The new energy vehicle market and the traditional fuel vehicle market are two markets that are opposites, one is emerging, one is traditional, one is mainly electricity, and the other is mainly oil.
The reason why the new energy wind will blow is mainly due to the influence of environmental protection concepts and national policies. First of all, the concept of environmental protection, electricity is indeed environmentally friendly, but many people think that in the manufacture of batteries, the recycling of batteries will involve the problem of pollution, of course, this is difficult to avoid, control this aspect of the problem, is the enterprise, the country needs to think, and these are actually quite far away from us.
For us consumers, it is vital to the interests of the state, and the national policy has a great impact on our car use and car purchase. For example, since many years ago, in order to encourage car companies to promote the new energy vehicle business, the state has set up subsidies and purchase tax reductions, which are such benefits for enterprises and consumers, driving production and consumption.
However, it is precisely because of such a policy that there were many fraudulent and PPT car-making companies in the early stage, the most representative of which is LeTV Automobile.
Jia Yueting and LeEco Cars
Everyone should have heard of the "next week back to China Jia Yueting" terrier, the founder of LeTV Auto is Jia Yueting, when Jia Yueting made a very interesting PPT, but also vigorously held a press conference, announced the entry into the car industry. But not long after, the LeEco automobile project was terminated, LeEco went bankrupt and delisted, and the investors' money was adrift, while Jia Yueting was far away in the United States, and the domestic law was helpless against it.
However, Jia Yueting has never admitted that it is a PPT car, does not admit to cheating investors of money, and once said that he would "return to China next week" to repay the debt, but it has been four or five years since the incident, Jia Yueting still has not returned to China, and continues to have his car-making dream in the United States.
It is also because Jia Yueting's LeTV car has a very large impact, so that the Chinese people have been questioning new energy vehicles. In fact, in addition to the far-reaching impact of Jia Yueting, some other car companies have also caused a negative impact on new energy vehicles, the impact is in the quality, performance, such as mileage, initially many car companies like to use "isometric endurance" for publicity, isocular endurance is the ideal state of endurance, and our daily driving habits have a very large gap. Later, consumers found that the actual measured endurance of the vehicle and the constant speed endurance of the official propaganda are far from each other, the official publicity may be 400 kilometers, and the actual measurement is likely to be only 200 kilometers, causing a huge psychological gap for consumers.
But in any case, the country has already planned the general direction, and formulated relevant policies, subsidies are also given every year as scheduled, the most critical thing is that our country lacks crude oil resources, the direction of new energy can not be changed. Therefore, the road of new energy must go on.
At that time, after the light of LeTV cars dimmed, a large number of new forces poured out.
The three major forces of the new force: Wei Xiaoli
After LeTV Automobile, a large number of new forces emerged, three of which are particularly prominent, and the operating conditions are also the most good, namely Weilai Automobile, Xiaopeng Automobile, and Ideal Automobile, which everyone collectively refers to as "Wei Xiaoli".
Judging from the time of launch of the first model, the order is Weilai, Xiaopeng and Ideal, so the sales volume is also such a ranking at the beginning.
The positioning of the three new forces is completely different, Weilai focuses on luxury, service, so the pricing of the vehicle is relatively high, the price of the first model ES8 is about 500,000 yuan; Xiaopeng focuses on intelligence, intelligent which includes assisted driving, automatic driving, automatic driving belongs to the future, since the focus on intelligence, then Xiaopeng may not only rely on selling cars to make money in the future, but also may be selling software to make money, so such a positioning, but also let Xiaopeng's vehicle pricing is low, taking the people-friendly route, Because it needs to do a good job in the volume of the market first, it is convenient to deeply cultivate the intelligent route, which is a bit forward-looking thinking; the ideal focus is on the extender, the extender is a kind of plug-in hybrid, both electricity and oil, because there is no mileage anxiety, but also enjoy a part of the national subsidy policy, so the ideal sale of vehicles is very popular with consumers, but the real sense of the new energy vehicle should only use electricity or other new energy, and should not be electric and oilable, so the ideal has been taking the route of the extender, For many years, pure electric vehicles have not been launched, so they have been complained about and questioned by everyone.
