Under the "rising voice" of independent new energy vehicles, the joint venture new energy vehicles are doing the opposite.
"CR-V Rui Hybrid e+ now has a comprehensive discount of 26,000 yuan, of which the cash discount is 20,000 yuan." The sales staff of a Dongfeng Honda 4S store in Beijing told the "Daily Economic News" reporter that his store has not received a notice that the manufacturer will raise the price of new energy vehicles recently, and the preferential margin has not shrunk.
Image source: Photo by reporter Duan Siyao
Behind the "general decline" of joint venture new energy models, independent new energy vehicles continue to increase prices. On April 10, NIO announced that from May 10, 2022, the starting price of ES8, ES6 and EC6 models will be raised by 10,000 yuan, and the long-endurance battery pack battery rental service fee will be raised from 1480 yuan / month to 1680 yuan / month.
Under the repeated epidemics, the price of power battery raw materials, the shortage of key components such as chips, how long can the joint venture new energy vehicles not increase in price?
Some models have reduced prices by 90,000 yuan
"The Yize E in the store does not increase the price, and the cash discount is 90,000 yuan." Now the inventory is not much, the preferential margin is slightly smaller, and the previous cash discount can reach up to 130,000 yuan. A salesman in the Toyota 4S store of a certain automobile in Beijing told reporters.
The sales staff of a GAC Toyota 4S store in Beijing also said: "At present, the new energy vehicles in the store have different degrees of cash discounts, of which C-HR EV has the largest preferential range, which is 40,000 yuan, and the cash discount of iA5 and Leiling Double Engine E+ is also at least 15,000 yuan." ”
The reporter noted that even some of the newly listed 2022 models currently have a lot of cash concessions in the terminal market. The sales staff of a Guangqi Honda 4S store in Beijing said: "At present, the 2022 VE-1 cash discount is 30,000 yuan, and there are some cash cars in 2021, and the preferential margin can reach 40,000 yuan." ”
In contrast, the preferential margin of New Energy Vehicles of German joint venture brands is generally greater. A salesman at a SAIC Volkswagen 4S store in Beijing said: "The cash discount of the new Tiguan L PHEV and the new Passat PHEV in the store is 70,000 yuan. ”
The sales staff of an Audi brand 4S store in Shandong also said: "At present, audi Q2L e-tron can enjoy up to 61,000 yuan in cash discounts. ”
During the visit, many joint venture brand sales staff told reporters that the store's new energy models have no price increase plans. "At the moment, there is no sign of price increases [in our store]." The sales staff of the above-mentioned Toyota 4S store in Beijing told reporters that in fact, the new energy vehicles in their own stores sell very little, and if the price of other brands of models increases in the follow-up, the cash concession margin may be moderately contracted, but the probability of price increases should be very small.
The sales staff of the above-mentioned Guangqi Honda 4S store also believes that "it is unlikely that the price of the models in the store will increase on the basis of the price of the current model, and the price should be increased by increasing the configuration in the later stage." ”
"Selling a car and losing money"
Behind the tearful price reduction, the joint venture new energy vehicle is encountering the dilemma of "difficulty in selling cars".
"The previous discount for the micro-blue 6 pure electric vehicle was very small, and now the comprehensive discount is 20,000 yuan." The sales staff of a Buick 4S store in Beijing said, "The manufacturer has given the 4S store a task requirement, and we have to sell several vehicles every month, and we mainly sell fuel vehicles." ”
The sales staff of a certain Automobile Toyota 4S store in Beijing also expressed a similar statement: "To be honest, the price of Yize E into the qing is a bit high, and there are very few people who come to see it, our store actually does not want to sell this car, it is really selling a loss, but there is no way for the manufacturer to have requirements, it can only be sold in the store." ”
Image source: FAW Toyota official website
The reporter found that in many joint venture brand 4S stores, the figure of new energy vehicles can hardly be seen. In a GAC Toyota 4S store in Beijing, there is not a single new energy model in the huge exhibition hall, only a willanda high-performance version of the test drive parked outside the store. A salesperson in the store said: "Generally, there are very few people who look at new energy vehicles, coupled with the limited area of our showroom, fuel vehicles are almost out of place, so if anyone looks at new energy vehicles, they will let them see the fuel version of the model." ”
In fact, not only the sales of new energy models of mainstream joint venture brands are worrying, but even luxury car brands, their new energy vehicle sales are equally embarrassing.
"We now have a number of new energy models such as e-tron and Q2L e-tron in our store, and the current preferential margin is similar to some fuel vehicles, about 70,000 yuan." The sales staff of an Audi 4S store in Beijing told reporters that even if the discount is large, there are very few customers who come to the store to inquire about new energy vehicles.
In the process of investigation, the reporter found that there have been joint venture brand 4S stores that have abandoned the sale of new energy models. "Our store no longer sells new energy vehicles, only fuel models." A salesperson at a Beijing Hyundai 4S store in Beijing said.
There are fewer cars and a long pick-up cycle
At present, the joint venture new energy vehicles not only encounter the dilemma of "difficulty in selling cars", because of the repeated epidemics, the price increase of power battery raw materials, the shortage of chips and other factors, the shortage of existing cars and the long cycle of car lifting are also a major problem.
