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The author of this article, pen name used car Xiao Fat, engaged in the used car industry for 18 years, successively served as the country's largest used car market director, dealer group used car person in charge, e-commerce platform vice president, used car appraiser and professional lecturer, professional field author.
The practicality of electric vehicles needs to be improved
Pure electric car behind the used car!
preface:
In 2021, China's automobile production and sales still guarantee a cautiously optimistic total of 20 million + transactions under the influence of chip panic, of which the historic breakthrough of electric vehicles exceeding 20% seems to give many new forces and new brands "chicken blood".
Today we will talk to you about the real retention rate of electric vehicles, and the problems behind this, whether to buy or not, how to buy, when to buy?
Declare a point in advance, I am not opposed to the new energy of the car, intelligent, globalization and other trends, I personally advocate new technologies and innovative products, but the actual market feedback and various problems, we should still uphold the professional attitude of seeking truth from facts to tell everyone, after all, it is not easy for the people to make some money, buy a car, with worry about selling sadness, is it a bit "see death and not save"?
Why is the pure electric vehicle now, the retention rate is low, the depreciation is fast, can it be eased in the future?
Early Tesla residual values were very low
Brand and model awareness influences
The brand awareness of the car, the popularity of the model, has a certain impact on the retention rate of its second-hand car, especially in the early stage, others do not "know the root" situation, similar "net red" cars still have a certain short-term advantage in the retention rate, not only the new forces of car manufacturing, and even now many independent brands from the model name to the sales strategy, all of which are "marketing is king".
Therefore, it is not difficult for everyone to understand that many car brands, especially new forces, the news is continuous, or "the topic is continuous", it is because of maintaining the heat, let everyone pay attention, sometimes "negative news" people think it is also news, better than obscurity!
This point Tesla's "no public relations", Weilai Automobile's "community marketing" these innovative practices to a certain extent to improve the second-hand car retention rate, after all, more people know, more people buy second-hand cars, active transactions, the retention rate can be good!
But this effect is only a short-term effect, a long time, good or not, naturally you will know!
Nio's high-end tone
Price, model and size impact
In the actual law of the retention rate of second-hand cars, relatively speaking, the cheaper the price and the more the sales scale of the car, the better the retention rate and the better the overall price stability.
This is confirmed by electric vehicles, but there are also differences.
The same is Tesla, imported Model X and domestic Model Y, the price difference is doubled, domestic Y sales scale is still large, so the retention rate will naturally be better.
Wuling Hongguang MiniEV, after all, the minimum is less than 30,000 yuan of new cars, used cars thrown away on the 30,000, used cars face the customer base may be large city users as "occupy the standard", toy cars, suburban counties as short-distance tool cars to replace the elderly electric vehicles, so the customer base is wide, sales are large, the retention rate is naturally much better.
Weilai ES6 is relatively better than the ES8 retention rate in the same year, because it is relatively cheaper.
At the same price, the domestic Tesla Model Y is slightly better than the Model 3, because the SUV is relatively better than the sedan, which is also a feature of the retention rate in China, the same money, the Chinese people still like bigger and wider and more functional cars!
So it is not difficult for you to understand why the first car launched by many electric vehicles is a "big and complete" SUV model, right?
Is the SUV still the favorite of the Chinese people?
Price cuts, generations and channel impacts
When the electric vehicle is replaced, it is actually the most uncomfortable for the manufacturer, especially the short-term replacement, after all, many Chinese consumers need "faith and feelings" to buy electric vehicles, 400,000 just bought your car, 3 months later the new model of 390,000, and a lot of new features for assisted driving, can not accept!
Therefore, the strange phenomenon in China is that no one cares about the price increase of electric vehicles, and consumers who reduce the price of electric vehicles hang banners to protect their rights, so many electric vehicles continue to innovate, continuously increase configuration, and constantly increase "body value".
But how many functions, the real frequency of use reached 5%, many functions may be the owner of the car to scrap when not used, mobile phone iteration update depreciation fast, some people say that the car is not a mobile phone + four wheels, then you say, this concept of the car, depreciation is not fast?
What if the electric car can't sell, or what if the old car is not sold? There is no 4S shop buffer for direct operation of manufacturers, and many manufacturers' method is to "give to the leasing company first", in fact, the leasing company is also "not very good to rent", and it is given to the second-hand car market.
