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"kechuangban daily" october 3 (reporter tang zhixiao) recently, major new energy vehicle companies have successively announced their delivery volumes in september. overall, china's new energy vehicle market continues to maintain strong growth.

the top three are byd, saic motor and geely automobile. among them, byd won the top spot with a monthly sales of 419,426 vehicles. its monthly sales increased by 45.91% year-on-year. the cumulative sales from january to september 2024 reached 2,747,875 vehicles, a year-on-year increase of 32.13%.

at the same time, new models of domestic independent automobile brands have entered a blowout period.

according to incomplete statistics from reporters of the "kechuangban daily", there were a total of 14 new models of various new energy brands in september, including as many as 9 pure electric suv models, and the price range of 6 models was in the price range of 200,000-300,000. . models including the ledo l60, jikrypton 7x and zhijie r7 even directly shouted the slogan of "benchmarking model y" at the press conference.

if you include the previously released models such as xpeng g6 and jiyue 01, tesla model y faces huge challenges.

six major car companies "challenge" model y

in order to compete for model y sales, various car companies have worked hard on new models.

on september 19, the first model l60 of ledo, a sub-brand of weilai, was officially launched, and the "battery swap" card was played for model y.

ledo president ai tiecheng said in an interview with a reporter from the science and technology innovation board daily: "ledo l60 is a large, hardcover battery-replaceable model y. i think that sums it up well. this is the real product positioning of ledo l60."

according to reports, the ledo l60 has a larger overall size and richer configurations. the lowest power consumption per 100 kilometers is 12.1kw, which is lower than the latest tesla model y 12.5kwh/100km.

including jikrypton 7x, zhiji ls6, zhijie r7, and avita 07, which were launched in late september, they have higher configurations than model y: the same 800v platform architecture supports high-end urban smart driving, and in the smart cockpit the experience is better than tesla.

take the zhijie r7 as an example. as the first coupe suv on huawei's hongmeng zhixing platform, it is equipped with the touring platform chassis, an 800v high-voltage battery platform, and supports the huawei ads 3.0 high-end intelligent driving system and harmonyos 4 intelligent cockpit.

yu chengdong, huawei's managing director, once said that zhijie r7 will lose 30,000 yuan for every unit sold, and hopes to reduce costs as soon as possible through cooperation with chery. the goal of the zhijie r7 is to cross-class compete with the model y with specifications that surpass the tesla model x.

the maximum power of the zhiji ls6 motor reaches 579 kilowatts, surpassing model y. li weimeng, cmo of zhiji auto, said that in the suv segment, model y is still the leading model in terms of sales, and the new zhiji ls6 aims to compete for model y market share.

in addition to increasing the number of models, lowering pre-sale prices when new models are launched has also become an important means for brands to challenge model y sales.

according to statistics from reporters from the "kechuangban daily", among the above-mentioned brands, the final selling price for consumers has been reduced by between 8,000 yuan and 13,000 yuan compared with the pre-sale price.

for example, the pre-sale price of jikrypton 7x is 239,900 yuan, but the official price has been reduced by 10,000 yuan to 239,900 yuan.

jikrypton intelligent technology ceo an conghui believes that it is not difficult to build a car that is more model y than model y. chinese car companies have the engineering capabilities and cost advantages, but this is not jikrypton’s choice. “the pricing of jikrypton 7x is very reasonable and competitive, and can be recognized by the majority of consumers.”

in addition to these newly launched models, due to the recent popularity of xpeng's mona m03, the xpeng g6, which was launched last year, has also received some orders. when this model was first launched, it was built to compete with the model y.

why does model y continue to sell so well?

tesla model y was officially launched in the chinese market in january 2021. it is a pure electric compact medium-sized suv with a domestic price range of 266,400 yuan to 363,900 yuan.

according to data, 200,131 units of this model were sold in the year it was launched in the chinese market, accounting for "half of tesla's global sales." in august this year, the sales volume was 45,330 units, an increase of 9,031 units from july sales (36,299 units), and nearly 20,000 units more than the second-selling byd yuan plus ev (27,046 units).

in the past year, as a global model, tesla model y sold a total of 518,276 new cars, ranking first in the pure electric suv market.

taking a closer look at the reasons behind model y's hot sales, reporters from the "kechuangban daily" found that this is related to domestic consumers' preference for suv models with larger space, as well as this year's rapid growth in the penetration rate of new energy sources.

