On September 20, eight new models from eight more car companies were launched on the market.
, extreme krypton 7X, Teng Teng Z9GT, Deep Blue L07, Elf # 5, colorful fruit SUV 5-seat version, the new Jetway Great Sage, Vernon 6 Pro, the new Grand Cherokee, from more than 70, 000 to more than 500, 000 price range, from cars to SUV to pickups, from domestic cars to imported cars.
This is another day when new cars are on the market after September 10.
In fact, it is not only that there are many new cars in the past two days, but also that the new cars that came on the market in September can be said to be flocking in.
According to incomplete statistics, at least more than 40 new or modified or annual new products have been introduced to the market, almost except for the month when there were the most new cars on the market during the auto show, and the car market seems to be extremely busy.
It is not difficult to understand that after striding over the gold, silver and silver to the moment when the report card is handed in at the end of the year, all the big car factories are full of energy, looking forward to stimulating the market and consumption with new products.
However, this prosperity is not the most true portrayal of the current automobile market, but forms a strong contrast with the worsening competition, more cars and fewer monks, and the tension of the upstream and downstream industrial chain to the limit.
It looks very lively, but it’s bad in nature.
According to the retail data from the Federation of passengers, it can be found that the narrow passenger car market has declined for five consecutive months, and the market situation is not optimistic, not to mention that this is the result of many automobile consumption stimulus policies launched by the state and various places.
What is basically certain is that of these more than 40 new cars, except for a few products that have sufficient market influence, the vast majority of them will become companions and become the one that flies to the flames.
When the price war has lost its incentive for consumers, when car companies keep throwing money to promote new products without obvious results, when the competition enters the situation of “either you die or I die”, the darkest moment of the car market is inevitable.
But what is certain is that at present, China’s auto market is only in the qualifying stage, and the real elimination has not yet arrived.
New cars gather together, dazzling, let’s take a look at several new cars listed yesterday, in fact, each new car has a certain representative value and significance.
Such as the polar krypton 7X, which is the first model that polar krypton has officially entered the mainstream household pure electricity SUV market.
It is also the model that has the best chance to enter the very mainstream household consumer market and is easy to be popular after the launch of five new cars, and the order of 58000 cars sold in advance for 20 days seems to be able to confirm it.
The price of polar krypton 7X from 229900 yuan to 269900 yuan does seem to have a competitive advantage, at least compared with the target Tesla Model Y.
But the competition in this 200000-yuan household pure electricity SUV market has been white-hot.
Tesla grabs the biggest cake from 40, 000 to 50, 000 cars per month, while the newcomers, such as L60, Wisdom R7, Avita 07 and other products are eyeing covetously, and a large number of contestants who want to grab food share in the 200000-300000 yuan SUV market line up to enter the game, this battle is not easy.
For example, Tengli Z9GT, in the range of 300000 to 400000 yuan, should be said to undertake the task of BYD to continue to rise, and the importance of tamping the cornerstone of BYD’s brand image, especially when Tengli bought a 10% stake in Mercedes-Benz a few days ago, which means that Tengli will accomplish its luxurious and upward tasks more independently.
For the current momentum, the D9 proportion of the tool attribute is too high, coupled with the entry of more mixed MPV, so that the advantage of Teng Teng in the MPV market feels an unprecedented challenge.
The lukewarm nature of the N7 brings great pressure on the Z9 series.
Therefore, on Z9GT, the blessing of Tencent’s initial public offering of cool techs and the improvement of smart driving capability are Tencent’s efforts to seek greater market opportunities, while the retention of 20, 000 pre-sale orders and the growth of subsequent orders and sales all test Tencent’s most real capabilities.
For example, Deep Blue L07, although ushered in the brand new name of “7 Series” and raised the price compared with SL03, all these are efforts made on the basis of configuration and product power improvement.
The price range of 150000 to 170000 yuan, on the one hand, is to prevent the emergence of SL03, which will pull the deep blue brand down to the market range of Changan Qiyuan, leaving room for the layout of Qiyuan in the next step.
at the same time, the price belt has basically cut into the entry-level position of the joint venture medium and high-end cars, from naming to price adjustment, which is a strategic evolution of Deep Blue.
