Xiaomi SU7's "catfish effect": Weilai, Xiaopeng, Geely, and Wenjie cut prices to "meet the attack" Jia Yueting also came to rub the traffic|first-line
Finance Associated Press, April 1 (Reporter Tang Zhixiao, Gao Mengyang) Although before the Xiaomi SU7 press conference, BYD Auto, Li Auto, Great Wall Motor, Deep Blue Automobile, AVATAR, Xiaopeng Motors, VOYAH Automobile, IM Zhiji Automobile and other manufacturers congratulated Xiaomi Auto on its listing.
However, after the announcement of the starting price of Xiaomi Auto SU7 215,900, the new energy vehicle market has no "quiet years".
Recently, many car companies such as Weilai, Xiaopeng, Wenjie, Zeekr, and FAW-Volkswagen have started price reduction or subsidy activities. For the launch of Xiaomi SU7, many offline new energy sales have also expressed their views.
A few days ago, a reporter from the Financial Associated Press visited the offline stores of a number of new energy brands. A sales person in the Wenjie store told reporters that compared with Xiaomi SU7, the biggest advantage of Wenjie is that the car is picked up quickly, and the car has been inspected, "not to take consumers as guinea pigs." In the live broadcast rooms of several brands of ZEEKR and Galaxy, they are also repeatedly emphasizing their advantages in terms of performance and price.
Xiaomi SU7 has become that "catfish" in the new energy market, making all new energy brands highly nervous.
After the Xiaomi SU7 was launched, offline sales competition was fierce
Since Xiaomi SU7 announced the price and announced the results of 88,898 units in 24 hours, the industry has to face up to Xiaomi's influence in the new energy market.
In fact, after the price reduction tide in the first quarter of this year, the heat of the new energy market has been high.
According to recent data from various brands, in terms of delivery and sales, BYD's leading position is unshakable, with sales of 302,500 units in March, a year-on-year increase of 46.06%, and 207,100 units sold in the same period last year. From January to March, a total of 626,300 new energy vehicles were sold, up 13.44% year-on-year.
In terms of new forces, Huawei's cooperation with Cialis continued to lead the way, with 31,700 new vehicles delivered in March and a total of 85,800 in the first quarter. Li Auto exceeded the previously announced expected figures, with a total of 80,400 units delivered in the first quarter.
In this regard, the sales of Xiaomi auto stores, which have been busy recently, have also felt the popularity of new energy vehicles.
"The SU7 is very popular right now, and you need to make an appointment for a test drive. When talking to reporters about the advantages of market competition, the Xiaomi car store salesman deliberately emphasized the "people, cars, and homes" ecology.
In the view of this Xiaomi SU7 sales,For example, Zhijie uses Hongmeng car machine,And XiaomiSU7 uses surging OS,He thinks that surging OSThe functionality is richer,Interconnection is also richer。 "Xiaomi's intelligent driving system and Huawei, I think it's about the same. In addition, he added, the SU7 is a sedan that has a stronger driving feel and handling.
The Weilai platform of Hangzhou Joy City is at the entrance of the Xiaomi car experience store, which is quite deserted compared with the overcrowded Xiaomi car store next to it.
NIO's sales told reporters that for Xiaomi SU7, he believes that although the price band of NIO's ET5 series is slightly higher, they are not worried about impacting NIO's car sales. "The car has to run on the road to show its performance. ”
The sales of Huawei's car stores told the Financial Associated Press: "First of all, we are not the first year to build a car, compared to Xiaomi, our car has been tested by the market." ”
The car sales also recommended the M7 to the reporter of the Financial Associated Press: "You now choose the M7 There are two advantages, that is, the car is fast, there is no need to wait, and our pre-sales and after-sales are very perfect, you are not the first batch of guinea pigs." ”
"According to your budget of less than 300,000 yuan, you can choose to buy our intelligent driving version, and we don't need you to pay a deposit before test driving. The Huawei store car sales who recommended the question said.
Xiaomi SU7 has become a new "catfish", Jia Yueting can't sit still!
The hot sales of Xiaomi SU7 have attracted widespread attention in the market.
On the one hand, the Xiaomi SU7 has indeed been recognized by people in the industry.
On the night of the press conference, after an interview with the media, Lei Jun and Li Bin, the founder of NIO, filmed a 20-second video. In the video, Li Bin praised the performance of Xiaomi Auto SU7 as "very fierce", and said that such a price makes NIO's mass-market sub-brand "Ledao" cars "difficult to price".
It is reported that Lei Jun also presented Wei Jianjun, chairman of Great Wall Motors, with a gray Xiaomi SU7. Wei Jianjun said on his personal Weibo: "Today, some executives and experts were organized to carefully review the Xiaomi SU7. Xiaomi Auto has only been established for 3 years, but many details of the design are very worthy of recognition. ”
Previously, Daniel Zhang, CEO of Nezha Automobile, and Zhou Hongyi, founder of 360 Group and investor of Nezha Automobile, opened a live broadcast event, in which Zhou Hongyi suggested that Daniel Zhang learn the ideas of Xiaomi Auto Display Production Base. Daniel Zhang, CEO of Nezha Automobile, also said on Weibo, "Accept Lao Zhou's criticism, learn from Lei Jun in marketing, and don't be ashamed!"
At the same time, he also believes that the main reason for the decline in Nezha Automobile's sales in 2023 is that Nezha Automobile is not deeply involved in the price war.
On the other hand, after the launch of Xiaomi cars, various brands have also tensed their nerves, and many brands have chosen to continue the price war.
Among them, the maximum subsidy for Xpeng G9 is 20,000 yuan, starting at 243,900 yuan, the subsidy for the replacement of oil vehicles for NIO's 2024 model is 10,000 yuan, and the maximum discount for the trade-in of some models of Geely Automobile is 53,000 yuan. The price of the new M7 entry-level model, the M7 Plus five-seater rear-wheel drive version, was reduced by 20,000 yuan to 229,800 yuan, and the time limit for the price reduction was just stuck on April 30. This time node is the last day of the Xiaomi SU7 to give away pre-ordered benefits for a limited time.
Even FF founder Jia Yueting, who has always said "see you next week", has to post on Weibo to comment on the first release of Xiaomi Auto. Jia Yueting believes that it reflects the maturity of China's new energy vehicle industry chain in recent years and the huge advantage of China's made-in-price ratio, and Xiaomi's execution and marketing capabilities are certainly worthy of praise.
However, Jia Yueting, who started with PPT car manufacturing, believes that Xiaomi Auto's copycat culture, shortcut mode and follower thinking are regarded by many people as a guideline, which is worrying. ”
There is no doubt that the competition in the new energy vehicle market has become more fierce this year.
A recent research report by Ping An Securities pointed out that the growth rate of the leading new energy vehicle companies will be under pressure in 2024, so the price war will continue, especially in the mainstream price range of 100,000 yuan to 200,000 yuan. As the cost of batteries falls, car companies have more room to cut prices.
Cui Dongshu, secretary general of the All-China Passenger Federation, once said, "2024 is a critical year for new energy vehicle companies to gain a firm foothold, and the competition is destined to be very fierce." ”
(Finance Associated Press reporter Tang Zhixiao)