Author: Sun Zhifu
This year, the monthly sales ranking forecast of new car-making forces has become the biggest topic of conversation after dinner in the automotive industry. The reason is very simple. The rapid rise of Nezha Automobile has caused the traditional three giants of "Wei Xiaoli" to change constantly.
htmlNew car manufacturing forces in August changed the world. Among the traditional three top three, the delivery volume of Ideal Auto sharply dropped to 4,571 units, and Xiaopeng dropped below 10,000 units. The two are not even as good as the "latecomers" in the world. NIO barely exceeded 10,000 units, which is considered to have retained the last face for the traditional three giants., once regarded as a new second-tier force, Zero Run won the second place with a score of 12,525 vehicles, and Nezha won the monthly sales championship of the new force for the second consecutive month with an impressive record of 16,017.
Entering 2022, Nezha Auto has achieved explosive growth and continued to lead in sales, so that the automotive industry has the saying "the iron-killed Nezha and the running champion".
As of August 2022, Nezha Auto has achieved year-on-year growth for 26 consecutive months. From January to August this year, Nezha Auto has delivered a total of 93,185 units, an increase of 176% year-on-year, surpassing "Wei Xiaoli" to become the first new car-making force.
Nezha Auto said that due to the explosive growth of product sales, a large number of orders are still not delivered to users. Focusing on improving production capacity and improving delivery speed, we have been deployed and promoted in a planned manner.
Why can Nezha Auto, who is a "grassroots" born, have a stable monthly sales of over 10,000 yuan in this turbulent market this year and successfully counterattack the halo "Wei Xiaoli"? With these questions in mind, Owl Chezhi conducted an in-depth visit to Nezha Automobile, trying to find the answer to the question.
The era of new energy quickly stands on the side of the people
Nezha Auto believes that the ability to achieve such results will benefit from the development opportunities of the domestic new energy market on the one hand, and on the other hand, Nezha Auto's accurate grasp of user needs and continuous exploration and deepening in technology, products, services, channels, talents, etc., so as to achieve accumulation and development.
At present, the Chinese automobile market is undergoing major changes unseen in a century, and new energy has shown a booming trend. After getting a "grassroots" and gritting teeth to survive the multiple life-and-death knockout rounds of new forces, Nezha Automobile and a group of new forces finally ushered in their own new energy era.
Here, cars are no longer just simple means of transportation, but are given a higher definition - travel partner. The travel experience brought by the smart electric car is constantly subverting people's perception of "functional cars", and the travel method has also changed from simple A to B to enjoying every journey.
As smart electric vehicles continue to accelerate popularization, consumers' acceptance of new energy vehicles continues to increase, and their purchasing enthusiasm continues to increase. Nezha Auto, which has been struggling in the industry for 7 years, did not let this rare opportunity slip away from its hands and quickly stood on the side of the "people" to "make cars for the people."
Nezha Auto said that with the original intention of "making cars for the people", in the early days of its establishment, it focused on the Volkswagen consumer market , and was committed to popularizing intelligent technology so that everyone can enjoy the fun of technology. Specifically in the implementation action, Nezha Auto does not make toys for the rich, but only makes high-quality smart electric vehicles affordable by the people, serving the public and making high-quality smart electric vehicles within reach.
So, in the second half of last year, Nezha Automobile relied on Nezha V's absolute advantage of "over-level strike" and successfully tore a hole in the Volkswagen consumer market, turning into an industry "dark horse" to begin "chasing" the so-called first echelon of new car-making forces.
At present, since its launch, Nezha V car series and Nezha U car series have been the first to meet the new needs of their respective market segments with the iteration speed of a new car every year. With the advantages of high appearance, high intelligence level, high cruising range, and high safety, it has become a caring "smart travel partner" for young users.
Technology equality completely captured the "hearts" of young people
Nezha Auto delivered a total of 69,674 units in 2021, a year-on-year increase of 362%. In 2021, among Nezha Auto users, users from first-tier, new first-tier and second-tier cities accounted for about 64%, and individual users accounted for more than 82%.
