300,000 Chinese brand new energy SUV market research
[Autohome News] Before 2020, our Chinese brand’s medium/medium and large SUV products were still rare, and the market was almost monopolized by overseas brands. At that time, we were still very cautious about this market. Even if there were products, most of them showed brand perception and technology, and did not pursue market performance. However, the growth of our Chinese brands in the past two years has indeed made rapid progress, especially in the new energy market. Medium/medium and large SUVs have gradually become the mainstream. Not only is the market demand increasing day by day, but our products are also becoming more and more mature.
Recently, it has also become a period of product explosion in this market, including the new (|), the new Wenjie M7, Lynk & Co 08 EM-P and the new Xiaopeng G9 have been launched, and new players such as Zhiji LS6 are waiting for an opportunity. What is their market prospect? What is the sales policy now? Let’s go to the store again to find out.
◆ The new NIO EC6
Price range: 35.80-41 6,000
Product features: LiDAR upper body, appearance/configuration have been upgraded
Store location: direct sales model, there are many supermarket/store layouts. At present, there are 134 NIO centers, 286 NIO spaces, 304 NIO service centers and 58 NIO delivery centers globally
The new NIO EC6 was officially launched on September 15, with two versions priced at 358,000 (75kWh) and 416,000 (100kWh). It stands to reason that it is beyond our 300,000 car purchase budget, but after using the NIO BaaS battery rental plan, the price of both models is 288,000 (battery rental 980 yuan/month and 1680 yuan/month), just within the budget, plus a good heat, so we decided to add it to this car purchase survey.
The new EC6 has not been listed on the day of arrival, so there is only one.10,000 points for booking (deposit 5000 yuan)Other relevant policies are subject to those announced at the time of official listing. Detailed information can be found atClick here.Check, the delivery cycle is about 2 weeks. At that time, although the price of the new EC6 has not yet been released, the sales said that it is expected to be about 350,000, which is very close to the actual price. The order data is also relatively good. There are already more than 10 orders in the store, and one can be added every day on working days, and about 3 on weekends. The order is mainly for young people. Older users are also interested, but they have not placed an order. They still want to wait for the listing price to come out. Overall, the market prospect is relatively optimistic. It is worth mentioning that although the new EC6 has no discounts, there are no discounts in the storeES8 and ET7 have a small number of stock cars, you can get a discount of 10,000 yuan…
One of the main upgrades of the new EC6 is the appearance, and the other is the intelligent performance. The appearance aspect includes changing the appearance to a new design style, and at the same time provides 9 body colors to choose from. The interior will also provide 3 exclusive color schemes. It just so happens that the car on display adopts the Danxia red color scheme, which is very classy. In addition to intelligence, the new car is equipped with the latest banyan system and NOP + driving assistance. This time I came to the store just in time for the system upgrade, and I couldn’t actually experience it. However, friends who want to know more about the new car can also check our previous detailed experience videos.
The NIO EC6 was first launched in 2020, which can be regarded as a pioneer for Chinese brands to enter the medium-sized SUV market relatively early. At that time, it was also regarded as one of the strong competitors of Tesla Model Y. After the previous generation EC6 was launched, it achieved a monthly sales of 3,000 +, which is also a meritorious model that helped NIO achieve monthly sales of over 10,000 and successfully ranked among the top three new forces. With the launch of the new EC6, it can be regarded as the last piece of the puzzle of the NIO NT2.0 platform. It is bound to bear the burden of sales again. The future market performance is what we all look forward to.
◆ New Xiaopeng G9
Price range: 26.39-35 9,900 yuan
Product features: configuration adjustment, more people-friendly, more practical
Store location: mainly based on the direct sales model, but also developing the dealer model.Supermarkets are the main ones, and there are also departmental stores.
The new Xiaopeng G9 just listed on September 19, after the completion of the change, the new car has finally dropped to 300,000, a total of 5 models, the price range is 26.39-35 9,900 yuan. At the same time, you can also enjoy the air suspension time-limited 20% off, car color limit free, delivery gift package, replacement subsidy, intelligent upgrade and other subsidy policies, while there are points compensation and hardware upgrades for old owners and so on.
This time, the Xiaopeng G9 has been mainly adjusted for the configuration. For example, the Danao audio + 5D music cockpit is replaced with an optional configuration, and the standard Xiaopeng XOpera brand audio is equipped. In practice, this self-developed audio can also provide a good listening experience for front and rear passengers, which is completely sufficient for the vast majority of people. In addition, the car system still maintains a relatively high level, and the voice response is very sensitive, which has always been XPeng Motors’ expertise. Of course, in addition to the audio, the new Xiaopeng G9 has many details to adjust. For details, you can click here to view.
