2024-07-23
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2024 is already halfway through, and the new energy vehicle market has been very exciting in the past six months, with many blockbuster new products launched on the market.
Xiaopeng X9It will be launched on New Year's Day this year and on March 1Ideal MEGAThe launch of these two new models marks the beginning of new energy brands expanding their product categories, which means that some new energy brands have begun to gain a firm foothold in their original tracks and seek a second growth curve;
Since the Spring Festival,BYDRelying on a variety of "Glory Edition" models to launch an offensive, it also brought a heavyweight new car on May 28Qin L DM-i hopes to completely rewrite the market landscape of A-class cars;
March 28Xiaomi SU7After being officially launched on the market, the car dominated the hot spots in the automotive circle for weeks after its launch and lived up to the title of "King of Popularity". Its sales performance was also not far behind, with monthly deliveries exceeding 10,000 for two consecutive months, making it the "dark horse" of the year.
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They are the focus of everyone's attention, but they are also the tip of the iceberg.Looking back at the first half of 2024, one hit after another has reshaped the entire market order to a certain extent, and the competition trend in multiple segments has also changed accordingly. Standing at this time point, the real significance of reviewing these key products that appeared in the first half of the year may allow us to better understand the market competition in the second half of the year. Generally speaking, the rhythm of the entire competition will still be driven by "hit products".
And we also realized belatedly that we have probably witnessed the birth of many "classics" in 2024 so far.
I thought that the first shot of the price war in the auto market would be fired after the Spring Festival holiday.Qin PLUS DM-iHonor Edition andDestroyer 05The Honor version is enough to put a lot of family cars to shame, but I didn’t expect that the Qin L launched at the end of May would be the real “king bomb”.
To be honest, the Qin PLUS DM-i, which uses the fourth-generation DM technology, has a fuel consumption of 3.8L per 100 kilometers and a comprehensive cruising range of 1,200km. This level has made many users feel that this is the "ceiling" of the fuel-saving ability of family cars.The fifth-generation DM technology directly achieves an engine thermal efficiency of 46.04%, a fuel consumption of 2.9L per 100 kilometers and a comprehensive cruising range of 2,100km. Coupled with a starting price of 99,800 yuan, it directly makes Qin L "take off".According to official data, Qin L sold a total of 20,100 units in June, the only full month, accounting for nearly 30% of the total sales of the entire Qin family.
In fact, the Qin L is not the first product that claims to have a comprehensive range of more than 2,000 km.Fengshen L7、Chery Fengyun A8The Yuanhang version and others are said to be able to achieve a comprehensive range of more than 2,000 km, but in reality it seems that only the 2,000+ km range of the Qin L has caused sufficiently widespread discussion, which is undoubtedly directly related to BYD's influence in the new energy market.
Xiaotong has participated in the energy-saving competition of BYD Qin L and was indeed deeply impressed by its energy consumption performance: after driving 100km in the urban area of Guangzhou during the morning rush hour and experiencing two long congested sections, the comprehensive fuel consumption was still 2.48L per 100km. Although it is not possible to directly feel the strength of Qin L's 2000+km comprehensive endurance for the time being, such energy consumption performance is obviously within the range that most family users can afford.
For the brand, as the first product equipped with the fifth-generation DM technology, the best-selling BYD Qin L has laid a solid foundation for the subsequent comprehensive application of the fifth-generation DM technology.According to the plan, Song L DM-i, Song PLUS DM-i, Hiace 05 and other new cars will be launched this year. With the market recognition of Qin L and Hiace 06, new cars using the fifth-generation DM technology will surely be more easily accepted by the mainstream market audience. For other car companies, if they want to grab market share from BYD, it may not work to rely on price cuts soon, and they must fight hard in the field of technology.
Xiaopeng X9 is the first new car launched this year, and it is also the first MPV in the new power camp. In China, the reasons for buying MPVs are actually very simple, either for family use or for business travel. Because of this, they attach great importance to the safety and market reputation of the product, and their first choice will also beD9、Buick GL8In contrast, there is no precedent of new forces selling well in the MPV market, and the MPVs launched by new forces are difficult to be recognized by users.
In addition, due to the imperfect energy replenishment system,Zeekr009, DENZA D9 EV,Lantu DreamerEV and other high-end pure electric MPVs have not received much positive feedback in the market. As early as the stage when Xiaopeng X9 was first exposed, Xiaotong was already worried about the prospects of Xiaopeng X9.XiaopengThe results in the first half of 2023 are not optimistic.Xiaopeng G6and new modelsXpeng G9Although the downward trend has been reversed, Xiaopeng still needs a product with higher sales volume to stabilize its basic sales base.
