In the last 30 days of the price war in the rim, the monthly sales data peaked, and the 18 major car companies were under great pressure
The exchange of price for volume in the rim will continue to intensify.
Author | Myths
Edit | Juice
Nearly 14 car companies have sold more than 10,000 new energy vehicles.
Chexi reported on December 2 that within 36 hours, more than 18 car companies announced the sales data of new energy vehicles in November.
▲NEV sales of major automakers in November
Che Dongxi reviewed and analyzed the relevant data of car companies throughout the year and found that:
1. The sales of many car companies have a large year-on-year difference, but the month-on-month sales growth is weak, BYD, Xiaopeng, Zeekr and other car companies have only increased their sales by dozens of vehicles compared with the previous month, and the sales of Weilai have declined slightly.
▲Changes in the sales volume of new energy vehicle companies in the past two months
2. In terms of sales targets, only the ideal completed the annual sales target one month ahead of schedule, BYD completed the target of 3 million vehicles in December, and the pressure should not be too big.
▲The achievement of the annual sales target of new energy vehicle companies
In addition, the CEOs of the two leading players, Yu Chengdong and Li Xiang, have also made military orders, asking the world to challenge the delivery of 23,000 vehicles, and the ideal challenge to 50,000 vehicles.
Although the sales sprint in 2023 is coming to an end, the exchange of price for volume will intensify in the future.
01.
Sales growth hits the ceiling Month-on-month growth is sluggish
Overall, the year-on-year changes of each automaker vary greatly.
▲The overall change in the sales volume of new energy vehicle companies in the past two months
Considering the large environmental impact, the sales growth ability of car companies has to look at the month-on-month comparison!
▲The month-on-month change in the sales volume of new energy vehicle companies in the past two months
Judging from the data in the table, among the 18 car companies that released the data, 11 of the top 14 car companies in terms of monthly sales volume increased month-on-month in the single-digit range, and 1 showed negative growth.
Only Wenjie Automobile, Wuling New Energy, and Zhiji Automobile have achieved month-on-month growth of nearly 50% or more, with 48%, 66%, and 125% respectively.
The average growth rate of the last three car companies such as VOYAH, Jihu and Skyworth does not exceed 25%, the reason is that their sales base is small, the growth volume is expanding, and the month-on-month increase is understandable.
This also fully illustrates that by the end of the year, the sales growth capacity was limited, and the month-on-month growth was generally weak.
02.
More than 7 companies may be difficult to achieve year-end KPIs
The ideal is stable, and BYD is not under much pressure
This month, the 2023 car circle melee is coming to an end, and the industry is becoming more and more profound: can it achieve the annual sales target?
According to public reports, Che Dongxi reviewed the sales slogans shouted by many car companies and found that among the car companies that had revealed their sales targets, only Li Auto achieved its annual target in January, with cumulative sales of 325,700 units and a KPI achievement rate of 108.6%.
▲KPI progress of new energy vehicle companies
Specifically, the sales chart of Li Auto in the first 11 months can be said to be very good.
▲ Li Auto sales
A total of 41,000 new vehicles were delivered in November this year, a year-on-year increase of 172.9%, and the monthly delivery exceeded the 40,000 mark. As of the end of November, Li Auto has delivered a total of 326,000 new vehicles, reaching its sales target of 300,000 units in 2023 ahead of schedule.
The atmosphere was set to this point, and Li Xiang, CEO of Ideal, also immediately signed a military order: Ideal Auto will challenge the delivery of 50,000 vehicles in December this year, and Ideal L7 will challenge the delivery of 20,000 vehicles.
▲ Li Xiang's delivery target
The popularity of Li Auto is closely related to its product positioning, Li Auto faced less market competition in the early stage, tasted the dividends first, accumulated a first-mover advantage, and continued to improve product competitiveness in the subsequent development, and achieved a continuous jump in sales.
▲Ideal L7
In contrast, BYD, which has set an annual sales target of 3 million units, has a cumulative sales volume of 2.672 million units, with a completion rate of 89%, which is still 328,000 units!
The year-end KPIs of NIO, Xpeng, and Leap are 20 or 250,000 units, and the current target achievement rate of the three companies is close to 60%, and the sales of these three companies have not met the previous expectations.
In addition, I don't know if Nezha's previous sales target was too optimistic, Nezha's target achievement rate was the lowest, only 48.8%, and the cumulative sales in the first 11 months reached 122,000 units, which is still 130,000 sales away from the target of 250,000 units.
On the whole, only the "sales madness" ideal boasted of the bull can be realized, BYD sold 330,000 units in December, and the pressure should not be great, VOYAH has the hope of selling a total of 50,000 units, but the remaining car companies such as Krypton and Nezha will have a hard time achieving their goals.
03.
Price reduction is the first growth force
A number of car companies continued to rise
What does the update reflect on the rim sales seat chart update?
Price reduction is the last word, and the entire new energy vehicle industry is still in the year-end sprint stage of exchanging price for volume in the near future.