There is a new G9 570max model display in the store. This is also the configuration mainly promoted by Xiaopeng G9. The new G9 has not been listed when it arrives at the store.The deposit is 5,000 yuan, and delivery is expected to start in 1 month.In addition, sales representationThe old Xiaopeng G9 can have a discount of 10,000 yuanHowever, there are only a small number of existing cars, and they are not available when they are sold out. But users who come to the store are basically waiting for the launch of the new G9. After all, there was news at that time that the price of the new model would be cheaper, and the configuration adjustment would not be large.
Xiaopeng G9 was officially launched in September 2022 at the earliest, and it has been exactly one year. As the flagship product of XPeng Motors, although its intelligent driving and charging capabilities have been raised to a new height, the pricing of 30.99-46 9,900 yuan has not been recognized by the market. Except for the sales volume of 4,000 in December 2022, the average monthly sales volume in other months basically hovers around 1,000. After the launch of the new Xiaopeng G9, the price range will be greatly reduced. Can it be recognized by the market again?
◆ New Q Jie M7
Price range: 24.98-32 9,800 yuan
Product features: five-seat version, Huawei ADS 2.0 smart drive, all-aluminum chassis
Store location: Huawei direct sales are mainly in supermarkets, while Sailis direct sales are mainly in industrial park stores, and supermarkets have a wider layout
The new Q & J M7 was officially launched on September 12, with a total of 5 models and a price range of 24.98-32 9,800 yuan. Since the new car was pre-sold at the Chengdu Auto Show in August, the cumulative order exceeded 15,000 units within 24 hours of listing, and 2700 new orders were added on September 17, creating a new high for the brand’s single-day orders. It can be seen that whether in the supermarket Huawei store or the Q & J 4S store, the new Q & J M7 has become a well-deserved star product.
According to sales, the new M7 store can basically guarantee a daily increase of 2-3 orders, and can double on weekends, mainly young consumers, most of them choose 5-seat smart driving version (309,800), Huawei ADS 2.0 smart driving is still very attractive to young consumers, and the older ones will basically choose the rear drive version (5 rear drive version sold 249,800, 6 rear drive version sold 269,800 yuan). According to previous news, Huawei ADS 2.0 smart driving system is expected to be in the National Open City NCA in December, when it may usher in another wave of sales.
If you place an order before the first sales period on October 7, you can get a cash discount of 6,000 yuan, a matching fee of 12,000 yuan and a matching benefit of 15,000 yuan (choose one of three). In addition, there is a replacement subsidy of 15,000 yuan in the store, and the sales rights are still quite attractive. Although the new Q Jie M7 will be delivered when it is listed, if you place an order now, the delivery cycle will take about a month. It is worth mentioning that the new Q Jie M7 has a new 5-seat version with high comfort in the rear row, which is the most comfortable in this visit. In addition, Hongmeng Smart Cockpit 3.0 also has excellent performance. Except for the slightly slow automatic speech recognition (possibly due to signal problems in the exhibition hall), other performances are impeccable.
Wenjie M7 was first launched in July 2022. Under Huawei’s halo blessing, it achieved good market feedback in the early stage of listing. The highest monthly sales exceeded 5,000 units, but it fell sharply after 2023, with the average monthly sales falling to about 1,000 units. The new Wenjie M7 can be said to have been adjusted very timely and successful, especially at the moment when Huawei’s new mobile phones are released, the new M7 is also taking advantage of the momentum and has the potential to enter the first echelon.
◆ Lynk & Co 08 EM-P
Price range: 20.88-28 8,000 yuan
Product features: Meizu car machine, new design language/pure electric battery life 245km
Store location: dealer model, mostly industrial park stores, few supermarkets
Lynk & Co 08 ushered in the official listing on September 8. This time, a total of 5 models were launched, priced at 20.88-28 8,000 yuan. Through communication with sales staff, it was found that there are no other preferential policies in the store. For consumers who want to buy Lynk & Co 08, they can only refer to the official rights and interests released when they were listed. At present,Lynk & Co 08 all models can enjoy 9,000 yuan to enjoy the gold when placing an order. At the same time, you can also upgrade the Harmanka 23 speaker audio bag worth 10,000 yuan for free. The optional "Technology Pride Smart Enjoy Pack" can get 7,500 yuan for five years of NOA function service. In terms of replacement subsidy, you can enjoy a replacement/additional purchase subsidy of up to 6,000 yuan. In addition, you can also get 300 yuan worth of Meizu Mall 30,000 points.
