New energy is eating up the market share of traditional fuel vehicles at a rapid speed.
According to data from the China Passenger Car Association in early July, the wholesale volume of new energy manufacturers in June was estimated to be 970,000 units, a year-on-year increase of about 28%, and a month-on-month increase of about 8%.
Among them, the month-on-month data is very important, reflecting the short-term consumption trend, 8% of the new energy wholesale volume growth, can reflect the user's recognition of new energy products, is climbing at a faster than expected rate.
Especially in the high-end new energy market, new and old consumption has undergone important changes.
According to the data released by manufacturers in June, the high-end new energy sector has eaten away at BBA's traditional fuel vehicles, and the top three companies are Ideal, Hongmeng Zhixing, and Weilai.
Sales were 47,700, 46,000 and 21,000, respectively.
In the past three months, the price of luxury cars in the traditional sense has collapsed at a noticeable rate, which is not unrelated to the rapid rise of Chinese brands, and the high-end camp of Chinese brands has also shifted significantly.
In the past, the top three new forces were NIO, Xiaopeng, and Ideal, but this industrial pattern has undergone significant changes with the change of demand and the landing of new technologies.
At present, the only high-end brands in the true sense are Ideal, Hongmeng Zhixing, and Weilai.
In fact, in terms of the terminal market, the recognition of Hongmeng Zhixing has exceeded the ideal, and it has begun to rapidly squeeze the inherent share of BBA.
Why? Two reasons.
First, luxury brands in the traditional sense cannot persuade user groups to continue to consume in the face of the replacement crowd, and the upgrading of power, design, size, and configuration is essentially a quantitative change, but it is currently an era of qualitative change, and quantitative change means that the attraction is not enough.
The BBA trade-in crowd itself has significantly reduced the degree of burn for the brand, so the user group of BBA has lost significantly in this era of electrification and intelligence.
Second, the new industrial structure has been perfected, and it has been determined that electric, intelligent and automated can indeed bring users a more convenient, more comfortable and easier car life.
This is a new sector established in addition to BBA consumption, so the share of the traditional luxury car market will inevitably be compressed.
Returning to the new energy sector, the core key to Hongmeng Zhixing's ability to catch up is to pinch the car replacement needs of high-end user groups.
They no longer simply have a demand for power and brand, but have higher standards for new ways of traveling.
The current industrial pattern is completely new, and more than 300,000 products must have the attributes of electrification, intelligent cockpit, and autonomous driving products.
In the first quarter of this year, the shipment of lidar, Huawei's 192-line semi-solid-state radar ranked first in the industry, and Hesai and Suteng Juchuang have been left behind.
With Huawei's 192-line LiDAR, there are also MDC radar chips, and a large number of users' data feedback, which are the core support points for building high-capability autonomous driving products.
At present, although there are many new energy vehicles with more than 300,000 yuan, the overall performance of the automation sector is not strong.
Therefore, taking a step back, there will be huge shocks in the high-end market after this year, with Chinese products rising violently, and the living environment of luxury brands in the traditional sense will continue to deteriorate.
While lowering pricing, sales will not be able to hold, and those Chinese brands that can provide a new sense of experience will inevitably invade a large part of the market share of traditional luxury brands after doing a good job in automation and intelligent cockpits.