The sales results of the new car-making forces in 2021 were announced, and Xiaopeng pressed Weilai to win the championship

At the beginning of 2022, the new car-making brand announced its vehicle delivery results for the whole year of 2021. Among them, Xiaopeng, Weilai and Ideal delivered more than 90,000 vehicles throughout the year, forming the first camp of the new force "Xiao Weili". In the second echelon, WM and Zero Run respectively handed over a sales performance of 40,000 +, and Nezha Automobile ranked at the head of the second echelon, with annual sales of nearly 70,000 vehicles.

"Xiao WeiLi" led the sales of new forces

Xiaopeng Automobile's total deliveries reached 16,000 units in December 2021, an increase of 181% year-on-year. Among them, the P7 model delivered 7,459 vehicles in the same month, with a total of 60,569 vehicles delivered for the whole year, accounting for 62% of the total delivery volume of the whole year; the P5 model, which began delivery in October last year, delivered 5,030 vehicles in December, and the cumulative annual delivery volume of Xiaopeng G3 series products reached 29,721 units.

In the whole year of 2021, Xiaopeng Automobile delivered a total of 98,155 units, reaching 3.6 times that of 2020. Being able to win the annual sales crown of the new forces in one fell swoop stems from the rich product matrix of Xiaopeng Automobile, from SUVs to cars, which can not only cover the mainstream market segments, but also meet the needs of different users with a large price range. In terms of brand power, Xiaopeng Automobile has always been focusing on the "intelligent" attribute, which is also in line with the car purchase needs of young users.

NIO delivered 10,489 new vehicles in December 2021, up 49.7% year-on-year. A total of 91,429 new vehicles were delivered in the whole year, an increase of 109.1% year-on-year. Although the delivery of new cars has been plagued by chip shortages, Weilai, which has been deeply involved in the high-end market, has a strong user base, thanks to the strength of its brand power, especially after the advent of ET7 and ET5 models, many users still choose to make up their minds. At the same time, in March this year, NIO ET7 models will open delivery, I believe that with the newly opened sedan market, NIO's sales this year will continue to be bullish.

Ideal Delivered 14,087 new vehicles in December 2021, up 130.0% year-on-year. A total of 90,491 units were delivered for the year, an increase of 177.4% over 2020. Although in the first camp, the sales volume of the ideal car is temporarily in the last place, it is worth noting that there is only one ideal ONE in the model on sale, and it has entered the top three sales with a single model, which just proves that the product strength of the ideal car has been greatly recognized by the end user.

In 2021, the cumulative sales of Xiaopeng, Weilai and Ideal have approached the "big mark" of 100,000 vehicles, which can prove that the three leading new power brands have basically completed the goal of "living". However, compared with the expected sales of 3.4 million vehicles in the car market for the whole year, their sales share is still very small, especially Tesla, a strong competitor, whose sales in China in the first 11 months of 2021 have exceeded 400,000 vehicles, equivalent to the total sales of the three companies in the whole year. Therefore, continuous efforts to segment the market and enrich the product matrix to boost sales are important goals for the development of new power brands.

The second echelon of enterprises is catching up fast

According to the sales data for the whole year of 2021, Nezha, WM and Zero Run constitute the second echelon of new power brands. Although it is not as strong as the strong sales data of the first echelon, some of the three new car manufacturers have seen rapid sales growth, while others have performed dismal.

Nezha Automobile delivered 10,127 units in December 2021, an increase of 236% year-on-year. A total of 69,674 vehicles were delivered for the full year, an increase of 362% year-on-year. As a dark horse of the new power brand, Nezha Automobile has been catching up, with Nezha U Pro, Nezha V and Nezha V Pro three models on sale, has achieved 10 consecutive months of sales growth. At the same time, Nezha Automobile completed the layout of Nezha power supply in 150 cities across the country, with 1,637 free charging stations and 19,663 DC charging piles, covering more than 95% of the user use areas.

Outstanding performance in the second echelon.

In December 2021, WM Motor delivered 5,062 vehicles, and in 2021, it delivered 44,157 vehicles, an increase of 96.3% year-on-year, close to the total number of cumulative deliveries in the past three years. WM's sales performance in 2021 tends to be flat, and whether the WM M7, which will be delivered in the second half of this year, can help WM increase sales is unknown. After all, the new power brands of the first echelon have begun to lay out the car market, and only from the perspective of brand strength, the competition faced by WM M7 will be very fierce.

Although the zero-run car is at the bottom of the sales ranking of the new forces, its sales performance in 2021 is very good. In December 2021, ZeroCar delivered a total of 7,807 vehicles, an increase of 368% year-on-year, and the cumulative delivery volume for the whole year reached 43,121 units. At present, there are two models on sale, T03 and C11, of which the T03 model delivered 38,463 units in the whole year, accounting for about 89%, becoming the main model of the brand.

The sales growth rate of the second echelon brands is relatively fast, and the delivery gap between enterprises is also getting larger, although they have found their own positioning in the product level and market segment, but in the face of the strong impact of independent brands and joint venture import brands, the market competition will be more intense in 2022.

Although the delivery of new power brands is difficult to shake the market share of the automobile group, from the perspective of brand power and user experience, the new power brand has gradually gained the recognition of C-end users. In 2022, the high-end brands of car companies will once again sweep the market, and the new forces of car manufacturing will also usher in a new round of "internal and external troubles".