New energy vehicles cannot give up going to sea

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Text / General Dao

Source / Dao is always reasonable (ID: daotmt)

Recently, some media reported that NIO will enter the U.S. market in 2025 and deploy its first power exchange station in this market as soon as November this year. This is not a whim of NIO. As early as May this year, NIO released its strategy and plan to enter overseas markets.

Like most new energy car companies, NIO’s first stop when going overseas was in Norway. Coincidentally, in June last year, BYD’s first batch of 100 Tang EVs set sail from Shanghai Port, and the transportation destination is also Norway. It is expected to be delivered to local customers in August. Europe has become a must for new energy vehicles. And the whole system of services will be officially launched in Germany, the Netherlands, Sweden and Denmark.

The strength of the automobile industry has always been the epitome of a country’s industrial development. Domestic auto exports were the third largest in the world last year, after Japan (3.82 million) and Germany (2.3 million), and have significantly surpassed South Korea (1.52 million). In the past two years, due to the rise of the new energy field, domestic auto exports have become more lively.

Data shows that in 2021, the domestic new energy export volume will reach 310,000 vehicles, a year-on-year increase of 304.6%. If it continues to grow at this rate in 2022, it is likely to surpass Germany. Facts have proved that it is indeed the case. The performance of domestic new energy in the European market and the South Asian market is very good. Car companies are accelerating their efforts to go overseas. Obviously, they cannot only put their eggs in the domestic basket.

The domestic halo loses its “filter” overseas

New energy car companies cannot lose Norway, just like the West cannot lose Jerusalem.

The vast majority of new energy car companies love Norway. Counting these years, in September 2019, SAIC MG ZS pure electric SUV was launched in Norway; in June 2020, SAIC MAXUS announced that the first batch of 328 SAIC MAXUS EV30s were shipped to Norway; later BYD and NIO’s trip to Norway was also widely known. .

The new energy of the Norwegian car market is almost a full-scale action. It is reported that this is the first country where the sales of electric vehicles exceeds that of fuel vehicles and hybrid vehicles. According to data from the Norwegian Road Union, pure electric new energy vehicles sold in Norway accounted for 54.3% of sales in the Nordic countries in 2020, higher than 2019. 42.4%, Norway will stop selling fuel vehicles in 2025.

It can be said that Norway is the epitome of the entire European tram market. As early as 2020, the sales of new energy passenger vehicles will account for 11% of the European market, surpassing China in one fell swoop. However, when car companies go overseas, an obvious change is that when they go overseas, whether the domestic glory is written off. Take Europe as an example, it seems that it does not care whether you are a new force favored by capital or an unknown junior.

Whether it is BYD or Wei Xiaoli, they will find themselves competing with third-tier brands in Europe that they once dismissed. Among the domestic car-making forces, who are the top sellers in overseas markets? The answer is an obscure name “Aiways”. In China, this brand can’t even count the waist of a car.

The data shows that the monthly sales of AIWAYS U5, the main model of AIWAYS, are only a few hundred on average, and the sales volume of Skyline ME7 has just exceeded double digits in the same period. In the past 12 months, the sales volume of AIWAYS U5 reached the highest in March 2022, and the sales volume was only 415 units. In May 2022, AIWAYS U5 sales volume was 367 units.

But overseas is another world. AIWAYS U5 is sold in Germany, the Netherlands, Belgium, France, Denmark and Israel. As of the end of the first quarter of 2021, the number of AIWAYS vehicles exported has reached 1,056, exceeding the total export volume in 2020. The sales volume of AIWAYS U5 in China in the past year was only 2,600 units, but the number of new cars exported overseas since 2021 has reached 1,634 units. As of July last year, AIWAYS had exported a total of 2,663 new energy vehicles.

Flowers inside the wall, fragrant outside the wall. Similar to AIWAYS are SAIC MG MG and SAIC MAXUS. In 2020, the self-owned brand MG and MAXUS new energy vehicles will sell well in Europe, with sales exceeding 25,000 units, ranking in the market segments of the UK, Norway, the Netherlands and other countries. Top rank, and achieved a profit of more than 40 million euros through carbon emission credit trading.