However, in the medium and high-end car market, powerful competitors are still occupied by traditional fuel “Maipa Brothers” and Japanese top three, and BYD Qin L and Seal 06 have gobbled up a lot of market capacity in a leapfrog way, including new forces of the same product type, such as zero runners, who have stood at the center of the market ahead of Deep Blue.
How much market space is left for Deep Blue L07 to start again? Another example is genie # 5, which is another big move for the niche brand smart, from the original small car to the space and size of medium-sized cars, and into the very competitive pure electricity market of 200000-300000 yuan.
Unlike other pure electric SUV defined by Tesla Model Y, smart continues to take the personalized route, and the design also breaks the style of Spirit # 1 and Spirit # 3, which is a mixed blessing.
Perhaps for smart, not joining the market war of 200000 ~ 300000 pure electric SUV is a very correct choice.
After all, the flames of war in that market cannot be accepted and resisted by smart.
But the next challenge is still the re-establishment of brand recognition and consumer access, especially from dexterity to personality cross-border, from first-and second-tier cities to the sinking market, leaving smart and Elf # 5 a bigger challenge than the previous two cars.
For Wuling colorful fruit SUV, its situation may be even more serious.
On the one hand, Wuling’s position in the entry-level market is being challenged by BYD and Geely.
From Wuling Hongguang MINIEV to Wuling colorful fruit, every market Wuling wants to hit has been stabbed horizontally by its opponents, coupled with the weakness of a series of products such as Nebula, Xingchi, Xingguang and so on.
Wuling really has no other products to rely on.
So from colorful fruit to colorful fruit SUV, this is Wuling’s action to strengthen the product IP once again, by enlarging the size of the car body, increasing the number of seats, and optimizing the choice and configuration of range, so as to constantly adapt to the market demand and the attack of competitors.
And the price of 75800 to 95800 yuan, the tram with a range of 510km is only 100000 yuan, which is also another helpless move by Wuling to strengthen the ratio of performance to price.
In addition, the new Jettos, Vernon 6 Pro, the new Grand Cherokee and other products, regardless ofWhether pick-up trucks or imported cars, the competitive advantage in the market appears to be general.
On the one hand, they are not very mainstream market and consumer choices, on the other hand, in terms of communication, volume and consumer awareness, it is also difficult to have a direct connection with hot.
At best, it can only be regarded as a supplement to car companies and market segments.
Of course, these eight new cars are only a drop in the bucket of the new cars that went on sale in September.
According to the incomplete statistics of the Automobile Commune, more than 40 new cars were launched or to be put on the market in September.
Not only can consumers not remember so many new products, even the media and industry professionals who are busy with the major press conferences feel tired and even numb.
Demand creates prosperity rather than new cars.
The cruelty of the reality is that the days when new cars are easy to sell are gone, and automakers’ dreams of trying to stimulate sales by releasing new cars are dashed.
In the past, in the huge Chinese market, it was very easy to sell cars.
For the vast majority of mainstream manufacturers, whenever they launch a brand-new model, they are basically not worried about selling, and even some popular models still need a price increase to mention cars.
In the incremental market, from automakers to downstream dealers, life is not too comfortable.
However, in recent years, when the passenger car market has stagnated and changed from the incremental market to the competition in the stock market, the trend of the new energy era has promoted the transformation of consumers’ car purchases, coupled with the continuous entry of new forces to build cars, superimposed changes in the economic environment, has promoted a fundamental change in the trend of automobile consumption.
Looking at these new products, we can actually find a lot of trends and general directions.
For example, we are all talking about the transformation of new energy, but from the forms and markets of these products, we can see that there are still many kinds of products, such as pure electricity, plug-in, extended range, and full bloom of fuel, which is the result of the huge and diversified automobile market in China.
