Everyone wants to kill Model Y, but the reality is that everyone is being killed
Author丨Cui Liwen
Editor-in-charge丨Cui Liwen
Edit丨Chic
When the involution of product power gradually peaks, the competition will be whose brand power is stronger.
News, it's more interesting to watch it together.
Last week, Tesla spoiled in advance that the Model Y was about to increase in price by 5,000 yuan, which instantly caused an uproar, especially when other Chinese car companies were fighting a price war and fighting bloodshed.
Even Lei Jun, who is about to hand over the first car-making answer sheet, can't help but sigh: "Tesla is so good, I really admire it, the current electric vehicle market, the competition is so fierce, only Tesla dares to raise prices." ”
Of course, looking at the most fundamental reason behind it, the American new energy vehicle company is trying to "force orders" to those hesitant potential consumers in this way, which undoubtedly accounts for a large proportion.
And with my understanding of Tesla, this year will definitely use Model Y to make a larger official drop at a certain critical juncture, and completely harvest the leeks in the market segment.
After all, also last week, Reuters had already revealed that its Shanghai gigafactory had quietly cut production. Although there has not been an official response, it can still be read that Tesla's belly is under enemy and pressure.
It is precisely based on this background that as the "same door" Model 3 has been besieged by various autonomous pure electric sedans and fallen into a quagmire that is difficult to break free, the once proud lead has been gradually eroded, and the Model Y, which shoulders the task of brand kingpin, is more and more inmissible.
Fortunately, fortunately, combined with the retail sales data of the past year, in the pure electric SUV market of 20-400,000 yuan, today's protagonist is as mentioned in the title of the article, "Everyone wants to kill Model Y, but the reality is that everyone is killed." ”
In other words, it has not encountered much resistance and challenges, and is still maintaining the situation of "one family dominates". A total of nearly 470,000 units were sold in China, and even many fuel SUVs were beaten.
As for why it can sell well?
First of all, it must be due to the balance of product power.
Although it has been launched for a long time, it has to be admitted that the Model Y still performs in multiple dimensions such as the three-electric system, the maturity of the intelligent cabin software, the intelligent driving experience, and the driving quality, including the energy replenishment system.
Plus, the price is reasonable. The natural preference of Chinese consumers for SUV models has largely contributed to the blooming of the Model Y. At the same time, since the beginning of domestic production, it has not encountered too many decent rivals.
However, this situation has changed in an instant since last year.
With the entry of the Xpeng G6 and the Zhiji LS6, the Model Y really feels threatened. As an argument, the highest monthly sales of the two reached nearly 9,000 and 10,000 units, respectively.
And on book data alone, they are also significantly better than the Model Y in some aspects, such as ride space, body size, charging speed, real range, ......
But just when everyone thought that the Model Y would repeat the mistakes of the Model 3 and be pulled off the so-called altar, the story plot did not develop as expected.
Since the beginning of this year, we have continued to witness the "dominance of the Model Y". In sharp contrast, Xpeng G6 and Zhiji LS6 have fallen off a cliff.
In February, even after the Lunar New Year holiday, Model Y retail sales reached 22,537 units. On the other hand, the Xpeng G6 and Zhiji LS6 only have a pitiful 1,161 and 1,491 units left.
In the face of the above results, I am very puzzled why the latter two will fall so quickly in the context of product power and terminal price are not too bad.
Is it just because the vitality of the overall market consumption has weakened, because the price war has exacerbated everyone's wait-and-see mood, or is it something else?
In all fairness, it's still confusing.
With similar questions, I also started a round of heated discussions with my colleagues. Among them, there is one point that is very interesting.
"Now more than 200,000 yuan of pure electric SUV, the product power has almost rolled to the end, no matter what it is 800V, lidar, long battery life, large space, in a very limited cost space has been on the car. In contrast, the consumer's perception of the brand level is the decisive factor in whether he is willing to pay in the end. ”
To put it more simply, a certain user, after seeing Xpeng G6 and Zhiji LS6 one after another, still chose Model Y, probably because of his trust in Tesla itself.
As another argument, looking at the 200,000 yuan pure electric SUV market, the Song L has also quickly grown into a player to be reckoned with, with a total of 5,265 new cars sold in February.
And the key to its hot sales, in addition to the ultra-high-value appearance, "BYD" is undoubtedly the biggest golden sign in the hearts of its incubation owners.
As early as the end of last year, at a media communication conference, Li Bin threw out the following paragraph, "Brand is a very long-term word, especially the brand in the automotive industry, it really takes a very, very long time to slowly settle down, and it will show some different characteristics at a stage." ”
It is understandable that the key word in China's auto market recently is - price war, for many participants, there is no chance of survival if they don't fight, so we have witnessed some OEMs being forced to follow, even at the cost of damaging the image of hard work.
From a rational and objective point of view, I have to say: "Although the price reduction can bring a short-term sales boost, the loss of its own vitality is also quite huge." ”
In this process, when the involution of product power gradually slows down, the gap between the rivals is getting smaller and smaller, and the final competition is whose brand power is stronger.
This also explains why when the terminal prices of BBA's pure electric models are "broken", they can also become the "sweet and sweet" in the hearts of many people.
Who can refuse the Audi Q4 e-tron for more than 100,000 yuan? Who can refuse the BMW iX3 and Mercedes-Benz EQE for more than 200,000 yuan? In the luxury car market, the three German car companies still have a strong right to speak.
On the other hand, Tesla, with the precipitation of time, the label of China's technology pioneer and electric upstart has undoubtedly been firmly attached to its body, and Model Y can also benefit from it logically.
In short, it is still the same sentence: "Chaotic wars will eventually become calm, and there are some objective laws that we must abide by." For any car company, brand power has always been the lifeblood of survival. Without the latter as a support, no matter how good the product is, it will be empty talk. ”
One last question: Who is the real Model Y killer?
At least for now, there is no answer......
Cui Liwen
Love the car like life,
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