"Hurry up for the last bus." On January 2, when a reporter from the Beijing News Shell Finance visited a BYD 4S store in Beijing, the salesperson offered a discounted olive branch, and price protection was a "trump card" for promotion.
As early as November 2022, BYD announced that it would increase the price by 2,000 to 6,000 yuan from 2023.
This is the third official price adjustment announced by BYD in the past year.
"Previously willing customers basically completed their car order before December 31, 2022. Throughout the New Year's Day holiday, one store sold nearly 100 new cars." According to this salesperson, the new energy vehicle purchase subsidy policy ( The exit of the "National Subsidy" for short is stirring up the auto market, stimulating buyers to catch the "last train" of discounts.
"Tesla Year-End Benefits" "Save 30,000 yuan by listing before December 31, 2022", the eye-catching promotional posters still stay in the circle of friends of a Tesla salesman.
In the past month, promotional information such as rushing for welfare and countdown to "National Subsidy" has been continuously screened, and Tesla has frequently "bombed" potential consumers with price cuts.
However, the Beijing News Shell Finance reporter noticed that on the first day of 2023, Tesla will once again launch a New Year’s gift package, and the 10,000 yuan “limited-time discount” will continue after the New Year’s Eve.
In the past few years, with the decline of subsidies, it is not uncommon to see a "price war" in the market.
The Beijing News Shell Finance reporter visited and saw that standing at the crossroads of new energy state subsidies leaving the market, in addition to "paying out of pocket" to extend discounts, major auto companies have recently made frequent moves, such as price increases, price reductions, and price limits. Marketing" will make the auto market crowded by the end of 2022.
Price increase of BYD: 10,000 yuan cash discount in store
"(2022) The last week at the end of December is the busiest week. Every day, five or six groups of interested customers will be received to see the car, and most of them are family units." A BYD salesperson introduced.
At the end of 2022, a reporter from Shell Finance and Economics visited and found that "subsidies will decline" and "models will increase in price" have become high-frequency words in the promotion of many brand stores. "poster.
When a reporter from Shell Finance visited a 4S store of BYD Dynasty.com in Beijing, the staff made a calendar by themselves, which marked important dates in red to remind consumers of the time to buy a car so as not to miss the discount.
"The subsidy ends today, and now is the peak time for car purchases. If there are existing cars in individual configuration stores, you can place an order and enter it into the system to lock the price." On the last day of 2022, a BYD salesman urged reporters to place an order, saying that he had seen cars and cars recently. Intentional customers for inquiries have increased significantly.
The countdown to the decline of new energy vehicle subsidies has begun, and BYD is the first to play the price increase card, which is stimulating potential buyers to enter the store.
"We actually issued a notice in November 2022. From January 1, 2023, the official prices of Dynasty, Ocean and Tengshi new energy models will be adjusted, and the increase will range from 2,000 yuan to 6,000 yuan." The above-mentioned BYD 4S shop staff introduction.
A reporter from Shell Finance and Economics learned during the visit that BYD has adjusted the prices of its Dynasty Wang and Haiyang Wang models to varying degrees.
Among them, the price of Song Plus EV has increased by 6,000 yuan, which is the model with the highest price increase this time.
The price increase of the Han family models ranges from 2,000 yuan to 5,000 yuan.
In Haiyang.com, the price of all seals has increased by 3,000 yuan.
Since this price adjustment involves all its models, and the adjustment range is different, when the reporter visited, the sales staff took out the price increase "list" from time to time to confirm the latest price of the model.
However, in the recent wave of promotions, BYD started to increase prices and simultaneously launched discounts.
On January 2, when a reporter from Shell Finance and Economics visited, they saw that some Beijing BYD 4S stores had discounts of up to 10,000 yuan for car purchases.
"Prices of (models) have indeed been raised after New Year's Day, but 4S stores will give cash discounts to some models." BYD sales introduction, taking BYD Han EV2022 model with a 605-kilometer battery life as an example, the price after the price increase is 239,800 yuan, which is higher than before. The price has been raised by 5,000 yuan.
