Delivering 20,000 new cars a month is not a dream.
After the Spring Festival in 2022, various new car players have successively announced the January delivery data.
In addition to WM's January deliveries yet, among the remaining players, NIO delivered 9,652 vehicles in January 2022. Xiaopeng and Ideal continued to maintain the performance of breaking 10,000 vehicles, with deliveries of 12,922 vehicles and 12,268 vehicles in January, respectively.
In particular, dark horse runners ran zero, and delivered 8,085 vehicles in January, an exciting year-on-year growth rate of 434%, nearly three times faster than the head players of new cars.
If you turn back the time to 2019 three years ago, you will find that these companies are facing existential crises due to problems such as blocked financing and failure of their first products.
The current achievements mean that these lucky people are getting better. So, how will they perform in 2022, and will they be able to overcome the 20,000-unit delivery mark in a single month?
01
After experiencing a trough, the new car began to dominate one side
The new cars of 2019 are completely two states compared to today.
Weilai, Xiaopeng and Ideal have all fallen into financing difficulties, and their first products have also suffered from vomiting. The earliest batch of Weilai ES8 and Xiaopeng G3 have been complained by users because of their low mileage and poor workmanship quality.
The ideal first product, the SEV trolley project, was directly stranded for policy reasons.
Even if the current dark horse players run zero, the first car S01 has not really opened the market because the audience is too small.
Standing at the beginning of 2022, these survivors who have experienced the knockout of new cars have finally come to their best and began to show the arrogance of each hegemon.
The three Wei Xiaoli in the front row, the difference has been quite obvious.
Nio has the strongest comprehensive strength, with three new cars on sale, ES8, ES6 and EC6, with an average price of 440,000 yuan, and has secured the top luxury electric vehicle company with products and services.
Two more new cars, the ET7 and ET5, will be delivered this year, beginning to expand from the luxury mid-to-large SUV market to the luxury mid-to-large sedan market.
The other two feature "intelligence" and "product power".
In addition to the G9, which will be delivered in the third quarter of this year, Xiaopeng is selling three models, G3i, P7 and P5, focusing on the sedan market of 160,000 to 250,000 yuan, relying on a "smart" trump card to firmly occupy the first camp of new cars through independent research and development of intelligent cockpit and automatic auxiliary driving technology.
Ideal deeply cultivates the dad car market, although there is only one new car Ideal ONE, but finally rely on solid "product power" to win an absolute market share in the 300,000 yuan level home SUV market.
Dark horse players run zero, the main is "high match". At present, the two main products of Zero Run are the T03 of the high-end smart pure electric car priced at 68,900 yuan, and the C11, which is positioned as a fully equipped pure electric SUV with a price of between 160,000 yuan and 200,000 yuan, covering the hottest A00 level in the current market and the mainstream SUV market. This year, a zero-run C01 positioned as a mid-size sedan will also be released and listed.
In the past year, the Zero-Run T03 delivered 38,463 units, accounting for about 89% of the 43,121 units sold in the full year. That is to say, zero-run T03 is the key to the reason why Dark Horse has broken through.
In fact, zero running as a dark horse is not easy to kill, in the T03 A00 level segment, there are already "god car" Hongguang MINI, Euler R1 and other powerful competitors.
The secret to a successful counterattack lies in the "high match".
In terms of power endurance, due to the integrated electric drive assembly completely developed by Zero Run, the system work efficiency is as high as 92.6%.
The T03 is also the only car in the same segment with 80kw of power, with a maximum range of 403 kilometers, surpassing the Great Wall Euler R1 and other similar cars.
In general, the younger generation is no longer simply "kidnapped" by the brand when buying a car, and began to pay more attention to the product itself, and the new car has seized this point, and finally has a segment that they are best at, and won the first victory after climbing out of the trough.
So, towards 2022, what missions do new car builders need to complete?
02
One hand is a hit, the other is self-developed
Wanting to go to the next level, the new car is preparing to do two things, that is, to create a blockbuster car, and the technology is self-researched.
What is a blockbuster car?
In the history of car manufacturing of independent brands, models with monthly sales of more than 10,000 vehicles are usually listed as blockbusters.
Taking 2021 as an example, the Great Wall Haval H6 achieved 370,000 units in the whole year, with an average of about 30,000 units sold every month. Geely Boyue sold 220,000 units for the year, with an average of about 18,000 units sold per month.
Back to new cars, sales heroes are still the simplest and most intuitive measure. However, at present, in addition to the ideal ONE, each single model has not broken through the 10,000 mark.
Blockbuster cars mean a reduction in the cost of scale, an increase in gross profit margins, and an expansion of brand awareness.
Taking Ideal ONE as an example, with the continuous increase in sales, the gross profit margin of ideal vehicles in the third quarter of 2021 has reached 21.1%, ranking first in the gross profit margin of new cars. With ideals in front, new cars have gradually listed the creation of explosive cars as one of the next key tasks.
In fact, Weilai ET5, Xiaopeng P5, and Zero-run C11 are showing the potential of explosive cars.
