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Just before September, the domestic new power car companies couldn't wait to announce their sales figures for August. On this list, Weilai's performance is undoubtedly the most surprising. After being surpassed by Ideal and Xiaopeng, Weilai was once again surpassed by Nezha, ranking only fourth in August. Whether in terms of absolute sales volume or year-on-year growth, Weilai's performance can only be said to be unsatisfactory.

Analysis of sales decline of Weilai

According to the official statement of Weilai, the ranking of Weilai declined in August, and the sales data lagged behind Ideal, Xiaopeng, and Nezha. The most important reason is that Nanjing and Malaysia were affected by the epidemic, resulting in a shortage of interior A/B pillar trim panels and Bosch ESP chips, which greatly affected the delivery of Weilai. Weilai also announced that the number of new orders it received in the current month reached a record high. If there were no surprises in the supply chain, it might set a new record for single month delivery in September. However, Weilai has not released specific order data, and can only let everyone leave the mystery to be revealed later in the 11th.

However, we have to say that the shortage of Bosch ESP is a problem faced by the entire industry, and not only Weilai, but also other host manufacturers will be more or less affected. However, we have not found that Ideal and Xiaopeng are affected by the shortage of Bosch ESP, which is a warning to Weilai's supply chain. As for the interior panel, although we can attribute it to the unscheduled outbreak of the epidemic that the supplier encountered in Nanjing, it is also necessary for Weilai to reflect on its own supply chain. In the event that sporadic outbreaks of domestic epidemics cannot be prevented, each host manufacturer must make certain arrangements for the supply of spare parts in advance to ensure the safety of their own supply chain.

The launch of Weilai's sub brand brooks no delay

According to Wei Lai's previous Q2 financial report, Li Bin couldn't wait to announce to media officials that Wei Lai will launch three new cars in one go next year, and that Wei Lai's NT2.0 platform will also be unveiled. But for Li Bin and even Weilai, the biggest attraction is nothing more than a brand new sub brand launched by Weilai. The brand will use a new channel, and even the APP that provides customers with car purchase and later customer operation and maintenance needs to be rebuilt. With a high brand positioning already established, it is a common practice for many luxury brands to use brand sinking to obtain more sales. However, for Weilai, whether the brand new sub brand can directly compete with the entry-level model of TSLA at around $25000 and about 150000 yuan will be the key to whether the sub brand can maintain a foothold in China.

Regarding Weilai, the recent three consecutive accidents have put it under considerable pressure, especially the accidents caused by the driving assistance and navigation function NOP of Weilai, which have even caused confrontation among Weilai car owners. Although the difference between driving assistance and autonomous driving is only one word, it brings completely different driving experiences. For Weilai, the biggest blow is the NT2.0 platform that will be launched next year. The vehicles on this platform are equipped with lasers, which will significantly improve their performance in identifying static objects in front of them compared to the current models of Weilai. However, there is still great uncertainty as to how Weilai should advertise at that time and whether consumers are willing to pay a significant fee to subscribe to related services.

Will the new force's car building pattern change?

The most surprising thing on the August list was Nezha's surpassing of Weilai. Currently, Nezha Motors is selling three important models, namely, Nezha UPro, Nezha N01, and Nezha V, two of which are small SUVs, and one is compact SUVs. Therefore, from the perspective of this vehicle model matrix, Nezha still focuses more on entry-level models, especially small SUVs, which are a market segment that Weixiaoli currently does not have much exposure to, so its single vehicle price is significantly lower than Weixiaoli's. After receiving 360% investment, Nezha products will become inevitable. At that time, there are also certain doubts about whether consumers are willing to position higher models for Nezha.

The recent performance of Xiaopeng Automobile is also commendable. The delivery volume of the main model P7 reached 6165 vehicles in August, becoming the sales backbone of Xiaopeng. As the modified G3i starts to be delivered in September, and the new P5 will also be on sale in October, Xiaopeng Automobile still has sufficient momentum, especially in the G3i, which has significantly improved in styling and configuration compared to the old model, and will become a benchmark vehicle in the domestic pure electric compact market. With Weilai and Ideal not involved in this market segment, it is still highly possible for Xiaopeng to catch up with and surpass Ideal in year-end sales.

As for the ideal car, it is very valuable to be able to take the lead with the ideal ONE model. This year, there is an ideal ONE that has been upgraded. Although the price has increased by 10000 yuan, the configuration has increased by far more than 10000 yuan. In addition, the ideal ONE using incremental programming technology will naturally be favored by consumers without the mileage anxiety of electric vehicles, while enjoying the green license. However, after all, two fists are difficult to beat four hands. With the continuous improvement of competitor model proof, it is also ideal to make more efforts to improve its product lineup. Next year's full-size add-on SUV, as well as future all-electric SUVs, will be the key to reaching another level of ideal car sales.

The biggest year-on-year increase in August was for Zero Running cars. Although compared to other brands, Zero Run's popularity is not as high, or even a bit unknown. However, like Nezha, zero-run, which follows the cost-effective route, is attracting more and more consumers' attention. However, it remains to be seen whether zero running is a flash in the pan or whether sales can continue to rise.

The competition in the domestic electric vehicle market is actually just beginning, and there are significant variables regarding who can hold the reins and who will be eliminated in the future. The competition between new power car companies has also enabled a large number of new power car companies in China to compete with traditional car companies without losing ground. However, as for the former leader of domestic new forces, Wei Lai, after a long period of time when its single model was squeezed out of the top 10 new energy vehicle rankings, it has successively given way to the first and third sales rankings of domestic new forces. In fact, it is not just the impact of the epidemic that can be explained. Before the launch of new models, exploring their internal potential and accelerating the pace of their launch are issues that Weilai urgently needs to address. And minimizing the impact of quality issues and unexpected public relations events is also a lesson that Weilai urgently needs to learn.

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