But the 4S store will give a cash discount of 10,000 yuan, and the bare car price is equivalent to 229,800 yuan.
Subsequently, Shell Finance reporters visited two other BYD Dynasty 4S stores in Beijing, both of which launched the same preferential car purchase policy to attract more buyers to place orders.
In 2022, with the rise of raw materials, BYD will carry out the price increase to the end.
In January 2022, BYD adjusted the official guide prices of Dynasty and Ocean-related new energy models, and the increase ranged from 1,000 yuan to 7,000 yuan.
In March, BYD's new energy vehicles were raised again by 3,000-6,000 yuan.
In November, BYD once again launched the first price increase after the "national subsidy" retreated. If calculated according to the minimum increase, after three price increases, BYD will increase the price by at least 6,000 yuan.
Stable price sprints sales, Tesla hits price cut again
Car companies have started the "countdown" for year-end promotions one after another, behind which is the withdrawal of the "national subsidy" for new energy vehicles.
According to notices from four departments including the Ministry of Finance, the subsidy policy for the purchase of new energy vehicles in 2022 will end on December 31, 2022, and vehicles that are registered after that will no longer be subsidized.
Both car companies and end consumers are trying to seize this last window period.
Unlike BYD, Tesla, whose sales will be under pressure in 2022, has cut prices as a "traffic password" for attracting customers.
A poster of the "year-end welfare last train" poster of a Tesla directly-operated store in Beijing keeps swiping the screen in the circle of friends.
"Now is the time when we have the biggest discounts (in a year). "A Tesla store salesman calculated an account for a reporter from Shell Finance. By the end of 2022, buying a car can save 30,000 yuan, including new energy state subsidies of 11,088 yuan, The financial low interest rate is 9,000-13,000 yuan, Tesla’s time-limited insurance subsidy is 4,000 yuan, and Tesla’s limited-time current car benefit is 6,000 yuan.
"At present, the store has not received a price increase notice." On January 2, a salesman at a Tesla direct store said that the three versions of the Model Y are currently priced at 288,900 to 397,900 yuan, and the two versions of the Model 3 are 26.59 yuan. Wanhe 349,900 yuan, except for some configurations with existing cars, new orders can be delivered within 1-4 weeks.
The Shell Finance reporter noticed that Tesla has continued its price reduction offensive that lasted for several months until 2023.
The New Year's gift package launched by Tesla shows that limited-time insurance subsidies and delivery incentives can still achieve a price reduction of 10,000 yuan, and will continue until the end of February.
On January 3, Tesla announced its global sales data for 2022.
The delivery of Tesla's pure electric vehicles reached 1.31 million, an increase of 40% compared to 2021.
This achievement surpassed the 910,000 pure electric sales of second-place BYD, and it is still the industry leader.
It is worth mentioning that Tesla produced 439,701 vehicles in the fourth quarter and delivered 405,278 vehicles, setting a new delivery record.
In fact, Tesla has made a lot of efforts in the fourth quarter of 2022.
After four price increases from March to June of that year, Tesla began to enter the price reduction channel in October. First, it launched an insurance subsidy of 7,000 yuan on October 1. Less than a month later, it proposed another price reduction. The largest price reduction for Model 3 and Model Y Reached 37,000 yuan.
Since then, Tesla has continued its price reduction strategy, ranging from 4,000 yuan to 10,000 yuan.
In the eyes of the outside world, in the stage of accelerated penetration of new energy vehicles, it is a wise corporate strategy to expand market share with low prices.
Compared with the first half of 2022, the automobile supply chain in the second half of the year will be smoother, which will also clear the way for Tesla to increase sales.
Despite this, Tesla has not achieved its goal of increasing annual sales by 50% and annual sales exceeding 1.5 million vehicles.
With sales sprinting at the end of 2022, car companies have already set off a price war.
