Previously, through the analysis of sales data in the past 5 years, we saw that BYD was the first to discontinue pure fuel vehicles, in addition to the strength of its PHEV and BEV models, there is also a background of long-term decline in BYD pure fuel vehicles.
After talking about BYD, everyone's attention will naturally shift to other independent brands, such as Geely, Changan, Great Wall and other manufacturers whose sales scale is no less than BYD, when will they achieve the transformation from fuel vehicles to new energy vehicles? Or is it necessary for them to follow BYD and make a complete transformation as soon as possible?
At the end of last year, BYD's sales of new energy vehicles in a single month accounted for more than 90%, and by March, when the production was completely stopped, it was truly transformed into 100% of new energy vehicle companies. However, at present, domestic independent manufacturers based on fuel vehicles, the sales of fuel vehicles still account for the absolute majority.
Below, we will take a look at what kind of sales structure the major independent brands currently have.
lucky:
New energy vehicle sales account for 5.7% in 2021
First look at Geely, among the major traditional independent manufacturers, Geometry is one of the earliest pure electric sub-brands, officially released in April 2019, but Geely did not create a special pure electric platform for it, but based on the Emgrand GS, Emgrand GL and other existing fuel vehicles for magic reform. After a series of deep transformation of interior and exterior decorations, we tried to use the sense of technology and futurism as the selling point to gain a foothold in the mid-end market of about 150,000 yuan.
Unfortunately, the results are not satisfactory, the geometry brand only sold 33,000 vehicles in 2021, less than the sales of a car of great wall Euler, GAC E-On and even Chery New Energy, even so, geometry still contributed about half of Geely Automobile's new energy vehicle sales.
From 2019 to 2021, the sales volume of geely automobile's new energy vehicles will account for 4.9%, 2.6% and 5.7% respectively. With the gradual increase of The Krypton 001, by the first two months of this year, the sales volume of Geely's new energy vehicles accounted for 7.7% and 13% respectively, and the average monthly sales volume finally exceeded 10,000 units.
We can see that Geely's focus in the field of electric power has shifted to extreme krypton, and as for geometric brands, whether it is in products, technology or marketing, investment is significantly weaker. In the low-end market within 200,000 yuan, Geely has not yet launched a pure electric vehicle with new designs such as Euler Good Cat, GAC AION Y, Chery Little Ant, Wuling Hongguang MINIEV and so on.
The Extreme Krypton brand has a large volume and many orders, but the production capacity problem is difficult to solve in the short term, and it is difficult to increase the sales proportion of Geely's new energy vehicles by itself, and the geometric brand magic modifies the route of fuel vehicles, and it is thrown away by opponents in the low-end market. Fortunately, Geely is still the boss in the field of fuel vehicles, which makes it more relaxed than other manufacturers in the process of transformation.
From an optimistic point of view, Geely already has excellent technical reserves in the field of new energy vehicles, and the design, positioning, marketing and other aspects of The Kr 001 have become a hit in the high-end market, and in the field of hybridization, Raytheon Power also has the compatibility of HEV and PHEV routes.
In other words, Geely's current relative backwardness in the new energy market is actually a choice made by Geely according to its overall status quo, and many things are not impossible, but temporarily not for the time being. Therefore, in a short period of time, Geely will not transform into a pure new energy manufacturer, and there is no need to carry out this transformation prematurely.
Changan:
New energy vehicle sales account for 8.7% in 2021
In the new energy market, the pace of Changan Automobile as a whole is much behind Geely, the first product of the high-end brand Avita has not yet been officially listed, the stable delivery of the scale is pushed back a lot, and in the low-end market, Changan has not launched a special new energy brand.
However, Changan's new energy vehicle sales ratio, but higher than Geely, this is mainly relying on the listing of the National Edition of Ben E-Star, E-Star was originally listed in April 2020, the price was as high as 698-7.48 million, more than half a year only sold less than 10,000 units, after seeing the explosion of Hongguang MINIEV, Changan streamlined the configuration and endurance of this car. Pushing the price to 29,800-39,800, completely on par with Hongguang MINIEV, allowed it to sell 75,000 units in 2021.
In the first two months of this year, the number of Insurance companies on the E-Star was about 6,000, and one car contributed 80% of Changan's new energy sales. However, in addition, Changan's other new energy vehicles basically have no achievements, and the sales volume achieved by relying on simple and crude price reductions is not high in gold content and sustainability.
It is worth noting that Changan's first plug-in hybrid model based on the new iDD hybrid system UNI-K iDD has been listed, although this car adopts the old parallel hybrid scheme, but based on the dedicated high-efficiency hybrid engine, its fuel consumption and power have also been able to compete with BYD DM-i.
More importantly, the pricing control of UNI-K iDD is lower than that of the same level of BYD Tang DM-i, although UNI-K itself is not a best-selling model, but Changan has the ability to launch a hybrid car that is comparable to BYD DM-i, so in the field of PHEV, Changan also has a certain potential to achieve breakthroughs.
