Recently, multiple new energy vehicle companies announced the delivery volume of new energy vehicles in May.
Overall, the delivery volume of various new energy vehicle companies remained stable in May, and their performance overall met expectations. Among them, BYD still delivered over 330000 vehicles without exception, Aion returned 40000 vehicles, and Ideal delivery significantly rebounded, reaching 35000 vehicles. NIO broke away from the title of "NIO 10000" and returned 20000 vehicles, all breaking monthly delivery records for the year; Extreme Krypton and Zero Run are approaching 20000 vehicles, and Xiaomi's delivery is steadily climbing.
According to Sun Weidong, an analyst at Dongzheng Futures, overall, sales have rebounded in May due to price equity adjustments and the launch of new car models. The market will also see models from NIO's new brand Ledao and Xiaopeng's new brand MONA, which are expected to contribute to growth. Dongwu Securities is also optimistic about the performance of the passenger car sector driven by four factors: total policy support, continued increase in electrification penetration rate, accelerated landing of L3 intelligence, and high export growth.
As Champagne opened up for the recovery of new energy vehicle sales in May, after experiencing multiple rounds of price wars and internal competition, car companies began to try to call for "anti internal competition".
From Aion to Ideal and then to NIO, monthly sales have reached new highs for the year
According to the China Association of Automobile Manufacturers, the retail sales of new energy vehicles are expected to reach around 770000 units in May, a month on month increase of 13.7% and a year-on-year increase of 32.7%. The penetration rate is expected to further increase to 46.7%. Against the backdrop of overall high growth in the new energy vehicle industry, new energy vehicle companies have all delivered good performance reports.
In addition to BYD, which has remained stable at over 300000 vehicles for three consecutive months and has continued to achieve month on month growth, Aion also delivered 40073 vehicles in May, and Ideal once again reached the level of 30000 vehicles after three months. In May, it delivered 35020 vehicles, a year-on-year increase of 23.8%, returning to its position as the sales leader of new energy brands. However, the resurgence of ideal sales comes at the cost of MEGA fading out of the market and public view, and maintaining the basic range extender.
Last month, Hongmeng Zhixing merged and announced the overall sales of Wenjie and Zhijie for the first time. However, as of now, the official account of Hongmeng Zhixing has not released the delivery data for May, and the official accounts of Wenjie and Zhijie have not disclosed their respective sales. However, Yiche reported that in May, Hongmeng Zhixing delivered a total of 30578 vehicles, an increase of 3.2% compared to the previous month. Yu Chengdong, Executive Director of Huawei, Chairman of Terminal BG, and Chairman of Intelligent Automotive Solutions BU, said, "May is a period of product adjustment, and the replacement of main sales products has led to a short-term decline in sales. It is expected that sales will return to rapid growth in June."
Breaking free from the continuous hovering of around 10000 vehicles, NIO delivered 20544 new cars in May, a year-on-year increase of 233.8% and a month on month increase of 31.5%, setting a new historical high. While sales surged, NIO also launched its second brand, Le Dao, in May, and its battery swapping business has gained attention due to its expanding social circle and investment.
At present, NIO has not only gathered 7 car companies including Changan Automobile, Geely Holding Group, Chery Automobile, Jiangqi Group, Lotus, GAC Group, and China FAW to form a battery swapping alliance, but also received a strategic investment of 1.5 billion yuan from institutions such as Wuhan Guangchuang Emerging Technology Phase I Venture Capital Fund Partnership Enterprise (Limited Partnership) (referred to as "Wuhan Guangchuang Fund") last week.
It is reported that Wuhan Guangchuang Fund is a market-oriented fund initiated and established by Wuhan Optics Valley Industrial Investment Co., Ltd. Industry insiders believe that "NIO Energy's ability to obtain investment from government funds is more significant than the funds themselves. This not only means that NIO Energy's rapid development will be supported, but also demonstrates the recognition and optimism of NIO Energy's investment value by the government and capital markets."
Following closely behind are Jike and Zero Run, both approaching 20000 vehicles. In addition, Shenlan, Xiaopeng, and Nezha have also surpassed 10000 vehicles.
Among them, Jike delivered 18616 vehicles in May, a year-on-year increase of 115% and a month on month increase of 16%. In the just past May, Jike was successfully listed on the New York Stock Exchange with the stock code "ZK". Its stock price has still risen by more than 23% compared to the issue price, and four flagship MPVs, Jike 009 Glory, have also begun delivery.
Zero Run's sales in May were 18165 units, a year-on-year increase of 51% and a month on month increase of 21%. A salesperson from Zero Run told a reporter from Huaxia Times, "Currently, most car models come with discounts such as exchange subsidies, financial interest subsidies, and optional installation funds. The Zero Run C16 will be launched at the end of June, and now bookings can enjoy a 1000 yuan deposit to offset the 5000 yuan purchase price."
