On June 1, the new EV manufacturers announced their May sales results as scheduled. According to the ranking of "Automotive Industry Concern", Li Auto ranked first with 35,020 units, a year-on-year increase of 23.8%. It is worth mentioning that as a strong competitor of Li Auto, Hongmeng Zhixing did not announce its sales in May as of press time.
Li Auto was the first brand to announce sales volume, delivering 35,020 new cars in May, a year-on-year increase of 23.8%, once again winning the sales crown of new forces, and this was mainly due to the Li L6, which delivered more than 15,000 units in May. Although it has surpassed the question world for two consecutive months, the current ideal car is also full of difficulties. Just yesterday, the M7 Ultra was officially launched, with a price range of 289,800-329,800 yuan, pointing to the ideal L6. As a model of HarmonyOS Zhixing, the biggest advantage of the M7 over the two competitors is that it is equipped with the intelligent driving system provided by Huawei, and the M7 Ultra has two layouts, 5 seats and 6 seats, which can better meet the diverse car needs of family users.
According to reports, after the May Day holiday, Li Auto is undergoing a new round of internal optimization, with an overall optimization ratio of more than 18%, and the number of layoffs involved is expected to exceed 5,000. At the same time, Li Auto handed over an "unsatisfactory" financial report, net profit in the first quarter of this year fell 36.7% year-on-year to 591 million yuan, and the second quarter is expected to deliver 105,000 to 110,000 vehicles, lower than market expectations. It is foreseeable that Li Auto will still have a hard time in the coming days, not only the sales of new products are under pressure, but also how to stabilize the market situation is also a huge problem.
Compared with Li Auto, Wenjie is stable and improving, but Wenjie (Hongmeng Zhixing) did not announce its sales in May, which is very rare. However, at the 2024 Future Automobile Pioneer Conference held today, Yu Chengdong revealed that as of May 19, the total sales of Hongmeng Zhixing were 134,000 units. Yu Chengdong said that May is a period of product adjustment, and the replacement of main sales products has led to a decline in sales in the short term, and it is expected that sales will return to rapid growth in June. This remark may reveal that the sales performance of the question industry is relatively average.
At the same time, at the Wenjie M7 Ultra press conference, Yu Chengdong announced the latest answers to a number of products under Hongmeng Zhixing, among which the new M5 exceeded 20,000 units at the first month of listing, the new M7 exceeded 180,000 units at the 8-month age of the launch, and the 5-month-old quantity of M9 exceeded 90,000 units.
As a newly launched Xiaomi car, the market performance in May was quite impressive, with 8,630 SU7 units delivered in May, a further improvement from 7,058 units delivered in April. For Xiaomi Auto, the main challenge facing Xiaomi Auto at present is delivery capacity, rather than order or service network and sales network problems. Lei Jun said that Xiaomi's auto factory will start double-shift production in June, deliver at least 10,000 units that month, and ensure that at least more than 100,000 units will be delivered in 2024, sprinting to 120,000 units.
Looking at other new power companies, Xpeng Motors' sales have returned to more than 10,000 units again, with 10,146 units, of which 1,625 units were delivered by X9. Although Xpeng Motors has many products on sale, including P7, P5, G6, G9, and X9, there are actually no explosive models, and the highest sales volume is actually a pure electric medium and large MPV - X9, and the G6, which was previously pinned on high hopes, has only been on fire for half a year, and the renewed G9 has also failed to meet market expectations.
As for NIO, its market performance in May was strong, reaching a record high of 20,544 units, up 233.8% year-on-year and 31.5% month-on-month. On the evening of May 15, NIO's new brand, Ledao Automobile, was officially released. At the press conference, Ai Tiecheng, president of Ledao Automobile, announced that the pre-sale price of the first model Ledao L60 starts at 219,900 yuan, which is 30,000 yuan cheaper than Tesla Model Y, and the new car will be launched in September.
Leapmotor delivered 18,165 units, including 11,992 C11 and C10 units, and the overall performance was not bad.
According to 21 Finance, Leapmotor recently adjusted its internal marketing system, merging the original three sales departments of channel sales, industry sales and retail management team into the "sales department", and the head of the sales department reported to Xu Jun, chief operating officer (COO). At the same time, Leapmotor also abolished the overseas development department, no longer set up a separate overseas department to be responsible for overseas business, and the relevant team members were transferred to the vehicle product line, service department and management and sales operation department.
Nezha Automobile delivered 10,113 vehicles, an increase of 12.15% month-on-month and a year-on-year decrease of 22.38%.
According to media reports, in order to improve the decision-making efficiency of R&D business, strengthen horizontal collaboration between various businesses, pull through management of the whole process, and optimize and adjust the organization and division of responsibilities of relevant departments of the R&D system, Nezha Auto announced a series of new personnel appointments, the most noteworthy of which is that Daniel Zhang, CEO of Nezha Automobile, concurrently serves as the general manager of the product R&D center, directly managing the product planning department of the product R&D center, and Dai Dai, CTO of Nezha Automobile, assists in managing the daily work of the product R&D center.
Other high-end brands of traditional car companies, Zeekr performed relatively well in the market, delivering 18,616 vehicles in May, a record high, a year-on-year increase of 115%. On May 10, ZEEKR rang the bell and listed on the New York Stock Exchange, becoming the fastest IPO car company in history and the fourth Chinese new car-making force to land on the U.S. stock market.
In May, VOYAH delivered 4,521 vehicles, up 51% year-on-year. A few days ago, the VOYAH FREE 318 was officially unveiled, compared with the standard version, it mainly focuses on the interior and exterior details of the sporty transformation, and at the same time uses a larger capacity lithium battery pack, with a pure electric range of 318km and a comprehensive range of 1458km.
In addition, GAC Aion sold 40,073 units globally in May, SAIC Motor sold 81,000 new energy vehicles in May, and Shenlan Automobile delivered 14,317 units.
The pattern of China's new power has quietly changed, the former "Wei Xiaoli" has been broken, Li Auto and Wenjie are vying to win the title of new power sales, and other new power brands are constantly looking for their own position in the market. Admittedly, the market will only be more competitive in 2024. The competition between brands is not only reflected in price, but also in product strength, technological innovation and service experience. Of course, for consumers, price reductions can still stimulate the acceptance of new energy vehicles, more choices and better experience are undoubtedly the biggest dividends brought by this competition, and the new energy vehicle market will continue to maintain a growth trend.