Source: Herbert Diss Weibo

　　In October, traditional car companies began to fight back.

　　The Volkswagen ID. series once again handed over a transcript of a month-on-month increase. Official data show that in October, Volkswagen ID. Pure electric vehicles sold 12,736 units, an increase of 25.8% from the previous month, and the ID.3, which was just launched on October 22, has already received 1,255 orders.

　　BYD, which sold 80,000 new energy vehicles in October, has become a well-deserved sales responsibility for the traditional car companies. Among them, the sales of pure electric models exceeded 40,000. The Dolphin, the first model of the e-platform 3.0 that was launched at the end of August, is also gaining momentum. The sales volume in October reached 6,018 units, an increase of 100.6% from the previous month.

　　New brands incubated by traditional car companies have also begun to exert their strength. In October, the delivery of Lantu Free, the first model of Lantu Auto, reached 1,006 units, an increase of 10.8% month-on-month. Since the start of delivery in August, Lantu FREE has delivered a total of 2,322 new cars.

　　On the new energy car track, the counterattack of traditional car companies has begun.

　　"No discount, at least one month to wait"

　　After ID.3 went on the market, SAIC Volkswagen dealers had some confidence in the ID. series. On the one hand, ID. family sales are steadily climbing, and on the other hand, ID.3 is still "very popular." Both SAIC Volkswagen sales staff told Future Auto Daily: "(ID.3 sales) is better than the first two cars (ID.4 X and ID.6 X) when they were first launched."

　　At present, ID.4 X and ID.6 X are available in the store, but ID.3 needs to wait 7 weeks before there is a car. The sales of ID. series have gradually climbed, and dealers have gradually earned a little bonus from the "agent system". The sales model of ID. series models is different from that of traditional fuel vehicles. In the past, manufacturers set sales targets for dealers. If they are not sold out, they will face inventory pressure. The sales model of the ID. series is "production based on sales," and users place orders on the mobile app. "The factory schedules production directly according to the order, reducing inventory pressure."

　　Source: SAIC Volkswagen official

　　However, although the sales volume has remained above 10,000 for two consecutive months, it is still a drop in the bucket after being scattered among the huge dealer network of North and South Volkswagen.

　　A FAW-Volkswagen salesperson said that his store is the only local FAW-Volkswagen dealer, and an average of 15 groups of customers enter the store every day, but "only one customer will look at the ID. series in two or three days." In September, the North and South Volkswagen ID. series sold a total of 10,126 new cars. Specifically, this store sold only 2 cars.

　　Price is still the most sensitive topic in the ID. series. When the agency system was first launched, the distributors were relieved, "Because they are all one-stop prices, there is no need to bargain with users."

　　The ideal of a buy-it-price is good, but the actual effect is not as good as expected. SAIC Volkswagen sales staff said, “Many customers who come to see the car are uncomfortable, and they always feel that they have to pay back the price when they come to the 4S store.”

　　In order to further increase sales, both North and South Volkswagen are looking for new room for sales growth. Many 4S shops began to look for more potential customers on a second-hand trading platform. Or, look for opportunities from old customers.

　　FAW-Volkswagen sales staff said that at present, the store has carried out activities to encourage old customers to test drive in the store, inviting previous customers to test drive the ID. series. "After all, Volkswagen has a lot of customers, which is a rich resource."

　　However, for the time being, little effect has been achieved.

　　On the other hand, "next door" BYD sells dolphins, but it's turbulent. Dolphin still adopts the traditional sales model. Judging from the situation of 4S stores, this model is so hot that “supply exceeds demand”.

　　In a BYD 4S store on the East Fourth Ring Road in Beijing, the Dolphin model has only one show car and a test drive car. “I was taken away as soon as I arrived at a current car in the afternoon.” The sales staff said that it is at least necessary to buy a Dolphin model now. Wait a month, "This is still a good situation."

　　BYD Dolphins Source: Future Car Daily

　　The salesperson told Future Auto Daily that, generally speaking, the store will ask the manufacturer for two batches of goods every month, usually according to the order quantity. However, recently, due to the epidemic, the road logistics has changed a lot. It took nearly half a month for this store to order a car from the manufacturer last month.

　　At present, Dolphin has no room for price reduction. Sales staff revealed that BYD has stricter price control on Dolphin models. Not long ago, some stores were punished with high fines for privately reducing prices.

　　Different from the sales models of North and South Volkswagen and BYD, the high-end new energy brand Lantu under the Dongfeng Group completely adopts the new force's direct store car sales model.

