Faced with the imminent withdrawal of the new energy "national subsidy", many automobile manufacturers have responded.

Strong brands boldly "raise prices"

Strong brands that completed their tasks early released their price increase plans with confidence, so that they could make sufficient preparations before the arrival of the "price rise tide" next year and take the initiative in their own hands. The representative brands are BYD and GAC E'an. On November 23, BYD took the lead in officially announcing that it would adjust the prices of its dynasties, ocean cars and Denza brand models by 2000-6000 yuan; On November 30, GAC E'an announced that the prices of some of its models would increase by 3000-8000 yuan, even more than those of BYD. The reason for the price increase of both brands was that the vehicle purchase tax subsidy policy was about to be withdrawn. At the same time, since the second half of the year, the prices of main battery raw materials have risen significantly. However, both brands said that consumers who pay deposit before January 1, 2023 will not be affected by the price adjustment.

Dare to propose the price increase plan when the overall market situation is not clear, which is based on the market performance of the two enterprises. Among them, BYD sold 230400 new energy vehicles in November, a year-on-year increase of 152.62%, and the sales volume has exceeded 200000 for the third consecutive month; From January to November, the cumulative sales volume reached 1628300, with a year-on-year growth of 219.38%, firmly holding the position of "independent brother". GAC Ai'an also achieved a breakthrough, with its sales volume reaching 28,800 in November, up 91% year on year; From January to November, the cumulative sales volume reached 241100, a year-on-year increase of 128%, and the goal of doubling the annual sales volume was achieved ahead of schedule.

In addition, compared with the price increase plan of "only" a few thousand yuan, the "million yuan" products brought by BYD and GAC Aian are a leap in price. On September 15, GAC E'an brought Hyper SSR, a pure electric supercar with a starting price of 1.286 million yuan; On November 8, BYD officially announced its high-end brand and named it "Yangwang". It is reported that Yangwang Automobile may be positioned as a new energy brand of one million yuan. It can be seen that the two brands have undoubtedly set their sights on a longer term. The landing of super high-end models and brands will become the starting point for them to start brand promotion.

Greet the "upsurge" with "price protection"

However, enterprises with less confidence focused on "time limited price protection" to achieve the annual goal by taking advantage of the "tail raising" performance at the end of the year. Xiaopeng, Oula, Geely, Chang'an Dark Blue, AITO, Nezha Automobile, Feifan and other enterprises have introduced their own "time limited price protection" policies.

However, most brands only require that they can enjoy the price protection service by "placing and locking orders" before December 31, which shows their sincerity and also highlights their eagerness to rush or reverse the decline at the end of the year. Among them, Xiaopeng Automobile has not performed well recently, with less than 10000 vehicles delivered for four consecutive months, and only more than 5000 vehicles in October and November; Euler also failed to keep pace with the growth of the new energy market. From January to October, the sales volume was 90300, down 7.83%, and in October, the sales volume dropped 57.90% year on year; In terms of Geely, the new energy products of Geely and LinkedIn are coming into the market on a large scale, which needs policy support, while the geometric brand is in urgent need of "blood transfusion" to recover the decline; However, Chang'an Dark Blue SL03, which attracted much attention at the beginning of its listing, has not yet shown the temperament of a "blockbuster", and needs to stimulate its potential; AITO, on the other hand, achieved sales of more than 10,000 vehicles in three consecutive months from August to October, and the delivery volume in November was reduced to 8260 vehicles.

However, it is still unknown whether the measures to stimulate car purchase at the end of the year will overdraw their performance next year.

The market prospect is still broad

In addition, it is worth noting that in the "theme" of price increase, several multinational car enterprises have also carried out "counter trend" price reduction operations. Previously, Tesla announced that it would reduce the price of all models of Model 3 and Model Y by 14000-37000 yuan, and also introduced the "subsidy scheme for insurance of limited time delivery of existing vehicles"; Subsequently, Ford Electric Horse reduced the price by 20000 to 28000 yuan; Mercedes Benz made relevant adjustments to the manufacturer's suggested retail prices of pure electric EQE, pure electric EQS and the new AMG EQS 53, with a maximum decrease of nearly 230000 yuan.

Among them, the three models of Mercedes Benz EQ series are in a "high position", which will not have too much impact on the overall market; Ford's electric horse market share is also difficult to make waves; While Tesla, whose sales volume reached 335400 from January to October, is a force that cannot be ignored. What impact will its sharp price cut have on the market? In this regard, Cui Dongshu, the secretary-general of the National Passenger Car Federation, told China Economic Network that "frequent price adjustment is the consistent mode of Tesla; at the same time, the price increase and price reduction of auto enterprises are also focused on stabilizing prices and ensuring sales volume; in addition, the new energy market has huge potential, so the new energy market pattern should not change dramatically next year."

In retrospect, since China introduced the subsidy measures for new energy vehicles in 2009, the subsidy intensity has been adjusted many times, but the rapid expansion momentum of the new energy market has never changed. According to the data of China Automobile Industry Association, from January to October, the production and sales of new energy vehicles were 5.485 million and 5.28 million respectively, with a year-on-year growth of 1.1 times and a market share of 24%.

At the same time, China's new energy vehicles have also experienced the transformation from quantity to quality, and even have the confidence to go to the global market. And breaking away from subsidy "nurturing" and accepting the real market test can also stimulate the potential of China's new energy vehicles.