Tesla sales and traditional car sales

Author? |? fruit juice

Editor? |? Han Xiao

The pattern of the European electric vehicle market began to be rewritten.

Two months after the release of Volkswagen's first ace pure electric vehicle ID.3, 5438+ 10 quickly achieved a monthly sales volume of over 10,000, winning the position of the European pure electric sales champion that had been occupied for a long time before? Tesla model? 3 directly fell out of the top ten.

Delivered in Europe from 20 19, model? The sales volume of 3 will occasionally be surpassed by Renault Zoe, but the latter is an oil-to-electricity product after all, and it is an entry-level car and model with lower price. 3 do not belong to the same market segment and will not have a substantial impact on it.

However, this overtaking of Volkswagen ID.3 is of great revolutionary significance.

As the first model built by the MEB pure platform of Volkswagen Group, ID.3 not only owns? 3 Comparable electric drive performance is also quite eye-catching in terms of automatic driving and in-car interaction, which is completely unique to competitors and the price is the same as Model? 3 the same range.

In other words, when the sales volume of electric vehicles has not increased significantly, ID.3 is grabbing models? 3 of the market share, but also robbed a lot.

In addition, the most important thing is that the "victory" of ID.3 in two months shows that the Volkswagen MEB platform can play well in the European market, and it also shows that the Volkswagen brand has great appeal in the era of electric vehicles.

In the future, with the advent of more ID models such as ID.4, Volkswagen's sales in the European electric vehicle market will soar.

At present, although new players such as Tesla have a good momentum of development, a core boosting factor is actually that traditional car companies have not really made efforts in electrification.

The success of Volkswagen ID.3 shows that traditional car companies are still very competitive after they really make electric cars with their heart. With the increase of GM, Toyota and other car companies, the pattern of the global electric vehicle market will definitely be rewritten in the future.

First, the model? 3 fell out of the top ten in Europe? ID.3 first summit

In the domestic market, Volkswagen has just released ID.4, and domestic users are still taking this car and Tesla models? Y made a gesture from a distance, trying to analyze which of these two cars can win a bigger market in China.

However, in the European market, Volkswagen proved with strength that ID series products have the ability to beat Tesla.

JATO, an overseas automobile analysis agency? Dynamics recently announced the top ten models in the European pure electric market. Surprisingly, the Model that has been occupying the list? Instead of continuing its strong position, it fell out of the top ten.

5438+ 10 European pure electric vehicle sales.

Instead, Volkswagen ID.3 sold 10475 vehicles in June of 5438+ 10, which also set two new records. First, the sales volume of this car exceeded 1 10,000 vehicles for the first time. Second, the monthly sales of this car in Europe exceeded Model for the first time. 3。

It is worth noting that although this car has only been delivered for more than two months, the cumulative sales volume has entered the top ten of the European pure electric vehicle sales list this year, and the market potential is very great.

Dazhong ID.3

In second place is Zoe, Renault's best-selling car, with sales of 9,778 vehicles. This car has maintained the top three position in the sales list of pure trams in Europe for a long time, and its performance is very gratifying. However, it should be noted that this car is a small car, similar to the domestic "seat-occupying artifact".

The third place is Hyundai Kona, with sales of 526 1 vehicle, and the fourth place is also a Korean model, with Kia Niro*** selling 3868 vehicles. Interestingly, both cars belong to Hyundai-Kia Group, which means that Hyundai-Kia Group has a certain market position in the European new energy market.

Modern kona? electric vehicle

But in 20 19, in the European pure electric vehicle sales list, Tesla models? 3 It is definitely the existence of "Thanos", not only relying on Tesla model? 3 Successfully won the first place in the new pure electricity market in Europe, and also greatly opened the second position.

20 19 European new pure electricity market sales

It is not difficult to see from the above table that Tesla models? The sales of a car exceeds the sum of the sales of the second and third places, which is far from the modern Ioniq, which is also the top ten.

20 18 and 20 17, Tesla models? The sum of sales of S and Tesla Molde has been ranked in the top three of the annual pure electric sales list. It should be noted that these two cars are still the most expensive cars on the list.

From last year's defeat to this year's repeated transcendence, Tesla did show fatigue in the European market.

Second, Volkswagen started the first shot of electric counterattack? Old players can still play.

