Introduction |
2022/01/01
"Who says standing in the light is a hero?"
Author 丨 Cui Liwen
Responsible editor 丨 Yang Jing
Edit 丨 Chic
In the 2022 New Year's message released by the Automobile Commune this morning, there is such a passage.
"There are roses here, just dance here." Many people do not realize that Hegel's Principia philosophy of law can have such a playful and light-hearted sentence. Others don't realize that the automotive industry we're in is the land of roses, a stage where people can dance; the era we're in is a new golden age.
Indeed, when the tide of electrification and transformation rushes in, in a new track, change and elimination have become the most profound keywords of the past year. Many times, opportunities and risks often exist at the same time. It is precisely because of this that a group of "lone braves" who took the lead in attacking were created.
Perhaps they have been questioned; perhaps they have not been favored for a long time; perhaps they have not yet fully proved their ability to withstand risks; but what has never been stopped is that they want to dance on this stage that is beautiful enough.
As for who the protagonist really is? Several new forces that have achieved large-scale delivery are building cars, which is the answer.
The New Year's Day holiday, without a moment's rest, has announced the results of terminal delivery in December and 2021 as is customary. Judging from the results, aside from those disturbances, these "lone braves" deserve to be praised fiercely.
You chase me
At the beginning of 2021, I had fantasized that the new forces would usher in a new round of "blowout" under the impetus of the market getting better and better, but I absolutely did not expect that the whole process of jumping and upward would come so vigorously. As the "Wei Xiaoli" of the top three heads, the situation between you chasing me has not stopped for a moment.
Judging from the final results, Xiaopeng delivered a record high of 16,000 vehicles in December and 98,155 vehicles in 2021, successfully winning the new power car sales championship.
"I believe that Xiaopeng Automobile's monthly deliveries in the fourth quarter will continue to increase, and finally successfully exceed the peak monthly delivery of 15,000 units."
In the conference call after the release of the second quarter of this year's financial report, He Xiaopeng made a more optimistic forecast for the next terminal performance. However, after the above Flag was established, the voices full of doubts from the outside world slowly emerged again. And now, a very eye-catching report card has undoubtedly become the best response.
This can't help but lead to a new thinking: anti-super Weilai, take the new forces to build car sales crown, what did Xiaopeng do right?
The answer seems to be concentrated: although in the average price of the new car, the horizontal comparison with Weilai, ideal, Xiaopeng does not have too obvious advantages, but in the current product structure, it is the highest richness and rationality, the price range covers 150,000-400,000 yuan. Such a strategic layout makes it easy for Xiaopeng to achieve greater quantitative changes.
In addition, at the "1024 Science and Technology Day" that ended not long ago, in addition to determining the specific mass production nodes of flying cars, the progress disclosure of the urban NGP pilot assistance system, XPILOT 4.0 related hardware and the 800V supercharging platform made Xiaopeng once again firmly adhere to the label of "intelligence".
Again, "There is no absolutely correct development path, only a shortcut to success that suits you." "Xiaopeng's breakthrough is the best proof."
In contrast, missing the "sales crown" and failing to successfully hit the 100,000 mark may be a slight regret for Weilai. According to the official data released, the delivery volume reached 10,489 vehicles in December, and the delivery volume reached 91,429 vehicles in 2021, ranking second among all new forces.
It is undeniable that external unfavorable factors such as the impact of the epidemic, insufficient supply chain, and factory transformation have seriously dragged down the process of Weilai's terminal impulse in the second half of the year. At the same time, only three long-appearing SUVs, ES8, ES6 and EC6, are on sale throughout the year, and the ability to attract potential customers seems to be relatively limited.
But don't forget that regardless of the outcome, this is still a Chinese high-end luxury new energy brand with an average selling price of more than 400,000 yuan. There was no precedent for convergence. Weilai's successful model is actually difficult to replicate.
Two weeks ago, at the just-concluded 2021 NIO Day, with the determination of the delivery date of ET7, and the release of the "King Bomb" ET5, coupled with the recent spy photos exposed ES7. In 2022, how terrifying the product matrix that Weilai has is, needless to say.
"Although the specific numbers cannot be disclosed, I can guarantee that after the pre-sale opened, ET5 was the product with the largest number of new orders in our history, and even the APP was once squeezed to the point of collapse."
In the interview after NIO Day, Li Bin gave such an answer, and it was obvious that Weilai had finally found its own "explosive model". After having successive new projects, the delivery of 200,000 vehicles in 2022 seems to be the new goal of Li Bin and Weilai.
As for the ideal in third place, with the ideal ONE model alone in December, the delivery volume reached a staggering 14,087 units, and the full year of 2021 deliveries reached 90,491 units. It can be said that with their own strength, they will compete with Xiaopeng and Weilai.
After calm thinking, it is not difficult to find that when the brand effect is more and more weakened, the younger generation of consumers have a variety of intelligent and technological needs for the product itself, and the ideal ONE has just seized the outlet.
In addition, the high cost performance, the function configuration of the level, the more practical interior space, the accurate user positioning and even the super high execution of the offline store, and the market segment entered is very accurate, and it always has an advantage in the benchmarking with competitors.
