A few days ago, a hot topic on the social platform # can only drive the BBA if you don't work hard, causing a heated discussion in the automobile industry, and the reason why it can resonate is that the current price of domestic cars is becoming more and more difficult for ordinary consumers to accept. Some netizens said, "in the past, I had no money to buy domestic products, but now I have no money to buy domestic products! I had no money to buy BBA before, but now I have no money to buy BBA!"
On the one hand is the continuation of the price war in the electric car market, and on the other is the intensive release of high-price electric vehicles.
In the last two weeks of December 2023, domestic electric vehicles such as the Lailai ET9, M9 and Xiaomi SU7 have been released one after another. these electric vehicles are extremely expensive, including the pre-sale of 800000 yuan for the new Lai ET9 and the official price of 469800-569800 yuan for the M9. Even Xiaomi SU7, previously known as "the first car for young people", is about to fail. At the press conference, Lei Jun, chairman of Xiaomi Group, publicly said, "Don't say 99000, 149000 is impossible, but this kind of performance and configuration is more than 400000 yuan." this has directly dispelled consumers' expectations for the low price of Xiaomi SU7, while conservatively estimated that the starting price of Xiaomi SU7 will be more than 300000 yuan, because it is estimated according to the formula that battery cost accounts for half of the vehicle cost. The manufacturing cost of Xiaomi car may exceed 200000 yuan.
Of course, as Lei Jun said, there is a reason why it is expensive. The product experience of 300, 000 or 400, 000 domestic electric cars is almost comparable to that of the current mainstream BBA models, but most consumers can jump out from brand recognition. Consumers who buy BBA models pay more attention to identity, while consumers who buy 300, 000 or 400, 000 yuan electric cars pay more attention to product configuration, experience and corporate culture.
Why do domestic electric cars become more and more expensive? In fact, this is also a helpless move in China's auto market!
Before 2022, most of the market share of Chinese cars was occupied by joint venture brands. German brands dominated by Volkswagen, Mercedes-Benz, BMW and Audi and Japanese brands dominated by Toyota, Nissan and Honda accounted for nearly 45% of the Chinese market. FAW-Volkswagen has become the best-selling passenger car manufacturer in the Chinese market for many years in a row. Starting from 2022, with BYD taking the lead in announcing the suspension of fuel vehicles, it began to erode the market share of traditional joint ventures and eventually became the first passenger car company in 2022, ending the 20-year situation in which China's auto market was dominated by joint venture brands.
After entering 2023, independent brands continue to squeeze the market position of traditional joint venture brands through price war, on the other hand, they erode the market share of traditional luxury brands by launching high-end models. Of course, any brand development path is easy from top to bottom, but difficult from bottom to top. Take the ideal car as an example, after the ideal L8 and L7 have sold tens of thousands of cars in September, the L8 and L7 can easily reach ten thousand monthly sales. the ideal L6 with a price of more than 300000 yuan has already predicted the popular style even before it is on the market, while the ideal MEGA priced at 600000 yuan is full of uncertainties. Therefore, we can see that although domestic cars are becoming more and more expensive, most brands want to surpass BBA is a long-term development route, more importantly, the breaking of brand awareness.
It is expensive now in order to sell cheaply in the future. This explanation is not complicated, and the top-down layout is also the development route of many car companies, whether Tesla or Weilai. Take Xiaomi car as an example, its first model, SU7, is expected to sell from 300000 yuan. As a medium and large car, as a "7" generation model, we do not rule out the introduction of medium-sized cars and "5" and "3" generation products in the future. These models are expected to achieve the goal of low price by reducing product configuration.
The introduction of high-price car companies is also the only way for the development of enterprises. If a car company wants to attract attention, it must go to the high-end market. under the background of price war, medium-and low-end models may be more favored by the market, but enterprises' sales of middle-and low-end models are basically in a state of "losing money and shouting". Corporate image can not be improved, which is the reason why more and more car companies continue to launch high-end brands.
Going back to the topic of this article, "you can only drive a BBA if you don't work hard" also has a taste of market anxiety, because there are many low-priced electric cars in the market. BYD Qin PLUS, Guangzhou Automobile AION Y, Geely Galaxy L6, Changan Deep Blue SL07, and the joint venture Volkswagen ID series are all sold for less than 200000 yuan, which are obviously more in line with the needs of the asset class of existing Chinese consumers.