Overall, Changan Automobile's sales growth in the past two years is very strong, and last year's sales scale was second only to Geely, and the transformation of new energy will not be too urgent. But to what extent can Changan's high-end electric brand achieve, when will there be a breakthrough in low-end electric vehicles, and can PHEV products become a new growth point? These are all places that are currently difficult to predict and need to be continued to be observed.
Great Wall:
New energy vehicle sales accounted for 13.5% in 2021
The overall sales scale of the Great Wall is not as large as that of Geely and Changan, but in the field of new energy vehicles, the Great Wall has taken the lead, and this is mainly due to the success of its pure electric brand Euler.
Unlike Geely's geometric brand aimed at the mid-range price point, Euler started with a black cat priced at less than 60,000 yuan, and this is a brand new model designed from all existing products of the Great Wall (although it borrows from Smart), Q Meng shape, small body, cross-level spacious space, coupled with a very people-friendly price threshold, making it a very high-end role in the sales list of new energy vehicles after listing.
In fact, the black cat is not very popular as soon as it is listed, after the listing at the end of 2018, the number of insurance in 2019 is less than 18,000, but after the low-cost electric micro-car market was detonated, the sales of the black cat surged to 45,000 units in 2020, and further increased to 69,000 vehicles in 2021.
After the success of the black cat, the Great Wall completely determined the positioning of the Euler brand, and the similar positioning of the white cat and the good cat that broke through to the market of more than 100,000 yuan were listed one after another, which made the sales volume of the Euler brand reach 133,000 vehicles in 2021, and the sales scale has surpassed any of the new brands in the car-making force.
It is also thanks to the power of the Euler brand that the sales volume of Great Wall Motors' new energy vehicles (excluding pickup trucks) will exceed 10% in 2020, and the latest proportion has approached 15%, becoming an important sales pillar of Great Wall Motors.
However, this ratio makes the Great Wall realize the transformation is still too small, and the explosion of the tank 300 has also allowed the Great Wall to achieve a new breakthrough in the pure fuel market, and even launched a tank 500 equipped with a V6 large-displacement engine in 2022.
In fact, the success of the Euler brand is more to reduce the pressure on the Great Wall fuel vehicle on carbon credits, to solve the great wall power high-end large-displacement hard SUV model worries, although the transformation is the trend of the times, but in the short term, the Great Wall does not have the will, nor is it necessary to accelerate the pace of transformation.
Chery:
New energy vehicle sales accounted for 15.1% in 2021
Chery's situation is somewhat similar to the Great Wall, with a special Chery new energy brand, and the start is also from the low-cost micro-car. However, Chery's start was earlier than the Great Wall Euler, eQ1 (Little Ant) has been listed as early as October 2016, and sales reached nearly 19,000 units in 2017, although the scale is not large, but it was already one of the best-selling pure electric vehicles at that time. In 2018, its sales grew further to 44,000 units.
In the past year, the sales of small ants have reached a subversion, with 75,000 vehicles sold in the whole year, which is no less than the Euler black cat. However, Chery New Energy did not find a clear positioning like Euler, the success of small ants, largely rely on the lack of direct competitors market opportunities, for a long time, Chery has not been able to launch a second best-selling electric vehicle, the big ant listed in September 2020, it can be called a double disaster of design and sales.
Now we all know that Chery finally chose to learn from it, imitating the explosive Shenche Hongguang MINIEV, launched QQ ice cream, regardless of size, design, endurance or pricing, it is completely high imitation Of Hongguang MINIEV. Since its launch in December last year, the car has quickly given Chery a taste of sweetness, and the number of insurance vehicles exceeded 7,000 in January this year, and there is a momentum of breaking 10,000 in a single month in the future.
Driven by ice cream and small ants, Chery's new energy vehicle sales accounted for a staggering 41.9% in February this year, and the sales scale of Chery's pure electric vehicles this year is expected to exceed 200,000 vehicles, and its proportion in Chery's overall sales may also be stable at 30-40%.
In the field of pure fuel vehicles, Chery is relatively weak, the main brand monthly sales barely exceeded 10,000 models, only Tiggo 8, the scale of high-end brand Xingtu a year is less than 30,000 vehicles, only to the low price, cost-effective as the selling point of the shortcut, to Chery to supplement a lot of sales, but in the long run, this fierce competition in the market does not have much room for growth.
That is to say, Chery's fuel vehicle business is not much stronger than BYD, but its new energy products are still too thin, and it lacks the corresponding technology accumulation and brand precipitation, if there is a chance, there must be a willingness to transform as soon as possible, but whether it is in the field of pure fuel or new energy, Chery's potential is not very optimistic.