The whole batch is sold to the leasing company, it is not cheap, it is certainly not OK, after all, there is a difference between the group purchase and the retail price, and the difference between electric vehicles is still very large, and then transfer to the second-hand car market, which leasing company "over a hand" has no cost and profit? So will the price of used cars get lower and lower?
It is no wonder that Tesla suspended this business after entering the leasing market in China for a period of time, and Wei Xiaoli was determined not to reduce prices when it was difficult to live, and not to sell cheaply to institutional customers such as leasing companies.
There is also this part of the consideration.
Polar Fox Bogner plant
Quality, service and cost of use
This is actually the most important, but the pure electric vehicle is also "moisture" may be relatively large, such as the actual charging situation in winter, the actual mileage, in general, once the sub-zero temperature, the actual endurance of the electric vehicle is reduced by 40% is common.
In addition, the quality of the vehicle, due to the difference between the structure of electric vehicles and fuel vehicles, so the traditional quality problems we do not have much to worry about, mainly is the safety of the battery and the reliability of automatic driving assisted driving, once the problem occurs, and the quality of traditional fuel vehicles are two levels of concern. Fuel vehicles are upset, electric vehicles are deadly.
Because of the direct sales of automobile manufacturing enterprises, the experience of serving under the small-scale system, especially the user thinking of Weilai, Xiaopeng and ideal these "Internet genes" is still very good, at least someone takes care of you, but in the end, whether it can actually solve the problem still needs to be tested by scale and time.
For the actual use cost of electric vehicles, calculating its recent "obvious price increase" premium, as well as the problem of the zero-to-piece ratio of accessories, the impact on the retention rate of electric vehicles is negative, such as a 400,000 electric vehicles, direct service outlets to replace two doors to 80,000, these are problems.
Official certification services for electric vehicles are very important
Officially certified used car services are very important
With the gradual maturity of China's automobile consumption market, more and more consumers are concerned about the impact of second-hand cars, after all, there have been very few people to buy a car to drive to scrap, the average fuel vehicle in first-tier cities is less than 6 years to replace, electric vehicles are replaced in less than 4 years, when changing cars, "value preservation difference" will be deeply implanted in the user's mind, there is no long-term awareness, short-term Internet celebrities cut leek brand models are difficult to later.
The official certification of new energy vehicles used car services is more important than traditional fuel vehicles, after all, data information, accessories system, service network, system security, user rights and interests, purchase of a series of subsequent problems must be provided by manufacturers or service providers, and traditional used car service providers do not fully have this scale and coverage capabilities, which will eventually lead to "transfer costs" to acquire electric vehicles at low prices.
Officially certified used cars can "buy" used cars at a high price, improve the retention rate, do a good job in the service system, and reduce the loss of new car reputation caused by the poor performance of used cars.
5 years ago, Tesla first began to build an officially certified second-hand car system, and then the new forces of Weilai, Xiaopeng and JiKr began to completely release to the market, that is, completely "herding sheep".
The traditional oil truck company official certification used cars do well, one also gave the electric vehicle a great main force, such as Audi official certification used cars to a certain extent weakened the price drop of e-tron used cars, BMW IX3, Roewe series is also similar, FAW-Volkswagen ID series of this product original value repurchase replacement These are the accumulated advantages of the manufacturer's second-hand car level.
BYD electric vehicles
Retention rate changes and purchase recommendations
The retention rate of used cars is constantly changing with the brand and products, there is no absolute good or bad, only a reasonable choice of relative stage, which involves the alternating influence of many factors and policy changes.
It is said that Toyota has a high retention rate, that is to say that the Prado is something, and the Lexus UX electric retention rate is very poor.
It is said that the Buick retention rate is not the same, but Buick GL8, the segment has ranked first for many years, not bad!
It is said that Volvo's retention rate is poor, but after considering the price reduction of new cars and the price reduction of spare parts, the S90 has eased up!
It is said that Mercedes-Benz zero ratio is high, affecting the retention rate, but Mercedes-Benz G, Maybach, the price increase is more expensive than the new car!
For the 13 representative electric vehicles in the market, the main 10 dimensions of retention rate change are affected, for reference only!
Reference to the current status and expectations of the retention rate of 13 electric vehicles
In a word, it is recommended that if you have to buy an electric car, then buy a high visibility on the road, everyone uses, the loss is also a loss for everyone, it is better than the 50% off in one year, 30% in two years, and the broken model in three years!