Analysts said, "In 2020, new energy vehicles will be much more exciting than fuel vehicles."
I think so too. Tesla's "tiger going down the mountain" trend has enabled car companies to make more favorable measures under pressure and motivation. Those new car companies that have not experienced the "seven-year itch" won the skyrocketing in 2020 under double pressure. The data shows that in 2020, Tesla's global sales will increase by 36% against the trend, with nearly 500,000 transcripts. Musk's name is also the leader of the most car companies in our article. He seems to be everywhere, from industry to car models, from capital to market value, from fuel vehicle comparison to new energy vehicles, from smart cars to driverless cars, Tesla's name has left a deep impression on our minds. Colleagues sometimes say, "We have made hundreds of thousands of free advertisements for Tesla this year."
No way, the fiery Tesla is not only the recognized goal of the new energy vehicle market, but also the "enemy" of the fuel vehicle market. Behind the repeated price cuts of the domestic Model 3, in addition to Tesla's desire to quickly seize the position of the domestic new energy vehicle market, it also invisibly seized the market share of fuel vehicles at the same price. What can be done?
Even if Tesla Model S has many problems, even if the National Highway Traffic Safety Administration (NHTSA) announced on February 2 that Tesla will recall 65,438+034,900 Model S and Model X models in the US market; Even if foreign countries repeatedly broke out that Tesla Model 3 was really unmanned due to functional failure, it might as well prevent Chinese people from loving the Tesla brand. In 2020, the sales volume in China is close to 6.5438+0.4 million vehicles, accounting for nearly 30%. In Tesla's global sales, the China market contributed most of the increase. If there is an award, China market should undoubtedly be the "Best Contribution Award". On the way to realize the gift of Musk's personal assets and Tesla's total market value surge, China market is undoubtedly Tesla's blessed land. With the mass production of domestic Y-type, 202 1.
In the mini-car industry, I will spare no effort to recommend the small ant series of Chery New Energy to my friends around me, although the mini-car market will be successfully occupied by Wuling Hong Guang MINI EV, a magic car with a price of 38,800 yuan, in 2020. There is no doubt, however, that the birth and marketing of Wuling Hong Guang MINI EV has reappeared the current demand point of national car purchase from the perspective that car companies have never tried water. We must admit that in the face of preferential prices, especially under the guidance of the new energy vehicle policy, Wuling Hong Guang MINI EV has given more friends who are eager for cars a chance to stop hesitating. The possibility of this opportunity has been infinitely magnified. Wuling seized the conditions created by the state for car companies, so they succeeded, but I also believe that Wuling Hong Guang succeeded.
According to the latest sales data, MINI EV 2021June sold 36,762 vehicles, and the sales volume has exceeded 654.38+0.5 million vehicles since it was listed for half a year. 1.5 million vehicles, what is this concept? If this data can be applied for Guinness Book of Records, do you feel the horror of Wuling Hong Guang MINI EV?
In fact, since the delivery of 65,438+05,000 vehicles in the first month of listing, the sales of MINI EV have been climbing all the way. In 2020, the monthly sales of 65,438+05,000 vehicles exceeded 35,000 vehicles, leaving Tesla Model 3 behind. In addition, it was recently learned from overseas media that Latvian automobile manufacturer Dartz will introduce Wuling Hong Guang MINI EV into European production and sales. Interestingly, this car company specializes in manufacturing SUVs and military off-road vehicles. It is reported that the company has signed a cooperation agreement with China Import Automobile Trading Company, and will launch high-end models in the future to meet the needs of the rich in China. This cooperation with MINI EV has made this practical mini-car go abroad. People in European countries have always liked cars, so it is definitely highly accepted for models like MINI EV.
At present, the performance of Hong Guang MINI EV is not outstanding, and the cruising range is not far. It is reported that there will be a version with improved cruising range in the second half of the year, and the price will be raised accordingly. However, for Wuling Automobile, which is good at studying national conditions and national demand, the sales myth of Hong Guang MINI EV should continue for a long time. Make Hong Guang MINI EV into a high-quality model and do a good job in brand marketing. This car will also contribute a lot to the brand promotion of Wuling Automobile.
