As the domestic oil price continues to run at a high level, the domestic new energy vehicle market "passive" ushered in the early heat, in the past Three months, the domestic new energy vehicle market performance is still hot, especially on the eve of the price increase of new energy vehicles, many consumers "pressed the line" to buy cars, contributing a lot of sales data to domestic new energy vehicles.
In March, domestic retail sales of new energy vehicles reached 445,000 units, a sharp increase of 137.6% year-on-year compared with the same period last year, and with the hot sales volume, the penetration rate of the domestic new energy vehicle market in March reached a high level of 28.2%, and the overall market performance was strong.
However, if the market is segmented, there is still a big difference, which is reflected in the fact that in March, the penetration rate of new energy vehicles in independent brands was 46%; the penetration rate of new energy vehicles in luxury vehicles was 32%,while the penetration rate of new energy vehicles in mainstream joint venture brands was only 4.3%. It can be said that when the entire domestic new energy vehicle market "runs wildly" forward, the joint venture brand has obviously "fallen behind".
Of course, such data is also displayed at the sales ranking level, the association will give the March 2022 domestic new energy vehicle manufacturers sales ranking, sales ranking shows that in March of the top 15 domestic new energy vehicle sales manufacturers, only two Volkswagen joint venture brands, and ranked first and second to last, in addition to these two, the other manufacturers are all independent brand manufacturers and Tesla such wholly-owned manufacturers. Overall, from the comparison between independent brands and joint venture brands, independent brands in the new energy sector, at least for the time being, are completely crushing the joint venture brands.
The current situation is actually in strong contrast with the era of fuel vehicles. In the period of prosperity of the joint venture brand, or until now, many consumers buy fuel vehicle products, the probability of choosing the joint venture brand model is still relatively large, but in the era of new energy vehicles, consumers seem to be very enthusiastic about domestic new energy vehicles, and they are dismissive of the joint venture brand new energy vehicle products, which can be fully reflected in the sales data. What is the reason for the joint venture brand to encounter the "double heaven of ice and fire" in the field of fuel vehicles and new energy vehicles?
In our view, an important reason for this situation is that the core technology of automobiles in the new era has been decentralized. That is, in the era of new energy vehicles, the way for each manufacturer to achieve the operation of new energy vehicles is not single, for example, the same can be used both oil and electricity, on the use of plug-in hybrid and extended range electric two, plug-in hybrid technology, the ideas of each manufacturer are not the same, but the products created can achieve the purpose of electricity when there is electricity, oil when there is no electricity.
And similar technologies are in the hands of different manufacturers! In the era of fuel vehicles, the joint venture brand occupies a large number of core technologies of fuel vehicles, and the monopoly and relative advantages in technology are the core of the brand advantages and price advantages of the joint venture brands, but this technical advantage, in the era of new energy vehicles, is no longer in the hands of the joint venture brand, but is scattered into the hands of a large number of independent brands and new car-making forces.
When the core technology is not mastered in the hands of the joint venture brand, in fact, the joint venture brand has lost its brand advantage in the era of new energy vehicles, coupled with the fact that domestic cars are more radical than the joint venture brand in the intelligent area, resulting in the contrast, the joint venture brand has become a core technology without core technology, to be intelligent and not intelligent, and the era of fuel vehicles, just fell one by one.
The change in technical status has not attracted the attention of joint venture brands, we see that although many joint venture brand manufacturers are launching new energy vehicles, these new energy vehicles compared to the same level of domestic electric vehicles or Tesla electric vehicles, the mileage is short, the acceleration time of 100 kilometers is long, but the price is much higher.
For example, Toyota's previous C-HR EV, a small pure electric SUV model with a range of only 400 kilometers and a length of only 4405mm, is priced at 225,800 yuan - 249,800 yuan, and this car is also a typical "oil to electricity" model.
And BYD's Song PLUS EV model, pure electric mileage reached 505 kilometers, the length of the car reached 4705mm, the price is only 180,800 -197,800 yuan, the key is that this model is the real sense of pure electric platform products, in contrast, it seems that C-HR EV is very low cost-effective, and such a situation, in the joint venture brand new energy vehicles, abound.
Joint venture brands are not willing to give up the "vested interests" in the domestic automobile market, that is, the positioning of a head higher than their own brands and domestic cars, resulting in the fact that there is no advantage in technology, while insisting on relatively high prices, which for joint venture brands, in the long run, will definitely ruin their "future" in the field of new energy vehicles, such a trend has been very obvious.
In our view, in fact, the joint venture brand wants to make achievements in new energy vehicles, only need to reduce the price, if Volkswagen, Toyota and other joint venture brands will reduce the price of new energy vehicles to the same level of prices as their own brands and new car-making forces, in fact, the opportunity is still very large, but have been accustomed to the high joint venture brands, especially the advantages of the joint venture brand, obviously not willing to do so.
From a long-term point of view, although the current fuel vehicle is still the main force of the domestic car market, and this piece is the "big home" of the joint venture brand, but the new energy vehicle is already a trend, if the joint venture brand still can not put down the body, continue the high-priced operation, then when the independent brand and Tesla will occupy the market "pit", the joint venture brand wants to turn back to seize the market, I am afraid it will be too late.