Orders for NIO ET5 soared after its release, and Li Bin called it "the largest new car in NIO's history with the same order volume in the same period". The Xiaopeng P5 continued to climb after the start of large-scale deliveries in October 2021, with 5,030 units delivered in December. The Zero-Run C11 is a hit on the market, with a cumulative delivery of 4,021 units in 2021.
In fact, T03 has the attributes of a blockbuster car because of the "high-end" strategy, according to the zero-run staff previously disclosed, "In 2021, the company has entered a relatively benign stage of development, the orders in its hands are very thick, and in 2021, it has received orders in its early 90,000 or so, and there are currently about 40,000 orders to be delivered."
To the C11 car, zero-run continues the high-end strategy, focusing on "leapfrogging full matching".
C11 has zero hundred acceleration 4.8 seconds (performance version), bezel-less doors, 2930mm ultra-long wheelbase, the highest endurance of 610 kilometers and other configurations, we found in the test drive, whether it is a large area nappa leather seat package, or the vehicle's LCC, voice interaction and other intelligent experience, C11 has a strong competitiveness in the same class.
It can be seen that the WEILAI ET5 is still aiming at the market of the BMW 3 Series, while the Xiaopeng P5 and Zero Run C11 are playing classic fuel vehicles such as toyota Camry and Volkswagen Magotan.
The P5 equipped with lidar meets the needs of users for intelligence, and the C11, which is mainly equipped with cross-level fully equipped, impresses home users with high cost performance, and each has a field of expertise.
Many signs mean that one of the battlefields of new cars in 2022 will be locked in the creation of blockbuster cars. Whoever can polish their own explosive models as soon as possible can quickly form a fierce offensive in sales.
Another thing is to compete in the self-developed strength of technology.
The car sells more, but it wins a battle, and the players who stand at the forefront of the times understand the importance of technical self-development for the intelligent iteration of the car.
After all, self-development means functional differentiation, iteration speed, and cost control. At present, Wei Xiaoli and Zero Run are adhering to self-research, covering hardware such as electric drives in the field of three electrics, as well as software research and development fields such as perception algorithms in the field of automatic driving.
Zero Run also proposed its own global self-research concept in 2021, a full range of self-development from hardware to software.
In the fiercely competitive new energy vehicle market, only differentiation can be remembered and accepted by the market, and only with fast iteration speed can it adapt to the update rhythm of smart cars, and it is possible to stand out in the fierce crowd.
In 2021, the new car that has completed the sales climb, if you can successfully create their own explosive cars in 2022, and at the same time carry out more in-depth technical self-research, you will have the opportunity to enter the mark of 20,000 vehicles delivered in a single month, doubling the revenue and net profit, which will naturally make these new cars run faster, thus contributing to the emergence of a new first-line player pattern.
03
New tier players are coming soon
What will the development pattern of new cars in 2022 look like? If you talk about sales, new first-line players may be generated between players such as Wei Xiaoli and Zero Run.
Wei Xiao Li hit the line of 20,000 vehicles delivered in a single month, which was based on the premise of WEIO ET7, ET5 delivery, Xiaopeng P5 start-up, and the release and delivery of the ideal X01.
In view of the existing product structure, Zero Run will continue to follow the head players, first sitting on the monthly sales of 10,000 vehicles. After all, zero running on the T03 has become a hit in the A00 class car, and after the C11 was listed, it showed the potential of the explosion with the help of "leapfrog configuration".
Next, if zero-run C01 can continue to be a hit, it is not impossible for zero-run to deliver 20,000 vehicles per month with Weilai and Xiaopeng.
Once the new car players can stably deliver 20,000 vehicles per month, they will stand at the same height as the traditional independent brands in terms of sales. At that time, the vitality of new cars will be more vigorous. Led by Wei Xiaoli, the new front-line player formation composed of dark horses such as zero running will be further formed, becoming the last player to laugh in the tide of car building.
Of course, some new variables will also appear in 2022, such as the self-traveling NV will start delivery in September this year, and the Luoke automobile founded by Chang Jing, the founder of Stone Technology, will make the future of the new front-line pattern full of uncertainty.
In general, the new cars that have achieved results in the high-end and low-end market segments are launching an impact on the mid-to-high-end market, which is also consistent with the trend of the mainland new energy vehicle market from dumbbell type to spinning cone type.
It is not difficult to predict that the new car priced at 150,000-250,000 yuan will become the key to the new car conquest in the future.
According to the forecast of the Association of Automobile Manufacturers, the cumulative sales of new energy vehicles in China are expected to exceed 6 million in 2022, and the market penetration rate is about 22%.
For new cars, if you want to participate in this round of market penetration, you must create a blockbuster car while taking into account the technical self-research, in order to live firmly in 2022.
If it can hit 20,000 units per month in 2022, the new car will basically enter a new stage of quantitative change and qualitative change.
"The Heart of the Car · The connoisseur said" trailer
Thursday, February 24, 20:00-21:00, Wang Xiaopeng, founder and CEO of Yiwei Ruiguang, will be a guest car heart · Experts say that we will talk about the "design and thinking of a new generation of vehicle-mounted lidar."