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The sales of BYD and Ideal account for 55.71% of the total sales of all brands in the table. Sales are increasingly concentrated in leading companies, leaving less and less space for other new energy brands.

Text丨Zero Sauce of Zhijia.com
Editor: Langlang Mountain and Mingzhi Mountain

Although the tone has been set by the top management and everyone is attacking the weekly charts, it is becoming less important whether one is included or not, or whether one follows or not, because the results are already out.

This may not be the end, but at least at this stage winners and those who are about to be forced to leave are emerging.

In the first month of the second half of 2024, 24 new energy vehicle brands achieved a total sales volume of 703,251 units, a slight decrease of 0.9% compared with the previous month.

It should be noted that among the 24 brands in the sales list compiled by the editor of Zhijiabiao, 9 brands experienced a month-on-month decline. Under this premise, the top two brands, BYD Group and Ideal Auto, both achieved both year-on-year and month-on-month growth, and their combined sales accounted for 55.71% of the sales in the list.

The industry's attention and consumers' money are increasingly focused on leading companies, and the gap left for other new energy brands is becoming smaller and smaller.

01.
Two sides in the vortex

On July 13, Yang Xueliang, senior vice president of Geely Group, angrily denounced "involution" in front of Li Yunfei, general manager of public relations of BYD. Unlike its previous response to Great Wall's Li Ruifeng, BYD did not further deepen the controversy this time.

At the end of July, Li Bin, chairman of NIO, and He Xiaopeng, chairman of Xpeng Motors, opposed the "weekly list". Li Bin and Qin Lihong regarded the "weekly list" as a reflection of the low quality of Chinese cars, while He Xiaopeng had a higher purpose and directly valued the technological development level:

"Americans are thinking about how to make end-to-end autonomous driving assistance technology better and how to do better than humans. For example, after Tesla's end-to-end large-scale model, FSD is completely different from before. Next year, American intelligent driving end-to-end system products will be better than experienced drivers. Chinese technology companies are still working on the 'weekly sales charts', which is not how technology competition should be."

Ma Lin, the public relations director of NIO, even @李想 on Weibo for this, and Yang Xueliang later expressed his agreement with this view on Weibo.

Despite being challenged, Ideal Auto has remained silent. From last month to this month, the official has not participated in any form of discussion in public. Only Li Xiang himself posted a picture on WeChat Moments, secretly saying that he was "covering his ears and stealing the bell."

The war of words in the automotive industry, which used to happen once a month, became two times in July, and the targets of these two times were the top two on the sales list.

It’s hard to say whether it’s pure coincidence or not.

BYD's sales of all new energy vehicles exceeded 340,000 units in the past July, which is the fifth consecutive month that its monthly sales have exceeded 300,000 units. It is undoubtedly the number one on the list again.

At the product level, BYD launched two new DM-i models in July - the 2025BYD Song（parameter丨picture) L DM-i and 2025 modelsSong PLUS DM-iThe new "Song-Song" models are both equipped with BYD's fifth-generation DM technology, and are available in five configurations with a price range of 135,800-175,800 yuan.

In addition, this week Fangchengbao announced the brand's first anniversary renewal strategy, its main model -Leopard 5The entire series is directly reduced by 50,000 yuan, without any routines or gameplay. The price of the entire series is reduced to 239,800-309,800 yuan regardless of version, and the configuration remains unchanged.

Of course, this unsurprisingly sparked protests from older car owners.

As BYD's two high-end brands,TengshiThe sales volume of Fangchengbao has always been hidden under the group sales volume of more than 300,000 and has not received much attention.

Among them, the D9, as the main selling model of the D9, has encountered more competitors in recent months. Xiaopeng, Zeekr and Geely have successively launched MPV models, which has led to a decline in the sales of the D9.BYD N7, its monthly sales volume is basically slightly lower than that of the Formula Leopard 5, around 2,000. BYD’s competitiveness in the 250,000-350,000 yuan range is obviously not as strong as its main battlefield.