　　Sales, BYD, Volkswagen ID., BYD Dolphin, a new force in car building

　　Source: Future Car Daily

　　At present, Lantu has two "Lantu Spaces" and two Lantu showrooms in Beijing, all of which are located in shopping malls in major business districts. In the Heshenghui Shopping Mall on the East Third Ring Road in Beijing, Lantu Space occupies a large area and is the most obvious location near the escalator. This has brought a lot of passenger flow to Lantu Space. Future Auto Daily found that within 30 minutes, this store welcomed two batches of customers to try Lantu FREE.

　　Currently, Lantu’s five models on sale include a range-extending system equipped with a 1.5T four-cylinder turbocharged engine, as well as a pure electric system equipped with a single-motor two-wheel drive and a front and rear double-motor four-wheel drive, with a cruising range of up to 505km. The salesperson said that the single-motor version now needs to wait a month, and the dual-motor model needs to wait 8-10 weeks.

　　The pattern has changed

　　In May of this year, Nezha Automobile ranked among the top three sales of new car manufacturers with a monthly delivery of 4,508 vehicles, and the "Wei Xiaoli" pattern was broken for the first time. After that, as the second-tier new forces began to force and traditional car companies counterattacked, the pattern of the new energy vehicle market has undergone a renewed change.

　　Judging from the ranking of car companies that have announced their sales volume, in the new energy vehicle market, traditional car companies have generally shown a year-on-year and month-on-month growth, while some new power car companies have shown a downward trend.

　　Source: Future Car Daily

　　Among them, Weilai's sales in October saw a 65.5% drop from the previous month, with sales of only 3667 vehicles. Ma Lin, senior director of corporate communications at NIO, explained that the main reason for the drop in October delivery was the phased transformation and upgrading of the production line. In addition, Xiaopeng and Lingpao also experienced a decline of 2.6% and 10.8% month-on-month.

　　In contrast, the sales of new energy models of traditional car companies are on the rise.

　　In October, BYD sold 80,003 new energy vehicles, a year-on-year increase of 262.9% and a month-on-month increase of 14.2%. Moreover, the sales of new energy vehicles accounted for 90% of its total sales. BYD's transition to electrification has far surpassed other traditional car companies. In the same period, the sales of SAIC-GM-Wuling GSEV series models reached 51,081, a year-on-year increase of 112% and a month-on-month increase of 39%. The terminal sales of the GAC AION family reached 13,189 vehicles in October, an increase of 112% year-on-year. The sales volume of the Volkswagen ID. family also stabilized at more than 10,000 units, reaching 12,736 units, an increase of 25.8% from the previous month.

　　From the perspective of sales, the electric vehicles of traditional car companies seem to be gradually being recognized by the market. On the other hand, the new forces are full of hidden worries on the road to scale.

　　The management of the factory is a detail that cannot be ignored. Xu Li, an employee who has worked in traditional car companies for many years, found that the brand's production base is still very "primitive" after hopping to a new car company. "The production base has been built (put into production) for five or six years, but the placement of parts is chaotic." This makes him very confused. In the factories of traditional car companies, 5S management is advocated, that is, Seiri and rectification ( Seiton), cleaning (Seiso), cleaning (Seiketsu), and literacy (Shit suke). In contrast, this new power factory can only achieve "2S" in Xu Li's view.

　　Xu Li said that at this stage, the chaotic placement of parts seems to be a trivial matter, but once the production scales up, it is likely that a certain part cannot be found, which will cause the supplier’s delivery truck to be congested and slow down the whole process. production process. "Engineers have to go to the site to do optimization, which may waste a lot of time and energy."

　　From the perspective of industry insiders, in the current shortage of parts, traditional car companies have more sufficient experience to deal with problems in terms of production capacity layout and supply chain management.

　　By the end of 2021, traditional car companies will be increasingly electrified, relying on their platform advantages to continuously introduce new products to the new energy vehicle market.

　　A few days ago, Volkswagen released the new ID.5 and ID.5 GTX models of the ID. family. This is already the fourth model launched on the Volkswagen MEB platform. This model is positioned as a pure electric coupe SUV and will be launched in 2022. In addition, SAIC-GM will also begin to deliver the first Cadillac LYRIQ based on Autoneng's pure electric platform in 2022. The model has already attracted a lot of fans based on its appearance. What's even more exaggerated is that, according to Cadillac's global vice president Rory Harvey (Rory Harvey) confirmed that 10 minutes after the scheduled opening, the first LYRIQ model was sold out.

　　The new forces should be careful.