"in the previous era of fuel vehicles, due to the relatively high wind resistance of large suvs, relatively high fuel consumption and usage costs, some potential consumers were discouraged." some automotive industry practitioners said that due to the relatively low usage costs of electric suvs, removing the after removing the engine and other components, the space utilization of the vehicle has also been improved.

the practitioner added that pure electric vehicles have greater advantages in power consumption and charging costs than fuel vehicles, and the domestic new energy vehicle market penetration rate is also accelerating.

according to data from the passenger car association, from january to august 2024, the growth rate of suv sales was much higher than that of the sedan and mpv markets. the cumulative retail sales of china's suv market reached 6.595 million units, a year-on-year increase of 6.7%. in the passenger car market, suvs accounted for 54.7%, a year-on-year increase of 2.5 percentage points. in august 2024, the retail sales of new energy vehicles will reach 1.027 million units, with a penetration rate of 53.9%.

this means that the rapid growth of model y has seized the market share of the original fuel suv; on the other hand, tesla's brand value has also exerted influence on the consumer side and the second-hand market.

a tesla owner told a reporter from the science and technology innovation board daily that on the one hand, he chose tesla because he was impressed by the personal charm and innovative spirit of tesla ceo elon musk; on the other hand, he chose tesla out of his passion for cars. consideration of second-hand value retention rate. "compared with other domestic brands, tesla has a large overall ownership, and its purchase of modified accessories and second-hand value retention rate are also higher."

a few days ago, a reporter from the "kechuangban daily" visited the second-hand market in shenzhen. a store clerk told the reporter: "we have more than ten tesla model ys on our hands alone. because of its strong brand power, its circulation is better than other brands are higher, but since everyone is selling model y, the market is relatively transparent, so we can’t make much money.”

after checking, the reporter found that in the new energy value preservation list released by guazi used cars, tesla model y ranked third, second only to the two models of porsche cayenne new energy and panamera new energy.

another second-hand car dealer told the reporter of "kechuangban daily": "tesla has also officially launched a five-year interest-free policy. many users who originally considered second-hand cars will also consider raising their budgets and choose new cars. ”

challenge tesla, fight for product strength and channels

it is reported that since entering the chinese market in 2021, model y has undergone three facelifts, including the addition of safety configurations, new ambient lights in the interior, and 19-inch wheels. there have been no major optimizations and detailed adjustments. facelift, and tesla’s proud smart driving technology fsd has not yet entered the chinese market.

it has been previously reported that tesla will launch fully autonomous driving (fsd) in china and europe in the first quarter of 2025, but it has not been officially confirmed, and the specific timetable for entering china still needs regulatory approval.

some people believe that this is the moment when tesla's model y model is "out of stock". coupled with the "old for new" scrap replacement subsidy, this is also an important reason why many car companies choose to release new cars at this time to "snipe" tesla.

as of september 14, 2024, the cumulative number of registered users of the automobile trade-in information platform exceeded 1.5 million, and the number of applications for vehicle scrapping renewal subsidies exceeded 1 million. after the introduction of the new policy, the average number of applications per day exceeded 10,000.

at the same time, according to data from the "2024 mckinsey china automotive consumer insights report", among the 2,449 consumers who participated in the survey, 65% and 62% respectively chose domestic high-end new energy vehicles because of their advanced autonomous driving functions. and the intelligent cockpit experience is better.

according to the new energy vehicle delivery data released in september, the previous new car-making force "wei xiaoli" has been replaced by "li hongling". ideal continues to occupy the top position, followed by hongmeng zhixing, and the third place is leap car won.

xpeng and weilai automobile have fallen out of the top three new forces. jikrypton automobile and deep blue automobile have entered the second echelon of "new forces". the monthly sales of these brands have also exceeded 20,000 units.

sales at hongmeng zhixing's first-line stores told a reporter from the science and technology innovation board daily: "the smart driving and smart cockpit experience of the huawei-powered zhijie r7 is better than that of tesla. in addition, the interior space, trunk, and front backup the box size is also larger than model y, and huawei does not lose to tesla in terms of brand appeal.”

some practitioners in the automobile industry hold a different view. at present, domestic new energy brands are stronger than tesla in terms of product strength, but it will take 2 to 3 years to fully surpass tesla, especially at the channel construction level.

“tesla adopts a direct sales approach, and the terminal service experience and selling price of stores across the country remain consistent. however, there is still a certain gap between the channel management level and service experience of traditional car sales compared with tesla, and it is impossible to completely copy tesla’s a successful model,” said the above-mentioned automotive industry insider.

the practitioner also added to a reporter from the science and technology innovation board daily: "the public has limited knowledge of new brands when choosing new energy vehicles, and may choose the relatively conservative tesla. in addition, in first-tier cities such as shanghai and shenzhen "tesla's channel construction is relatively mature; and in second-, third- and fourth-tier cities, it is easier for consumers to access tesla than other new energy brands."