In the first year of involution, only three new energy vehicle companies have reached the performance standard! The former "sales champion" has suffered a tragic ......

With the bell ringing in 2024, the freeze frame of the phased data has given the "involution" of the Chinese auto market a chance to breathe.

In a year swept by the wave of price cuts, some people are happy and some are worried, and the sales volume of car companies at the expense of losses is reflected in the statistical table, even the New Year's holiday, which has not prevented the new forces from rushing to release their own "report cards".

According to the incomplete statistics of the reporter of the "International Financial News", the ideal exceeded expectations to complete the annual sales target, and the "dark horse" VOYAH reached the performance target of 50,000 units with 7 consecutive monthly sales, while the rest of the new forces that have disclosed data have not reached the standard, and the completion degree of "Wei Xiao Zero" is between 60% and 70%, and Nezha, the sales champion in 2022, will be "upset" in 2023, with a completion degree of just over 50%.

3 companies completed the annual KPI

In the year-end statistical table, only ideal, VOYANT, and LANGT

BYD has achieved the annual sales target, and if it is ranked by completion, it will become a veritable No. 1.

Drafting: Wu Di

On January 1, Ideal announced its sales data for December 2023, with its monthly sales exceeding 50,000 units for the first time, realizing the Flag set up by the company's founder Li Xiang on Weibo, and surpassing GAC Aion in monthly sales for the first time. Looking back on the ideal year, the increase began in the second half of the year, exceeding 30,000 units in June, hitting 40,000 units in October, and exceeding 50,000 units at the end of the year.

On the first day of 2024, Li Xiang couldn't hide the joy in his heart, "In 2023, in addition to thanks, I am still grateful." ”

When interpreting the ideal sales volume, an analyst said, "Its continuous rise lies in its accurate product positioning and cost-effective advantages." "Throughout last year, the ideal only listed the ideal L7 single new car, the number of models on sale increased to 3, but this does not prevent the ideal from hot sales, unlike other car companies' strategy of "multiple children are good to fight", its appeal to the audience positioning is accurate, from the daddy market to the family car market.

Due to the ideal focus on range extender technology, compared with competitors in the same class, it is found that its price is more reasonable, and the interior space is larger.

In fact, as early as November 2023, Ideal achieved its annual target of 300,000 units with a monthly sales volume of 41,000 units, plus 50,000 units sold in December, and its total sales last year were 376,000 units, a completion rate of 125%.

With this successful experience, in 2024, Li Xiang has set a higher goal of 800,000 for the company.

The second highest completion rate is VOYANT. According to the data, in December 2023, VOYAH delivered a total of 10,000 vehicles, a year-on-year increase of 479%, and a total of 50,600 vehicles were delivered for the whole year, a year-on-year increase of 160%, with a target completion rate of 101.2%.

Looking back on the performance since 2023, VOYAH's sales curve is climbing. In the first half of the year, its overall sales were 13,400 units, with an average monthly sales of 2,232 units. At that time, some people questioned whether CEO Lu Fang's annual sales target of 50,000 units was a bit radical.

Under the "involution", in the midst of doubts, VOYAH still maintains its own strategic qualitative and steady progress. In the second half of the year, it launched three new cars one after another, including the new VOYAH FREE in August, the 2024 new VOYAH Dreamer in October, and the VOYAH Chasing Light PHEV in December.

In September, VOYAH's monthly sales exceeded 5,000 units, in October, it exceeded 6,000 units, in November, it exceeded 7,000 units, an increase of 15% month-on-month, and in December, the monthly sales of VOYAH exceeded 10,000 units, achieving growth for seven consecutive months, and the cumulative annual sales exceeded 50,000 units, with a performance completion rate of more than 101.2%, ranking among the top three new energy vehicles.

The third in the completion rate is BYD, which has an annual sales of more than 3 million.

On January 1, BYD's annual sales of 3.02 million vehicles last year swiped the screen in the circle of friends, based on the high target of 3 million, its completion rate was lower than that of Ideal and Lantu, reaching 100.81%.

