Editor's introduction: In the first half of the year, the sales of major domestic new energy vehicle companies have achieved varying degrees of growth, in addition to BYD's disconnection lead, ideal and Wenjie have become the first echelon of new energy vehicle companies, while Weilai and Zeekrypton lead the second echelon with monthly sales of 20,000 units. However, on the whole, the target completion rate of new energy vehicle companies is generally not high, only BYD is more than 40%, and the rest of the car companies are generally in the range of 30-40%.
BYD's sales are out of gear and leading
Since July 1, most domestic new energy vehicle companies have announced sales data for June 2024 and the first half of 2024. CRRC.com combed through the sales data and found that the sales of major new energy vehicle companies increased year-on-year, but the annual target completion rate of most brands was less than 40%. According to the industry's practice of "four up and six down", the completion rate of less than 40% in the first half of the year means that it will be much more difficult for new energy vehicle companies to achieve the annual target.
Specifically, BYD has no suspense in sales, relying on its Qin L and Seal 06 DM-i launched at the end of May, BYD has once again hit a new high in sales. In June, BYD sold 341,700 vehicles, a year-on-year increase of 34.7%; Judging from the data, after the Qin L and Seal 06 DM-i joined, the sales of the Qin family and the seal series have increased significantly. Among them, the Qin family sold 68,400 units in June, and the seal series sold 24,400 units.
In the first half of the year, BYD sold 1.61 million vehicles, a year-on-year increase of 28.46%, and the target completion rate was as high as 44.8%, making it one of the few new energy vehicle companies that completed the annual sales target of more than 40% in the first half of the year.
In addition to BYD's decisive lead, the ideal and question world with the "range extension password" is the first echelon of new energy brands, and it also surpasses GAC Aion, which was originally in the first echelon.
The competition between ideals and questions in the camp of new forces is still anxious. In the first quarter of this year, with the "residual heat" of the new M7, Wenjie surpassed the ideal and became the first sales volume of the new forces. But in the second quarter, the ideal in the new car L6 after the launch of the first quarter of the haze, in June, the ideal monthly sales reached 47,000 units, of which, the ideal L6 delivery has exceeded 20,000 units; at the same time, after the heat of the new M7 subsided, its growth slowed down until the large-scale delivery of the M9, in June, the sales of 42,000 units, but has been the ideal gap.
In the end, in the first half of the year, Ideal surpassed Wenjie by 181,000 units with a performance of 189,000 units, and once again regained the first place in sales of the new power camp. The ideal annual target has been adjusted to 560,000-640,000, compared with 600,000 units previously reported by the media; Based on this calculation, the annual target completion rate of the two is now 34% and 30% respectively, and they are facing greater growth pressure in the second half of the year.
The monthly sales of 20,000 yuan is the threshold of the second echelon
Judging from the statistics, the completion of the annual goals of major new energy vehicle companies in the first half of the year basically ranged from 30-40%, and it is worth mentioning that although they failed to complete the four-adult goal in the first half of the year, ZEEKR and NIO have approached this threshold. ZEEKR and NIO are both "dark horses" among new energy brands in the first half of this year, and their sales both exceeded 20,000 units in June, and they are also the leaders of the second echelon of the new energy camp.
According to the data, in the first half of the year, the sales volume of ZEEKR and NIO were 87,900 and 87,000 respectively, a year-on-year increase of 102% and 60.2%. Since entering the second quarter, under the condition of slowing down the growth rate of the pure electric market, NIO and ZEEKR, as pure electric brands, have still shown an explosive trend in sales. Both NIO and ZEEKR are targeting 230,000 units this year, which means that they have achieved 37.8% and 38.2% respectively.
On the one hand, NIO launched the 2024 model this year, completed the product line switch, and enhanced its product strength, on the other hand, the BaaS strategy and price adjustment have also brought new users to NIO; And ZEEKR is thanks to the facelift 001 after the launch, sales continue to create new highs, including the competition with Xiaomi SU7, ZEEKR has also been diverted, providing a boost for the sales growth of ZEEKR.
