April has passed, and the time progress of the whole year has reached 33%.
With the advent of the new month, the bigwigs of the car market have come to the link of competing for the sales of the previous month, and this year's April is particularly eye-catching, because as an important domestic auto show month, car companies will come up with housekeeping skills in this month, and since the middle of the month, there are new brands and new models coming out one after another, so the results are very critical this time.
Judging from the published data, everyone seems to be in a state of soaring, so is this really the case? How far is it from the initial annual sales, this time we have selected a few of the most popular brands to see.
First of all, let's take a look at Xiaomi Auto, on May 1, Xiaomi Auto announced the outstanding sales results of Xiaomi SU7. Since the first delivery on April 3, 7,058 new cars have been delivered in just one month, which can be said to be a surprise to the industry for a brand new brand, with nearly 10,000 units of the first model delivered in the first month.
You must know that Xiaomi SU7 as a sport-oriented C-class pure electric car,To achieve such a result,Almost only Xiaopeng P7 was reached at the beginning of the listing,The sports pure electric models of the Chinese brand have been mediocre,Plus there are only more than 50 channels that Xiaomi cars can deliver in the first month,So this delivery efficiency can be described as amazingly high。
In particular, it is worth mentioning that at the auto show on April 25, Xiaomi Auto announced that in the 28 days since the release of SU7, the order volume has reached about 75,800 units, and 5,781 units have been delivered, so calculate it, which means that in just 5 days after the auto show, the order volume of Xiaomi Auto has increased by about 12,300 units, and the growth rate is quite rapid.
Although the Xiaomi SU7 delivered 7,058 units in its first month on the market, Xiaomi's founder Lei Jun remains cautiously optimistic, setting a sales target of 100,000 units for this year, which has only been achieved by about 7%. Although the 7% progress does not seem outstanding compared to other car companies, Lei Jun said at the auto show that the order volume of Xiaomi SU7 has reached 88,063 units, of which 28% are female car buyers, 29% are BBA owners, and the proportion of Apple users is as high as 52.5%. It seems that there is no problem in achieving the goal, and the biggest problem is how to increase production capacity.
Let's analyze it specifically, at present, Xiaomi Auto's vehicle manufacturing plant in the Beijing Economic and Technological Development Zone is built in accordance with the two-phase plan, although the design capacity is 150,000 units, but affected by the optimization of the parts supply chain and production process, the current production capacity of Xiaomi Auto has not fully reached this level. According to the production plan, by March this year, the monthly production of Xiaomi cars had already exceeded 3,000 units, and by April, this number had further increased to 4,000 to 5,000 units. It is expected that by the end of the year, the monthly production capacity will stabilize at about 6,000 units.
Therefore, according to the current production capacity, it will take at least more than a year to digest the order of 88,000 units. In order to achieve the goal of selling 100,000 units this year, Xiaomi Auto needs to sell an average of 12,000 units per month in the next eight months.
In the face of this challenge, Xiaomi Auto has stated that it is going all out to expand production capacity and speed up delivery, if it can really be done, Xiaomi Auto will become the first in China's automotive industry to be listed and delivered, and the amount is on the volume, and the volume will be over 100,000 new car-making forces, so do you think Xiaomi Auto can meet the standard this year?
Next, let's take another look at Huawei, in April, Hongmeng Zhixing delivered a total of 29,632 new cars, and won the monthly sales champion of new power brands in the Chinese market for 4 consecutive months.
Among them, the recent cusp of the storm, April delivery of 25,086 vehicles, a year-on-year increase of 929%, 1-4 months a total of 110928, a cumulative increase of 689%, the performance of the M9 is particularly eye-catching, a total of 13,391 deliveries, ranking first in luxury models of more than 500,000 yuan, even more than the previous domestic BMW X5 monthly sales results, in other words, such a result was originally the ideal hope that MEGA will do, and now the M9 relies on extended range hybrid to do.
According to the target of 400,000 vehicles, the progress of completion has reached 28% so far, and combined with the performance of this year's Wenjie, it can basically be celebrated in advance.
Although the overall development of Hongmeng Zhixing is strong, the data of subdivided brands is not bright enough, for example, the sales volume of the new M7 is 10896 units, and the delivery momentum has begun to decline, as for the Zhijie S7, 4546 units were delivered in April, and the new M5 of the Wenjie listed on April 23 has reached 4031 units in 24 hours after listing, and the performance does not look good enough.
