Most of the articles written before the New Year are to review, review and summarize the ups and downs of the automobile market in 2020, and review and summarize how we struggled through the epidemic in 2020. The Chinese have an old saying. It is no exaggeration to say that "after all hardship comes happiness" in 2020, we in the automotive industry have experienced ups and downs like riding a roller coaster during this year. During this curve, we have grown and progressed together with the car companies.
Analysts said, "New energy vehicles will be much more exciting than fuel vehicles in 2020."
Presumably, Tesla's "tiger decline" trend has put pressure on car companies and motivation to make more beneficial moves. Those new power car companies that have not yet experienced the "7-year itch" have won the surge in 2020 under double pressure. Data shows that in 2020, Tesla bucked the trend with global sales growth of 36% and nearly 500,000 vehicles, leading global car companies. Musk’s name is also the car company leader that appears most in our articles. He seems to be pervasive, from the industry From models to models, from capital to market value, from comparison of fuel vehicles to new energy vehicles, from smart cars to autonomous driving, Tesla’s name has left a deep mark on our minds. Colleagues sometimes say, "We have done hundreds of thousands of free ads for Tesla this year."
There is no way, the popular Tesla is not only a new product The recognized benchmark in the energy vehicle market has now become 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 domestic new energy vehicle market, it is also Invisibly seizing the market share of fuel vehicles at the same price point, but what can be done?
Even though there are many problems with Tesla models, even though the U.S. National Highway Traffic Safety Administration (NHTSA) announced on February 2 that Tesla will recall 134,900 Model S and Model X in the U.S. market models; even though foreign countries have repeatedly revealed that Tesla Model 3 has achieved true driverless driving due to functional failures, it may still prevent Chinese people from loving the Tesla brand. In 2020, the sales volume in the Chinese market will be close to 140,000 vehicles, accounting for nearly 30%. The Chinese market has contributed most of the increase in Tesla's global sales. If there is an award, the Chinese market should undoubtedly be the "Best Contribution Award". On the road to achieving growth in Musk's surge in personal assets and Tesla's total market value, the Chinese market is undoubtedly Tesla's blessing. As the mass production of the domestic Model Y proceeds, the domestic new energy market in 2021 will again It's hard to say what kind of shocking consequences it will produce.
In the world of mini cars, I will always spare no effort to recommend the Little Ant series of Chery New Energy to friends around me. Although the mini car market in 2020 will be dominated by the Wuling Hongguang MINI EV worth 38,800 yuan. The sacred vehicle was successfully captured. But there is no doubt that the birth and marketing of Wuling Hongguang MINI EV reproduces the current national car buying needs from an angle that car companies have never tested. We must admit that in the face of preferential prices, Wuling Hongguang MINI EV has attracted more friends who are eager for cars. We had the opportunity to no longer hesitate, especially under the guidance of new energy vehicle policies, the possibility of this opportunity was infinitely magnified. Wuling seized the conditions created by the country for car companies, so they succeeded, but we I also believe that with the price of Wuling Hongguang MINI EV of 38,800 yuan, Wuling is making small profits but quick turnover.
According to the latest sales data, MINI EV sold 36,762 units in January 2021, and sales have exceeded 150,000 units since its launch 6 months ago. 150,000 vehicles, what kind of concept is this? If this data can apply for Guinness records, have you felt the horror of Wuling Hongguang MINI EV?
In fact, the sales of MINI EV have been rising since 15,000 units were delivered in the first month of launch. In December 2020, the monthly sales exceeded 35,000 units, making it beyond the reach of Tesla Model 3.
Moreover, we recently learned from overseas media channels that Latvian (a parliamentary and democratic country in northeastern Europe) automobile manufacturer Dartz is preparing to introduce Wuling Hongguang MINI EV to Europe for production and sales. Interestingly, this automobile company specializes in manufacturing SUVs and military off-road vehicles. It is reported that the company has signed a cooperation agreement with a Chinese imported automobile trading company and will launch high-end models that cater to the needs of wealthy Chinese in the future. This cooperation with MINI EV allows this practical mini car to go abroad. People in European countries have always liked small cars, so they must be more receptive to models like MINI EV.
