AutoBeta(AutoBeta.net)04/23 Report--

As the first Class A auto show opened in 2023, it is also the first Class A auto show after the optimization of epidemic prevention and control policies. This Shanghai auto show has received great attention. More than 1000 complete vehicles and parts companies from 20 countries and regions participated in the exhibition. Among the more than 1500 vehicles exhibited, the number of new energy models exceeded half.

The 2023 Shanghai International Auto Show is the last trip for new energy vehicles to fuel vehicles,"some media said. The biggest change of 2023 Shanghai International Auto Show is that the popularity of independent brands has completely overshadowed joint venture automobile enterprises and multinational automobile enterprises, becoming the focus of attention. At the same time, new energy vehicles have begun to grab market share of fuel vehicles, and joint venture brands and multinational automobile enterprises are losing their dominance in the Chinese market.

In fact, from the Shanghai Auto Show site, we can already clearly feel that joint venture brands and multinational brands have lost their aura, and there is no new energy model booth more deserted, take Beijing Hyundai as an example, because its current models for sale are basically fuel vehicles, coupled with the sharp decline in brand recognition in China, almost no audience can be seen on its thousands of square meters booth, called "2034 Shanghai Auto Show the most miserable brand."

On the contrary, Chinese automobile brands, especially those that fully enter the new energy vehicles, are almost crowded with media and exhibitors from all over the world. For example, BYD Group has booths under BYD, Tengshi and Looking Up, especially the Looking Up brand, which is in the same hall with Bentley, Porsche, Lotus, Rolls-Royce, Lamborghini and other ultra-luxury brands. On the media day, BYD Group appeared to look up at U8 and U9 models. As a domestic brand, the popularity of looking up is much higher than that of a group of ultra-luxury brands. The booth once needed to queue up to enter.

In addition to BYD, the booths of other domestic brands, especially new energy brands, are also very lively, such as Extreme Krypton, which has just been listed before the auto show, such as smart, smart wizard #3 debut... These brands are on the scene, forming a strong contrast with joint venture brands.

Facts have proved that the leader in China's automobile consumer market has changed from joint venture brands to independent brands. In 2022, BYD sold 1.86 million vehicles annually, surpassing FAW-Volkswagen to become the sales champion of passenger cars in China, which is the first time that Chinese automobile brands have surpassed joint venture brands.

Overseas brands are already feeling the pressure and trying to reverse perceptions that they are underperforming electrically.

Mercedes-Benz, for example, has become a pure electric car, the world premiere of the new Mercedes-Maybach EQS pure electric SUV, the Mercedes G class, which is regarded as a totem, has become an EQG concept car, and even the latest Mercedes-Benz GLC long-axis version is no longer a fuel car.

For example, BMW Group, the theme of the exhibition is "Imagine the Future-Full Emotion Electric", although fuel vehicles can still be seen on the booth, such as BMW X1, BMW 3 Series, etc., but the bottom line of sales has become hybrid or pure electric vehicles. The same is true for Audi, Audi Urbansphere concept car, Audi A6 Avant e-tron concept car and Audi Q4 e-tron, Audi RS e-tron GT and Audi e-tron GT, pure electric models basically occupy C position.

The world has changed. Under the background of new energy, the concern of joint venture brand is no longer.

At the end of Nissan's pure electric concept car launch conference, Nissan employees attending the conference did not stay too much at the booth, but chose to go to BYD booth together to learn about its latest products. At the crowded BYD booth, a BYD official is introducing Dolphin models to overseas visitors, and through the exhibitor card he wears, it can be seen that these visitors come from Volkswagen Group... Audi, Porsche, Bentley, Lamborghini, Ferrari Some executives also came to BYD booth in their spare time to get a close look at the new models of this domestic new energy giant.

In March this year, the penetration rate of domestic new energy passenger cars has exceeded 30%, and even if fuel vehicles start large-scale price reduction promotion, they still can't resist the fierce offensive of new energy vehicles. Admit it or not, the surge of electric transformation is far stronger than anyone imagined. In the past two years, new energy vehicle manufacturers with their own characteristics and advantages have emerged in the domestic electric vehicle market for six consecutive years, and the competition has entered a white-hot stage.

Standing at a turning point in history, the automobile market is experiencing a "knockout", and this year's Shanghai Auto Show, or will be the last trip of new energy vehicles to fuel vehicles, those in the era of fuel vehicles, where will the tycoons go in the new energy era? How will they "pursue" domestic brands that already have first-mover advantage?

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