If you don't work hard, you can only drive a Mercedes-Benz E, BMW 5 Series and Audi A6?

In 2023, there will be a lot of chess pieces for Chinese auto brands to impact high-end, especially the recent launch of products such as NIO ET9 and Wenjie M9, which will make ordinary consumers' wallets more and more powerless.

Recently, there have also been enthusiastic netizens on the Internet who posted comments, listing representatives of many independent luxury cars including Tank 700, Yangwang U8, Extreme Krypton 001FR and so on, and said: If you don't work hard, you can only drive Mercedes-Benz E, BMW 5 Series and Audi A6 in the future.

"I didn't have money to buy domestic cars before, but now I don't have money to buy domestic cars", this sentence has become a ridicule for many netizens after seeing the pricing of new domestic new energy products recently.

In fact, for a long time, independent brands have been synonymous with "cheap", and they have not been able to break the red line of 200,000 yuan. With the rise of new energy vehicles, the "pricing power" of automotive products has begun to shift, and more and more high-end models have emerged from independent brands.

Even, high-end has begun to become the goal of independent brands, and many brands will deliberately mention that "the average price reaches XX million yuan, surpassing the joint venture brand". It is foreseeable that in the future, there will be more independent brands attacking the high-end market, and even Xiaomi Auto, which is expected to become the "first car for young people", has made it clear to you: 99,000, 149,000, don't think about it anymore.

The era of luxury cars of independent brands is coming!

Six years ago, fuel vehicles still occupied the absolute main market, and the price of 200,000 yuan was almost a price "red line" that was difficult for domestic cars to break, but with the rise of new energy vehicles, new car-making forces such as Ideal, Weilai, and Xiaopeng had already broken through the red line of 200,000, 300,000 or even 400,000 yuan for their own brand cars.

In 2023, which is full of price war atmosphere, models of independent brands that break through the "price red line" continue to be launched. On Tuesday, the AITO M9 started its career as the "best SUV within 10 million" at a price of 469,800-569,800 yuan, and at the 2023 NIO Day held last Friday, NIO released the ET9 with a pre-sale price of 800,000 yuan.

Earlier, the Yangwang U8 priced at 1.098 million yuan, the Zeekrypton 001FR priced at 769,000 yuan, and the tank 700 priced at 700,000 yuan...... Domestic brands have repeatedly refreshed the price ceiling. In the near future, this grand occasion will continue, and in the upcoming New Year's Day of 2024, the Xpeng X9 with a pre-sale price of 388,000 yuan is about to enter the market, and it is followed by the ideal MEGA that is trying to become the "sales champion of more than 500,000 yuan regardless of energy form".

There is also a Xiaomi SU7 whose pricing is unknown, but "a little expensive", "but anyone with this kind of performance and configuration, will have to be more than 400,000 yuan...... The era of luxury cars of independent brands seems to have come! And if you compare the prices of these models, first-tier luxury brand models such as Mercedes-Benz E, BMW 5 Series and Audi A6 can indeed be regarded as price advantages, as for other second-tier luxury brands or joint venture brands, of course, they will also be more cost-effective.

The joke that "I didn't have money to buy a domestic car before, but now I don't have money to buy a domestic car" is not unreasonable.

Where does the change come from There are no low-cost cars for domestic brands?

If you've paid attention to the models mentioned above, you'll find that they're not only expensive, but they're also acceptable. The NIO ET9, which is "far better than expected", the Wenjie M9, which has an "order volume of 54,000 units", and the Zeekrypton 001FR, which is "limited to sales", seem to be showing that independent brands can sell so expensive.

The reason for this is nothing more than that the time has come. With the increase in the penetration rate of new energy passenger vehicles, the wave of subversion of fuel vehicles in China's auto market has become irreversible, and independent brands in the new track no longer have much technical and image "baggage". They are holding the pricing power of new energy products, even in the high-end sector with a very prominent background.

It should be mentioned that the fine tradition of independent brands has not been lost. At least the M9 shouts "far ahead" to compare the acceleration time, comprehensive range, turning radius and other data with models such as the Cullinan 4-seater and Maybach GLS 600. Other high-priced self-owned brand models also pay attention to an "expensive and reasonable" (excluding brand image).

At the same time, when independent brands are frantically impacting the high-end market, haven't they come up with new energy models that make ordinary consumers excited?

You must know that GAC Aion, which has achieved millions of sales, focuses on cost performance and does not even shy away from being regarded as an online car-hailing; Chery, which has made Xingtu hit the high-end market, has positioned its brand as a popular and pragmatic family car market; Changan Automobile, which has a huge user base, Qiyuan brand is also facing the mass market; and even Hongqi, the brand that can set the highest price is also divided into sub-brands and has taken the route of transforming from "national car" to "national car......

It is worth mentioning that with the rise of independent brands, the models of traditional luxury brands and traditional joint venture brands that many consumers prefer have also begun to be more cost-effective, is this a bad thing?