As for pure electric power and energy replenishment, which are of great concern to consumers, the Xpeng X9 focuses on demonstrating a solid range. Its maximum range of 720km, energy consumption of 16.2kWh per 100km, and ability to replenish 300km after charging for 10 minutes have indeed changed many consumers' views on pure electric MPVs. In addition, the addition of standard rear-wheel steering, "refrigerator, color TV, large sofa", XOS Tianji smart cockpit system, and smart dual-chamber air suspension make the Xpeng X9 more competitive in the 400,000-level MPV market.
In terms of sales, Xiaopeng X9 became the sales champion in the pure electric MPV market with a cumulative sales volume of 13,143 units in the first half of this year, and ranked first in the "Pure Electric MPV Market Above 300,000 Yuan" list every month.
Judging from the performance, Xiaopeng X9 does not have enough strength to compete with products such as Denza D9 and Buick GL8, but the fact that Xiaopeng X9 can achieve such results shows that there is no problem with its product strength, and the main obstacle to its development is still the energy replenishment system.However, new cars such as Ideal MEGA, Zeekr 009 Brilliance, and LEVC L380 have been launched, and Zeekr MIX and Volkswagen ID.BUZZ have also been unveiled, proving that some car companies still believe that the high-end pure electric MPV market has development potential, so the future of this market segment is still worth looking forward to.
It is worth mentioning that Ideal MEGA had a good chance to become a typical product that must be mentioned in the first half of the year, but in the end we think that Xiaopeng X9 is more worthy of discussion. The reason is simple. When a product is "anti-corruption" and only has an advantage in public opinion in the early stage and weak sales in the later stage, Xiaotong believes that it is an "unsuccessful" product.
Let's discuss the matter objectively. Sales results prove everything. Xiaopeng X9 is the "correct answer" for pure electric MPVs at present.
In terms of sales, BYD is definitely more popular, but in terms of brand popularity,Xiaomi MotorsThe "three-year agreement" has come to an end. Xiaomi Motors has released the all-electric sedan Xiaomi SU7, and it has sold a large number of 88,898 units within 24 hours of its launch. It is really hard to imagine such a result for a new power brand.
Before the launch of Xiaomi SU7, the best-selling pure electric car in the pure electric car market above 200,000 yuan wasModel 3, with monthly sales exceeding 10,000, and the only company that can barely compete with it isBYD HanandZeekr 001After Xiaomi SU7 was launched, its monthly sales quickly reached 10,000 units, with 14,296 units sold in June, while Model 3 sold 18,151 units in June. Although it cannot bring Model 3 down from its pedestal for the time being, it has already seized a lot of market share from Model 3.
Why can Xiaomi SU7 attract such high sales so quickly? In Xiaotong's opinion, on the one hand, it comes from Lei Jun's personal charm. Lei Jun mentioned in his annual speech on July 19 that many "Mi fans" placed orders without test driving the car. On the other hand, it is naturally due to its good product competitiveness.
Thanks to the Pengpai OS system of "Renchejia", the intelligent experience of Xiaomi SU7 is stronger and more comprehensive than other competing products such as Model 3 and Zeekr 001. It can not only realize the deep interconnection between mobile phones and car systems, but also the addition of Xiaoai large model further enhances the understanding and control capabilities of voice recognition. For users who already have the "Xiaomi Family Bucket" at home, Xiaomi SU7 can make Xiaomi ecological chain devices more effective.
Secondly, in terms of hard power, the Xiaomi SU7 is a pure electric car that is more fun to drive. Performance and control are the hurdles that must be overcome. Its 0-100 acceleration reaches 2.78s, and its top speed can reach 265km/h. The chassis also incorporates a full stack of self-developed control algorithms, which makes the vehicle's shock absorption and braking effects better. In terms of battery life, the entry-level Xiaomi SU7 has a CLTC pure electric range of more than 700km, which is also a superior level in the pure electric car market of just over 200,000 yuan.
As for its real product significance, Xiaotong believes that it has awakened new energy consumers' attention to "performance" and "sports", and this result should exceed many people's expectations. In Xiaotong's expectation, Xiaomi SU7 should be the best spokesperson for "intelligence", but based on the current research and development progress, Xiaomi SU7 may only have the cockpit in the leading position in intelligence, and other capabilities such as automatic parking and intelligent driving are mediocre.
In any case, the arrival of Xiaomi SU7 has injected more vitality into the industry and attracted many consumers who originally did not pay attention to new energy vehicles to pay more attention to the industry. But looking at this point, Xiaomi SU7 has made an indelible contribution.
