The cancellation of state compensation forced car companies to raise prices, and the "head-on confrontation" between new energy vehicles and oil vehicles opened.
[Lead: New energy vehicles that are licensed after December 31, 2022 will no longer enjoy the purchase subsidy, and the "state subsidy" will become history, which makes a number of car companies face the pressure of price increase. The price increase of battery raw materials is another main reason for the price increase of new energy vehicles. This means that the new energy vehicle has officially opened the "head-on confrontation" mode with the fuel vehicle. 】
Author | Cai Jialun, Editor | Hezi
The price increase of new energy vehicles is imminent. Is it the foil of marketing strategy or the influence of dynamic changes of policies and markets? 2022 is coming to an end, and major car companies have also reached the stage of sprinting at the end of the year. The sales volume at the end of the year determines the development direction of the next year. According to the overall market sales this year, major new energy vehicle companies will inevitably have a fierce battle at the end of the year. Although the marketing strategy is a way to drive the purchase, this time it is not aimless. Because as early as the end of last year, the Ministry of Industry and Information Technology and other four departments have informed that the policy subsidies will end on the last day of this year.
"National compensation" will eventually become history.
In order to vigorously develop the new energy vehicle market, after discussion by relevant departments, since 2010, consumers who purchase new energy vehicles can enjoy state subsidies according to the types of vehicles they purchase. According to the relevant data of China Automobile Association, from January to October this year, the production of new energy vehicles in China reached 5.445 million units, an increase of 111% over the same period last year; Sales reached 5.28 million units, up 105% year-on-year. It can be seen that the development of new energy vehicles in China is quite outstanding, and both products and technologies have achieved a qualitative leap. "National compensation" plays a vital role in promoting the development of China’s new energy vehicle market.
With the continuous growth and maturity of the new energy vehicle market, the sales volume and ownership of new energy vehicles are also rising. At this time, the role of "subsidy" to promote the development of new energy vehicles will naturally not be as "important" as when the market just started. According to the current market situation, the relevant departments made timely adjustments and decided to cancel the subsidy policy for new energy vehicles: new energy vehicles that are licensed after December 31, 2022 will no longer enjoy the purchase subsidy, and the "state subsidy" will become history.
Subsidies have been cancelled, and manufacturers have "made moves"
With the withdrawal of the state subsidy policy, car companies have to face the cost "pressure" again. In order to ensure that their profits are not affected by a large area, many car companies have "made moves" to open their own marketing strategies. The first move is. A few days ago, the official issued a price adjustment statement, announcing the price increase of a variety of products including its Dynasty series and Ocean series, with the price increase ranging from 2,000 to 6,000 yuan. As the first car company in China to stop selling fuel vehicles, this is the third price increase this year. In the explanation, it is also clear that the reason for the price increase is directly related to the cancellation of subsidies.
It was Ian who announced the price increase. On November 30th, Ai ‘an released the explanation about the price adjustment of the vehicle models, which clearly stated that it would raise the price of its related models by 3,000 to 8,000 yuan. Similarly, consumers who pay the deposit before January 1, 2023 and complete the contract will not be affected by this price adjustment and continue to enjoy the relevant rights and interests. At the same time, many enterprises such as Wenjie, Tucki, etc. have also issued the statement of "National Supplementary Insurance Price" according to their own conditions. For example, in Tucki, as long as the order payment is completed on December 31st, they can enjoy subsidies, and even if the listing time is delayed, the corresponding difference will be borne by the enterprises.
Of course, not all car companies choose to raise prices in response to the withdrawal of the national subsidy policy. Not long ago, on the basis of the highest price reduction of more than 30,000 yuan, the official announced the second "price reduction". This price reduction will be given back to consumers in the form of subsidy insurance. If the car is picked up on time in November, the owner will enjoy an insurance subsidy of 8,000 yuan, while the corresponding subsidy will be halved for consumers who pick up the car in December. There is also a zero-run for price reduction promotion. For its hot-selling models, consumers can complete the deposit payment before December 4 and complete the licensing before December 31, and then they can get a cash back subsidy of up to 12,000 yuan.
Is it really the best time to buy new energy vehicles?
To put it bluntly, it is only a matter of time before the new energy car companies raise prices after the withdrawal of the state compensation. In recent years, the price of new energy vehicles has been unstable. Due to the epidemic, the cost of raw materials and the price of power batteries have soared. Many car companies once announced the suspension of production because of "lack of core". High costs and meager profits can be said to make major manufacturers miserable, and canceling the subsidy policy is tantamount to adding a "heavy burden" to enterprises. In order to protect their own interests, price increase is definitely the most effective and direct way. But for consumers, the "extra" increase in car purchases is undoubtedly a big loss.
Whether it is the best time to buy new energy vehicles now mainly depends on whether the new energy vehicles are actually bought. First of all, let’s look at the price. After the withdrawal from the market, the most serious impact will be the pure electric vehicles from 150,000 to 250,000. After all, in this price range, fuel vehicles still have strong competitiveness, and it is difficult to completely replace its "Jianghu status" in a short time; Secondly, most consumers who choose this price will pay more attention to the practicality of vehicles. The problem of charging energy and mileage anxiety of pure electric vehicles is also the main reason why they keep waiting and seeing. After the withdrawal of the state compensation, the product strength of new energy vehicles has once again ushered in a test.
Although the withdrawal of the state subsidy will have a certain impact on the new energy vehicle market, it will also "sound the alarm" for the new energy vehicle market. Cars really can’t be built by anyone. There are no "genuine" products that can be obtained, and no matter how good-looking PPT is, it is also a verbal check. Those "empty shell" companies that "fill in the blanks" and take policy subsidies will eventually be eliminated by the market.
comment
Without the blessing "protection" of the national subsidy policy, new energy vehicles finally ushered in a "positive confrontation" with fuel vehicles. This also urges car companies to increase investment in technology research and development, product upgrading and other aspects. With the delisting of the state, the new energy automobile industry will eventually usher in a transformation. Although the price is no longer "cheap", the more standardized market environment is undoubtedly a major benefit to consumers. After all, only excellent products can be invincible in the market. Some "weak" car companies will also fall in the "post-subsidy era".
(This article is the original of "Heyan Reading Car" and cannot be reproduced without authorization.)