Because of this, even if there is still controversy, the transformation of the ideal has become an inevitable event.
Moreover, when Li Xiang, as the founder, recently sacrificed the ideal ONE single model in Weibo in November, surpassing the sum of the 5 medium and large SUVs sold by Volkswagen, he has unreservedly elaborated on what is called "murderous heart".
In turn, he fiercely countered the remarks that Volkswagen (China) CEO Feng Sihan once said that "extenders are the worst technical route". Between the above three new forces building cars, a virtuous circle of mutual competition and common progress has long been formed.
There are no losers
"Building a car is like a melting pot, and once you jump into it, it's hard to get out."
Once, when communicating with friends, he talked about the situation that new forces must face if they want to survive in order to build cars. Especially for all brands in the second-tier echelon, they face more severe pressure without the aura of xiaopeng, Weilai and ideal.
Fortunately, thankfully, in 2021, which has passed, as bystanders, we have witnessed the first breakthrough of the three.
The first to bear the brunt is Nezha, according to official data, its December deliveries continued to maintain a performance of breaking 10,100, reaching 10,127 vehicles, reaching 69,674 in 2021, ranking fourth among new forces.
There is no doubt that with a relatively strong terminal performance as a blessing, Nezha is rushing to the head echelon firmly occupied by "Wei Xiaoli".
As the "bottom card" held in its hands at this stage, the Nezha V Pro, which looks at the wind outlet and accurately cuts into the AO-level pure electric car market, undoubtedly continues to play the role of the "foundation" of this new force car, and the delivery volume of a single model has exceeded the 5,000 mark, which is enough to prove the actual needs and recognition of end users.
At the same time, comparing many competitors horizontally, the compact SUV Nezha U Pro has certain advantages in terms of price, intelligent configuration, endurance performance and other dimensions. After the production capacity problem is gradually solved, it also provides strong support for Nezha to achieve more changes as a whole.
And it is foreseeable that in 2022, which has arrived, brand rushing with the help of B-class pure electric coupe Nezha S will become its most important task.
In contrast, WM delivered 5,062 vehicles in December and 44,157 vehicles in 2021, ranking fifth. To be fair, for this new force car manufacturer, which started almost together with Weilai and Xiaopeng, and even once had a certain advantage, it is a pity that it has not come up with a product that can make people shine and completely detonate the terminal.
However, during the Shanghai Auto Show last year, the arrival of the WM W6 still made the outside world see the sincerity of wanting to renew and change. This year, as the flagship of the pure electric sedan sequence, whether the WEMA W6 can sell well or will determine its real ranking in the new forces.
As for the zero run in the sixth place, I would like to say that if it were not for the limited production capacity, it may not have been surpassed by Weima in the last moment. But car-making, after all, is ruthless, even after overcoming the bottleneck in December, deliveries climbed rapidly to 7,807 units, and the annual delivery volume in 2021 was 43,121 units.
Not long ago, Zero Run celebrated the brand's sixth anniversary. Stand at a special node and look back at the road you have traveled.
If in the past five years, this new force has been learning how to adapt to the rules of this new track, which will inevitably pay tuition, and even suffer criticism and fall into the abyss, then the 2021 that is about to pass, zero running seems to have finally gained a foothold.
From T03 accurately cut into the A00-level pure electric car market, obtained the recognition of end users, and harvested enough to support the basic amount of brand survival, to C01 after the entry of almost full state, harvested 150,000-200,000 yuan pure electric SUV market "price butcher" title, can clearly feel the product level, zero running progress.
It is precisely for this reason that at the 2.0 strategy conference, when Zhu Jiangming announced to everyone: "By 2025, our sales target will be 800,000 vehicles." To this end, we will continue to invest in the construction of computing centers and reach a leading level in the field of intelligence, especially in intelligent driving, intelligent cockpit, vehicle networking and power, and continue to build core advantages. ”
And threw out that it will launch 8 models by the end of 2025, covering the price range of less than 350,000, enter the overseas market in 2022, and even in 3 years, catch up with Tesla's "bold words" in the field of automatic driving.
As a bystander, we know that when there is a certain quantitative change as a support, zero runs into the process of trying to pursue greater qualitative change at the enterprise level. However, we need to be vigilant at all times, with the entry of more "barbarians" outside the door, as well as the ocean belonging to China's new energy market, has long been "from blue to red", it is foreseeable that there will still be many difficulties and challenges, gushing in.
"We need to see the cold truth of full prosperity: the future is infinitely better, but the final game is limited." Obviously, Zhu Jiangming was sober enough not to be carried away by the little achievements made temporarily, and this sentence also wanted to be given to several other new forces to build cars.
After all, behind everyone, there have been "latecomers" such as Extreme Krypton, Lantu, Volkswagen ID., and Ahn. Judging only by december deliveries, the gap is narrowing.
As for the end of the article, I would like to say that "Lone Brave" is actually a new song sung by Eason Chan, and the most empathetic lyric is presumably "Who says that standing in the light is a hero".
Xiaopeng, Weilai, Ideal, Nezha, Weima, Zero Run, which one is not ushered in the brilliant bloom of 2021 after experiencing enough unforgettable dark moments.
Lone brave, deserves to be praised!
| Cui Liwen |
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