Last year, Chang 'an let the first batch of Ben Ben E stars drive to Colombia; Chery, a big exporter, drove the Arrizo 5e into Brazil. SAIC Chase MAXUS exports its electric MPV to developed countries such as Canada and the United States.
The European market is particularly lively.
In May last year, BYD launched the Tang EV model in Norway, which has the highest penetration rate of new energy vehicles. This year, Hong Guang MINI EV appeared in the European market under the name of "Freze Nikrob EV"; Some time ago, Weilai also packaged a user service operation system and officially entered Norway. ......
However, although many brands come here to explore water, there are still few groundbreaking achievements.
According to the statistics of the General Administration of Customs, in 2020, the cumulative export of electric manned vehicles in China was only 222,900.
An industry veteran told us that 222,900 vehicles are still added with the data of two-wheeled vehicles and tricycles. The actual export volume of electric four-wheel passenger cars is only about 20,000, almost all of which are in Europe. "202 1 year, plus the volume of Tesla (Shanghai) exported to Europe, it is expected to exceed 65,438+10,000 vehicles." What is slightly embarrassing is that the European market does not seem to be as good as expected. Since the beginning of this year, the monthly sales of popular models such as Renault ZOE and Volkswagen ID.3 have halved. Therefore, some people say that the grand occasion of the European market in the past two years is a bit like China's 20 17, supported by subsidies.
This also makes people wonder whether it is necessary to continue the dream of independent brands and let pure electric vehicles go to sea. How should we continue?
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I have reserved a seat in advance.
In fact, the acceptance of electric vehicles in the European market is not much higher than that of consumers in China. For example, in April this year, the latest research by the British Automobile Association (AA) showed that 865,438+0% of drivers still thought that the price of electric vehicles was too high, and 56% of the respondents said that they were "unwilling" to give up traditional fuel vehicles. Like domestic consumers, they have three doubts about pure electric vehicles: first, the cruising range of electric vehicles is not as good as that of fuel vehicles after they are fully charged; Second, the charging time of electric vehicles is too long; Third, the charging infrastructure is not reliable enough.
However, although there are still many visible difficulties in the opening of the pure electric vehicle market, many institutions are still optimistic about the new energy market in Europe because Europe adheres to the policy of "stick+carrot". For example, Oliver Wyman, a multinational consulting company, predicted that the sales of new energy vehicles in Europe will account for 20% in 2030.
This optimism also pervades the mind of China Automobile Company. Although they can't fully open the market in the short term, they are all more willing to prepare for their future seats in advance.
SAIC is one of the most promising independent brands in the European market. They have publicly stated that it is expected that in 20021or 2022, three or four 50,000-level markets will be formed in Europe and other places. Last year, the sales volume of EZS electric products exported by SAIC MG to Europe was the highest in China's history, reaching 6,543,800+0.5 million.
Li, vice president of Changan Automobile in charge of international business, revealed that Changan set up a full-time team as early as three years ago to prepare to enter the European market. He added: "The whole overseas market actually has great potential, and our judgment logic is that the overseas market is twice that of China."
Focus on the European market also includes Aichi, which announced that it would export to Europe at the beginning of its establishment. The relevant person in charge told Automobile Production and Marketing Co., Ltd. that Aichi Automobile has landed in important European markets such as Belgium, Denmark and France in March 2002, and will further expand to the Nordic market, covering all countries such as Central Europe, Eastern Europe and Southern Europe.
Aichi said that Aichi's export volume in the first quarter has successfully exceeded 1000 vehicles, almost catching up with domestic sales in the first quarter. The importance of European market is self-evident.
Of course, one of the reasons why Aichi can start smoothly in Europe is that the new energy market in Europe is in a period of rapid rise (benefiting from policies). According to the data provided by Pacific Securities, the sales volume of new energy in eight European countries in the first quarter was 377,000 vehicles, a year-on-year increase of 100%. In March, the number of new energy passenger cars in eight European countries was190,000, a year-on-year increase of 170%. Another reason may be that smart devices such as Aichi's human-computer interaction system are more attractive to consumers than European models.
However, as more and more new energy products are exported or originated in Europe, the competition becomes increasingly fierce. In particular, we can see that popular models such as Renault ZOE and Volkswagen ID.3 have also suffered setbacks, and it is not easy for independent brands to gain a foothold in this tiny place in Europe.
Therefore, it is very important to choose the right path.
2
"Wisdom" brings Europe.
When dealing with the European market, China car companies present the spirit of contemporary China investment circle: the biggest fear of investment is not losing money, but missing it.
In order not to miss the opportunity, it seems that all car companies have long been ready to "get ahead of us".
For example, for Weilai landing in Norway, Weilai founder Li Bin said: "Europe will definitely lose money in the short term."
Changan Li also said: "After ten years of grinding a sword, overseas markets still have to work hard to embroider needles. The idea of completing the battle is unrealistic and will step on the pit. "
Of course, although we all cross the river by feeling the stones together, the products of each family are different. For example, Weilai lies in the blood-smashing service, and Hong Guang MINI is a cost-effective advantage that others can catch up with.
But apart from Wuling's attack on Europe, the development ideas of most car companies are very consistent. They believe that China's electric vehicles can capture Southeast Asia and other markets with the advantage of "cost performance", but the European market is obviously entering the acceleration period of high-quality vehicles, and independent brands should take the lead in high-value aspects such as intelligence when exporting.
Liu Lei, general manager of BAIC New Energy Division, said: "Countries that export small and micro electric vehicles are generally underdeveloped or countries with high traffic density and high environmental protection requirements, so we can see some OEMs including Wuling and BAIC New Energy. Some breakthroughs have been made in this regard. "
At the same time, he pointed out that China brand luxury smart pure electricity is likely to gain greater market share in Europe and other overseas markets. "This is closely related to demand, you can refer to Tesla."
The most obvious differentiation strategy is Great Wall Motor.
At the Delhi Auto Show in India last February, the Great Wall brought two pure electric vehicles, Euler R 1 and iiQ. At the 42nd International Auto Show held in Bangkok, Thailand in March this year, the Great Wall exhibited electric vehicles such as Euler Good Cat and Euler Black Cat. These micro-electric vehicles are likely to miss the European market, because it is a high-end brand WEY that Great Wall plans to use to enter the German market and the European Union market.
The relevant person in charge of Great Wall Motor told Automotive Sankei: "We have obvious cost-effective advantages in the field of small cars, and we will create more intelligent advantages in the field of medium and large cars."
three
Let's talk about it finally.
It is becoming increasingly clear that once Europe has a mass base, the brand height can basically hang 99% of its own brands.
The export road of domestic mobile phones is a typical mapping. Because in India, Southeast Asia and other markets, Xiaomi's mobile phone sales have been "neck and neck" with Apple. But it is not very smart in Europe, and its share is only about one-fifth of Samsung's for a long time. It was not until this year that Huawei was sanctioned and the development of mobile phone business was blocked that Xiaomi successfully replaced Huawei and took the third place in the European market.
It can be seen that the consumer demand in the European market is obviously concentrated in the middle and high-end, which means capturing the high-end market.
I want to be gratified that the number of car brands standing at the forefront of the European market has far exceeded the number of mobile phone brands of that year. What we can see is not indecision, but their young but decisive attitude of pushing the market spire.
As for who can become another Huawei and another Xiaomi in the future, it may not be so important at this stage.