Auto-First | Linsen
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SAIC-GM-Wuling, which manufactures explosive models, aimed at the demand for the new energy vehicle market two years ago, launched the pleasing appearance and low price of Hongguang MINIEV, opening up the segment of new energy scooters, with monthly sales of more than 50,000 units, surpassing Tesla in one fell swoop and becoming the world's highest-selling new energy vehicle in 2021.
For a time, Chery Automobile, Dongfeng Scenery, Changan Automobile, etc. have followed up, and there are unknown forces outside the circle such as Punk Duoduo, Reading Mango, and Baizhi Big Bear.
However, for the Hongguang MINIEV who sold a car and lost a car and made money only by points, they are now facing a test of life and death.
Recently, Changan Automobile released an official picture of a cute and cute pure electric mini car - Changan LUMIN, Chinese nicknamed "Glutinous Corn". The official positioning it as a "national boutique scooter", it is obvious that the competitors targeted are Similar products such as Wuling Hongguang MINI EV and Chery QQ Ice Cream.
Before Changan Automobile, on March 8, Dongfeng Fengguang listed a small electric vehicle that is very similar to Wuling Hongguang MINIEV, which also adopts the body design of "small square box", and even the name is the same as Hongguang MINIEV, called Fengguang MINIEV. The price of the car is between 28,600 yuan and 41,600 yuan, and the working mileage is divided into 120km and 180km versions.
At present, in the small new energy vehicle segment, Hongguang MINIEV, Fengguang MINIEV, Chery QQ ice cream, BYD e1, Changan Benben E-Star, Euler Black Cat, Reading Mango, Punk Duoduo, Lingbao BOX, Baizhi Big Bear, etc., there are more than 10 models of similar products called not famous, and Changan "glutinous corn" is in the back of the fist, the market gradually turned into the Red Sea.
However, from the perspective of sales, the head model represented by the Hongguang MINIEV occupies most of the share of the market segment. Taking January 2022 as an example, Hongguang MINIEV's Ministry of Public Security has 29581 licenses, QQ ice cream is 7517, Ben E-Starwei 6875, Euler Black Cat is 6265, and most of the remaining models are not named in the sales rankings.
So, the price of 20,000 or 30,000 at most but 50,000 or 60,000 electric cars, basically can not make much money, why are there so many car companies still have to enter this field?
Last year, Wuling Hongguang MINIEV sold more than 400,000 vehicles, such a large scale effect, some people think that SAIC-GM-Wuling will make a lot of money by selling cars, but this is not the case.
The price of 20,000 or 30,000 yuan, including a power battery worth 7,000 or 8,000 yuan, an electronic control system worth 1,000 yuan, a drive motor of more than 1,000 yuan, plus other car-making parts and labor, transportation, marketing and other costs, Wuling Hongguang MINIEV is basically a loss of money, which is not counting the unfavorable factors such as the rise in the price of raw materials such as chips since the epidemic.
According to SAIC-GM-Wuling Automobile's 2020 financial report, SAIC-GM-Wuling's revenue is 72.927 billion yuan, but the net profit attributable to the parent company is only 142 million yuan, and the profit is spread to each car of SAIC-GM-Wuling, which is equivalent to every car sold, and Wuling only earns 89 yuan, which is still achieved under the condition of careful calculation of SAIC-GM-Wuling's decades-long supply chain system.
The suspension of production of Euler black and white cats in February this year also revealed the cost pressure of the current new energy vehicle companies. Dong Yudong, CEO of the Euler brand, said through the Euler Automobile APP: "Although the Euler brand has the advantages of the Great Wall Automobile industry chain behind it, this fashionable and people-friendly car still brings huge losses to the company. Taking black cat as an example, after the sharp rise in raw material prices in 2022, black cats lost more than 10,000 yuan per unit. ”
The influx of people who don't make money seems to be out of business logic. But selling cars does not make money, new energy points can.
For example, in 2020, Wuling Hongguang MINIEV got 440,000 new energy credits, calculated at the transaction price of 3,000 yuan at that time, SAIC-GM-Wuling conservatively made a profit of about 1.3 billion yuan. If it is not Wuling Hongguang MINIEV, Wuling may need to spend money to buy new energy points to fill the negative points of fuel vehicles, one in and one out, Wuling not only achieves self-sufficiency, but also can take out excess new energy points to earn extra money.
In fact, most car companies launch small new energy vehicles for this purpose.
But the good times were short-lived. During this year's two sessions, a bill from Fang Yunzhou, a deputy to the National People's Congress and chairman of United New Energy, aroused the attention of the automotive industry. He mentioned in the proposal that it is expected that the price of NEV (new energy vehicles) points in 2021 will be more than 1,000 yuan per cent, which is a large decrease from more than 2,000 yuan in 2020.
Dong Yudong, CEO of Great Wall Euler Automobile, also revealed that the value of new energy points last year was about 2500 yuan / point and above, and the lowest was about 2350 yuan / point, but because the sales of new energy vehicles increased by 160% last year, more and more points, and the value of points this year was only 500-800 yuan.
According to the data of the China Automobile Industry Association, domestic new energy sales in 2021 will be about 3.5 million vehicles, and it is expected that sales will reach 5 million vehicles in 2022. That is to say, the point value of new energy will be lower and lower, and the new energy vehicle companies that survive by selling points will face great challenges of life and death.
Auto-First reminds latecomers that following the trend is extremely risky, and the field of new energy vehicles is especially better than innovation.