Recently, a blogger who claimed to be a Mercedes-Benz EQC owner broke the news on a social platform that after testing the Tesla , he finally brought up an Mercedes-Benz EQC electric car, but was ridiculed by Tesla's sales call for revisiting. In this regard, some netizens commented, "If you buy BYD , he won't laugh at you, but if you buy Mercedes-Benz, it won't be okay if you don't laugh."
data shows that Tesla Model Y sales reached 46,694 units in September, while Mercedes-Benz EQC sold only 235 units in September, which was less than a fraction of the sales of Model Y. In addition, BBA ( BMW , Mercedes-Benz, and Audi ) has gradually been eroded by Teslas.
However, in recent years, traditional car giants have also been actively turning around. BBA is crossing the conservative period of " oil-to-electric " and striving to compete for the home rights of the luxury electric vehicle market.
In the era of tram, can the BBA, which once dominated the fuel vehicle era, continue to be "smiling, proud and proud"?
car owners said they were ridiculed by Tesla's sales for buying Mercedes-Benz tram
At present, the domestic electric vehicle market is almost dominated by Tesla, BYD and new car-making forces. As for traditional car companies and even BBA luxury brands electric vehicles, in terms of sales, they are no longer mainstream electric vehicle models sold.
But if some car owners are fond of electric cars from luxury brands such as BBA, it is also a behavior of spending money to buy their favorite cars and should not be ridiculed by others.
Recently, a netizen uploaded a video saying that he wanted to buy an electric car some time ago, so he went to the store to see several models and also tested the Tesla. But in the end, because of his favorite reason, he bought a Mercedes-Benz EQC electric car. Unexpectedly, he received a call from Tesla's salesman, saying that he had bought a Mercedes-Benz EQC electric car, the salesman actually mocked him contemptuously.
blogger said: "The other party sneered and ridiculed, saying 'Hehe, Mercedes-Benz tram, ah my god'."
This also made the owner feel very unhappy. Will he still be discriminated against and ridiculed by others when buying a Mercedes-Benz EQC electric car?
The blogger posted the video to a social networking website and sparked heated discussions. Some netizens commented, "I can't blame others for this." "I want to laugh at Mercedes-Benz's tram, too." "I personally think it's really funny to buy a BBA tram." Some netizens even said, "If you buy BYD, he won't laugh at you, but if you buy Mercedes-Benz, it won't be okay if you don't laugh." "Don't talk about Tesla's sales. In fact, when Mercedes-Benz EQC is ordered, when Mercedes-Benz EQC is turned and left the store, Mercedes-Benz sales are laughing at you."
Some netizens also analyzed: The main reason for Tesla's sales ridicule is that he thinks that trams like Mercedes-Benz EQC are too expensive and their product strength may not be as good as Tesla.
It is reported that as the first batch of electric models under Mercedes-Benz, the Mercedes-Benz EQC guide price is 491,900 yuan to 571,900 yuan; while the Model Y guide price is 316,900 yuan to 417,900 yuan.
In terms of battery life, the EQC 350 4MATIC pure electric SUV has a range of only 440 kilometers and an acceleration of 100 kilometers is 6.9 seconds. The top-end version of Model Y has a range of 615 kilometers and an acceleration of 100 kilometers is 3.7 seconds.
is similar to EQC. At first, BBA's electrification strategy was relatively conservative. It was far from the new forces such as Tesla and even "Wei Xiaoli". The performance of related models in the terminal market was not very impressive.
It is reported that is trying to stimulate sales through substantial concessions when the product has not had outstanding advantages. "Now the EQC 400 4MATIC version can be discounted by 140,000 yuan, and there are discounts to negotiate when you arrive in the store," said a Mercedes-Benz salesman.
BMW sales said that both the BMW iX3 leading model and the Chuangling model can provide 12 points discounts, and the leading model can offer a discount of 48,000 yuan.
