Overtaking in corners
Not long ago, chatting with a car company boss, there was such a sentence that impressed me, "When this generation of young people want to buy a car, it is just the new forces / electric vehicles are the most popular, you can't talk to them about BMW / Mercedes-Benz is a century-old car company, how powerful in the era of fuel vehicles, because for them, it does not mean much." ”
Different needs, different trends, and ultimately make each generation's perception of the car different. As the previous generation of consumers grew older, more passionate young consumers rose, and trends changed.
Before and after the 2008 Beijing Olympics, the auto dividend of China's accession to the WTO had just taken off, and the market situation at that time was that the joint venture car lay down to make money, and the Volkswagen Tiguan could increase the price for 4 years, the Audi Q5 could increase the price for 4 years, and the Honda CR-V could increase the price for 3 years. At that time, buying domestic independent brands was synonymous with low-end, cheap and low-income.
Today, after more than 10 years, the new situation presented by you and me has become that the joint venture car has slowly lost the ability to lie and earn, but the domestic car of the independent brand has such a skill.
Chinese brand vs joint venture car, the change of the industry
The reason why there is a topic of Pk between Chinese cars and joint venture cars is not only because there has been a certain change in sales figures, but because the gold content behind the sales figures has begun to have a qualitative change trend.
In terms of figures, the combined sales volume of mainstream joint venture vehicles in the Chinese market in 2020 is 8.717 million units. Among them, Toyota sold 1.797 million units at Huawei, Honda 1.62 million units in China, Nissan sold 1.45 million units in China, and Volkswagen sold 3.85 million units in China (1.5 million units for SAIC Volkswagen and 2.161 million units for FAW-Volkswagen brands).
In 2021, the total sales of mainstream joint venture vehicles will become 7.234 million units. This includes Toyota's 1.944 million units, Honda's 1.51 million units, Nissan's 1.38 million units, and Volkswagen's deliveries in China fell below 2.4 million units.
Let's compare the sales of Chinese car brands: in 2020, the sales volume of mainstream brands (Geely Group, Great Wall Group, BYD, Changan Chinese brand passenger cars) was 5.15 million units. Among them, Geely Holdings has 2.1 million units, Great Wall Motors has more than 1.11 million units, BYD has 437,000 units, and Changan's Chinese brand passenger cars have 1.5036 million units.
In 2021, this number adds up to 5.96 million vehicles. Among them, Geely Holdings has 2.2 million vehicles, Great Wall Motors has more than 1.28 million vehicles, BYD has broken 730,000 units, and Changan's Chinese brand passenger cars have exceeded 1.75 million units.
It can be seen that after experiencing the inevitable pit of chip shortage, several major car companies in the Chinese market have responded poorly to the joint venture brand, falling by more than 1.1 million vehicles; while Chinese brands have successfully harvested this wave of benefits, and sales have increased by 810,000 vehicles.
Under the chip shortage, the supply of popular models is limited, resulting in changes in sales figures, but, more importantly, in the two key indicators of average transaction price and model tightness, Chinese brands have a full sense of existence in 2021.
Tank 300, the pick-up cycle is about half a year, which directly produces the behavior of 4S stores that are not under official control, as well as the behavior of order markup circulation between users. At the same time, the chaos caused by it also includes that many second-hand car dealers have hoarded a large number of quasi-new cars and sold them in the form of relatively few mark-ups + existing cars.
The same is true for the corresponding models of BYD DM-i technology, the qin PLUS DM-i pick-up cycle is more than 2 months, the Song PLUS DM-i car pick-up cycle was once more than 4 months, and the han DM-i, Tang DM-i and other models that will be listed next have also attracted consumer attention. Maintaining no preferential and long-distance car cycle, the corresponding models of BYD DM-i technology have successfully become blockbusters.
In addition, the same is true of the Lynk & Co brand under Geely Automobile. Market advantage products such as Lynk & Co 09 and Lynk & Co 03+ are also price-free + stable. The pick-up cycle of Lynk & Co 03+ is 1-2 months, while the order of Lynk & Co 09 is due to a large backlog of chips + capacity climbing, which requires consumers to wait further.
The corresponding models of the above three brands all have the same characteristics, that is, while the price has an advantage, it has a technical advantage in the technical face of the same price model in the entire market. The tank surpasses Toyota/Honda because of its off-road performance + retro design + intelligent performance, THE BYD DM-i surpasses Toyota/Honda because of its oil and electricity price + performance, and Geely has a SPA platform + 2.0TD engine assembly in hand.
With bydie Qin PLUS DM-i handing over sales of 194,200 in 2021, which is lower than Leiling and higher than The Civic; the tank 300 has achieved a monthly sales of more than 10,000 under the current situation of price increase + long lifting cycle, and the final number of the association is 84588 units, which is equivalent to the average monthly average of 7000+ hardcore off-road vehicles.
