[Beijing's new energy vehicle sales are the first to change, and market competition has been fiercely accelerating the industry's reshuffle speed] Recently, the number of brand-name cars for Beijing Electric-Vehicle Traffic Safety Insurance was released in January-April, and the total number of cards sold by SAIC Roewe reached 1,753, including the Roewe ERX 5 and Roewe Ei5 won the championship runner-up. Compared to previous years, Beijing Electric Vehicles has the highest number of vehicles on the market, and is often occupied by BYD brands. Roewe is able to take the top spot on Beijing's pure electric vehicles in January-April this year. It is not easy to drive BYD's market position. . Some analysis pointed out that the achievements of the Roewe brand in traditional automobiles have positively affected the sales of new-energy vehicles. For the Beijing market, which has persisted in pushing for pure-electricity vehicles for many years, it is currently in the midst of a consumption upgrade. Both the quality and the quality are more valued. The number of consumers who buy cars has become less, and the intense competition has shown the comprehensive competitiveness of the products.
♦ Insufficient competitiveness of products at the same level
As one of the trailblazers in the pure electric vehicle market, BYD failed to hold on to the top spot in January-April sales, and the host Beiqi New Energy did not achieve good results. Instead, Roewe swept the Beijing market to pay off the top-ranking medals in the market. People believe that this is due to the lack of competitiveness of similar products.
"BYD Qin EV and e5 are both 'veterans', both of which are facing upgrading. Some consumers may be holding their money and others are turning to other products." An industry source told reporters . Although BYD started earlier in the pure electric vehicle market, but with a large number of car companies in this area gradually laid out, new products continue to be introduced, the market for many years of BYD Qin and e5 seems a bit powerless. “According to BYD’s declaration plan, the new generation of Qin and e5 have relatively obvious changes, and in terms of the quality of the installation, e5 has been substantially reduced. It is expected that the competitiveness of the products will increase significantly after the listing.†The analyst believes that currently In the pure electric vehicle market, the decline in the competitiveness of old products is one of the important reasons for this change in ranking.
“The Roewe ERX5 is a pure electric version of the gasoline version RX5. Roewe first introduced the RX5 in the market. With the concept of high face value and 'the world's first Internet SUV', it won recognition in the market in the short term. ERX5 inherited gasoline. The advantages of the models are even easier for marketing.†According to industry insiders, under the premise of RX5 paving, ERX5 also has the advantages of many pure electric vehicles, making it easier for consumers to favor them. In terms of electric drive, Roewe ERX5's EDU smart electric drive unit has obtained U.S. patents for high-efficiency power, low power consumption and high reliability durability, and brings the same driving smoothness as fuel vehicles.
It is understood that the Roewe ERX5 is equipped with a Sanyuan lithium battery pack from the Ningde era with a capacity of 48.3 kWh, a battery energy density of 135.3 Wh/kg, a driving range of 320 km under operating conditions, and a maximum driving range of 425 km. More importantly, SAIC Roewe also made a commitment of 8 years/120,000 km of triple-system warranty and 8 years/ 120,000 km battery attenuation of no more than 30%. Under actual conditions of use, it has actual driving range that is closer to the driving range of working conditions. According to many consumers, some BYD auto electric products have drastically shortened their driving range during the winter, seriously affecting consumer use.
Ei5 is a new product just listed. It is a normal phenomenon that the concentration on the market is higher after listing. This is due to the release of orders in the short term, and it will take some time for future market performance to be observed. However, it is worth mentioning that, as a new product based on the appearance of the wagon, Ei5 can get such performance just listed, indicating that the wagon gradually accepted by the market.
♦ The “occupied number†factor gradually decreases
Due to the particularity of the policy, Beijing can be said to be the vane of the development of the new energy automobile market in China. On the one hand, in Beijing's motor vehicle purchase restriction policy, new energy vehicle licenses have already accounted for 60% of the annual licenses. On the other hand, unlike the fuel trucks, the new energy vehicle licenses are queuing up according to the application order. Therefore, the mentality of consumers when buying new energy vehicles is very different from that of buying fuel vehicles. More than one consumer told reporters: “It's not easy to shake up the number plate of a fuel vehicle. Even a loan, you have to buy a one-stop car.†But consumers who previously had little purchase of new energy vehicles had similar ideas.
From the previous market sales point of view, most consumers buy new energy automotive products, mostly out of the frustration of not being able to buy fuel vehicles. In addition, pure electric vehicle products in previous years, especially when the power battery technology is still relatively backward, the driving range is more than 200 kilometers, many consumers are looking at which of the cheap to buy, the new energy vehicles as fuel vehicles For alternatives, we hope that after obtaining the license of the fuel vehicle, we will buy a better one. Therefore, the sales of the A00-class products, including the BAIC New Energy EC Series and the Changan Benben EV, are relatively high.
However, the current situation has changed. With the increase in the specific energy of the battery and the substantial increase in the driving range, new energy vehicle products have gradually become refined. Consumers gradually shifted from passive guidance to active acceptance, and consumer awareness of purely electric vehicle products has changed significantly. From the reporter's visit, when consumers purchase pure electric vehicles, they have higher expectations and requirements, and are no longer just to obtain a license. The change in the ranking of the volume of cards on the compulsory traffic insurance account directly reflects the changes in consumer awareness of new energy vehicles.
♦ Gradually benign development
This year, the state has adjusted the subsidy for new energy automotive products. Subsidy withdrawal has become a general trend. With the increase of pure electric vehicle products and technological progress, consumers have become increasingly selective. Similar to the development of the fuel vehicle market, in the competition for the new energy vehicle market, the acceptance of products that meet the needs of consumers will surely increase. At the same time, unlike previous changes on the basis of fuel vehicles, more and more pure electric vehicles are now built on exclusive electric vehicle platforms. Performance in all aspects is not the same as previous products. Consumers' changes in the concept of pure electric vehicles are naturally a matter of course.
Nowadays, various car companies have learned their experience in the new energy automotive market for many years, and some car companies are based on the family-owned appearance of traditional fuel vehicles with better sales, and then cooperate with pure electric vehicle manufacturing systems. Independent new energy automotive products such as Roewe Ei5 have been developed, while others have simply broken and established new ones, directly establishing new energy vehicle brands and product concepts, such as Great Wall Motor’s Euler brand. Adding a new batch of new vehicle manufacturers to enter the market has also increased consumer expectations for new energy automotive products.
Some analysis pointed out that it is foreseeable that in the future, the new energy automobile market will be similar to the current development of the traditional fuel vehicle market, eliminating a group of enterprises and products, and quickly forming an aggregation effect. Beginning with the changes in the Beijing market, the new energy automobile market will accelerate the industry's reshuffle speed along with the fall of state subsidies and fierce competition in the market.
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