Mercedes-Benz EQC electric car Picture source: Mercedes-Benz official website
The secret battle between "century-old store" and "young boy"
According to media reports, at least 5 years ago, not many people could have expected that in the high-end automobile product market in China, a secret battle between "century-old store" and "young boy" would be formed. In the "new world" of electrification, BBA, which once held the high-end market of fuel vehicles, was brought back to a new starting point.
media sorting out the media found that after the discount, Mercedes-Benz EQC and BMW iX3 have entered the 400,000 or even 300,000 market, and have become direct competitors with Tesla, , NIO, , Ideal, etc. However, the large discounts have not won outstanding market performance. Judging from sales, BBA is currently in a big gap with Tesla and the leading brands of new domestic power in the electric track.
data shows that in September, the sales of domestic Model Y was 46,000 units, the sales of Mercedes-Benz EQC were only 235 units, and the Mercedes-Benz EQE sold 675 units. The best performance was the plug-in hybrid model Mercedes-Benz E-Class PHEV, which sold 1,754 units in September. BMW and Audi's electric models are also very embarrassing. BMW iX3 sold 1,723 units, Audi pure electric models sold no more than 1,000 yuan, and Audi Q4 e-tron, with the highest sales volume, only 781 units.
In contrast, Tesla not only stands out in the electric track, but also quickly erodes BBA's market share with its subversion of fuel vehicles. According to the latest data, Tesla delivered 83,000 vehicles in September, and a total of 190,000 vehicles were delivered in the third quarter; in the third quarter, Mercedes-Benz delivered 206,000 new cars to Chinese customers, and the sales gap between the two is no more than 20,000 vehicles.
In the top ten sales rankings of high-end SUVs (model starting price of more than 300,000 yuan) released by the China Passenger Car Association, there are three new energy models on the list, namely Tesla Model Y, Ideal ONE and NIO ES6.
Previously, the sales list of high-end SUVs was the world of fuel vehicles. In addition to the BBA, which controls most of the seats, second-tier luxury brands also divided into part of the market.
data shows that from January to August this year, Tesla Model Y ranked first on the list with sales of 172,418 units, Ideal ONE achieved sales of 75,796 units, and NIO ES6 ranked eighth on the list with sales of 32,877 units. At the same time, these three models are also the largest increase in the list, with an increase of 187.8%, 56.5% and 36.8% respectively.
Of course, on this list, BBA still maintains the absolute leading position in the luxury brand fuel vehicle market. Mercedes-Benz GLC, Audi Q5, and BMW X3 ranked second to fourth with 101200, 99001 and 91950 respectively. But what cannot be avoided is that fuel vehicles and new energy leading models have shown completely different growth curves.
Starting from 2019, BBA has begun to launch its first batch of electric models in a concentrated manner. For example, Mercedes-Benz launched the domestic version of pure electric vehicle EQC in 2019. Subsequently, Audi's pure electric product e-tron also achieved domestic launch in China. BMW launched pre-sale of iX3 in China in September 2020. However, the shadow of the once flagship fuel model can be found in BBA's first electric model Mercedes-Benz EQC, BMW iX3, and Audi e-tron.
"BBA can increase the chassis and control texture from 80 points to 90 points, but in terms of experience of car machines and intelligent driving systems, new forces are better." A media person engaged in vehicle model evaluation said.
Tesla Model Y Picture source: Phoenix.com
Tesla's stock price is halved. Can BBA continue to "smiling, proud gangster"?
Electric vehicles subvert not only the BBA's market sales, but also the cognitive building and brand culture built on fuel vehicle DNA. However, with the continuous changes in the market structure, Tesla cannot say hesitate to rest.
As Feder continues to tighten policies, U.S. growth stocks represented by Tras suffered a severe impact. Tesla shares closed down 7.6% to $204.99 last Friday. The stock price has been cut in half from the high of US$409.97 set on November 4 last year, with its market value evaporated by more than 4.7 trillion yuan, and Musk's shareholding shrank by more than one trillion yuan.
