On the first day of April, the new forces car manufacturers brushed and announced the March results, and the efficiency was as high as ever. From the data point of view, the delivery volume of each company is basically in line with expectations, Xiaopeng Automobile 15414 vehicles, ideal cars 11034 vehicles, Weilai Automobile 9985 vehicles. However, there is one exception, that is, Nezha Automobile, which delivered a total of 12,026 new cars in March, an increase of 270% year-on-year, a record high, and also beat the ideal and Niolai. Putting aside the Spring Festival holiday in February, Nezha Automobile has achieved 12 months of positive year-on-year growth, which is very rare to achieve this degree.
In terms of specific models, the Nezha V series delivered 8,122 units in March, an increase of 153% year-on-year, and the Nezha U Pro delivered 3,904 units, an increase of 9660% year-on-year.
In the past, we have always placed Nezha Automobile in the second camp of the new forces, but from today's sales data, it is no longer so appropriate to put it in the second camp. Nezha Automobile should go to the first echelon, because its sales not only exceeded 10,000 for many consecutive months, but also beat Ideal and Weilai in March and ranked second in the list of new forces.
I believe that many friends will have doubts, why Nezha Automobile was still an unknown "poor boy" who was tired of running for orders a year ago, and suddenly jumped into the new favorite of the market?
Before 2021, I believe many friends have never heard of Nezha Automobile, because before that, Nezha Automobile's main business was the B-end market and for third- and fourth-tier cities. The so-called B-end is wholesale sales, just like we go to the wholesale market to buy things, although the profit of the single piece is not large, but after stacking together, the effect is very obvious. In addition, before 2020, the state's subsidies for new energy are still relatively large, so Nezha Automobile has also survived in the early stage. Subsequently, because of the decline of national policy subsidies, Nezha Automobile also realized that it could not survive only by relying on the B-end market. Therefore, from 2021, Nezha Automobile began its transformation.
Because Nezha Automobile's starting positioning is not high-end, it did not blindly follow the crowd and shouted at the beginning to enter the high-end market. On the contrary, Nezha Automobile defines itself as the "people's car", which is to take the cost-effective route in the vernacular. From the current Nezha V series and Nezha U Pro series, the cap price of the two product lines does not exceed 200,000 yuan. Secondly, thanks to the trend of micro-electric vehicles set off by Wuling Hongguang MINI EV, the same positioning of Nezha V has also benefited a lot, and various derivative models for female consumers have also appeared, which has been sought after by a large part of consumers.
Small profits and high sales have supported the sales of Nezha Automobile throughout 2021, and also allowed it to open up the C-end individual user market. According to the data, from January to November 2021, Nezha Automobile's C-end private users accounted for more than 91%, and the B-end travel market accounted for less than 9%, which also shows that the transformation has been completed.
After having visibility in the market, it also provides the most basic guarantee for the upward growth of the brand. Nezha Automobile's first high-end sedan, the Nezha S, is also about to undergo trial production verification in March and is expected to be completed within the year. The target competitor is locked in the Xiaopeng P7, so its price should be in the range of 200,000.
In terms of sales channels, Nezha Automobile has 349 offline channels, covering 200 cities across the country and 82 directly operated stores, covering 17 provinces and 28 cities. A wider range of sales channels and after-sales service will undoubtedly make Nezha Automobile pay more attention.
summary
For Nezha Automobile, 2022 has made a good start, not only sales are rising step by step, but product iteration is also steadily progressing. Of course, being able to rank second in the list of new forces now does not mean success, after all, the new energy vehicle market is now so competitive, the situation is changing rapidly, and it is likely to be thrown away if you are not careful.