Sales plummeted by 59% month-on-month, how miserable was the start of the new energy vehicle market?

The first month of 2024 is fleeting, and on the first day of February, the major new energy vehicle companies released their results from last month, unlike the full confidence when setting the 2024 sales target, most car companies were "slapped in the face" by reality.

The most obvious phenomenon is that many new energy vehicle companies "united" to choose to show year-on-year data compared with the same period last year, after all, the month-on-month data compared with last month is really difficult to boast.

New forces: There are few gainers and many disappointeds

Compared with December 2023, the overall delivery volume of the new forces has fallen by about 30%, and some car companies have exceeded 50%, but in this overall downward trend, Wenjie has risen against the trend, delivering 32,973 new cars in January, an increase of 34.76% month-on-month, becoming a rare new force with positive month-on-month growth.

Among them, the new M7 has an absolute advantage, with 31,253 units delivered in a single model, which is a new record in the development history of many new forces, but this also shows the embarrassing position of the M5 at this stage, all potential users are taken away by the new M7, and the M5 has basically zero sense of existence, looking forward to the adjustment of the M5 model in 2024.

According to the official statement of Wenjie, the production capacity of the new M7 and M9 is still limited, and it will continue to climb in the next few months, so the sales volume of Wenjie is expected to continue to climb in the next few months and enter a new stage of monthly sales of 40,000.

As for the ideal of being "squeezed" by the questioning world, it is not so happy, 31,165 new cars were delivered in January, a plunge of nearly 20,000 units compared with December 2023, a month-on-month decrease of 38%, which is still the result of the introduction of a cash subsidy of up to 36,000 yuan in the ideal month, but the helpless question is too hot.

However, according to the ideal, it will usher in the facelift of the L series in March, including the new car L6 and MEGA are also about to be launched, and sales are expected to pick up, but the sales of the world are also continuing to climb, and the two are destined to catch up.

Then there is the "difficult brothers" of NIO and XPeng: NIO delivered 10,055 vehicles in January, down 44% month-on-month, and Xpeng delivered 8,250 vehicles in January, down 59% month-on-month. For the sharp decline in Xiaopeng's sales, He Xiaopeng blamed the production capacity problem, and he responded on Weibo that there was a backlog of tens of thousands of X9 orders in January, and the production capacity will be accelerated during the Spring Festival.

However, in the author's opinion, on the one hand, Xpeng is X9 production capacity is insufficient, on the other hand, the main model G6 sales have declined sharply, and the weekly sales in the second week of January are only more than 400 units, but with the adjustment of Xiaopeng's structure and the listing and delivery of a number of new models, it is very likely that sales will pick up.

Compared with Xiaopeng, the situation of Weilai is slightly better, barely exceeding 10,000 units, but its sales hidden dangers are quite serious, its models in the current market environment competitiveness is obviously not high, belongs to the "less than the above, more than the bottom", sales largely rely on the original stock of consumers;

In addition, there are also new energy brands such as Zerorun, Aion, and Zeekr, which have declined to varying degrees month-on-month.

On the one hand, the Spring Festival is approaching, the market is cooling, and on the other hand, the competition continues to escalate. Another problem is that the delivery capacity of some new forces has affected sales to a certain extent, but this problem is "sprinkling" for other players.

New energy of traditional car companies: the rise is gratifying

For traditional car companies with a mature supply chain system, the problem of delivery is naturally not big, as long as the product is good enough, cost-effective enough, sales are naturally guaranteed, such as Geely Galaxy, January sales of 19,233 units, a month-on-month increase of 59%, its newly listed Galaxy E8, has a good market response, in addition to geometry, Lynk & Co and other brands of force, and such a new energy rise, Geely Group's new energy sales in January have reached 66,000 units, becoming the second independent new energy sales after BYD.

Then there is Dongfeng's VOYAH, which delivered 7,041 new cars in January, although it was less than 10,000 last month, but compared with the same period in 2023, there is still a relatively obvious increase as a whole, and not long ago, VOYAH also signed a cooperation agreement with Huawei, and the topic has been greatly improved, and sales are expected to continue to grow in 24 years.

At the same time, Dongfeng once again launched a new brand Yipai, positioning 15-250,000 level, after the author's test drive, the overall experience is still relatively good compared with the same price model, is expected to become the next growth point of Dongfeng new energy.

In the joint venture car companies is surprising is SAIC Volkswagen ID. family once again exceeded 10,000 units, in January this overall downward trend environment, it is not easy for the joint venture new energy that is already behind its own brand to have this achievement, which actually also shows a point of view, although the situation of some joint venture car companies can no longer be as lying down to make money, but when these giants have lowered their figures, they still have a strong competitiveness.

This is actually a trend throughout 2024, judging from the current new car plans of major joint venture car companies, a large number of PHEV models have been put on the agenda, and most of them indicate the use of large battery schemes, and the products are closer to independence, if you give a good price, then a number of joint venture new energy is likely to be the main driver of the sales growth of the new energy vehicle market in 2024.

Write at the end

All in all, the first "monthly test" of new energy in 2024 will end in the most intense way, through the sales volume in January, it is not difficult to judge that the market competition in 2024 will be further intensified, and the new cars of major car companies are also ready to go, and new players and old friends will come up with stronger strength "involution", as Li Bin said, "give up illusions and face challenges".