Chery new energy realizes the full increment of ant colony.
With the strength of Wuling Hong Guang, the mini-car market in 2020 will not be easy for car companies. Even Chery's eQ series, which has been ranked in the top three earlier, is obviously unsalable under the pressure of Wuling. Chery New Energy has handed over the report card of 43,000 vehicles in 2020, of which the cumulative sales volume of Chery eQ is 38,249 vehicles, which shows the importance of eQ series.
In September 2020, Chery New Energy launched a brand-new pure electric SUV "Big Ant", which is one of the most important models in Chery's new energy brand. The name "big ant" was strange to many netizens at first. After all, "Little Ant" has formed a certain circle in new energy vehicles. Whether the naming with too similar names will cause ambiguity to users and whether there will be overlap in brand marketing is all users' doubts.
However, the answer given by Chery New Energy is well-founded. They want to build an all-round "ant family" series by relying on "small ants". Of course, the big ant is the first SUV of the "ant" family. Since its listing in September last year, the current sales data of Big Ant is not too much. The reason is that it has encountered the problem of capacity climbing. In the latest data, the sales volume is only 84 1 vehicle. Perhaps some netizens will say that the sales volume of Big Ants does not support the standard of this brand promotion model, but in fact, this is also a major drawback of Chery New Energy and even Chery Automobile, and that is their marketing.
The word "stability" is simply the result of research, calibration and correction by the engineers behind it day after day. Stable endurance, stable car condition, stable car, stable braking and stable steering. What kind of specificity do new energy vehicles, especially mini-cars, need? In the eyes of users, perhaps the ant series is just a household scooter, which plays the role of a convenient car on crowded urban roads, but in the eyes of engineers, the ant series is their "child", and every change and upgrade of endurance is a brand-new breakthrough, which may not be brought by marketing, but can be perceived by Chery Technology.
I was chatting with Chery's new energy engineers before, and they kept asking me what I thought of their all-aluminum body technology. I am confused when I don't understand technology. However, judging from the site of the big ant conference in September, Chery New Energy still regards technology as the most important part of communication.
Based on all-aluminum body technology, Chery New Energy has launched two pure electric platforms, LFS and Life. Small ant comes from LFS pure electric platform, and it is also the first new energy pure electric vehicle with lightweight all-aluminum body by domestic independent brands. The carbon emission of 1 12kg CO2 per vehicle is realized. The energy consumption in the manufacturing process is 1 1.9 kg ce/ vehicle; The energy consumption of vehicles is 9.7 kWh/ 100km, and the big ants come from the platform of life. Adopting the world's first all-aluminum frame and cover composite material, the weight is reduced by 30% and the stiffness is increased by 20%, reaching 26,967 nm/. The material utilization rate reaches 96%, and the aluminum matrix recovery rate is 100%, which truly achieves low energy consumption. It is reported that the life of big ants with all-aluminum fuselage can be increased by 7% under the same power.
These wonderful data, how Chery new energy will be transformed into user language, tell young consumers that the stability of Chery technology is also a science. In my opinion, every car company has its own unique personality, and under the personality, they will certainly know their own user base. It is precisely because the current market is becoming younger and more fashionable that the market of "old drivers" is gradually replaced by young people. This era is both an opportunity and a dilemma, depending on how car companies choose and how they are laid out.
The small ants whose aerial production and sales exceeded10.5 million vehicles also ushered in the biggest enemy in 2020, but it is reported that the small ants will be completely redesigned in March and April to improve their endurance and configuration; By the third quarter of 20021,there will be a new look. For this model, many media have deep feelings like me, and because of the little ant, I changed my view on the miniature pure electric vehicle. For the big ants, after improving the climbing ability, the big ants will also usher in configuration changes in the third quarter, and there will be changes in appearance+four-wheel drive in the fourth quarter. Whether this brand-oriented model can complete the market use given by Chery New Energy and how Chery New Energy will advance in 20021year will have a brand-new story.