Ideal achieved sales of 51,000 vehicles this month, achieving its best performance in history after breaking 50,000 for the second time since December last year. Its main selling model this month is still the L6. This (relatively) low-priced model launched after the failure of MEGA and the tightening price war has successfully dispelled the haze of Ideal, with sales exceeding 20,000 for three consecutive months.

On the product level, Ideal began pushing OTA 6.1 version of the car system update to Ideal L series and Ideal MEGA users on the last day of July. The upgrade focuses on smart driving, smart space and smart electric, with a total of 6 new functions added and 9 experiences optimized.

This upgrade adds automatic emergency steering through AD Max. Fully automatic emergency steering (AES) can wake up quickly and automatically perform avoidance without manual steering assistance. The "anti-cut-in" capability has been upgraded to achieve closer cut-in and collision avoidance capabilities for vehicles and cyclists in front. The new version also upgrades the following capabilities of intelligent driving functions such as NOA and LCC.

Ideal AD Pro has also been upgraded, with a new continuous cone warning function. When the vehicle detects multiple continuous cones in adjacent lanes, it will issue warning reminders through the HUD, EID interface and system sound to improve driving safety.

The other three protagonists in the above debate: NIO, Xpeng and Geely all had decent sales in the past July.

Geely Group's overall sales in July were 150,782 vehicles, with new energy vehicle sales of 59,051 vehicles, a year-on-year increase of 58%; the cumulative sales of new energy vehicles from January to July were 379,236 vehicles.

If calculated by automobile group, Geely should be ranked second after BYD, followed by Chery Group and Great Wall Group.

The sales of Galaxy and Lynk & Co were relatively stable in July, but Zeekr saw a year-on-year decline of 22.14%, ending two consecutive months of sales of over 20,000. This was also the first time that Zeekr's sales fell after its IPO.

"ZEKR aims to achieve an average monthly sales of 20,000 units in the third quarter and 30,000 units per month in the fourth quarter. We are confident that we will achieve the annual sales target of 230,000 units."

Although An Conghui, President of Geely Holding Group and CEO of Zeekr Intelligent Technology, has a firm attitude, it should be noted that Zeekr's current sales in the first seven months were 103,525 vehicles, completing 45% of its sales. If Zeekr really wants to achieve its first sales target after listing by the end of the year, it will inevitably participate in a more intense price war.

In terms of product, Galaxy and Zeekr each launched new cars in July.

July 24, GeelyGalaxy L6The Creative Edition is on the market, priced at 129,800 yuan.

On July 10, Zeekr's first family SUV was officially named "Zeekr 7X", positioned as a luxury large five-seater SUV. Built on the SEA vast architecture, the Zeekr 7X integrates the Zeekr experience. It is expected that the entire series will be equipped with 800V architecture and silicon carbide motors, and provide lithium iron phosphate and ternary lithium battery packs, with a range of more than 700km.

In late July, the all-new Zeekr 009 was launched globally, with orders exceeding 6,000 units in 10 days. On the last day of July, Zeekr delivered its 300,000th new car. It took 33 months from 1 to 300,000.

Xpeng Motors, which holds high the "end-to-end" banner, continued its slow sales recovery trend since the beginning of this year in July, maintaining sales of over 10,000 units with a month-on-month growth rate of 7.93%.

In July, Xiaopeng Motors successively announced the appearance and interior of MONA M03, which is expected to be officially launched in August. The slight change is that He Xiaopeng previously defined MONA as a 150,000-level model, which has quietly upgraded to a 200,000-level model when it was released.

On July 30, with end-to-end support, Xpeng's autonomous driving XNGP was officially upgraded from "can be driven throughout the country" to "easy to use throughout the country". He Xiaopeng announced at the "Xpeng Motors AI Intelligent Driving Technology Launch Conference" that the AI ​​Dimensity system XOS 5.2.0 version will be pushed to global users in full.

NIO's sales in July fell slightly by 3.35% month-on-month, but still maintained at 20,000. The increasingly stable sales made the NIO team more relaxed when talking about technology: at NIO IN, NIO announced the successful tape-out of its self-developed chip Shenji NX9031, the release of SkyOS, the vehicle-wide operating system, and the launch of the second-generation NIO Phone. "Leading in technology and experience" is becoming NIO's vision.

