yuan, EC6 is priced from 368,000 yuan, and Li Bin, founder of WEILAI, said that the average price of WEILAI is more than 430,000 yuan, which is higher than the average price of traditional luxury brands such as Mercedes-Benz, BMW, and Audi.
And in the high-end new energy market, Niolai, ideal sales are higher than the new energy model sales sold by BBA, statistics, in November, NIO delivery reached 10,900 vehicles; ideal ONE only with one model reached 13,500 vehicles. In contrast, BBA new energy models, whether it is BMW ix3, Audi e-tron1, or Mercedes-Benz EQC, their monthly sales are more than a few hundred, BMW iX3 is a better performance in it.
Thanks to the leadership of new car-making forces, traditional independent brands have begun to exert high-end new energy. Geely Kr, Great Wall Salon, Changan UNI Series, Dongfeng Lantu, SAIC Zhiji, BAIC Jihu, etc., almost every independent brand is building its own high-end new energy brand.
High-end new energy independent brands have advantages
In the eyes of industry insiders, independent brands collectively push high-end new energy brands or come naturally. Fu Yuwu, honorary chairman of the Society of Automotive Engineers of China, said: "Independent brands are too familiar with Chinese consumers and too familiar with the characteristics of the demand side. After years of development, independent car companies are well aware of the market demand at various consumption levels, which is not available to foreign brands, which is conducive to the accurate development of enterprises. At the same time, independent car companies have local supply chain advantages and cost competitive advantages. ”
Cui Dongshu said: "In the future, independent new energy brands have great potential for development, and car companies want to gain a firm foothold in this price range, and need to cultivate comprehensive strength, not only to have the basic ability of production and manufacturing, but also to have the ability to meet consumer demand such as intelligence, as well as a strong ability to combine independent systems." ”
In terms of new energy, it is obvious that independent brands are at the forefront of joint venture brands. According to the data of the Association, in the top 15 list of new energy sales in November, only FAW-Volkswagen and SAIC Volkswagen were listed by the joint venture brands, in addition to Tesla, 13 of the TOP15 list are independent brands, of which BYD Automobile ranks first in the sales list with a single monthly sales of 90,100 vehicles. It is worth noting that the sales of fifteen car companies in the TOP15 list have increased year-on-year, which also confirms the good performance of the new energy market.
Although the joint venture brand is late in the layout of new energy, its transformation speed and strength are gradually accelerating. At present, Volkswagen ID.4, ID.6 have been listed, the average monthly sales of a single model is more than 1,000 vehicles, in addition to Volkswagen, Toyota, Honda and other Japanese brands have also formulated a radical strategy, Toyota in the next 5 years in the Chinese market to introduce 30 electrified models, pure electric vehicles account for only 10 models, the other 20 also include plug-in hybrid vehicles, gasoline-electric hybrid vehicles and hydrogen fuel cell vehicles; Honda said that by 2030, pure electric vehicles and hydrogen fuel cell vehicles sales accounted for 40%, Reach 100% by 2040.