Not enough. The performance of Hongguang MINI EV is not outstanding at present, and the cruising range is not very 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 also be increased accordingly. But for people who are good at studying national conditions, In terms of Wuling Motors' demand, the sales myth of Hongguang MINI EV should also continue for a long time. By making Hongguang MINI EV a high-quality model and doing a good job in brand marketing and promotion, this small car will also enhance the brand of Wuling Motors. A lot of help.
Chery New Energy realizes the growth of the entire Ant family series
Under the strength of Wuling Hongguang, the mini car market in 2020 is actually estimated to be difficult for car companies. Chery New Energy's eQ series, which had been among the top three in the past, was obviously slow in sales under the pressure of Wuling. Chery New Energy delivered a report card of 43,000 vehicles in 2020, of which the cumulative sales of Chery eQ were 38,249 vehicles, which fully illustrates the importance of the eQ series.
In September 2020, Chery New Energy launched a new pure electric SUV "Big Ant". This is one of the most important models in the Chery New Energy brand. With the "Big Ant" Because of the name, many netizens found it strange at first. After all, "Little Ant" has formed a certain circle in new energy vehicles, and names that are too similar will cause confusion among users, and will they be used in brand marketing? There is a sense of overlap, and these are the doubts of users.
However, the answer given by Chery New Energy is also reasonable. They want to rely on "Little Ant" to create a comprehensive "Ant Family" series. Of course, Big Ant is the first model in the "Ant" family. Since the SUV was launched in September last year, Big Ant's current sales data has not been much. The reason is that it has encountered problems with production capacity ramping. According to the latest data, the sales volume is only 841 units. Some netizens may say that Big Ant’s sales volume does not support the standards that this brand’s upward models should have. But in fact, this is also a big drawback of Chery New Energy and even Chery Automobile. , is their marketing.
The word "stable" is simple to say, but it is the result of the engineers behind it working day and night on research, calibration and correction. The battery life is stable, the vehicle condition is stable, the engine is stable, the braking is stable, and the steering is stable. Let me ask you, what kind of special features does a new energy vehicle, especially a micro vehicle, need to have? In the eyes of users, perhaps the Little Ant series is just a household scooter, serving as a convenient car on crowded urban roads, but in the eyes of engineers, the Little Ant series is their "child", and every change and battery life Upgrading is a brand new breakthrough. This kind of touch may not be brought by marketing, but can only be felt by Chery through technology.
I was chatting with Chery New Energy engineers earlier, and they kept asking me what I thought of their all-aluminum body technology. As someone who doesn’t understand technology, I was confused when asked. However, judging from the Big Ant press conference in September, Chery New Energy still disseminates technology as the most important part.
Based on the all-aluminum body technology, Chery New Energy has launched two pure electric platforms, LFS and LIFE.
Little Ant is derived from the LFS pure electric platform. It is also the first new energy pure electric model among domestic independent brands to use a lightweight all-aluminum body. It achieves a single-vehicle carbon emission of 112 kg CO2/vehicle; the energy consumption in the production and manufacturing process is 11.9 kg ce / vehicle; the driving energy consumption of the model is an ultra-low level of 9.7 kWh/100km. The Big Ant is from the LIFE platform. It uses the world's first all-aluminum profile frame body outer cover composite material, reducing the weight by 30% and increasing the stiffness by 20%, reaching 26967 Nm. /, the material utilization rate reaches 96%, and the aluminum-based body recyclability rate is 100%, truly low energy consumption, recyclable, and more environmentally friendly. It is reported that the Ant, which uses an all-aluminum body, can increase its battery life by 7% with the same power.
How will Chery New Energy convert these wonderful data into user language to tell today's young consumers that the stability of Chery's technology is also a science. I think that every car company has its own unique personality, and under its personality, they will definitely have a user base that understands them. This is just because the current market is gradually skewing toward younger, more fashionable, and "veteran drivers" markets. Gradually they are being replaced by young people. This era is both an opportunity and a dilemma. It depends on how the car companies choose and how they arrange their formation.
Little Ant, whose production and sales exceeded 150,000 units, also ushered in its biggest enemy in 2020, but it is reported that in March and April, Little Ant will have a new model to improve battery life and configuration; by 2021 The third and third quarters will also usher in a new look. For this model, many media may have deep feelings like me, and because of Little Ant, it has changed my view on micro pure electric models; for Big Ant, after improving the ramp-up production capacity, Big Ant It will also receive a configuration change in the third quarter, and a four-wheel drive appearance change in the fourth quarter. Can this model, which is responsible for brand improvement, be able to fulfill the market use given to it by Chery New Energy? Chery New Energy will launch another model in 2021 How we will move forward will have a whole new story.