02.
More than 20,000 heads

In a month when people were denouncing the rolls and not the rolls, some brands still quietly sold more than 20,000 units.

Hongmeng Zhixing, which was originally competing very hard, lost more than 10,000 units to Ideal this month, with overall sales of 44,090 vehicles, a slight decrease of 4.45% from the previous month.

Specific to the model, the highest priceQJM9The largest number of deliveries was recorded, with 18,047 units delivered in a single month setting a new record, making it the sales leader among models priced over 500,000 yuan.

followed byQJM7, a total of 16,562 units were delivered, making it the top-selling new Chinese car model from January to July this year. Currently, the total sales of the car have exceeded 200,000 units, accounting for half of the world's brands.

The new M5 delivered 6,926 units in July, and a total of 17,229 units were delivered in 15 weeks after its launch, which is slightly weaker than the previous two models.

The sales volume of Wenjie still proves that the cooperation between the two parties is correct and successful.

On July 29, SERES and Wenjie officially announced that they will continue to jointly build the Wenjie brand. This is also a reasonable way for the two to break the "breakup" rumors after Huawei transferred the Wenjie brand trademark. Yu Chengdong, Chairman of the Intelligent Automotive Solutions BU, and Zhang Xinghai, Chairman (founder) of SERES Group, showed their love.

It is a bit regrettable that Yin Tongyue once said that the direct S7, as the first important project, still did not perform well in July, with 2,555 units sold. The good news is that the brand's second model, the Zhijie R7, will be launched in September, which will boost the sales of the Zhijie brand.

And a few days later on August 6, another world of Hongmeng Intelligent Driving, Xiangjie S9 will be officially launched. The previously announced pre-sale price of the car is 450,000-550,000 yuan.

Chery finally made it to third place this time, just one position away from seeing "Wang Chuanfu's back". Although it is a month later than planned, we can still open some champagne to celebrate.

The sales of each brand are as follows. In the new energy sector, only the iCAR brand hasiCAR 03 All of them are pure electric products, with monthly sales of 6,065 units, a slight increase of 158 units from the previous month, which is a good trend. Zhijia.com has always believed that the sales volume released by Chery is "not online-friendly enough" and hopes that the monthly sales volume of popular models can be released later.

Product level,RuifengCloud 10 andJETOUR X70 PLUSAll of them will be launched this month, includingStormThe T10 adopts a plug-in hybrid power mode, and the three models are priced between 189,900 and 229,900 yuan.

After achieving sales of over 20,000 units for the first time last month, Leapmotor continued to perform strongly in July, with sales of 22,093 units, ranking sixth in the table and third among new forces. According to Leapmotor’s official data, the C16 received over 10,000 orders in the first month of its launch.

Zhu Jiangming achieved half the ideal sales volume with almost half the ideal price, while maintaining sufficient gross profit per bicycle. Leapmotor is making itself a unique new force in the automobile industry.

03.
Below the Divide

In July, Changan Group, which has long been fighting with Geely Group in the RMB 10,000 range, took action at the product level.

On July 25, Deep Blue S07 was officially launched, with four "Qiankun" models priced at 18.99-21.99. Deep Blue S07 is Huawei's first Hi mode partner equipped with ADS SE outside of the "four realms".

At the beginning of the release of ADS SE, Huawei defined this function as "intelligent driving for all", which means that the models equipped with this solution are affordable and require the models to have more comprehensive power modes. Coincidentally, Deep Blue S07 meets both of the above points. Therefore, although the cooperation between Huawei's pure visual intelligent driving solution and Deep Blue started later than Baidu and Jiyue, its high efficiency and large scale of installation make it expected to occupy the first place in the short term.

Unlike Shenlan's smooth sailing, its fellow brand Qiyuan saw a 17.97% month-on-month decline, which may be related to the fact that its existing products do not have many features and its price advantage is not prominent.

However, its first transformable new car, Changan Qiyuan E07, released at the Beijing Auto Show, attracted considerable attention.