"The 2022 Changchun Pure Electric Nebula Edition does not have a current car, and there is only one exhibition car in the store, and it is now necessary to wait at least 1 month to order a car." A salesperson at a Chevrolet brand 4S store in Beijing said.
Coincidentally, the sales staff of the above-mentioned Dongfeng Honda 4S store in Beijing also said: "CR-V Sharp Hybrid e+ has only one exhibition car, no existing car, and the pick-up cycle takes at least 2 months." ”
What's more, the sales staff of a certain automobile Toyota 4S store in Tongzhou, Beijing, told reporters: "Yize E Jinqing can only book a car now, at least one and a half months." ”
Image source: Per reporter Duan Siyao photographed (data map)
The sales staff of a Certain Automobile-Volkswagen Audi 4S store in Beijing also said: "The 2022 Q2L e-tron pure electric smart enjoyment model has no existing car, nor is it in transit, and it must wait for 3 to 4 months." ”
Affected by the epidemic in Shanghai, the pick-up cycle of many new energy vehicles under SAIC Volkswagen has added more uncertainty. "There are no existing cars in the store for the 2022 ID.6 X and the new Tiguan L PHEV, and the booking has to wait about 3 months, because the shanghai epidemic is estimated to take longer to pick up the car." A salesperson at a SAIC Volkswagen 4S store in Beijing said.
At the end of March, a Volkswagen Group spokesman said volkswagen plants in Changchun, China, would close until April 5, while Volkswagen's plants in Shanghai would cease production from April 1 to 5. However, due to the impact of the epidemic, it was not until April 11 that FAW-Volkswagen's factory in Changchun began to resume work.
The sales staff of a certain Beijing automobile-Volkswagen 4S store said: "We are also very anxious, due to the uncertainty of the epidemic, the logistics industry has been affected, we can not guarantee the specific day to pick up the car, now we can only give the owner a rough time." ”
The electrification transformation of joint venture car companies still needs to be accelerated
The dilemma of the terminal is a reflection of the poor sales of joint venture new energy vehicles.
According to the latest data from the Association, in March 2022, the penetration rate of new energy vehicles in mainstream joint venture brands was only 4.3%, while the penetration rate of new energy vehicles of independent brands was 46%, and the penetration rate of luxury new energy vehicles was 32%.
"At first, I wanted to buy a joint venture new energy vehicle, but after turning around the market, I finally chose a car from a new car company." Talking about his own car purchase experience, Mr. Wang, the owner of the car, said that the price of joint venture new energy vehicles is generally high, but the mileage is short, and the intelligent configuration is also "outdated".
"The new energy vehicle products currently on sale by mainstream joint venture brands are mainly plug-in hybrids and 'oil to electricity' pure electric vehicles, and the product strength of endurance and intelligence has obvious disadvantages compared with independent brand new energy vehicles." An auto industry analyst believes that the lack of grasp of intelligent technology and the needs of Chinese users is the current shortcoming of joint venture car companies.
The "failure" in the new energy vehicle market has led to a shrinking market share of joint venture brands. According to public data, in March, the retail sales volume of mainstream joint venture brands was 590,000 units, down 30% year-on-year. Among them, the retail market share of Japanese brands fell by 3 percentage points year-on-year, the share of German brands fell by 7 percentage points year-on-year, and the retail market share of American brands fell by 0.5 percentage points year-on-year.
In stark contrast, retail sales of self-owned brands in March were 750,000 units, up 17% year-on-year, and the market share was 48.2%, an increase of 11.5 percentage points year-on-year. Cui Dongshu, secretary general of the National Passenger Car Market Information Joint Association, believes that the market share of independent brands has risen, and the market share of joint venture brands has declined, the main reason is the increase in new energy vehicles.
Although the joint venture brand currently performs poorly in the domestic new energy vehicle market, it is undeniable that the joint venture car companies have still achieved certain results in transforming new energy vehicles. According to the data of the Association, in March, the wholesale volume of new energy vehicles of "North and South Volkswagen" was about 12,700 units, accounting for 63% of the sales of mainstream joint venture new energy vehicles.
Image source: Per reporter Zhang Jian photographed (data map)
Since the beginning of this year, multinational car companies including Toyota, Volkswagen, Mercedes-Benz, BMW and other multinational car companies have continuously released signals of electrification transformation in the Chinese market. For example, Toyota's bZ series will push two electric vehicles this year; Audi will push at least 6 electric models this year; Mercedes-Benz will push 8 new energy models.
"Multinational car companies have made a lot of progress from the original hesitation to the current large increase and heavy investment in building intelligent electric vehicles, developing new products, creating new platforms, and trying new marketing methods, but they are limited by historical baggage, organizational structure and profit-driven model, and the transformation is not complete." In the view of the above-mentioned automotive industry analysts, the process of transformation of multinational car companies to intelligent electrification is long, and it takes a long time to achieve results.
Reporter | Duan Siyao's editor| Pei Jianru He Xiaotao Du Bo
Proofreader | Sun Zhicheng
| the original article of the daily economic news nbdnews |
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