On October 9, Tesla released its data report card for the third quarter of 2022. The data showed that Tesla produced 365,900 new cars in the third quarter, an increase of 53.87% year-on-year; the total number of new cars sold was 343,800, an increase of 42.48% year-on-year. Although quarterly delivery data hit a new high, BYD sold nearly 540,000 units during the same period, nearly 200,000 units exceeded Tesla.
After Tesla released lower-than-expected third-quarter sales data, Morgan Stanley lowered Tesla's annual delivery forecast from 1.37 million vehicles to 1.31 million vehicles, and reduced its 2023 forecast from 2 million to 1.8 million vehicles.
Tesla will release its third-quarter financial report on October 19.Before the financial report was released, Colin Langan, an analyst at Wells Fargo , lowered Tesla's target price from $280 per share to $230 per share.
In addition, the leading domestic new forces of car companies are full of momentum and are gradually gaining a foothold in the electric track.
6 In June, Li Xiang posted a bluntly on social media: "At the latest by the end of 2024, the price of the main models of medium and large SUVs produced in BBA will be less than 500,000 yuan." Previously, NIO also set a flag that "to turn the market structure from BBA to NBA."
When talking about the brand's user base, Li Xiang said that the top three user bases of Ideal ONE are owners of the three BBA brands, followed by VTH (Volkswagen, Toyota , Honda), mainly luxury and joint venture absolute first-tier brand owners.
In June 2022, NIO founder Li Bin revealed that NIO is accelerating the research and development of 200,000 yuan models and will launch a new car brand for the mass market. The brand will benchmark Tesla Model Y and Model 3.
Recently, when asked about his views on Tesla, Li Bin said that Tesla is still under pressure. If its product improvements are not fast enough or do not provide good services, Tesla will be squeezed out of the market soon.
On the other hand, traditional car giants are actively turning around. BBA is surging the conservative period of "oil to electricity" and striving to compete for the home rights of the luxury electric vehicle market.
Since this year, BMW has launched the new pure electric 7 Series BMW i7. BMW Group Chairman Zipze described "BMW i7 as the strongest 7 Series, which is the latest example of BMW's successful development and firm electrification transformation." Audi urbansphere concept car also ushered in its global debut. It is built on the PPE platform and is equipped with Audi pure electric drive system, with a range of up to 750km. Mercedes-Benz's third model, the new EQS pure electric SUV, is also officially unveiled.
is facing the future, Mercedes-Benz, BMW, and Audi have shown firm determination to transform. Mercedes-Benz said it will release three pure electric vehicle architecture platforms by 2025 and will build 8 battery cell factories with partners; by 2030, it will invest more than 40 billion euros to compete with Tesla in the pure electric vehicle market and maintain its position in the luxury electric vehicle field.
According to the plan, in 2022, BMW Group will have 15 pure electric models in mass production and trial production; the "new generation" model based on the new architecture will begin trial production in 2024 and will be unveiled in 2025; by the end of 2025, BMW Group plans to deliver 2 million pure electric vehicles worldwide.
Audi's electrification transformation plan is more radical. Audi proposed in its new "Vorsprung 2030" strategy that Audi will complete a comprehensive electrification transformation within the next 12 years. Starting from 2026, all new models launched by Audi will be pure electric models. By 2033, the production of internal combustion engines will be gradually stopped.
competition has entered a white-hot state, with new and old forces constantly changing, the definitions of pioneers and latecomers have been reconstructed, fuel vehicles and electric vehicles have increased and decreased, who can continue to lead the industry trend under the new competitive landscape?
Upstream News Comprehensive Cailianshe, Beijing Business Daily, Kuai Technology, Sina Finance, Times Finance, etc.
Editor: Li Zhoufang
Editor: Liao Lei
Review: Feng Fei
Review: Feng Fei
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