’s independent models have gone abroad and been exported overseas. However, for the rapid development of independent models and independent car companies in 2022, the definition of export of domestic models should also be given a deeper meaning.
"Changes" in the export of independent car companies
Objectively speaking, the start-up time of the domestic automobile industry does not have an advantage, but waves of high-speed advancement have always shown a fierce momentum for independent cars. Let us use the most convincing two sets of data to illustrate: First, in the domestic market, the sales volume of independent passenger cars in 2002 was only 314,500, but by 2022, the market share of independent cars will be close to 50%, which is the core of the market. The second is foreign markets. As early as 2012, my country's automobile export volume exceeded 1 million vehicles for the first time.
The significance of export goes without saying. It will mean that independent car companies can truly stand on a platform to compete with foreign brands and gain recognition from overseas consumers. Therefore, the comparison of the two sets of data also reflects one thing - the core of exports of independent brands in 2022 is no longer just "quantity".
checked the export wave around 2012. At that time, independent brands including Geely , Chery , ZTE , all exported products to more than 100 countries and regions. However, it should be noted that at that time, these independent brands only launched some entry-level and affordable models, entering countries and regions with relatively backward automobile industries such as Asia and Africa, and had limited impact on the European and American markets.
As a result, the export changes of independent car companies actually fall into two aspects. On the one hand, it is the export destination, which has already targeted the European and American markets where policies, markets, and industries are more mature; on the other hand, it is product positioning, which has changed from price and positioning advantages to real new energy high-end product strength, standing Take advantage of the major trends in the automotive industry.
Today, let’s talk about the European market, which just enacted the “oil ban” not long ago.
How difficult is it to break into Europe?
In June this year, the European Parliament officially voted to pass the "fuel ban", which will ban the sale of new fuel vehicles by 2035. Moreover, cities in Europe are more aggressive than other countries. Hybrids and plug-in hybrids are within the scope of the ban, and both passenger cars and commercial vehicles need to be implemented.
Among them, Norway was the first country to announce a ban on the sale of fuel vehicles.
In fact, Norway is definitely a country where opportunities and challenges coexist. First, it has long been known as a "new energy vehicle power". had earlier planned that zero-emission vehicles would be legally on the road in Norway from 2025; as of May this year, Norwegian new energy vehicles accounted for 83.3% of national passenger car sales; and more importantly, Norway currently has more than 20,000 It has a number of public charging stations and is the second largest charging infrastructure country in Europe. electric vehicles have become an important means of transportation in Norway.
Secondly, Norway and even the entire European market are recognized as difficult to “capture” markets. The market share of local European brands of has reached 80%. Even if has been conquered by Japanese and American brands for a long time, it is difficult to achieve practical results.
Therefore, Norway is actually a microcosm of the electrification process in Europe. As the founder of AIWAYS Fu Qiang said: "The Norwegian electric vehicle market is relatively mature." Being such a pioneer in new energy trends, and with policy and facility requirements, Whether a mature international market can gain a firm foothold and establish a solid reputation first is a valuable indicator of the development of independent car companies. The good news is that in recent years, many independent car companies are willing to make Norway the first city to enter Europe.
Xpeng Motors is one of the first car companies to establish its automotive business in Norway. It is also the first independent smart brand in China to deliver new energy vehicles to Europe.As early as 2020, Xpeng began to deliver Xpeng G3 to Norway. In October 2021, Xpeng P7 in Norway also officially announced the official price. In May this year, Xpeng Norway’s first direct
In addition, Weilai officially released ES8 in the Norwegian market in September 2021; while traditional companies Geely, Great Wall, and SAIC have successively entered the European market.
It is worth noting that the export of new energy vehicle companies led by Xiaopeng to Europe is no longer just a gimmick and a small-scale move, but also a real step into the European market from a word-of-mouth level.
Recently, Xpeng held a delivery ceremony for two Norwegian owners of the Xpeng P7 Pengyi Edition. In the interview, the two car owners mentioned the reason why they became attached to the Xpeng P7 Pengyi Edition. One of them, Michael, mentioned that the wood grain of the interior is exquisite, the NAPPA leather seats are high-end enough, and the 18-speaker Dynaudio audio is excellent enough, which Michael's previous new energy vehicles did not have. When asked why he chose the Pengyi version, Michael expressed his love for the uniqueness of the Pengyi door of the Xpeng P7 and the green symbol of environmental protection. As a fashion blogger, Michael always has high requirements for design.
In fact, many people question whether there is any difference between the car usage environment at home and abroad? Michael's answer is yes. Norwegian people are very pursuing the natural feeling of going out during holidays, and the quietness and quality of Xpeng P7 are enough to meet the car needs of domestic and foreign consumers.
"Quantitative change" to "qualitative change"
Along with the accumulation of word-of-mouth among local consumers, a deeper topic has emerged - that is, the change in the impression of independent models on foreign consumers.
As mentioned at the beginning of the article, in the past, the export of independent models was more to seize overseas markets where the automobile industry is immature with more affordable prices and more entry-level positioning. This is an era of pursuing "volume". When entering a more mature market, insufficient product capabilities can easily leave a bad impression. For example, in the past, self-owned brand models could only obtain lower ratings in the EU crash test, and could not leave a better reputation in terms of quality, etc. At that time, it was the pursuit of "quality".
But now, this situation has already changed.
For example, BYD has achieved very good sales results at a higher price than domestically; for example, Weilai's battery rental service has been extended from China to Norway, and the selection rate has reached more than 90%;
Another example is Xiaomi Peng Motors, In the 2022 Automobile Index survey results announced by the Norwegian media agency Aller Media in November last year, Xpeng won the "Most Famous New Car Brand of the Year Award". As Norway's most prestigious annual car survey, such an award is enough Prove the recognition of the Xpeng brand. You can cite another example, is . Clean Technica, a new energy media in the United States, also praised Xpeng’s strong delivery volume and urban NGP.
But this is when we can truly compete with overseas brands with quality and reputation.
Finally, let’s look back to the question at the beginning. What should the export posture of independent car companies be in 2022? In this regard, we might as well directly quote the words of Volkswagen CEO Herbert Diess at the Volkswagen employee meeting in Wolfsburg in October last year: "Today, Tesla is the benchmark, coming from China. Other strong startups are also entering our market. In the past few weeks, Ralf Brandstadt (CEO of Volkswagen brand) and I have been testing a few from China. cars. We have to admit, they are really good at ".
And this is the posture and attitude of independent new energy in the global market.