The total annual sales volume was 60,033 vehicles, a year-on-year increase of 43%; In the first month of listing, AION V sales advanced into the top three of pure electric vehicle sales and continued to lead the domestic A+ intelligent pure electric SUV market; Eternal Tower ranks first in the sales volume of high-end smart car brands in China, and advances into the top ten in the list of high-end cars of China brands. This is the report card handed over by GAC Aian in 2020. This car company, which has never concealed its excellence, is eager to build its own new energy car kingdom from the day its brand became independent. Those confident words and behaviors can really infect too many people.
On the evening of February 1, GAC Aian eagerly released the latest report card. According to the data, in February of 20021year, GAC Aian * * * sold 7356 new cars, up by 145% year-on-year, a record high in the same period. At present, there are four models on sale, namely AION LX, AION V, AION S and GE3 530, which are divided into compact cars, small SUVs, compact SUVs and medium-sized SUVs. As the main sales force, AION S leads the market in sales.
Now I think of a sentence that General Manager Xiao Yong once said, "Our goal is the top three, and we can definitely do it." At that time, the expression on his face was really charming. At that time, there may be many media who think that GAC Aian is too confident. After all, no one can really predict the changes in the market. Only sales volume is a sign of whether the market will continue. Under this logo, GAC Aian is not a low-key car company.
Every time I go to Guangzhou on business, I take a taxi at the airport. Every time I get on the bus, I can't help but ask the master, "What about this car? Is it easy to open? "
"Not bad, the battery life is very stable."
"Then what do you think is insufficient? Design, interior, charging, etc ... "
Every time such consultation, the master thought I was an engineer of Guangzhou Automobile Research Institute. In every inquiry, I can feel the likes and dislikes of ordinary users on GAC Aian models, which is the driving force for car companies to improve their vehicles. But in fact, every consultation, the problem is always changing, and battery life and in-vehicle system are the most concerned issues for users, especially battery life.
For users who walk out of the offline B-end, of course, the higher the battery life, the better. In their cognition, charging 1-2 times a day is a waste. After all, it takes 30 minutes every time. At this time, they can make money, but they must charge to avoid power failure on the road. This kind of panic is accompanied by their work almost every time, but in fact, for office workers, a car with a battery life of 400km has met their needs.
In some sales of AION S, large orders account for a certain proportion. However, under large orders, the frequency of car use will also cause different degrees of "trouble" to pure electric vehicles, which we call different degrees of loss. For pure electric vehicles, there are not many effective solutions at present, but in other words, the more users participate in long-distance use, the more conducive to early detection of problems and timely correction, which is conducive to the development of pure electric vehicles.
Guangzhou Automobile Aian aims to create intelligent and networked high-tech high-end products. Under this main tone, Aian needs more voices to optimize itself more comprehensively, so I say that the new energy market atmosphere in Guangzhou Automobile Region is conducive to the growth of Aian in Guangzhou Automobile. This car company that writes its ambitions on its face has never been stingy with its own advantages and is confident to make itself stronger. With the birth of another model, AION Y, the Aian family model of GAC is becoming more and more full. If AION Y, which is closer to young users, can occupy the market with the advantage of cost performance, then the compact model market will come again.
The ups and downs of new power automobile company
It seems that netizens are more concerned about the trends of new energy car companies than the sales of traditional new energy car companies. After all, there are too many people who eat melons. However, after the ups and downs of 20 19, the new forces are moving forward more steadily, which is certain. Whether Weilai or Tucki, they not only have their own car powder, but also have fun in the capital market.
Recently, the monthly sales data of several new car companies/kloc-0 have been released one after another, and unexpected good, unexpected decline, ups and downs are considered as the market.