The total sales volume for the year was 60,033 units, a year-on-year increase of 43%; the sales volume of AION V in the first month of its launch ranked among the top three pure electric models, continuing to lead the domestic A-class smart pure electric SUV market; AION S firmly ranked in the middle The sales volume of high-end smart cars among Chinese brands has topped the list, and it has entered the top ten in the list of mid- to high-end cars among Chinese brands. This is the report card handed over by GAC Aian in 2020. This car company that has never concealed its excellence has been eager to build its own new energy automobile kingdom since the day the brand became independent. Those confident words and behaviors can indeed infect too many people.
On the evening of February 1, GAC Aian eagerly released its latest report card. Data shows that in January 2021, GAC Aian*** sold 7,356 new cars, a year-on-year increase of 145%, a record A record high for the same period. There are currently 4 models on sale, namely AION LX, AION V, AION S and GE3 530, covering the market segments of compact cars, small SUVs, compact SUVs and mid-sized SUVs. As the main sales force, AION S leads the market in sales.
Now that I think about it, Mr. Xiao Yong once said calmly, "Our goal is to be in the top three. We can definitely do it." An is overconfident. 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 sign, GAC Aian is not a low-key car company.
Every time I go to Guangzhou on a business trip and take a taxi at the airport, there is an AION S. Every time I get in the car, I can't help but ask the driver, "How is this car? Is it easy to drive?"
" Not bad, the battery life is very stable."
"What do you think is lacking? Design, interior, charging, etc..."
Every This kind of consultation made the master think that I was an engineer from the GAC Research Institute. In every inquiry, I can feel the likes and dislikes of ordinary users for the GAC Aian model. This kind of thing is the improvement of car companies. The driving force behind the vehicle.
But in fact, in every consultation, the issues remain the same. Battery life and vehicle systems are the issues that users are most concerned about, especially battery life.
For users on the B-end of walking and running, of course, the higher the battery life, the better. In their perception, the time of charging 1-2 times a day is a waste. After all, it needs to be charged every time. In about 30 minutes, they can make money during this time, but they must charge to avoid running out of power on the road. This kind of panic almost accompanies them every time they go to work, but in fact, for users commuting to and from get off work, models with a range of 400km are already available. To meet their needs, the different starting points actually make the models quite a headache. For this reason, some car companies will choose special edition models for taxi or travel use.
In some sales of AION S, large order purchases account for a certain proportion. However, under large orders, the frequency of car use will also cause varying degrees of "trouble" for pure electric models. We call it due to varying degrees of loss. For pure electric vehicles, there are currently not many effective solutions. In other words, the more users participating in long-distance use, the more conducive to early detection of problems and timely correction, which is beneficial to the development of pure electric vehicles.
GAC Aian is to create an intelligent, networked, high-tech high-end product. Under this main tone, Aian needs more voices to optimize itself more comprehensively, so I He said that the new energy market atmosphere in the GAC region is conducive to the growth of GAC Aion. This car company, which has its ambitions written on its face, never skimps on its advantages, and its confidence makes it even stronger. With the birth of another of its models, AION Y, GAC's AION family of models has become more complete. And if AION Y, which is closer to young users, can occupy the market with its cost-effective advantage, then the compact car market is about to have another breakthrough. A famous general.
The ups and downs of new power car companies
It seems that netizens are more concerned about the trends of new power car companies than the sales of traditional new energy car companies. Too many, but after the ups and downs in 2019, the new forces are moving forward more and more steadily. This is also certain. Whether it is Weilai, Xiaopeng or Ideal, after they have embarked on their own tracks, they not only have their own inherent cars Fans are also having a great time playing in the capital market.
Recently, the January sales data of several leading new power car companies have been released one after another. Some are unexpectedly good, and some are unexpectedly down. The market is judged by its ups and downs.
