The 79,800 BYD makes the bigwigs of domestic car companies tear each other apart!

Dark Horse Commune

2024-06-14 16:35Posted on the official account of Sichuan Black Horse Commune

Earlier this year, BYD took out a 7.98W Qin PLUS Glory Edition, throwing a bomb to the market, and then a series of 9.98W directly knocked down the price of domestic cars.

Especially at the Chongqing Auto Forum last weekend, the undercurrent of wind and clouds was directly put on the table.

Tsk, that cart of melons, I don't know if you have eaten it?

Domestic car "too roll"?

One thing to say, I just know that it is not a new thing for the car company bosses to tear up online in person, but I never expected that you would all face to face offline, and the smell of gunpowder is still so strong.

For example, Geely Li Shufu came to the front foot: "A simple and crude price war, the result is cutting corners, counterfeiting and selling fakes." Vice President Yang Xueliang immediately gave the boss a bully: "The competition between automobile companies should not only be limited to price wars, but should more widely cover multiple dimensions such as technology, quality, brand and service quality." ”

The words imply that BYD's 7.98 and 9.98 are not slippery this year, and Qin L and Seal 06 are still hot, don't go too far!

BYD's first public relations brother Li Yunfei took a look, is it so fun? In the forum session, when I picked a Xueliang to sit on the side, I came to the sentence:

"I think the company still has to do what it can, someone has played the cards, you think you can follow it, you can't follow it, don't be angry, don't turn the table, and the next game."

I feel that Mr. Xueliang next to him is about to "beat" people in the next second. (Covering his face.jpg)

Don't be scared! Don't be scared! You can't kill people like this! （bushi）

In addition, some time ago, Yu Dazui said that his smart car "is not good at rolling the price, but is still good at rolling the value", and the topic of "value war" in this forum is really a comprehensive upgrade.

Zeng Qinghong, the boss of GAC, also directly said: The domestic market has been over-involuted, and it is not normal to make no money.

Yunfei always responded on the spot: "In the first two years, the price of battery raw materials has risen, and everyone has raised the price, so what has the price of battery materials fallen in the past two years, should we also lower the price, don't fool consumers, be kind to consumers." ”

Subsequently, the vice president of Chery also stood up and said: It is impossible not to fight a price war, and the rapid development of Chinese brands makes price wars inevitable.

In fact, the car companies that dare to stand up and express their stance can be regarded as "rolling" well. For example, Chery, all models are global models, which means that special road conditions and weather around the world can be handled, and there is also a lifetime warranty for the whole car. (Dark Horse: Trouble rolls in this direction, like, love to watch)

EV market share Source: China Association of Automobile Manufacturers

However, from another point of view, it is also because of the "involution" that China's automotive industry can jump several levels in a row:

For example, the share of the domestic market for domestic cars has been maintained at about 30% for up to ten years, but since 2021, this data has begun to soar, and by May this year, the market share once exceeded 60%.

This also leads to the fact that any car company that can make a name for itself in China is basically a dimensionality reduction blow when it goes abroad, not to mention the joint venture car companies and "foreign monks", which are basically lying flat.

Honda Toyota went to talk to GAC Zeng and poured bitter water, "Is your new energy penetration rate running too fast, and the progress is 10 years ahead." ”

Tesla, a pure electric foreign company, is even more full of lawsuits.

Tesla "withered"

A few days ago, Dark Horse saw a news report from foreign media, saying that Tesla had a backlog of 46,500 vehicles in the first quarter of this year.

As you can see from the satellite images, the parking lot that Tesla uses to store its inventory is almost full.

The explanation given by Tesla is that there is a mismatch between production and orders.

That being said, but since the beginning of this year, Tesla has been full of negative news, such as declining sales, overcapacity, and layoffs...... One by one.

Although part of the reason is that the European and American markets are saturated, and Tesla can't sell in the base camp, but more importantly, domestic cars have really had a great impact on Tesla:

For example, according to media reports, a large number of Tesla employees have swiped orders this year, and some of them swipe 5,000 yuan a month, which can be called "loan to work", in fact, because the market competition pressure is too great;

In the first two years, Tesla's KPI was 7-8 units a week, and a lot of sales could be done, because at that time, Tesla basically didn't have a few competing products, and consumers could basically make a decision after seeing the car;

But in the past two years, consumers have more choices, and after coming to Tesla, they will go to Wei Xiaoli BYD next door to take a turn, and in the end, no one can say accurately.

As a result, the market competition is fierce, the sales pressure is high, and the "product line that has not been updated for hundreds of years" is not competitive, and Tesla's sales have begun to decline.

Where is the "volume" of domestic cars?

But, but here it is.

Although it is downhill, the emaciated camel is bigger than the horse, although Tesla has a backlog of 46,500 vehicles in the first quarter, but the sales volume is as high as 386,800, what is the concept?

That is to say, even if you only look at sales in China, Tesla is only second only to BYD, and it is still firmly on the top of other car companies;

From the perspective of a single model, Tesla is able to beat the best-selling models such as BYD Song, Qin Plus, and Seagull with only one Model Y, and ranks first quarter sales champion of global new energy vehicles with 263,700 units.

No one can deny how much the data has declined compared to last year, even if this year's domestic cars have been pushed new and reduced in price, and the price war has been fought back and forth, but in fact, it has not shaken the basic plate of others.

In fact, this is also very understandable, although domestic car companies now have all-round players like BYD who grasp the supply chain, and there are also "partial science" players like Huawei who focus on car wit and intelligent driving, under the cooperation and competition with each other, everyone's cost, quality, and service are becoming more and more competitive.

But Tesla's advantage is the industry awareness and brand value accumulated from the beginning of the development of the industry, in the vernacular, if you put a Tesla and a domestic pure electric car in front of you now, the price of the two is exactly the same, and the configuration on paper is comparable, so that you can choose from it, there is a high probability that most friends will still choose Tesla.

Maybe it's to install X, or maybe they have the impression that the best electric car is Tesla.

What brings this recognition is the value of the product and the brand influence, which is exactly what domestic car companies lack.

Therefore, like Geely and GAC, they mentioned that a simple and crude price war may bring about cutting corners, counterfeiting and disorderly competition. The fact that a company does not aim to make a profit does violate the laws of the market, and the "greatest luxury" of the car may be just a joke in the end, so what value and influence are there to talk about?

However, if you can really achieve full-link production like BYD, not only do business in the retail car market, but also do business at the supply chain end of car companies, this cost may not be a problem at all, the car may be lost, but the raw materials are still earned.

The strength of the people is there, and the price drops no matter how low it is, and consumers take a look: "Oh, BYD's, that's fine." ”

Therefore, the price of the volume, in fact, is not only the price, but also the market share, supply chain support, and technical strength to take the lead, so who dares to wrestle with these bigwigs?

Dark Horse thinks that everyone should not "raise Gu" behind closed doors in China, look at Toyota, to make money in the global market, and the net profit is more than twice that of the 12 profitable listed car companies in China combined......

Let's engage in production capacity and supply chain, the future of domestic new energy vehicles, or go outside to see the future.

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