However, in China, as of August 2022, the latest monthly sales of MG 6 new energy are 35 units, and the cumulative sales in 2022 will be 135 units. In contrast, according to the new energy sales data in Norway in July, MG and BYD ranked fourth and sixth in the brand sales list. Among them, MG sold 455 vehicles, with a monthly market share of 8.5%, surpassing BYD’s sales of 243. vehicles, with a monthly market share of 4.6%.

In the same way, there are more than one “transmission” in the new energy vehicle circle, which is undoubtedly a big challenge for the new forces headed by Weilai. The total registrations of various brands in the Norwegian market from January to May 2022 show that Tesla has 5,375 vehicles, accounting for 12%; Polestar has 1,984 vehicles, accounting for 4.4%; BYD has 644 vehicles, accounting for 1.4%; Xiaopeng has 447 vehicles, accounting for 1%; Weilai has 404 vehicles, accounting for 0.9%.

It is obvious that he is still loved by thousands of people in China. Why did he start to adapt when he went overseas? One thing to note is that most domestic car companies have not yet established a real brand effect overseas.

In addition to Tesla, other new energy car companies in the world, once they step out of their own thresholds, at least there is not much difference in brand awareness, especially in a market with a long history of cars like Europe, who wins and who loses may not be famous Have the final say. In 2022, new forces are eyeing overseas markets.

Xiaopeng has publicly stated that it hopes to balance the delivery volume in the domestic and overseas markets. The long-term goal is to sell 50% of its cars abroad and 50% to stay in China. From the current point of view, after going to sea, they are bound to face a bloody battle, and their feng shui will take turns, and their opponent is likely to be the wave that they have never cared about.

Rely on fame rather than on strength

China, the United States, and Europe are the three most important markets for the automotive industry in the world.

From 2019 to 2021, these three major markets accounted for 65.27%, 66.37%, and 65.13% of the total global car sales, respectively, and remained stable at around 65% for three consecutive years. If car companies want to open up the international market, in addition to their own territory, the United States and Europe are inseparable choices.

However, in the new energy market in the United States, Tesla is obviously the exclusive leader. Even in China and Europe, only Tesla has achieved sales of new energy vehicles that account for more than 10% + the production of its own factories. In a tough battle, start with the easiest places to break through. The enthusiasm for new energy consumption in Europe has always been high.

The awareness of environmental protection and green carbon reduction is second, and the most important thing is that in countries such as Germany, France, Italy and Norway, the purchase of new energy vehicles can be subsidized up to 12,000 euros. Domestic new energy vehicle companies are currently trying to win the European market, and it is inevitable to sneak in. In a foreign country, the process of building a reputation is essential.

Taking NIO as an example, the first NIO center outside the Chinese market will be opened in Oslo, the capital of Norway, and four NIO will be built in Bergen, Stavanger, Trondheim and Kristiansand. space. On February 10 this year, Xpeng announced that it has cooperated with local European partners EmilFrey Nederland and Bilia to establish sales and service partnerships in the Netherlands and Sweden. Xpeng brand retail experience stores will also open in Sweden and the Netherlands in 2022.

WM Motor intends to become familiar with the online car-hailing. It is reported that WM Motor has reached a cooperation with European car-hailing operators to become the first choice for car-hailing drivers. However, car companies not only rely on brands to work hard overseas. Since the era of fuel vehicles, SAIC, Geely, and Chery have been actively expanding the European market, but the requirements for products in this market are not easily met by every car company.

How strict are the car standards in the European market?

In 2007, in the NCAP crash test conducted in Europe, the Zunchi, which had just entered the German market at that time, only received a 1-star evaluation. In the new energy era, the European market’s standards for automobiles are only increasing. Take the WVTA EU vehicle type certification as an example, which was once hailed as the most stringent standard among the three major automobile certification systems in the world by the car manufacturing circle.

According to public information, the EU WVTA involves a total of 43 vehicle testing items, including motor vehicle noise, cruising range, crash safety, and pedestrian protection, all of which are higher than domestic regulations. In addition, to achieve high-volume access, an annual factory review is required to complete all testing items.

According to media reports, AIWAYS’ U5 took 53 days and traveled through 12 countries to be certified successfully. Compared to brand building, it seems that these are the keys to sweeping the European market.