NIO delivered a total of 7,225 new cars in January 2021, a year-on-year increase of 352.1, setting a new high for the brand in single-month delivery for the sixth consecutive month. 7,225 NIO vehicles are really impressive, and 1,660 ES8 vehicles were delivered. Weilai delivered 2,720 ES6 units and 2,845 EC6 units. Many users began to turn from fans to fans. Weilai models are also increasing in third- and fourth-tier regions, which is a good thing.
Xpeng Motors released sales data showing that the total delivery volume in January was 6,015 vehicles, a year-on-year increase of 470, doubling year-on-year for 7 consecutive months; doubling year-on-year for 7 consecutive months, hitting a record high for the third consecutive month. Best delivery results in history. Among them, the monthly delivery of Xpeng P7 reached a record high of 3,710 units, with a total of 18,772 units delivered. The single-month delivery volume of Xpeng G3 was 2,305 units, a year-on-year increase of 118 units, a steady increase, and the NGP mass production version of Xpeng P7 played an important role. , intelligence has penetrated into the blood of Xpeng Motors, but Xpeng Motors still needs to diversify its models. It is reported that there will be a facelift of the P7 in the second half of the year, so you can look forward to it.
And more importantly, the current usage data of Xpeng Motors' NGP is quite gratifying. From the XPILOT 3.0 automatic driving assistance system NGP automatic navigation assisted driving (public beta version) was officially launched on January 16 From the time it was opened to users to the 31st, the total mileage traveled by users using this function was 166,668km. This is the official data provided by Xpeng Motors. Judging from this data, users also highly recognize the functions of NGP.
In terms of Li Auto, sales declined in January, with cumulative sales of 5,379 units, down from 6,126 units in the previous month, making it the only car company among the three car companies to see a month-on-month decline in sales in January. But thinking about it, Li Auto currently only has one Li ONE model on sale. As the Tesla Model Y begins to be gradually delivered, Li ONE’s Tesla Model Y is getting closer and closer, and it is a direct competition. This will also further weaken Ideal ONE’s advantages.
Let’s take a look at the situation of the new power car companies in the second tier. Nezha Automobile’s cumulative sales in 2020 exceeded 15,000 units, a year-on-year increase of 51%. Its monthly sales also exceeded 3,000 vehicles. In January this year, Nezha Automobile sold 2,195 vehicles, a year-on-year increase of 119.3, ushering in a good start in 2021. In addition, Nezha Automobile is also accelerating its channel layout across the country. As of now, directly operated stores have been deployed in 13 cities across the country. Since the launch of Nezha power-up service in September 2020, Nezha cars have launched 60 smart fast charging stations and 1,210 fast charging piles, providing Nezha car owners with convenient power-up services. It is reported that Nezha Automobile will also launch a battery-swapping version this year, and is also trying to get as close to market demand as possible.
Zhang Yong, co-founder and CEO of Nezha Automobile, said: "The automobile industry will face severe challenges in 2020. In such a social environment, Nezha Automobile has made progress in products, technology, and marketing by working steadily and steadily. According to Nezha Automobile’s latest plan, Nezha Automobile will launch annual facelift models of Nezha V and Nezha U in 2021, and will also release the mass production of the concept car Eureka 03. version of the model. The Eureka 03 production car will also be officially unveiled at this year’s Shanghai Auto Show. At present, Nezha Automobile has completed a C round of financing of 2 billion yuan and plans to IPO on the Science and Technology Innovation Board in 2021.
Another relatively low-key car company, Leapmotor, also has a lot to watch in 2020. One of them is its financing situation. Recently, Leapmotor announced its Series B financing situation, with a financing amount of 4.3 billion yuan, exceeding the amount raised. More than 1 billion yuan. This Series B financing will support Leapao’s investment in product research and development, channel layout and brand promotion. In the Series B, Leapao has signed a strategic cooperation agreement with Hefei City, and the Hefei government has invested. The platform also participated in the Series B financing of Leapao Technology, and the two parties plan to carry out more cooperation in the future. Leapao Automobile has also become the second new power car company to settle in Hefei after Weilai Automobile. With the help of policies, Leapao Automobile will be launched in Hefei. The power behind the car is relatively stable, which is indeed a decisive assist for its launch.
