In the past 3 months, the domestic automobile market can be said to be surging, various uncertainties gathered together, domestic oil prices continue to rise, the price of No. 95 gasoline in most places exceeded 9 yuan / L, many fuel vehicle owners are complaining about the pressure on the car increased; at the same time, subject to the continuous rise in the cost of raw materials, many new energy vehicles adjust prices, the highest price adjustment range reached 30,000 yuan, so in the case of fuel vehicle costs and new energy vehicle prices rising synchronously, The pattern of the domestic auto market has also undergone some subtle changes.
From the data given by the Federation of Passenger Transporters, it can be seen that the domestic retail sales of new energy vehicles in March were 445,000 units, an increase of 137.6% year-on-year, an increase of 63.1% month-on-month, and the retail penetration rate reached 28.2%, a new high, compared with the same period in 2021, an increase of 17.6%, and the overall penetration performance of new energy vehicles is very obvious.
Of course, under such an overall performance, it has also spawned some new energy vehicle companies with phenomenal levels, the most eye-catching of which are BYD and Tesla. In March, WHEN BYD stopped production of pure fuel vehicles, the total sales of new energy vehicles reached 103,000 units, ranking first in China.
Tesla sales in March was 65814 units, in addition to these two, the overall sales of the remaining new energy vehicles and BYD, Tesla formed a fault line, it can be said that it is difficult to form a threat to BYD and Tesla in a short period of time.
From the perspective of sales level, Tesla and BYD also have a large sales difference, but because Tesla's average bicycle price is obviously higher than BYD, and Tesla's models are all pure electric vehicles, there is actually no problem in calling BYD and Tesla the double giants of domestic new energy vehicles.
BYD is a pure domestic car brand, Tesla is a wholly-owned brand, these two brands form a "double giant" model, leading the domestic new energy vehicle market to continue to develop in depth, and the market share of new energy vehicles outside these two brands is mainly occupied by other independent brand manufacturers and new car manufacturers. In fact, in the process of the overall rapid development of new energy vehicles in China, mainstream joint venture brands are collectively "absent". This can be shown through the data, according to the data of the Association of Automobiles, in the sales of new energy vehicles in March, the penetration rate of new energy vehicles of independent brands was 46%, the penetration rate of new energy vehicles in luxury vehicles was 32%, and the penetration rate of new energy vehicles in mainstream joint venture brands was only 4.3%. The luxury car defined by the Association of Automobiles is actually more than 300,000 models, that is to say, the whole series of Weilai, the ideal ONE, and some Tesla Model 3/Model Y are counted into luxury cars, so if you compare it, it seems that the joint venture brand is very weak in the sales of new energy vehicles.
Of course, in fact, in the past few years, we have seen Tesla from imports to domestic production, from few sales, to now often monthly sales of 60,000 to 70,000 vehicles, new car-making forces from precarious to 200,000 or 300,000 models sold to monthly sales of over 10,000, but the only constant is that the mainstream joint venture brand performance in the new energy vehicle market is still very sluggish. Although some joint venture brands are increasing in the number of new energy models, it is also a fact that the overall sales volume has not kept up with the changing rhythm of the sales volume of the entire new energy vehicle market, and the market share still cannot rise.
In fact, we have said more than once that in the era of fuel vehicles, the core technology of many fuel vehicles is in the hands of some joint venture brands, and after having the core technology, it has mastered the pricing power of the product, and because of the core technology, many consumers will look for these joint venture brands, and the brand influence and attractiveness will also be there.
However, in the era of new energy vehicles, although new energy vehicles also have core technologies, these technologies are obviously not in the hands of joint venture brands, so after losing the core technology, many joint venture brands want to be like the era of fuel vehicles, pressing on the price of independent brands and domestic cars, and it is not realistic to compress the cost as much as possible in the configuration. Therefore, we see that many joint venture brand new energy vehicles, especially the price of pure electric models is higher than the same level, the battery life is shorter, the acceleration is slower, and the configuration is lower, so that the joint venture brand new energy vehicles naturally have no product advantages.
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 in March, Tesla Model Y's monthly sales 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.
Of course, some friends may ask, in the era of fuel vehicles, many joint venture brand models are also like this, and sales are not also very good? Why not now? In our view, the reason is actually very simple, that is, after the joint venture brands lose the core competitiveness of new energy vehicles, they are actually weak in terms of brand power, coupled with the relatively low product strength, there is a big gap between intelligent driving and car networking and Tesla and domestic models. Therefore, many consumers are not "superstitious" about the joint venture brand new energy vehicles at all, which is a huge blow to the joint venture brand manufacturers.
Overall, now BYD from the traditional car companies to transform new energy vehicles, has achieved success, Tesla's market impact naturally needless to say, while other independent brands and new car-making forces in various ways to compete for users, only joint venture brands are still obsessed with earning the last dollar on fuel vehicles, slow in the field of new energy vehicles, can not see the current situation of the domestic new energy vehicle market, and the rapid loss of their own advantages. If tesla, BYD and other new energy vehicle companies continue to continue today, for a long time in the future, the vigorous development of the domestic new energy vehicle market may really have nothing to do with joint venture brands.