Toyota Honda electric vehicle concentrated fire, how fierce is the shock wave?

Recently, Honda Toyota's new electric vehicles have been listed one after another, which has aroused widespread concern and discussion in the industry. And listen to the big coffee of the Auto Elephant Self-Media Federation, how to analyze this.

"Nice car" Li Yunkai (2022 rotating chairman of the Auto Elephant Self-Media Federation):

How to improve the evaluation system of pure electric vehicles? Traditional car companies give new ideas

Like traditional fuel vehicles, pure electric cars do not have perfect products. Under the premise that the total number of buff attributes is determined, what is the criterion for judging whether an electric vehicle is good or not?

In the eyes of new power brands, the "new" aspect that can subvert traditional cognition is more important, and the experience that traditional fuel brands cannot give can be recognized. Acceleration is not strong enough, mileage is not high enough, computing power is not strong enough, intelligent technology is not cool enough, industrial design is not breakthrough enough, these are the standards for measuring whether pure electric cars are good enough.

Unconsciously, these indicators have become a frame of reference for most people to evaluate the quality of trams. But does this criterion really make sense? At least in the eyes of traditional car companies, these standards are not so perfect.

In the front, there is the Volkswagen ID that focuses on real endurance, the Honda e:N that does not dizzy in the rear, and the Toyota bZ that emphasizes super control, we see that traditional car companies have not shown off their skills in terms of endurance, acceleration, and intelligent driving assistance, and have adopted a more stable, more practical, and more reliable conservative technical route.

In the view of traditional car companies, the safety of high redundancy, the driving comfort closer to fuel vehicles, and the more reliable quality are the priorities for evaluating the quality of electric vehicles.

From subversion to persistence, from the A side to the B side, we really need to think about it: Is the high endurance built by the stack battery really advanced? Does the 3-second acceleration from 100 km/h really make practical sense? Can't the driving sensation that is prone to motion sickness really not be improved? Is the risk of frequent spontaneous combustion really affordable?

A thousand people have a thousand Hamlets. We have too many things that have not kept up with the wave of electrification, in addition to charging piles, and rating standards.

"Uncle Zhong driving the road" Xu Zhong:

The new energy feast has been drunk for three rounds, is Toyota Honda late?

From Tesla to new forces, as well as the entry of some cross-border giants, the track of new energy vehicles has become more and more crowded, and the short-term development direction has become more and more clear. Toyota and Honda, the two giants, have missed the so-called outlet until the domestic new energy subsidies have declined to release the first model. But to say that they came late, it is better to say that they came by chance, after all, it is not too late to enter the game, and it depends on whether there are new tricks.

In the past two years, the core competitive field of new energy vehicles in terms of differentiation is intelligence, and most car companies have tacitly begun to weaken the competition of mechanical quality and strengthen the interpretation of intelligence. However, the intelligent road is still in the exploratory stage, the original functions and concepts are no longer fresh, and the two new cars of Toyota and Honda just return to the essence of the car as a means of transportation, still emphasizing the mechanical quality. In addition, the price of the low-end positioning has also taken the lead in opening the inner volume of affordable electric vehicles.

Secondly, the recurrence of the epidemic has led to the global "core" panic and the supply of Shanghai to break the "chain", and the price increase of new energy vehicles has attracted a lot of attention. Coincidentally, Toyota and Honda issued new cars at this time, absorbing part of the traffic to a certain extent, and also allowing more people to rationally understand the concept of "two fields" cars.

"Three drivers" Liu Zhixiang:

The Japanese have no pressure on the high-end and low-end opponents of new energy

Regardless of the specific differences in Toyota's product ideas, they adhere to the pragmatic and steady development logic and take the tool attribute as the core appeal of the product. Compared with the current new car-making forces and the Volkswagen ID series, Japanese new energy vehicles have embarked on a steady route with distinctive characteristics.

Different from Japanese products, Volkswagen's ID series has a more obvious distinction with its own fuel vehicles in terms of design, whether it is styling or interior collocation, the overall texture is relatively more prominent, and it seems to be catering to the "advanced" aesthetic of most new energy vehicle users.

Among the Japanese brands, the "localization" is more resolute is Nissan, and its main products are still on the road. The products of the first two fields to land, from the current point of view, should have a greater impact on its huge user base. For loyal fans of the two brands, Liangtian's new energy vehicles can make up for the demand for such products.

Perhaps as a system thinking of a global enterprise, Yota and Volkswagen are more global in the development of new products, even if they want to target a key regional market, they will also consider the efficient integration and utilization of the global supply chain, so as to maximize the practicality of products and the overall benefits.

Therefore, whether it is Two Fields or Volkswagen, when they develop products, they are more concerned about the reliability of the product itself in high-frequency use scenarios.

Compared with the more radical new car-making forces, the impact of Japanese products is not large, especially the high-end brands of the new forces. The overall pricing strategy of the Japanese system also determines that they will not put pressure on domestic low-end brands.

Therefore, the entry of Japanese new energy products will most likely bring about the purchase and purchase of Japanese brand base users, or it will be more attractive to the mid-range users who are more favored by joint venture brands.