Nezha Automobile will release this year's consumer population data in the near future. Before that, it specially revealed a set of data to Owl Car Zhi: In terms of specific models, taking Nezha V as an example, user data from January to July 2022 showed that Nezha V car series C-end users accounted for as high as 97%, users from first-tier, new first-tier and second-tier cities accounted for nearly 50%, users born in the 1990s accounted for as high as 41%, and female car owners accounted for 60%, and users showed younger characteristics.
Another question arises, why does Nezha Auto capture the "hearts" of young people, especially the hearts of young women?
At present, consumption trends and business maps are being led by the aesthetics of young people. They want to go on blind dates, fall in love, and of course they also have to buy cars. When it comes to buying a car, young people's requirements have become the same as blind dates. The appearance must be online, and the inner one must be dynamic, comfortable and interesting soul full of intelligent technology.
Whether it is love or a car, studying the needs of young users has gradually become a business experience. Nezha Automobile provides a solution to "technology equality."
Nezha Auto adheres to the value of "technology equality". Making cars for the people is not about building low-end cars, but truly making "high-end products popular and Volkswagen products intelligent", allowing users to buy high-configuration and high-quality products at relatively low prices. In 2022, Nezha Auto will launch its first model "sports smart coupe" Nezha S, the "sports smart coupe" created by the Shanhai platform, as well as the two main models 2022 Nezha U and Nezha V, setting a vane for the same level of smart trendy experience.
In order to maximize the integration of users' cost budget and value expectations, Nezha Automobile attracts industry investment with its own strength, such as signing strategic agreements with Huawei , SenseTime , horizon, CATL , etc., and in 2022, it has successively launched strategic cooperation with Desai Siwei , Infineon , BOE Jingpin and other companies. The continuous expansion of the "circle of friends" undoubtedly laid a solid foundation for Nezha Automobile's high-quality development of .
technology self-developed saturated investment
In 2014, Hezhong New Energy was established in Tongxiang City, Zhejiang Province. Unlike Li Bin, Li Xiang, He Xiaopeng, , and , who enters the market with a high-profile halo, Fang Yunzhou, the founder of Hezhong New Energy, is a domestic brand new energy technology giant. His new energy projects have even been selected into the national famous "863" plan.
So, from the beginning, Nezha Auto gave people the temperament of a "science and engineering man", and Nezha Auto is indeed like a "science and engineering man" who continues to keep a low profile in his efforts to fight technology.
Shanhai Platform is the first fully developed intelligent security vehicle platform in the industry that integrates high safety, high expansion, high intelligence and environmental friendliness released by Nezha Auto. It is constantly strengthening Nezha Auto's strength in intelligent technology and also helping China's smart electric vehicle industry to continue to move to a new height.
In July this year, Nezha S, the first landing product of Shanhai platform, was officially launched. Its NETA PILOT intelligent driving assistance system is a self-developed intelligent driving product of Nezha Automobile. The Tiangong battery equipped with the high standards of "Tiangong Craft" is built with the new generation of independently developed Hozon-EPT 4.0 battery thermal management system, with the performance reaching epoch-making level.
Nezha S is Nezha Automobile's exploration of the future new smart cockpit, intelligent driving and intelligent safety technologies. It can be regarded as a new and bold attempt by the Nezha brand. Although the price seems to have made a big leap, the brand is still "friendly" and may become one of the most landmark products under the "technology equality" value of Nezha Auto.
Nezha Auto said that the core technology field will make saturated investment, concentrate efforts and resources for research and development, and firmly control the "core technology" in its own hands.
In the next three or five years, Nezha Automobile plans to invest 10 billion people to deepen its smart car technology.In addition, while in-depth self-development of core technologies, Nezha Auto also cooperates with leading industry companies such as Infineon Technology, , CATL, Huawei, BlackBerry , etc. Relying on the industrial resource advantages, technological property rights advantages and capital operation advantages of their respective fields, they actively develop the next generation of intelligent technologies to enhance the intelligent strength of Nezha Auto, and thus make high-quality smart electric vehicles within reach.
