Source: China Economic Net
Under the interweaving of "price war" and "propaganda war", traditional new energy is further consolidating its advantages and expanding its share, showing a trend of multi-point flowering and overall upward movement. With the upcoming Beijing Auto Show, a large number of new products and new technologies will be introduced to the market, which can not help but make people look forward to the performance of the auto market in April.
Compared with Tesla, the representative of the "new force" of car manufacturing, which is starting global layoffs, China's traditional brands in the field of new energy ushered in a "good start" in the first quarter together with the overall domestic car market. Judging from the top 10 retail sales of new energy manufacturers released by the Passenger Association, doubling growth has become a mainstream trend among traditional new energy.
According to the statistics compiled by the China Economic Net, in March and the first quarter of this year, 8 brands of traditional new energy were on the list, and the market share continued to be close to 70% since the beginning of the year. In the first quarter, the total sales volume of traditional new energy vehicles exceeded 1.19 million units, a year-on-year increase of 43.5%, and in March, the total sales volume was 478,000 units, a year-on-year increase of 45.5%.
From the perspective of enterprise competition, from January to March, the traditional new energy pattern is relatively fixed, with BYD, Geely, Changan, and SAIC-GM-Wuling occupying the upper half of the area, and Cialis, GAC Aion, and Great Wall ranking in the lower half. One such change came from Chery, which squeezed Dongfeng out of the top 10 in both March and Q1 rankings.
In the first quarter, Chery Group achieved an "acceleration" of sales at a growth rate of almost 12 times that of the industry, and "doubled" the sales volume of new energy. In the past March, Chery accelerated the launch of new products to further enrich its "hybrid + pure electric" new energy product matrix. On March 10, Chery Fengyun A8 Voyage Edition was launched, and on March 11, Xingtu Yaoguang C-DM was launched to the market.
The Zhijie S7 jointly built by Chery and Huawei also started mass delivery on April 12. Yin Tongyue, chairman of Chery, personally praised the Huawei team for the new platform, praised the professionalism and meticulousness of the Huawei team, and even promoted the new car in English-amazing. On April 14, Yin Tongyue also broadcast live with Luo Zhenyu, challenging long-distance high-speed high-end intelligent driving, and warming up for the upcoming Star Era ET.
Not only Yin Tongyue, with the increasingly fierce market competition, seeing that Xiaomi has "splashing traffic", Wei Jianjun, chairman of Great Wall Motor, Daniel Zhang, CEO of Nezha Automobile, and other car company "bigwigs" have also recently appeared in the live broadcast room to endorse their own products. Some analysts pointed out that from the previous opening of social media accounts to the current live broadcast, with the entry of Xiaomi and Huawei, more and more car companies have realized the importance of marketing and publicity, and many car companies' "top leaders" and executives have moved from behind the scenes to the front of the stage, which also means that the "propaganda war" of car companies has entered a new stage.
Wei Jianjun, chairman of Great Wall Motors, personally tested the screenshot of the live broadcast of the Great Wall full-scene NOA
Among them, Wei Jianjun, who has not officially appeared in public for many years, has attracted attention. It first appeared at the launch conference of Xiaomi SU7 on March 28, and on April 15, it live-streamed the full-scene NOA intelligent driving without pictures and completed a 16.6-kilometer intelligent driving test in Baoding, Hebei Province. During the live broadcast, Wei Jianjun also said that the frequency of live broadcasts will be increased in the future.
Compared with the heyday of the Haval H6 monthly sales of 80,000 units, Great Wall Motor's performance has been tepid in recent years, and it has gradually shown a trend of "falling behind". Since the second half of last year, although the sales of the Great Wall have improved slightly, they have always hovered in the lower half of the traditional new energy list. Now, with Wei Jianjun's personal publicity, it is worth looking forward to whether Great Wall Motors can show new vitality.
Of course, in the traditional new energy, BYD's leading edge is still unmatched, and the "price war" set off by the "Glory Edition" model also allowed BYD's sales in March to return to the previous monthly sales level of 300,000 units (wholesale). In the high-end market, BYD's high-end brand Formula Leopard unveiled the "Family Bucket", a product covering hard-core families and sports cars, on April 16 to celebrate BYD's 30th anniversary.
Formula Leopard covers the hard-core family and sports car products "Family Bucket" Courtesy of the company
According to BYD's official data, since the launch of the first model Leopard 5 in November last year, Formula Leopard has delivered nearly 20,000 vehicles, of which 16,775 were delivered in the first quarter of this year;
In contrast, GAC Ai'an Haobo, which also has million-level products, has not yet opened the situation. GAC Aion also became the only brand to decline in the list of traditional new energy in March and the first quarter.
"Haobo does not pursue rapid expansion, nor does it have financing pressure, so it will do a solid job of basic skills and product strength. Give Haobo a little more patience, I believe that this year will definitely give you a surprise. At the forum of 100 people held in March, Gu Huinan, general manager of GAC Aion, said. According to reports, Haobo offline stores have expanded from more than 40 last year to 100 at present.
In addition, at the GAC Technology Day on April 12, GAC Aion also announced its phased progress in all-solid-state batteries representing the "next generation of power battery technology", and plans to complete research and development in 2026, and take the lead in installing Haobo. At that time, this will undoubtedly become a killer feature for Haobo to conquer the market.
On the whole, under the interweaving of "price war" and "propaganda war", traditional new energy is further consolidating its advantages, expanding its share, showing a multi-point flowering and overall upward trend. With the upcoming Beijing Auto Show, a large number of new products and new technologies will be introduced to the market, which can not help but make people look forward to the performance of the auto market in April. (China Economic Net reporter Guo Tao)