For mainstream car brands, mid-size cars are not only responsible for enhancing brand value and reputation, but also for the profits of car companies.
In the era of fuel vehicles, the mid-size car market has always been the world of joint venture brands, and with the continuous development of vehicle electrification, the times have given major car companies the opportunity to break the situation. When we saw the popularity of domestic electric vehicles and thought that pure electric vehicles would successfully capture the medium-sized car market, we were "slapped in the face" by reality.
The reality is that up to now, electric vehicles have been developed in China for more than ten years, and there is still no pure electric mid-size car that can shake this market segment.
Pure electric vehicles cannot win the mid-size car market
According to the April car sales data of the Passenger Association, among the top 10 medium-sized car sales, only one pure electric vehicle entered the list, which is not the famous Tesla Model 3, but Hongqi E-QM5, with a guide price of 165,800-239,800 yuan.
Unlike other models on the list, the Hongqi E-QM5 has stronger business attributes, and it was previously a product customized for the travel market, and then it was specially launched for the personal market.
The reason why the car has achieved good market results is due to the product highlights such as excellent appearance, spacious space and high battery life on the one hand, and on the other hand, it is inseparable from the support policies of the operating market in some regions.
According to the information previously released by Hongqi officials, the sales composition of Hongqi E-QM5 is prominently occupied by operating vehicles. This means that although the Hongqi E-QM5 ranks among the top 10 in mid-size car sales, it has not succeeded in leveraging the main consumer group of the mid-size car market - medium-sized family users.
The mid-size car market is firmly established
Presently. The best-selling mid-size cars on the market are still dominated by joint venture/luxury brands, with the top five selling more than 10,000 units per month and the top nine selling more than 8,000 units, all of which far exceed the pure electric mid-size cars.
In terms of joint venture vehicles, Passat and Magotan ranked first and third, selling 16,033 and 11,892 units respectively in April; Accord, Camry and Teana are also more popular, ranking fourth, seventh and ninth respectively.
In terms of luxury cars, the BMW 3 Series, Mercedes-Benz C-Class and Audi A4L ranked 2nd, 5th and 8th respectively, while the monthly sales of BMW 5 Series and Mercedes-Benz C-Class both exceeded 10,000 units, and the Audi A4L also had 8,497 units.
The 10th-ranked Hongqi E-QM5, which is the best-selling model of pure electric mid-size cars, sold 6,493 units in April, a big cut behind the previous players. Tesla's Model 3, which was once brilliant, now sells only 5,065 units a month, less than half of the Passat's sales.
The dilemma of high-end pure electric vehicles
Why is it still difficult for pure electric vehicles to gain a foothold in the mid-size car market today? Xiaolu believes that there are three main reasons:
First, in the period of fuel vehicles, the long-term operation and accumulation of joint venture brands in the medium-sized car market has formed a consumer culture in the minds of consumers, in addition to the product strength of joint venture medium-sized vehicles is also improving.
In order to hold the last position, the joint venture brand has done its best, from technological innovation to design style, the first to be carried, the price of the price of the Mali price reduction, in such a "dimensionality reduction" competitive environment, pure electric vehicles want to get a piece of the cake, is very difficult.
Second, consumers are demanding about their products. Most of the consumer groups in the medium-sized car market are family users, and their consumption is conservative, and buying a car is often the only car for the family, which not only needs to meet the needs of a large family, but also to save face, and there is no pressure on business reception.
Therefore, they often take into account many factors when choosing medium-sized cars, in addition to the basic attributes of the vehicle, there are higher requirements for brand, reputation, safety, life and value retention.
Third, pure electric vehicles have inherent shortcomings and are only suitable for short-distance commuting. Although the technology and performance of pure electric vehicles have been improved, there are still problems such as insufficient mileage, poor convenience of energy replenishment and low freedom of travel, which limits the competitiveness of pure electric vehicles in the mid-to-high-end household market, and is also destined to be the most suitable car use scenario for short-distance travel
Written at the end: pure electric vehicles, which have been popular for so many years, have not been able to occupy the medium-sized car market, which also shows that pure electric vehicles have not been fully recognized by household consumers. (Text: Hulu Baby)