From the perspective of sales in 2021, in addition to Tesla, there is no joint venture brand model to enter the top ten camps of new energy vehicle sales, the following let us coefficient, in each price range market segment, are occupied by which independent brand models.
First, more than 500,000 yuan range, high-tech HiPhiX
In 2021, luxury brands such as BBA have launched the first smart pure electric vehicles, but the market feedback is not satisfactory. In this segment, Gaohe HiPhiX stood out, winning the sales championship of luxury brand electric vehicles in December, and also won the sales champion in the second half of 2021, raising its eyebrows for its own brands.
The Gaohe HiPhiX sold a total of 4,237 units in 2021 and 919 units in December, overpowering the Porsche Taycan and Mercedes-Benz EQC. Since the price of Mercedes-Benz EQC has dropped to the range of 300,000-400,000 yuan, the sales volume of the traditional BBA top three is considered to be a model with outstanding performance.
In addition to the convenience of luxury configuration, Gaohe HiPhiX has a number of leading technology applications. Such as based on HOA superbody electronic structure, PML programmable intelligent lamps intelligent interactive lamps, dynamic chassis, custom audio audio, ISD intelligent interactive lamps, etc., PML programmable intelligent lamps and ISD intelligent interactive lamps, etc. These configurations are the main factors that attract consumers, and the high-tech content is also its main advantage.
Second, 350,000-500,000 yuan range, Weilai
In the range of 350,000-500,000 yuan, it has always been the market that Weilai has been deeply cultivating. In 2021, NIO ES6 sold 41,474 units, NIO EC6 sold 29,905 units, and NIO ES8 sold 20,050 units. With the results of these models, WEI has achieved its goal of doubling sales in 2020, with a total sales volume of 91,429 units in 2021.
In addition to the original position. Nio launched two models, ET7 and ET5, in the second half of the year, of which the positioning of ET5 in the price range and Tesla Model 3 directly competed. As the earliest "debut" of the new car-making force brand, through several years of product accumulation, as well as technical grinding, there is enough capital to challenge Tesla.
NIO has been at the forefront of the industry in solving mileage anxiety and user services, taking the lead in using power exchange technology, launching many combinations of "worry-free" plan solutions, battery rental, mall services, etc., all of which have a strong attraction to consumers. Sales in this price range have been steadily rising.
Third, 25-35 million yuan range, Xiaopeng, Tang New Energy, ideal ONE
As the sales crown of the new car-making forces in 2021, Xiaopeng Automobile was also the brand with the largest year-on-year growth last year, with a total sales volume of 98,155 units. Xiaopeng P7 single product sales of 60,569 units in the whole year, accounting for more than 60% of the overall sales.
Automatic Navigation Assisted Driving (NGP) is Xiaopeng's more distinctive technology. XPILOT3.0 system combined with the navigation path to achieve the auxiliary driving function, after the driver sets the navigation route, the vehicle can basically achieve automatic navigation from point A to point B, many actions can be completed by NGP instead of manual.
2021 is the year of BYD's sales explosion, with a total sales volume of 730,000 vehicles, and new energy accounted for 81.32%, accounting for only 44.43% in 2020. As a traditional car company, BYD uses its technical advantages in batteries to empower new energy models, and has also set a benchmark for traditional car companies in terms of technological transformation.
In this price range, Tang New Energy sold more than 50,000 units, on the one hand, because Tang EV is equipped with BYD blade batteries, which are sought after by consumers. At the same time, the sales volume of Tang DM (extended range type) is also outstanding, and the establishment and improvement of channels also allows BYD new energy vehicles to have better sales.
Ideal sales in 2021 also entered the "90,000 club", as a single model of the brand is not easy. Ideal ONE's annual sales reached 90,491 units, an increase of 177.37% year-on-year.
As a extended range model, the ideal ONE has achieved a stable market share from its release to the present, and has experienced a more tortuous process, from being questioned to today's stable sales. The main reason is that it has gained a large number of fans with its large space, long endurance, high configuration, and high comfort in the second and third rows.
