Car stuff (public number: chedongxi)
Written by | Juice Mumi
Edited by | Xiaohan
In 2022, the new energy subsidy will decline by 30%, will the price of electric vehicles increase?
At the end of 2021, the Ministry of Finance announced that starting from January 1, 2022, the subsidy standard for new energy vehicles will be reduced by 30% on the basis of 2021. That is to say, pure electric models that can get subsidies before will receive subsidies of 3900 yuan or 5400 yuan less according to the mileage.
Subsidies have been reduced, and car companies have either raised prices or paid out of their own pockets to ensure that the price of models remains unchanged. Choosing the former will reduce the cost performance of the vehicle, that is, it may lose some sales. Although choosing the latter can maintain price stability, it will affect the profitability of the enterprise.
For the increasingly competitive new energy vehicle market, whether the price increase will directly affect the sales trend and market seat, which is a big issue that needs to be carefully considered.
In order to figure out the different strategies of major electric vehicle companies for subsidy decline, Che Dongxi recently visited the sales stores of 11 electric vehicle brands in Beijing and Shanghai to depict the faces of electric vehicle companies in the context of subsidy decline.
Overall, the new car manufacturers with good sales data have collectively increased their prices, and Tesla's price increase is the highest (Model Y up 20,000, Model 3 up 10,000).
Traditional car companies are very entangled.
If the sales volume is good, BYD boldly increased the price, and Han even directly rose by 12,000 yuan. Brands with weaker sales such as Geely Geometry have chosen a "gentle price increase" model in which car prices do not rise, but the discounts are reduced.
Finally, some brands such as GAC Aeon have good sales, while brands supported by large groups such as GAC do not care about the problem of decline, and they must maintain price stability out of their own pockets.
▲Car companies should respond to the decline of new energy subsidies
The following is a specific report of the car's visit, and readers can see whether it is consistent with the imagination.
First, the collective price of new cars Tesla rose the most
On the whole, the subsidy decline of new energy vehicles in 2022 will be 2040 yuan, 3900 yuan, 5400 yuan these three grades, plug-in hybrid models are the smallest. In terms of pure electricity, most of the models currently on sale have a mileage of more than 400 kilometers, so many models will face a refund of 5400 yuan.
In the face of such a rebate range, Che Dongxi visited the stores of several car companies with relatively good sales and found that most of the new car companies chose to increase prices.
Tesla has officially announced a price increase in mid-to-late November last year, adjusting the price of domestic Model 3 and Model Y entry-level models, and adjusting it upwards by 4752 yuan. Not long ago, Tesla officially increased the price again, and the current domestic Model Y has risen by 20,000, and the model 3 has increased by 10,000.
Some time ago, Xiaopeng Automobile officially released information that from January 1, 2022 to January 10, 2022, the recommended retail price will remain unchanged from 2021 after the comprehensive subsidy for order customers who complete the deposit payment.
At present, the three models of Xiaopeng Automobile meet the subsidy standard of 18,000 yuan, and each car will reduce the subsidy by 54 million yuan in 2022, and before January 10, the subsidy of 5400 yuan generated by each car will be borne by Xiaopeng Automobile itself.
After the 10th, Xiaopeng Automobile has raised prices in its entirety. Xiaopeng offline store sales staff told Che Stuff that the current Xiaopeng P7 series rose by 4300-5900 yuan, and the price after the latest subsidy was 224,200-409,900 yuan.
The new P5 series rose by 4800-5400 yuan, and the price after the latest subsidy was 162,700-229,300 yuan; the SUV model G3i series rose by 4800-5400 yuan, and the latest subsidy was priced at 154,600-193,200 yuan.
▲ Xiaopeng P5 550P customized price displayed by the clerk
On the other hand, although the price of Weilai Automobile is more than 300,000 yuan, which has exceeded the scope of subsidies, it still enjoys state financial subsidies because it can be replaced.
In early December, NIO announced the subsidy plan for its three models ES6, EC6 and ES8, and users who pay a deposit to purchase ES8, ES6 and EC6 before December 31, 2021, and who pre-market on March 31, 2022, can enjoy subsidies in accordance with the 2021 national subsidy standards. The difference in the middle is made up by Weilai Automobile from its own pocket.
But just a few days ago, the car went to a certain Weilai space, and the sales staff said that the current order can not be enjoyed according to the subsidy standard in 2021, and the subsidy price difference after the decline needs to be borne by the consumer himself.
The main model of zero-running cars, C11, has also increased its price by 2500 yuan, but the sales staff in the store said that the current C11 model can give away a discount of 6000 yuan. That is, if you choose a loan, the interest rate is less than or equal to 6,000 yuan, which is equivalent to interest-free, if it exceeds 6,000 yuan, the consumer only needs to bear the part of more than 6,000 yuan. In addition, optional packages such as seat heating, seat ventilation, privacy car film, wheel hub, etc. have also been reduced from 20,000 yuan to 15,000 yuan.
▲ Zero run C11
Inside the newly built car, Nezha Car has not yet increased its price. Previously, for the subsidy decline, the plan given by Nezha Automobile was that as long as the user was a vehicle ordered in 2021, even if the pick-up time was in 2022, it could also enjoy the subsidy policy in 2021.
As of press time, Che Dong once again contacted the sales staff in the Nezha Automobile Store, who said that they still had not received the price increase notice.
