A pair of Crouching Dragon Phoenix chicks? The electric car posters hung out of Toyota and Audi stores look sad
To say that in recent years, in the domestic automobile market, whether there is any watershed, then the performance of joint venture brands and domestic car companies in the field of new energy vehicles may be one of them! With the strong attack of domestic new energy vehicles, the market share of independent brands has also reversed from the downturn in previous years, and now more than 50% has become the norm. At the same time, joint venture brands and luxury brands are extremely bleak in the field of new energy vehicles, and it can even be said very responsibly that traditional joint venture brands and luxury brands have not yet been able to be called best-selling models in the domestic new energy vehicle market.
A few days ago, we saw a poster at the door of Toyota 4S on the Internet, the content of the poster shows that we also have pure electric, please go in, the protagonist of the poster is a Toyota bZ3 pure electric sedan, and there is a word "free test drive" in the lower right corner of the poster. This picture can be said to vividly reflect Toyota's embarrassment in the field of new energy vehicles, especially pure electric vehicles. Maybe Toyota dealers themselves also know that because the popularity and sales of Toyota electric vehicles are too low, many consumers do not know that Toyota also has electric vehicles, so there will be such a poster was made, of course, no matter how you look at it, they feel that Toyota is sad.
Of course, Toyota is not the first to put up posters outside the store, indicating that it also has a brand or manufacturer of new energy vehicles, before some netizens uploaded an Audi 4S store door, the size of the poster is very large, the poster content shows that Audi also has pure electric new energy! Seeing such a poster, it is the same feeling, that is, how can Audi, a luxury brand that is rampant in the field of fuel vehicles, be humble like this in the field of new energy vehicles, and almost go directly to the street to invite people to enter the store to see the car.
Toyota and Audi hang posters of their own pure electric cars outside the store, which looks more or less like a dragon and phoenix chick, but it fully shows the sadness and helplessness of the joint venture brand giants in the face of the new energy wave! Of course, from the data level, it is true, according to the statistics of the Passenger Association of China, in May, the share of joint venture brand new energy vehicles was 4.6%, which is a fairly low penetration rate, and the joint venture brand new energy vehicles are rarely known, and even fewer people buy, which has become a reality.
In fact, from the current situation, including many joint venture brands and luxury brand manufacturers, they need to accept a cruel reality, that is, in the field of new energy vehicles, joint venture brands and luxury brands have been fully marginalized, whether it is sales or popularity. To put it more ugly, joint venture brands have become a "miscellaneous" existence in the field of new energy vehicles, and consumers subconsciously ignore joint venture brands and traditional luxury brands when buying new energy vehicles, which has also become a general trend.
Of course, the poor performance of joint venture brands and luxury brands in the field of new energy vehicles is naturally due to a lack of sincerity at the technical and product level. It can be seen that in the past few years, domestic new energy vehicles have been surging, product and technology iteration is dizzying, and many car companies have joined the ranks of "inner roll", but they do not include joint venture brands and traditional luxury brands. These brands are still very high in the field of fuel vehicles, either do not invest in the tide of new energy vehicles at all, or launch some models with very average product power, but obviously inflated prices, trying to cut leeks through brand premiums. But domestic consumers, who have been raised by domestic new energy vehicles, obviously do not buy it.
Therefore, in the future, as the technology and product iteration speed of domestic new energy vehicles further accelerate, the "involution" is more tragic, for many joint venture brands and luxury brands that have not yet entered the initial stage, the gap will be further widened, plus it has just been determined that the new energy vehicle purchase tax exemption will be extended to 2027, which will be exempted until the end of 2025! For many joint venture brands and luxury brands, this is even worse, which means that the disadvantages of these brands in the field of new energy will be further amplified, directly reflected in the difference in sales.
It may be that in the future, there will be more dealers and 4S stores of joint venture brands and luxury brands, who will put down their bodies and put up posters like Toyota and Audi outside the store that "we also have pure electric vehicles", after all, the dawn of the new energy vehicle era is dazzling enough, and joint venture brands and luxury brands are still in the dark.