Last week, Xiaomi shook the entire Chinese automotive industry with a storm. The YU7 starts at 253,500 yuan, with 200,000 units in 3 minutes, 289,000 units in 1 hour, and 240,000 units in 18 hours……
Exaggeration, it’s really too exaggerated.
As everyone knows, just this past weekend, I went to the Xiaomi store in Huiju Shopping Mall in Changning District, Shanghai, and the flow of people who came to learn about YU7 can only be described as horror. That being said, which car brand have you seen and have a scene of queuing up for a test drive?
And I, I also communicated with several consumers and found that their identities are varied, including the so-called “young rice noodles” in everyone’s mouth, some potential customers who are ready to buy a pure electric SUV and are attracted by its cost-effectiveness, and some who seem to be at least in their 50s and have never been in contact with itNew energyTraditional fuel vehicle owners of products.
In short, YU7 must have broken the circle.
No blowing or black, which currently prevents it from further positioning in the obstacle of the market harvest, seems to be the only thing leftCapacityrestricted. Open the official APP of Xiaomi Auto and find that the “standard version” with the largest proportion of terminal choices has reached 56-59 weeks, and there is a trend of continuing to extend. In other words, it will take more than a year to wait.
Such a long time will definitely dissuade some users.
But in any case, with the continuous acceleration of the manufacturing side, the ironclad YU7 is single-handedly changing the pattern of the medium-sized pure electric SUV market that has been slightly solidified for a long time. All the players in it will inevitably be affected to a certain extent.
Especially the protagonist of today’s article, the refreshed version of the Model Y. To borrow the comment of a friend around me, “In China, its good days have come to an end.” ”
As for the reasons behind it, it must be multi-dimensional.
01Under the siege, it will inevitably fall
In fact, since about the year before last, domestic medium-sized pure electric SUVs dubbed the “Model Y Killer” have been pouring into the center of the stage.
However, they are more of a petty fight, and few players can threaten the status of Model Y.
In 2024, the recognized industry benchmark will sell more than 480,000 new cars in China’s auto market, and even successfully win the sales championship of a single model without any definitive words.
For a time, it can be said that the scenery is immeasurable, which makes everyone envious. But crises are also quietly emerging.
More specifically, even though the Model Y is the most competitive and appealing, with the continuous improvement of the besiegers themselves and the explosive growth of the number, it will eventually be slowly torn off a piece of meat.
In addition, entering 2025, the Model Y will launch a refreshed version, offering a wave of confident “price increases”, giving the domestic SUVs that are eyeing the tiger an opportunity to instantly usher in an increasingly ferocious bite.
Judging from the results of the first five months, the retail sales of Model Y in China were only 25,694 units, 8,006 units, 48,189 units, 19,984 units, and 24,770 units, respectively, all of which showed a significant year-on-year decline.
Take May last year as an example, you must know that retail sales still have 39,985 units, which is more than 13,000 units less this year.
Whether admitted or not, the wolf pack tactics did have a gradual effect. As for the YU7, which entered the market on June 26, Beijing time, it is like the “head wolf” of the true sense of the domestic pure electric SUV, leading the group to let out the most piercing howl towards the Model Y.
At the press conference, when Lei Jun hid a knife in his smile, he could clearly feel his huge ambition and determination to overturn Model Y.
Assuming that at present, the number of locked orders of YU7 exceeds 300,000 units, even considering that the long pick-up cycle will cause some order losses, it can still benefit from the fact that the base is too large, which still gives it the absolute confidence to compete with Tesla.
The subtext pointed out, “I have more brand appeal than you, I am stronger than you in comprehensive parameter configuration, I am more cost-effective than you, I am stronger than the founder aura behind you, why can’t I sell you?” ”
Moreover, looking at the mid-size pure electric car market, the SU7 is clearly placed there for the front of the Model 3. In May, retail sales of the former were 28,013 units, while the latter was only 13,818 units.
A simple calculation widened the gap of nearly 15,000 vehicles, and the winner was decided.
At the same time, after YU7, the Xpeng G7, which followed closely behind this week, is about to enter. In the fourth quarter, there was also the ideal i6 that clamored to “divide the world into three parts” with Model Y and YU7.