Ghost Bucket Truck" Wang Kuijun:

The layout and technology of the two fields are very mature, and it is not difficult to enter the game quickly

Toyota focuses on energy saving, Honda focuses on power, presumably these genes will also be passed down to its electric vehicle products. I seem to be able to see that in the future, Honda's slogan will tend to accelerate instantaneously to beat a number of supercars, while Toyota is bound to repeatedly emphasize energy saving effects, braking force recovery and even the roof full of photovoltaic panels.

With the strong entry of the two fields into the field of electric vehicles, coupled with the Volkswagen ID series that has been laid out before, and even the new forces of car manufacturing, the field of electric vehicles will enter the situation of competing for deer in the next few years, and Toyota will certainly enter the game quickly. But what needs to be emphasized is that liangben and liangfeng seem to have just entered the game and are ready to enter the game, in fact, their layout in the field of pure electric vehicles has been there for a long time, and the related technology is very mature, but the time has not yet arrived, once the time has not come, once the full force into the field, with Toyota's leather durability, Honda's super power, these powerful car-making genes will not be easily lost. Especially for the new car-making forces, the previous practice of just piling up materials, increasing the screen, and increasing the mileage was completely insufficient. Even without the combustion engine and drivetrain, chassis tuning, power distribution, handling agility and ride comfort are all appealing, and will gradually emerge after the first consumers taste it. Don't forget that there is also the BBA itself, and time is really running out!

"Che Terresia" Luo Yu:

Shuangtian's fans are basically not to be underestimated, and Toyota bZ can sing more drama

Honda and Toyota's electric vehicles, choosing to enter the Chinese market at this time, are basically playing according to the established rhythm and phalanx. The pragmatism and stability they show in the product attributes reflect the boutique strategy that Japanese cars have always done. In terms of price strategy, Shuangtian did not choose to blindly hold high, but priced the main model in the range of 200,000-300,000 yuan, which means that the pricing area of Chinese brands, including BYD Geely Changan Great Wall, and a large number of new car-making forces, has been squeezed into a narrower range. After all, the brand, quality, channel and service advantages of Japanese cars are inherently there. Their fan base plate, in China, should not be underestimated. Considering that these are only the first round of bombardment of Toyota Honda, the future electric vehicle war, how tragic, can be imagined.

If you refine the analysis, this time Toyota moved out of the bZ brand, Honda used a slightly awkward e: N, Toyota in the brand marketing, seems to have a better chance to sing the drama.

Zhongshi Automobile" Zhang Shaojie:

For the concept and system of electric vehicles, Shuangtian has contributed a lot

With the efforts of major automobile brands in China's new energy vehicle market, China's new energy vehicle market is really a group of heroes and deer in the Central Plains, and the choice of Chinese consumers is more diversified. Veteran car companies such as Volkswagen, Honda and Toyota have set priorities in the field of new energy vehicles in China and participated in the competition, what are we looking forward to for the Chinese auto market?

The first is the idea, what kind of car to build? Now many brands focus on the big screen, speed up, endurance, space, as Musk's "first principles" thinking said, "many companies confuse the focus, spend a lot of money to do things that will not make the product better." "To know that Toyota, Honda, they have been accumulating batteries, motors, and electronic control hybrids for many years, on the basis of which their plug-in hybrid/extended range electric is very mature, and their full electrification transformation is after the subsidy decline, electric vehicles for them are very simple at the technical level, can only show that their preparation is sufficient, just like Honda's concept of "expanding life possibilities for everyone", and how to "provide new value for people's mobility and life". They focus on future changes in human travel patterns, rather than simply replacing or partially replacing the internal combustion engine with electric motors. Therefore, the previous new forces, Internet car manufacturing, seem to have deviated from the essence of the development of China's new energy vehicles, and the development of the manufacturing industry must need a foundation. I hope that these world's old car companies can bring some new ideas and new models to China's automotive new energy, calm down in the fanatical new energy atmosphere, and interpret the new relationship between people and cars in thinking about the new travel mode of human beings in the future.

The second is the system, Volkswagen, Honda, Toyota so many years in the field of oil vehicle system operation is very perfect, whether it is product supply chain or terminal sales, have a strong system force. In the process of electrification transformation, these system supports are indispensable. Using its own system advantages, under the premise of sharing at the social level, release more supply resources and guarantee resources, such as in terms of resource allocation, the layout is in online stores and surrounding charging infrastructure and after-sales service stores, so that Chinese consumers have more guarantees to reduce anxiety in the use of new energy vehicles.

China's new energy vehicles have developed rapidly, but it is still necessary to soberly realize that the development of new energy vehicles in the mainland is still in the cultivation period. The participation of more brands, especially large brands, has more important roles for China's new energy vehicle market to create an industry ecology and standardize the product chain.

