In 2023, a total of 127496 new cars will be delivered, a year-on-year decrease of 16.16%, which is very unsatisfactory for Nezha Automobile.
Entering 2024, with the continuous iterative update of new energy products in the market, Nezha's pace in new cars is also accelerating, especially the Nezha L that was unveiled not long ago, which is likely to determine the greatest hope of Nezha Automobile in 2024.
After the announcement of the pure electric version of the model, the information of the Nezha L extended range version also followed. In terms of key endurance, the new car can achieve a comprehensive range of 1,300 kilometers, and the pure electric range can reach 310 kilometers.
At the same time, Daniel Zhang, CEO of Nezha Automobile, posted on social media and reported to netizens how Nezha L is going to roll? ”
"Refrigerator" with independent compressor double door design, minimum refrigeration temperature -6 °C. "Color TV" 15.6 inches two. "Sofa" 8 o'clock massage zero gravity, compared with friends and businessmen, we are the only one with all three pieces at this price.
From Nezha L in the product, it can be roughly felt that this new car is infinitely moving towards the ideal L, and in addition to the refrigerator color TV sofa, there is also a 67 kilowatt power 1.5L four-cylinder range extender, as well as a 40-degree large battery pack in the CATL era, and Nezha Automobile believes that it is completely enough Qualcomm Snapdragon 8155 chip.
But at present, in the new energy vehicle market, in addition to the 8295 chip has become the mainstream, Nezha L's refrigerator color TV sofa is no longer a new configuration, not to mention that in addition to the refrigerator color TV sofa, there are also some brands that have been equipped with high-end intelligent driving assistance systems, such as the Hongmeng intelligent cockpit 3.0 and HUAWEI ADS 2.0 two sets of systemsM7.
In addition, the comprehensive range of the Nezha L extended range version is 1300 kilometers, and the pure electric range can reach 310 kilometers, which is not an unusual "product", because it previously had a comprehensive range of 1160km under WLTC working conditions, and the Nezha S with a pure electric range of 310 kilometers is not performing well.
According to the data, in March 2024, the sales volume of Nezha S will be 1,532 units, although it is a slight increase from the sales of 1,090 units in February this year, but it is still lower than the sales volume of 1,766 units in January this year. And since October last year, Nezha S achieved 2,598 units in a single month, and Nezha S has been unable to exceed 2,000 units in March this year, and has always hovered below 2,000 units.
You know,Nezha S is a model of Nezha Automobile as a sprint to the high-end representative brand image,According to the previous plan,Nezha S will sell more than 10,000 per month within 6 months after its launch,More than 20,000 per month within a year。 But unfortunately, since the launch of Nezha S, its awareness in the entire new energy market is very low.
At the same time, relying on the factor of price reduction, the starting price of Nezha S has come to the range of 150,000 yuan, but the low price strategy has not exchanged for Nezha S for a larger market share, even if Nezha S has used the whole body solution, but still can not realize the brand value of Nezha S in high-end models.
Written at the end of the article
In general, the competition in the new energy vehicle market will be more fierce this year, especially in the period when new products continue to emerge in the market. In order to gain a larger market share, in addition to filling the configuration, it also needs to be supported by brand value and the product power of the product itself. After all, consumers are choosing new energy vehicle products, in addition to refrigerators, color TVs, and large sofas, they also need the three-electric system, safety, battery life, automatic driving and sense of science and technology of the product itself to support.