Q ask, who is the best-selling new power pure electric SUV in 2021?
It is estimated that most people will go to "Wei Xiaoli" to find the answer, but the answer is not among the so-called three new forces.
In 2021, Nezha V delivered a total of 49,646 units, an increase of 15 times year-on-year, becoming the top of the pure electric SUV sales of the new force of the year.
Unexpected, right?
In 2021, Nezha Automobile delivered a total of 69,674 units, delivered more than 10,000 units for two consecutive months, standing firm in the first echelon of new forces, an increase of 362% year-on-year, 2 times the overall growth rate of the new energy automobile industry, and becoming the fastest growing new energy vehicle brand in 2021.
Just this past February, Nezha Automobile once again relied on the delivery of 7117 vehicles, and the list of new forces entered another place, ranking second, surpassing Xiaopeng Automobile and Weilai Automobile, second only to Ideal Automobile, an increase of 255% over the same period last year.
Why can Nezha cars stand out?
From the start of sales in November 2018 to the end of 2021, Nezha Automobile has delivered a total of 95,977 units, approaching the mark of 100,000 units. In these 37 months, more than 80% of the sales volume was completed by Nezha Automobile in the past 15 months. Sales in 2021 accounted for 72% of the total sales volume in the calendar year, and the sales volume in the fourth year alone was 2.5 times that of the previous three years. Among them, the last two months of 2012 were realized, with continuous monthly sales of more than 10,000.
On January 8, 2022, Nezha Automobile rolled off the production line for its 100,000th mass production vehicle, which took only 42 months.
To put it bluntly, why did the unknown Nezha Automobile rise to the occasion and surpass many competitors?
People familiar with the car market will say that Nezha car takes the economic route, the price of bicycles is low, the price of small SUV Nezha V is only about 70,000 yuan, and the price of the compact SUV Nezha U Pro is only in the price range of 100,000-160,000. This market capacity is very large, and the threshold for consumer acceptance is not high. Compared with brands such as Weilai and Ideal, it emphasizes economy, so it can be quickly volumeted.
There is some truth to that. However, there are not many new energy brands that take the economic route, why is Nezha the only one who can rise rapidly in 2021?
There is a famous bamboo law that can explain this phenomenon.
Bamboo is 4 years old and may only be 3 cm long. But from the fifth year, it will grow at a rate of 30 centimeters per day and grow to 15 meters in 6 weeks. This is because in the first 4 years, bamboo has extended its roots into the soil for hundreds of square meters.
Nezha Automobile has experienced bamboo-like rooting and extension, and in the past few years, it has continuously polished products, built sales and service networks, and finally achieved explosive growth. However, many car companies did not survive the "3 centimeters of bamboo in the early stage" and fell before dawn.
Nezha S still faces several major problems
After Nezha V and Nezha U continue to sell well, Nezha Automobile is about to launch a B-class new energy car - Nezha S. It will face Tesla Model 3, WEIO ET5, Xiaopeng P7 and BYD Han and other models.
So the question is, can Nezha Automobile, which has always claimed equal rights in science and technology, open up the situation in the B-class car market?
In my opinion, Nezha S faces three major problems, first, whether Nezha S is competitive compared to competitors; second, whether Nezha automobile brand height can support the B-class car market; third, whether Nezha's sales service system can be upgraded to a higher standard.
From the perspective of product strength, because there are not many Nezha S product descriptions that can be obtained at present, we can analyze the competitiveness of the model from the underlying architecture of Nezha S.
Nezha S is the first product under the latest release of Nezha Automobile's "Shanhai Platform".
Shanhai Platform is a self-developed intelligent and safe car platform of Nezha Automobile, which integrates high safety, high scalability, high intelligence and environmental friendliness.
In terms of network security, we comprehensively protect user privacy and vehicle system security; in terms of functional safety, we create a platform redundancy and functional safety development system, and double backup of the perception system, key actuators and controllers at all costs to ensure that in extreme scenarios, we can still respond calmly; in terms of battery safety, active and passive two-pronged approach, at the cell level, module level, and package level, layer by layer suppression, multiple rounds of thermal runaway simulation to ensure that the measures are effective.
In terms of performance, the high-performance and high-expansion chassis architecture of the "Shanhai Platform" will make Nezha S equipped with track-level double wishbones + five-link suspension, the front and rear counterweight ratio reaches 50:50, and the elk test score is as high as 80km/h.
More importantly, the universal rate of model parts developed based on the "Shanhai Platform" can reach 80%, the research and development time is reduced by 8 months, and the cost is reduced by 30%-40%, which explains the proposition of equal rights of Nezha Automobile Technology from the cost.
The following comes to the intelligent aspect that everyone is most concerned about, Nezha S will have TA PILOT4.0 function, which can realize the NNP intelligent navigation of high-speed and urban expressways under the coverage of high-precision maps, in addition, further realize the navigation of urban roads, and even realize intelligent driving of unstructured roads without high-precision maps. If the above intelligent driving function is really realized, then intelligence will become an important label and competitiveness of Nezha S.
Judging from the information currently exposed, the configuration of Nezha S in hardware perception is still very powerful. It has 2 lidar, 2 forward 8M cameras, 4 surround view cameras, 5 circumferential cameras, 5 millimeter wave radar, 12 ultrasonic sensors, and the smart hardware part has the blessing from Huawei.
The most important thing is that in order to solve the problem of mileage anxiety in pure electric models, Nezha S will launch two powertrains, one pure electricity, to solve the commuting problem in a more economical and green way. The other extender electric, with a cruising range of more than 1100km, can enjoy both the technology of trams and the convenience of fuel vehicles.
As for the ability of brand upgrading and channel services, Nezha Automobile also thinks of good countermeasures. Zhang Honghan, deputy general manager of Nezha Automobile Brand Center, said that the brand of Nezha Automobile has not yet been solidified, and Nezha S itself is an upgrade and leap in technology and quality, which will have great positive significance for upgrading the brand.
In terms of channels, Nezha Automobile will accelerate the construction of brand direct stores in first-tier, new first-tier and second-tier cities. At present, Nezha has opened more than 80 direct-operated stores in 28 cities, and it is expected that by the end of 2022, Nezha Automobile's direct-operated stores will increase to 122. In the sales and service strategy of Nezha S, the basic rights and interests of the service will be further increased, such as warranty, rescue, traffic, etc., in addition, a full-scenario service package that can be subscribed to will also be launched.
It can be said that starting from Nezha S, Nezha Automobile has really undergone a leap from quantitative change to qualitative change. What is even more valuable is that in terms of technology, especially intelligent technology research and development, Nezha Automobile has always adhered to full-stack self-research. In the words of Chen Hong, chairman of SAIC Motor, Nezha Automobile truly grasps its own soul in the future era of intelligence.