Of course, domestic new energy vehicles have already surpassed the past. An automotive consulting company JDPower released a 2020 new energy vehicle experience study. SAIC Volkswagen won the first place in the new car quality of the plug-in hybrid vehicle market, and BMW ranked second in the plug-in hybrid vehicle market. NIO ranked first in the quality of new vehicles in the pure electric vehicle market, while Tesla and Euler ranked second and third in the pure electric vehicle market.

Leaving the greenhouse surrounded by domestic capital, overseas is obviously not favored by anyone, and everything needs time to prove.

Disgusted Southeast Asian market

There is an obvious problem. Car companies are rushing to Europe non-stop. Weilai does not hesitate to fight against Tesla and also enter the US market. Will the new energy consumption on the Asian side not support their ambitions?

Let’s first look at the domestic market. Since 2020, the involution of the new energy vehicle manufacturing circle in China has not stopped. As for sales, in the first half of 2022, my country’s car sales will decline significantly. According to the latest half-year report released by the China Automobile Association Production and sales data show that car sales in the first half of 2022 fell by 6.6% year-on-year.

Next door to Japan and South Korea, the former’s new energy market is so narrow that Musk has a headache, and the latter is already in the pockets of domestic new energy car companies from a certain perspective. Data show that in the first half of this year, South Korea’s imported car market “Made in China” sold 5,112 electric vehicles, an increase of 125.3% over the 2,269 in the first half of last year. Among them, the sales of passenger cars (family cars) increased by 312%, and electric buses. The car market share reached 48.7%.

However, under the constraints of population, the future increase in automobile consumption in South Korea will definitely not attract the attention of car companies. In the future, the new energy market in Asia is bound to find the next land. From the current point of view, some countries in Southeast Asia are naturally suitable for the development of electric vehicles due to their climatic environment. The total output of the three major automobile countries of Thailand, Indonesia and Malaysia accounts for nearly 93% of the output value of ASEAN.

From a certain point of view, the progress of new energy in Southeast Asia is extremely fast. According to the data of the ASEAN Automobile Federation, the total sales of automobiles in Southeast Asia will reach 2.79 million in 2021, a year-on-year increase of 14%. It is expected that by 2035, the sales of electric vehicles in Southeast Asia will completely surpass that of fuel vehicles. According to a report from BangkokPost, Thailand has reduced the tax rate of pure electric vehicles from 8% to 2% since June this year, and there is another 150,000 baht for each pure electric vehicle. subsidy.

Indonesia plans to make pure electric vehicles account for 20% of its total vehicle production by 2025; the Philippines is also vigorously purchasing electric buses, and requires domestic public transport companies to increase the proportion of their pure electric vehicles to more than 5%. It stands to reason that with the sensitivity of car companies, it is impossible not to perceive the market sentiment in Southeast Asia.

But this is the case, car companies are still stepping out of Asia one by one. According to statistics from customs statistics, in the first half of 2022, a total of 362,200 new energy passenger vehicles were exported, of which only 58,400 were exported to the Southeast Asian market. In the eyes of most car companies, the Southeast Asian market is half sea water and half flame.

First of all, the income level in Southeast Asia is always lagging behind compared with other regions. Taking Vietnam as an example, according to the data of the Vietnam National Statistics Bureau, the average monthly salary of residents of Ho Chi Minh City, a relatively developed city in Vietnam, is only VND 8.44 million, which is about VND 8.44 million. 2532 yuan people. When car companies enter Southeast Asia, the price may be in a dilemma.

In June this year, SAIC signed an agreement with Thailand’s Chia Tai Group to invest in the production of MG. In order to quickly occupy the market, SAIC’s 4 pure electric models in Thailand have all been reduced in price, of which “MG EP” has been reduced to 760,000 baht, or about 144,000 yuan. around RMB.

In addition, new energy supporting facilities in Southeast Asia are relatively limited. According to the “Bangkok Post”, as of the end of last year, there were only about 1,000 charging stations in Thailand. Indonesia is even less. According to media reports, the number of charging stations in Indonesia is only 240. The government plans to build more than 31,000 charging stations for electric vehicles by 2030, which is expected to require an investment of US$3.7 billion.

It can be seen that it is not unreasonable for car companies to dislike this place. Southeast Asia with a warm climate cannot feed the ambition of new energy vehicles. They are rushing to Europe and North America, as if they are running towards new hope.

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