Second, traditional car companies maintain price stability, but 4S stores have disguised price increases
Compared with most of the newly built cars mentioned above, which have raised prices to cope with the rising costs caused by the decline in subsidies, traditional car companies seem to be less affected.
On the surface, only BYD is currently raising prices. BYD, which took a wait-and-see approach to subsidy declines last year, has recently begun to soar. When the car was seen in a CERTAIN BYD offline store a few days ago, the store sales directly said that the best-selling BYD Han models have risen by nearly 12,000, and BYD's dynasty and ocean models have different degrees of price increases.
However, BYD still adopts the traditional sales method, so there will be a certain discount space in the store. BYD clerk told the car that if the negotiation between the two sides is better, it is still possible to negotiate a few thousand yuan of discounts, such as if the owner chooses the replacement method to buy a car, there can be an additional 10,000 yuan of discount.
FAW-Volkswagen had previously sent two pictures on December 7 and December 23 last year, one of which was to remind consumers that the subsidy price would rise by 5400 yuan, and the other was to officially announce that the deposit paid before December 31 could lock in the 2021 new energy national subsidy, which was equivalent to locking in the subsidy rights and interests of some consumers in 2021.
▲Screenshot of FAW-Volkswagen Weibo
The car thing recently visited a SAIC Volkswagen store in Beijing, and the response given by the sales staff in the store was that if it was decided before February 28 this year, it could still enjoy the preferential treatment before the subsidy retreated. That is to say, SAIC Volkswagen is still paying out of its own pocket to make up for the difference in subsidies.
▲Volkswagen ID.4 X
In terms of GAC Aeon, the store sales staff said that Aion S, Aion Y, Aion V, Aion LX PLUS have not increased their prices at present, and the price is the same as that in December last year, and the store has not received a price increase notice. The clerk said that the price should not continue to rise.
Then the car went to the SAIC Roewe store, and the clerk also said that Ei5 and Ei6 will not increase in price at present, and there is a replacement subsidy of 20,000 yuan, but after February, the replacement subsidy will be reduced by 10,000 yuan.
▲SAIC Roewe
Geely's new energy brand geometry currently has no price increase in the two models on sale, Geometry C and Geometry A. But there are fewer concessions in terms of replacement subsidies.
The clerk told the car that the replacement subsidies for geometry C and geometry A were originally 5,000 yuan and now 3,000 yuan; the discount was originally 8,000 yuan, and now it is 5,000 yuan, which is equivalent to 5,000 yuan less in the official discount. In other words, the price of the vehicle has not changed at present, but the discount is less.
▲ Euler good cat
And the Great Wall's Euler did not increase prices. Che Dong learned in a newly opened Euler store that the store currently has two cars for sale, Good Cat and Good Cat GT, and the price has not changed compared with before. And due to the opening of the new store, there is a 200 yuan deposit in the store this month to 1000 yuan of preferential activities, you can also send a 400 or so traffic insurance. If it is decided now, if the car is not delivered before the end of January, it will be subsidized by 420 yuan.
Through these actual situations, it is not difficult to find that the new energy vehicles of these traditional OEMs have a discount of more than 5,000 yuan, and some models will even be more.
In this case, these car companies can choose not to bear the loss caused by the subsidy decline, but to discount the money in the store discount, and then reduce the discount of the store.
Third, the price increase is imperative, the new energy industry will be "weaned"
From the expression of many enterprises, it can also be seen that most of the new cars that have previously adopted insurance prices have increased their prices, although many traditional car companies have not increased prices for the time being, but many preferential policies and rights are gradually decreasing.
Judging from the attitude of car companies and the current situation, these car companies that choose to insure at this stage may eventually take the road of price increase.
In the embryonic stage of the development of new energy vehicles in China, in order to protect this emerging industry, the state has adopted financial subsidy incentive measures, which have formed a certain effect in 2019.
It is also from 2019 that the state began to gradually reduce the impact of financial subsidies and liberalize the market. However, in the second half of 2019, with the decline of financial subsidies, the domestic new energy automobile industry has experienced a rare 6 consecutive declines.
Since 2020, the domestic new energy automobile industry has achieved a bottoming out, began to gradually recover to the scale before the subsidy decline, and even repeatedly reached a new high, which also shows that consumer recognition of new energy vehicles is increasing, and the new energy vehicle market has ushered in a large number of loyal users.
For the entire domestic new energy vehicle market, this is also a very good situation. Any industry that wants to develop from small to large cannot completely rely on government capital investment.
If you use a child as an analogy, the previous new energy automobile industry is still a child who has not yet been weaned, and the decline of subsidies is forcing children to wean, from relying on financial support to complete self-reliance.
In the short term, doing so will create some pain. But in the long run, this will inevitably give birth to a healthier new energy automobile industry.
Conclusion: The new energy vehicle market continues to mature
In the second decade of the 21st century, the domestic new energy automobile industry has achieved a historic breakthrough from 0 to 1. Up to now, the domestic new energy automobile industry has ushered in a new historical breakthrough, and sales have further increased.
But behind this, it should also be noted that the state's financial subsidies still provide convenience for many people to buy new energy vehicles. In order to better develop the industry, financial subsidies began to be gradually withdrawn.
After the complete withdrawal of financial subsidies, the new energy automobile industry will fully enter the state of market economy, and the entire industry will continue to mature.