At present, the new energy vehicle industry in mainland China is "soaring". According to data from the China Association of Automobile Manufacturers, the production and sales of new energy vehicles in mainland China continued to grow rapidly. From January to March, the production and sales of new energy vehicles in mainland China reached 2.115 million and 2.09 million respectively, an increase of 28.2% and 31.8% year-on-year, respectively, and the market share reached 31.1%.
Entering 2024, the new energy vehicle industry will usher in unprecedented excitement. Volume price, volume press conference, volume product, volume flow, the industry "volume" word is in charge, and the competition pattern is undergoing profound changes. At the provincial high-quality development conference held on February 18 this year, Wang Chuanfu, chairman and president of BYD Co., Ltd., said: "The development of new energy vehicles will only run faster and faster, and will not give us the opportunity to stop, slow down and take a breath." ”
In the new year, what are the new trends in the new energy vehicle industry? Will the industry pattern usher in a reshuffle and adjustment? Starting today, Shenzhen Business Daily and Reading and Innovation Client will launch a "New Energy Trend" column to gain insight into the trend and changes of the new energy vehicle industry.
Chen Xiaohui, chief reporter of Shenzhen Business Daily Reading and Innovation Client
Xiaomi SU7 has been "cut off" again. On April 23, some media reported that NIO launched a subsidy of 5,000 yuan offline for consumers who have placed orders for Xiaomi SU7.
A reporter from Shenzhen Business Daily contacted a number of NIO offline store sales and said that "this is indeed the case", but the subsidy is not a direct cash return, but is deducted from the car price, and it is necessary to buy a new NIO car. It is equivalent to buying a new NIO car and giving Xiaomi a deposit!
"This is deducted from the car price, and you must buy a new NIO car to give the deposit compensation. The sales said, "This subsidy is launched for those users who cannot refund the deposit, which is equivalent to giving up the Xiaomi deposit to choose a new NIO car, and we can make up that part of the deposit to the user." ”
Xiaomi SU7 locks orders quantity More than 70,000 units have been formed Lei Jun: It proves that pure electric cars are a big marketNIO is not the first car company to "cut off" Xiaomi. A day ago, on April 22, it was reported that for Xiaomi car users who have locked the order and given a deposit, as long as they buy any Zhijie S7, they can directly deduct the 5000 yuan deposit that cannot be refunded from the Xiaomi SU7 lock order in the car price.
In this regard, some netizens said, "The pressure is on Xiaomi's delivery side again." Regarding Xiaomi's delivery volume, Xiaomi founder Lei Jun posted on social media on April 22: "At present, the production capacity and delivery speed of Xiaomi SU7 are increasing rapidly, and the standard version and Max have been delivered ahead of schedule. Many prospective car owners found in the Xiaomi Auto APP that the estimated delivery time was advanced. Lei Jun also said in a big way, "If you are really in a hurry to buy a car, domestic new energy vehicles are good, such as Zhijie S7, Weilai ET5, Xiaopeng P7 series, etc., you can also consider buying." ”
Since the launch of Xiaomi SU7 on March 28, the popularity of Xiaomi cars has not decreased, and new breakthroughs have been made in the number of orders and locked orders. Previously, Lei Jun said in the live broadcast: "Xiaomi SU7 was a big hit when it was launched, and the sales volume was three to five times higher than expected, and the fire made me scared." Xiaomi SU7 triggered a national test after it was launched, and almost every detail was seen with a magnifying glass, but the final result was good, and Xiaomi SU7 carried it down. ”
According to the investor conference held by Xiaomi Group on April 23, as of April 20, the number of locked orders for Xiaomi SU7 has exceeded 70,000 units, and it is making every effort to expand production capacity, with a delivery target of 100,000 units this year.
Lei Jun said: "In the past, pure electric cars were considered a niche market, like Tesla's Model 3 was the champion in this field, selling an average of 12,000 units per month in China, and if the pure electric car reached an average of 3,000 units per month, it could enter the top five, and everyone thought it was a niche market." I think behind the initial success of this release is that Xiaomi SU7 proves that pure electric cars are a big market, and in the past, this market was small, but no one made it. In the traditional automotive industry, the market demand for SUVs and sedans is 1:1. I think that in the field of pure electric vehicles, sedans must be the mainstream demand. ”
Tesla will face the "big test" in the first quarterAt Xiaomi's investor conference, Lei Jun also responded to Tesla's announcement of price cuts.