SAIC-GM-Wuling:
New energy vehicle sales accounted for 39.9% in 2021
SAIC-GM-Wuling's exploration of low-cost electric micro-vehicles is very early, in July 2017 launched Baojun E100, September 2018 launched E200, in June 2020 to add Baojun E300 (renamed KiWi EV last August), although the sense of existence in the country is very low, but the idea of creating low-cost electric scooter micro-vehicles, SAIC-GM-Wuling has been promoting.
Therefore, it is no accident that such a blockbuster as Hongguang MINIEV is from Wuling.
Before the birth of Hongguang MINIEV, SAIC-GM-Wuling accounted for only 4.2% of new energy vehicle sales in 2019, that is, those contributed by baojun E series, and in 2020, this proportion soared to 18.1%, and further climbed to 39.9% in 2021, with sales of 423,000 units, surpassing the total sales volume of Wei Xiaoli.
Wuling, which mainly relied on cost-effective sales of low-cost oil vehicles, has become a large seller in the new energy market. Putting aside the PHEV plug-in hybrid car, saic-GM-Wuling pure electric vehicle sales are even much higher than BYD.
So from the perspective of willingness, SAIC-GM-Wuling is more active for the transformation, but unfortunately, in addition to Hongguang MINIEV, its attempts at a higher price electric market are not very successful, with the increase of competitors, The sales scale of Hongguang MINIEV will not always be strong, want to truly transform into a new energy vehicle company, SAIC-GM-Wuling must take the electric market in the range of 5-100,000 yuan, if this is done, then its current dilemma in the field of fuel vehicles is no longer a problem.
Unlike other car companies, SAIC-GM-Wuling has actually been transforming, which is a car company with a very strong sense of crisis and change ideas, and for the market of pursuing practicality within 100,000 yuan, SAIC-GM-Wuling is still promising. Such a car company may become the fastest independent brand to achieve new energy transformation after BYD.
SAIC Passenger Cars:
New energy vehicle sales accounted for 18.7% in 2021
Backed by Shanghai, the largest new energy market, SAIC Passenger Vehicles has achieved nearly 10% of the proportion of new energy vehicles as early as 2019, but its progress in the next two years is not obvious, and the sales of new energy vehicles are mainly achieved by the plug-in or electric versions of various fuel vehicles.
The high-end pure electric vehicle Marvel X launched in 2018 has only sold more than 5,000 vehicles so far, and only the low-end micro-car Kelaiwei launched in March 2020 has sold nearly 47,000 units in 2021 driven by Hongguang MINIEV. It is also by relying on this model that SAIC's sales share of new energy vehicles has increased to 18.7%.
From a certain point of view, SAIC's new energy vehicle business has always been supported and protected by Shanghai, which greatly affects the subjective initiative of car companies, positioning the R brand in the mid-market, still relying on oil to electricity products, and the new high-end brand Zhiji, has not shown the vitality and attractiveness of krypton, and in the new round of DHT hybrid technology tide, SAIC has not yet come up with technology that can be compared with BYD DM-i, Great Wall DHT, Geely Raytheon hybrid and other systems.
Therefore, from the perspective of initiative, SAIC's motivation to promote the transformation of new energy is not strong, but if its fuel vehicle business declines significantly in the next two years, the passive factors from market pressure may be more obvious.
GAC Passenger Cars:
New energy vehicle sales accounted for 28.1% in 2021
7.5% in 2019, 18.8% in 2020, 28.1% in 2021, in the past three years, the proportion of new energy vehicle sales of GAC passenger cars has risen to a higher level every year, compared with the surge in Wuling and BYD in the past two years, and the "stability" of SAIC passenger cars for many years, the pace of transformation of GAC passenger cars has appeared firm and steady.
The first model of the AION series, AION S, was listed in April 2019, and within a year, AION LX and AION V were added, but the real volume is still dependent on AION S, and the reason behind it is inseparable from the keyword of "online car".
However, in April 2021, the already independent Aion brand launched a special positioning AION Y, giving full play to the advantages of the large space of pure electric vehicles, becoming another sales pillar in addition to AION S, helping GAC achieve sales of 123,000 new energy vehicles in 2021.
Compared with SAIC, the main pure electric vehicles of GAC Motor are separated from the existing fuel vehicles, adopt a new positioning and design, and gradually form a different brand style from the Trumpchi brand, and this investment has also reaped rich market returns.
Because the overall volume of GAC passenger cars is not large, this makes it easier to promote transformation than geely, Changan and other brands, and the fuel vehicle business, which is still relatively healthy, allows GAC to choose the pace of transformation more calmly.
summary:
Taking the independent brand camp as a whole, the rapid growth of the new energy market is definitely an opportunity greater than a challenge, and the achievements that have not been achieved by independent brands in the field of fuel vehicles in the past have now made many breakthroughs, and BYD has taken the lead in achieving transformation, which is also very exciting.
However, specific to the individual, the situation of each manufacturer is different, the transformation of new energy is the trend of the times, but fuel vehicles are still the main force of the market at present and in the future for a period of time, and manufacturers still have to respond reasonably and stably according to market policies and their own advantages and disadvantages.
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