Where to win? Internet thinking + technology replication and upgrading
Jiangshan generation has talented people, each leading the way for decades, the current momentum of the Chinese car performance is good enough, the traditional giants to achieve sales rise, and let many models become the market benchmark, especially less than 100,000 has become the world of Chinese cars, coupled with the relevant performance of new forces, looking at the power exchange, intelligent driving, intelligent interaction and other aspects to achieve technological leadership, the more obvious point is that the momentum has been from the multinational joint venture brand side, to the Chinese driver.
As for where the current Chinese car wins, the model products are actually more of a façade, and the core reason behind it is that China's own brands have learned to "learn" the technology of the giants and carry out their own promotion, and also logically because of the addition of "Internet thinking", the style is bolder and more daring.
Learning the technology of the giants, including Geely's acquisition and joint development of 2.0TD engines, has obtained the core technology rights of the SPA platform. It also includes, for example, BYD and the Great Wall, developing in the way of giants and adding their own technology applications.
The current BYD DM-i is a combination of Honda i-MMD solution + BYD's own technical capabilities, that is, the vehicle takes the motor as the main driving form, the engine focuses on high combustion efficiency to provide a power source for high-speed cruising, compared with Honda's i-MMD, BYD itself has three electric (motor + electric drive + electronic control) complete capability, behind the strong control of the cost. Therefore, what is finally presented to you and me is that the pure electric endurance can achieve DM-i of more than 100 kilometers, and the cost of Toyota Honda oil-electric hybrid has been used to create a plug-in hybrid with oil-electric hybrid as the foundation.
In the end, the product played a market differentiation, enjoyed many green cards, reduced purchase tax, and widened the price difference by about 20,000 yuan.
The Great Wall's tanks, gun series pickups, and the current DHT are actually basically the same as BYD DM-i ideas. That is, to take it a step further on the world's top solutions. The solution of DHT hybrid is basically the same as that of Honda i-MMD, which has a longer pure electric endurance after adding the power battery, and because of its corresponding reserves of four-wheel drive technology, the addition of P2 and P4 motors has also formed its own technical differences.
The Great Wall Gun and Tank 300 are based on the relevant performance of off-road vehicles/pickup trucks around the world, and they have stepped out of a great wall-led solution. Within the limited cost, the conventional off-road capability is the same as the benchmark model; in the extreme off-road capability, it can be improved according to the subsequent modification and strengthening, and at the same time control the cost and price, and join the intelligent advantages of Chinese car companies. The final situation is that in the range of 200,000-300,000 yuan, there is no excellent hardcore off-road model, the tank 300 can take into account the conventional off-road + intelligence + comfort; in the 300,000-400,000 yuan range, toyota Prado has been discontinued, the models in the price range are mainly based on old technology / low displacement, 3.0T V6 + intelligent tank 500, obviously the advantages are very different; the Great Wall Gun, the same is true.
However, it should be noted that this is different from the previous imitation, but the solution innovation and upgrading after the technical reserve. In other words, if Toyota/Honda can build the same quality car with the same budget and achieve profitability, the current Toyota Honda can't do it at all; let Jeep and Ford take the same money to build tanks 300, tank 500, and Great Wall guns, they can't do the same.
At a deeper level, there is also the topic of institutional system.
Many people have always recognized traditional car companies as making traditional cars and making money in a traditional way is a traditional car company, but in fact, it is not, the biggest difference between traditional car companies and today's new car companies is that the underlying thinking brought about by the underlying system is different.
For example, the logic of a car from research to project establishment, to research and development, manufacturing, verification, sales, and circulation, there are often several conventional nodes in traditional car companies, and traditional car companies are more practitioners working for the boss. Under the project system, all departments are more according to the completion of KPIs, and the mentality of not seeking merit but seeking no fault is common. Enterprises with a relatively old system in this category lack vitality under the joint venture model, coupled with the fact that multinational enterprises are already weaker than local private companies in decision-making and promotion speed. Therefore, with geely, the Great Wall, and BYD corresponding comparisons, we can find obvious differences.
That is, mainstream Chinese local car brands have absolute efficiency advantages in several levels such as new technology application, model upgrade range and speed, model replacement speed, and Internet configuration. At present, in the market, even the replacement rhythm of some models has been compressed to a time range of 3-5 years, which has played a significant time difference with the replacement of multinational companies for about 7 years. Therefore, the two are compared, and the advantages are reversed.
Write at the end:
Around 2014, we often hear a view that Chinese cars should overtake in curves, which refers to taking the lead in developing and promoting the new energy automobile industry. Looking back at many changes in 2022 8 years later, corner overtaking has triggered sharp criticism in the early stages, and new energy vehicles were not accepted by most consumers at that time, until the goal was changed to "lane change overtaking".
Now, with the sales penetration rate of new energy vehicles at the end of 2021 approaching 20%, after several years of development, as the technology continues to mature, more and more people are beginning to accept new energy vehicles.
The Great Wall, Geely, BYD and other Chinese car companies, at the moment, once again verified the objective law that "the automobile is a long-term industry, and winning or losing in a short period of time does not mean anything", as for the people who sneered at the curve overtaking, it seems that it is time to retract the previous conclusion.