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on the eve of the golden september, the new energy vehicle market in august remained hot, continuing the trend of "not being a slow off-season" in july.

according to the data from the china association of automobile manufacturers, the retail sales of passenger cars in a narrow sense reached 1.72 million in july, down 2.8% year-on-year and 2.4% month-on-month. among them, the retail sales of fuel vehicles reached 841,000 units, down 25.4% year-on-year; the retail sales of new energy vehicles reached 878,000 units, with a penetration rate of 51.10%, and the penetration rate of new energy vehicles exceeded the 50% mark for the first time.

as for august, the industry initially estimated that the total retail market size of passenger cars in a narrow sense was about 1.84 million vehicles, a year-on-year decrease of 4.4% and a month-on-month increase of 7%. the new energy market will continue to rise, with new energy retail sales expected to reach 980,000 vehicles in august and the penetration rate expected to further increase to 53.20%.

analysis shows that the booming domestic new energy vehicle market is the result of the accumulation of many factors. it is not only the catfish effect caused by the electrification transformation of traditional automakers, but also inseparable from the joint construction and efforts of new car-making forces.

ideal retains sales crown, leapmotor breaks 3 for the first time

the current domestic auto market is in a state of unprecedented internal competition. new car manufacturers are also doing their best to gain a seat in the mainstream auto market as soon as possible.

among the new car-making forces that have been announced, the overall performance is good, whether it is year-on-year or month-on-month data. if we take breaking "2" in a single month as the benchmark, a total of 4 car companies have achieved it. among them, ideal continues to be the sales champion of new forces, followed by hongmeng zhixing and leapmotor, and nio ranks fourth.

ideal and hongmeng zhixing have been competing against each other secretly. judging from the market performance in august alone, both companies experienced varying degrees of month-on-month declines, but the year-on-year figures showed a significant growth trend, and the gap between the two is also widening.

in fact, in the first quarter of this year, hongmeng zhixing (then huawei wenjie) briefly surpassed ideal for a period of time with monthly sales of 32,973, 21,142 and 31,727 vehicles. it was not until the second quarter that ideal began to buck the trend and surpass hongmeng zhixing, and in the process of catching up, it raised the score to nearly 14,400 vehicles, doubling the gap from the previous month.

the failure of the new car mega was undoubtedly the fuse for ideal's early sales failure. it was also after learning from this lesson that ideal began to return to its original intention of focusing on user value and carried out a series of organizational structure adjustments to focus on its best extended-range model. after stopping losses and turning around, ideal began to make a strong comeback.

on the other hand, although hongmeng zhixing has been suppressed by ideal in the second half, it has always taken a steady and cautious approach, and the overall market fluctuations are not large.

it is worth mentioning that huawei will hold a new product launch conference in a few days (september 10). as one of the most eye-catching events in the technology circle every year, huawei will not only compete head-on with apple, but also showcase more hongmeng intelligent driving new products that the automotive industry is looking forward to.

after talking about ideal and hongmeng zhixing, leapmotor also performed outstandingly in the competition in august, with new car deliveries reaching 30,300 units in august, a year-on-year surge of 113.5% and a month-on-month increase of more than 37%, setting a record high. among them, leapmotor's suv family accounted for more than 72% of the deliveries, and leapmotor c16 delivered more than 8,000 units.

looking at the sales trend of leapmotor throughout the year, it has been showing a strong month-on-month growth since march after the chinese new year. after entering the second half, leapmotor's monthly sales began to change qualitatively. first, it maintained above "20,000" for two consecutive months in june and july, and then officially broke through the "30,000" mark in august. this achievement also made leapmotor the third new force car company after ideal and wenjie to have monthly sales of more than 30,000.

so far, leapmotor's cumulative sales in the first eight months of this year have reached 160,000 units. in this year's mid-term earnings conference call, leapmotor founder, chairman and ceo zhu jiangming mentioned that the company's goal is to become one of the top eight automobile groups in china in terms of sales this year. if it can maintain the current good situation, leapmotor is very likely to achieve the "250,000 units" goal set at the beginning of the year.

in addition, the xiaomi su7, which was just launched this year, also showed its dark horse status, achieving the delivery target of over 10,000 for three consecutive months. at xiaomi's second quarter earnings conference, xiaomi motors officially stated that the annual delivery target of 100,000 vehicles is expected to be completed in november.

xiaopeng is expected to break away from the "1", and nezha is the only "double decline"

in august, xpeng's sales exceeded 10,000 for the fourth consecutive month. although there is still a gap compared with nio and ideal, it has also started an upward trend. in particular, the arrival of mona m03 has laid the foundation for the sales to take off.

since last year, xiaopeng has launched a series of cost-cutting and efficiency-enhancing measures, including large-scale organizational structure adjustments, supply chain management, and channel changes. according to xiaopeng's financial report for the first half of this year, the loss was further narrowed to 2.65 billion yuan, and the gross profit margin was greatly increased to 13.5%, with significant results.

at present, if xiaopeng motors wants to recover quickly, it urgently needs to launch more attractive products to attract consumers. it can be said that the arrival of mona m03 is just in time.

xiaopeng mona m03 was launched on august 27, with three versions priced from 119,800 to 155,800 yuan, and then appeared at the chengdu auto show to continue to build momentum. whether it is the city + highway ngp installed in the car, or the 600+ km range, xiaopeng intends to create an affordable model with a leapfrog attitude.

at the first batch of car delivery activities at the chengdu auto show, xiaopeng officially announced that the mona m03 had sold more than 30,000 units in 48 hours after its launch, breaking the record of 25,000 orders for the xpeng g6 in 4 days after its launch. it can be seen that the potential of mona m03 to become a hit has been stimulated, and xiaopeng will also quickly increase sales with this model.

although it is in the same “1” camp as xiaopeng, nezha’s market performance is far below expectations. it is even the only brand among the new car-making forces that has both year-on-year and month-on-month sales declines. data shows that nezha delivered 11,005 new cars in august, down 9% year-on-year and 0.1% month-on-month.

at the beginning of 2024, nezha auto set a sales target of 300,000 vehicles, but judging from the current monthly sales fluctuating around "1", it is basically hopeless to achieve this target.

the root cause is that the competitive advantage of nezha auto's old models has weakened, and the new models cannot become a hit. on the one hand, nezha auto launched nezha v with its high cost-effectiveness, which once became a hit. however, as the a0-class pure electric market tends to be saturated and the number of competitors increases, the advantages of nezha v are not prominent; on the other hand, nezha auto tried to impact the high-end market, such as launching two new cars, nezha s, which is known as "made within 1 million yuan", and supercar nezha gt, but neither of them made much splash and could not carry the banner of sales.

looking back at the whole month of august, the performance of new car manufacturers was mixed, and tug-of-war was also staged one after another. entering september, the domestic auto market officially entered the golden september and silver october, and the competition among chinese new energy vehicle companies has only increased.