Recently, BYD's official website has given limited-time preferential policies for models including Destroyer 07, Corvette 05 Champion Edition, Dolphin, Seal Champion Edition, Song PLUS Champion Edition and other models. According to domestic media reports, some of BYD's champion model terminals can be discounted by up to about 30,000 yuan.
In terms of BYD's sales composition, passenger car sales were 301,400 units, a year-on-year increase of 31.1%. The sales of Dynasty and Ocean reached 288,500 units, a year-on-year increase of 27.4%.
This also reflects that BYD's products have penetrated into multiple market segments, and the Dynasty Ocean brand has a certain control in the mainstream market, and to a certain extent, it has also been affected by price reductions.
In addition, BYD's high-end road in November went out of effect. The high-end brand Denza reached 11,800 units, a year-on-year increase of 243%, and the monthly sales of the million-dollar super luxury car Yangwang Automobile reached more than 400 units. The just-launched Formula Leopard contributed 626 units to sales. I have to say that the consumption power of BYD users is still very strong.
In addition to the traditional car company BYD, the monthly sales of new car players Zhiji have more than doubled, which is also related to the listing pricing strategy!
A total of 8,703 units were sold, of which the Zhiji LS6 was 8,158 units, an increase of 125% month-on-month, and successfully topped the monthly sales champion of "medium and large electric SUVs".
▲Tomoki LS6
This is due to the fact that Zhiji LS6 gave a very great sincerity as soon as it was launched: all MAX models are equipped with ultra-long-range lidar as standard, and the cost price of the lidar model on the car has been lowered to 200,000 yuan, of which the price of the MAX super performance version is not less than 280,000 yuan.
However, it is worth noting that the combined sales of Zhiji's other two models, the LS7 and L7, are less than 600 units, indicating that the competitiveness of the other two products needs to be improved.
Also affected by the price cuts is VOYAH Automotive, which delivered 7,006 vehicles in November, up 365% year-on-year. Since June this year, the delivery volume of VOYAH vehicles has achieved six consecutive increases, showing a good upward momentum, and is sprinting towards the goal of monthly sales of 10,000 units.
The surge in VOYAH sales was related to price reductions and kingpin mixing, as well as increased delivery capacity.
In the second half of this year, VOYAH's Dreamer adopted a price reduction policy, with a maximum price reduction of up to 30,000 yuan, plus VOYAH's plug-in hybrid models, which are larger than the pure electric market.
In addition, Lu Fang, CEO of VOYAH Automotive, said: "With the acceleration of the iterative upgrade of VOYAH products, both the supply and demand ends of VOYAH have made concerted efforts, and the production and sales have been booming and the momentum is good. In November, the pre-sale of the VOYAH PHEV began, and VOYAH started a 24-hour double-shift production mode, and at the same time, VOYAH launched the brand in the Netherlands, which means that the development of VOYAH has reached a new level.
In addition to traditional independent car companies and new cars, price reductions can be said to solve the urgent needs of joint venture car companies.
The take-off in sales of the Volkswagen ID. family is closely related to the price reduction of the Volkswagen ID.3.
According to SAIC Volkswagen's official news, the Volkswagen ID. family sold 15,600 units, setting a new high in monthly sales, of which the ID.3 was even more popular, with 12,000 units delivered in November, achieving positive month-on-month growth for four consecutive months. So far, the cumulative sales of the Volkswagen ID. family have exceeded 200,000 units.
When many car companies start a price war, it is inevitable that some car companies will be impacted.
In November this year, NIO delivered less than 16,000 new vehicles, a year-on-year increase of 33.1%, but a decline from the previous month. The overall sales volume ranked behind Xiaopeng, Wenjie, and Leap. In the first 11 months of this year, a total of 142,000 new vehicles were delivered.
In fact, NIO has not been particularly effective in cutting prices in this year's price war. Previously, the official price reduction of 30,000 yuan was achieved by stripping the battery swap service, and the price was not reduced much. In addition, NIO is also facing cost control problems caused by battery swaps, supply chain construction, and new brand delays, which determines that NIO cannot throw off its "arms" to engage in price wars, and must adhere to the mid-to-high-end route.
In addition, Leapmotor delivered 18,500 new vehicles in November, a year-on-year increase of 130%, which is not outstanding compared to the previous month. Nezha Automobile delivered 12,500 vehicles, and Nezha X orders exceeded 20,000 units. Although it is a slight month-on-month increase from the monthly sales of 12,100 units in October, it is still less than the 13,211 units sold in September.
▲ID.3
04.
Traditional car companies have not changed much
Ask the world to become a new "killing god"
This sales review also found an interesting phenomenon: the seat of traditional car companies has not changed much, and Wuling New Energy has shown a "sudden rise", with sales soaring, surpassing Aion. And the new car Wenjie ran very far ahead this time, and truly realized the "resurrection" in Yu Chengdong's mouth.