In August, NIO’s second brand Ledao’s upcoming L90 is expected to drop to around the price band of 250,000 yuan after adopting the BaaS vehicle-electricity separation solution.
In short, the scale of the “wolf pack” is still expanding rapidly.
By no means alarmist, the protagonist of today’s article is facing the worst living environment since the localization of China. As the subtitle of this paragraph says, “under siege, it will inevitably fall” has become almost a foregone conclusion.
Now the only question is: how much will it fall?
Personally, I conservatively estimate a decrease of 10,000-15,000 units in a single month. As for this year, the cumulative sales may not even reach 350,000 units.
02Iteration is slow, and it will bear the consequences
“A Model Y, a 30-minute drive from Tesla’s Texas Gigafactory, finally came to the customer’s doorstep safely and delivered itself to the new owner. There is no driver and no remote control throughout the process, and the maximum speed reaches 115 kilometers per hour. Tesla will always surpass imagination with disruptive innovation. ”
Last week, such a push appeared in the Weibo of the American new energy vehicle company.
The matching video is precisely the whole process of the protagonist of today’s article to achieve autonomous and unmanned delivery. To be fair, it is indeed cool, full of a full sense of technology, reflecting Tesla’s deep reserves in the dimension of intelligent driving.
But below, I also saw a netizen’s forwarded comment, “So what I got is a second-hand car that has run 200 kilometers?” ”
In an instant, it made me laugh out loud. At the same time, feeling what the American new energy vehicle company is shouting, ordinary Chinese consumers do not care.
Continuing to extend and looking back at the past year, Tesla has spent a lot of effort to interpret what Robotaxi, what embodied robot, and what supercomputer it is, due to various reasons such as the implementation of regulations, which are too far away from our lives.
On the contrary, many dimensions of testing its “hard kung fu” in China have not been as fast as expected.
To this end, once again move out of the protagonist of today’s article, horizontally compare the domestic medium-sized pure electric SUVs that are rolled up to suffocation, and I can’t wait for the annual facelift to be comparable to the replacement. This year, the Model Y’s refreshed version of the “squeeze toothpaste” upgrade seems to be particularly insincere.
In Tesla’s new logic, the world must use a unified rhythm to move forward.
But the problem is precisely that the intensity of fighting in China’s auto market is far higher than that of any other segment. If you have to force the progress, you can only reap the consequences in the end.
In addition, taking Tesla’s self-built energy replenishment system and fully direct sales channels as an example, now it no longer has an absolute leading edge in China.
Whether it is service experience or process efficiency, there is a feeling of stagnation, and it has been caught up by many independent brands.
To sum up, “some disconnection” and “lack of focus” are the original sins.
In March this year, news suddenly broke that Tesla was developing a “low-priced version of Model Y”, led by the Chinese R&D team, aiming to achieve cost control by streamlining the configuration and retaining the core functions such as the current battery, power and chassis.
The launch time of the new car has not yet been determined, and the release pace will depend on the sales performance of the refreshed Model Y. If it fails to meet expectations, the “low-priced Model Y” may arrive early in the second half of the year.
The feeling is undoubtedly that “this American new energy vehicle company has recognized the problem.” But after thinking about it carefully, I feel that this product is more about treating the symptoms rather than the root cause. In contrast, in order to impulse, the price of the “renewed version” has to be moved.
To put it simply, hurry up and surrender.
But the embarrassing point is that combined with Tesla’s first-quarter financial report, the crucial gross profit margin fell below the 20% mark to 16%. In other words, the method is there, but the operating space is very limited.
The YU7, which starts at 253,500 yuan, is just 10,000 yuan lower than the entry-level model of the refreshed Model Y. Such a precise blow undoubtedly gives people a feeling of “taking advantage of your illness and killing you”.
At this point, the article is coming to an end, and the last thing I want to say is: “We all know that the Chinese market is too important to Tesla. But at the moment, the good days of the protagonist of today’s article have come to an end, and the most tragic stage has not yet arrived, and next year and the year after next will be the real battle royale. ”
Hunting Model Y will always be the main theme.
And just yesterday, Tesla sacrificed the first wave of promotional policies in the second half of the year, and on the whole, there is no particular sincerity.
Even some models of Model 3 have increased in price. Could it be that this is the legendary “buy up and not buy down”? This is the legendary counterattack against YU7?
It’s confusing……
