In 2024, if you don't work hard, you can only open a BBA

A few days ago, a hot topic on social platforms #If you don't work hard, you can only open BBA, which has sparked heated discussions in the automotive industry, and the reason why it can resonate is that the current price of domestic cars is becoming more and more difficult for ordinary consumers to accept. Some netizens said, "I didn't have money to buy domestic products before, but now I don't have money to buy domestic ones!"

On the one hand, the price war in the electric vehicle market continues, and on the other hand, there is the intensive release of high-priced electric vehicles.

In the last two weeks of December 2023, domestic electric vehicles including Weilai ET9, Wenjie M9, Xiaomi SU7 and other domestic electric vehicles have been released one after another, and the price of these electric vehicles is extremely expensive, among which the pre-sale of Weilai ET9 new cars starts at 800,000 yuan, and the official guide price of Wenjie M9 is 469,800-569,800 yuan, and even the Xiaomi SU7, which was previously known as the "first car for young people", may also fail, and Lei Jun, chairman of Xiaomi Group, publicly shouted at the press conference" Don't say 99,000 anymore, 149,000 is impossible, but all this kind of performance and configuration are more than 400,000 yuan", directly dispelling consumers' expectations for XiaomiSU7Low price, and conservative estimates, XiaomiSU7The starting price may be more than 300,000 yuan, because according to the formula that the battery cost accounts for half of the vehicle cost, the manufacturing cost of Xiaomi cars may exceed 200,000 yuan.

Of course, as Lei Jun said, expensive is also expensive, three or four hundred thousand domestic electric vehicles in the product experience can almost be comparable to the current mainstream BBA models, but most consumers can also jump out of the brand recognition, consumers who buy BBA models pay more attention to identity, and consumers who buy three or four hundred thousand yuan electric vehicles pay more attention to product configuration, experience and corporate culture.

Why are domestic electric cars getting more and more expensive? In fact, this is also a helpless move in China's auto market!

Before 2022, most of the market share of Chinese automobiles was occupied by joint venture brands, with German brands such as Volkswagen, Mercedes-Benz, BMW, and Audi, and Japanese brands dominated by Toyota, Nissan, and Honda accounting for nearly 45% of the Chinese market, and FAW-Volkswagen has been the best-selling passenger car manufacturer in the Chinese market for many consecutive years. Starting from 2022, BYD took the lead in announcing the cessation of production of fuel vehicles, began to eat away at the market share of traditional joint ventures, and finally became the No. 1 passenger car company in terms of sales volume in 2022, ending the 20-year situation that China's auto market was "dominated" by joint venture brands.

After entering 2023, domestic brands will continue to squeeze the market position of traditional joint venture brands through price wars, and on the other hand, they will eat into the market share of traditional luxury brands by launching high-end models. Of course, the development path of any brand is easy from top to bottom, and difficult from bottom to top. Taking the ideal car as an example, after the ideal L9 sales of tens of thousands, the subsequent launch of L8 and L7 can easily reach monthly sales of 10,000 units, the ideal L6 priced at more than 300,000 yuan has not even been listed, and the ideal MEGA priced at 600,000 yuan is full of unknowns. Therefore, we can see that although domestic cars are becoming more and more expensive, it is a long-term development route for most brands to surpass BBA, and more importantly, the breaking of brand awareness.

Selling it expensive now is to sell it cheaply in the future. This explanation is not complicated, and the layout from top to bottom is also the development route of many car companies, whether it is Tesla or NIO. Taking Xiaomi Auto as an example, its first model SU7 is expected to be priced from 300,000 yuan, as a medium and large sedan, as a "7" generation model, it is not excluded that the future launch of medium-sized cars, the launch of "5", "3" generation of products, these models are expected to achieve the goal of low prices by reducing product configuration.

The launch of high-priced car companies by car companies is also the only way for the development of enterprises. In the context of the price war, low-end models may be more favored by the market, but the sales of low-end models are basically in a state of "losing money and making money", and the corporate image can not be improved, which is why more and more car companies continue to launch high-end brands.

