In March 2022, the new energy vehicle market reversed the decline in delivery brought about by the off-season in February, ushering in an overall recovery, of which the new car-making forces were also affected by the favorable environment, and ushered in a collective recovery in delivery in March.
In terms of the list, the overall delivery volume of the new power TOP5 in March was 58,000 units, compared with 31,000 units in February, an increase of 87% month-on-month, of which 4 brands delivered more than 10,000 units.
In terms of the composition of the brand, although the brands in the list are old acquaintances, their respective positions have quietly changed, and we will look at the specific situation.
No.1 Xiaopeng Motors: Return to the throne
Xiaopeng Automobile's March deliveries were 15,414 units, up 202.1% year-on-year and 147.6% month-on-month.
After January, Xiaopeng Motors once again returned to the championship of the new forces. The biggest contributor to this is the Xiaopeng P7, which delivered 9183 vehicles in March, accounting for nearly 60% of the delivery volume of Xiaopeng Automobile in March.
In addition, the performance of Xiaopeng P5 and Xiaopeng G3 is also gratifying, with Xiaopeng P5 delivering 4398 vehicles in March, an increase of 113.6% month-on-month; Xiaopeng G3 delivery volume in March was 1833 units, an increase of 191.4% month-on-month.
Affected by the rise in raw materials, On March 18, Xiaopeng Motors announced a price increase of 10,100-20,000 yuan for its models, and the plan was officially implemented on March 21.
However, as far as the situation is concerned in March, in the early stage of the price increase policy, the delivery volume of Xiaopeng Automobile has not yet declined.
Comments: During the Spring Festival in February, Xiaopeng Automobile upgraded the Zhaoqing base, and by mid-February, the base had resumed full production, which was crucial for Xiaopeng to increase delivery in March. Overseas, Xiaopeng's direct store in the Netherlands officially opened in March, and Xiaopeng's pace of going to sea will be further accelerated.
No.2 Nezha Car: Menacing
In March, Nezha Automobile delivered 12,026 units, an increase of 270.5% year-on-year and 69% month-on-month.
After finishing runners-up in February, Nezha Motors successfully "defended" its title in March. Among them, the Nezha V family delivered 8122 vehicles, an increase of 153% year-on-year, setting a record high for single-month deliveries.
The delivery volume of Nezha U Pro in March was 3904 units, and Nezha V and Nezha U also constitute the basic disk of Nezha Automobile.
In terms of price adjustment, Nezha Automobile announced on March 17 that the whole series rose by 3,000-5,000 yuan, compared with the price adjustment of tens of thousands of other new forces, Nezha Automobile's increase is less. However, at present, Nezha Automobile's main market is the low-end market of 60,000-170,000, so this round of price increases is reasonable.
Comments: In 2021, Nezha Automobile delivered 69,000 vehicles in the whole year, ranking fourth among the new forces, but there is still a gap from the 90,000-level echelon of "Wei Xiaoli". However, this year's Nezha Automobile is menacing, with deliveries in the first quarter increasing by 305.1% year-on-year, and if this momentum can be maintained, the delivery ranking of new forces this year may change.
No.3 Ideal car: steady and steady
According to the official data of Ideal, its deliveries in March were 11,034 units, but doubled from the same period last year, an increase of 125.2% year-on-year; but the growth slowed down month-on-month, with the data of 31.1%.
This year's Ideal Car is also as steady as ever, although the march delivery volume ranking dropped from the first place in February to the third place, but the first quarter of the ideal car in the new forces of the monthly sales ranking has remained in the top three.
The pattern of only one product under the ideal is about to be broken, and the ideal car will release the ideal L9, which is higher than the previous ideal ONE (priced at 349,800), and the market response is worth looking forward to.
In terms of price, the price of the ideal ONE has been raised by 11,000 yuan since April 1, but for the high-end market of 300,000-400,000 levels, the negative impact of this round of price adjustment is theoretically limited.
Comments: Only one product can attack the high-end market under the rule of BBA, thanks to the accurate feedback of the ideal car to the user's needs - that is, zero anxiety about endurance and comfort in the home scene. Being able to replace "parameter thinking" with "scene thinking" in the product is something that traditional car companies dare not think about and cannot do, and it is also the way to break the game of the ideal car.
No.4 Zero-run cars: bottoming out
On April 1, zero-run cars officially announced that its delivery volume in March was 10,059 units, entering the "monthly sales exceeding 10,000 club" for the first time, up 908.9% year-on-year and 192.8% month-on-month.
Zero-run car deliveries ranked fourth in March, up just one place from February. However, in terms of month-on-month changes in deliveries, February deliveries fell 57.5% month-on-month, and March deliveries rose 192.8% month-on-month, and the wave of zero-run cars can be described as a bottoming out.
Although zero-run cars have not announced the delivery volume of specific models, according to Sohu Automobile statistics, the delivery volume of zero-run T03 in 2021 is 39,400 units, accounting for 88% of the annual delivery of zero-run cars. Referring to last year's deliveries, zero-run T03 should be the main contributor to March deliveries.
In terms of price adjustment, on March 22, zero run C11 rose by 20,000-30,000 yuan, and on March 28, zero run T03 rose by 5,000-7,000 yuan. But in the performance of deliveries in March, the negative impact of price increases did not appear in the short term.
Instead of worrying about the negative impact of price increases, the "lack of core" problem faced by zero-run cars is more urgent. In March, the T03's entry-level model eliminated the configuration of uphill assist, brake assist, and body stabilization system. If the problem of "lack of core" cannot be solved, zero-run cars will face great difficulties this year.
Comments: On March 18, ZeroCar officially submitted a listing application to the Hong Kong Stock Exchange. Although the result of breaking 10,000 deliveries in March is very eye-catching, whether the problem of "missing cores" can be solved in the future has become the key to the smooth listing of zero runs.
No.5 NIO: Slowing growth
NIO's deliveries in March were 9,985 units, up 37.6% year-on-year and 62.9% month-on-month.
In the first quarter, Weilai's monthly delivery volume ranking has been hovering in the top 5 of the new forces, and compared with Xiaopeng Automobile and Nezha Automobile, Weilai has obviously entered the slow lane this year.
In terms of specific models, the ES6 delivered 5,064 units, an increase of 53.0% year-on-year; the EC6 delivered 3,032 units, an increase of 74.5% year-on-year; and the ES8 delivered 1,726 units, an increase of 59.2% year-on-year.
Similar to Ideal Auto, as an early entrant in the new force, NIO's current sales pattern has gradually stabilized. If you want to find new sales breakthroughs, Weilai still relies on new products such as ET7 and ET5.
Comments: At present, Weilai's products are mainly focused on the high-end market of 300,000-500,000, and it is naturally impossible to form a large sales volume like Wuling and Nezha, which mainly attack the low-end market. However, WEILAI has made sufficient efforts in the operation of the back-end ecology such as energy replenishment, after-sales service, and car enthusiast circle, and on the basis of doing a good job in products, it can feed the front-end publicity and sales of the back-end ecology, which is a unique advantage of Weilai.
Conclusion: The problem of "lack of core" and raw material rise in this year's new energy market is still obvious, and we can see the phenomenon of allocation reduction and price increase since the first quarter. For the new forces, the above problems are even more serious.
Under the circumstances of many difficulties, this year also happens to be the final window of favorable policies, and the new energy market is still hot after many general price increases. Xiaobian believes that the basic supply and demand side has not changed, as long as the price increase is controlled within a reasonable range, the sales of new energy vehicle companies, including new forces, will continue to grow this year.
And how the new forces see tricks and tricks, catch up with this last outlet, I believe it is another good show.