According to Geely’s official sales figures, the Lynk & Co brand sold 18,696 units in August, an increase of about 9% month-on-month and an increase of about 24% year-on-year. According to previous data, less than a week after the new car opened for pre-sale on August 8, the order has exceeded 10,000 units. On the same day, I communicated with the staff in the Beijing store and learned that since the official listing of Lynk & Co 08 as of September 15, the current in-store sales have exceeded 100 units. In this way, this store alone has an average of more than 10 orders per day. It seems that the popularity of new cars is still very high. During our viewing, there are staff who are explaining the functions of the car system to users. It can be seen that users are still very concerned about the intelligent configuration of vehicles.
The new car uses the latest LYNK Flyme Auto Meizu car system. The sales staff in the store said that it has the same level of fluency as the mobile phone, and the actual experience is really good. Our experience of zoom navigation, one-handed sliding interface, switching between different interfaces and other conventional operations did not find any cards or slow responses during the process. Basically, we can realize finger operation where to hit, and the response is very fast. In addition, we also experienced the automatic speech recognition function of the car. Lynk & Co 08 can only support voice conversations in a single area. When the main driver issues a voice command, the co-pilot immediately sends out a voice command that cannot be recognized. In this regard, we can compare the M7, which can support continuous dialogue in different zones and increase the convenience of continuous operation for different passengers in the car. But for the usage habits of different users, we can’t give absolute good or bad evaluations.
In addition to the function of the car, when we learned that the Harmanka stereo can be replaced for free, we immediately carried out the experience, which does continue the consistent characteristics of its brand, with excellent sound resolution. In addition, we hope to give users a certain reference in the car purchase experience. Looking back at our car store this time, the overall scale is relatively large, and different models have cars on display. There are also a small number of official used cars in the store. The service attitude of the sales staff in the store and the patient explanation provided us with a good car viewing experience.
◆ Zhiji LS6
Pre-sale price range: 23- 300,000 yuan
Product features: DIY personalized dress-up/technology cockpit design, GPT large modelgo online
Store location: direct sales model, mostly supermarket stores, industrial park stores are rare
Zhiji LS6 has opened pre-sale at the previous Chengdu Auto Show, and the pre-sale price range is 23-300,000 yuan.The new car plans to show the car to the store on September 22. By inquiring about the sales in the store, it is expected that the official price will be maintained within 300,000 yuan, and it will be officially listed and delivered in October. At present, there are no additional preferential policies in the store, and it is still based on official rights and interests. At present, the preferential activities that provide 2,000 yuan of intention gold to 5,000 car purchases also include 10,000 yuan of optional funds. For L7/LS7 owners, they can enjoy another 10,000 yuan discount.Since the pre-sale started at the end of August, as of the day of the survey on September 15,The national order volume of Zhiji LS6 has reached 15,000 units.
The new car offers a total of 7 body colors. According to the store, the current main colors are brown, cyan and pink. Obviously, pink bodies are more popular with female consumers. Interestingly, although we didn’t see the real car, the in-store sales explained to us a variety of personalized gameplay of Zhiji LS6, including DIY replacement of different colors of rim decoration, side skirt trim and rear spoiler trim and so on.
Since there are no show cars in the store at present, we did not experience the actual operation of the car and machine system this time. However, in the store we experienced the car and machine of Zhiji L7 and the voice control system. The overall recognition speed needs to be improved compared with other vehicles of the same class. Looking forward to LS6’s improvement in this regard. The Zhiji car we investigated this time is a store located in a large shopping mall. The store decoration style is similar to the reduced version of the car show booth, located in the central lobby area of the mall. The service attitude of the staff in the store and the professional performance of the product are acceptable.
Editor’s comment:
This time we are mainly limited to about 300,000 of new products to the store survey, but in the domestic new energy market, of course, there are many BYD, Tengshi and ideal brands have very good products have been affirmed by consumers. An obvious feeling is that compared with the previous store survey by price, preferential and other stimulus policies, this survey we are more impressed by the product force.
They are not only trying their best to meet the harsh conditions of consumers "both want, want, and want", but also form brand differences through details and bring some unexpected joy. So if you buy a car 300,000 budget, what aspects do you value most and which model will you choose? Which new car market conditions do you want to see? You are welcome to leave a message in the comment area, our car purchase investigation team is always ready. (Text/Autohome Guo Chen, Yao Yu)