Before the launch of Xiaomi SU7, a new force known as "Xiaomi in the car circle" was quietly rising in the domestic new energy market.Zero RunLike Xiaomi in the technology field, when other new forces want to ensure their high-end brand positioning, the products launched by Leapmotor will show their "high cost performance" without any cover.The Leapmotor C10, which was launched in early March, is the first new energy SUV launched by the new forces camp this year. The new forces SUVs such as Ideal L6 and Nezha L that were launched later also played the card of high cost-effectiveness.
The price range of Leapmotor C10 is 128,800-168,800 yuan, covering extended-range power and pure electric power. Let's first look at the hard power. In terms of size, Leapmotor C10 is positioned as a medium-sized SUV, and the "room ratio" is as high as 66.8%. In addition, "big bed mode" and comfortable seats are all available. What's more interesting is the intelligent configuration.In terms of battery life, which is something that users care about more, the Leapmotor C10 extended-range version directly provides a pure electric range of 210km. Such strength is indeed very suitable for home use scenarios: on the one hand, there is no need to worry about the anxiety of refueling caused by long-distance travel, and on the other hand, it reduces the refueling cost for medium and short-distance travel.
Based on the advantages of the LEAP 3.0 platform, the computing power of the 8295 chip built into the Leapmotor C10 is fully utilized, which can not only drive the vehicle system, but also drive basic assisted driving and cabin audio.More importantly, the Leapmotor C10 uses NVIDIA Orin-X chips and lidar to specifically handle the field of intelligent driving, and can achieve NAP on highways/urban areas.
SUVs in the 130,000 yuan range are not uncommon, but at this price point, they are equipped with space dimensions close to medium-sized and large SUVs and more powerful intelligent configurations, which seems to be the only one that can do so. Admittedly, Leapmotor's influence in the domestic market is far less than that of traditional independent brands and "Wei, Xiao, and Li Auto", but with its sincere cost-effectiveness, Leapmotor has successfully squeezed into the first echelon of sales in the new forces camp, and its monthly sales in June were second only toIdeal Auto。
However, in the long run, "involution" is always a stopgap measure. Whenever there is a chance to breathe, car companies should allocate as much energy as possible to cultivate their internal strength. The reason for this is that the reputation of Leapmotor's products still has room for improvement. We can often see users' criticism of Leapmotor products on platforms such as Chezhi.com. Xiaotong certainly knows that "affordability" also has a corresponding price, but Leapmotor should also think more about "poetry and distance".
Dark BlueWhen the car released the Deep Blue G318, Xiaotong's first reaction was surprise. After all, Deep Blue has always relied onDark Blue S7andDark blue SL03Two new energy products for home use have established themselves in the market. Can they be recognized by the market if they rashly enter the off-road vehicle market?
After further investigation, we learned that the main reason supporting Deep Blue to launch off-road vehicles is the Deep Blue Super Range Extender 2.0 technology, and the Deep Blue G318 is the first new energy product equipped with this technology.From a technical perspective, its electric drive, range extension and battery have all been fully upgraded and entered the 2.0 era. The official said that 1L of oil can generate 3.63 kWh of electricity. This oil-to-electricity conversion efficiency is the highest among mass-produced vehicles in the world. A tank of oil can generate 218kWh of electricity. In addition, the electric drive system has a higher degree of integration and power density. The thermal efficiency of the new Blue Whale engine reaches the top level of 44.28%.
Thanks to such strong power generation capacity, the Deep Blue G318 can show its strength in outdoor experience - it supports 6kW external discharge, 12kW on-site parking power generation, and 3.3kW in-vehicle discharge power, which is a height that other off-road models cannot reach for the time being.
It is worth noting that in the launch conference of Deep Blue G318, the official directly stated “Deep Blue G318=Ideal L7+Equation Leopard 5"It is used to show that the Deep Blue G318 has the functions of both an urban SUV and an off-road vehicle, without any fear of offending these two friendly competitors.
The ability of Deep Blue G318 in urban road conditions lies in its low energy consumption. Data shows that the pure electric range of Deep Blue G318 two-wheel drive version and four-wheel drive version is 190km and 184km respectively, and short-distance travel can almost be completely powered by electricity. Under low-power fuel consumption, the two-wheel drive version and four-wheel drive version have a fuel consumption of 6.1L and 6.7L per 100 kilometers respectively, while the fuel consumption of traditional hard-core off-road vehicles in urban road conditions is at least 10L.
In order to meet the passability required in off-road conditions, the Deep Blue G318 has an ET all-terrain system that can provide a variety of modes to adapt to different environments. Many off-road models can do this, but what is more difficult to do is that the 200,000-level models are equipped with R-EPS steering systems and air suspension + CDC + active magic carpet and other configurations.
Most consumers may not need a pure off-road vehicle. Their main vehicle usage scenarios are concentrated in cities or suburbs. Vehicles with medium and low off-road capabilities can already meet their needs. On this basis, the Deep Blue G318 also takes into account good fuel-saving capabilities.