Interestingly, some time ago, Huawei announced that Yu Chengdong would step down as CEO of Huawei's terminal BG, and Yu Chengdong may focus more on the automotive business in the future.
Judging from the situation in May, if the new M5 can be delivered smoothly as planned, and the downward trend of sales of the M7 can be effectively controlled, coupled with the sales of Zhijie S7 can be improved, then the monthly sales of Hongmeng Zhixing are expected to break through the 30,000 mark, and it will be able to sit firmly in the first position of the new domestic forces, we can look forward to it.
As for the fierce rival of Li Auto, it is beginning to show decline. In April, 25,787 new cars were delivered, a year-on-year increase of 0.4%, which can be said to be unchanged year-on-year and last year.
From January to April, a total of 106187 units were delivered, a slight increase of 36% year-on-year, in other words, Li Auto's sales returned to the original point after releasing a series of new cars in March.
For the current situation, Li Auto has also taken many measures, and made several adjustments to its product sales strategy in April, first of all, they adjusted the price of 24 L series models, with a price reduction range of between 18,000 and 20,000 yuan, and at the same time lowered the price of Li MEGA by 30,000 yuan. In addition, Li Auto has also decided to cancel the originally planned Air version of the model.
Not only that, but also the ideal L6 new model to be raised, its price is set at 249,800 yuan, and has received orders for 20,000 units, and the cumulative delivery of more than 2,000 units within 6 days, but such data can not be regarded as very "explosive", it can be said that the new car to the brand as a whole is not very obvious.
Fortunately, after the price adjustment, the sales of the ideal L7 have also rebounded significantly, about 2,000 units. However, the sales performance of the ideal L8 and L9 was relatively stable.
Having said that, Li Auto has set an annual sales target of 600,000 units this year, and has achieved 18% of the progress, in order to ensure that it can meet this year's sales target, Li Auto needs to sell an average of 62,000 cars per month in the remaining 8 months, which has to be said to be extremely difficult.
Then let's talk about the big brother BYD, on May 5, BYD announced its sales of new energy vehicles in April.
Judging from the data, BYD's new energy vehicle sales reached 313,200 in April, a year-on-year increase of 49% compared with 210,300 in the same period last year. In addition, BYD's sales in March were 302,400 units, and as of the end of April, BYD's cumulative sales of passenger cars in 2024 were 936446, which is approaching the million mark.
In 2023, BYD's annual sales reached 3.02 million units, and this year, BYD has set itself a higher target of 3.6 million units. If the sales volume can exceed 300,000 units in the next month, then BYD will not have a problem achieving its annual target at all.
From the perspective of BYD's sales composition, the sales performance of BYD Dynasty and Ocean series is particularly prominent, reaching 297864 units, a year-on-year increase of 49.7%, of which there are 6 models with monthly sales of more than 30,000 units. These six models are Qin, Song PLUS, Song PRO (Song L), Seagull, Yuan and Destroyer 05, with sales of 51,170 units, 43,738 units, 37,122 units, 34,832 units, 34,701 units and 32,800 units, respectively.
In the market of more than 200,000 units, Han and Tang are still responsible for sales, with the BYD Han family selling 21,509 vehicles in a single month, and the Tang family selling 14,176 units in April. In addition, DENZA Auto sold 11,122 units in April. It is worth mentioning that Yangwang Automobile, which is positioned in the million-level domestic luxury market, delivered 952 units in April, which also showed strong demand in the high-end market.
Another point I don't know if you have noticed, since the launch of the Seagull model, due to its excellent market performance, it seems to have stolen the limelight from BYD's other small pure electric vehicle, the Dolphin's sales have been affected to a certain extent. According to April's sales figures, the Dolphin became one of the few models in BYD's Ocean series to see a decline in sales, with only 10,067 units sold that month.
In overseas markets, BYD exported 41,011 vehicles in April, a year-on-year increase of 176.6%. Judging from the current performance of BYD's overseas market, this year will be a year of BYD's overseas market explosion, and it can only be said that Big Brother deserves to be a big brother, and both domestic and foreign markets can play!
Speaking of ZEEKR, ZEEKR delivered 16,089 vehicles in April, a year-on-year increase of 99% and a month-on-month increase of 24%, once again setting a record high for brand deliveries.
From January to April this year, the cumulative sales of ZEEKR reached 49,148 vehicles, a year-on-year increase of more than 110%. And ZEEKR said that the sales champion of China's pure electric brands of more than 200,000 yuan in 2024 is also ZEEKR, which seems to be a bit much.
