In 2022, under the pressure of national replenishment, superposition of operating costs, and rising product prices, new energy vehicles will usher in a wave of price increases. According to the situation grasped by tram resources, the terminal price of new energy logistics vehicles of car companies that have clearly increased prices has increased by 3,000-7,000 yuan (different models, different increases).
In the face of this year's irreversible wave of new energy logistics vehicle price increases, what are end driver users most concerned about? How much growth can they bear? The answers to these questions are not only of concern to drivers, but also of great guiding significance for car companies and distribution operators to adjust their business strategies, stabilize growth, and ensure the market.
In January, the price and volume rose together, why is there hidden worry
According to the statistics of tram resources, in January 2022, a total of 6329 new energy logistics vehicles were sold (including 799 cross-type passenger cars), an increase of 92% year-on-year, ushering in a "good start".
It seems that the tight supply of chips that began in 2021, the price increase brought about by the price increase of raw materials, and the market pressure of "30% of the national subsidy slope" officially announced at the end of the year will no longer have a negative impact on sales.
The rising price of new energy logistics vehicles and the decline of the national supplement will bring pressure to this year's sales, but "the wolf is coming"?
Shopping malls are like battlefields, full of dangers. Operators with a keen sense of smell, a shrewd mind and a strong sense of danger in times of peace have long been prepared.
As early as December 2021, at the 2021 5th China New Energy Logistics Vehicle Green City Distribution Conference and the First China New Energy Heavy Truck Industry Ecology Conference jointly sponsored by Tram Resources and Chengdu New Energy Automobile Industry Promotion and Application Promotion Association, the participants had a fierce discussion on "2022, the survival and development of the new energy logistics vehicle industry under the intertwining of the three cold currents of economy, policy and cost".
The executives who participated in the discussion agreed that it is an inevitable reality that rising costs and subsidies will put pressure on the development of the industry in 2022. At the same time, everyone is optimistic about this year's market, believing that the market will continue to improve.
The increase in prices in January did not affect the sales of the top new energy vehicle companies, and the sales of the head brand were still hot, confirming the predictions of the guests. At the meeting, the participants said that sales growth is an opportunity, and the first half of 2022 will be a painful period for the industry.
As we all know, January sales are mixed with orders at the end of last year. Some people believe that the sharp increase in sales in January does not mean that end users have accepted the price increase frankly, but may be a consumption "carnival" before the cancellation of the national subsidy. The recurrence of the epidemic in February and the variables brought about by the international situation may cast a shadow on the new energy automobile industry, whose prospects are already obscure.
Market Survey: How much new energy commercial vehicles have risen
Judging from the currently known price increase indicators, most of them are mainly concentrated in the battery and subsidy decline. Taking the micro-surface (equipped with the 41.86kWh lithium iron phosphate battery in the Ningde era) that has long been at the top of the list of best-selling models in the market as an example, combined with the current increase in power batteries and the proportion of national subsidies, an account is calculated.
According to the information held by tram resources, due to the shortage of supply, the price increase of power batteries is about 100 yuan / kWh. In 2022, the subsidy converted into the national subsidy policy (N1 class of pure electric trucks in the public sector) fell by 63 yuan / kWh. That is to say, the price of power batteries increased by 4186 yuan, the national supplement retreated by 2637.2 yuan, and the overall price increase of bicycles was as high as 6823.2 yuan (excluding the price increase of chips and other materials and the cost of customer acquisition).
How has the price of new energy vehicles increased in the terminal market? Tram Resources also did some research.
According to Mr. Yang, a new energy logistics vehicle distribution operator in Guangdong, the price of a brand micro-noodle operated so far in the terminal market has increased by about 3,000 yuan.
"Since the middle of last year, the price has increased twice, and the price of some cars may have to rise once in March and April." Mr. Wang, a new energy logistics vehicle rental and sales company in Dongguan, told Tram Resources that the price of logistics vehicles is not new. At the same time, he also revealed that in addition to the increase in car prices, the exclusive insurance for new energy vehicles implemented on December 27 last year also rose by about 2,000 yuan, which also increased the cost of end drivers.
The factory price of the micro surface rose by 6823.2 yuan, and the price increase to the terminal distribution outlets was only about 3000 yuan? According to insiders in the industry, at present, OEMs generally adopt a steady growth market strategy, and dealers take appropriate concession measures to digest most of the price increase costs.
At present, the increase in the terminal price of new energy logistics vehicles is within the acceptance range of terminal drivers. Mr. Yang and Mr. Wang both said that whether the terminal driver rents a car or buys a car, the monthly payment cost will increase by 100-200 yuan according to the three-year monthly payment conversion.
According to reports, terminal drivers are more concerned about the monthly payment of about 200 yuan per month, but how much empowerment the distribution operator can do. This includes, but is not limited to, extending warranties, increasing freight orders, and appropriately reducing commissions on freight platforms.
Asked about Chengdu, in April, we talked about the way to increase sales
In this survey, tram resources deeply felt that in order to offset the negative impact of the price increase of new energy logistics vehicles on sales, car companies, distributors/operators, and financial service institutions worked together from top to bottom to maximize the cost of price increases and stabilize market sales.
In response to the decline in the overall economic situation, the shortage of chips, the high price of power batteries and other supporting factors, the rise in insurance premiums and the decline of the national subsidy and other factors brought about by the pressure of industry development, not only related to the sustainable and steady development of the entire new energy commercial vehicle industry, but also directly related to the implementation of the urban green freight distribution demonstration project and even the implementation of the national "double carbon" goal.
Overcoming difficulties together, ensuring sales and promoting development is by no means a matter for OEMs, distributors and end users, but requires government, production, learning, research, and the whole industry chain to pool their wisdom and brainstorm.
As the authoritative media of the new energy automobile industry, Tram Resources has been committed to integrating the high-quality resources of the whole industry chain of the industry, building a multilateral win-win platform for government, production, learning, research and use, combining industry hot spots, pain points and blockage topics, exchanging the development trend of cutting-edge technologies of new energy vehicles, displaying the development results of the ecological chain of new energy vehicles, and promoting the healthy and orderly development of the new energy automobile industry.
From April 23rd to 25th, Tram Resources once again joined hands with Chengdu New Energy Automobile Industry Promotion and Application Promotion Association to jointly hold the 5th China New Energy Automobile Industry Conference on "New Trend, New Pattern and New Ecology".
Hundreds of elites in the new energy automobile industry, such as government units, scientific research institutions, associations, vehicle enterprises, parts enterprises, operating dealers, logistics e-commerce platforms, online ride-hailing platforms, charging infrastructure enterprises, and financial service enterprises, gathered together to share the ways of production and sales growth under the new trend, the upgrading of market competition under the new pattern, and the innovation of business models under the new ecology through a variety of forms such as theme forums, theme salons, and new product exhibitions, and explored the opportunities and challenges for the development of the industry in 2022.