"New Year's Examination" of New Energy Companies by Car Companies: Someone Says Something Happens

At the end of the year, sales of new energy vehicles in the first half of this year were not satisfactory.

In the first half of this year, China’s new energy vehicles sold only 195,000 vehicles, an increase of 14.4% over the same period of the previous year, and only completed 24.8% of the annual sales target of 800,000 units (800,000 guarantees and 800,000 units). . Compared with the same period of last year, sales of new energy vehicles in China in the first half of 2016 totaled 170,000 units, accounting for 33.53% of the total sales volume of 507,000 units in the year.

In response, Xu Yanhua, deputy secretary-general of the China Association of Automobile Manufacturers, said that due to the subsidy retreat this year and the reassessment of management access standards, the impact on the auto market was significant, resulting in a negative growth in new energy at the beginning of the year, which seriously affected sales in the first half of the year. She predicts that the goal of protecting the 700,000 units at the end of this year is not a big problem.

The total sales are not ideally influenced by policy reasons, but the midyear transcripts still have to be faced. In the new energy car marathon, although everything is still just beginning, but look at the various "running posture" and speed, it can probably see its stamina and endurance. There is an old saying in China that "it's a horse, pull it out." In this "middle of the year exam," some people are happy that someone is jealous. Let's talk about various new energy businesses.

BYD: pure electric mixed force

After returning to the top of domestic new energy sales in May, BYD once again sold the first new energy sales in June with a monthly sales of 11,198 units. Based on the sales data for the first half of 2017, BYD topped the list with 34,634 vehicles.

The success of sales can not be separated from BYD's intensive product launch. In the first half of this year, BYD listed Tang 100, Qin 100, Song DM, Song EV, 2017 Tang 6 new cars, and Qin EV and e5 upgrades. There is a complete layout for pure electricity and plug-in and mixing, taking the first-tier cities such as Kitakami.

In China's new energy automotive market, pure electric products have a larger market share than plug-in products due to policy encouragement, but BYD's plug-in products and pure electric products are also popular. BYD won the first domestic sales volume in the first half of 2017 with 15,994 vehicles. As the market demand for new energy vehicles is increased, BYD's advantages in the new energy automobile market are becoming more pronounced.

It is worth noting that with the still hot SUV trend, BYD Song DM has become the main driving force for the growth of new energy performance. Song DM sold a total of 4,552 vehicles in June, accounting for 40% of BYD's new energy vehicle sales in a single month.

At the same time, BYD is also actively working on brand building. Together with Oscar-winner “Little Plum”, hiring world-famous designer Iger to create a dynasty concept car and enhancing the product’s face value all indicate that BYD is working hard to build a high-end brand image.

In marketing, in order to attract consumers, in the brand festival this year, BYD released the "Electric? Future" plan and dispatched "1.3 billion kWh of electricity" and other activities. This also made a contribution to China's cultivation of new energy vehicle market.

Beiqi New Energy: "a brother" in the field of pure electricity

As a force that domestic new energy vehicles cannot ignore, Beiqi New Energy sold 30,154 vehicles in the first half of 2017. Unlike BYD, all sales of BAIC New Energy are made of pure electric vehicles, which are arbitrarily the "first brother" in the field of domestic pure electricity.

The reason why such achievements can be achieved in the field of pure electric power stems from the product layout and innovative marketing of BAIC New Energy. In terms of products, Beiqi New Energy has four series: EC, EU, EV, and EX. Among them, the EC series mainly focuses on the mini-vehicle market. Since its launch, the EC180 has received a lot of attention and has become one of the engines for BAIC's new energy sales.

The EU series is positioned in the A-class market and has a total of three models with cruising range of 252 kilometers, 300 kilometers and 360 kilometers respectively. Although the current acceptance of passenger cars on the market is not high, the subsidy price of the Beiqi New Energy EU400 model with a cruising range of 360 kilometers is 158,900 yuan, and the product is very competitive. EV series cost-effective, EX series positioning SUV, in the pure electric SUV products scarce market, EX series sales have always been stable.

