In the era of the post-90s, the requirements for cars seem to range from the pursuit of high cost performance of the whole vehicle to whether the interconnection of vehicles and machines is fun and fresh. With the change of the main force of car purchase, car companies are also making changes, so in this year, 10 new car brands have been born, which shows that many car companies are in full swing in the aspect of intelligent electric vehicles.
Under the influence of new car-making forces, traditional car companies have accelerated their entry speed, so that the competition between new and old players has gradually become white-hot. This year's Guangzhou Auto Show can be said to be a "fairy fight", Avita Technology, Feifan Automobile, Sharon Automobile Zhizhi Zhizhi Automobile and other traditional car companies' intelligent and intelligent masterpieces have "concentrated influx, and even technology companies such as Xiaomi and Xiaoniu or cross-border enterprises have also chosen to "build cars in the future". Standing at the cusp of new energy, who doesn't want to be the next Tesla?
The "trumpets" of traditional car companies have landed
Following the impact of BAIC and Dongfeng on the high-end plate of new energy vehicles through jilan tulantu last year, more independent brands have entered the high-end bureau this year. However, previously independent brands were not popular in the high-end sector, and now many traditional car companies have attacked the new energy vehicle market of more than 300,000 through their "masterpieces".
In November, Avita, a high-end electric vehicle brand jointly built by Changan, Huawei and CATL, was officially released. Judging from the lineup alone, Avita's first model has started from a high point. From the appearance point of view, competitors are locked in Tesla Model Y and Weilai ES6, but these two are relatively popular models, and it is obviously not difficult to break through in these two. It is reported that Avita 11 will be released in the second quarter of next year, mass production in the third quarter and the first delivery will be completed.
At the same time, feifan automobile was seen at this year's Guangzhou auto show, debuting its medium and large SUV and named "Feifan R7", which will be officially listed in the second half of next year. Previously, the R brand was not out of the circle among the brands built by SAIC. Just on October 29, SAIC Motor announced that the brand has become an independent brand through Feifan Automobile and will carry out market-oriented operations. This wave of operations has made the positioning of the R automobile brand clearer, and also reflects SAIC's determination to accelerate the development of high-end intelligent electric vehicles. Wu Bing, CEO of Feifan Automobile, said: "The high-end market is a must-compete place, and Feifan Automobile is aimed at this market segment."
In addition to Changan and SAIC, two members of the "national team", Great Wall also released its luxury pure electric model - mecha dragon - at this year's Guangzhou Auto Show. In order to better compete in the new market, the salon will adopt a completely independent market-oriented operation, and the goal is to become the first brand of pure electricity in China with 400,000 yuan to 800,000 yuan.
Seize market share with the model matrix
When many new brands launched their first models, there were already "players" who used the model camp to seize market share one step ahead. For example, after the official launch of Dongfeng Lantu's first model FREE, its second mass-produced model "Dreamer" was released at this year's Guangzhou Auto Show, positioning itself as a large luxury pure electric MPV. At the same time, another high-end zhiji under SAIC Motor Group has been jointly created by Alibaba and Zhangjiang Hi-Tech. The brand also listed its first product, L7, this year, and has also released the medium-sized SUV Zhiji LS7 and the concept car Zhiji AIRO, preparing to seize the domestic new energy vehicle market share with a new model.
Many "new players" have enthusiastically joined, which is nothing more than looking at the high profit and incremental space of the market. According to data, the sales volume of the domestic luxury pure electric vehicle market in the first three quarters of this year increased by 600% year-on-year, and Tesla, Weilai, Xiaopeng and Ideal Automobile, which are mainly focusing on the high-end market, have achieved considerable sales results. Among them, the average selling price of Weilai Automobile is more than 434,700 yuan, which makes the gross profit margin of Weilai Automobile turn positive and break through double digits. Compared with the fiercely competitive low-end models, the high-end new energy market is still a blue ocean. As young people gradually become the mainstream purchasing power of the market, new brands can be accepted by more consumers.
If you want to get more attention, of course, you must meet the needs of consumers, so many new brands will be intelligent as a selling point. Some time ago, China Securities Securities made an analysis of the current new energy market, saying that in the future, intelligence will become the winner and loser of industry competition. It is worth mentioning that selling points such as autonomous driving, lidar, and new platforms have made technology companies smell business opportunities.
Among them, Huawei, which has the slogan of "vowing not to build a car", exports its high-end technology by looking for high-quality partners. Xilisi is deeply tied up with Huawei, launched the AITO brand to impact the high-end new energy city, and Baidu, which is also a technology company, joined hands with Geely Jidu Jidu Automobile to rush into the car manufacturing industry, and is expected to launch its first model in 2023, which will use an intelligent digital cockpit system jointly supported by Baidu and Qualcomm.
In the face of such a general trend, more cross-border enterprises can't sit still, and they have chosen to "personally go down" as a new car-making force. It is reported that this year, many new forces such as Xiaomi Auto Box Auto Self-Tour Auto Self-Tour Home Auto Bin Li Bin Li have entered the game. Among them, As the first Xiaomi to build a car alone, it will invest $10 billion in car manufacturing in the next decade and achieve mass production of the first car in 2024.
Auto Network Review: New and old players have entered the game, and the "inner volume" continues to heat up
According to the data released by the Association of Passenger Vehicles, we understand that the penetration rate from January to November this year is 13.9%, according to which the Association predicts that the penetration rate of new energy passenger vehicles can exceed 20% in 2022. In the broad category of new energy vehicles, smart pure electric vehicles are occupying an overwhelming proportion. In the face of such a large growth trend, what capital will let go of the opportunity to eat dividends?
Therefore, the competition between new and old brands is becoming more and more fierce, and it can be described as "a hundred flowers blooming" in terms of intelligence, and they have shown their own good tricks to attract consumers. Such "inner rolls" are a good thing for consumers, there are more choices of models, and for brands, this situation is both a challenge and an opportunity.