According to the data released by the Shanghai Economic and Trade Commission in February this year, only one place in Shanghai has already promoted more than 160,000 new energy vehicles. Of these vehicles, only 60% are privately purchased, and many new energy vehicles actually end up being Into the network about the car market.
High government subsidies allow China to surpass Europe and the United States and become the world's largest auto market. At present, the government has made it clear that subsidies will be abolished by 2020 and replaced by the use of new energy credits and fuel consumption offsets within the company.
In the subsidy era, although the annual sales of new energy vehicles in China have reached hundreds of thousands of vehicles, due to free licenses and other reasons, these vehicles have basically all flowed into the restricted cities. Xu Changming, deputy director of the State Information Center, once disclosed at the "2017 Electric Vehicles Centennial Forum" that this figure is as high as 70%. According to the data released by the Shanghai Economic and Trade Commission in February this year, only one place in Shanghai has already promoted more than 160,000 new energy vehicles. Of these vehicles, only 60% are privately purchased, and many new energy vehicles actually end up being Into the network about the car market.
For this reason, in the past a long period of time, most of the new energy products of car companies are not new platform products that are not redesigned according to the product characteristics of new energy vehicles. They are almost always transformed from traditional car models. Secondly, there is very little space for vehicles to choose from. Apart from small cars under 100,000 yuan, most of the rest are SUV models with a price of more than 200,000 yuan, and the mainstream consumption range of 150,000 to 200,000 yuan is almost none. The vehicle is optional; third, the vehicle configuration is relatively old.
The “node†of the subsidy withdrawal time from 2020 is getting closer, and the market's competitive situation is gradually changing. Under the background of policy support and local protection that will be the past, in the future, cost, efficiency, and quality will be the key to considering whether the new energy strategy of car companies can win the market.
Wang Xiaoqiu, the general manager of SAIC Motor Corporation, had repeatedly mentioned in an interview with the author that the self-owned brand must win the market and cannot follow the previous routines to fight “cost-effectivenessâ€, but rather to create a “price/price ratioâ€. In my opinion, the same holds true for new energy vehicles. Licensing and purchase tax reductions are only factors that add brilliance to consumer decision-making. The public’s pursuit of car performance and sense of technology will never be replaced. For example, before the consumer pursued Tesla, it was not simply because it produced a pure electric sports car, but because of its good performance and the various "black technologies" that came with it. The product has not been fully demonstrated.
Some car companies have already adjusted their product ideas for the post-subsidy era. For example, the upcoming MG 6 plug-in hybrid car with the 100-year history of the British international brand MG aims at the private performance car entry market, rather than the previous online dating car and special car market.
In addition to conventionally considered fuel, energy-saving and other indicators leading, in my opinion, its biggest selling point may also be reflected in the MGPilot automatic driving assistance system, as well as AEB automatic emergency braking system, ACC automatic cruise system, APA Automatic parking system, RCS remote control driving system and other black technology configuration. For example, the new BMW 5 Series plug-in hybrid car, in addition to emphasizing the advanced battery system, energy-saving environmental protection indicators, in fact, it focuses on the selling point, but also equipped with a gesture control, lane maintenance assistive systems and smart touch keys and other high Technology configuration. Right now, when the new vehicle builders are promoting their products, they are actually more emphasizing the product's personalization and technological configuration.
From a trend point of view, this is undoubtedly the right direction. Whether it is the traditional fuel vehicle or the era of electrification, making the car smarter and safer will be an eternal pursuit, and now, with the increasing openness of the market, The new energy automobile market has also begun a small step into the era of rational competition.
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