Allowing consumers to accept pure electric vehicles is not an easy task. Beiqi New Energy has created a new marketing model for this, and has also contributed a lot to the cultivation of China's pure electric vehicle market. In the Internet era, Beiqi New Energy launched a unique product marketing model - the plan of the partner of Blue. The new marketing approach, through the 1-2-4-8 fissile dissemination and word of mouth, to achieve the three-way win-win situation of dealer stores, old owners and new car users.

The BAIC Group's goal is to transform from traditional manufacturing to service-oriented manufacturing companies. BAIC New Energy shoulders heavy responsibilities and serves as the “testing field” for BAIC Group. In order to build Beiqi New Energy as a travel service company for electric vehicles, BAIC has already deployed a number of services related to electric vehicles.

At present, BAIC New Energy already has more than 200 offline franchise stores, together with Qingdao Special Calls, Jidong Trading Co., Ltd. has established the first domestic charging pile joint venture company and built 40,000 charging piles, with 52 seats within 2 minutes and 46 seconds. Completion of the exchange station. The Beiqi New Energy travel ecosystem has already taken shape.

Know Bean: A D2 Hits the World

Zhidou D2 is definitely a god car in the new energy automobile market, and it has long been the top spot in the sales of pure electric vehicles. According to the data, Zhidou sold a total of 18,718 vehicles in the first half of 2017, ranking third in the energy automotive market. Among them, Zhidou D2 sold a total of 18,693 vehicles. It can be said that Zhidou is a D2 world.

In the current new energy vehicle market, A00 electric vehicles have always been favored. There are quite a few contenders at the same level as Zhidou D2, such as Beiqi EC180, Chery eQ, Changan Benben EV, Zhongtai E200, Jiangling E100, etc. Their performance is not bad. In the first half of this year, Chery eQ sold 9300 units; Jianghuai iEV sold 9,041 units; Changan Benben EV sold 6064 units; Zotye E200 sold 5,040 units; and Jiangling E100 sold 6,136 units. Although sales of other models did not exceed 5,000, they also remained at two or three thousand.

Coupled with the popularity of sharing concepts, Zhidou D2 has also been favored by many leasing companies. Many companies launched the "to rent for sale" also led to the increase in sales of Zhidou D2.

The current development trend of Chizu is good, but Cui Dongshu, secretary-general of the CUCSR, believes that: Micro-electric vehicles are a short-term trend of development and they do not have dominant advantages in the long run.

Chizu advocated the concept of micro travel, but as auto companies in China have laid out new energy to cope with the "double-integration" policy, and the price of electric vehicles is getting lower and lower, the mainstream of the market will surely return to the "car". At present, the situation dominated by the AOO-class vehicle is bound to change. On March 1 of this year, Zhidoucheng became the eleventh approved car manufacturer. Zhidou should take this opportunity to make more arrangements on the product.

SAIC Passenger Cars: Just Launched in Pure Electric Field

Unlike Beiqi New Energy, the layout of SAIC Passenger Cars on new energy vehicles is basically a mixture of products. In the first half of this year, SAIC Motor's new energy vehicle sales were 13,376 units, of which 13,333 units were intermixed. The Roewe ERX5 of pure electricity was sold for 43 vehicles shortly after being listed.

Beiqi New Energy is located in Beijing. SAIC passenger cars ride in Shanghai. This situation also reflects the difference between the Beijing market and the Shanghai market. In Beijing, only pure electric vehicles can enjoy new energy car licenses and subsidies, while Shanghai is a plug-in hybrid car can also enjoy subsidies. New energy is dominated by the policy market, and the development of the company will also be biased according to local policies.

On July 12, the Beijing Municipal Economic and Information Technology Commission announced the latest batch of “Information on Filing of Beijing Demonstration and Application of Pure Electric Passenger Car Products” (the third batch), and Roewe ERX5 was selected. SAIC Passenger Vehicles began to play a role in the field of pure electric power, while also promoting the development of the market.