On April 21, Tesla's official website in China showed that the price of Tesla's entire series in the Chinese market was reduced by 14,000 yuan, of which the starting price of Model 3 was reduced to 231,900 yuan, and the starting price of Model Y was reduced to 249,900 yuan.
"This really makes me admire Tesla and Musk very much. In the face of the competitive environment, Tesla has shown such a sensitive response, which I admire very much, which is not at all like the multinational giants with a market value of five or six hundred billion dollars. Musk is truly an extraordinary entrepreneur. Lei Jun said that Tesla is also a friend of Xiaomi, and the best way to deal with competition is not only the price war, but also the product power. "In the future, we will concentrate on making a good product, carefully collect feedback from every user on this car, and strive to further improve. ”
It is reported that Tesla will announce its first-quarter financial report on the afternoon of April 23 local time. However, before the "big test" in the first quarter, Tesla's performance was not good. At the close of U.S. stocks on Monday, Tesla's stock price closed down 3.4% at $142.05, hitting a new low since January 2023. The reporter noted that this is also the seventh consecutive trading day of Tesla's decline.
Regarding Tesla's first-quarter earnings report, the market now expects its operating profit to fall by 40%, and revenue may decline for the first time in four years.
At present, Tesla is facing a crisis that the car "cannot be sold". According to the data, Tesla's delivery data for the first quarter of 2024 showed that Tesla's global deliveries were 386,800 vehicles, significantly lower than the previous agency's forecast of about 430,000 vehicles, a year-on-year decline of 8.3%. According to the data released by the Passenger Association, from January to February 2024, Tesla's sales in China will be 132,000 and 140,000 units, respectively.
Price reduction, live streaming, "Truncated Beard" …… The automotive industry is "too volatile"!Entering 2024, the automotive industry has ushered in unprecedented excitement. At the beginning of the year, BYD repeatedly cut prices and set off waves of price reductions, domestic new energy vehicles can be described as "one is more fragrant than the other"; in March, Xiaomi cars were born, and its hot order sales made the original volume of the automobile industry have another "tough" opponent; in April, Great Wall Motors, Weilai Automobile, Nezha Automobile and many other car circle bigwigs opened the live broadcast room to personally go down for their own brands "bring goods", and the price is also to roll up the traffic; now Zhijie and Weilai Automobile both "cut off" Xiaomi SU7......
Even Yu Chengdong, chairman of Huawei's intelligent vehicle solution BU, "complained" at the new M5 press conference held on the afternoon of April 23: "The (automotive) industry is too volatile. ”
Previously, Wang Chuanfu, chairman and president of BYD Co., Ltd., also said, "The transformation of the automobile industry has entered the deep water area, the electrification transformation continues to drive in the fast lane, and the intelligent transformation has begun to shift gears and speed up."
The development of new energy vehicles will only run faster and faster, and will not give us the opportunity to stop, slow down and take a breath.”
The industry report points out that looking at the development trend of the industry, it is still quite challenging for most new energy vehicle companies and power battery companies to rely on operation to obtain positive cash flow in 2024, and the situation of the industry "volume" is likely to continue.
Zhu Keli, executive director of the China Information Association and founding president of the National Research Institute of New Economy, said that the trend of new energy vehicles this year will show a more differentiated trend. On the one hand, with technological progress and cost reduction, the cost performance of new energy vehicles will be further improved, attracting more consumers to choose new energy vehicles. On the other hand, the intensification of market competition will make some enterprises that cannot keep up with the pace face the risk of elimination.
"With policy adjustments, technological breakthroughs and market changes, the competitive landscape of the new energy vehicle industry is undergoing profound changes, some traditional auto giants are accelerating the transformation to new energy, and some new forces are also rising rapidly with innovation and flexibility. In the process, those that are unable to adapt to change will be marginalized, while those that can seize the opportunity will come out on top. It is foreseeable that in the next few years, the new energy vehicle industry will experience rounds of reshuffle and reorganization. Zhu Keli said.