Both Weilai and Jikrypton have launched "price-guaranteed promotion volume", that is, orders with deposit payment completed before December 31, 2022 will continue to enjoy the national new energy subsidy in 2022, and are not subject to delivery time constraints.
In addition, some new energy vehicle brand stores have launched "fancy" promotional activities such as insurance subsidies, point gifts, and instant cash discounts, which set off a holiday consumption boom.
"There will be more activities at the end of the year, and I hope to have a wave of sales before the end of the 'National Subsidy'." The salesman of the Wenjie store said that at present, online consultation services are also being provided for customers who are inconvenient to come to the store.
The Shell Finance reporter noticed that new energy vehicle brands such as Xiaopeng Motors, Lantu Motors, and Leap Motors have extended their "price stabilization" commitments, and even will not increase prices throughout 2023.
According to the announcement of Xiaopeng Motors, the national suggested retail prices of various models of Xiaopeng Motors in 2023 will remain the same as the prices after comprehensive subsidies at the end of 2022.
On January 1, 2023, Lantu Motors officially announced that it will provide users with subsidies for a limited time of 90 days.
It is reported that before March 31, 2023, users across the country can enjoy a subsidy of 30,000 yuan without threshold for purchasing all Lantu FREE models.
"Tesla's every move to reduce prices since 2022 has attracted much attention, and the limited-time price guarantee policy may be a relatively 'safe' marketing strategy." A brand sales manager said.
The annual report card is released, and the new car-making forces are reshuffled
2022 is undoubtedly the "golden year" for China's new energy vehicle industry, with production and sales continuing to hit new highs.
According to data from the China Association of Automobile Manufacturers, in the first 11 months of 2022, the domestic production and sales of new energy vehicles will be 6.253 million and 6.067 million respectively, a year-on-year increase of 1 times, and the market share will reach 25%.
In addition, the market share of new energy vehicles has also increased more than expected.
According to data from the Federation of Passengers Travel Association, in November 2022, the market penetration rate will reach 36.3%, an increase of 15 percentage points from the same period last year.
This figure has exceeded the goal of "the total sales of new energy vehicles in the new energy vehicle market will reach 20% of the total sales of new vehicles in 2025" in the "New Energy Vehicle Industry Development Plan (2021-2035)".
Cui Dongshu, secretary-general of the Passenger Passenger Association, believes that the sales of new energy vehicles in China will grow rapidly in 2022, among which subsidies and high oil prices will play a major role. Low-cost electric mobility.
In 2022, while the new energy vehicle market is gradually becoming mature, it will also present new features.
According to rough statistics by Shell Finance reporters, SUV (sport utility vehicle) models account for nearly half of the new energy models launched in 2022, and the mileage of new energy models continues to increase.
Among them, NIO ET7, which will be launched in March 2022, supports an ultra-long battery life of 1,000 kilometers.
From the perspective of the market structure, the new energy vehicle market will gradually show a trend of differentiation in 2022.
Recently, the report cards of new car-making forces have been released one after another.
In 2022, the annual delivery volume of the new car-making forces will exceed the 100,000 mark, and at the same time, it will also experience a reshuffle of the rankings.
In 2022, Nezha Automobile will take the top spot in the annual delivery volume of new car-making forces with 152,100 vehicles.
Ideal Auto ranked second with 133,200 units. In December of that year, the monthly delivery of Ideal Auto exceeded 20,000 units for the first time, and set a new monthly delivery record for new power brands.
In contrast, NIO will end 2022 with 122,500 vehicles.
After the continuous downturn, Xiaopeng Motors will also return to the 10,000-unit club in December 2022, with final annual sales of 120,800 vehicles.
The Leap Motor, which was successfully listed in Hong Kong, China, will deliver 111,200 vehicles in 2022.
The industry believes that there has been a differentiation within the new car-making forces, and "Wei Xiaoli" is shifting from marketing to technical competition, building technical barriers, and stepping up the consolidation of the moat.
