What can be changed in 5 years? It can make Tesla grow into a new energy vehicle company with annual sales of millions of vehicles, and it can also make BYD quickly rise to become the world's second largest new energy giant, but it can also make a car company fall from unlimited scenery to the abyss.
In stark contrast to the spring breeze of BYD and Tesla, it is BAIC BJEV (now part of BAIC Blue Valley). In 2017, it was also the world's first car company in terms of electric vehicle sales, with sales of pure electric models exceeding 100,000 vehicles, and won the champion of Pure Electric Vehicle sales in China for seven consecutive years, and in 2019, the annual sales of BAIC BJEV were as high as 150,000 vehicles.
However, BAIC BJEV's situation took a sharp turn for the worse in 2020, with annual sales of 25,900 units, down 82.8% year-on-year. In 2021, only 26217 vehicles were sold, and in 2020, its annual loss reached 6 billion yuan, and in 2021, Beiqi Blue Valley is expected to lose 4.8-5.3 billion yuan, with a loss of more than 10 billion yuan in two years. Why does BAIC BJEV say that it collapsed?
Sales are concentrated in the B-end market
For a long time, BAIC BJEV has had a high proportion in the B-end market. According to people familiar with the matter, 70% of the cars are sold to the B-end market, relying on the taxi and online car market, BAIC BJEV has indeed achieved eye-catching sales results in the past few years. In addition, at that time, the subsidy amount of new energy was relatively high, and the subsidy for a new energy vehicle (national supplement + land subsidy) often ranged from tens of thousands to hundreds of thousands, and BAIC was naturally able to earn higher profits.
However, due to the epidemic, the demand for the online car market and the taxi market has stagnated, resulting in BAIC BJEV's models not being able to sell in the B-end market. In the C-end market, BAIC BJEV's models lack market competitiveness, and it is reasonable to face the decline of BYD, great wall, Chery and even new car-making forces.
The low-end stalls, the high-end is unstable
At present, BAIC BJEV models, mainly EC, EU and EX three series, but most of them are low-end models, the current EU7 preferential margin of more than 30,000, EX3 preferential margin of about 20,000 yuan, and EX5 is able to give more than 50,000 yuan of concessions, but even with such a high preferential margin, BAIC BJEV's product sales in the market are not satisfactory, sales are far behind BYD, Wuling, Great Wall and other car companies.
In terms of high-end models, BAIC BJEV launched the Jihu brand, although behind huawei, Magna, Ningde era and other "big guys" support, but also equipped with Huawei's automatic driving technology, but from the data point of view, the two models of Jihu sold a total of 4993 vehicles in 2021, less than the sales of new car-making forces such as Weilai Ideal Xiaopeng for a month.
The low-end does not go, and the high-end rushes up, resulting in the loss of BAIC BJEV up and down, and it is difficult to move forward.
Lack of core technology
On the other hand, although BAIC BJEV has an earlier layout in the field of new energy, it has always lacked core technology, and its low-end models are mostly oil-to-electric models, with weak endurance, serious virtual standards, general driving experience, and in terms of automatic driving technology and intelligent interconnection, there are no highlights, in contrast to other brands, BYD has core technologies such as blade batteries and e-platform 3.0, NIO focuses on technology and service quality, the ideal ONE competes through the dislocation of six-seat extender daddy cars, And Xiaopeng's autonomous driving technology experience is excellent, and it has been mass-produced and listed. Baiqi's pure electric model has not shown any unique product highlights, and the Polar Fox Alpha s Huawei Hi Version equipped with Huawei's automatic driving technology has not yet been delivered. In the final analysis, the core technology is the first productive force, and what BAIC lacks most is its own core technology.
It is precisely for these reasons that BAIC BJEV from the first global sales at that time, fell to today's annual sales of only 20,000 vehicles, the annual loss of more than 5 billion, BAIC for us very vivid interpretation, what is called not to advance or retreat, backed by Mercedes-Benz, Hyundai and other car brands, BAIC for many years but does not want to forge ahead, has not had its own core technology, in the fierce market competition gradually lost, not without reason, if BAIC can not seize the wave of new energy, waiting for the end of BAIC, It could just be the next Brilliance.