Back to the topic of this article, "if you don't work hard, you can only drive BBA" actually has a taste of market anxiety, because there are not many low-priced electric vehicles in the current market, BYD Qin PLUS, GAC AION Y, Geely Galaxy L6, Changan Deep Blue SL07, and the Volkswagen ID series jointly produced, the price is basically below 200,000 yuan, these models are obviously more in line with the needs of the existing Chinese consumers in the bourgeoisie.

However, for many Chinese car companies, high-end brands and high-end enterprises are a road that must be taken, and only in this way can they get rid of the dominance of overseas brands in the Chinese market. If you think about it carefully, why do you have to increase the price of an MPV of 200,000 or 300,000 yuan overseas to buy it when it enters China, and why can an overseas brand sell it so expensive, but not a Chinese brand? It doesn't matter how the price of the Chinese car company is, at least when the technology and products are sufficient

After it is strong, it will have the confidence to sell at a high price, as for whether consumers recognize it and whether they open their pockets to support it, it is another matter.

The continuous growth of domestic electric vehicles is the key to breaking the traditional automobile market, and it is also the inevitable for Chinese cars to enter the global market, which means a new breakthrough in the domestic automobile manufacturing industry. Of course, what we hope is that while car companies build good cars, they can also take more into account the needs of most Chinese consumers, and bring more surprises and changes to the electric vehicle market.