Although it is not an isolated case that the sales of traditional European car companies surpass Tesla, at the beginning of this year, Renault Zoe was in Tesla Model? The counterattack was completed, but the last transcendence was far less profound than this one.

First of all, from the model, Renault Zoe is an old model and a traditional oil-to-electricity product. The price of this car is less than 20,000 euros (about 1.58 million yuan), which is a low-priced car in the European market, and its market position is similar to the domestic "seat-occupying artifact". So the sales of such a car surpassed the Tesla model? It doesn't make much sense, and the domestic Hong Guang MINI has also completed the model? The transcendence of 3.

Renozoe

But ID.3 surpassed Model? The meaning of 3 is completely different. This car is in the same market segment.

The starting price of Volkswagen ID.3 in Germany is 36,000 euros (about 284,000 yuan). Tesla models? Germany starts at 44,000 euros (about RMB347,000). In terms of battery life, after Volkswagen ID.3 is equipped with a 77kWh battery, the cruising range of WLTP can reach 549 kilometers, while Model? The 3-long battery life version of NEDC has a cruising range of 668 kilometers. Considering that the WLTP standard is stricter than NEDC, the gap between the two cars in battery life is not very big.

Dazhong ID.3

No matter from the price point of view, or from the point of view of endurance, ID.3 and model? 3 is almost a level, and the name of Volkswagen is better than Tesla in Europe. In other words, can ID.3 really threaten Model? 3 products, and in 10, ID.3 has proved this with sales.

However, it should be pointed out that Volkswagen Group's road to building a car has never been a car to win the world, but a model of multiple cars on the same platform. At present, Volkswagen has established a MEB pure electric platform, and ID.3 is only the first model on the platform. This also means that there are many models like ID.3

Previously, foreign media have launched some IDs. Family products, and at present, the official announcement is already ID.4 and ID. Space? VIZZION、ID。 ? BUZZ，id.dimension，id.bug，id。 ROOMZZ，ID。 R and other models.

Volkswagen ID. Series model list

These cars cover coupes, SUVs, mini-cars, ATVs and even sports cars. Tesla does not have the ability of all-round layout. With the tactical play of this car, the pure electric sales of Volkswagen in the future will be the existence of crushing level. It is almost impossible for Tesla to continue to crush the public in sales in the future.

Even if these models are not mass-produced, Volkswagen does not rely entirely on ID.3 pure electric golf, which has been listed earlier and has occupied a certain market position.

EV？ Sales data show that in the first ten months of this year, the cumulative sales of pure electric golf reached 29,000, second only to Renault Zoe and Tesla models in Europe. 3. Hyundai Kona has been ranked in the top five in the list of pure electric vehicles in Europe.

Volkswagen Golf Electric Edition

If we add ID.3 sales of 20,300 vehicles this year, the sales of Volkswagen pure electric golf and ID.3 will reach about 50,000 vehicles this year, while Tesla models? The sales volume in Europe this year is 58,000, and the gap between the two sides is very small.

On the road of pure electricity, Volkswagen is already a strong opponent of Tesla.

Since Tesla was born and quickly occupied the sales list of new energy vehicles, many traditional car companies have also realized the general trend of electrification and started to transform. However, in the past two years, the counterattack of traditional car companies only stayed in words, and there was no substantive product launch.

Since the beginning of this year, the pure electric trump cards of traditional car companies have been delivered one after another, and the counterattack against Tesla has entered a substantive stage. Has the sales volume of Volkswagen ID.3 surpassed that of Tesla models? 3 is the first shot to start this counterattack.

With the gradual landing of all kinds of pure electric ace products, Tesla will face a more complicated and severe environment and will also face a real test.

Third, does Tesla still have an advantage? Some counter-measures

Although Tesla was blocked by Volkswagen ID.3 in the European market, from the perspective of the whole year, Tesla Model? 3 is still strong, and it still has a big advantage in the three major markets of China, the United States and Europe.

In the China market, the data of the Federation show that Tesla models are in 10? The domestic sales volume is 654.38+0.2 million, and the annual sales volume reaches 92,000, which is still the only pure electricity market in China.

This year, the domestic sales of pure electric vehicles ranged from 1 to 10 (image source).

In the United States, public information shows that Tesla Model in the first three quarters of this year? The United States has a sales volume of 89,000 and is also the leader in the pure electricity market in the United States.

