It has always been said that the engine is the heart of the car. In other words, the powertrain is the core of the car. In an era when the fuel engine/transmission was the core of the powertrain, this german brother was not only that

It has always been said that the engine is the heart of the car. In other words, the powertrain is the core of the car.

In an era when the fuel engine/transmission is the core of the powertrain, the German brothers have a strong accumulation of technology not only in the power system, but also at all levels of the product. So whether it is low-end or high-end products, no matter what the quality, they all enjoy the brand premium, this logic can be understood.

But the era of electric vehicles has roared. In the Chinese market, the sales of various new energy models exceed 10,000 at all. As long as the production can be produced, it is not difficult to sell more than 20,000 or 30,000 per month.

In this era, what is the achievement of the BBA brothers Sandian technology? What is the density of autonomous batteries, how much production capacity, and how safe is it?

Or, the car machine is intelligent, and the automatic driving is one step ahead of friends?

There are also many BBA new energy models. With the blessing of luxury brands, how well does it sell? What is word of mouth? Mercedes-Benz EQC quality is great, the owner is very satisfied?

No one forbids BBA to do new energy models and electric drive systems. But did the BBA really do it?

Because of the heavy historical baggage, they will not pay attention to the electric drive system; and they will not do it well without the heart to do it. No matter how big the brand.

As a result, when everyone wants to buy a new energy vehicle, is the first choice for BBA's new energy model?

I really don't have any points in my heart.

No matter which car manufacturer, if the power system is behind the times, it loses its advantage over friends... Still want to premium, still want to be high-end?

No way.

After all, the car is still a technical product. BBA such an automotive industry brand, don't say that there is a forced grid and faith, the forced grid belief is based on the core technology. Stretching the time a bit, branding is attached to technology and experience, not the other way around.

I know someone is going to talk about the sales volume of the high-end market in the past few years.

Excuse me, Baidu is not difficult. I know that BMW hit a new high in the Chinese market last year, and the Maybach S-Class sold well.

So what, Nokia also dominated the high-end market.

The BBA will still sell well this year, and it will be good next year. After all, the market inertia and brand accumulation of the fuel vehicle market for decades and hundreds of years cannot be eliminated in one or two years.

But the BBA only belongs to the era of fuel vehicles, and the era of fuel vehicles is going to pass.

Within two or three years, 34C began to collapse, three or four years later 56E also began to decline significantly, and after five or six years, the 78S aura would also fade.

As a large part, the technology, product changes, and accompanying brand changes will be slower than fast-moving consumer goods such as mobile phones, but it will definitely happen.

Far from saying, this year, the sales boss of the domestic car market will be replaced by BYD.

I didn't dare to think about it six months ago.

It's hard to imagine how many people will have to buy traditional pure fuel vehicles in three years.

The BBA will face an embarrassing situation at that time: First, everyone is not willing to buy traditional pure fuel vehicles; however, to buy new energy models, BBA's technology, quality, and reputation are very poor.

I can now review the BBA five years later: Do you know why sales are crashing? Because the dish is the original sin.

What beats the BBA is not a better fuel car, but an electric car.

Once the overall experience of new energy is rapidly improved to the point where everyone forms the mentality of "fuel vehicles are very backward, I want to buy a new energy model", the collapse of the BBA begins.

In the current car market, fuel vehicles are still the mainstream. Last year, China's new energy models accounted for only 14% of market sales. However, the process of the rise of new energy has been unstoppable, and the market mentality has gradually changed to a new energy power system. New energy sales in December already accounted for 20% (486,000/2,466,000) and there is no problem in selling 25% to 30% of the entire passenger car market this year.

Even if new energy accounts for 25%, the impact of the BBA will not be too large. However, next year, the year after the year, new energy models will gradually increase to 40% and 50% of the share? When the market is completely tilted towards new energy models, what will BBA do?

The current BBA, like Nokia of the year, looks still glamorous, but in fact it is about to be abandoned by the times.

All the car factories that are not strong enough, no matter how powerful they look now, will gradually fall behind in the era of electric vehicles and then be thrown away.

It is said that the Japanese top three and the public are universal.

The rise of Chinese new energy vehicle manufacturers such as BYD first impacted the low-end models of Japanese Volkswagen. The BBA can also rely on its own price band and brand beliefs to delay the impact of the time.

In another two years, when BYD has packed up the pure fuel models of low-end friends and businesses, the tide of electric vehicles will come and the days of high-end fuel vehicles will not be good.

In the future, BBA, like mechanical watches and vinyl records, will not disappear, but the market positioning will be reduced from a mainstream brand in the high-end market to a large toy for a very small number of people.

In the niche circle, no matter how you play and how to blow, we only need the mainstream market of electric vehicles.