Who has the right to speak in the industry, who has the pricing power of the industry, these companies are undoubtedly dividing up the huge dividends in the industry, and the automotive industry is nothing more than others.
Since the beginning of this year, Tesla, BYD and other auto companies have successively announced the price increase of their new energy vehicles, ranging from 1,000 yuan to 30,000 yuan, the news from all sides has come that two-thirds of the top 30 new energy vehicles in terms of sales have officially announced price increases, and the remaining one-third are on the way to price increases, and the new energy vehicle market has fully ushered in a wave of price increases.
"Rising raw material prices" have become the reason for the increase in the price of new energy vehicles. In fact, when the pressure of sharp price increases in raw materials hits, battery manufacturers bear the brunt of it, then to car companies, and finally to consumers. In addition to the price increase of raw materials, the transfer of industry pricing power is also an important factor.
The price of new energy vehicles has risen sharply
Since the beginning of this year, the price increase of new energy vehicles has gone through two rounds, and the price increase ranges from thousands to tens of thousands, and for consumers, the purchase has caused some pressure.
The first round of price increases was concentrated in the beginning of January and February, the increase was relatively small, the price increase was mostly 3000-5000 yuan, and even some car companies only increased the price of some models by about 1000 yuan, for example, the price of the ER6 series of models increased by only 1000 yuan. The second round of price increases is concentrated in March, such as GAC Aean, its AION S Plus series rose by 4,000 yuan, AION V Plus in addition to the most expensive 70 super fast charging version and 90 ultra-long endurance version, the rest of the models rose by 5,000 yuan. AION Y rose even higher, with a price increase of 10,000 yuan for the whole series.
In fact, there are not a few models with an increase of more than 10,000 yuan, and some models have risen by more than 30,000 yuan. On March 15, BYD Auto officially announced that it will adjust the official guidance price of new energy models related to Dynasty Network and Ocean Network, ranging from 3,000 to 6,000 yuan. This is also bydy's second price increase this year. In January this year, BYD announced that its new energy models would increase prices by 1,000-7,000 yuan.
On March 18, Xiaopeng Motors announced that it would adjust the price of the models on sale, and the increase in the price before the subsidy was between 10,100 and 20,000 yuan. According to the new price released by it a few days ago, the price of its models after subsidies has actually increased by 10,100-32,600 yuan.
The next day, WM Motors announced that it would adjust the price of the models on sale, and the price would be raised by 7,000-26,000 yuan after the comprehensive subsidy. And this is not the first time that WM Motors has raised prices this year. At the beginning of March, WM Motor announced that its 2022 EX5-Z PRO all-round version was priced at 154,800 yuan, and the Lead Chuangling edition was priced at 163,800 yuan, and the price was increased by 3,000 yuan and 4,000 yuan respectively.
Among many car companies, Tesla is the car company with the most price increases. Since entering March, it has adjusted its price three times, and each price increase has been more than 10,000 yuan. Many netizens joked that Tesla's price increase rate is comparable to oil prices. So what is the reason for this price increase? Is it really the widely circulated "rising raw material prices"?
In March this year, in the Chinese market, the average price of battery-grade lithium carbonate soared to 500,000 yuan / ton, a year up 10 times and the supply exceeded demand; on the London Metal Exchange, nickel prices soared by more than 240%, breaking through $100,000 per ton, and then pulled back to $40,000, still twice the price at the beginning of the year. Lithium and nickel these two metals are important raw materials for new energy vehicle power batteries, and raw materials rise, the power battery of new energy vehicles also has to rise, with the rise in cost, the price of new energy vehicles has become reasonable.
This price increase does not seem to be temporary, and even the price of battery raw materials does not rule out the possibility of further increases. Caijing believes that in the next few decades, the strong demand for lithium, nickel and other resources determines that it is impossible to fall back to the cost line, and the cycle fluctuation law fails, replaced by a logic similar to the "market supply and demand determines the price" similar to oil.
Research institutes such as China Merchants Bank Research Institute, Deloitte and some mining enterprises predict that the structural shortage of upstream minerals will be difficult to alleviate in the short and medium term. In addition, the domestic subsidies for new energy vehicles will be completely stopped at the end of this year, when the profit pressure of car companies will inevitably further increase the price, even if the price of raw materials at the end of the year is relaxed, it is difficult to offset the subsidy amount.
Industry pricing power changes
When an OEM says that it is "stuck in the neck" by a certain part, looking at the history of the past 100 years, it seems that it has never appeared, the wave of automobile electrification, the adjustment of the new industrial order ushered in and the formulation of new game rules, the absolute discourse power positioning of the MAIN ENGINE factory has been challenged.
In fact, the passive price increase of car companies is closely related to the transfer of pricing discourse. When the role of batteries and chips in automobile production is becoming more and more important, car companies are not the only dominant product prices, but also face the upstream constraints of battery factories and chip factories.
For example, in addition to BYD's self-produced batteries, the Ningde era occupies more than 60% of the market size. More than half of the proportion shows its strong position, and indeed gives the Ningde era more bargaining power. According to a number of media reports, the price of catheter power batteries has increased many times, and the price of power batteries has increased by more than 15% this year, and will continue to increase in the price negotiations in the next two quarters.
The staff in charge of procurement of a car company said: "Compared with the price increase, everyone is more afraid of not selling cars, and selling enterprises without cars will be finished." No matter how high the upstream price is, you have to buy it, just hoping that the supply can keep up as soon as possible. "Because compared to the shortage of chips that has continued since last year, there is at least room for negotiation on batteries."
In addition, the sharp rise in gasoline prices has also provided an opportunity for the price increase of new energy vehicles, and the balance of supply and demand in the market has changed. From March 4 this year, domestic gasoline per ton of 260 yuan, diesel per ton of 255 yuan, this is already the fourth price adjustment since 2022, oil prices continue to rise, which directly led to No. 92, No. 95 gasoline into the "8 yuan era", the current domestic provinces 92 gasoline prices have reached more than 8 yuan, many people directly call driving can not afford to refuel. New energy vehicles not only meet the function of fuel vehicles, but also do not need gasoline to provide power, and their sales will naturally rise, making the overall price increase of new energy vehicles more confident.
The March sales figures released by the Association are enough to confirm this. In the sales list of models of new car-making forces, the ideal ONE sold 11,034 units, ranking first, up 125.18% from the same period last year. Xiaopeng P7 ranked second with sales of 9183 vehicles, up 221.65% from the same period last year, and the cumulative sales volume this year reached 19427 vehicles. In March, Nezha V sold 8122 vehicles, ranking third, up 153.34% over the same period last year, and the cumulative sales volume this year reached 18677 vehicles. Overall sales are on the rise.
New energy vehicle price increases are also facing a game and balance with market demand, if the price increase is too fierce, I am afraid that I will lose the market, if the price is not increased, my own cost pressure is very large, the main engine factory is facing many problems, however, the first solution is the problem of profitability, for the new car forces can also burn the investor's silver, the traditional main engine factory considers real money and silver.
Written by Wang Kailu
Editor-in-Chief Sun Chen
Pictures of the Internet
Today's headlines | NetEase | Big Fish | Penguin | Love coffee number
A little information | Sohu | There is a car | Easy car | Chejia number
Number One Car's Media "And"
The | of the Tianxia Car Bureau is not finished