As we all know, in the past two years, the domestic new energy vehicles booming, in the case of new energy subsidies continue to decline, the overall sales and penetration rate of new energy vehicles continue to increase, among them, domestic models occupy an absolute advantage, in the field of new energy vehicles, there are also many "upstart" brands, their product prices are high, high level, sales are also high, such as Xiaopeng P7, BYD Han, Ideal ONE, Weilai series and so on. To a certain extent, these models have become the "vanguard" of independent brands and joint venture brands in the high-end market, and in the era of fuel vehicles, independent brands obviously do not have such opportunities. With the rise of domestic new energy vehicles, and the situation of joint venture brand new energy vehicles has also formed a strong contrast, in short, that is, domestic new energy is thriving, and the joint venture brand is wailing.
This can be seen from the sales volume, in February in the domestic new energy vehicle manufacturers sales list, located in the top 10 car companies and brands, there is not a joint venture brand and manufacturer, but 9 domestic brands and Tesla a wholly-owned brand, in the top 15 of the sales list, only SAIC Volkswagen and FAW-Volkswagen two joint venture brands are listed, but the total sales are only a little more than 10,000 vehicles, Toyota, Honda, GM and other brands have not entered the top 15 list. From this list, it can be seen how "humble" the joint venture brand is in the new energy vehicle market!
In fact, in the past few years, everyone has been discussing why joint venture brand new energy vehicles cannot be done, and many of them have been exported. For example, the model of the joint venture brand has appeared in the era of new energy vehicles, that is, the Chinese side of the joint venture brand, that is, the independent brand side may actually have more enthusiasm for new energy vehicles, but the foreign party of the joint venture brand is not so enthusiastic about new energy vehicles, or because the sales volume of fuel vehicles of the joint venture brand is still in a relatively high position, the power for the development of new energy is insufficient. There is also another way of saying that the joint venture brand has always maintained the self-confidence and self-positioning of the fuel vehicle era, and has lost its competitiveness in some "details", especially the foreign party has set a higher tone for the brand, and "high and low" in terms of product prices.
In our view, these two situations exist, before the oil price rise, in fact, even if the domestic new energy vehicle sales growth rate is very fast, but the overall market performance of fuel vehicles, especially joint venture brand fuel vehicles, is still excellent and stable, such as Langyi, Xuanyi and other models, sales are very good. So in fact, for the joint venture brand, the market potential in the field of fuel vehicles is still very high, it is impossible to be replaced by new energy vehicles in a short period of time, for some joint venture brand manufacturers, it is true that the development needs of new energy vehicles are not so urgent, which is different from independent brands. Of course, there is another problem, that is, the joint venture brand is basically dominated by foreign parties, at least many models are imported by the brand side, then these foreign brands in the overseas market, or their local market to see the development of new energy vehicles may be different from the domestic market, then in this case, may be in the introduction of new energy vehicles, itself is not as fast and direct as these independent brands and domestic new brands!
Of course, there are also some joint venture brands that seem to see the development status and prospects of domestic new energy vehicles, and have also introduced a lot of new energy vehicle products, but in the positioning and price setting of the product, it still reflects its "arrogance" in the era of the joint venture car dominating the market, and the price and product strength of many products are disproportionate, especially compared with domestic new energy vehicles, or Tesla's wholly-owned new energy brand models, and the gap between the cost performance is quickly reflected.
For example, the Mercedes-Benz EQC entry-level model with a manufacturer guidance price of 499,800 yuan has a pure electric mileage of 440 kilometers and an acceleration time of 6.9 seconds per 100 kilometers. Tesla Model Y long-endurance all-wheel drive version of the model price of 375,900 yuan, 100 km acceleration time of 5 seconds, cruising range of 660 km, and in the driving assistance, Car Networking and other configurations, this Model Y has shown a crushing trend on the EQC entry model, but the price of EQC is more than 100,000 yuan more expensive than Model Y. So Tesla Model Y's monthly sales once exceeded 30,000 units, while EQC's monthly sales performance was mostly in three figures, and the gap between the two was visible to the naked eye.
In fact, in the era of fuel vehicles, the reason why the joint venture brand is much more expensive than the self-owned brand of the same level is mainly because the joint venture brand and its foreign brand occupy the leading edge in technology, that is, the joint venture brand has the core technology, but the independent brand does not. In the era of new energy vehicles, in the core technology level such as batteries, electric drives, and electronic controls, domestic brands and domestic suppliers have shown strong market competitiveness, such as in batteries, Ningde Times, BYD, Sunwoda and other manufacturers have excellent shipments and overall performance, and in terms of automotive intelligence, Huawei, Horizon and other technical backgrounds are also very deep, and the technical precipitation of many new energy OEMs is also very deep.
Therefore, in the era of new energy vehicles, the core technology advantages of joint venture brands have disappeared, and in the absence of technical advantages, the brand premium capabilities established before will no longer exist. Therefore, we see that in the era of fuel vehicles, many consumers are willing to choose fuel vehicles with low configuration and high price, but they will not choose models with high configuration and low prices of their own brands. However, in the era of new energy vehicles, this situation has been completely reversed, and in the absence of technical support, the aura of the joint venture brand will no longer exist.
In general, for the joint venture brands, in the past few years, the domestic market has been "spoiled" by consumers, in fact, many times there is a lack of sensitivity to market changes, coupled with the joint venture brand Chinese and foreign technical discourse power is heavier, and the big brand itself has a tail can not be dropped, so in the new energy track, the joint venture brand is difficult to have its own brand and new car-making forces so flexible and mobile, the result is of course the joint venture new energy mourning everywhere, by the domestic new energy on the ground friction. For joint venture brands, in the era of new energy vehicles, it may be necessary to give up the brand baggage of joint venture brands and luxury brands, and compete with independent brands and new car-making forces on the same starting line, and perhaps there is hope of overturning.