Autobots' platform

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rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: rgba(16, 174, 255, .6);--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(255, 255, 255, .. 5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .05)}}@media screen and (min-width:1024px) and (prefers-color-scheme:dark){body:not(.pages_skin_pc) .wx-root:not([data-weui-theme=light]),body:not(.pages_skin_pc) body:not([data-weui-theme=light]){--weui-BG-0: #111;--weui-BG-1: #1e1e1e;--weui-BG-2: #191919;--weui-BG-3: #202020;--weui-BG-4: #404040;--weui-BG-5: #2c2c2c;--weui-FG-0: rgba(255, 255, 255, .8);--weui-FG-HALF: rgba(255, 255, 255, .6);--weui-FG-1: rgba(255, 255, 255, .5);--weui-FG-2: rgba(255, 255, 255, .3);--weui-FG-3: rgba(255, 255, 255, .1);--weui-FG-4: rgba(255, 255, 255, .15);--weui-FG-5: rgba(255, 255, 255, .1);--weui-RED: #fa5151;--weui-ORANGERED: #ff6146;--weui-ORANGE: #c87d2f;--weui-YELLOW: #cc9c00;--weui-GREEN: #74a800;--weui-LIGHTGREEN: #3eb575;--weui-FIRE: #07c160;--weui-BLUE: #10aeff;--weui-INDIGO: #1196ff;--weui-PURPLE: #8183ff;--weui-WHITE: rgba(255, 255, 255, .8);--weui-LINK: #7d90a9;--weui-TEXTGREEN: #259c5c;;--weui-FG: #fff;--weui-BG: #000;--weui-TAG-TEXT-RED: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .1);--weui-TAG-TEXT-ORANGE: rgba(250, 157, 59, .6);--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: rgba(6, 174, 86, .6);--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: rgba(16, 174, 255, .6);--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .05)}}@media screen and (min-width:1024px) and (prefers-color-scheme:dark){body:not(.pages_skin_pc) .wx-root:not([data-weui-theme=light]),body:not(.pages_skin_pc) body:not([data-weui-theme=light]){-appmsgExtra-BG: #121212}}@media(prefers-color-scheme:dark){body:not([data-weui-theme=light]).my_comment_empty_data{ background-color:#111}}body,.wx-root{--weui-BG-6: rgba(0, 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#06ae56;--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: #10aeff;--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(0, 0, 0, .5);--weui-TAG-BACKGROUND-BLACK: rgba(0, 0, 0, .05)}body,.wx-root{--weui-BG-0: #ededed;--weui-BG-1: #f7f7f7;--weui-BG-2: #fff;--weui-BG-3: #f7f7f7;--weui-BG-4: #4c4c4c;--weui-BG-5: #fff;--weui-FG-0: rgba(0, 0, 0, .9);--weui-FG-HALF: rgba(0, 0, 0, .9);--weui-FG-1: rgba(0, 0, 0, .55);--weui-FG-2: rgba(0, 0, 0, .3);--weui-FG-3: rgba(0, 0, 0, .1);--weui-FG-4: rgba(0, 0, 0, .15);--weui-FG-5: rgba(0, 0, 0, .05);--weui-RED: #fa5151;--weui-ORANGERED: #ff6146;--weui-ORANGE: #fa9d3b;--weui-YELLOW: #ffc300;--weui-GREEN: #91d300;--weui-LIGHTGREEN: #95ec69;--weui-FIRE: #07c160;--weui-BLUE: #10aeff;--weui-INDIGO: #1485ee;--weui-PURPLE: #6467f0;--weui-WHITE: #fff;--weui-LINK: #576b95;--weui-TEXTGREEN: #06ae56;--weui-FG: #000;--weui-BG: #fff;--weui-TAG-TEXT-RED: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .1);--weui-TAG-TEXT-ORANGE: #fa9d3b;--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: #06ae56;--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: #10aeff;--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(0, 0, 0, .5);--weui-TAG-BACKGROUND-BLACK: rgba(0, 0, 0, .05)}.wx-root,body{--weui-BTN-ACTIVE-MASK: rgba(0, 0, 0, .1)}.wx-root,body{--weui-BTN-DEFAULT-ACTIVE-BG: #e6e6e6}.wx-root,body{--weui-DIALOG-LINE-COLOR: rgba(0, 0, 0, .1)}.wx-root,body{--weui-BG-COLOR-ACTIVE: #ececec}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body: not([data-weui-theme=light]){--weui-BTN-ACTIVE-MASK: rgba(255, 255, 255, ..1)}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){--weui-BTN-DEFAULT-ACTIVE-BG: rgba(255, 255, 255, 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#1e1e1e;--weui-BG-2: #191919;--weui-BG-3: #202020;--weui-BG-4: #404040;--weui-BG-5: #2c2c2c;--weui-FG-0: rgba(255, 255, 255, .8);--weui-FG-HALF: rgba(255, 255, 255, .6);--weui-FG-1: rgba(255, 255, 255, .5);--weui-FG-2: rgba(255, 255, 255, .3);--weui-FG-3: rgba(255, 255, 255, .1);--weui-FG-4: rgba(255, 255, 255, .15);--weui-FG-5: rgba(255, 255, 255, .1);--weui-RED: #fa5151;--weui-ORANGERED: #ff6146;--weui-ORANGE: #c87d2f;--weui-YELLOW: #cc9c00;--weui-GREEN: #74a800;--weui-LIGHTGREEN: #3eb575;--weui-FIRE: #07c160;--weui-BLUE: #10aeff;--weui-INDIGO: #1196ff;--weui-PURPLE: #8183ff;--weui-WHITE: rgba(255, 255, 255, .8);--weui-LINK: #7d90a9;--weui-TEXTGREEN: #259c5c;--weui-FG: #fff;--weui-BG: #000;--weui-TAG-TEXT-RED: rgba(250, 81, 81, .. 6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .1);--weui-TAG-TEXT-ORANGE: rgba(250, 157, 59, .6);--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: rgba(6, 174, 86, .6);--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, 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#fa5151;--weui-ORANGERED: #ff6146;--weui-ORANGE: #c87d2f;--weui-YELLOW: #cc9c00;--weui-GREEN: #74a800;--weui-LIGHTGREEN: #3eb575;;--weui-FIRE: #07c160;--weui-BLUE: #10aeff;--weui-INDIGO: #1196ff;--weui-PURPLE: #8183ff;--weui-WHITE: rgba(255, 255, 255, .8);--weui-LINK: #7d90a9;--weui-TEXTGREEN: #259c5c;--weui-FG: #fff;--weui-BG: #000;--weui-TAG-TEXT-RED: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .1);--weui-TAG-TEXT-ORANGE: rgba(250, 157, 59, .6);--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: rgba(6, 174, 86, .. 6);--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: rgba(16, 174, 255, .6);--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .05)}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){--appmsgExtra-BG: #121212}}a{color: #576b95; text-decoration:none;-webkit-tap-highlight-color:#0000;-webkit-user-drag:none}a{color:#7d90a9; color:var(--weui-LINK)}a,button{cursor:pointer}

div.autoTypeSetting24psection > p,div.autoTypeSetting24psection > section{margin-bottom: 24px;}