In the past two days, a number of car companies announced march sales reports, affected by the spread of the epidemic, chip shortages, etc., many manufacturers performed less than expected year-on-year, but this does not include BYD. BYD's performance in March was very eye-catching, selling up to 104878 new cars, an increase of 156.95% year-on-year. It is worth mentioning that BYD has stopped the production of fuel vehicles, so it has become the first brand in China to sell "100,000+" new energy passenger cars per month.
BYD can achieve brilliant results, and the joint venture car company "contributes indispensable".
Weilai and ideal, in the high-end market free soaring, not directly impact BYD. Xiaopeng, which mainly attacks the middle and high-end, has a certain overlap with BYD's market, but the target groups of the two sides are not very consistent. Nezha and Zero Run, both of which are cultivating the low-end market, can not cause any impact on BYD. Weima, which has the highest degree of market overlap, is small in size and has a weak reputation, and it does not pose any threat to BYD. Almost none of China's six new car-making forces compete directly with BYD. As for Tesla, in fact, there is no need to mention it, the two are not on the same track at all.
Other independent traditional car companies either start to play high-end, or play low-end with poor heat. For example, Geely, SAIC and Great Wall have all created high-end new energy brands, which are still in their initial stages. Car companies such as Chery are breaking through the micro and small car market and seem to want to seek an acre and a third of land first. With the current development status, no independent car company can pose a threat to BYD. From the aspects of technology, branding and marketing, the joint venture car companies should be BYD's strongest competitors, so why give them the opportunity to use them.
With the sharp increase in the price of raw materials, new car-making forces and independent car companies have announced the increase in prices with the trend, ranging from thousands to tens of thousands of yuan. The joint venture car company is the opposite, terminal preferential cash to engage in promotional activities: Dongfeng Honda CR-V sharp hybrid e+, terminal preferential cash 20,000 yuan + ; SAIC-GM Chevrolet patrol pure electricity, terminal preferential cash of about 25,000 yuan; FAW Toyota - Yize E into the engine, the terminal the highest preferential cash of 90,000 yuan; Volkswagen's ID. series of new energy vehicles, the terminal also has tens of thousands of yuan cash discount.
Price cuts are the most effective means to stimulate sales, but joint venture new energy vehicles seem to be immune to this trick. In March' new energy vehicle sales list, SAIC-GM Buick Micro Blue 6, ranked 35th, was the best performing joint venture new energy vehicle, with a total of 3,026 deliveries. According to the latest data from the Association, the penetration rate of new energy vehicles in mainstream joint venture brands is only 4.3%, and the penetration rate of new energy vehicles of independent brands is as high as 46%. Joint venture new energy vehicles can not be sold, which is the current situation of the new energy market.
How can the joint venture brand that is indispensable in the fuel vehicle market be half dead in the new energy market?
First, the "oil to electricity" model limits product strength. In order to save costs, joint venture car companies often choose to modify modules on the basis of fuel vehicles to become new energy vehicles. This "oil to electricity" model can quickly launch products, but the original fuel vehicle architecture will greatly limit the product power. For example, the above-mentioned FAW Toyota Yize E jinqing, the starting price is as high as 225,800 yuan, and the comprehensive mileage is only 400 kilometers. Nowadays, most mainstream models have a range of 500km, and Yize E enters the engine to talk about how to base itself on the market, not to mention that the price is still so high.
The second is that intelligent configuration is "outdated". There are also joint venture car companies that spend huge sums of money to build new energy production lines and conform to the trend to create new ecological models, but they are often unsatisfactory in terms of intelligent performance, and have obvious disadvantages compared with independent brand new energy vehicles. For example, the SAIC Volkswagen ID.6X, which starts at 245,800 yuan, is equipped with intelligent configurations such as L2-level driver assistance systems, but even the most basic OTA upgrades are not supported. BYD's intelligent performance is actually not satisfactory, but fortunately, people can easily achieve OTA upgrades.
Third, all parties are not too concerned. Because of the repeated epidemics, raw material price increases and chip shortages and other factors, the joint venture new energy vehicles have fewer existing cars, the 4S store promotion and display resources are limited, and the car pick-up cycle is also delayed again and again. In a number of joint venture 4S stores in Beijing, still mainly display and sell fuel vehicles, there is almost only one exhibition car for new energy vehicles in the store, and the car pick-up cycle has to wait at least one and a half months. Manufacturers are difficult to supply cash cars, terminal sales are cold, one after another, how can the sales of joint venture new energy vehicles burst.
In the new energy vehicle market, there is not a single joint venture car company that can fight, and the rise of BYD is also inevitable. Of course, BYD's real capital is leading technologies such as blade batteries, DM-i super hybrids and e-platform 3.0. It is not hard, how can it be made of hard iron?