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Released by China Association of Automobile Manufacturers

The latest automobile production and sales data show

July

my country's auto market sales volume reached 2.262 million units

A year-on-year decrease of 5.2%

Stand for trade-in subsidies upgrade

And the crossroads of new car price war choices

The performance of automobile companies has attracted much attention from the consumer market

The pace of market transformation and development of many auto companies is slow

Impact on future development

Chen Shihua, deputy secretary-general of the China Association of Automobile Manufacturers, told the China Consumer News reporter that the auto market entered the traditional off-season in July, and the production and sales rhythm of some manufacturers slowed down, which is one of the reasons for the relatively flat performance of the overall market. But overall, the growth of the auto market remains within a reasonable range and is above the expected growth value.

The reporter noticed that as market competition becomes increasingly fierce, the market performance of many automakers has been greatly impacted due to their slow pace of market transformation and development. Take Haima Automobile, which was established nearly 40 years ago and was listed on the A-share market earlier due to its extensive market influence, as an example:On August 6, the production and sales data released by Haima Automobile showed that the cumulative car sales from January to July were 5,918 units, a year-on-year decrease of 66.56%.

The reporter browsed the official website of Haima Automobile and saw that the first model in Haima Automobile's sales lineup is the 2020 Haima 8S, which has been on the market for more than 4 years. At a time when automobile technology is developing rapidly, Haima Automobile's slow product launch strategy has seriously affected its product competitiveness.

at the same time

July

Sales of joint venture car brands mostly declined year-on-year

Among them, Dongfeng Honda sold 14,300 units that month, a year-on-year decrease of more than 60%.As a classic model of Honda, the Civic has long been in the "10,000-unit club" for monthly sales since it entered the domestic market in 2006. However, as the price war of new cars and the concept of electrification gradually gain popularity, the monthly sales of this star model are currently less than 4,000 units.

Yan Jinghui, a member of the Expert Committee of the China Automobile Dealers Association, told reporters that the reason why joint venture automakers generally saw a year-on-year decline in sales is still due to their slow transformation to electrification, resulting in a lack of competitive product supply.

Fuel vehicle "counterattack" is underway

Hybrid models are popular among consumers

In recent years,From the perspective of consumer demand, intelligent networking functions are the main reason why people prefer to buy new energy vehicles. And with the empowerment of the new architecture, the lack of intelligence in traditional fuel vehicles has also been significantly improved.

On August 8, market research firm J.D. Power released the results of its 2024 China Automotive Intelligent Experience Study. The study shows that by 2024, the level of intelligentization in China's automotive industry will reach a new high, includingThe level of vehicle intelligence, including fuel vehicles, has been significantly improved。
　　

Yan Jinghui said: "Today, consumers' purchasing decisions are shifting towards intelligent needs. For car companies, intelligence will be a battleground. From the information on new car launches, it can be clearly felt that in order to meet the car demand of the consumer market, fuel vehicles are launching an intelligent counterattack."

Taking a fuel vehicle that will be launched at the end of this month as an example, it not only has the intelligent functions that are standard for new energy vehicles, but also has the high-end intelligent driving functions that were previously exclusive to new energy vehicles installed on mass-produced new cars. Both the number of sensors and intelligent capabilities exceed the average level of new energy vehicles of the same level.

In addition, how to find a new balance between traditional fuel vehicles and new energy vehicles, hybrid models that can run on both oil and electricity have undoubtedly become a new choice.Compared with pure electric vehicles, plug-in hybrid vehicles are favored by consumers due to their high flexibility and long driving range. Data shows that in July,The sales volume of various plug-in hybrid models increased by more than 30% year-on-year, has become an important choice for traditional car companies to adapt to the development trend of the car market.

Demand for small electric vehicles is weak

Simply pursuing low prices is not a long-term development strategy

In the past, small electric vehicles captured the hearts of many consumers with their low prices and exquisite appearance. However, with the change of consumer concepts, small electric vehicles have gradually lost their former glory.
　　

According to the data from the China Passenger Car Association, in July,The market share of small electric vehicles has decreased significantlyCui Dongshu, secretary general of the National Passenger Car Market Information Joint Conference, explained to reporters thatThe tax exemption policy for micro electric vehicles with a range of less than 200 kilometers will end at the end of MayThe sales of short-range electric vehicles, which used to sell an average of more than 20,000 units per month, have shrunk dramatically. "The scrapping and renewal subsidies have driven plug-in hybrid models to further divert demand from fuel vehicles, but it is clear that small electric vehicles are not the first choice for a family's second car."
　　

Changes in consumer market demand

To a great extent, it affects

Market performance of companies selling micro electric passenger vehicles
　　

It is understood that as a representative of the production of "magic cars", SAIC-GM-Wuling has previously benefited from the low prices of its products. Baojun E100, Wuling MINI, KiWi, Yueye and other new energy vehicles that focus on cost-effectiveness have performed mediocre in the market and have failed to replicate SAIC-GM-Wuling's expectations of launching a "magic car".
　　

In fact, too low a price will inevitably reduce R&D costs, and the product will inevitably have problems such as low battery life and insufficient space, falling into a cycle of low price and low quality, which is far from the car experience expected by the consumer market. For example, the Hongguang MINI EV was previously criticized by the consumer market for not having airbags.
　　

Industry insiders said that in the new energy era, mainstream consumers not only pursue low prices, but more importantly, "high value". Blindly pursuing low prices is probably not a long-term development strategy.