The new energy vehicle market is hot, and major market segments have begun to be lively. For consumers with different needs, such as hot moms who pick up and drop off their children, migrant workers who commute to work, and high-income Kochi people, car companies have done a variety of tricks to create targeted products and achieved good responses. With more and more multi-child families, some car companies have begun to focus on the group of milk dads, and create a new generation of milk dad cars in the new energy era for them - pure electric MPV.
At present, most of the electrification transformation of car companies focuses on the larger SUV and sedan markets, and they are heartless and powerless to the tepid MPV market. However, with the fierce competition of new energy vehicles, the period of incremental enclosure will not last too long, and now the pure electric MPV blue ocean market will be laid out as soon as possible to prepare for the outbreak of the stock user battle.
PART.1
Old and new forces are starting to target pure electric MPV
In 2021, the MPV market ushered in a big year of products, and several joint venture MPV of Kustu, Jiahua and Sai Na made the market segment completely lively, but they are still traditional product ideas and have not kept up with the current electrification trend. Looking at the market, there are only a few pure electric MPV products, and Song MAX EV and SAIC Maxus EUNIQ 5 are the only two mainstream products, which means that this is a blue ocean market that is close to blank.
Although it is blank, it is not clear whether it is a blue ocean or not. Instead of focusing all their energy on a crowded track, some car companies choose to gamble and set their sights on pure electric MPVs. Recently, the Volkswagen T series announced its return in the name of ID.BUZZ, becoming the first MPV member of the ID. family, which has attracted widespread attention. First, because the legendary story of T1 and T2 evokes the memories of many people, and ID.BUZZ reproduce the classic shape, which is really eye-catching. Second, because volkswagen electrification is developing into the MPV market, people are unexpected.
As the vanguard of the transformation of traditional car companies to electrification, Volkswagen's move has more or less represented its optimism about the development potential of the pure electric MPV market, of course, it may only be a pre-emptive strike, whether it is a blue ocean market or not, the status of the pioneer is first secured.
However, as early as last year's Munich Motor Show, Mercedes-Benz released the first pure electric MPV concept car EQT, and is close to mass production, it is reported that it will be listed in 2022. Germany's two giants launched an offensive to the pure electric MPV market one after the other, and there are also rumors that Tesla will launch the first MPV model in 2026, which can't help but think, has the competition prelude to pure electric MPV been quietly opened?
Looking at the Chinese market, there are also early signs of this. Landu Automobile will launch the first MPV Dreamer on April 7, and for Landu, which is currently supported by only one FREE model, the positioning of the second mass-produced model should be more cautious, but it has chosen the MPV market. Also among the brands that have taken such a risky approach is The Extreme Krypton, whose second production model, also a pure electric MPV, is expected to be released within the year. In addition, Weipai, which is currently transforming to a high-end new energy brand, will also launch high-end MPV products this year, although it will most likely be equipped with intelligent DHT hybrid, not pure electric, but also the direction of new energy.
Whether it is transforming or laying the foundation, getting involved in an unpopular market is not a wise choice for these car companies on the surface. But it is undeniable that under the continuous involvement of new and old forces, the neglected market segment of pure electric MPV has begun to appear frequently in the discussion topics inside and outside the industry. The era of pure electric MPV seems to be getting closer and closer.
PART.2
The MPV market that can't afford it
Before discussing the prospects of the pure electric MPV market, we may wish to take a look at the overall MPV market. From the two-child policy to the three-child policy, the MPV market has been widely optimistic, but after several years, this market has not ushered in its flashpoint, whether it is sales volume or growth, it has never caught up with SUVs and cars.
Looking back at the past five years, the sales volume of the MPV market has been declining, from the peak of 2.4964 million vehicles in 2016 to the trough of 1.0505 million vehicles in 2021, and the sales volume has been slashed in just a few years. 2016 is the first year of the full implementation of the two-child policy, and when the public expects the MPV market to continue to grow, it has unexpectedly taken a sharp turn and declined.
After all, the only factor that has a positive pull on the growth of MPV demand is the policy, but there are not a few factors of reverse shock. First of all, the impact of the rapid development of new energy vehicles, 2016-2021 is the period when new energy vehicles open the fast lane, with annual sales of only 329,000 units in 2016, and in 2018, it has exceeded one million sales, followed by exponential growth. Policy dividends, emission pressure, global situation, etc. prompt car companies can not ignore the development of new energy vehicles, energy is naturally diluted, and the two-child policy is not like double points, emission regulations these policies have a direct impact on car companies, so the MPV market has not been paid attention to by car companies.
Secondly, the shackles on the demand side can never be broken. The domestic MPV market has a strong tool car culture, and in the general perception, it is evolved from tool cars and political and commercial dual-use vehicles, rather than travel cars. This deep-seated perception makes it impossible for MPV to match the escalating consumer demand.
At the same time, the widespread rise of six- and seven-seat SUVs has appropriately met the needs of two- and three-child families, making the already declining MPV market worse.
It is worth noting that the trend of electric vehicles that blew up last year also brought an impact to the MPV market to a certain extent. A large part of the users who buy micro and small electric vehicles are additional users, that is, more and more families have more than one car, and since the demand for multi-person travel has been solved by purchasing new energy vehicles, the market space of MPV will inevitably be further squeezed.
Coupled with the decline in the willingness of young people to have two and three children, even in 2022, when the market is picking up, it is foreseeable that the just-needed users in the MPV market will still not grow much. Statistics from the Association show that from January to February this year, the cumulative sales of MPVs were 168,000 units, down 6% year-on-year, and it is still the market segment with the largest decline.
From the perspective of the market environment, it is still so, and when it comes to the specific product experience, pure electric MPVs may not necessarily have great achievements. The core advantage of MPV over cars and SUVs is space, but if the battery pack is added, does such a space advantage still exist on a pure electric platform? This requires a big question mark. In addition, the main travel scenario of MPV is not urban commuting, but the short-distance and long-distance travel demand of many people, and the endurance anxiety and charging anxiety that are currently facing huge bottlenecks have hindered the application of pure electric MPVs.
All of the above situations have doomed the market size of MPV to be difficult to grow in the short term, and this dilemma will not be improved by changing the driving form from gasoline to electric.
Although the growth potential of the MPV market is limited, the volume is still there, and if it can seize the outlet and accurately position it, it is not impossible to share a piece of the pie.
At present, the MPV market presents a dumbbell growth structure, low-end and high-end hot sales, tens of thousands of Wuling Hongguang and more than 200,000 Buick GL8 in two positions to lead the MPV market. However, the recent low-end MPV market has begun to decline, and more than 200,000 high-end MPV has become popular, which is reflected in the continuous hot sales of Trumpchi M8, Roewe iMAX8, Xena and other models, and also reflected in faw Toyota, Hongqi and more and more car companies plan to create high-end MPV.
The change in the development structure of the MPV market has been seen, and high-end has become a key breakthrough in conquering the market. Looking at the MPV models planned to be launched by Volkswagen, Mercedes-Benz, Lantu, Extreme Krypton, etc., they are all above the high-end positioning. Coupled with the identity of electric, these products cater to the high-end, electrification, intelligence of these major outlets, then there will be considerable attention, in the era of change, their launch will also have a milestone significance. But as mentioned earlier, the development of the entire MPV market is too much, pure electric MPV may have a certain market in the future, but it is difficult to become a mainstream choice or a hit.