1. BYD's monthly sales exceeded 300,000 again, and Geely New Energy sold twice as much as the Great Wall
In the camp of traditional car companies, the overall seat ranking has not changed much. However, this time, Wuling New Energy's sales ranked ahead of GAC Aion. From high to low, they are BYD, Geely, Wuling, Great Wall...
According to Geely's official data, Geely's new energy sales reached 65,000 units, an increase of about 88% year-on-year and about 5% month-on-month. From January to November, Geely Group's cumulative sales of new energy exceeded 420,000 units, a year-on-year increase of more than 50%. Up to now, the Group's new energy sales volume has hit a record high for four consecutive months and achieved year-on-year growth for six consecutive months.
For Geely, the increase in sales is mainly due to the diversified layout of the new energy matrix. At the specific brand level, Geely Galaxy sold 13,800 units this month, exceeding 10,000 units per month for 5 consecutive months, and Geely Geometry sold 20,300 units, a year-on-year increase of about 47%. The Lynk & Co brand was 30,100, a year-on-year increase of 66%. The high-end new energy brand ZEEKR won 13,000 sales, a year-on-year increase of 19%, and its performance was stable.
A few families are happy and a few are sad, GAC Aion is "holding its breath"!
GAC Aion's monthly sales were 41,600 units, a year-on-year increase of 45%, and it was almost surpassed by the ideal car behind it. The cumulative sales from January to November were 434,000 units, a year-on-year increase of 80%.
The slowdown in the growth rate of GAC Aion is mainly due to the stagnation of production capacity, citing domestic media news, GAC Aion responded that the production of new models is not ready enough, and the current production capacity is greatly challenged.
Finally, Great Wall Motors sold 31,200 new energy passenger vehicles in November, a year-on-year increase of 142.32%. At the same time, sales from January to November were 232,000 units, a year-on-year increase of 91.94%. Officially, sales volume continued to increase quarter-on-quarter in the first three quarters, and achieved year-on-year growth for 8 consecutive months.
The increase in sales of Great Wall is related to the launch of a number of popular models in the first three quarters and the acceleration of going overseas, Great Wall Motor's Haval Raptor, new Haval H5, tank 500Hi4-T, and Shanhai Cannon Performance Edition are mainly plug-in hybrid, and Great Wall continues to make efforts in the new energy track. Models such as the Haval H6, Haval JOLION, Haval Big Dog, Ora Good Cat, Tank 300, and Great Wall Gun were launched in Cambodia, Vietnam, Brazil and other places, helping global sales continue to rise.
2. Yu Chengdong set a monthly sales target of 30,000 vehicles
Compared with the stability of the top three private self-made cars, the sales of some new brands derived from traditional car companies, such as Wenjie, Zhiji and VOYAH, have soared.
In particular, according to official data, in November 2023, AITO delivered 18,800 new cars, a direct increase of more than 6,000 units from the previous month.
Among them, 15,000 units of the new M7 were delivered, compared with 10,547 units last month, and more than 10,000 units of a single model have just been delivered in a single month, and a total of 27,000 units of the new M7 have been delivered so far.
Yu Chengdong previously said that the delivery in December will reach 23,000 vehicles, and the monthly delivery capacity will reach 30,000 vehicles from 2024.
▲Yu Chengdong's delivery target
It can be said that since October, Wenjie Automobile has been in the center of the topic of the car circle, and the continuous exposure has allowed Wenjie Automobile to bring its own traffic.
To say, why is the delivery speed so fast?
The new M7 is undoubtedly the biggest contributor, carrying the expectations of Huawei and Cialis to "turn the tables against the wind".
▲Yu Chengdong introduced the M7
In addition to increasing manpower investment, Huawei and Cialis have even spent huge sums of money to improve the supply level.
According to domestic media reports, Sailis insiders revealed that when the new car was first released, the supply chain team, product team, and quality team were directly stationed in the Sailis factory. Not only that, Yu Chengdong, the soul of Huawei's smart car, has appeared at the Wenjie automobile manufacturing plant many times to personally supervise production.
In addition, according to domestic media reports, in order to improve the delivery quality and efficiency of the new M7, Huawei and Celis have invested more than 1 billion yuan in the entire supply chain, and the funds are mainly used to improve the production tempo, process, and effect.
Judging from the results, the "resurrection" in Yu Chengdong's mouth is not exaggerated.
05.
Conclusion: The exchange of price for volume in the rim has intensified
Two days ago, Tesla CEO Elon Musk said that China's new energy vehicle industry is the most competitive.
Judging from last month's sales data, price reduction is the last word! If it is useless, it is likely that the price reduction is not enough.
In the penultimate month, many car companies fought for sales. Most of the car companies that have reduced prices in a variety of ways have achieved an increase in sales.
In the new energy vehicle market, the situation of sacrificing profits for sales will continue and even become more intense. In the last month, we will continue to pay attention to the extent to which the circle battle is about to enter.