In the “new four modernization” strategy of SAIC, electrification is an important part. To this end, SAIC and Ningde have joined forces to lay out the most important parts and batteries for pure electric vehicles. On June 29, SAIC announced that it will build an independent plant in India to produce new energy vehicles and Internet vehicles for local consumers. It can be seen that SAIC Passenger Vehicles, which are selling well on the Internet, are joining forces with new energy to form the Roewe family's product matrix.

Zotye: Wild Lilies in Spring

Zotye is a wild lily in the automotive industry. The fuel vehicle industry has always relied on imitating sales. In the field of new energy vehicles, Zhongtai also has a bright future. In June this year, Zotye sold a total of nearly 4,000 new energy vehicles. In the first half of this year, it sold a total of 13,000 new vehicles, an increase of 65.38% year-on-year.

Although Zotye's new energy vehicles sold well, its products are concentrated in the low-end micro-electric vehicle market. In addition, the prices of micro-electric vehicles, such as the cloud 100, sesame, and E200, are relatively inexpensive after subsidy and have received the attention of consumers. Due to the rise of the time-sharing leasing industry, Zotye has also seen significant growth in the new energy sector.

Because of the diversified and complex Chinese auto market, Zhongtai is relying on the “measurable tape” to go to the backdoor and the new energy also makes a lot of profits. However, relying on the low end, it can't be long-term, and Zotye is also thinking about tapping into the high-end market in the new energy field. On June 27, Zotye’s brand new car brand, Junma Motors, was released in the Xiong'an New District of Hebei and was positioned as a young high-end brand.

Junma's release selected the overall upward trend of domestic independent brands, but Zotye cannot be compared with the Geely Great Wall. Zotye did not have the cultural accumulation and user word-of-mouth comparison with the Great Wall Geely. It also dwarfs technology accumulation. The future of Zotye is difficult. The public is now blooming, because the market is spring, and other Chinese consumers are becoming more mature.

Jiangling New Energy: Marketing Speed ​​Needs to Be Speeded Up

For the new energy vehicle market, JMC's new energy sales are actually quite a few. Why is it difficult to see on the road? In the first half of this year, JMC New Energy sold 10,567 new energy vehicles. However, most of them are going to the third and fourth tier cities and rural areas. The first and second tier cities are rare to see.

As a subsidiary of Jiangling Motors, Jiangling New Energy, despite possessing perfect vehicle R&D and manufacturing capabilities, and being the seventh domestic automobile company to obtain new energy production qualifications, has received little attention in the media. On the one hand, JMC's new energy products are not positioned in first-tier cities; on the other hand, JMC's new energy sources are lacking in marketing.

According to the plan, Jiangling New Energy plans to achieve its target of owning 6 product series, selling over 100,000 vehicles, and occupying 10% of the domestic pure electric vehicle market share by 2020. Although Jiangling New Energy is currently on the road to “encircling the cities and towns”, it is easy to go along with the development of the country’s development and many car companies. With this opportunity and challenge, Jiangling New Energy has Qualifications, as well as vehicle R&D and manufacturing capabilities, are supposed to introduce more market-competitive products than products such as the currently sold E100, E160, E200, and E200S.

Chery new energy: fast horse Yang whip forward

Similar to Chery New Energy, Chery is relying on a car to occupy the market. In the first half of this year, Chery’s new energy sales came from Chery eQ, which had a cumulative sales of 9300 vehicles, an increase of 86.5% year-on-year.

Different from Zhidou, Chery also introduced the plug-in hybrid car, the Ariza 7e, but it has not been recognized by the market. Chery is one of the earliest auto companies involved in the field of new energy vehicles. It competed with BYD Beiqi in the past few years, and was among the top three in the sales of new energy vehicles.