The biggest feature of Changan Qiyuan E07 is that it has three body shape-changing functions: "SUV, pickup truck, and coupe": that is, when the rear is in a fully closed state, the roof line continues to drop, which is quite like the style of a coupe SUV, and its upper part can be opened electrically like a sunroof, and when it is fully opened, it looks like a pickup truck.

In July, Changan Qiyuan E07 officially rolled off the production line at Changan Automobile's Digital Factory. Its estimated retail price may be between 300,000 and 500,000 yuan, making it the most expensive model under its brand.

In addition, Changan has also launched an independent marketing team for E07. This also means that although both are products under the Qiyuan brand, the sales team is divided into two parts. The three existing products are managed by the original Qiyuan sales team, while Qiyuan E07 has a dedicated team to operate.

The level of attention Qiyuan receives is commensurate with what Zhu Huarong described as “Changan Qiyuan is the cornerstone of Changan’s future development.”

As the only joint venture brand in the table, ID. has a spirit of "standing to the end". Not only has it maintained double-digit growth both year-on-year and month-on-month, it has also continuously launched new models, striving to win back the market while enriching its product line.

On July 31, SAIC Volkswagen launched the "Smart Model", including VolkswagenID.3A total of 5 models were launched, with a price range of 129,888-147,888 yuan. Volkswagen ID.4X launched a total of 3 models, with a price range of 159,888-211,888 yuan. The new car has been upgraded in terms of intelligent voice, intelligent cockpit and intelligent driving assistance.

Xiaomi Auto's sales volume has been basically revealed in Lei Jun's annual speech, and the number of 10,000+ has not changed much. There is no other news about Xiaomi Auto's products this month.

As for Lei Jun himself, after launching the live broadcast craze, he once again triggered a "racing license" craze. After Lei Jun made public that he and more than 100 senior executives have racing licenses, Great Wall Motors Chairman Zhu Huarong and Geely Group Senior Vice President Yang Xueliang have followed suit. I wonder how long this wave of "Lei Jun fever" will last.

03.
There is also spring for vehicles below 10,000

The performances of Arcfox and Lantu, which are at the bottom of the list, are significantly outstanding: Arcfox’s sales have exceeded 8,000 for two consecutive months, and Lantu’s sales have increased month-on-month for four consecutive months.

The two cost-effective models, Koala and Alpha T5, are likely to be the key to the sales of Polar Fox exceeding 8,000 units. These two models alone received orders for more than 7,000 units in June. Unfortunately, Polar Fox did not announce the performance of the two vehicles in July this time.

Although Lantu did not launch any product-level actions in July, its high-end pure electric SUV, Lantu Zhiyin, will be available for pre-sale in August. The new car is developed based on Lantu's new generation of self-developed pure electric platform, equipped with CLTC 901km range, 800V high-voltage SiC platform, 5C ultra-fast charging technology and other capabilities.

Another thing that needs to be noted is that among the six brands whose sales volume in the table is less than 10,000, three brands have HI model cooperation with Huawei.

Um, that's a bit intriguing.

05.
Aion and Great Wall: Two Different Stories

Similar to last month, Zhijia.com still does not include Aion in this month’s sales ranking, as Aion’s data remains questionable.

In last month’s sales statistics, Zhijia.com did not include the figures published in Aion’s sales poster because the difference between the figures published in GAC Group’s production and sales report was too large.

Let's review again, according to the production and sales report, from January to June this year, GAC Aion's total sales volume was 126,329 units, a decrease of 39.65% compared with the first half of last year, and the annual target completion rate was only 18%.

However, according to the posters released by Aion from January to June, its sales volume was 177,366 units, a difference of 51,037 units, equivalent to an error of nearly 10,000 units per month. As of press time, Aion has not responded to the reason for this "error". Currently, GAC Aion is preparing for an IPO on the Hong Kong Stock Exchange. It is unknown whether the recent decline in sales will affect Aion's progress in listing on the Hong Kong Stock Exchange.

In July, Aion released the second-generation AION V, Aion Tyrannosaurus Rex, with seven models priced between RMB 129,800 and RMB 189,800. The LiDAR version supports NDA for cities without images, covering 35 main scenes and 357 sub-scenes, achieving over 99% coverage of urban, suburban, and rural scenes. It was first opened to some users in August and then to users nationwide in September.

