In the past September, the gunpowder smell became stronger among the new car-making forces. Many new models such as Wenjie M5 EV, Ideal L8/L7, Xiaopeng G9, and Leapmotor C01 were released and launched. Leapmotor became the fourth new force company to be listed.

Shenrancaijing original

Author | Cui Popo

Editor | Mufeng

On the first day of the National Day holiday, the delivery data of new car-making forces in September arrived as scheduled.

In the past September, the gunpowder smell became stronger among the new car-making forces. Many new models such as Wenjie M5 EV, Ideal L8/L7, Xiaopeng G9, and Leapmotor C01 were released and Leapmotor became the fourth new force company to be listed. In addition, NIO ES7, Ideal L9, and Insight M7 all ushered in their first full delivery month in September.

everyone is entering a new stage, but there has not been much change in the delivery data. Only the situation of Ideal and Xiaopeng were exchanged. This month, Xiaopeng became the one who fell the worst.

Nezha delivered 18,005 new cars in September, once again delivering the best results in history, winning the sales championship again. Ideal returned to the "breaking ten thousand" camp with L9, with 11,531 units delivering the second place on the list, followed by Zero Run, delivering 11,039 units, ranking third.

NIO and NIO and 10,142 new cars were delivered respectively, ranking fourth and fifth. It is worth mentioning that Xiaopeng, affected by the alternation of new and old products, only 8,468 products were delivered in September, and the ranking dropped to sixth.

Jikr continued to grow this month, with a total of 8,276 vehicles delivered. Lantu and Zhiji respectively increased slightly month-on-month, but they still revolved within a range of one or two thousand units. As for WM Motor, sales have not been announced as always.

New forces in car manufacturing are accelerating the sales of cars.

L9 delivery volume exceeds 10,000, Ideal Xiaopeng "volume"

For NIO and Ideal, September is the most critical month this year, and the effect after the handover of new and old products will appear this month.

was the first to release delivery data. Before today, the industry had actually expected Ideal's performance in September. On September 26, Ideal lowered its vehicle delivery outlook for the third quarter to 25,500. According to calculations, Ideal's delivery volume in September should be around 10,500 vehicles, and finally announced it to be 11,531 vehicles, ranking second, even a little better than expected.

8, as many consumers waited for the new car, the ideal delivery volume was directly cut in half. In early September, Ideal ONE officially announced the price reduction and suspension of production. Since car owners repeatedly confirmed that there were no upgrades and discounts this year, Ideal's "back-stinging old car owners" attracted criticism, and many people have begun to protect their rights.

is not a good time to live in a storm, but fortunately, L9 is powerful enough, and 10,123 of the total delivery volume of 11,531 vehicles are contributed by L9. It is worth mentioning that this is the first time that a Chinese brand model with a starting price of over 400,000 yuan has achieved a monthly delivery of over 10,000 yuan, breaking the monopoly position of foreign brands in the price range of more than 400,000 yuan.

NIO ranked fourth on the list in September, delivering 10,878 units, which is not a good result.

NIO's new car ES7 was delivered at the end of August, and September was the first complete delivery month. ET7 produced several thousand less due to insufficient supply of die-casting parts in July. It is said that the volume should start in August and September, but the delivery volumes of NIO in July, August and September were 10,052, 10,677, and 10,878 respectively, and there were no obvious fluctuations.

There must be some problem here. The most likely reason is that NIO's new model has snatched the share of the old model. In addition to ES7, the models that NIO has recently started delivering also have ET5. These two cars are new models created by NIO NT2.0 platform, which overlaps with the consumer population of 866 and has stronger product strength. NIO may be in the stage of sales structure adjustment.

The worst performer among the three brothers is Xiaopeng. Although the G9 has been booked in late September, it will not be officially delivered until the end of October. Before that, Xiaopeng can rely on the G3 series, P5 and P7. In September, these three products brought a total of 8,468 delivery volumes to Xiaopeng.

has nothing to say. Before the full delivery month of G9 arrives, Xiaopeng will have to continue to be beaten at least in October.

Judging from the delivery data, Wei Xiaoli and the other three companies are similar to those in the previous few months. Although there is a gap, it is not big. However, in private, Xiaopeng and Licai have been killing crazy this month.

The most expensive Xiaopeng model in history was launched in late September. This is Xiaopeng's most important car this year. It is called Dream Car by Xiaopeng Auto Chairman He Xiaopeng , but the complex price configuration has dispelled the desire for buying many consumers, and it turned out to be overturned as soon as it was launched.

While Xiaopeng didn't react, Ideal announced on the day after G9 was released, Ideal directly announced that the Ideal L8, which was originally planned to be released in November, was changed to a major launch at the end of September. Ideal L8 is similar to Xiaopeng G9, both are medium and large SUVs with a total of around 400,000 yuan.

Ideal does not hide its intention to grab business, and Xiaopeng will not be willing to give in. Less than 48 hours after the G9 was launched, Xiaopeng overturned the original pricing logic and reorganized the configuration and price. In the end, the new plan reduced the price by 20,000 yuan in disguise, and brought back the owner of the car who was persuaded to withdraw.