On the one hand, the reason why the three new forces have developed well is that it is related to its own brand positioning, and the other is related to the country's policies. However, from 2023, the state subsidy will be officially terminated, and whether it can continue to grow healthily at that time is a great test of the real strength of each family.
From Wei Xiaoli to XiaoLiWei
Whether it is the time of the launch of the first model, or the initial sales level, the order is "Wei Xiaoli", and since 2021, the pattern has changed, becoming "Xiaoli Wei". Why is there such a change, and what are the factors?
First, there is positioning. Weilai is taking the luxury route, the existing models are sold at least 300,000 yuan or more, and the highest is sold to more than 600,000 yuan, you know, Weilai is essentially also an independent brand, an independent brand sold at such a price, it is indeed very high.
Of course, it is undeniable that Weilai has its own set of business ideas, because it is a luxury route, it must do a good job in user service, so it has attracted a large number of loyal fans, so word of mouth, will continue to attract the attention of some elites. In the end, those elites believe that if they have to buy a new energy vehicle, they must choose Weilai, and other brands cannot match their identity.
Naturally, the price of luxury cars is high, the consumer group will not be so wide, and it is easy to encounter bottlenecks. In this way, Xiao Peng and Ideal came to the fore.
First of all, the ideal is to take the range increase route, and pure electric vehicles enjoy the same national policy, no lottery number is unlimited, attracting many people to buy. However, perhaps because there is no mileage anxiety in the extender and the national policy is enjoyed, the ideal CEO never worries that his car will not be sold, so there is occasional spit and anger at the owner.
Leaving aside for the moment what kind of changes will occur after the adjustment of national policies in 2023, for now, due to the very conservative route taken, the ideal research and development is also quite conservative, after Weilai and Xiaopeng have developed and launched intelligent auxiliary driving functions early, the ideal NOA is late and seems to be no worries.
There is no doubt that the future car must be intelligent, and who can lay out the intelligence first will have a high probability of greater success. As mentioned earlier, Xiaopeng's pricing is close to the people, that is, low price, the pursuit of cost performance, which also leads to Xiaopeng's gross profit margin compared to Weilai, ideal growth is slow, but if you want to do a good job of intelligence, so that their own intelligent driving is widely recognized, you must first pave the amount.
In terms of product layout and pricing, Xiaopeng in many new forces most like the traditional car companies, not only own SUVs and cars, the current pricing range covers more than 100,000 yuan to more than 400,000 yuan, it is understood that the new medium and large SUV Xiaopeng G9 will be unveiled in June this year, and then delivered in the third quarter.
In terms of intelligence, Xiaopeng will push the urban NGP function in the second quarter, which is highly anticipated, compared to the high-speed NGP, the urban NGP function is more complex and more advanced, because one is realized in the closed road, the other is realized in the open road, and there will be many more sudden and unpredictable things to face on the open road.
Therefore, why Wei XiaoLi has become a small Li Wei, brand positioning, product layout, product pricing, intelligent results, etc., are all influencing factors.
Auto Network Review: 2023 opens a new round of fighting
The new energy automobile industry belongs to the emerging industry, this industry has gone through a chaotic period, a period of growth, of course, it has not yet ushered in a mature period, and it will take a lot of time to mature. This industry has spawned many new things, not only car companies, but also some suppliers, etc., the chain between each other is already intricate, although compared to traditional car companies, traditional fuel vehicles, new energy vehicle companies, new energy vehicles are immature, but also more potential, more promising.
At least now it is no longer a period of chaos, but a period of growth, 2022 is a very critical year, after losing the protection of national policies, 2023 will begin a new round of fighting.