The second echelon of new car-making forces reflects their competitiveness with cost-effective methods and product design.
At the same time, the second echelon is also accelerating brand promotion and launching high-end models.
Cui Dongshu analyzed that with the influence of entry-level models, Nezha and Leapao have already occupied a place in the new energy vehicle market, and they are also capable of impacting the first camp.
He further stated that new energy vehicles are entering the mainstream consumer groups, and the second family car and women's purchasing power have become new growth drivers. At the same time, domestic new energy vehicles have begun to be accepted by more consumers due to their product strength and brand power.
It is worth noting that in 2022, affected by the continued sharp rise in upstream raw materials, new car manufacturers will also experience price increases.
Among them, the price of Ideal ONE will be raised by RMB 11,800 in April 2022, and Leap Motors will raise the price of Leap Motor T03 twice in March and July 2022, with a cumulative price increase of about RMB 10,000.
In addition, Weilai Automobile, Xiaopeng Automobile, and Nezha Automobile have all raised their prices several times in the past year.
Promoting consumption policy dividends, driving the new energy industry to release potential
The prospect of new energy vehicles is prosperous, but it is not smooth.
Hidden dangers such as insufficient anti-risk ability of the industrial chain have emerged, and "lack of core and expensive electricity" has hindered the development of the industry.
According to statistics, the chip consumption of a new energy vehicle is about 1000-2000, which is 2-4 times the number of traditional car chips. The shortage of chips has become one of the biggest bottlenecks restricting its development.
In addition, data from Shanghai Steel Union shows that the highest price of battery-grade lithium carbonate will exceed 600,000 yuan/ton in 2022, setting a record high. At present, the cost of power batteries has exceeded 40% of the cost of electric vehicles.
"The new energy vehicle subsidy policy has laid the foundation for the development of the new energy vehicle market, making my country the world's largest new energy vehicle market for seven consecutive years." Cui Dongshu said in an interview with a reporter from Shell Finance that the state's subsidy support has reduced consumers' car purchases. The threshold has promoted the rise of the new energy vehicle consumer market.
It is precisely because of such an important role that auto companies have recently concentrated on adopting time-limited price protection policies to protect brand market sales.
For the auto market in 2023, the new energy auto industry will still benefit from the policy bonus of expanding domestic demand and promoting consumption.
In May 2022, the National Standing Committee released a gift package of 60 billion yuan to reduce the purchase tax of some passenger vehicles. Since then, a large wave of automobile subsidy policies has struck.
According to the incomplete statistics of public information, Shell Finance reporters have seen that in 2022, more than 20 places including Guangzhou, Hubei, Shandong, and Guizhou will successively release automobile consumption support policies, and at the same time they are more inclined to new energy vehicles.
The 2022 Central Economic Work Conference will prioritize the recovery and expansion of consumption, and explicitly mention "new energy vehicles".
Cui Dongshu believes that the national consumption promotion policy is of great significance to the stable recovery of the auto industry and is conducive to the stable development of the auto market.
The China Automobile Strategy and Policy Research Center of the China Automobile Center believes that the automobile industry covers a wide range of areas, has a long industrial chain, and has a large market scale. important meaning.
With the continuous electrification, networking, and intelligent development of automobiles, the integration of the automobile manufacturing industry with energy, transportation, information and communication industries or fields is accelerating, and the interaction between the automobile industry and the national economy is wider and deeper.
"It is recommended to continue to dig and release the potential of automobile consumption in 2023, strive to achieve positive growth, and support the smooth operation of the economy." Regarding the policy recommendations for stabilizing automobile consumption, the China Automotive Strategy and Policy Research Center of the China Automobile Center stated that it is recommended to continue to implement the vehicle purchase tax Tax reduction policies, support for the scrapping and renewal of old cars, subsidy support for consumers to purchase qualified smart new energy vehicles, etc.
Beijing News Shell Finance reporter Zhang Bing Wang Linlin Lin Zi Bai Haotian