For example, although the monthly market share of new energy has exceeded half, the demand for fuel vehicles still exists, and many Chinese car-free consumers and families, or consumers who have been taught a lesson by new energy vehicles, will still devote themselves to the embrace of fuel vehicles without hesitation.
Therefore, the continuous updating of Passat, Harvard H6, Toyota SUV, Nissan Teana, the new generation of Changan CS75 PLUS, Cadillac XT5 and other fuel vehicles is an important basis for maintaining sustained consumption in the fuel vehicle market.
After all, in the market demand and capacity of more than 10 million vehicles a year, no car company can ignore this popular piece of cake.
And from the perspective of monthly sales, head car companies such as Volkswagen, Toyota, Geely, Chery, Changan and the Great Wall have not only not lost their market share in fuel vehicles, but have become more and more influential in the fuel vehicle market.
it is even necessary to use the revenue and profits of the fuel vehicle market to fill the financial pressure and deficit of the new energy and intelligent transformation.
This will be the basic law for the survival and development of large auto companies for quite a long time to come.
When talking about fuel cars just now, the direction of electrification is actually changing.
In the past, it was all about pure electric vehicles, but as a number of pure electric vehicles have been tested by consumers in the market, the current consumer demand is more and more moving towards diversification, fuel needless to say, still maintain half of the demand, while pure electric and hybrid are forming a new differentiation.
For example, entry-level products are moving in the direction of electrification, such as Wuling colorful fruit, the arrival of Geely Star wish and considerable prospects, including BYD seagulls, dolphins, yuan up and other products continue to dominate the market, is the most sufficient proof.
And household A-class cars, pure electricity and hybrid two-way blossom, such as the delivery of more than 20,000 Geely Galaxy E5 after more than a month on the market, such as Xiaopeng M03, this is the most true portrayal of pure electricity into the mainstream household market.
Hybrid is typically represented by BYD’s Class A products, which basically occupy the top of the list, but the subsequent arrival of new hybrid products from Changan, Chery and Geely will also continue to strengthen the influence of hybrid products in the home A-class car market.
Medium and large cars are more inclined to mix, including the technology path of extended-range cars, which was originally considered to be backward technology, which is also recognized by more and more car companies.
At present, in addition to Tesla and Weilai, they have not relaxed about the extended range.
All new power brands have joined the embrace of extended-range technology.
It is worth mentioning that in August, the list of large and medium-sized SUV was all occupied by extra-ride cars, which is enough to illustrate the trend and direction.
Of course, there is also a trend that intelligence will not be reversed, including smart cockpits and smart driving.
In terms of cockpit, the traditional fuel vehicles represented by Passat pro and the new generation of Changan CS75 PLUS also put the latest technologies such as large screen, intelligent voice and advanced chips into the car, including Geely Star’s willingness to devolve the Flyme Auto to entry-level products to constantly meet the needs of Chinese consumers for screens and applications.
In terms of intelligent driving, the standard intelligent driving capabilities of Ji Yue 07, Polar Krypton 7X and Xiaopeng M03 have promoted the popularity and consumer awareness of intelligent driving.
Wuling Cloud Sea has pulled the high-level intelligent driving to the price range of 100000 yuan, further knocking down the threshold of intelligent driving.
Finally, it should be said that today’s car sales and brand concentration are getting higher and higher, leaving less and less opportunities for car brands in the middle and rear.
From the monthly sales list, we can see that the sales and momentum of the top five are getting higher and higher.
Eating meat in front, drinking soup in the middle and smelling in the back will become a new pattern of the car market in the future.
Despite so many new products in September, in fact, there are only a handful of products that really have market, industry influence and even sales contribution, and to win popular styles in the current stock competitive market, it’s not just a matter of product power and price, it’s just the most basic thing.
It also includes brand influence, enterprise strength, manufacturing capacity and system advantages, communication and marketing methods, channels and sales capabilities, all of which are indispensable.
Perhaps, more and more new cars gather together, which is the last madness before the knockout stage, but the current knockout stage is still in the qualifying stage, and the cruelest situation has not yet arrived.
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