In addition, Xiaomi delivered 8630 new cars in May, an increase of 22.3% compared to the previous month. According to a reporter from Huaxia Times, in order to deliver products to users as soon as possible, Xiaomi Automobile Factory implemented a dual shift work system in June. The official stated that the monthly delivery target for June is to be over 10000 vehicles. "We are continuously expanding our production capacity and promise to deliver 100000 units with a minimum guarantee by 2024, and sprint to deliver 120000 units."
From roll prices to roll owners, the industry calls for "anti internal competition"
While the overall trend of new energy vehicles is upward, the market is also constantly plagued by a wave of prices, technologies, products, marketing, and even bosses.
Under the pressure of marketing and sales, car giants are gradually moving from behind the scenes to the forefront and turning towards traffic. Especially under the stimulation of Lei Jun and Zhou Hongyi, the two "sales kings" at the Beijing Auto Show, more and more car owners have become involved in the marketing camp of short videos and live streaming rooms, shifting from competing for sales to competing for traffic.
According to incomplete statistics by the reporter of the Huaxia Times, up to now, BYD has announced that its general managers have collectively settled on the Tiktok platform. Li Yunfei, general manager of BYD's brand and public relations office, Hu Xiaoqing, general manager of Yangwang Auto, Zhao Changjiang, general manager of Denza, Lu Tian, general manager of Dynasty. com, Xiong Tianbo, general manager of Equleopard, and Zhang Zhuo, general manager of Oceannet are all listed. Guangzhou Automobile Group executives Feng Xingya, Gu Huinan, Huang Yongqiang, Wen Dali, Yuan Xiaohua, and others have also announced the establishment of personal video accounts and personally went abroad to seize new media traffic.
At the same time, 13 years after the registration of microblog, Wei Jianjun of Great Wall Motors also released his first microblog this year, and broadcast the test drive live, connected with Lei Jun. In May, he even put the shareholders' meeting of Great Wall Motors on the Internet. Li Bin, founder, chairman, and CEO of NIO, and Qin Lihong, co-founder and CEO of NIO, drove from Frankfurt, Germany to Amsterdam, Netherlands and started a 10 hour live broadcast.
"It used to be 'fuel consumption per 100 kilometers', but now it has become' how many bosses consume 'per 100 kilometers," said Zhou Hongyi, founder of 360 Group, at the second Future Automotive Pioneers' Conference held on June 1st. Faced with the increasingly competitive and wide-ranging automotive market, several automotive industry leaders expressed their willingness to "fight against internal competition" at this conference.
Yu Chengdong said, "The value is not the price!" Zhileijun also said, don't get involved in small issues, there is no value. Liu Tao, Co CEO of Ji Auto, said, "Today's proposal to reverse internal competition is not a reversal, but if it is to seize a limited market, products tend to be homogenized, with stacked configurations and lower prices, I don't think this kind of competition can truly bring about a revolutionary innovation experience."
But this call is difficult to achieve in the short term. At the beginning of last year's price war, 16 car companies jointly signed a commitment letter to maintain a fair market order in the automotive industry. However, this non price reduction alliance only existed for one day and ended due to some car companies lowering prices and violating the Anti Monopoly Law.
Meanwhile, Hongmeng Zhixing, which is shouting "no price", currently has promotional activities in both "two realms" in June. Among them, the Zhijie S7 can enjoy up to 52000 yuan of benefits, and the Wenjie M5 can enjoy up to 35000 yuan of benefits. Taking the Wenjie M5 as an example, its 35000 yuan equity includes a 20000 yuan store ADS advanced feature package subsidy, 12000 yuan optional equity, and 3000 yuan cash equity. In addition to the aforementioned rights, a salesperson from Hongmeng Zhixing told a reporter from Huaxia Times, "In response to the newly issued Beijing new energy quota, the Wenjie M5 pure electric model has a Beijing brand subsidy of 10000 yuan."
In addition, NIO also continued its previously launched BaaS user car purchase promotion in June, which offered a minimum rent of 728 yuan per month for batteries, and limited time car purchases were eligible for four free rent payments. NIO also provided a 10000 yuan trade in subsidy. The ideal of just completing the update of the new product pricing system was announced on the first day of June, with a limited time zero down payment promotion. For example, the Ideal L6 (with 15000 units delivered in May), which carries the weight of ideal sales, has a minimum down payment of 0 yuan and a daily supply of 154 yuan for the lowest priced version.
An ideal salesperson told a reporter from Huaxia Times, "By paying a deposit of 5000 yuan and the remaining balance, you can get a zero down payment loan. This is a suitable way to buy a car, and many customers choose to do so."