2024.0402

Number of words in this article:1528, the reading time is about 3 minutes

introduction：4月1日，问界、小鹏、蔚来等接连推出降价或优惠购车措施。

** Author| ** First Finance Wei Wen

Compared with February, sales of most new power car companies rebounded in March.

On April 1, a number of new power car companies announced March deliveries. Among them, Wenjie brand continued to maintain a strong performance, with monthly sales continuing to exceed 30,000 units; the ideal car, which suffered a public opinion crisis due to the launch of MEGA, delivered about 29,000 new vehicles in March, which was somewhat warmer than in February, but it was far from its peak period. The monthly delivery volume of 50,000 vehicles is significantly different. In addition, sales of new power car companies such as Zero Run, Neilai, and Xiaopeng all rebounded month-on-month in March.

In terms of car companies, the delivery volume of Wenjie's entire series in March was 31727 units, a month-on-month increase of 50.07%, of which Wenjie's M7 delivery volume was 24598 units. Since its release in September last year, Wenjie's new M7 has been in short supply. In the past two months, the car has become the main sales product of Wenjie brand. The delivery volume of M9 from the Ministry of Foreign Affairs, which started at the end of February, also reached 6243 units. In addition to releasing delivery volumes, on April 1, the starting price of the new M7 entry-level model was lowered by 20,000 yuan from 249,800 yuan to 229,800 yuan.

Last year, ideal cars, which were far ahead in sales, continued to be suppressed by experts. The delivery volume of ideal cars in March was 28984 units, a month-on-month increase of 43.12%. In the first quarter of this year, Ideal Car temporarily bid farewell to its "smooth sailing" period of rapid growth. The company's first pure electric product, MEGA, encountered a public opinion crisis after its launch, and the order volume fell short of expectations. Li Xiang, chairman of Ideal Automobile, issued an internal letter stating that Ideal Automobile had the problem of paying too much attention to sales. Ideal Car pays too much attention to sales and competition from top to bottom, which significantly reduces the user value and operating efficiency that Ideal Car was best at; next, Ideal Car will lower its sales expectations, return to healthy growth, and focus on users rather than competition.

The number of zero-running cars that achieved positive annual gross profit margins for the first time was 14567 units delivered in March, a month-on-month increase of 121.86%. On March 2, zero-running cars released a full range of 2024 models, further improving cost performance. In addition, Zero-Run Automobile said that Zero-Run Automobile will release its fifth product at the Beijing Auto Show in April.

NIO announced that delivery volume in March was 11866 vehicles, a month-on-month increase of 45.92%. On April 1, NIO launched a replacement subsidy of up to 1 billion yuan for fuel trucks. Fuel truck users can replace NIO's 2024 new models and receive an additional 10,000 yuan in optional fund subsidies in addition to existing policies. In addition, half a month ago, NIO also adjusted the price system of BaaS battery rental services to reduce users 'car purchase costs.

Xiaopeng Automobile delivered a total of 9026 new vehicles in March, a month-on-month increase of 98.59%. Among them, Xiaopeng X9 delivered 3946 units, and nearly 8000 units were delivered in three months after launch. At the Beijing Auto Show, Xiaopeng Automobile will release its second brand MONA project. He Xiaopeng Automobile Chairman He Xiaopeng said that the brand's first product will enter the market of 100,000 to 150,000 yuan and have advanced intelligent driving capabilities.

Nezha Automobile's sales in March this year were 8317 units, a month-on-month increase of 36.7%. Nezha Automobile said that the Tongxiang factory is undergoing renovation and expansion projects, which will have a greater impact on output in March and April.

Among the new energy brands incubated by traditional automobile companies, Lantu Automobile delivered 6122 new vehicles in March, a year-on-year increase of 102% and a month-on-month increase of 92.39%; GAC Aian's global sales in March were 32530 vehicles, a month-on-month increase of 95.1%; Gekrypton delivered 13012 vehicles in March, a month-on-month increase of 73%.

Compared with February, sales of new power car companies generally improved in March, but it is worth noting that since April 1, many new energy vehicle companies have officially announced price cuts or introduced preferential measures. In addition to asking for price cuts and NIO's introduction of car purchase subsidies, on April 1, Xiaopeng Automobile announced that it would provide car purchase subsidies for the G9, and the starting price of the car dropped to 243,900 yuan; Gekrypton launched a high-end version of the Gekrypton 007 rear-drive model, adding it with the same price.

A research report by Open Source Securities believes that the wave of price cuts is driven by multiple factors such as relative overcapacity in the passenger car market, cost reductions in raw materials for new energy vehicles such as lithium carbonate, new energy vehicles seizing market share of fuel vehicles, and leading car companies consolidating their market position. Leading car companies have certain advantages on the cost side through large-scale production and industrial chain resource control. The leading car company initiates price cuts. When other car companies follow the price cuts, their profits will be further compressed and they will face the risk of being eliminated. Therefore, price cuts are an important means for leading car companies to consolidate their market position and increase production capacity utilization.

He Xiaopeng recently said that since the first quarter, the price war in the industry has intensified. A number of companies have been eliminated, and some well-known technology companies have stopped investing in car building, marking the official start of the 2024-2027 knockout race for smart electric vehicles; The next competition will not only depend on the short-term scale share, but also test whether car companies continue to lead in multiple dimensions such as high-quality and efficient scale, intelligence, and internationalization.

**