Looking at the global new energy vehicle market in 2019, Tesla is king, independent car companies account for half of the market, and the rise of Volkswagen and BMW... fully illustrates the future development trend of the new energy vehicle field: product is king. The effect will be more obvious, competition between Chinese and foreign car companies will become more intense, and high-endization will become more and more obvious.
Text/Crayon New Photo/Source Network
A few days ago, the 2019 global new energy vehicle market sales data report card was officially released. Although the growth rate did not meet previous expectations, Tesla La surpassed BYD by a large margin to win the annual sales championship. The real threat to traditional car companies has arrived.
Data show that in 2019, the global sales of new energy vehicles were approximately 2.21 million, a year-on-year increase of 10%; at the same time, the global market share of new energy vehicles also increased from the previous 2.1% to 2.5%, which is equivalent to Last year, one out of every 40 cars sold globally was a new energy vehicle.
Judging from the ranking of car companies, the sales of new energy vehicles of the top five car companies have all exceeded 100,000 units. Among them, Tesla is the best, with sales of 367,820 units in 2019, surpassing BYD by nearly 14 Winning the championship with a lead of 10,000 vehicles. Tesla's comeback victory also means that BYD misses the "five consecutive championships" in the global new energy market.
BAIC New Energy and SAIC ranked third and fourth with 160,251 and 137,666 vehicles respectively; BMW Group, Volkswagen Group, and Hyundai saw significant growth in new energy vehicle sales in 2019, with BMW*** 128,883 vehicles were sold and entered the top five of the manufacturer rankings. Volkswagen and Hyundai rose to 6th and 9th respectively; Geely Automobile became the fourth Chinese car company to enter the top ten of the manufacturer rankings, ranking Eighth place.
Nissan and Toyota ranked seventh and tenth. In addition to the top ten manufacturers mentioned above, ten car companies including Kia, Mitsubishi, Renault, Chery, GAC New Energy, Volvo, Great Wall, Dongfeng, Changan, and JAC also achieved good sales and entered the global new energy sales ranking list. of the top twenty. Half of the top twenty car companies are Chinese car companies, which reflects the hugeness of China's new energy market.
So in 2019, global new energy vehicle sales increased by 10%, Tesla became king, and independent car companies accounted for half of the country. What trends are hidden behind the rise of Volkswagen, BMW, and Hyundai? Let’s take a closer look below.
Trend 1: The product is king effect is more obvious
Behind the 2019 global new energy vehicle market sales data, one of the trends reflected is that the product is king effect in new energy vehicles in the future The performance in the market will be more obvious.
Judging from the sales ranking of a single model, Tesla Model 3 dominates the list with an absolute advantage, with sales exceeding 300,000 units. The sales volume of a single model alone surpasses the second-ranked Tesla Model 3. The total annual sales volume of all new energy models owned by BYD.
As Tesla’s cheapest model so far, Model 3 is increasingly recognized by consumers around the world for its excellent cruising range, interactive experience, and excellent power. Sales in 2019 are increasing as production capacity increases. later reached a new high.
On the other hand, BYD, which has ranked first in global new energy vehicle sales for four consecutive years, suffered a serious decline in sales in the second half of the year due to the sharp decline in my country's new energy vehicle subsidy policy in the second half of last year. The cumulative sales volume of all its new energy models in 2019 was 229,506 units, which was not only far from the sales target of 400,000 units set at the beginning of the year, but also only 2,000 units more than the sales volume of 227,152 units in 2018.
BAIC New Energy’s EU series became the second best-selling electric vehicle in the world last year. In December last year, 21,963 units were sold, setting a new sales record. For the first time, monthly sales exceeded The 20,000 vehicle mark. Although the EU series sold 111,047 units throughout the year due to its good cost performance, there is still a big gap compared with the Tesla Model 3.
It is worth noting that the domestic Model 3 produced by Tesla's Shanghai Gigafactory has been officially delivered in January this year, and the price has further dropped to less than 300,000 yuan, and the product's cost performance has further improved. Domestic popularity is at an all-time high.
In addition, Tesla also previously announced that it has reached cooperation with South Korea's LG Chem and China's CATL to provide batteries for its Chinese-made electric vehicles. In this way, after its batteries are fully supplied, the price of domestically produced vehicles is expected to drop again, and product strength will be further improved.
It can be seen that in the future new energy vehicle market, the sales competition between car companies will return to the product itself. Under the influence of external factors such as the loss of policy subsidies, the product is king effect will become more obvious. With Tesla's attack, more high-end brands continue to enter the market, and product competition in the new energy market will reach new heights.