However, for many Chinese car companies, high-end brands and high-end enterprises are the only way to get rid of overseas brands dominating the Chinese market. so it seems to be more like a target for Porsche, Rolls-Royce and Maybach, more like a challenge. Think about it carefully, why do you have to increase the price of 200,000 to 300,000 overseas MPV by hundreds of thousands before you can buy them? why can overseas brands be so expensive, but not Chinese brands?
Welcome to subscribe to the WeChat public account "Automotive Industry Focus" to get the first-hand insider information on the automotive industry and talk about things in the automotive circle. Welcome to break the news! WeChat ID autoWechat
On March 2, Chery Holdings Group (hereinafter referred to as "Chery Group") released the latest monthly sales figures. According to the data, Chery Group sold 143155 vehicles in February 2024, an increase of 37.8% over the same period last year. The cumulative sales volume from January to February was 348019, up 69.5% from a year earlier. Chery Holdings
Recently, affected by the previous illegal incidents such as data fraud, the sales of Dafa cars decreased significantly in February. Data show that Daihatsu sold just over 9000 vehicles in Japan in February, down 82 per cent from the same period last year. Relevant data show that Daihatsu earlier made small-engine cars in Japan.
On the evening of March 1, Xiaopeng's official Weibo post responded to the "Xiaopeng P7 Suzhou accident". Xiaopeng Automobile said: "at 07:52 on February 29, 2024, a Xiaopeng P7 traffic accident occurred in Wujiang District, Suzhou City, Jiangsu Province. We express great pain for the casualties caused by the accident."
On March 2, Changan Automobile issued an official statement to clarify the incident of "spontaneous combustion as soon as the vehicle left the 4S store". Changan Automobile said in a statement that Changan Automobile was concerned that some online media forwarded videos of Changan users and made false reports under the title of "spontaneous combustion" and "just out of 4S store." Now, according to the circumstances of the incident,
According to the national enterprise credit information publicity system, industrial and commercial changes have taken place in Dongfeng Motor Co., Ltd., Zhu Yanfeng stepped down as legal representative and chairman, and Yang Qing took over. At the same time, a number of managers of the company also changed. According to the data, Dongfeng Motor Co., Ltd. was established in May 2003 with a registered capital of 16.
Tesla plans to resume two shifts at the Shanghai factory from May 16 to try to restore factory capacity to pre-outbreak levels, Reuters reported today. It is understood that the news came from Reuters seeing the contents of an internal memo of Tesla. Tesla hopes to restore the two shifts.
On February 10, the State Administration of Market Supervision and Administration announced that Mercedes-Benz and Audi, two major luxury brands, launched a recall in China. According to the announcement, Mercedes-Benz (China) Automobile sales Co., Ltd. and Beijing Mercedes-Benz Automobile Co., Ltd. according to the regulations on the Administration of defective Automobile products recall and defects
On July 22nd, Volkswagen sources revealed that Volkswagen was revamping its European Zwickau plant in preparation for a plan to produce 330000 pure electric cars a year, making Volkswagen the first car company in Europe to revamp its existing plant. At present, the Zwickau plant mainly produces the bodies of Golf, Bentley Bentayga and Lamborghini Urus, with a total production capacity of 250000 vehicles per year. After this transformation, the Zwickau plant will begin to produce pure electric vehicles, supplying Volkswagen with 330000 pure electric vehicles a year from 2021. As early as before, the global auto industry is facing.
Recently, a video of a parking lot full of luxury cars in Bagua Tianyi, Hangzhou, Zhejiang Province has sparked a heated discussion on the Internet and is regarded as a "graveyard" of luxury cars. It is not difficult to see from the video that this is a dilapidated parking lot. There are a large number of luxury cars parked in the parking lot, and the luxury car brands are also very different. There are familiar brands such as Corvette, Porsche, Bentley, Maserati, Rolls-Royce and so on. The price is as little as millions or tens of millions. The bodies of these luxury cars are full of stains, no longer the scenery of the past, and the parking area is also covered with weeds. These luxury cars are left here "unclaimed". According to professionals, the quality of these luxury cars is still.