The postponement of the Beijing Auto Show did not delay the "battle" between car companies.
Last week, the BBA began intensive releases, and the Audi urbane concept car, mercedes-Benz EQS SUV, and BMW i7 set off a seemingly huge electric offensive.
BMW Group Chairman Chiptzer described "the BMW i7 as the strongest 7 Series, the latest example of BMW's successful development and firm electrification transformation"; Wen Zeyue, President of Audi China, called the Audi urbansphere concept car "the core of Audi China's enterprising 2030 strategy"; Kang Linsong, chairman of the board of directors of Mercedes-Benz Group, said, "The emergence of Mercedes-Benz EQS pure electric SUV has redefined the large luxury pure electric SUV segment." ”
And under these hard modifiers, BBA's pure electric road is not beautiful.
Can't sell?
"The first card of the BBA has been completed, the 100th meter of the marathon, Weilai ran in a relatively advanced position", "The future should be able to turn the BBA pattern into the NBA." ”
Why do the new forces that are "not deeply involved in the world" dare to intimidate the BBA, in the end is the domestic car floating, or the BBA can't hold the knife?
Although BBA is invincible in the fuel vehicle industry, its new energy sales are not proud, and its market share can explain the problem.
On April 13, according to the terminal retail data released by the China Automobile Center, in March this year, in the high-end pure electric market of more than 300,000 yuan, Weilai sold 9829 vehicles, followed by BMW, Mercedes-Benz and Audi, with sales of 3123 vehicles, 1199 vehicles and 116 vehicles respectively. Weilai's terminal retail data exceeds the sum of the three BBA companies.
Once the overlord of fuel vehicles, why fold the new energy, is the BBA not working, or this consumer is not working?
Zhihu gave the best answer in the last high-praise comment: "After buying Tesla, BBA ate ash, and now open Tesla to see BBA owners, just like holding an iPhone 12 to see them use Nokia 8850." Although 8850 was very luxurious at that time, it was not a grade and an era thing. ”
The advantages of the BBA were originally built on the "engine and transmission". And the electric car bypassed these two things at once, and the barrier collapsed. Under the new game rules of "endurance and intelligence", the BBA has no right to speak.
The most direct short board points to "oil to electricity", before the BBA's main three electric SUVs, all based on the existing fuel vehicle improvement, mileage, space is not dominant, the price is more expensive. Mercedes-Benz EQC, BMW iX3 and Audi e-tron are almost all priced at 350,000-500,000 yuan.
In addition, in addition to the newly revamped BMW iX3, Audi e-tron equipped with ACC adaptive cruise, lane keeping and other functions, in front of Tesla, Xiaopeng automatic navigation assistance system is simply vulnerable.
"Unless I'm crazy, why buy an old scooter of nearly 500,000 yuan, and the driving experience is no different from that of a fuel car." Indeed, the Audi e-tron resembles the Audi Q8, the Mercedes-Benz EQC looks similar to the Mercedes-Benz GLC, and the BMW iX3 and BMW X3 are copied and pasted.
It is worth mentioning that when Tesla and the new forces integrate all functions and physical buttons into the smart big screen, the BMW iX3 still retains the retro dashboard and gear, whether it is a traditional concept or backward strength, it is naturally self-evident.
In the face of inadequacy on the new energy track, BBA continues to "whitewash" its own publicity selling points, "we are a real luxury brand", "more professional car manufacturing", "will not sacrifice safety for aggressive endurance or automatic driving".
But the embarrassing thing is that whether it is Mercedes-Benz EQC, Audi e-tron or BMW iX3, there was a recall shortly after the listing, and it did not build the absolute quality advantage that veteran players should have.
counterattack
If the BBA is aware of the new energy aftermath, it is somewhat wronged.
In 2007, the third year of Tesla's establishment, BMW launched the "Project i" project and began to build new energy vehicles for mass production; in 2010, the ambitious Mercedes-Benz and BYD established Denza, which is a pure electric vehicle to challenge Tesla in China's world's largest new energy market; then Audi, which is not willing to be lonely, released e-tron.
But compared with the new forces, the BBA needs to consider too many problems, not only can not give up the existing fuel vehicle business, but also has to face the sweeping wave of intelligence. The new energy market is also in the BBA's hesitation, gradually divided by Tesla and new forces.
Today, the lagging BBA has made up its mind to electrify and started a race of speed and scale.
"If BBA wants to regain the market and regain consumer attention in the tram market, it is imperative to quickly launch its own products on the pure electric platform. If there is a product that can be played, the consumer will pay the bill. ”
Recently, Mercedes-Benz did a big thing that shook the electric vehicle industry.
On April 13, a Mercedes-Benz Vision EQXX drove from Sindelfingen, Germany, to the French town of Cassis, passing through a variety of road conditions such as highways and mountain tunnels, taking 11 hours and 32 minutes and driving 1008 kilometers continuously. The average speed of the whole journey is 87.4 kilometers per hour, and the maximum speed is 140 kilometers per hour. This speed is very power-hungry for electric vehicles, but there is still 15% of the power when the vehicle reaches the end, and the average electricity consumption is 8.7 kWh/100 km.
Running at high speed to more than 1,000 kilometers under real road conditions allows Mercedes-Benz to have its own "confidence" in the new energy track.
According to Mercedes-Benz planning, the corporate strategy will be transformed from "electric first" to "comprehensive electric", with the goal of providing pure electric models for all market segments in 2022, and the sales volume of pure electric and plug-in hybrid models will account for 50% in 2025, and each model will launch a pure electric version. Based on the Chinese market, in 2022, Mercedes-Benz will launch 21 new products, including 8 pure electric and plug-in hybrid models.
Audi also set the time node of the last new fuel car in 2025, that is, there will be no new Audi fuel car after this.
As can be seen from Audi's public investment plan, Audi will invest a total of about 35 billion euros ($42.35 billion) over the next five years, half of which will be invested in automotive projects and innovative automotive technologies. Specifically, about 10 billion euros ($12.1 billion) will be spent on electric vehicles and 5 billion euros ($6.05 billion) for hybrids.
There is no doubt that Audi's investment and research and development in the next 5 years is clearly focused on the field of new energy, and the abandonment of the development of new internal combustion engines shows that Audi has made up its mind to enter new energy vehicles.
From "in China, for China" to "home in China", BMW's China strategy has also continued to upgrade.
BMW official news, in 2022, BMW Group will present 5 pure electric vehicle models in China. By the end of 2023, this figure will rise to about 13 models. In 2025, sales of pure electric vehicles will account for 25% of bmw group sales in the Chinese market.
Under various plans, the speed of such a "poured bean" new car launch, compared with the new forces "squeezing toothpaste" car, its power can not be underestimated. However, the time node of 2025 also makes the BBA a little more tested.
Nowadays, in the face of the new energy market that has been left behind for a long time, whether this round of intensive new car release can arouse a wave is a thorough test for the BBA.