4. 150,000-300,000 yuan, WM EX5, Volkswagen ID.4 X
In this market segment, it is the most competitive range for traditional fuel vehicles in the past. Due to the rapid development of independent brands, especially the new forces of car manufacturing, and has a relatively advanced technology, the benchmark joint venture model has occupied a certain upper hand.
WM EX5 sales have exceeded 65,000 units, becoming the first A-class pure electric SUV sales in this segment. Ex5 has 12 L2 levels of intelligent driving assistance in its class, including 4 advanced driving aids and 8 safety reminders and assists. Recognized by consumers.
In September last year, WM announced 9 major OTA upgrade strategies, including hedging around the pile + side parking, adding more than 20 SOA scenarios (multimedia, navigation, music, video, etc.), which is a prominent advantage of the WM brand in terms of technology upgrades.
In addition, WM W6 also has a good performance in the market of 150,000-250,000 yuan. It is reported that this year, WM will launch a more high-end M7 model, set up 3 solid-state lidar solutions, and continue to act as the vanguard of new car-making forces in this mainstream market range.
As the sales champion for many consecutive years, Volkswagen is slightly behind in the localization of new energy vehicles. In its main market range of 150,000-300,000 yuan, due to the listing of ID.4 series models, it has improved. Compared with the joint venture brand, Volkswagen has been relatively rapid, and other manufacturers have not yet sold hot models in this price range.
Five, 100,000-15 million yuan, Qin PLUS new energy, AION S, Euler good cat
In this price range, it used to be the position of independent brand models, and in the field of new energy vehicles, the advantages of independent models are more obvious, and they are also larger in terms of magnitude. There are many varieties and obvious differentiation, and consumers can choose the model that suits them.
BYD Qin PLUS New Energy, the total sales volume in 2021 reached 166,000 units, second only to Shenche Hongguang MINIEV. Equipped with BYD blade battery, the mileage can reach up to 600KM, support lightning fast charging, the cost performance is outstanding, and it is also BYD's main product, and the product reputation is better.
Gac Aion AION S will sell 73,000 units in 2021, and with its youthful design language, long endurance and good practical performance, it has captured many young fans. Its ADiGO connected ecosystem enables the AION S Plus's Fully Aware Interaction System (IBCM) to create outstanding human-machine interaction.
Euler good cat, at the beginning of the design for female users is relatively good, cute, stylish design, flexible body, in this market segment has a unique advantage. In terms of intelligent driving assistance, Euler good cats also have better performance. Total sales in 2021 will reach 49,900 units.
Six, within 100,000 yuan, Chery small ants, Hongguang MINIEV
Wuling Hongguang entered from one altar to another. In the era of electric vehicles, the Hongguang MINIEV, which was the first to launch a model within 50,000 yuan, also achieved a record sales of 395451 units, and the sales of a car were more than Tesla combined.
As a transportation and grocery shopping car, Hongguang MINIEV has the advantages of small size and reasonable space. 120 km endurance, buy work commuting, go out shopping, can meet the demand. The threshold is low and it is also popular with young people.
Little Ant is also an important product launched by Chery in the transformation of new energy, with a total sales volume of 76,000 units in 2021 and an overall price of 60,000-80,000 yuan, which has opened up the price difference with Hongguang MINIEV and also occupied a high market share in this range. It is of great significance to Chery Automobile.
summary:
The penetration rate of new energy vehicles is increasing day by day, and in the top ten sales ranks, joint venture brands no longer have an advantage. New car-making forces play a leading role in different market segments. However, with the gradual transformation of traditional independent large factories such as BYD, Geely and Chery, the competition in the new energy market will become more intense.
In the future, the domestic market will enter the "spindle", and the largest mid-range market will usher in an outbreak. Around 150,000 yuan, WM is expected to get more market dividends, of course, the competition will be more intense. In the range of more than 500,000 yuan, imported luxury brands are also eyeing the tiger, BMW iX, Mercedes-Benz EQ series is expected to be localized. Of course, if the joint venture brand does not come up with better products and the right price, perhaps the opportunity will be smaller and smaller. The national automobile industry may have achieved overtaking in curves, and maintaining speed and sustainable development is what everyone expects.