Ideal also has its own tricks. At the L8 press conference, Ideal paid tribute to Apple and released Ideal L7 in the One more thing stage. This is a cheaper medium and large SUV that can squeeze the G9 market together with L8.

However, it is still difficult to evaluate how effective this ideal trick is. After ending the ONE trick, Ideal's new product ideas come from Apple, and Ideal's L9, L8, L7, and L6 correspond to iPhone15 Ultra, iPhone15 Pro, iPhone15 Plus and iPhone15 respectively.

From here, we can see that there is no significant difference in design, configuration and price of L9, L8, and L7 currently on sale in Ideal, and the audience will naturally overlap. L8 and L7 are coming at the same time. Should they take away the market of competitors of the same level such as M7 and Xiaopeng G9? Or should they first use internal friction and everything must be known after delivery.

second echelon: Nezha won three consecutive championships, and the growth rate of the world slowed down

In the second echelon of the new car manufacturing force, the traffic this month is mainly on Zero Run.

On September 29, Leapmotor became the fourth new car company to go public after Wei Xiaoli, but failed to replicate the same capital grand occasion. As of the closing of the afternoon of September 30, Leapmotor's share price had fallen from the issue price of HK$48/share to HK$24.8/share, with a halved market value.

The stock market is disappointed, and Zero Run's report card this month is not very good either. In September, Leap Racing delivered a total of 11,039 vehicles, a month-on-month decrease of 12%, ranking behind Ideal and third in September. This is the first decline in Leap Racing after four consecutive months of month-on-month growth this year.

Nezha maintained stable output, delivering 18,005 units this month, surpassing the second place ideal with an absolute advantage, and becoming the first in the delivery list of new car-making forces for three consecutive times. Previously, Nezha was either surpassed by Xiaopeng or blocked by ideals with a slight advantage, but now, Nezha has gradually widened the gap with Wei Xiaoli. The relationship between

Nezha and Zero Run is very subtle. Wei Xiaoli of the first echelon has their own characteristics, but Nezha and Zero Run in the second echelon look very similar.

Their main models are all low-priced small cars. At present, the Nezha V series that Nezha relies on is a small SUV starting at 79,900 yuan. In September, a total of 11,935 units were delivered, accounting for 66.3% of Nezha's total delivery volume. The slightly more expensive Nezha U series (starting at 123,800 yuan) only sold 6,070 units, which is half of the Nezha V series. Leapmotor currently mainly relies on T03 and C11 to survive. The former is a small car that is priced lower than Nezha V, while the latter is a little more expensive and is priced above 150,000 yuan, but it is still far from the price range of Wei Xiaoli.

They all want to rise. Selling microcars and is not profitable, and it doesn’t sound amazing. Chinese brands have a “luxury dream”, and new forces cannot be spared. Next, the cars that Leapmotor and Nezha are selling are C01, which costs 193,800-286,800 yuan and Nezha S, which costs 199,800-338,800 yuan, which are areas they have never entered before.

They all face the same problem. Nezha and Leapmotor can gain a foothold now, largely because the competition in the segment is not fierce and has a first-mover advantage, and can win by cost-effectiveness. The mainstream competitive market they want to enter next requires competing for brand strength, technology, and service, which is not what they are good at. Between Wei Xiaoli, Wenjie and Zeikkr, it is hard to say whether there are Nezha and Zero Run.

After talking about these brands, let’s take a look at the new faces.Starting from the second half of this year, the delivery volume of Wenjie and Jikr has begun to rise, becoming a veritable second-tier new car manufacturing force.

9, the industry still followed NIO, with the delivery data of 10,142 vehicles ranked fifth, only 97 more units sold than in August. The question from the QIYI is similar to that of NIO. Previously, the M7 of QIYI claimed that orders exceeded 60,000 in three days of listing. September is the first full delivery month of the M7 of QIYI, but sales have not improved. Only the QIYI know where there is a problem.

is different from other new car-making forces. Wenjie is a new brand that has just been delivered for 7 months. It relies on Huawei marketing to break through the siege. When everyone gets used to the Huawei halo of Wenjie, Wenjie needs to come up with more practical information.

Zeikr delivered 8,276 new cars in September, in a stage of steady growth. Compared with the delivery volume, what is more worth mentioning is channel construction. In September, Zekr built 30 new stores. As of September 30, Zekr has built 200 Zekr centers. For new brands, pre-assembly completion of channel construction means that they will be able to reach more consumers, which is crucial for long-term development.

Dongfeng Lantu and SAIC-owned Zhiji release delivery volumes are both positive, and the data has improved, but it is still slightly bleak compared to other brands. In September, Lantu and Zhiji delivered 2,519 and 1,019 respectively, a slight increase of 3.7% and 1.2% month-on-month. The changes are not obvious. They still need to continue to understand the market.

Overall, there were more head-on confrontations between new car-making forces in September, and basically all new models that were ready to go were launched in September. A new round of competition begins, and the new energy market will change again next.

*The title picture comes from @Nezha Auto.