EV？ Sales data show that even in the underperforming European market, Tesla Model? In the first ten months of this year, 58,000 vehicles were sold, which is still the second best-selling pure electric vehicle in Europe.

Roughly estimated, in the first ten months of this year, Tesla Model? With a global sales volume of about 250,000 vehicles, it is still the best-selling pure electric vehicle in the world.

Despite this, Tesla has not given up further exploration of the European market and has already played a combination boxing. Before understanding Tesla's countermeasures, it is first necessary to clarify the reasons for Tesla's decline in sales in Europe.

According to the analysis of foreign media InsideEVs, there are two reasons for Tesla's sales decline in Western Europe: First, in order to meet the requirements of carbon dioxide emissions, other European brands have launched electric vehicles and have certain promotion policies, while Tesla does not enjoy subsidy policies in some countries, such as France. Second, the production capacity of Tesla's fremont factory is insufficient, resulting in a shortage of supply in the Western European market.

Tesla model? three

Judging from the sales list in the European market, European consumers have a deeper love for small cars. Typical small cars such as Renault Zoe, pure electric golf and BMW i3 have achieved good sales results, but Tesla has no such models in the European market.

After understanding the crux, Tesla's response measures are also very accurate.

Tesla made two preparations for the problem of insufficient production capacity. First, build a factory in Berlin. Tesla decided to start building a new factory in June last year 165438+ 10/2, and has obtained 300 hectares of land in Berlin for building a new factory. In May this year, the land was cleared and leveled, and the prototype of four factories has been built.

Tesla Berlin factory

According to Tesla's plan, the factory will be officially put into production and delivered next year, and the first batch of products will be Model? y .

However, the use of the new factory will take nearly a year, and during this year, the capacity problem will still plague Tesla. To this end, Tesla also demonstrated its second-hand preparation: exporting the models produced by the Shanghai factory to Europe.

According to the information released by Tesla, the export vehicle is Model? The upgraded version of Standard Endurance, which is consistent with the vehicle configuration supplied to China market, will be exported to more than ten European countries such as German, French, Italian and Swiss.

Tesla model? 3 export to Europe

These two measures not only make up for Tesla's capacity problem to some extent, but also further reduce the price of vehicles.

European local production, the most intuitive is to reduce the cost of long-distance transportation. Secondly, Tesla will use local parts to a certain extent after local production, which can further reduce costs. Waiting for the model? When Y is officially put into production in Europe, the price of this car in Europe is expected to be further reduced.

Tesla model? Y

At present, the products exported from Tesla Shanghai factory to Europe are lithium ferrous phosphate version, which is the cheapest version. This also means that the price of this car may be lower when it is sold in Europe, which can also drive a wave of sales.

In view of the problem of Tesla's product line in Europe, although Tesla has not made specific actions, Musk has revealed some news in the conference call in the third quarter of this year.

Musk said at the meeting that he was driving a model in Berlin? When I was in X, it was difficult to find a parking space. In America, cars are generally larger, but in Europe, consumers still prefer smaller cars.

Therefore, he said that Tesla is considering launching compact models in Europe to open up the market, perhaps hatchbacks and the like. In addition, he also said that Tesla will establish a design center in Germany to design new Tesla models locally.

Judging from Tesla's actions, Musk is not willing to be marginalized in the European market. After all, Europe is the birthplace of automobiles, and it is particularly important to win the European market. This also means that the struggle between Tesla and European car companies will continue.

Conclusion: The pure electric offensive of traditional car companies can not be ignored.

Although Tesla has flourished in the field of pure electricity in the past few years, with the comprehensive electrification transformation of traditional car companies, Tesla has inevitably encountered new challenges.

This challenge cannot be ignored. Volkswagen ID.3 taught Tesla a lesson. As more traditional car companies' ace electric vehicles begin to be delivered, Tesla will face greater challenges.

Tesla is obviously aware of this problem. At present, we are actively building factories in Europe, will also design models for Europe, give up the policy of selling one car globally and start to differentiate, but it is hard to say whether such measures will work.

Through this phenomenon, it is not difficult to see that traditional car companies are only a little slow on the road of electrification. When these car companies fully start to act, their combat effectiveness will be very strong, which is also the place that all new car companies need to pay attention to.

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.