The foreign investment is still at the blank period of product independent overwhelming new energy vehicles temporarily established

In the absence of foreign brands, the independent brands have established a staged “overwhelming advantage” in new energy vehicles. On December 7th, the Economic Observer and CCID Consulting issued the "2017 Electric Vehicle Brand Word-of-Mouth Report" (hereinafter referred to as the "Report"). The report shows that, as a whole, domestic electric vehicles (including low-speed electric vehicles) are not only The popularity is much higher than that of foreign brands, and the reputation is also significantly higher than that of joint venture brands.

In this investigation, from the national private car master database, a random sample was taken and the final contact database list was 4976, with a total of 1864 successful samples. A total of 26 brands were investigated for pure electric vehicles, including 24 domestic and joint venture brands and 2 foreign brands. Through an objective assessment of the consumer's reputation in the current market for pure electric vehicles and low-speed electric vehicle brands in terms of price, power, endurance, and space, a final report was formed.

The report shows that the brands of electric vehicles most commonly known to the Chinese are: BYD (62.750, -0.91, -1.43%), Tesla and BAE New Energy. The public awareness of the three companies is 83.7%, respectively. 61.6%, 44.8%. In the field of low-speed electric vehicles, the three brands most familiar to consumers are Reding, LaCie and Yu Jie. In the use of word of mouth, the top three were Tesla models, Tesla modelX and BYD Qin. However, overall, the overall reputation score of domestic pure electric vehicle brands is still higher than that of joint venture brands.

In terms of brand reputation, BYD still holds the top spot, winning 36.7% of the votes, and Tesla with 20.2% and 9.2% respectively, followed by BAE New Energy. At the same time, the report shows a very interesting stage characteristic - brands that are strong in traditional fuel vehicles do not necessarily have a good reputation in electric vehicles.

Taking BYD and Tesla as an example, 85.3% of the respondents aged 46 or above stated that they heard or were familiar with the BYD brand, while Tesla’s share was 58.8%. It is more interesting. What's more, the reputation of BMW in the traditional fuel-car companies is only 26.5% in this group. The momentum of the joint venture between Mercedes-Benz and BYD is even less known, and the popularity is only 2.9%.

In addition, the current consumer population of electric vehicles, the income structure is generally high. In all the samples, the household annual income of 100,000 to 300,000 yuan (excluding 300,000) accounted for the highest proportion of 72.8%, followed by 100,000 yuan or less (excluding 100,000), 19.5%, and the family’s annual income was more than 300,000 yuan. 7.7%. The successful samples were distributed in more than 30 provinces and municipalities across the country. Among all the samples, the highest proportion of the 26-35 age group was 58.8%, followed by the 35-45 age group, which was 21.2%. The proportions of 18-25 and 46 years old were 12.8% and 7.2%, respectively. Among them, men accounted for 54.3%, women accounted for 45.7%.

Core technologies still have gaps

Thanks to the strong support of various supply-side elements such as policies, capital and technology, China's new energy (8.700, -0.28, -3.12%) has achieved new breakthroughs in the scale of the auto industry, technology, etc., and has become one of the world's largest new energy automotive markets. . According to data from the China Association of Automobile Manufacturers, China’s new energy vehicle production and sales in November were 122,000 and 119,000, respectively, which represented a year-on-year increase of 70.1% and 83% respectively; in the first 11 months of 2017, cumulative production and sales were 639,000 and 609,000 respectively. Vehicles, the year-on-year increase of 49.7% and 51.4%, respectively.

Among them, sales of new energy passenger cars were 83,000, including 68,000 pure electric passenger cars, 15,000 plug-in hybrid passenger cars, and 36,000 new energy commercial vehicles, of which pure electric commercial There were 34,000 vehicles and 2,000 plug-in hybrid commercial vehicles. In the first eight months of 2017, the cumulative sales of new energy passenger vehicles were 476,000, and the cumulative sales of new energy commercial vehicles were 133,000. Xu Haidong, assistant secretary-general of China Automobile Association, predicts that the production and sales of new energy vehicles in 2018 may reach 1 million vehicles.

