Text/Taoli
For Nezha Automobile, this year is undoubtedly the year with the best development momentum. In the first half of this year, Nezha opened 189 new stores. At the global technology brand conference, three major technology brands, Haozhi Supercomputing, Haozhi Electric Drive, and Haozhi Extended Range, were also officially released. With its extremely high cost performance, Nezha Automobile has taken root in the mid-to-low-end new energy vehicle market, and its sales continue to improve.
In November, the sales performance of Nezha Automobile was still remarkable, with sales reaching 15,072 units. increased by 451% year-on-year. A total of 144,278 units were delivered from January to November. increased by 142% year-on-year. also surpassed Wei Xiaoli again and successfully won the first place in the new force sales volume that month.
In fact, it is expected that Nezha Automobile will perform like this, because the price of new energy vehicles is getting higher and higher, and the technology and supporting facilities are still not fully mature, so many consumers do not dare to rush to buy new energy vehicles, more because of the need for transportation. Therefore, in the current new energy vehicle market, the main sales volume is concentrated in the sinking market, especially the scooter market with a price of about 100,000 yuan.
Judging from the sales of Nezha Automobile's models, Nezha Automobile's initial market target is anchored in the small car market that focuses on cost-effectiveness. Among them, Nezha V is the absolute sales leader, with 11,263 units sold in November; Nezha U sold 3,607 units, and the two cars accounted for 98.6% of the total sales; and Nezha S, which was officially delivered in November, sold only 202 units.
From the external market environment, with the increasing downward pressure on the economy and rising oil prices and other factors, the small pure electric vehicle market has become a hot spot. Therefore, the best choice for Nezha Automobile is to continue to make its own cake, launch more products, and stabilize its market position of around 100,000 yuan. Of course, from a profit perspective, it is the best way to choose a market where premium is higher than . However, Nezha Auto seems to have gone astray. After
already owns the flagship coupe Nezha S, it has begun planning another sports car , which is the Nezha E that was exposed online some time ago and is positioned as a two-door four-seater pure electric sports car. Hezhong Motors CEO Zhang Yong called it "young people's first real sports car" on Weibo and said it would be mass-produced and delivered in the first half of next year. He seemed full of confidence.
Let’s not talk about the design of this car. At present, consumers are still not very accepting of pure electric sports cars. The current market sales of high-end pure electric cars mainly come from additional purchases and trade-ins. Judging from the sales of market segments, under the influence of the Chinese family concept, SUV models with large space and large capacity are obviously better sold than sedan types. The sales volume of more than 50,000 Model Y in a single month is very clear.
The current market is moving in the direction of younger people, but many people only notice that young people like individuality and are willing to spend money to pay for the things they like. However, after three years of the epidemic, this concept seems to have changed. Recently, the Beijing Normal University research group produced a "New Youth Fashion Consumption Trend Development Report", which pointed out that nearly 70% of new young consumers' first consideration is cost-effectiveness, and they prefer to pursue better quality of life while budgeting carefully. Sports cars are indeed the dream of many young people, but we have to consider how cost-effective Nezha E is and whether Nezha Auto can support this IP.
If you are out of curiosity and just want to experience the feeling of a sports car, there are better choices than the Nezha E, such as the Qiantu K20. This car is also a pure electric sports car, but it is positioned as a two-door and two-seater. The starting price is less than 100,000 yuan, and its cost performance is far better than that of the Nezha E. In short, the practicality of sports cars cannot be overstated. Although the current sales of Nezha Auto are not bad, like other new power brands, they are still in a state of loss. It is obviously too difficult to turn around with sports cars, and it may fall into even greater losses.
is written at the end;
In fact, if Nezha Automobile continues to focus on cost-effectiveness and builds a model with a wider audience such as a home extended-range MPV, it is estimated that external expectations will be higher.In addition, many brands are starting to build sports cars at this stage, but most of them are to demonstrate their car-making capabilities and have no plans for mass production. I wonder if Nezha Automobile wants to be the first to try it out.
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-