Lin Jinwen, vice president of ZEEKR, also said at the 2024 first half delivery performance communication meeting: "In the second half of the year, two new cars will be launched, with stable monthly sales of 20,000+, and even 30,000 units, challenging China's high-end pure electric vehicles to deliver '30,000+' in the first single month, and we are confident to complete the annual target." Among them, the ZEEKR MIX, which is positioned as a mid-size MPV, is expected to be launched and delivered in September 2024.
In addition to Zeekr and Weilai, there are also brands that have crossed the scale of 20,000 monthly sales. In the first half of the year, Leapmotor sold 86,000 vehicles, a year-on-year increase of 94.8%, and also achieved the target of 34.4%; It is worth noting that the deep blue incubated by Changan Automobile, whose total sales in the first half of this year also reached a scale close to 80,000 units of ZEEKR, Weilai, and Leap, with 83,800 units, a year-on-year increase of 104.3%;
Aion and Nezha declined year-on-year
In the first half of the year, GAC Aion's cumulative sales were about 135,000 (35,000 in June, 100,000 in the first 5 months), and Nezha's cumulative sales were about 52,000 units, with sales falling by 35% and 13.9% year-on-year respectively, and the completion rate of the joint target was basically at the bottom, 16.8% and 17.9% respectively.
GAC Aion's original plan was to achieve annual sales of 800,000 units this year, while Nezha Automobile plans to achieve annual sales of 300,000 units this year.
After GAC Aion focused on the Haobo brand, the product line of the main brand Aion has not been significantly updated. In the context of increasingly fierce market competition, Aion's main model product power has declined, resulting in a sharp decline in sales since the beginning of this year; Nezha Automobile has also encountered resistance to sales growth in the context of the stall of low-end car growth and the failure of the upward attack. At present, Nezha Automobile is pinning its hopes on Nezha's performance and intends to turn over. On June 28, Nezha L's pure electric vehicle has been launched, and according to the official caliber, Nezha L has previously received more than 30,000 orders.
In the face of sluggish sales, GAC Aion also put hope in the second half of the year, CRRC learned from GAC Aion that the second half of the year will enter the period of intensive product launch. GAC Aion said that it will enter a new round of rapid growth, with three new cars to be launched in the second half of the year, and a new car will be launched every two months to fill some gaps in the current market. Among them, the second-generation AION V is expected to be launched in July.
In addition to GAC Aion and Nezha, as well as Xpeng and Zhiji, although they have achieved year-on-year growth, their performance this year is still not satisfactory - the annual target completion rate of the four car companies is less than 20%, and the brands above the second half of the year will face huge growth pressure.
Xpeng Motors' sales growth has encountered a bottleneck, and it has never been able to break through the scale of 10,000 units, with sales of 52,000 units in the first half of the year, only 18.5% of the target; The launch of the new car Xpeng X9 has brought a wave of heat to it, but the MPV market in which the Xpeng X9 is located is niche, and it is difficult to provide a larger increment for Xpeng. Its hopes are pinned on the new MONA M03, which will be officially unveiled on July 3 and launched and delivered in the third quarter. Previously, He Xiaopeng, chairman of Xpeng Motors, had said that he hoped that the car would be profitable and that annual sales would reach 100,000 units.
In terms of Zhiji, the new car Zhiji LS6, which was launched last year, has rapidly entered a downhill trend since the beginning of this year, with the increase of competitors and the fading popularity of Zhiji LS6. The new car that Zhiji relayed this year is the Zhiji L6, and the current sales are still climbing, and it has not yet reached the height of the previous Zhiji LS6. In the first half of this year, Zhiji sold a total of 23,000 units, achieving only 19.1% of the annual target of "120,000-130,000 units".