I don't know who said it at the beginning, don't look at the unlimited scenery of the new car-making forces now, once the traditional car companies come back to god, the new car-making forces will have no place to stay! This has been said since the emergence of new car-making forces, but after a few years, the prediction has not been fulfilled, but the traditional car companies are in crisis.
The BBA, which called the wind and rain in the era of fuel vehicles, did not show their dominance after returning to God, Mercedes-Benz, BMW, and Audi sold a total of about 27,000 pure electric vehicles in China, which is about equal to the sales of new power head companies such as Weilai and Xiaopeng in one quarter. And many people once the traditional car companies to exert force, there will be no place for the new car-making forces, but the sales in recent years are rising steadily. In 2021, Tesla Sold 484,100 new cars in China, BYD sold more than 590,000 new energy vehicles, and Xiaopeng Motors sold more than 98,000 units. Opponents who were once dismissed by the BBA in the era of fuel vehicles are now shining in the field of new energy vehicles.
BBA new energy vehicle sales were "wiped out"
Can you recall that there is a BBA new energy vehicle with particularly hot sales? The answer is no.
Last month, Audi sold the best pure electric model, selling 249 units that month, and the Audi E-TRON, which was highly expected, did not even break the hundred. Mercedes-Benz's three pure electric models sold more than 300 vehicles last month, even though Mercedes-Benz EQC has given a 180,000 yuan discount in some areas. As the only pure electric model under BMW, the BMW iX3 is the best pure electric model sold in the BBA, but compared with the popular models of the new car-making forces, sales are still not enough.
Tesla Model Y sold 39,000 units in March, MODEL 3 sold 26,000 units, BYD Han sold nearly 10,000 units, and NIO ES6 also sold more than 5,000 units.
Oil to electricity is still sold expensive?
BBA's pure electric models sell poorly, completely because the product force is too poor, BBA's brand appeal in the era of fuel vehicles still exists, but in the field of new energy, BBA's brand aura still can't hide their weak product strength, if it were not for the fact that these models hung BBA logos, their sales would undoubtedly be more bleak.
BBA's current pure electric models in China, all are oil to electricity models, no car is really based on the pure electricity platform to build, oil to electricity is not the original sin, but your dish is the original sin ah. Take Mercedes-Benz EQC as an example, the starting price is as high as nearly 500,000 yuan, but the endurance is 440KM, zero hundred acceleration 6.9 seconds, no parameter is surprising, look at the same as the medium-sized SUV MODEL Y, starting at 316,900 yuan, endurance 545 kilometers, zero hundred acceleration is also 6.9 seconds, Mercedes-Benz EQC in the endurance, performance, driving experience, handling, intelligence level, etc., there is no one with advantages, Mercedes-Benz EQC even thunderstorms on one of the three major motors, There was a low-level error such as damage to the electric motor due to a coolant leak, and more than 10,000 vehicles were recalled. How to persuade consumers to spend 500,000 yuan on such a product? Is it because of faith?
Got up early and rushed to a late set
In fact, BBA has long smelled the trend of new energy vehicles.
In 2007, BMW launched the "Project i" program, which began to develop new energy technologies and transform them. In 2009, Mercedes-Benz and Tesla reached a partnership to jointly develop a pure electric model, and in the same year, the Audi e-tron concept car was unveiled. But in the 10 years that followed, the BBA did little.
BMW's first pure electric car, the i3, launched in 2013, had a range of only 160 kilometers, and Tesla was already able to achieve more than 600 kilometers at that time, Mercedes-Benz only released the first pure electric vehicle EQC in 2019, and Audi spent 12 years mass-producing them after the release of the e-tron concept car.
In the past 10 years, Tesla has risen to become the premier new energy vehicle giant, BYD has worked quietly, adhered to the self-development and self-production of three electric technologies, and finally became a hit in the field of hybrid vehicles. New car-making forces such as Weilai Xiaopeng Ideal have also stood out from hundreds of car-making forces in the past 10 years and accelerated their growth.
And the BBA is still immersed in the glory of the fuel car era, unwilling to easily transform, they refuse to step out of the comfort zone, losing the first-mover advantage and the best time to develop. They firmly believe that the era of fuel vehicles will not pass so quickly, they are reluctant to give up their model platform in the era of fuel vehicles, even if they transform into new energy, they still use the original fuel vehicle platform, commonly known as "oil to electricity".
Many people have test-driven BBA's new energy vehicles, but found that there is no difference with fuel vehicles, BBA fuel vehicles in the driving experience can not give consumers a sense of freshness, in the era of fuel vehicles, BBA engine and transmission excellent matching ability, in the era of new energy vehicles disappeared, and BBA in the era of fuel vehicles luxurious materials, workmanship, control advantages, in the era of new energy vehicles The attractiveness is also greatly reduced.
Is there a future for BBA's new energy models?
It is undeniable that the BBA's technical strength and financial reserves are very strong, but the question is how much time is left for the BBA? The most critical thing is that in the new energy era, the value system of the vehicle and the evaluation criteria of the owner are reshaped, and the traditional advantages of BBA are no longer valued by consumers, and most consumers are more concerned about the sense of design, control, endurance and intelligent level, which are the weaknesses of BBA.
In the face of the next decade, BMW shouted the slogan of "delivering 10 million electric vehicles", Mercedes-Benz set a goal of achieving full pure electrification by 2030, and New models launched by Audi after 2026 will all be electric vehicles. But time is running out for the BBA, will the century-old BBA become the next Nokia? Time will tell.