We will calculate Aion's sales volume according to GAC Group's production and sales report when summarizing sales next month. For reference, the sales poster number officially released by Aion in July is: 35,238 vehicles.

Like Aion, Great Wall's sales data also fell.

From the overall data, Great Wall Motors sold 91,285 vehicles in July, down 16.32% year-on-year, 10 percentage points more than the previous month's year-on-year decline of 6.55%, and the production volume also showed the same trend, down 13% in June and 22.5% in July.

Great Wall Motor's sales in May fell 9.51% and its production fell 6.75%.

From the perspective of brand, almost all brands except the Tank brand experienced a year-on-year decline.

Haval brand sold 52,944 vehicles this month, down 15.92% year-on-year, and the cumulative sales from January to July were 352,682 vehicles, down 0.82% year-on-year. WEY brand sold 2,765 vehicles this month, down 58.43% year-on-year, and the cumulative sales from January to July this year were 22,632 vehicles. Great Wall Pickup sold 12,028 vehicles, down 24.07% year-on-year, and the cumulative sales from January to July this year were 103,944 vehicles, an increase of 3.6% year-on-year.

For three consecutive months, both production and sales have fallen.

It is easy for the industry to believe that Wei Brand’s decline is due to the squeeze from new forces, but Great Wall has its own opinion on this.

During the live broadcast of the Weipai Blue Mountain Intelligent Driving Edition on August 2, Liu Yanzhao, general manager of the Weipai brand, said:

"We are a profitable company. We have a large amount of continuous and stable R&D investment every year. As a healthy and profitable enterprise, there is no reason why we cannot compete with a new force that may still be losing money."

Liu Yanzhao's use of the word "profit" is a bit conservative.

On July 10, Great Wall Motor released its 2024 semi-annual performance forecast. The content shows that in the first half of 2024, Great Wall Motor expects to achieve a net profit attributable to the parent company's owners of 6.5 billion to 7.3 billion yuan, an increase of 377.49% to 436.26% over the same period last year.

For reference, Great Wall Motors' total operating revenue in 2023 is 173.41 billion yuan, and its net profit attributable to the parent company is 7.008 billion yuan. In the first half of this year, Great Wall Motors' performance basically achieved the profit of the whole year last year in half the time.

In recent years, Great Wall Motors has continued to increase its investment in research and development, exceeding 11 billion yuan in 2023 alone, with 1,131 public patents in the field of intelligence; it has a R&D team of 24,000 people, which means that one out of every four employees in Great Wall Motors is a R&D engineer.

"If a traditional large company wants to do something, we set a goal and we will definitely do it better."

Four words: wealthy and powerful.

With the help of krypton gold, Wei brand is becoming the banner of Great Wall Technology.

For three consecutive months, both production and sales have fallen.

However, on July 10, Great Wall Motors released its 2024 semi-annual performance forecast. The content shows that in the first half of 2024, Great Wall Motors expects to achieve a net profit attributable to the parent company's owners of 6.5 billion to 7.3 billion yuan, an increase of 377.49% to 436.26% over the same period last year.

For reference, Great Wall Motors' total operating revenue in 2023 is 173.41 billion yuan, and its net profit attributable to the parent company is 7.008 billion yuan. In the first half of this year, Great Wall Motors' performance basically achieved the profit of the whole year last year in half the time.

Compared with brands like BMW that have voluntarily withdrawn from the price war, Great Wall can be said to be the first domestic brand to retreat in order to advance. It has low-key and comprehensive electrification, breaking out of the passive price war. Although sales have declined, it has preserved the most valuable cash flow for long-term competition.

Nowadays, it is no longer important whether you are popular or not. What matters is that major brands need to understand why they can gain a foothold in this market and why you are needed by the market?

Only by understanding this can one transcend the Three Realms and be outside of the Five Elements.

The second half of 2024 seems to be returning to common sense.

Don't follow the crowd, don't go with the flow, and don't live the way you once hated. Behind the brand character of a car is the character of its founder.

Be yourself and don't let others change you.

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