The price war in the automobile field is still in full swing, but in the face of endless internal volumes, the attitude of car companies is completely different: Wang Chuanfu, chairman and president of BYD, believes that only when there is excess capacity can there be competition, and only when there is competition, can there be technological breakthroughs, and only with the upgrading of the industry can excellent products be born.
Li Shufu, chairman of Geely holding Group, said that the endless volume, simple and brutal price war, the result is Jerry-building, counterfeiting and selling fake, non-compliant disorderly competition.
Zeng Qinghong, chairman of Guangzhou Automotive Co., Ltd., believes that after new energy vehicles account for 50%, the same right of oil and electricity should be considered.
The speeches made by the chairmen of automobile companies represent the attitude of automobile companies towards the volume of the industry, and also reflect the current situation of automobile companies to a certain extent.
So, what are the current car companies going through? 
, the ■ Chinese brand is rising strongly, and the overseas mainstream brands are declining.
According to the data of the Federation of passengers, Chinese brands have achieved corner overtaking through electrification and intelligence, and the proportion of sales has risen from 35% in 2020 to 56% from January to May in 2024.
, by contrast, the share of overseas mainstream brands has declined, from 52% of sales in 2020 to 30% today.
No wonder the chairman of GAC called for “the same right to oil and electricity”.
The market has been repeatedly preempted by Chinese brands.
if subsidies for new energy vehicles can be reduced, it can increase the competitive chips of overseas mainstream brands dominated by fuel vehicles.
The proportion of ■ pure electric vehicles is stable, and the proportion of plug-in electric vehicles is increasing rapidly.
in terms of energy types, pure electric vehicles are an important market for the rapid increase in the penetration of new energy vehicles in the past, accounting for only 5% in 2020 and 24% in 2023, but in 2024, the proportion of pure electric vehicles has not increased.
But plug-in electric vehicles, once unpopular by the industry as the “intermediate product of the transition from fuel vehicles to pure electric vehicles”, rose from 9% in 2023 to 12% in January-May 2024.
, as a percentage of overall sales, the penetration rate of new energy vehicles is still rising steadily and rapidly, from 36% in 2023 to 40% in January-May 2024.
■ blossoms and falls, the competition between new forces and overseas mainstream brands, driven by electrification, some brands rely on the early layout of the new energy field, and now they have successfully counterattacked and reaped the favor of consumers.
There are also former auto giants who stick to traditional automotive technology, but are now struggling in the internal market, just like Nokia: “We didn’t do anything wrong, but we lost.
” (1) Brands with sales growth of more than 10%: they are almost swept by Chinese new energy brands.
From the sales data from January to May 2024, brands with sales growth of more than 10% are almost swept by Chinese brands.
Among them, Landian, Hongmeng Zhixing, Zhiji Automobile, Polar Krypton, Lantu Automobile, Avita, Deep Blue Automobile have been on the market for about two to three years, and the sales volume continues to expand.
In particular, Hongmeng Zhihang, which focuses on high-end cars, has sold 154000 vehicles from January to May in 2024, an astonishing 751% growth rate.
, not surprisingly, only Mazda is on the list of overseas mainstream brands.
Although it is on the list, almost all of its sales are fuel cars.
At the same time, although Mazda’s sales have increased sharply this year, compared with the average monthly sales of 19000 vehicles before the outbreak in 2019, the average monthly sales of more than 6000 vehicles are less than a fraction of their peak.
Compared with only one overseas mainstream brand on the list, luxury brands are more regrettable, and no brand can make the list.
Recently, the big price reduction of luxury cars has been talked about: Audi A4L (parameters | inquiry) discount of more than 120000 yuan, Volvo S60 as long as 167000 yuan has been repeatedly mentioned, luxury brands are also forced to open the price-for-volume model.
(2) Brands whose sales fell by more than 10%: Toyota with “thick eyebrows and big eyes” fell by as much as 14%.
What is surprising is that the 2-5 brands with the highest decline are all Chinese brands, and the sales of Chinese brands are at the top of the list.
It is also the only new power brand on the list, with sales almost halved! After all, its investor, Zhou Hongyun, has more than 6 million followers on the short video platform, and he has been on the platform for many times– such as attending the product launch conference, live broadcasting where the new car is going to the factory, announcing the gift of Zhou Hongyun’s car bucket, and so on.
Although it does bring a lot of traffic to Nezhu, it still can not escape the strange circle of consumers “watching the fun and not paying for it”.
Euler is not recognized by consumers because of its high-end product positioning.
Qichen, known as the “low-end version of Dongfeng Nissan,” lost its original brand strength because of independence, and the sales of the former dark horse, Ian, declined rapidly because of over-reliance on the ride-hailing market.
, there are not a few mainstream overseas brands on the decline list, including Chevrolet, Hyundai, Peugeot, Jetta, Buick, Land Rover and Toyota.
At first glance, they are all leaders in the era of fuel cars.
Even Toyota, with a big eyebrow, lost 14% of its sales.
The biggest problem now is that it is hard to reverse the decline by cutting prices.
According to Auto Home Research Institute, the prices of overseas mainstream brands (joint venture brands) fell by about 10% in May compared with the same period last year, especially when Buick prices fell by 17.
3% in a year, while its cumulative sales from January to May still fell by 18%.
For the brands that have fallen sharply, almost all of their sales are heavily dependent on fuel vehicles.
, the luxury brand, although only Cadillac made the list, the sales of BMW, Lincoln and Mercedes-Benz also declined compared with the same period last year.
Looking back at the end of May, “Cadillac only sold more than 130000” rushed into the hot search, “BMW i3 price dropped to 190000” triggered a heated debate, compared with the same period last year, BMW’s price has been reduced by 12.
5%, who would have thought that the luxury brand, which was still very popular a few years ago, will be defeated so far in 2024? In the conclusion of ■, Sun Tzu’s Art of War says, “therefore, one is good at fighting a man’s potential, such as turning a boulder into a mountain of thousands of feet.
” it means that the “potential” created by a man who is good at directing a war is like letting a boulder roll down an extremely high and steep mountain.
In today’s automobile industry, electrification has become unstoppable.
Therefore, at the Chongqing Forum in early June, new energy head car companies thought that they “should embrace the inner volume”, because at the end of the volume, the market is cleared.
The mainstream car companies in the fuel truck era have called for “the same right to oil and electricity”.
Since they want to compete, it is really fair to put everyone on the same starting line.
(text / car)Jia Gao Yuhang), , return to First Electric Network Home>.
