In 2022, the retention rate of new energy models may be better than you think.
Author: Wu Jingtao
Since new energy vehicles began to widely enter the candidate list of Volkswagen car purchases, the differences in new energy vehicles such as battery life, energy replenishment, and climate adaptation compared with traditional fuel vehicles have always been a concern for many consumers who hold coins.
With the increase in the ownership of new energy vehicles, the improvement of supporting facilities and the upgrading and iteration of vehicle technology, key issues such as endurance and energy replenishment have improved significantly compared with several years ago. In this case, consumers' attention to new energy models has also been further increased from the previous technical route and car experience to the full life cycle experience of the vehicle, so that the degree of attention to the retention rate has become higher than before.
And there have been rumors that the second-hand residual value of new energy vehicles is "unbearable to see", and second-hand car dealers see the rumors of worry. In today's surge in the ownership of new energy vehicles and the improvement of the energy replenishment environment, is such a rumor still a fact?
01
Retention rate bites BBA fuel vehicle?
A few days ago, the China Automobile Dealers Association released the ranking list of used car retention rates in April 2022.
One of the most eye-catching is the ranking of the retention rate of 300,000 to 500,000 domestic luxury SUVs. There are three new energy models in the top ten models of the retention rate, and the ideal and Weilai models in the new car-making forces are on the list, of which the ideal ONE's retention rate is particularly eye-catching, with a three-year retention rate of 73.3%, biting the 76.9% Mercedes-Benz GLC and 74.9% BMW X3, ranking third in the list.
As an independent brand of new energy models, in terms of retention rate, it can bite the fuel models of traditional German luxury brands at the same price, which is believed to give many consumers who have a negative attitude towards the retention rate of new energy models a feeling of surprise.
At the same time, if we look closely at the retention rate of the main new energy models released by the association in April, and compare the three-year age retention rate data of these models in their respective market segments, we can find that their performance in the market segment is also at the upper middle level.
The retention rate of major new energy models
The overall retention rate of models in each class
In terms of one-year retention rate, in addition to the traditional "value preservation professional households" like Tesla and Porsche, 9 of the 15 new energy models with a one-year retention rate of 80% are independent brand models, which shows that there is no obvious disadvantage in the overall retention rate of independent brand new energy models.
From the above data, "the second-hand residual value of new energy models is unbearable" is not rigorous, and like traditional fuel models, the retention rate should be analyzed specifically by model, and cannot be generalized because it is a new energy model.
02
Used car dealers no longer have to worry
New energy models have worried used car dealers, which is another rumor on the Internet about new energy used cars. Open the search engine and enter the keywords of "new energy" and "used car", and negative information will come to you.
Headlines such as "60% depreciation in three years" and "electric vehicles become hot potatoes" abound. It seems that as long as new energy and used cars are linked, they will form a terrible and tragic story that people can avoid.
But now the situation has undergone some changes, due to the epidemic and some well-known reasons led to the international instability, this year there have been two major favorable new energy secondary market situation.
The first is the rise in oil prices, due to the international tension led to the continuous rise in crude oil prices, the domestic oil prices appeared in the "7 consecutive rises" situation. The news that No. 95 gasoline broke through the 9 yuan and approached the historical high point made many car owners directly break through the defense and complain bitterly.
In such a situation, the cost of travel has become a hot topic discussed after dinner, and it has directly led to many consumers buying a car, because of the consideration of car costs, they are more inclined to choose new energy models with lower travel costs, especially pure electric models that do not need to be filled with "expensive liquids".
Thanks to this, in the context of the general downturn in the automobile market caused by the epidemic, the turnover volume of new energy models and second-hand car markets in the first four months of this year still has a good performance.
Second, the tension in the global upstream supply chain has caused the price of battery raw materials to rise, which in turn has led to a collective price increase in new energy models in a short period of time.
The rise in this wave of price increases is rare, and the number of brands involved is rare, and the head brands like Tesla have raised prices three times a week. The price of new cars has risen collectively, and the price of second-hand cars has naturally fluctuated, especially for models with high market recognition, large ownership and relatively high second-hand residual value, such as domestic Tesla, ideal ONE, Xiaopeng P7, AION Y, etc., which are sought after by the second-hand car market.
Based on the influence of the above two major environmental factors, new energy used cars have improved to a certain extent compared with the previous level in terms of market and profit. Therefore, in the current second-hand car market, there have begun to appear merchants specializing in new energy second-hand cars, and mainstream new energy models like the above are also very popular in the second-hand car market.
03
How to preserve the value?
There is also a question that must be answered: why are new energy models more valuable than before?
I think there are two main reasons for this, one is that consumers' acceptance of new energy models is increasing.
With the continuous iterative upgrading of new energy models, in terms of battery life, mileage, energy replenishment methods, and degree of intelligence, the technical performance and use experience of new energy models have been comprehensively improved, especially in terms of vehicles, advanced auxiliary driving, etc., and fuel models are gradually opening up the gap.
At the same time, with the continuous increase in the market penetration rate and absolute ownership of new energy models, the public infrastructure facilities of new energy models are also increasingly perfect, and the experience of daily use of public facilities for energy replenishment has been substantially improved. Therefore, consumers' recognition of electric vehicles is also increasing, and market demand is growing rapidly, which has led to an increase in the retention rate of new energy models.
Second, the inclination of local policies for new energy vehicles in terms of subsidies, licenses, and restrictions has further enhanced consumers' desire to buy new energy vehicles.
Just last week, on May 6, after Shenzhen, Guangzhou also issued a draft opinion on the measures for exempting some parking fees for new energy vehicles in government public parking lots.
It is mentioned that new energy vehicles are free to park twice a day in public parking lots (points) invested by the government, each time for no more than 5 hours; parking in temporary parking spaces on urban roads is free for 2 hours, and the fee is halved for more than 2 hours; and it can be passed free of charge in the city sections such as the Ring Expressway, the Ring Expressway, and the Airport Expressway.
Although the plan is still in the stage of soliciting opinions, the news has caused heated discussion, and it is believed that it will also have a certain guiding effect for consumers who hold coins to be purchased. For the new energy second-hand car market, the preferential policies at the daily car level such as parking and toll reduction can have a positive impact on the vehicle retention rate.
04
Write at the end
It should be emphasized that although the current new energy models still cannot sit on an equal footing with fuel models in terms of the overall second-hand retention rate, it is by no means as miserable as the online circulation, and it must be analyzed specifically for specific models and avoid generalization.
If you pay more attention to the cost of the full service cycle of new energy models, especially the second-hand residual value, then you must refer to the authoritative retention rate reports issued by these industry associations mentioned in the article before buying a car. Rather than believing hearsay, these accurate market and model analyses must provide a higher reference value.
Finally, I would like to ask you a question, when buying a car, do you pay more attention to the experience of use or the retention rate? Feel free to leave a comment in the comments section to tell us what you think.
Today's topic
Which is more important, the user experience or the retention rate?
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