However, at the same time as the achievement was achieved, the problems in development were also prominent, which was highlighted in the absence of core technologies. Xin Guobin, deputy director of the Ministry of Industry and Information Technology, pointed out that the promotion and application of new energy vehicles still rely mainly on policies, and a mature and completely competitive market has not yet formed. Compared with the world's advanced level, China's new energy vehicles still have a large gap in quality. In addition, the major automobile groups still do not fully grasp key core technologies in the fields of passenger vehicle platform technology, engine systems, and power battery system integration, and have not yet formed a complete industrial system and development capabilities.

As the earliest representative company in the field of new energy vehicles, Jiang Jinhuai (9.540, -0.13, -1.34%) Group Chairman An Jin pointed out in a recent speech that Chinese brand car companies have increased investment in R&D and valued product design in recent years. Taking the opportunity of mobile internet and new energy, it has already played a major role in the new energy automobile market. However, there is still a big gap between Chinese brands and foreign brands in brand influence.

This is reflected in several aspects. The first and foremost is the low brand recognition and low loyalty. The main market is still concentrated in the economic market of 100,000 and below, far from the level of joint ventures. The reason for this phenomenon is that there are gaps in product quality, core technology, and model innovation. According to industry analysts, the phenomenon shown in the survey report is a phased feature. At present, the foreign energy auto market has fewer foreign brand products, and is concentrated on high-end products. The price is high, which enables the independent brands to grasp the first-mover advantage. It does not mean that the gap between the two has completely disappeared.

2020 will be the dividing line

However, this phased advantage can not be maintained for a long time. Foreign brands have already buzzed the door of China's new energy automobile market and have released new energy vehicle strategies in the Chinese market. Among them, as a foreign brand with the largest market share in China, Volkswagen has proposed radical development goals in the Chinese market. In addition to the joint production of electric vehicles (including passenger cars and commercial vehicles) with Jianghuai Automobile in China next year, Volkswagen will also make arrangements with two partners FAW and SAIC in terms of new energy vehicles.

Among Japanese cars, Honda Motors is the most active. It announced this year that it will launch an exclusive electric car tailored for the Chinese market in 2018, and that by 2030, electric vehicles will account for two-thirds of the products sold in the global market. . While Toyota, which is relatively "strategic" in strategy, Toyota said it is exploring the earliest mass production of electric vehicles in China in 2019. Nissan Motor Co., Ltd. has already introduced its mature Nissan Leaf to China.

As a representative of the US Department of General Motors, GM also announced that by 2020, it will launch 10 models of electric vehicles and hybrid electric vehicles in China. GM plans to put into operation a pure electric vehicle in China within two years. By 2020, the annual sales of electric vehicles and hybrid vehicles will strive to reach 150,000 units, and they will strive to exceed 500,000 vehicles by 2025.

Ford Motor Co., Ltd. also plans to invest US$4.5 billion in electric vehicle development around the world by 2020, and plans to launch 13 models of electric vehicles. By that time, 70% of the models sold by the brand in China will be new energy vehicles. In the next five years, Ford plans to launch a pure electric SUV in China with a cruising range of 450 kilometers. As a pioneer, Mondeo Energi plug-in hybrid models will also be put into production next year.

In addition, BMW is the most active in luxury cars. In addition to the introduction of the i brand and the launch of the ZINORO brand, BMW also established a power battery center in China to launch high-end electric time-sharing leasing products. The overall layout of new energy vehicles in the area of ​​travel is increasing. In addition, Mercedes-Benz, Audi, Volvo, Jaguar Land Rover and others have corresponding plans. For example, Volvo will launch the first pure electric vehicle in China in 2019.

It is not difficult to see that many foreign brands have chosen to enter the Chinese market around 2020. From a macro perspective, the subsidy policy of the Chinese government will be cancelled in 2020 so that all companies can stand on the same starting line and really rely on product competition. On the other hand, local auto makers have also further heated the market. Chen Qingtai, chairman of the China Electric Vehicles Centennial Association, reminded Chinese auto makers that multinational companies will enter the Chinese market after 2020 subsidies, and competition in the new energy auto market will be extremely cruel.