AutoBeta(AutoBeta.net)01/09 Report--

According to the Federation of passengers, the cumulative sales of new energy narrow passenger cars in the first 11 months of 2020 were 905000, down 2.9 per cent from a year earlier. Although there is a "howl" in the new energy vehicle market in the first half of the year, thanks to the favorable automobile development in the second half of the year and the implementation of the new energy vehicle policy, the sales performance of new energy vehicles in 2020 is expected to exceed 2019.

In 2020, when the new energy vehicle market broke out, BAIC New Energy, which once won the first place in pure electric vehicle sales for seven years in a row, experienced a cliff decline in 2020, even if it launched a high-end brand, it can not save the performance of persistently depressed sales.

According to KuaiBao, BAIC's annual sales volume released on January 9, BAIC sold 25914 new energy vehicles in 2020, down 82.79 percent from 150601 in 2019. Of these, sales were 1037 in December 2020, down 91.17% from 36613 in the same period.

In December, as a traditional promotion and impulse at the end of the year, BAIC's new energy sales not only did not grow, but fell even more seriously. According to the data, sales fell 91.17 per cent to 1037 vehicles in December 2020, the biggest decline of BAIC New Energy this year, even if the overall market was stagnant in February 2020. BAIC New Energy fell by only 65.05 per cent. In terms of monthly sales, BAIC's new energy sales were 1754 in November 2020, and sales in December fell by 40.88% from the previous month, which seems to be "willing but powerless".

BAIC's new energy has grown rapidly this year, with sales rising from 20, 000 in 2015 to 150000 in 2019, accounting for most of the pure electric vehicle market. However, with the decline of new energy vehicle subsidies in 2019, the domestic new energy vehicle market showed negative growth for the first time. Under this background, BAIC New Energy, which is committed to the development of new energy vehicle market, also showed negative growth in 2019. However, BAIC New Energy, which sold 150600 vehicles, is still the top seller of pure electric vehicles in China.

After entering 2020, due to the epidemic, BAIC's new energy sales began to decline off a cliff. Sales fell 55.54 per cent to 2006 in January 2020, 65.05 per cent to 1002 in February and 88.30 per cent to 586 in April. Of course, due to the market and the epidemic, most new energy car companies had a hard time in the first half of the year, and BYD, known as the "new energy leader", also declined.

Entering the second half of the year, especially after the resumption of the new energy subsidy policy in July, China's new energy vehicle market has risen rapidly and returned to its peak. Data show that sales of narrow new energy vehicles increased by 84.2% in September 2020 compared with the same period last year, 112.0% in October and 139.2% in November, and further breakthroughs are expected in December. However, in sharp contrast, BAIC's new energy sales still "can't bear to look directly at", falling 77.57% in September from a year earlier, 76.32% in October, 74.96% in November, and expanding to 91.17% in December, the biggest decline of the year.

Some analysts said that the reason why BAIC New Energy has become an "alternative", on the one hand, is that its products are concentrated in the B-end market. As the market is gradually saturated and more car companies enter the travel market, consumers also have more choices. This has led to a sharp decline in BAIC new energy sales. The second is product power, BAIC new energy products are relatively low-end, its products, whether in terms of life, design, configuration, performance and other aspects, do not have greater competitiveness compared with Euler, Ian and other products. Finally, there is the quality problem, many users on the third-party website report that the product has battery failure, mileage is not allowed, steering failure and other problems.

BAIC New Energy is also aware of the problem and will enhance the attractiveness of the private market in an attempt to recover lost market share through high-end brands. In October this year, ARCFOX α T, the polar fox brand of BAIC New Energy, was officially listed. The new brand carries the important task of the upward development of BAIC New Energy, and BAIC New Energy also places high hopes on it. But the results were unexpected, with sales of just 336 vehicles in October and 94 in November. Obviously, ARCFOX α T has not become a popular style.

Some industry insiders said that ARCFOX α T has many competitors, such as Eian LX, Tesla Model Y, ideal ONE, BYD Tang EV and other models, and will face Dongfeng Lantu in the future. The competition of SAIC Zhiji and other brands. In this market environment, the market performance of ARCFOX is not optimistic.

In the domestic pure electric vehicle market, the concentration of high-end brand models to head enterprises is becoming more and more obvious. Dongfeng, SAIC, Guangzhou Automobile, Changan, Great Wall and other car companies all plan to launch new high-end new energy vehicle brands to compete with Lulai, Tesla and other car companies. With the emergence of these brands, how to stand out among many competitors is an important problem that BAIC New Energy is facing for a long time.

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