On June 202 1, Weilai delivered a total of 7,225 new cars, up 352. 1% year-on-year, reaching a record high for the sixth consecutive month. 7,225 Weilai vehicles are really awesome, with 65,438+0,660 vehicles delivered by ES8, 2,720 vehicles delivered by Weilai ES6 and 2,845 vehicles delivered by EC6.
According to the sales data released by Xpeng Automobile, the total delivery volume of 5438+ 10 in June was 60 15, up 470% year-on-year, and doubled for seven consecutive months. It doubled year-on-year for seven consecutive months and achieved the best delivery results in history for the third consecutive month. Among them, the monthly delivery volume of Tucki P7 reached a record high, reaching 37 10, with a cumulative delivery of 18772, and the monthly delivery volume of Tucki g 3 was 2305, up by 1 18% year-on-year. The NGP production version of Tucki P7 has made great contributions, and intelligence has penetrated into the blood of Xpeng Motors, but in terms of models,
More importantly, the current usage data of NGP in Xpeng Motors is quite gratifying. From the official opening of XPILOT 3.0 autopilot assistance system NGP autopilot (beta version) to 3 1 on June 65438+6, the total mileage of users using this function is 166668km, which is given by Xpeng Motors.
On Li's side, the sales volume in June 5438+ 10 declined, with a cumulative sales volume of 5,379 vehicles, which was lower than that in last month's 6 126 vehicles, making it the only car company among the three car companies with a month-on-month sales decline in June 5438+ 10. However, I think so. At present, there is only ONE Li One on sale in Li. With the gradual delivery of Tesla Model Y, Li ONE's Tesla Model Y is getting closer and closer, and direct competition will further weaken Li ONE's advantages.
Let's take a look at the new car company of the second echelon. In 2020, the cumulative automobile sales in Nezha exceeded 1.5 million, up by 5 1% year-on-year. Its monthly sales also exceeded 3,000 vehicles. During the period of 65438+ 10 this year, the automobile sales volume in Nezha was 2 195, an increase of 1 19.3% year-on-year, which ushered in a good start for 2002/kloc-0. In addition, Nezha Auto is also accelerating the nationwide channel layout. Up to now, direct stores have spread all over the country 13 cities. Since the electrification service in Nezha was launched in September 2020, Nezha Automobile has launched 60 intelligent fast charging stations and 12 10 fast charging piles to provide convenient electrification service for Nezha car owners. It is reported that Nezha Auto will also launch a battery replacement version this year, which is as close to the market demand as possible.
Zhang Yong, co-founder and CEO of Nezha Automobile, said: "In 2020, the automobile industry will face severe challenges. In this social environment, Nezha Automobile has made rapid development breakthroughs in the fields of products, technology and marketing through slow and steady progress. According to the latest plan of Nezha Automobile, in 20021year, Nezha Automobile will launch the annual modified models of Nezha V and Nezha U, and will also release the production version of the concept car Eureka 03. The Eureka 03 production car will also be officially unveiled at this year's Shanghai Auto Show. At present, Nezha Auto has completed the 2 billion yuan Series C financing, and plans to IPO on the Science and Technology Innovation Board on 20021.
Another relatively low-key car company, Zero Run, also has a lot to watch in 2020. One of them is its financing situation. Recently, Zero Run Auto announced the B round of financing, with a financing amount of 4.3 billion yuan, which exceeded 10 billion yuan. This B round of financing will support Zero Run's investment in product research and development, channel layout and brand promotion. In the B round, Zero Run has signed a strategic cooperation agreement with Hefei, and the Hefei government investment platform has also participated in the B round financing of Zero Run Technology. The two sides plan to carry out more cooperation in the future. Zero-run car has also become the second new force car enterprise to settle in Hefei after Weilai car. With the help of the policy, the power behind the zero-running car is relatively stable, which is indeed the help of its listing.
Up to now, the cumulative sales of zero-running cars in 2020 are 1 1, 39 1, and the monthly sales in 65438+February in 2020 exceeded 3000. Among them, the retail T03 launched in May 2020 has a total sales volume of 10266 vehicles in 2020. In fact, many users were not optimistic about zero sports cars before. The reason is that S0 1, the first model of the zero-run car, is relatively immature in design and driving experience. In addition, it is a coupe-style car and has always been a niche car in the market. Not as likable as Weilai ES6, ES8, Li one or G3, so it has always been at a disadvantage in sales and word of mouth.
