Who is the most successful new force in 2022?

Hello everyone! I'm Mogo

In the field of traditional automobile manufacturing, annual sales of 100,000 units is regarded as the life and death line of a brand. Having crossed this line, not to mention the big hit, at least survival is no longer a problem.

This year, many new forces have crossed this crucial line. Today, we are also taking stock of the new forces that can be considered successful in 2022.

Not only by sales, but also by what cars these new forces sell. Especially the new products this year, can they continue to live in the new year.

Nezha Xi Ti first

2023 is the key

The annual delivery volume is 152,073 units

When Nezha set the target of 150,000 units this year, few people may take it seriously, but Nezha really achieved his goal. Even if it was the last month of the year, the delivery volume was only 7795 units, which still did not prevent Nezha from finally winning the first place in the annual sales of the new force.

In the past few months, some people also questioned Nezha's delivery volume of water injection, but from the data of strong insurance, Nezha still ranked first in the new force brand with a score of 146,099. In the overall car market, it also ranks 33rd, and it can wrestle with many second-tier brands.

Nezha's current product line is also relatively simple, with only two products: Nezha V and Nezha U. Among them, the main force is the Nezha V, which sells 98,847 units a year, providing two-thirds of the brand's sales. Another model, the Nezha U, has a slightly weaker presence, contributing the remaining third. In the last month of the end of the year, it is the first month of delivery of the third model, the Nezha S.

Combined with the market, it is not difficult to see why Nezha V is hot. The four-door electric car of 8-100,000 yuan has become a vacuum area for big brands after Ola stopped the dark horse and voluntarily gave up. Nezha V has become one of the few options in this range. Moreover, the space is indeed practical, the sex can be used, and the configuration is sufficient.

But 2023 is under great pressure for Nezha V, and the two major devils of BYD and Wuling have targeted this market segment. Whether it is BYD seagull or Wuling binguo, they all have a good selling appearance. Whether from the brand or the product, the threat to Nezha V is obvious.

Moreover, Nezha V or Nezha U all take the ultimate cost-effective route, selling well but not necessarily making money. It may be hard to sell ten units, and the profit is not as good as NIO's selling one. This is also the reason why Nezha's financial data is still not good-looking, as the sales leader of the new forces.

Nezha needs to go up, and this year's focus on the new car Nezha S is very important. This new car has a lot of selling points, whether it is the size of the leap and the configuration of the leap, it makes it strong. But the high price has made it separate from Nezha's current image. Since the pre-sale, it is the thinnest presence among this year's "pure electric four tigers".

Nezha V has many challenges, Nezha S has an uncertain start, and 2023 is definitely a challenge for Nezha.

Wei Xiaoli is still the backbone

As the backbone of China's new force brand, Wei Xiaoli also successfully exceeded the 100,000 delivery mark, and the delivery volume of each other is similar.

ideal

The annual delivery volume is 133,246 units

Ideals have repeatedly become the center of public opinion storms this year, but they have not affected Ideals to be strong this year. Especially in the last two months of the year, the delivery volume of 15,000 units and 20,000 units was exceeded in a row.

The happiest thing for Ideal should be the overall success of the new generation of L-Series models.

When the L9 first launched, there were some doubts. But sales tell everyone that ideal is still the company with the deepest insight into consumer needs among the new forces. After the L9 began to be delivered, it quickly replaced Ideal ONE as the backbone of Ideal sales. The comprehensive improvement of product power also makes the ideal reputation increase significantly.

The launch of the ideal L8 is a hot spot in public opinion, on the one hand, it is a surprise product release, which catches the media and consumers by surprise, thus causing a lot of controversy. On the one hand, there is some overlap in product features between the ideal L8 and L9, which makes people worry about whether the sales of the two models will affect each other.

And December sales have proved that L8 and L9 are not 1+1<2 relationships, both can fire. I have to make people feel again that the ideal has a deep understanding of the product.

