Today's "Kicking Car Q&A" is here!
Question from netizen "Spring, Summer, Autumn and Winter": After the ninth-generation Camry came out, it was a bit out of time, and sales were sluggish. The original B-class car sales champions, Passat, Magotan, Accord, Cammer, Teana, Artez, Mondeo, Regal, and the newly launched Sonata, how to deal with the resistance of domestic new energy?
A: At present, their response is to reduce the price and improve the level of intelligence, but it still cannot avoid the decline in sales. The key factor is that the actual growth of the total domestic market is very small, and it has basically peaked. In the announced figures, the proportion of exports is very large, and the so-called growth is almost all achieved by exports. At the same time, a large number of local Chinese brands are launching new models in the same class, and they are openly selling them at below-cost prices. The role of "new energy" is to allow Chinese local brands to bypass the physical and psychological barrier of fuel engines, which cannot compete with foreign brands, and to launch a large number of models with superior power performance than fuel engines to participate in the competition. The loss of money sales has made these cars have price competitiveness in the market compared to joint venture fuel vehicles. To a large extent, this also breaks the brand value recognition of the joint venture brand around the fuel power system. When this core value is erased, both brand power and product power are greatly weakened. This objectively requires that prices must be significantly reduced.
In addition, domestic brands also have natural advantages in intelligence, because these emerging brands are almost all from the perspective of digital technology into the automotive industry. And digital technology and new energy are more perfectly combined. This requires these original fuel vehicles to improve the level of digital technology, otherwise, they will be quickly eliminated by the market. Nokia's flash crash in the mobile phone industry could be repeated in the automotive industry at any time. From the early 90s of the last century to the present, the personal communication industry has changed from BB to mobile phones to smartphones to smartphones in the past 30 years, and the magnificent changes have begun in the automotive industry with the launch of Tesla's Model 3 to achieve mass production and sales.
As we will see, these challenges mean that there is a need for greater adoption of new energy technologies. These fuel models must belong to the brands and companies behind them to deal with a pawn in the new era, it may be eaten, but before it is eaten, it must play its due role in the overall game. This role is called "support". Just like the shield in the hand, when the "offensive weapons" such as new energy technology and intelligent technology have not been cultivated, they can stick to the market territory, maintain the formation and wait for the arrival of the next stage of the new energy and intelligent competition. In this process, we will definitely see the decline of these models in the Chinese market, and the current process is still accelerating.
The above is all the content of this issue of Kick Car Q&A, if you also have questions you want to ask, please actively leave a message in the comment area to ask questions. If you see the content of the Kicking Car Gang on other platforms, you are also welcome to leave a message at any time, we will collect questions and comments on all platforms, and Mr. Xia Dong will select 5 questions to answer every week.