In 2023, the new energy vehicle industry will enter the fast lane of development, and will also face many changes and challenges such as policy environment and product upgrading.

On the whole, the development momentum of new energy vehicles is very strong. The data shows that in the first three quarters of 2023, the global sales of new energy vehicles will reach 9.746 million, of which the sales in China will reach 6.278 million, accounting for 29.8% of the sales of new cars in China. By the end of the third quarter of 2023, the global cumulative sales of new energy vehicles are about 37.7 million, accounting for about 60% in China.

However, there have been many players left behind. At the same time, one round of price war after another is still going on, and the "10 billion subsidy" of the new car making forces has also become the subject of brand assessment.

While rolling in, sailing out, the new energy vehicle race track is far from a foregone conclusion.

The new energy vehicle industry has implemented the whole year's action by lowering prices.

At the beginning of 2023, the "national subsidy" for new energy vehicles, which has lasted for 13 years, will officially end. Some new energy vehicle enterprises will issue a notice of price increase, but some of them have also embarked on the road of price reduction for sales, including Tesla, the price "volume king".

At the beginning of the year, the selling price of Tesla's domestic model was adjusted to 229900 yuan, down 36000 yuan from the previous year; New energy vehicle charging pile The starting price of Model Y was adjusted to 259900 yuan, a decrease of 29000 yuan from the previous price, changing the record of the lowest price in history, and then a "price war" began quietly.

By the middle of the year, the second round of "price war" had become more turbulent. Weilai officially announced a price reduction of 30000 yuan for all models, and also gave an additional "10 billion subsidies" to old users. Then, brands such as Xiaopeng, BYD, GAC Ai'an, and Jikrypton also lowered the prices of some products. Tesla officially lowered the price again, Model Y dropped 14000 yuan, the "price inversion" phenomenon in the second-hand car market is still intensifying, and user rights protection incidents are frequent.

It may be that we have entered the sales sprint stage at the end of the year. In the last month of 2023, the third round of "price war" is burning again, and the war situation is becoming more and more fierce. According to the data collated by "Yiche", BYD has adjusted the prices of many models, including the Qin PLUS Dmi 2023 military version and the Han EV military version, with a discount of up to 30000 yuan, and also adjusted the Song Max DM-i, Yuan PLUS military version, Dolphin series and other models, with a discount of up to 18000 yuan; Xiaopeng P7i offers a maximum discount of 26000 yuan Electric vehicle charging pile Zhiji LS6 full system comprehensive discount is 37600 yuan.

Traditional car manufacturers are also following up. The maximum discount of BMW iX3 is up to 170500 yuan, the price of some Mercedes Benz EQE models is down to 160000 yuan, and the maximum discount of Volkswagen ID.6 Crozz is nearly 70000 yuan... All major car companies have "killed" red eyes, and the "waiting party" has also won a long lost victory.

Although "price war" cannot be called a benign development mode of an industry, it is almost a necessary link. Various new energy vehicle enterprises hold different views on the competitive situation in the industry. For example, Zhu Ling, vice president of Polar Krypton, once said, "Polar Krypton does not want to fight a price war, New energy vehicle maintenance But we are never afraid of price war. When the price war starts, we can only tolerate it. Others are bleeding. "

Li Xiang, the chairman of Ideal Auto, said: "The pressure must be great. The big pressure in this industry is that the top two enterprises can fight price wars, which is not seen in other industries."

These attitudes reflect that the leading new energy vehicle enterprises also have pressure in the "price war", but may benefit more. After the sales volume is exchanged for the low price, the supply chain cost can be significantly reduced, thus reducing the cost of the whole vehicle, and then continue to give a greater price reduction. In this process, if there is not enough strong financial strength and production strength, it is likely to be squeezed out of the market.

Therefore, the price reduction that seems like "cutting meat" is actually striving to become the new king.

Star car companies fall before the finals

Five years ago, Weilai, Xiaopeng, Weima, and Baiteng were called the "Four Little Dragons of New Forces", and both consumers and the capital market firmly focused on them. However, this year, the players in the first echelon have changed, and Weima and Baiteng have been mercilessly thrown away.

First, let's talk about Weima Motors. The problem of funds has actually emerged since 2022, and continues to have an impact on automobile production and enterprise operation. Until the end of March this year, the debt in Weima Auto's account was as high as 8.95 billion yuan, and the long-term insolvency made it impossible to cover up the problems such as shutdown, production suspension and wage arrears.

Shanghai Qingpu District Consumer Protection Commission directly reminded consumers to "purchase Weima Auto carefully", and then Weima Auto was frozen with an equity amount of 12.3 million yuan, and three pieces of information about the person to be executed were added.

At that time, Weima became a "dangerous horse", and the car owners were heartbroken.

However, Weima Motor has never given up its resistance, and has repeatedly stressed that it has not applied for bankruptcy, and that pre reorganization is only a self-help act at the early stage when the enterprise is facing difficulties. Not long ago, Lin Mingjun, Chairman and CEO of Happy Auto, revealed that the merger between Happy Auto and Weima Auto is currently in the second stage, namely, audit due diligence, legal due diligence and financial audit. The next third stage is to formally sign the SPA M&A agreement between the two parties and submit it to the NASDAQ Exchange for approval to complete the legal M&A process.

If the M&A case can be successfully completed, Weima Automobile may be able to seize an opportunity to regain its momentum and make a fresh start in the new energy automobile industry.

It seems that the luck of BAYTEN Automotive is worse. As a star car company with a gap between talent and car building strength and the "PPT car building" queue, BAYTEN Automotive also falls on the problem of capital. Bayern has invested more than 70% in R&D, which shows its sincerity, but it has repeatedly delayed the progress of production line construction, which ultimately led to delivery difficulties, and was directly approved to "burn 8.4 billion yuan but not build a mass production vehicle".

By June this year, Nanjing Zhixing New Energy Vehicle Technology Development Co., Ltd. and Nanjing Zhixing Electric Vehicle Co., Ltd., two companies associated with Bayern, had been filed for bankruptcy liquidation.

Today, what people talk about in the industry is that 300 employees ate 50 million yuan of snacks a year, and a box of customized business cards for employees cost as much as 1000 yuan