But whether it is the ideal L9 or the ideal L8, it is an activation of a previously unpopular market, and it is difficult to find direct competitors in the entire market. The new car L7, which will be released next, as a large five-seat SUV, faces more mature competitors. In fact, what is more expected is that the L5\L6 and other models that will come in the future are completely out of the ideal comfort zone.

NIO

The annual delivery volume is 122,486 units

NIO is one of the pioneers in the new forces, and the amazement brought by NIO in those years was all-round. However, in the past two years, NIO's sales have been stable but not outstanding, and even fluctuated. However, since the second half of this year, NIO's sales have gradually stabilized, and it has successfully crossed the life and death line of 100,000 units.

In 2022, NIO also achieved several breakthroughs in deliveries. With an annual sales volume of 122,486 units and a stable monthly sales volume of more than 10,000, NIO has entered the ranks of second-tier luxury brands, and its overall sales are close to those of second-tier strong brands such as Volvo.

Among the 15,815 new vehicles delivered by NIO in December 2022, deliveries of the ET7, ES7 and ET5 models of the second-generation technology platform continued to increase, reaching 13,127 units, accounting for 83% of the total deliveries in the month. This represents that at the product level, for NIO, the new generation of models has replaced the old generation of models and has become the backbone of sales.

For NIO, the smooth replacement of new products also represents the vitality of the brand in the next stage. On Christmas Eve, NIO also released another new product of the new platform, EC7, and the brand's founding model ES8 was also updated to a new generation platform. At the beginning of this year, there will also be important models such as the new generation ES6.

The next breakthrough that NIO needs to achieve is to launch explosive models. Nowadays, although the total monthly sales have exceeded a lot, there is still a lack of a popular model. NIO's power exchange network and service network are also growing step by step, as the representative of China's new energy high-end brands, it has also moved towards more and more developed markets, and the future can be expected.

Xiaopeng

The annual delivery volume is 120,757 units

Xpeng also experienced a twist and turn in sales in the past few months, and the pain of model upgrading. However, the results proved that Xiaopeng is still a force that cannot be ignored among the new forces, and has successfully broken through the 100,000 life and death line.

Xpeng's sales returned to 10,000+ in December, and the start of large-scale delivery of the new generation G9 is crucial. According to the risk data, the risk volume of a single model of Xpeng G9 in December has reached 6,332 units, accounting for more than half of Xpeng's monthly sales.

Xpeng also has the advantage that the existing model platform itself is very new, and the technical level of Xpeng P7 itself is relatively ideal and NIO has a certain latecomer advantage. This year, the P7 will complete an important upgrade, which is bound to drive Xpeng's sales to rise again.

Xpeng is also vigorously absorbing nutrients from the traditional automotive industry in management and production. 2023 may be the year of Xpeng's rebirth.

Zero Run is also a dark horse

The annual delivery volume is 111,168 units

Zero Run has not been very present, but it has also become a dark horse several times this year. Especially the excellent performance in the first half of the year, it also made the year-end Zero Run deliver a good answer.

Looking closely at the sales of Zerorun, it is similar to Nezha. The small sports car S01 launched before is basically negligible, and the main product relies on an electric car such as T03. Whether it is the level or the price, it is similar to which V, and it also eats the vacuum belt let by mainstream brands.

So Zerorun is also facing the same problem as Nezha. Zerorun T03 will inevitably face the double impact of Wuling Binguo and BYD Seagull in 2023, and when these two demon heads sweep this market, Zerorun T03 is also likely to be marginalized.

However, what is slightly stronger than Nezha is that its products to the more advanced market are quite stable. The response of the Zerorun C11 and C01 markets is quite good, and next year, C11 will lay out the extended range and expand the living space of Zerorun. Even next year, I am more optimistic about Zero Run than Nezha.

Of course, the best of these new forces, although the momentum is very strong, there is still a gap compared with traditional brand players. Aion and Extreme Krypton, which have the background of traditional car companies, have slightly stronger sales quality than these five new forces, especially Aion is firmly in the second place after BYD. AITO also performed well in 2022 and was menacing.

In 2023, the dragon and tiger fight of the new forces should be more exciting.