According to the data, BYD's cumulative sales last year were 3,024,400 units, a year-on-year increase of 62.3%, of which 1,574,800 pure electric vehicles were sold, accounting for 52% of the total sales of passenger cars, slightly higher than plug-in hybrid models.

Since announcing the discontinuation of production of fuel vehicles in 2022, BYD's sales have grown by leaps and bounds, not only surpassing Tesla in the middle of last year to become the world's No. 1 new energy car company in terms of sales, but also maintaining its advantages at the end of the year, completing the sales target of 3 million vehicles.

In order to impulse, BYD has taken a lot of actions in 2023, not only the release and launch of new cars and new brands, but also increased its promotional efforts in the middle of the year. It is understood that since November, BYD Dynasty Network and Ocean Network have launched a lot of preferential policies, with a maximum preferential range of 20,000 yuan; on December 15, when BYD Song L was officially listed, the starting price was 30,000 yuan lower than the pre-sale price.

Tomoki,

Extreme Krypton broke out at the end of the year

It was followed by BYD

GAC's Aion and SAIC's Zhiji. The former is only 20,000 units short of the full-year target, while the latter is ranked fifth in the completion rate of rising against the trend......

According to the data released by Aion, the company sold 45,900 vehicles in December 2023, a year-on-year increase of 53%, and the cumulative sales volume for the whole year reached 480,000 units, a year-on-year increase of 77%, which is only 20,000 units short of the established 500,000 units, with a completion rate of 96%.

Looking back on Aion's sales last year, in January, affected by the holiday and the beginning of the year price cuts, its monthly sales were only 8,206 units, and then Aion's sales entered a stable stage, with an average sales volume of 43,000 units from March to August, and after exceeding 50,000 units in September, it fell back to 41,500 and 41,600 units in October and November.

There is a view that this car company, which originally started with B-end sales, has begun to enter the high-end market when the online car-hailing market is saturated, which is an innovative breakthrough.

At first, Aion's first model, Aion S, aimed at the B-end market, when the domestic online car-hailing market was emerging, and the B-end market had a strong demand for new energy vehicles. Aion seized the opportunity and increased sales rapidly. In 2020, the annual sales volume of Ai'an exceeded 60,000 units, of which Aion S ranked fourth in the retail sales of new energy passenger vehicles in 2020 with an annual sales volume of 46,000 units.

According to statistics, at present, there are more than 300,000 Aion's models in operation in the domestic online car-hailing market, accounting for about 25% of the online car-hailing market, and even in the online car-hailing market in Guangdong, Aion occupies almost half of the country. During the on-site visit, a Guangdong online car-hailing driver told the "International Financial News" reporter that there is an additional subsidy for the local purchase of Aion, which also prompted the car to sell well in Guangdong.

Last year, Aion accelerated its march to the C-end, and AION S MAX, AION Y Plus Shioye Edition and high-end brand Haobo HT were launched one after another, of which Haobo HT was delivered nearly 2,000 units in half a month after it was launched. In the future, if it loses its advantage in the online car-hailing market, whether Aion can break through the high-end brand Haobo remains to be tested by the market.

What surprised the market was the sudden power of Zhiji.

In December 2023, Zhiji's monthly sales exceeded 10,000 units, and the cumulative sales for the year exceeded 38,200 units. In June, Zhiji's sales were only 2,007 units, and its sales began to skyrocket after October. According to the annual sales target of 45,000 units, the completion rate is 84.88%.

Since its launch on October 12, the Zhiji LS6 has risen rapidly, and its sales have continued to rise, winning the sales championship of "medium and large pure electric SUVs" for four consecutive weeks, and at the same time jumping to the fourth place in the sales list of "medium and large SUVs in all categories".

In order to cooperate with the delivery after the sales increase, Liu Tao, co-CEO of Zhiji Automobile, revealed on Weibo, "At present, Zhiji's smart factory in Lingang is ramping up production capacity at full speed, implementing double-shift production, and one car off the assembly line in an average of 90 seconds. ”

The independent new energy brand with a decent degree of completion also includes ZEEKR.

