As a professional household of "god car", Wuling has produced Wuling Hongguang and Wuling Light such popular cars, and in the new energy era, Wuling has created a new god car - Hongguang MINIEV (parameter | inquiry | picture ).
However, just as Wuling Hongguang fell off the altar, Hongguang MINIEV is no longer in the limelight, in April this year, Hongguang MINIEV hit a new low in monthly sales. Is it because it doesn't understand the Chinese people, or does the Chinese people don't need it anymore? The big coffee also analyzed it this time.
Monthly sales hit a new low
In the sales list in April this year, Hongguang MINIEV once again won the sales championship in the mini car class, with sales reaching 12,445 units, and it is also the only mini car with monthly sales of more than 10,000 units.
Although it is still the sales champion, the sales of Hongguang MINIEV have declined a lot, and 12,445 units are also a new low in monthly sales since its launch.
Judging from the sales trajectory of Hongguang MINIEV, it has reached a peak in 2021 and 2022, of which 426,000 units were sold in 2021 and 554,000 units in 2022, with an average monthly sales of more than 40,000 units. Among them, in November 2022, it even sold more than 70,000 units in a single month, becoming the top car seller in that month.
However, from 2023 onwards, Hongguang MINIEV's sales began to gradually decline, and throughout 2023, Hongguang MINIEV sold 237,000 units, although this is an astronomical figure for other models, but for Hongguang MINIEV, such sales are obviously not worth celebrating.
The limelight of pure electric mini cars has passed
Just talking about product power,Hongguang MINIEV actually has nothing to praise,The first generation of Hongguang MINI has no fast charging function、No Bluetooth connection、No airbags、No electrically adjustable rearview mirror,Plus the virtual rear row and trunk,At the time,This is a "legal old man music"。
The real reason for the success of Hongguang MINIEV is mainly to catch up with the wind. In 2020, people have realized the benefits of pure electric vehicles, which have advantages in terms of electricity costs and maintenance costs. However, at that time, the price of pure electric vehicles was too high, the value retention rate was too low, and the technology was also rapidly iterating.
In this case, Hongguang MINIEV shows its advantages. First of all, it is cheap enough to not worry about the problem of value retention rate in the later stage; secondly, the battery life is enough to meet the needs of urban travel; In addition, thanks to the small and flexible body, Hongguang MINIEV parking is also more convenient.
However, Hongguang MINIEV is not an ordinary family car after all, but as a supplementary car, so the market capacity is not as good as that of compact SUVs and mid-size sedans.
After the big sales in the first two years, the pure electric mini car market has gradually saturated, and the market cake is getting smaller and smaller. According to the data of the China Passenger Car Association, the retail sales of the domestic pure electric mini vehicle market in April 2024 were only 38,500 units, a year-on-year decrease of 21.3%.
Therefore, it is not difficult to see that not only the sales of Hongguang MINIEV have declined, but also the sales of Changan Lumin and Geely Panda, which have sold more than 10,000 units per month in the past, have also declined.
It's a pity to discard it
As early as when Hongguang MINIEV's sales were booming, there was a voice on the Internet that "Hongguang MINIEV sells one and loses one". According to the relevant research report of Caitong Securities, the gross profit margin of Wuling Hongguang MINIEV may only be 2%~3%, and it is obviously unrealistic to achieve profitability with such a gross profit margin.
However, fortunately, in 2021, the double points once rose to 2500-3000 yuan/min, so during the peak period of zuigao, Hongguang MINI EV can reap about 10,000 yuan of double points income when it is sold one.
However, now the environment has changed, the market share of new energy in April this year reached 36%, and most of the car companies have made achievements on the road of new energy, so it is difficult for Hongguang MINIEV to make money by relying on double points.
In this case, Hongguang MINIEV, which does not make money, is tasteless and a pity to abandon it.
In the past two years, Wuling is obviously not willing to "lose money and make money", so it has also continued to try to increase the value of Hongguang MINIEV's products. For example, the macaron version starts at 41,800 yuan, the GAMEBOY version starts at 55,800 yuan, and the convertible version starts at 99,900 yuan.
In addition, at the end of 2022, Wuling also launched the Air ev Clear Sky (57,800-69,800 yuan) with a similar size but a stronger sense of refinement. Car companies have done so much for only one purpose, and that is to obtain higher profits.
However, it is a pity that at present, Hongguang MINIEV is still an ordinary version, and what people need is only a means of transportation, not a car with bells and whistles.
At the end of last year, Hongguang MINIEV launched the 2024 model, but only two macaron versions were launched this timelift, with a price of 41,800-46,800 yuan, and the ordinary version has not been remodeled for two years.
Now it seems that Wuling's focus is no longer on Hongguang MINIEV, an unprofitable model, but in the higher-end pure electric small car market. In March this year, Wuling launched the Binguo PLUS with a starting price of 89,800 yuan, but the current sales volume of the car is only about 1,000 units, and Wuling's high-end progress is not smooth.
The big coffee summarizes
Starting from June 1 this year, only pure electric models with a pure electric range of more than 200km can be exempted from purchase tax, which is another blow to Hongguang MINIEV, which has a low configuration of only 170km range.
At present, Wuling does not have much hope for Hongguang MINIEV. But fortunately, the monthly sales of Binguo have reached 10,000 units, and the monthly sales of Wuling Xingguang are close to 5,000 units. Perhaps, in the near future, Wuling will bring us another "national god car".
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