Yasi Dun original article | Maggie
If not for the new crown epidemic temporarily closed factory in Shanghai, has just begun deliveries of domestic Tesla Model 3 will greet singing all the way to sales, in 2020 China’s auto market has become the most threatening rival forces.
In fact, people did not expect an epidemic is sweeping the Chinese automobile market, it can be expected in the first quarter car sales this year will be an unprecedented downturn. The bright side is that once the epidemic in the past, consumer spending desire for private cars will be re-triggered: the first car users aware of the importance of the fight against the risk of owning a car; and for the exchange of car consumers, a accident is enough to allow them to re-examine their demand for automotive functions.
Despite the short-term impact of the epidemic on the automotive market, we still remember, 2020 was an important change in the industry nodes: [123 ]
2020, China fully implement Six Nations;
2020, European new car every km of carbon dioxide emissions by no more than 95 grams;
2020, Volkswagen MEB platform launched a variety of pure electric car market;
2020 Toyota officially introduced into the Chinese market in pure electric goods;
……
policy and the market is trying to bring about a new situation: let the An increasing number of consumers to buy electric cars, and 2020 is likely to be a pure electric car market competition in the new stage.
600km club
This year on January 11 in the Chinese electric vehicle Hundred, high-level forum, Minister of Industry and Miao Wei said that will not further the implementation of new energy vehicles subsidy back slope July, although clarified in subsequent Ministry – will not significantly back slope but since July 2019, the impact of subsidies on the back slope of a pure electric car sales has gradually stabilized, pure electric vehicles in 2020 should no longer be affected by the withdrawal of subsidies slope of the volatility occurred.
to Wei to ES6 example, users who calculations, before and after the withdrawal of subsidies slope, Wei to ES6 a difference of up to 47,500 yuan. Subsidize the transition period, Wei to the official launch of the car subsidy program to stimulate the difference in the consumer made up before June 31, however, especially after the second half of September ES6 Wei to rising sales of view, subsidies and back slope It did not cause too much impact on the price of this luxury SUV segment.
Therefore, the outside world predicted that by 2020, pure electric car sales the most concentrated area still both ends: high-performance luxury electric cars, low-life micro-pure electric vehicles. We do not discuss the stability of demand for low-life miniature pure electric vehicles in a specific market and specific consumer groups are, for example to the mainstream high-end pure electric vehicles, consumer trends will change in 2020.
In early 2019, with the Tesla Model S and Model 3 long-life version of the NEDC mileage of 600 km into the entire electric vehicle market entry in the competition Mileage a new stage: on the one hand, allow consumers to see 600 kilometers of pure electric vehicles increasingly draw closer to traditional fuel vehicles, eliminating the possibility of life anxiety; on the other hand, pure electric vehicles watchers began to have a new look forward If mainstream at this stage 400-500 km endurance so that they can not dispel concerns, the 600 km level will move a large wave of pure electric vehicles to consumers.
of the end of 2019, Wei announced to 2020-year plans to launch 100kWh battery pack, allowing Wei to upgrade ES6 and EC6 Mileage to more than 610 km; almost the same time the external appearance of P7 will achieve Xiaopeng on the life of 650 km of high-performance rear-wheel drive version. To be sure, 2020 pure electric car market, 600 kilometers club will continue to gather new players.
Two years ago, the car home once in a research data found that most consumers think of new energy vehicles, the actual life of up to 600 kilometers an alternative fuel vehicle, this results in the statistics of the State information Center proved almost 100 percent satisfied users 600 km endurance, while taking into account the status of battery energy density of development, the price of the battery pack, as well as supporting the weight of the charging efficiency and so on, 600 km life should be the most mainstream after years of life level, changes consequent, consumer anxiety of life discussion gradually reduced.
a joint venture catch
the outside world began to pure electric vehicles in 2020 after the competition is defined as “subsequent flight of the times” in the past in pure electric vehicles early growth, consumers focus more contrast with the traditional fuel vehicles, and therefore related to the basis of travel life has become a primary factor in consumer choice, obviously it would bury the advantage of pure electric vehicles, consumers can not make even more comprehensive make decisions. After
2020, pure electric vehicles into 500-600 km endurance level, competition gradually mileage report section of the road, consumers really began in the pure electric vehicles do look at the product attributes, we make choices. For example, we began to focus on pure electric vehicles in power, quiet nature, a sense of heavy chassis, even on the electronic architecture provides intelligent experience.
