has the cost of making cars reached the bottom? do high-end cars need to be equipped with a lot of configurations? what do new energy vehicle companies have to say?
2024-09-22
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with new labels such as the "new three things" in foreign trade and future industries, and accompanied by hot topics such as price "involution", marketing "breaking the circle", and industry "breakthrough", the development of china's new energy vehicles has always attracted much attention and continues to affect the pace of changes in the automobile market and industrial transformation.
the latest data from the china passenger car association shows that the penetration rate of new energy vehicles has exceeded 50% for two consecutive months. that is to say, after my country's new energy vehicles have ranked first in the world in production and sales for nine consecutive years, they are gradually becoming mainstream in the domestic market.
but does this mean that the development of china's automobile industry has ushered in the "nokia moment" of replacement of the old with the new?
as participants and witnesses of market and industry evolution, how do the "managers" of new energy vehicle brands adjust the rhythm of products, marketing, and brands to adapt to the ever-changing new ecology?
has the cost of making cars reached its bottom?
fang yunzhou, founder and chairman of nezha auto, believes that the penetration rate of new energy vehicles has increased from 5% to 50% in three or four years, and the scale effect innovation has reached a relatively balanced stage, and it is almost impossible to drop significantly. the future competition will be about who has faster software capabilities and ota upgrade capabilities, and how to use large models and artificial intelligence to complete the interaction between cars and users, so that cars can better "understand" users, and the iteration speed will become faster and faster.
competition depends on the hard power of car companies
zhang hongyu, vice general manager of chery automobile co., ltd. and general manager of icar brand division, said that competition is not a stopgap measure, but requires ability. the ability to lower prices and still make money, and to be high-quality and sustainable, is a good thing for both consumers and the industry. "black technology" is about "showing off", which is essentially a kind of ability. olympic champions are "showing off" their skills, solid foundation and physical fitness, because they have a solid foundation, otherwise they can't "show off".
high-end car ≠ stack configuration
lu fang, ceo of lantu auto technology co., ltd., said that lantu has made a major change in its development thinking over the past period of time. originally, they wanted to provide users with luxurious configurations. in fact, just piling up configurations is not enough, as product competition is too homogeneous. they still need to satisfy users' high-end experience through luxurious configurations, so that when users experience the car, they feel that it is indeed a high-end car that can bring a convenient experience. only in this way can users be willing to pay for it.
