Speaking of dry goods directly, the sales of new energy in April are highly anticipated.
There are several main reasons: since the resumption of work during the Spring Festival, BYD has started a price war through "electricity is lower than oil", and many car companies have followed suit, what is the feedback from the market?
On March 28, the Xiaomi SU7 was officially launched, and the popularity swept the entire car circle, and it is still high today.
Since the beginning of this year, the question world has strongly surpassed the ideal, coupled with the impact of the second generation such as Extreme Krypton and AVATAR, can the first-mover mid-to-high-end Wei Xiaoli withstand it?
As the first full calendar month after the emergence of various factors, the sales performance in April clearly says a lot.
*Image source: Electric Vehicle Commune
And in the data of the passenger association: in the first half of the month, the proportion of new energy vehicles has exceeded 50% for the first time, creating a historical record, which also means that buying fuel vehicles has become a minority, and the market pattern is completely reversed.
Does BYD still have a trump card?
In terms of sales performance, BYD continues to lead strongly, selling more than 310,000 units in April and more than 930,000 units this year, and Wang Chuanfu's goal this year is to increase by 20% on the basis of 2023.
That is, 3.6 million units, and in the remaining 8 months, BYD will sell an average of about 350,000 units per month, which is still not easy.
The composition of sales can also illustrate some problems, with monthly sales of more than 11,000 units, more than 2,100 Formula Leopards, and 952 units. Among them, the positioning of the million-level looking up performance is a highlight, but the proportion of DENZA and Equation Leopard is still relatively small.
The former mainly relies on the Denza D9 to support the scene, while the main rival GL8 has recently launched a plug-in hybrid version, and the next competition will definitely continue to escalate.
At the same time, Dynasty Network + Ocean Network is still the cornerstone of sales, more than 290,000 units were sold in April, and the market below 200,000 is in the market, Geely, Chery, Changan and other head brands are accelerating the layout of new energy models.
Especially the price, after BYD's price cut, the rest can also keep up with the rhythm, how to maintain the leading advantage?
Lao Hu thinks: The next generation of hybrid technology, which has been frequently announced recently, may be a highlight, and it is said that the comprehensive range will exceed 2000 kilometers.
Geely's trailer said that the next generation of hybrid technology will have a range of more than 2,000 kilometers, and the Dongfeng Fengshen L7, which has a range of more than 2,000 kilometers, has been launched at the Beijing Auto Show.
Looking at it this way, the endurance threshold of plug-in hybrid will be doubled from the current 1000 kilometers in the near future, further improving energy consumption performance and product charm, not only will the major leading brands continue to roll, but the traditional fuel market will also face a more violent impact.
Xiaomi breaks the new pattern of the top four?
According to the price, the new forces can be divided into two camps, on the one hand, the main sales models are gathered in more than 200,000, including Wenjie, ideal, Weilai, Xiaopeng and Xiaomi.
Among them, Wenjie and Ideal are in the head range of monthly sales of more than 20,000 units, and the sales performance of the two is close, and they are gradually entering a see-saw period. Moreover, the product attributes are also similar, all of them are mainly SUV models, and all of them provide pure electric and extended range power.
The next step is to see the feedback on the Ideal L6 and the new Wenjie M5. As the first model to drop to less than 300,000 yuan, the L6 directly lowers the threshold, which should drive an increase in sales.
However, the product definition is similar to that of L7, both of which have a 5-seat layout, and there is an overlapping relationship, and L6 is likely to affect the market performance of L7.
The new M5 represents Huawei's unwillingness, and after the price of the M7 was lowered, the starting price of two cars in different classes turned out to be the same, which is rare in the same brand.
Therefore, we also thought at the time: the new M5 may continue to reduce in price, entering the sales of less than 200,000 yuan, but the result is obviously wrong.
The new M5 maintains its original starting price through an upgraded form factor and a wealth of high-end driving features, which also means that Huawei does not want to penetrate the low-end market.
The value perception of intelligent driving, it seems that there is no real price, and it is not ruled out that there will be a lower threshold for the follow-up version of no intelligent driving, after all, the price configuration is adjusted, or the sales volume has the final say.
The performance of NIO and XPeng is in great contrast, after the launch of a 1 billion fuel car replacement subsidy in April, NIO finally broke through the 15,000 mark, it is said that the new brand Ledao is about to be released recently, how to distinguish the positioning relationship with NIO is the core point of view.
Xiaopeng began to weaken, and the G6 equipped with 800V in the whole domain has been sold to less than 200,000, but it seems that there is no improvement, and how to stabilize the monthly sales of more than 10,000 has become a thorny problem.
On the other hand, although it did not break 10,000 units in the first month, Xiaomi's is still very fierce, and we have also introduced it before, 20 - 300,000 new energy cars, which is the core area of competition.
The more prominent sales are BYD Han and Zeekr 001, with monthly sales of about 10,000 and 7,000 respectively, and the Xiaomi SU7 has steadily entered the top three in the market segment.
It can be said that Lei Jun's marketing ability and huge traffic seem to have made Xiaomi completely remove the label of cost performance in the automotive industry, but it remains to be seen what the future will be.
How much time is left for the second generation?
Among ZEEKR, AVATAR, Deep Blue and VOYANT, ZEEKR is more representative, with the same pure electric focus as Weilai and Xiaopeng, with monthly sales exceeding 16,000 units, achieving a reversal of a number of new forces, and it is also the sales champion of mid-to-high-end pure electric brands this month.
AVATR and VOYANT's performance is tepid, but in such a competitive system, it is also an ability to hold on to the share, and whether AVATR can make a breakthrough in the future may depend on the extended range version.
VOYAH plans to launch a mid-size SUV that is positioned lower than the FREE and competes with the M5 and Li L6.
Deep Blue is one of the few to see a month-on-month decline, and the two models currently on sale have been hit by the price reduction of higher-level new cars, and in order to remain competitive, the price may have to be adjusted again in the future.
It is worth mentioning that Mazda unveiled the EZ-6 at the Beijing Auto Show based on Changan's new energy platform, providing two options: pure electric and extended range, and the appearance is quite beautiful, I don't know if it will have an impact on Changan's new energy vehicles.
Overall, the current auto market is in a state of stability, traditional car companies, new forces and the second generation of the three camps, the mainstream brand ranking is not large, but with the increase in new energy sales, the scale is shifting, and gradually replacing fuel vehicles has become the general trend.
In addition, I would like to share a small detail with you, although Xiaomi SU7 performed well, but after the second release, the sales of Zhijie S7 also came up, with more than 4,000 units delivered in April, the gap between the two is not big, who is the strongest "7 character generation", there will be an answer this year.
Resources:
Sales data of major car companies
Editor: Zetian