March sales | undervalued traditional car companies, overvalued Weilai?

Where there is contrast, there is a topic, and there is a topic to have traffic. New car-making forces come and go on those few, when the monthly sales are announced, it is inevitable to be compared, in the past March, Weilai fell to the fifth, single month sales are not more than 10,000. In July last year, after the delivery volume was overtaken by Xiaopeng and Ideal, Weilai once had no chance of selling the crown.

In March, Xiaopeng topped the new force sales championship with more than 15,000 deliveries; in second place was Nezha Automobile, with monthly sales of 12,000 units; Ideal Car followed with 11,000 units in March.

Among all the new car-making forces, Weilai is the earliest to achieve new car delivery, the topic degree and brand influence can not be denied, the launch of ES6 and ES8 to consolidate its leading position in the new car-making forces, but the late rise is tired.

Weilai Automobile said that it is mainly affected by supply chain pressure and the phased transformation of production lines, in my opinion, the change from "Wei Xiaoli" to "Xiaoli" is more of a product positioning, pricing and strategic issues.

The intelligent technology of the new forces out of the circle can play a value in reasonable pricing

Although NIO has the concept of user experience and value cycle, under the product positioning of young users as the audience, the drawbacks exposed are high pricing.

The new forces of car manufacturing say that the white point belongs to the emerging industry, most of the people who can accept it are young people, their initial capital reserves are limited, the pace of product updates of Weilai is not slow, but it has not yet launched a popular product, and the cheapest WEILAI ET5 in the ET series has also gone to 328,000 yuan.

Also in the first echelon of the new car-making force, Xiaopeng, the sales pillar P7 main sales model range of 200,000-300,000, and the P5 launched after Xiaopeng P7, the starting price is even less than 180,000 yuan.

It is undeniable that the competition between the new car-making forces does not need to fight a price war, but in the consumer market with young audiences as the main body, "sales" and "pricing" are still linked to a certain extent. For example, Nezha Automobile, which ranks second in sales, the main model Nezha V is a 100,000-level electric SUV.

No matter how outstanding the intelligent experience of a product is, it must be based on reasonable pricing. The ET7 just delivered by NIO Automobile is equipped with the powerful function of the WEILAI super sense system Aquila, equipped with a maximum detection distance of 500 meters, which is 3 times more than the detection distance of ordinary vehicle-mounted lidar, but it is helplessly "expensive", and the guidance price of ET7 is 44.80-52.60 million yuan.

Looking at Xiaopeng again, starting from the end of 2022, all new cars of Xiaopeng Automobile will be equipped with a hardware system that supports XPIRAT4.0, of which the 200,000-level Xiaopeng P5 is also equipped with dual lidar.

Therefore, when the topic fades, to attract consumers to buy, the new forces compete not only in services and technology, but also in product positioning and pricing to be accurate enough. With technology, but vague positioning, it will only be shelved. In my opinion, in terms of sales, Weilai is overtaken by Xiaopeng or becomes the norm.

It is also possible for undervalued traditional car companies to catch up later

In addition to new forces, in the current vigorous development of new energy vehicles, traditional car companies also have no shortage of outstanding performance.

According to the data, GAC Aeon's sales in March reached 20,317 vehicles, a substantial increase of 189% year-on-year; the cumulative delivery volume of The Kr 001 under the Extreme Kr brand has reached 14,248 units since its delivery in October last year; and the Lantu FREE under Lantu Automobile, priced at more than 300,000 yuan, has exceeded 10,000 vehicles.

In terms of volume, GAC Aean is far ahead of other brands, even surpassing Xiaopeng Motors.

Personally, I believe that the technical accumulation of traditional car companies for many years is not something that the new car-making forces can catch up with in the short term. The biggest advantage of the new energy vehicles launched by traditional car companies such as Eian is the traditional car-making technology, that is, the return to the most essential control, comfort, quality and so on of a car.

In addition, if the audience of the new car-making forces is more young people who pursue the trend (because they have cool smart technology), then the attributes of the new energy vehicles under the traditional car companies are estimated to be more suitable for family users, such as the Aian V wheelbase of 2830mm, which is fully in line with the large space attributes of family cars.

Like the Dongfeng Honda e: NS1 although it does not have an engine, it still maintains the driving fun of the Honda car, including suspension tuning, body line design, etc. are all exquisite. In the case of its own motor and battery system, the electric vehicles created by traditional car companies are obviously more suitable for families than the new forces of car manufacturing.

Write at the back:

Compared with the Internet field, traditional car companies have their own advantages in car-making technology, and the disadvantage is the lack of the concept of "user" in the Internet field, that is, traditional car companies consider more car manufacturing than user operation, or the fixed set of marketing thinking in the era of fuel vehicles. However, now there are also some brands that realize this, such as the Aean Direct Experience Center, which has changed from the traditional car companies in the past to simply selling cars to selling cars + selling services.

In general, traditional car companies and new car-making forces have their own advantages and disadvantages, in the environment of the vigorous development of the new energy vehicle market, as long as one or two points are accurate, they can basically attract the corresponding consumer groups. For consumers, if they want to experience more high-tech intelligence, it is estimated that they are still in the new forces of car manufacturing, such as Xiaopeng G9 and Ideal L9, there is no lack of bright spots in driving assistance technology, and the upcoming Xiaopeng G9 will be able to achieve full-scene, end-to-end intelligent assisted driving.