Author 丨 Luo Chao
Responsible editor 丨 Li Sijia
Edit 丨 Chic
Market Overview: Two years ago, the emergence of Wuling Hongguang MINI EV rewrote the development trajectory of small cars, and the strong fermentation of the A00 market not only reversed the shrinking market performance of small cars in one fell swoop, but also made the market segment the main promoter of increasing the penetration rate of new energy. In this way, the Hongguang MINI EV has naturally become a "god car" passed down by word of mouth.
However, with the deep transformation of the market, Hongguang MINI EV wants to become a "forever drop god" in this segment, and the difficulty and resistance are increasing day by day. On the one hand, from the perspective of the overall market situation, although the A00-level new energy market still maintains a growth trend, the growth rate has begun to gradually slow down, the market has entered a period of adjustment, and the momentum of Hongguang MINI EV's previous road-taking and wild running has gradually weakened, and sales have begun to show a downward trend.
Moreover, under the "shadow" of Hongguang MINI EV, SAIC-GM-Wuling models such as Baojun E100, Wuling Nano EV and Wuling KIWI have also failed to meet market expectations. Because of this, when BYD, Chery and other car companies welcomed the growth of new energy share in January, SAIC-GM-Wuling, which had a unique scenery last year, tasted a year-on-year decline at this time.
On the other hand, under the strong cost control of SAIC-GM-Wuling, Hongguang MINI EV has indeed formed an incomparable advantage in price, but this is also the only advantage. Its inability to form a substantial moat on the product side has given many companies the opportunity to compete against each other, and models such as Chery Ice Cream and Changan Benben E-star are further eroding the market share of Hongguang MINI EV. In addition, punk, Reading and a number of low-speed electric vehicle companies upgraded, although they are difficult to directly compete with SAIC-GM-Wuling in the manufacturing system, but the entry threshold of this market segment is low, relying on the penetration rate of long-term opening in the low-line urban market, Reading has established a location advantage in the local market, which will also affect the further sinking of Hongguang MINI EV.
Finally, the hot sales of BYD Dolphin, Euler Good Cat and other models also show that the small car market will not always be the world of A00-class models, and with the continuous exploration and development of high-quality and intelligent, its own market structure will also be biased. It can be seen that when the Euler white cat and the Euler black cat stopped receiving orders, the official explanation given by the Great Wall was the shortage of chips, the decline of subsidy policies and the rise in raw material prices, from which at least two aspects could be seen: one was the vulnerability of the A00-level electric vehicle market itself, and the other was that Euler was eyeing the direction of the boutique upgrade of small cars.