With the help of new energy technologies andChangan AutomobileThe group's manufacturing system advantage has resulted in a very enthusiastic market response for the Deep Blue G318. According to official data, the Deep Blue G318 received 14,126 orders within 120 hours of its launch. According to the plan, the Deep Blue G318 will start delivery in mid-August.Jietu TravelerandHaval Big DogThe monthly sales of similar models are about 6,000 units. The popularity of the Deep Blue G318 after its launch is enough to prove its market recognition.JietuWith the launch of "square box" SUVs such as Shanhai T1 and iCAR V23, and the strength of Deep Blue G318, we will see how long Deep Blue Automobile can maintain its popularity in the off-road vehicle market.
In addition to the five new energy products mentioned above, there are many other heavyweight models in the first half of the year, such as the Chery Fengyun A8, which competes with the Qin PLUS DM-i, the Yangwang U9, another domestic sports car with a price of over one million yuan, and the joint venture SUV with a pure electric range of over 700km for less than 200,000 yuan.Kia EV5 720 long-range version, extended-range model with pure electric range increased to 318kmLANTU FREE 318 and so on.
Relatively speaking, the new cars released in the first half of 2024 have relatively rich features, or we can describe it in a more understandable way, that is, "can arouse the interest of consumers." As for the specific means, some car companies will rely on novel designs, while others will rely on advanced technologies... In any case, there is no shortage of "star products" in the first half of 2024.
Judging from these new cars, there are many products that focus on mainstream market segments, including new energy vehicles with low energy consumption and high configuration, which have brought guarantees for brand profitability. It is worth noting that niche products such as the pure electric MPV Xiaopeng X9 and the hardcore off-road SUV Deep Blue G318 have also been recognized.
This also shows that although there are certain market risks in the niche market, as long as the car companies' innovations in technology and products do not deviate from the real needs of consumers, consumers will gradually accept these niche new energy vehicles.Moreover, the fact that these niche products can become popular means that the new energy vehicle market is developing in a diversified direction, which is beneficial to both consumers themselves and the development of the vehicle market.
According to the product planning of various automakers, competition in the second half of the year will only be more intense than in the first half. First of all, new power brands,Hongmeng Intelligent DrivingThe first pure electric coupe SVU Zhijie R7 and executive sedan Xiangjie S9 will be launched in the second half of the year.QJM7They are not mainstream yet, but with Huawei's brand influence, the two products are likely to have great popularity in the early stage of listing.
NIOThe sub-brand Ledao will officially launch Ledao L60 in September.Model YThe pure electric mid-size SUV has the advantage of battery replacement that Model Y does not have. Can Ledao L60 rely on this advantage to "kick out the detective" of Model Y?
Xiaopeng MONA M03 will be launched in August. Will the 100,000-level price range and intelligent driving advantages boost Xiaopeng Motors' sales?
Looking at traditional brands, BYD,auspicious、Guangzhou AutomobileIn addition to continuing to enrich the Haiyangwang and Dynasty families, BYD Group will also launch the large SUV Leopard 8 and the medium-sized pure electric SUV Leopard 3.
Geely's Galaxy E5,Lynk & CoZ10, Zeekr MIX,Extreme07 and others have been exposed and these cars will be released in the second half of the year.
AionSecond GenerationAION VConfirmed to be launched on July 23, Changan Automobile GroupAvita 11、Avita 12andAvita07, will all use the latest Huawei Qiankun system 3.0, and the intelligent driving capabilities will be further enhanced.
These new cars basically cover the mainstream new energy market segments. According to the brand influence and system strength, the prices and configurations of these new products may refresh consumers' "three views". Even a strong company like BYD will feel the pressure of competition in the face of so many new products.
According to the analysis of market development rules, such fierce competition is often a sign of a major market reshuffle. Car companies have made intensive appointments to launch new products in the second half of 2024. In fact, some of these products are the "last chance" of mid- and downstream car companies. This is their last chance. If they cannot succeed with new cars, they may be completely reshuffled out.
Xiaotong believes that at this stage of development, new energy vehicles have almost reached the ceiling of current technological levels in many technical aspects. Battery technology cannot be broken through in a short period of time, and intelligent capabilities are at their limit... If you observe carefully, you will find that many new energy vehicles are now highly homogenized, and car companies can only find differences in design.
In other words, the market growth relying on the dividends of technological progress has basically disappeared, and what will face the majority of automakers next will be a brutal elimination round.
Executives including Yu Chengdong believe that the market will be reshuffled in the future until only a few car companies remain. Such a future may be some distance away from us, but we should also have expectations: the reshuffle may have already begun.
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