So far, the cumulative sales of Leapbo in 2020 are 11,391 units, and the monthly sales volume in December 2020 exceeded 3. , 000 units. Among them, the total sales of Leapmotor T03 bicycles launched in May 2020 reached 10,266 units. In fact, there are many users who have not been optimistic about Leapmotor cars before. The reason is because of the first model of Leapmotor. Model S01 is relatively immature in terms of appearance design and driving experience. In addition, it is a coupe-style model and has always been a niche model in the market. It is not as popular as Weilai ES6, ES8, Lideal One or Xiaopeng G3 is so popular, so it has always been at a disadvantage in terms of sales and reputation.
However, with the launch of T03, it has regained some market reputation for Leap Auto, especially with the emergence of C11. It feels like Leapmotor is making a bet with the market. Although the mass production of the C11 is scheduled for the fourth quarter, due to the model's extremely cost-effective appearance and configuration, pre-sales have been launched since January 1st. Monthly pre-sale orders are 3,388 units, accounting for 60.6% of the total orders. This data has been on an upward trend.
This is also one of the reasons why Leapmotor can receive financing from Hefei. On the other hand, In terms of product research and development, Leapmotor has always been at the forefront of the new car industry, which is also due to the influence of its parent company Dahua.
Independent research and development is not only the embodiment of the core strength of new power car companies, but also one of the most valued parts of the capital market. As of the end of 2020, Leapmotor has obtained and applied for 1,004 patents in progress, including 458 invention patents. It is reported that Leapao Auto will be listed on the Science and Technology Innovation Board at the end of 2021 or 2022 after completing the Pre-IPO.
Finally, let’s talk about WM Motor. It should be the fastest car company to go public among the second tier of new power car companies. On January 30, the Shanghai Supervision Bureau of the China Securities Regulatory Commission issued an announcement stating that WM Smart Travel Technology (Shanghai) Co., Ltd. (hereinafter referred to as "WM") has met the conditions for guidance and acceptance and application for listing on the Science and Technology Innovation Board. This means that WM Motor has completed its listing guidance and the Shanghai Stock Exchange will soon accept its application materials. WM Motor will also become the first new power car company to be listed on the Science and Technology Innovation Board.
However, the current problems of WM Motor are also very obvious. It has 3 models, and its main sales products are WM EX5, EX6 and EX5 Pro version. In fact, you can feel it from the name. This continuation of the family model focuses on high cost performance. The EX5 focuses on the mid-range car market of 150,000-250,000 yuan. It once won the "New Power Single Model" with 16,683 units in 2019. Sales Champion". However, it is difficult to get out of the circle if the features of the model are not very bright. It is difficult to get out of the circle with relatively single features. Once other car companies have products of the same level that are better than WM Motor, they will be quickly dropped from the sales list; and the second model EX6 focuses on high-end products. market, based on the STD platform, the EX6 series model EX6 Plus 6-seat version was launched, starting from 280,000 yuan after subsidies, but sales have been mediocre since its launch. Current sales data shows that only 259 units were sold in October last year, and subsequent data are not available I found the exact one, but I can feel that this model that focuses on the high-end market has not been successful. The reasons are still the same: homogeneity, lack of highlights, and products without differentiation are difficult to break out of the industry.
Different from the Internet car-making thinking of NIO, Ideal, and Xpeng, WM Motor is currently relatively traditional, which may be directly related to the leadership coming from traditional car companies, but Internet car-making pays attention to timeliness. Sexuality and user thinking led to Weimar's lack of brand image recognition during its transformation. Therefore, in fact, WM Motor's current reputation in the market will be lower than that of second-tier car companies.
Of course, this is also a common problem among the second-tier car companies. Only by focusing on user thinking, combining with diversified markets, and creating their own uniqueness can they succeed in the current car market. , Weilai and Xiaopeng are relatively good at this. I don’t know if Weimar’s current marketing methods will change as it is listed on the STAR Market. If we still follow the past methods, the sales volume will not be very good.
Finally, the car companies have survived the difficult year of 2020. Although no one wants to be labeled as the "worst", I feel that "the worst" or "very good" are both What others define has nothing to do with you. As a car company, even a car company that aims to change the pattern of China's car culture, it must be forward-looking. When the automobile industry is undergoing changes, how to find the value of its own existence is too important. The important thing is not to think that you are a car company once you have capital and models. This is not what the automobile industry wants to express.
Since you have decided to be the "pioneer" of this era, please serve the present well.
Text/Yamazaki