In December 2023, ZEEKR sold 13,500 units, a year-on-year increase of 18.9%, and the cumulative sales for the year reached 118,700 units, a year-on-year increase of more than 65%. Based on the annual sales target of 140,000 units, its performance completion rate is 84.79%.

The mixed blessings of "Wei Xiao Zero"

In the past, there was an ideal to win the sales championship of new forces, and there was a later

NIO,

小鹏,

Zero runs are chasing after him, and of course, Nezha, who has "fallen behind", is sprinting hard.

The completion of Leap's annual sales KPI is slightly higher than that of NIO and XPeng. In December 2023, it sold 18,600 units, a year-on-year increase of 119%, and the cumulative sales for the whole year were 144,200 units, a year-on-year increase of more than 29%, but compared with the annual target of 200,000 units, Leap only achieved 71%.

Last year, after the release of the extended-range C11, Leapmotor's sales increased significantly, and then released a number of extended-range models.

Xpeng, which also aims for 200,000 units, has started a sales counterattack after the launch of the G6. In December 2023, Xpeng sold a total of 20,100 units, exceeding 20,000 monthly sales for a consecutive quarter, and sold 60,200 units in the fourth quarter, raising the annual sales to 141,600 units, an increase of 17% over 2022, but the target completion rate was only 70.8%.

It is worth noting that at the end of last year, Xpeng officially pushed the new version of OTA to G6, G9 and P7i users - Xmart OS 4.5.0, XNGP mapless cities opened up to 52 cities, successfully achieved the previous Flag of opening 50 cities by the end of the year, and announced on January 2 this year that the urban intelligent driving capability of the XNGP intelligent assisted driving system has newly covered 191 cities, with a total of 243 cities covered, ranking first in the industry in the full number of urban intelligent driving openings.

As the leader of the first echelon, NIO is speeding up. In December 2023, NIO sold a total of 18,000 units, a year-on-year increase of 13.9%, and the cumulative sales for the year were 160,000 units, and the performance completion rate was only 64% due to the full-year target of 250,000 units.

Last year, NIO experienced the iterative switching of all products, and President Qin Lihong told reporters that in 2023, NIO will launch 6 new models, which belong to the first echelon in the industry. At the same time, in terms of energy replenishment, NIO has completed the construction of 1,000 battery swap stations, with a total of 2,350 built, 3,608 charging stations and 21,100 charging piles.

Qin Lihong once joked, "Don't forget that we are also the industry leader in charging because we have done a good job in battery replacement." In the second half of last year, NIO signed cooperation agreements with Changan, Geely and other car companies to create a battery swap model, and the company's CEO Li Bin also set a goal of building another 1,000 battery swap stations in 2024 at NIO DAY.

Compared with the sales growth of "Wei Xiaoling", last year's sales champion Nezha can only be described as "unsatisfactory".

In December, it suffered a Waterloo, selling only 5,135 vehicles, down 58.9% month-on-month, and the cumulative sales of 127,500 vehicles for the whole year, according to the target of 250,000 vehicles, Nezha's completion rate was only 51%, just over half.

In the face of unsatisfactory sales performance, Nezha Automobile CEO Daniel Zhang reviewed on Weibo: There are many reasons why Nezha did not do well in 2023, including the failure to connect well when switching between new and old products, and the rhythm was chaotic; the price of new products on the market was too high, and the subsequent adjustment but missed the opportunity; the loss-making product line greatly reduced production; and the old communication method.

At present, there are 6 models on sale in Nezha, including Nezha S, Nezha X, Nezha GT, Nezha U, Nezha AYA and Nezha V. Among them, low-end models are the main sales force of Nezha Automobile. At a time when the industry is becoming more and more "involuted", even in the low-end market, Nezha's advantages in product power and price are gradually losing.

In this regard, Daniel Zhang said that in 2024, he will also serve as the general manager of the marketing company, do a good job in the adjustment of existing product lines and channel upgrades, accelerate the progress of overseas markets, and comprehensively improve marketing communication and user communication methods.

Whether these measures will allow Nezha to make a comeback in 2024 still needs to be tested.

Reporter: Wu Di

Editor: Wang Ke

Editor in charge: Bi Dandan

—— / Good article recommendation / ——

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