Trend 2: Competition between Chinese and foreign car companies has become more intense
Although half of the top 20 car companies in the global new energy vehicle market in 2019 are Chinese car companies, which proves that China The advantages in new energy vehicles also reflect the hugeness of China's new energy market. However, the rise of many foreign-funded companies such as BMW Group, Volkswagen Group, and Hyundai Motor also means that competition between Chinese and foreign car companies will become more intense in the future. .
In recent years, with the growth of new energy vehicles in the cold winter of the auto market, electrification has become an irreversible trend, and many foreign car companies have also entered the new energy market. Judging from the data in 2019, the three car companies BMW, Volkswagen, and Hyundai have initially achieved results in their deployment in the new energy field, and their sales have increased significantly.
Among them, the BMW 5 Series New Energy and the BMW i3 have both entered the top 10 best-selling new energy models, ranking sixth and tenth respectively. This makes BMW the only company with two electric models. Car sales have entered the top ten car companies in the world; in terms of product planning, BMW has defined 2020 as the "Year of New Energy Vehicles" and will launch 6 new energy models in China this year.
The Volkswagen Group sold 84,199 electric vehicles in 2019***. With the delivery of the Volkswagen ID. series, Volkswagen is expected to hit the top five global new energy vehicles in 2020. In terms of product planning, Volkswagen has previously stated that it will launch 10 electric vehicles in China by 2023, and ID. will take the lead in domestic production in 2020.
Among the top ten single-model sales lists is Beijing Hyundai Ensign EV (known as Hyundai Kona EV abroad), which has just been launched in China. Ensign EV is also the first NEDC comprehensive vehicle in China. The new energy models of the joint venture brand with a range of 500km have achieved annual sales of 44,386 units in the global market, and their strength cannot be underestimated.
In addition, the Mercedes-Benz EQC and Audi e-tron, which were launched in December last year, also have excellent product competitiveness and will also join the competition for the top ten global new energy vehicle sales in 2020.
While foreign car companies continue to enter China's new energy vehicle market, Chinese car companies are also actively deploying overseas. New energy car companies continue to export overseas. Among them, Geely's Geometry Automobile directly selected the launch conference Overseas in Singapore, SAIC MG's EZS has also achieved good sales results in many overseas countries just a few months after its launch.
With the arrival of more foreign brand new energy models, the living space of Chinese brand new energy models will be further squeezed, and competition between Chinese and foreign car companies will become more intense. Whether it is pure electric models or plug-in hybrid models, there is still a lot of room for improvement in the competitiveness of independent brands' products, especially in 2020 when the number of joint venture brand models continues to increase.
Trend 3: High-end is becoming more and more obvious
Data from the China Automobile Association shows that in 2019, my country produced 1.02 million pure electric vehicles, a year-on-year increase of 3.4%; sales of 972,000 vehicles, A year-on-year decrease of 1.2%. Affected by the reduction of new energy subsidies, my country's new energy vehicle sales were greatly affected in the second half of last year. However, in comparison, the market demand for pure electric passenger vehicles has not changed much compared with 2018, which also means that the new In a market environment where subsidies for energy vehicles are gradually weakening, consumer demand for pure electric vehicles has not shrunk, and the sales of pure electric vehicles with high driving range are still increasing.
In 2019, my country's leading new car-making forces have overcome the difficulties of delivering their first vehicles and have begun to enter the regular vehicle sales stage. Few of the new car-making forces have launched low-end models priced below 100,000 yuan. Most of their products are mid-to-high-end, focusing on intelligent networking functions and providing consumers with higher-end services.
These products, which claim to be the new car-making force that best understands market demand, are gradually being accepted by the market, which to some extent reflects the growth in demand for high-end pure electric passenger cars.
As new energy models from multiple brands such as Mercedes-Benz, BMW, Audi, and Volkswagen continue to enter the domestic market, the high-endization of the new energy vehicle market will become increasingly obvious. Compared with domestic fuel vehicles that have gradually transformed into high-end products after years of development, the high-end trend of the new energy vehicle market is even faster.
Looking at the global new energy vehicle market in 2019, Tesla can be said to be the best, but the 10% growth of the new energy vehicle market and the increase in market share fully illustrate the future development of the new energy vehicle field. trend. The effect of product being king will become more obvious, and with the arrival of more foreign brand new energy models, the living space of Chinese brand new energy models will be further squeezed, and competition between Chinese and foreign car companies will become more intense.
This article comes from the author of Autohome Chejiahao and does not represent the views and positions of Autohome.