Landing on the mini-car market, we used to lay only a beach.

According to the data of the Federation of Travel Unions, the sales of new energy passenger vehicles in August 2017 reached 53,000 vehicles, a year-on-year growth rate of 72%. In 2017, under the current situation in which domestic passenger vehicle sales growth slowed down, new energy passenger vehicles continued to maintain a good growth rate.

In August, pure electric passenger vehicles accounted for 80% of the total sales of new energy vehicles, becoming the leader in driving the development of new energy automotive industry. In August, there were 24,000 A00 electric vehicles in the pure electric passenger car, which represented a 138% increase over the same period of last year and accounted for 57% of the passenger car. According to statistics, in 2016, sales of new energy passenger vehicles were as high as 320,000, while A00 class vehicles accounted for nearly 60% of the total, and the market was huge.

The A00 class car is a minicar with a wheelbase of between 2 and 2.35 meters. Pure electric cars such as Dongfeng Yulu, Zhidou series, and Changan Benben belong to the category of mini vehicles. In recent years, with the widespread promotion of new energy vehicles, A00 pure electric vehicles have won consumers' recognition for their low price and high cost performance.

Take the current best-known Zhidou D2 as an example, D2 models officially launched three new models, the price range of 46,800 -598,800 yuan (after subsidies), and the same type of A00-level fuel vehicles, the price gap is smaller. Compared with Grade A or A0 pure electric cars, the A00 electric car can better reflect the advantages of low energy consumption of new energy vehicles. Due to the smaller body and lighter weight of the A00 electric vehicle, the vehicle consumes less power while cruising. While effectively controlling the cost, the vehicle can also maintain high cruising range. For the average family, A00 electric motor is selected. As a means of transport, vehicles can basically meet the family's daily commuting needs.

According to the statistics of the sales data of new energy vehicles in the first half of 2017 by the Federation of Travel Unions, the sales of Zhidou D2 and Beijing Auto EC series A00 new energy vehicles were far ahead. Under the huge market stimulus, various car companies rushed to land in the A00 class sedan market and launched themselves. Model. Leading new energy vehicle leader BYD Wang Chuanfu could not help but announced to the media, BYD will be the main electric mini-car market in the 2018 main hit 100,000 yuan, the future micro-car and small car market share may account for more than 75%.

In addition to products generally recognized by the market, domestic car companies are keen on A00 sedans, and their technical difficulty is also inseparable. As an entry-level sedan, the A00-class car has a relatively low degree of difficulty when compared to other models. In the field of new energy vehicles, some companies with less accumulated technology have chosen the A00-class sedan as an entry point and are eager to share a share of the new energy auto market.

Although the A00-class sedan can provide a new energy vehicle enterprise with roots that can take root, car companies must also understand that companies cannot rely on a single type of vehicle. Compared to the Smart cars and BMW I3 in the small car, this "prestige", the independent brand of mini cars can only take the "affordable" route. By relying on the number of "human tactics" to win, it will inevitably cause the domestic new energy automobile industry "big but not strong" situation.

Recently, Xin Guobin, vice minister of the Ministry of Industry and Information Technology, pointed out during the speech at the TEDA Automotive Forum that although significant progress has been made in the development of the new energy automotive industry in recent years, there are also signs of structural excess, which must arouse the attention of the industry and carefully guard against it. . There are a large number of domestic new energy auto companies, and the level of development of the industry has not been ignored. The “scattered mess” has become a bottleneck restricting the development of the new energy auto industry. The author believes that the behavior of companies to get together to land in the A00 market is a sign of a structural overcapacity in the domestic new energy auto industry.

In 2016, the production and sales volume of new energy vehicles in China exceeded 500,000 vehicles, and the cumulative number of new energy vehicles exceeded 1 million, accounting for more than 50% of the global market. China has become a big country of new energy vehicles, and domestic brands have new energy in the world. Car sales rankings can occupy a place. It is gratifying to obtain results, but the impact of European and American auto giants on the domestic new energy auto industry has not been interrupted. In order to quickly set up their own homes in China to seize the Chinese market, in addition to the "double points" system caused by Chinese and foreign car companies " In addition to the tide of marriage, foreign car companies have already begun to race against time in pure electric vehicles. In a manufacturing experience shared by a Mercedes-Benz engineer, the German, who has always been rigorous, has reduced the 48-month period to 12 months in the development of the Vito E-Cell, a purely electric commercial vehicle. With the announcement of luxury car brands such as Jaguar and Land Rover, the pressure for independent brands of new energy in the future will be unprecedented.

Wang Yabo, president of Lunshi Technology New Energy Automotive Division, told the battery China Network that domestic new energy vehicles have developed earlier and have accumulated a large number of customers and technologies, and have strong competitiveness in cost control. However, as domestic new energy vehicles are currently taking the low-cost route, it is difficult to break through the brand upwards. If the prices of foreign brands decline, the profit margin of domestic new energy vehicles will be greatly reduced.

Sewing lost his horse and he knew he was not happy. The explosiveness of the A00-grade new energy auto market is not only an advantage for the industry, but also a signal that car companies need to prevent proliferation. Tesla, the world leader in high-end new energy vehicles, only occupied 45% of the US electric vehicle sales in the first half of the year based on Model S and Model X alone. Tesla's brand is gradually being accepted by the public. In comparison, the hot situation of domestic A00 cars is not to be worried. In the future, it will be difficult for us to rely on mini vehicles to gain competitive advantage in the international market. Domestic car companies also have no shortage of high-end new energy car brands, but they have often been thwarted by the market, such as the industry's positive evaluation of the Teng potential car, but the market has been sluggish people can not help but sweat.

The reasons for this dilemma are various. In addition to the car manufacturer's car repair technology, brand positioning, marketing strategies and many other factors have restricted the development of car brands. In general, our country is going to take a new energy car. The road is still very long. It takes a lot of work to realize the "turning overtaking."

In recent years, domestic auto brands have achieved some achievements in the international market through self-developed SUVs. For example, Harvard in the Great Wall, although it was established in just four years, the global SUV brand value has already squeezed into the top ten in 2017, surpassing Ford. Audi and Honda ranked fourth behind Land Rover, Toyota and BMW.

Domestic car companies also want to apply this attitude to new energy vehicles. The new energy mini car is a beach. It may be either "Normandy" or "Dunkirk," and it is artificial, and then the industry. Towards how it needs to be controlled by companies themselves.