However, with the listing of T03, the zero sports car has regained some market reputation, especially with the appearance of C 1 1, and we can feel the feeling of zero sports car gambling with the market. Although the mass production time of C 1 1 is scheduled for the fourth quarter, it is extremely cost-effective due to the appearance and configuration of the model. Since the pre-sale began on June 1, the number of pre-sale orders in the first month was 3,388, accounting for 60.6% of the total order volume, and the data has been on the rise.
This is also a major reason why zero sports cars can be financed by Hefei. On the other hand, in product research and development, zero-run cars have always been at the forefront of the new force car industry, which is also attributed to the influence of the parent company Dahua. Independent research and development is not only the embodiment of the core strength of new car enterprises, but also one of the most important components of the capital market. By the end of 2020, Zero Run has obtained and declared 4 patents1* *1004, including 458 invention patents. It is reported that after completing the Pre-IPO, Zero Run will land on the Science and Technology Innovation Board at the end of 20021or in 2022.
Finally, talk about Weimar, which should be the fastest listed car company in the second echelon of new force car companies. 65438+1On October 30th, Shanghai Supervision Bureau of China Securities Regulatory Commission announced that Weimar Smart Travel Technology (Shanghai) Co., Ltd. (hereinafter referred to as "Weimar") has the conditions for counseling acceptance and listing in science and technology innovation board. This means that Weimar Automobile has completed listing counseling, and the Shanghai Stock Exchange will soon accept its application materials. Weimar automobile will also become the first new force automobile enterprise to log on to the science and technology innovation board.
However, the current problems of Weimar Automobile are also very obvious. There are three models of * * *, and the main products are Weimar EX5, EX6 and EX5 Pro versions. In fact, from the name naming, we can feel that the continuation of this family model focuses on high cost performance. EX5 focuses on the mid-level car market of RMB 654.38+0.5 million -0.25 million. 2065,438+06,683 vehicles won the "New Power Single Vehicle Sales Champion". However, there are not many bright spots in the model, so it is difficult to get out of the circle with relatively single characteristics. Once other car companies have better products of the same level than Weimar, they will soon be pulled down the sales list; The second EX6 focuses on the high-end market. Based on STD platform, the 6-seat EX6 series model EX6 Plus was launched, starting from 280,000 yuan after the subsidy, but the sales performance has been flat since the listing. The current sales data show that only 259 vehicles were sold in June 2008+last year1October, and the subsequent data can't be found accurately, but we can feel that this model, which focuses on the high-end market, has not been successful. The reason is still the same, homogenization, lack of bright spots, and product strength without differentiation is difficult to circle.
Unlike Weilai, Ideality and Tucki, Weimar Automobile is relatively traditional at present, which may be directly related to the leadership from traditional automobile enterprises. However, the timeliness of Internet car-making and the user's thinking make Weimar lack brand image cognition in the process of transformation. Therefore, in fact, Weimar's current reputation in the market will be less than that of the second echelon car companies.
Of course, this is also a common problem of the second echelon car companies. Only by focusing on users' thinking, combining with diversified markets and creating their own uniqueness can we successfully get out of the current automobile market, which is better for Weilai and Tucki. I wonder if the current marketing method of Weimar Science and Technology Innovation Board will change with the listing. If we follow the old method, the sales will not be very good.
Finally, the car company survived the difficult year of 2020. Although no one wants to be labeled as "worst", I think "worst" or "very good" are all definitions given by others and have nothing to do with themselves. As a car company, or even a car company trying to change the car culture pattern in China, it must be forward-looking. When the automobile industry is changing, how to find its own existence value is too important.
Since you have decided to be the "pioneer" of this era, please serve the present well.
Text/Yamazaki