Afterwards, BYD intervened in pure electric power, and the domestic car market with the highest sales volume in the new energy vehicle market; BAIC New Energy, the main supplier of pure electric vehicles, had the highest sales volume in the field of pure electricity; Chery did not attach too much importance to new energy at an early stage. Not much, so missed the opportunity for development.

According to Cui Dongshu, secretary general of the National Passenger Vehicle Market Information Association, Chery’s biggest problem is that the development direction of new energy vehicles is not clear, and neither pure electric motors nor hybrid vehicles have developed well.

After clarifying the country's policy of vigorously developing new energy, Chery is also active. Last year, it obtained the fourth independent new energy vehicle production qualification, and also significantly expanded its production capacity. The new energy plant in Hefei, Anhui Province, will be put into production. The production base in Shandong Qihe will be put into production. It will also sign a new energy vehicle production base with the People's Government of Shijiazhuang City. The project framework agreement, three factories a year, the rapid expansion of Chery's new energy.

Jianghuai: Volkswagen joint venture into focus

With the declining trend in passenger car segments, Jianghuai’s new energy vehicle market continues to grow. In June, sales of JAC's passenger car segment were 14,500, a 38.5% year-on-year decline. However, the market for new energy passenger vehicles continued to grow. In June, sales of pure electric passenger vehicles reached 3001, an increase of 122.46% year-on-year.

Outside of sales, the joint venture between JAC and Volkswagen attracted the most attention. On May 22 this year, Jianghuai Automobile announced that it had received approval from the National Development and Reform Commission and agreed to build a joint venture between JAC and Volkswagen (China) to produce a pure electric passenger car project. With the influence of the public's brand, Jianghuai New Energy's competitiveness has gone further.

At the same time, Jianghuai New Energy Corporation has also cooperated with the Internet companies that are popular in the country. The first model of JAC's cooperation with Weilai Motor will also be rolled out in September this year.

It can be said that this year is the harvest year of Jianghuai New Energy. From the joint venture with Volkswagen to the cooperation with Weilai Automobile, Jianghuai has three main forms of autonomy, joint venture, and network construction. The future development prospects can be expected.

Geely: New Energy Business and Trade

The new lead brand was issued, and Proton was acquired. Geely's total sales volume exceeded 530,000 units in the first half of the year, a year-on-year increase of 89%, and 53% of the 1 million targets had been completed. In this year's national examination, Geely was the best of its kind.

In the area of ​​new energy vehicles, Geely only won sales of 7,982 vehicles in the first half of the year. Taking into account the current market is very poor recognition of new energy vehicles, this achievement is enough for Geely to be proud of.

In addition to passenger vehicles, Geely New Energy also plans to deploy commercial vehicles. Last year, Geely launched a commercial vehicle brand remote car. The traditional commercial vehicle market is very stable. All manufacturers are deeply cultivating different segments of the market. Geely wants to enter the threshold and difficulty. Breaking new energy is the direction of Geely's choice.

As early as 2015, Geely announced the "Blue Geely Action" strategic plan announced that by 2020 sales of new energy vehicles will account for more than 90% of the company's overall sales. At present, Geely has performed well in the field of new energy passenger vehicles, and commercial vehicles will wait and see.

Chang'an: The single product must be reinforced

Changan Automobile is far behind the traditional fuel vehicles in its new energy business. In the first half of this year, Chang'an sold a total of 6,211 new energy vehicles. Among them, Benpian EV sold a total of 6064 vehicles, Yidong sold a total of 148 vehicles.

It can be seen that Changan's product line on new energy vehicles is not rich, only two models. Because the new energy automobile market mini vehicle is becoming popular, coupled with the balanced performance of Benben EV, Changan New Energy can also get a good sales.

The new energy field is the short board of Changan Automobile, and Changan is also laying its own flaws. It is reported that Changan plans to invest 18 billion yuan in the next 10 years and will launch 24 new energy models to the market, including 11 plug-in hybrid models and 13 pure electric vehicles.