"Ah Gui looks at the car" Ling Yugui:

The pure electric car market is the time to really test the big guys of traditional car companies

Starting from honda and Toyota launching e-series and bZ series pure electric models in China, it somewhat illustrates the awakening of the joint venture brand. Although it is not a large-scale counteroffensive, it at least shows their attitude. I believe that Tesla's success has stimulated the nerves of countless traditional car brands, especially since last year, Tesla models have successfully occupied the monthly sales champion of some market segments, and it has made countless traditional car company leaders sleepless.

What stimulates the nerves of these traditional car companies is that BYD actually won the domestic single-brand monthly sales championship in March and April with the success of new energy models (of course, dm-i credit). It can be seen that the rise of the pure electric car market is encroaching on the advantages of traditional car companies.

In fact, there are many brands that have entered the pure electric market, such as Volkswagen's ID series, Audi e-tron, Mercedes-Benz EQ... In China, there is no success, and even the dealers of these brands say that manufacturers are too conservative and disciplined when promoting pure electric models, or they are old-fashioned. What's even more embarrassing is that some merchants told me that when customers entered their stores, they actually asked: "Ah, your brand actually sells pure electric models?" ”

Therefore, the traditional car company tycoons entering the pure electricity market is not a problem of pushing several new cars or a new platform, but a system problem, a new thinking problem. Perhaps the pure electric car market is the time to really test the traditional car companies, and perhaps it is also the time for Tesla and BYD to subvert the automotive industry!

"Che Doli" Wang Zhiliang:

The joint venture brand's entry into the pure electric market is just the beginning

If 2021 is the year of the new domestic car-making forces, then 2022 should be the year when the joint venture brand begins to fully enter pure electricity.

Whether it is Volkswagen's ID series, Honda's e series, Toyota's bZ4X series, or Mercedes-Benz's EQ series, etc. From the high-end to the luxury end, from the price range of more than 170,000 yuan to 1 million yuan, this year's joint venture car companies have become more active and firm in the position of transforming and embracing electric and intelligent.

It is no exaggeration to say that multinational car companies have caught up early in the morning, but the joint venture brands with stronger assembly technology accumulation, platform cost advantages, parts supply chain quality, and higher adjustment standards have been sheathed and opened up the attack of real knives and guns.

Despite this, the new forces of autonomy and car-making have made great strides ahead. For example, BYD's battery technology is world-leading, Xiaopeng's intelligent cockpit is well-known, Weilai's after-sales service and user experience sense is perfect, and a number of new domestic car-making forces often have an endurance of more than 600KM. This determines that it is not easy for joint venture brands to crush domestic production in the short term.

In fact, electric vehicles and fuel vehicles are completely different logic products, with essential differences. In today's increasingly intelligent world, the pain points of being satisfied with young consumers are above all else, and the brand is secondary. Growing up under the tide of the Internet, young people have the highest say in what kind of electric vehicles to buy, and it is not the more expensive the better, the best for them is the best. For example, Wuling has been firmly occupying the electric market of 50,000 yuan, and the pure electric vehicle represented by "Wei Xiaoli" has made consumers flock to it, and in the price range of 100,000, 200,000 and 300,000, domestic brands and new forces continue to dominate the list.

So, the question is, in the face of domestic and new forces looking ahead, how many chances do joint venture brands have? It is estimated that it still depends on products and technologies. Under the market cognition and value system that pure electric has long been refreshed, removing the existing labeling is the basis for the late strike.

"W Power" Yan Yan:

Honda Toyota's entry into electric vehicles is estimated to be a thunderous ending

Honda and Toyota's entry into electric vehicles is estimated to be a thunderous ending. Why? First of all, if the chip problem that restricts their development is not solved, they can only exist in theory to a large extent; secondly, Japanese car companies do not attach great importance to the development of electric vehicles, especially Toyota, which they estimate to pay more attention to the next step of hydrogen energy development. Toyota's strength is still hybrid. Therefore, the impact on domestic car companies will not be great. Last month, two joint ventures between Toyota and Honda in China have released electric vehicles, and it is estimated that they do not know what will be faced in the future. Looking at the sales ranking of new energy in April, it seems that small electric vehicles are more favored.

"The hero gets on the car" Ren Hui:

The more aggressive the market is involved, the higher the vested interests of consumers

As we all know, traditional veteran car companies are too large in their own bodies, so whenever a new track appears in the automotive industry, they tend to be the last players to enter the track. Although this will cause them to lose their market opportunities, when emerging things enter a stable period, it is also the outbreak period of these established car companies.

For example, Toyota and Honda, which have been in the hybrid market, have begun to enter the pure electric vehicle market this year. We can find that honda e:NS1 and the newly released Toyota bZ4X have achieved extremely high popularity after their debut, even overshadowing the new power camp that has been fighting in the smart pure electric vehicle market for many years. As these veteran car companies continue to fire in the segment of electric vehicles, the shock wave it brings will undoubtedly reshuffle the electric vehicle market previously guided by new forces, after all, the technical strength, brand influence and even high reputation accumulated by these old car companies over the years are not something that new forces can shake in just a few years. Although many new forces will gradually lose their previous market share due to the fire of Toyota and Honda in the future. But this is a good thing for consumers, after all, the more powerful the market is involved, the higher the vested interests of consumers!