Abstract: When consumers pay more and more attention to the retention rate factor when buying a car, which cars have a high retention rate
Wen | Guo Huaiyi
Editor| Zhao Cheng
"I am not afraid of the price increase of new energy vehicles, but if the retention rate is still as low as before, it is really very sad, because no one can drive a car for a lifetime, and it is impossible to drive for 10 years." He Wei (pseudonym), a car buyer who lives in Beijing, told Caijingqiche (ID: caijingqiche) that in addition to factors such as mileage and charging energy, the retention rate of new energy vehicles is also a major concern when buying cars, especially in the recent situation of rising prices of new energy vehicles.
Affected by the rising price of raw materials for power batteries, since the end of last year, various car companies have continuously raised the guidance price of new energy vehicles, and some car companies have even completed the third round of guidance price increases. Chen Shihua, deputy secretary-general of the China Association of Automobile Manufacturers, has publicly stated: "According to our incomplete statistics, there are about 40 brands of 20 companies that have increased their prices, ranging from 3,000 yuan to 30,000 yuan." ”
In the case of rising prices, the retention rate of new energy vehicles has once again become the focus of consumer attention. "Whose money is not blown by the wind, and now that new energy vehicles are upgrading so quickly, we still have to think about the future." He Wei told Caijingqiche .com.
▲ Image source network
On April 1, the Auto Finance and Retention Rate Research Committee of the Automotive Industry Branch of the China Council for the Promotion of International Trade (hereinafter referred to as the CCPIT Automotive Branch) released the "2022 · Q1 China Automobile Retention Rate Ranking (hereinafter referred to as the "Retention Rate Report"), for the first quarter of 2022, the Retention Rate Report comprehensively shows the current situation of the retention rate of China's automobile market.
It is reported that in the three-year retention rate of domestic models at various levels, small cars, compact cars and medium-sized cars ranked in the top three, and the three-year retention rate reached 63.13%, 55.31% and 58.24% respectively. As one of the highest-selling segments, the compact SUV has a three-year retention rate of 55.29%, ranking only sixth.
In terms of new energy vehicles, as the three pure electric cars that are currently the most concerned by consumers, Tesla Model 3, Xiaopeng P7 and BYD Han have a good one-year retention rate, reaching 79.58%, 76.99% and 73.88% respectively.
▲ Data source: CCPIT Automobile Branch "Retention Rate Report"
In terms of pure electric SUVs, the one-year retention rate of Tesla Model Y, Ean Aion Y, NIO EC6, and ES6 is also above 70%, 78.65%, 76.2%, 71.68% and 70.53% respectively. In terms of plug-in SUVs, BYD Song PLUS DM-i, Roewe eRX5 and Ideal ONE ranked in the top three with 80.53%, 74.69% and 73.1%.
In the micro-electric vehicle market that has been very hot in the past two years, Hongguang MINI EV, Roewe Clevi Clever and Baojun E300 ranked in the top three in one-year retention rate, but only one model of Hongguang MINI EV has a one-year retention rate of more than 70%.
It is worth noting that according to the data of the CCPIT Automobile Branch, compared with the one-year retention rate in the third quarter of 2021, the retention rate of many popular pure electric models in the first quarter of 2022 has increased to varying degrees. Taking the five hot-selling models of Tesla Model 3, WEIO ES6, Xiaopeng P7, BYD Han EV and Hongguang MINI EV as examples, their one-year retention rate in the first quarter of this year increased by 11.23, 3.3, 7.35, 4.02 and 4.84 percentage points respectively compared with the third quarter of last year.
In this regard, some analysts pointed out that with the continuous rise in the price of new energy vehicles, the price of related second-hand cars has also risen. In addition, with the increasing acceptance of new energy vehicles by consumers, the activity of the new energy used car market is also growing. Driven by these factors, the retention rate of used cars will naturally increase.
In addition to the new energy vehicle market, the fuel used car market has also attracted much attention. In the second half of 2021, because the shortage of chips affected the supply of new cars, the prices of new cars and used cars of some luxury brands were once upside down. Mercedes-Benz, BMW and Audi dealers have even launched a fare repurchase model, that is, for second-hand cars that meet the requirements, often new cars are less than 1 year old, the mileage is not more than 15,000 kilometers, and the quasi-new cars without accidents can be repurchased according to the fare.
However, with the recovery of chip supply, the tension in the supply of new cars has been greatly alleviated, and the used car market has once returned to normal.
However, just yesterday, Mercedes-Benz announced that it raised the manufacturer's suggested retail price of some models on April 2 due to the sharp increase in the price of some raw materials and the shortage of global supply chains. This also makes the outside world worry about whether the price increase of new cars will be transmitted to the second-hand car market in the future.
According to the data of the "Retention Rate Report", in the current medium and large sedan market, the three-year retention rate of mercedes-Benz E-Class and BMW 5 Series is above 70%, reaching 74.28% and 72.9 respectively, and the Audi A6L is slightly inferior to only 65.16%.
In the mid-size car market, the BMW 3 Series and Mercedes-Benz C-Class are still indistinguishable, with a three-year retention rate of 66.41% and 66.28%, respectively, and the Audi A4L is 61.95%. It is worth noting that the retention rate of the Japanese two fields has a good performance in the mid-size car market. Toyota Camry, Honda Accord, Toyota Asia Dragon and Honda INSPIRE are in the top four, with Cammy, Accord and Asia Dragon all having a three-year retention rate of more than 70%.
In the mid-size SUV market, The two fields still occupy the top three, and the three-year retention rate of Toyota Highlander, Honda Guandao and Honda UR-V is more than 70%. Mercedes-Benz GRC and BMW X3 ranked fourth and fifth with 69.18% and 68.11%, and Audi Q5L ranked eighth with 62.56%.
Some analysts pointed out that in recent years, with good reliability and economy, the sales volume and market share of Japanese brands in China are increasing, and the performance in the second-hand car market is showing a high retention rate. In contrast, the continuous recalls of German luxury brands in recent years have also affected their second-hand car retention rate.