But consumers began to enter the 2020 follow-up flight times, have never in the field of traditional fuel vehiclesThe advantages of the joint venture brands has just started, far from the time to talk about life to get rid of anxiety.
we might as well do a simple statistics: Toyota C-HR pure electric version, 400km endurance; Honda VE-1,401km endurance, light blue Buick, 410km endurance …… including pure electric Nissan Sylphy, to update the 2020 money just to upgrade to more than 400km endurance.
Does this mean that, at the beginning of 2020 a new round of competition, the joint venture brand has lost its advantage?
From 2019 to rush to market a variety of pure electric vehicle joint venture of view, the prevalence of two characteristics: one based on vehicle fuel upgrading pure electric vehicles, subject to the original body architecture can not carry a large battery motor, mileage of 300 kilometers, the Audi Q2 last year listed the e-tron electric version, even life only 265km mileage; another part of the electric vehicle based on the new platform for the production of pure electric vehicles, also on the balance of security, performance, price, and many other problems gradually explored, such as light blue Buick upgrade in six months time from 301km to 410km, which need to be considered comprehensive battery cooling and other problems.
Thus, in 2020 the turning point of pure electric vehicles, consumers will consider whether buy joint venture pure electric vehicles? When the basis of the mileage and higher-order intelligence experience aspects of their own brands and repairer lost to the new forces, joint venture brands can only retain consumers in terms of brand power and security advantages and so on. In addition, to accelerate the electric car research and development platform for new cars is also on the agenda, such as Toyota and BYD joint venture in China’s mass production of pure electric car factory, and so on.
In fact, the public is given the go ahead in 2020, listed on the ID3 new template, mileage up to 550km, away from the traditional design, coupled with considerable intelligent interaction sense of technology, onlyMake traditional car brand will not be far behind in the new stage of the competition. Into the 2020 era, pure electric vehicles is entirely possible to set off a new round of reshuffle brand awareness, traditional auto giant to hold rank in the new era, under the new brand of thinking of the impact of the Internet is becoming increasingly difficult.
reduce the user threshold [123 ] pure electric car in the end is more suitable for the user’s first car or home purchase users, this issue is resolved after a life of anxiety, no longer seems to be the primary consideration. But, for those first car users consider price and residual value in terms of cost and estimated residual value of the battery electric vehicles once let them retreat.
former European champion pure electric car sales, Renault Zoe, by virtue of the electric car is separate battery lease model, consumers purchase at a lower price of the vehicle itself, then the rent paid monthly battery vehicles – lower the threshold for consumers to buy electric vehicles, it is an important way to popularize electric vehicles.
This form is Wei to ES6 / ES8 and Guangzhou Automobile New Energy Aion LX in China the reference to Wei to ES6 for example, the car electrically separate sales model allows users to pay in the car at least 10 million, divided 78 months to pay 1280 yuan per month cost of the battery, similar to the interest-free installments of the purchase, the same can ease the pressure consumers to buy cars. Also new is the repairer forces Weimaraner’s rental model is different, with different prices depending on the user monthly travel mileage program, seems more fit consumer needs.
but this is not the best pure electric car promotion model, the ultimate way car pure electric car market being studied is a combination for electricity, so the true sense of the consumer to rent the battery without the need to spend in the car great cost to buy a battery, this way, the cost of daily electricity consumers spending less, battery unified management, there is no need to consider batteryOwnership of the old and new problems, battery.
is now a pure electric vehicle residual value is higher in the used car market, it is the main reason is the battery performance degradation is serious, if the cost of this part of the battery excluded, electric whether second-hand car residual value can be solved? However, this model was rejected in Europe, precisely because the hedge rates used car can not be guaranteed, Renault Zoe electric car has decided to cancel the lease of separate battery mode.
car prices probably learned Chinese consumer concerns about new things, in addition to battery leasing, customization and other models, more and more car prices in the introduction of new energy vehicles supporting the provision of discounted buy-back program, it would be one of the official rate of preservation reveal all the details. In addition, different configurations customized according to the user’s own demand for cars, but also a car easily get rid of the traditional configuration of bundled.
In order to popularize electric vehicles, car brands to come up with a lot of new tactics, so that consumers can pay more attention to the advantage of pure electric vehicles. 2020 is not a pure electric car purchase a good time? In my opinion, pure electric vehicles to enter the follow-up flight times, product differentiation advantages gradually released, more and more good product launch is a good time to buy a pure electric vehicle.
FIG | from the network