At present, only 21.34% of this year's sales target of 230,000 units has been achieved. According to ZEEKR's target for this year, ZEEKR needs to sell 20,000 vehicles per month.
However, at the previous Geely Automobile performance meeting, ZEEKR CEO An Conghui said that he was full of confidence in the achievement of the sales target of 230,000 units this year.
Judging from the previously announced retail sales of various models, ZEEKR 001 is still the brand's main product, the new ZEEKR 001 has accumulated nearly 40,000 orders since its launch, and the delivery has been accelerated since April, and the retail sales in March reached 7503 units, while the monthly sales volume of ZEEKR 007 also reached 4656 units. The reason for the hot sales of ZEEKR cars is also due to the stable pricing strategy of ZEEKR models and efforts to increase production capacity.
In 2024, ZEEKR will also launch more new models, and if the ZEEKR brand wants to achieve the goal of monthly sales of 20,000 units, it needs to launch a new product that can be compared to ZEEKR 001. At present, ZEEKR is actively developing a mid-size SUV based on the PMA2+ platform, which belongs to the same platform as ZEEKR 007. If this new SUV can be launched as scheduled in the third quarter of this year, then the Zeekr brand may achieve a breakthrough. However, this also means that the sales of ZEEKR 007 may be greatly affected and there will be a significant decline.
The next task in front of ZEEKR is to create a higher brand image through leading product strength and better customer maintenance.
After talking about Extreme Krypton, I have to say that NIO is also a dark horse in April. According to official figures, NIO delivered 15,620 new cars in April, which is about 2,000 more than they initially expected and up 31.6% compared to the previous month. Especially in the last week, NIO's weekly sales were able to reach 5,000 units, of which the ET5 and ES6 models combined for about 3,300 units.
NIO's success this time lies in resisting the pressure of the price reduction frenzy. By providing show car discounts to clear inventory and reduce the price of BaaS, NIO did not participate in the price war in the industry, thus maintaining the high-end image of its brand and not being infamous for "backstabbing" old car owners.
In addition, the company's founder Li Bin personally participated in the all-staff live broadcast activities also brought significant traffic growth to NIO, and a more accessible way made NIO popular, in the price range of 300,000 yuan, NIO's products have a higher brand premium than Tesla's Model Y, Ideal L7 and other models, helping it maintain stable sales performance.
April's gratifying sales are also directly reflected in the progress, which is 20% based on their annual target of 230,000 units.
Next, the performance of NIO's sub-brand Ledao will be the focus, and if Ledao can gain market recognition after its release in May, and can increase NIO's overall sales when deliveries begin in the fourth quarter, then NIO may be invincible this year.
Finally, let's talk about Xiaopeng, it seems that it is still standing still, 9,393 vehicles were delivered in April, and a total of 31,214 vehicles were delivered from January to April, although a year-on-year increase of 23%, but the average monthly sales volume was less than 8,000 vehicles, and the overall situation was not very ideal, according to the annual target of 280,000 vehicles, Xiaopeng's progress only reached 11%.
Especially after comparing the sales data of NIO and Ideal, the performance of Xpeng Motors seems to be a little overshadowed. Last year, Xpeng Motors also achieved monthly sales of more than 20,000 units with the hot sales of Xpeng G6, surpassing NIO, but now its opponents are far ahead.
However, fortunately, Xpeng Motors also has bright spots, Xpeng X9 delivered 1,959 units in April, becoming the sales champion of pure electric MPV models, and the cumulative delivery volume has been close to 10,000 units since its launch four months ago, which is in line with the company's expected goals. Especially considering the poor performance of the ideal MEGA, the Xpeng X9 has a better reputation in the market, which can be regarded as saving a wave of market.
The current market conditions of Xpeng are somewhat uncertain, and the challenge for Xpeng is to return to the level of 15,000 units sold monthly, and the upcoming MONA and P7 replacement models may bring new sales growth.
However, Xiaopeng, who is under pressure on sales, does not seem to be too anxious, but is increasing investment in AI and vigorously developing intelligent automobiles.
Finally, on the whole, the price competition of the new car-making forces in April is more intense, only on April 1, including Wenjie, Xiaopeng Motors, etc., a number of brands have announced a new round of promotional policies, and the price war is still showing signs of stopping.
With the improvement of the charging network and battery swap network, low-cost pure electric models will be more popular in the future, and those brands that focus on extended-range models, such as ideal, although the current momentum is still good, but there are still many problems to face in the future, so which brand are you most optimistic about?