In 2023, as the automotive industry accelerates its transition to new energy, the term "involution" is repeatedly mentioned. In order to survive in the increasingly fierce market competition, the new domestic car making forces have continuously accelerated their internal competition in the past year. While promoting the reshuffle of the new top forces, they have also to some extent reshaped the competitive landscape of the automotive industry.
From the perspective of annual sales in 2023, except for Ideal Automobile, new forces such as NIO, Zero Run, Xiaopeng, and Nezha have not been able to achieve the sales targets set at the beginning of the year. Among them, Nezha Automobile, which won the sales champion title in 2022, is the only company among these that has experienced negative growth. The sales of NIO, Zero Run, and Xiaopeng have shown a steady growth trend in both 2023 and December.
At the beginning of the new year (January 1, 2024), Xiaopeng Motors' first MPV model, X9, was officially launched;
Before the New Year holiday (December 28, 2023), Xiaomi's technology press conference was held in Beijing. Lei Jun, the founder, chairman, and CEO of Xiaomi Group, couldn't help but pre release Xiaomi's first product - the Xiaomi SU7; Lei Jun made a bold statement: "Through 15 to 20 years of effort, we will become one of the top five automobile manufacturers in the world.";
On December 26th, the Wenjie M9 was officially launched. Yu Chengdong, Executive Director of Huawei, CEO of Terminal BG, and Chairman of Intelligent Automotive Solutions BU, stated that "the best SUV in millions of yuan and the strongest SUV on land have arrived today! The Wenjie M9 has achieved at least one generation leadership in seven major fields: hardcore safety, intelligent space, Turing chassis, Teana sound, intelligent lighting, versatile space, and advanced intelligent driving"
In 2023, as the automotive industry accelerates its transition to new energy, the term "involution" is repeatedly mentioned. In order to survive in the increasingly fierce market competition, the new domestic car making forces have continuously accelerated their internal competition in the past year. While promoting the reshuffle of the new top forces, they have also to some extent reshaped the competitive landscape of the automotive industry.
Data shows that in 2023, the cumulative sales of Ideal, NIO, Lingpao, Xiaopeng, and Nezha were 376030 vehicles, 160038 vehicles, 144155 vehicles, 141601 vehicles, and 127496 vehicles, respectively, with year-on-year growth of 182.2%, 30.66%, 29.67%, 17.26%, and -16.16%.
From the cumulative sales throughout the year, except for Ideal Automobile, new forces such as NIO, Zero Run, Xiaopeng, and Nezha have all failed to meet the sales targets set at the beginning of the year. Among them, Nezha Automobile, which won the sales champion title in 2022, is the only company among these that has experienced negative growth.
In response, Zhang Yong, CEO of Nezha Motors, conducted a "reflection" on a certain social media platform, There are many reasons for not doing well in 2023, and the main ones are as follows: the transition between new and old production was not well coordinated and the pace was chaotic; the pricing of new products was too high, and although the adjustments were made in the second half of the year, the opportunity was lost; the loss making product line significantly reduced production; the dissemination of old and old good things cannot be said; the marketing headquarters centralized and weak management. In addition, the decrease in production in December was mainly for AYA's CKD exports and new ones Prepare for product launch. "
From monthly data, Nezha Automobile is also the only company among several new forces with negative sales growth. In contrast, the sales of Ideal Automobile have reached a new high, breaking through the milestone of 50000 vehicles as scheduled. The sales of NIO, Zero Run, and Xiaopeng have shown a steady growth trend in 2023.
Data shows that in December, the sales of Ideal, Xiaopeng, Lingpao, NIO, and Nezha were 50353 vehicles, 20115 vehicles, 18618 vehicles, 18012 vehicles, and 5135 vehicles, respectively, with year-on-year growth of 137.1%, 78.13%, 119.22%, 13.89%, and -34.12%.
According to official news released by AITO Auto, in December, the AITO WENJIE series delivered 24468 new cars, an increase of 29.96% compared to the previous month. In 2023, the Wenjie series delivered a total of 94380 vehicles throughout the year. The cumulative sales volume of the Wenjie M9 has exceeded 30000 units within seven days of its launch.
Looking ahead to 2024, "AITO Wenjie's expected annual sales for next year are 600000 vehicles, and this goal has been communicated to upstream suppliers," according to media reports. In response, Selis stated, "The sales target is dynamically adjusted based on the internal and external environment. Our joint business with Huawei has not changed its goal of achieving production and sales of one million vehicles by 2026. We hope to take a solid step forward next year."
Coincidentally, Nezha Motors also made a promise last year to achieve one million sales by 2026. In the million sales target, the domestic market will account for 65%, and the overseas market will account for 35%.
For this reason, "Nezha Motors will start anew in 2024," Zhang Yong said, stating that he will "also serve as the General Manager of the marketing company; do a good job in the launch of the 5-seater SUV Nezha L and the crossover vehicle EP41; adjust the existing product line and upgrade channels; all marketing systems will stand up and resume work; after two years of development, overseas markets will have a foundation to accelerate progress in 24 years; comprehensively improve marketing communication and user communication methods."
"We are committed to becoming the best-selling luxury brand in the Chinese market in 2024," said Li Xiang, Chairman and CEO of Ideal Automobile, who has already reached the milestone of 300000 vehicles