Original by New Energy Outlook (ID: xinnengyuanqianzhan)

2958 words, 8 minutes read

Recently, the sales results for November in the new energy vehicle market have been released, confirming once again that the high-end new energy brands of traditional automakers are "on the rise".

Geely's Zeekr sold 27,000 units in a single month, a year-on-year increase of 106%; Dongfeng Motor's Voyah sold 11,000 units in a single month, a year-on-year increase of 55%; AITO, which was once relatively unknown in the "Car 2.0" circle, sold 11,600 units in a single month, a year-on-year increase of over 180%, achieving sales of over 10,000 units for two consecutive months.

Admittedly, such good results are inseparable from national and local subsidy policies, as well as promotional activities by automakers, but with many brands competing in the same field, what really convinces consumers to buy is still quality.

Take AITO as an example. It has completed the dual-power puzzle for all three of its models. Whether it's the AITO 11, AITO 12, or AITO 07, they can all be extended-range or pure electric. Moreover, the newly launched AITO 11 Extended Range version is the first to be equipped with CATL's Xiaoyao Super Hybrid Battery, with a pure electric range of 225km and a combined range of 1065km.

It's often said that big ships are hard to turn around, but when traditional automakers really put their efforts into new energy, it's a case of accumulated strength.

1. Embrace the New Forces, but Trust "Car 2.0" More?

One point needs to be emphasized: in the current new energy market, new forces such as NIO, XPeng, Li Auto, Wenjie, and Lingpao occupy an absolute leading position. After all, from a timeline perspective, their focus on new energy vehicles far precedes that of traditional automakers.

On one side are the new automotive forces, and on the other are the high-end new energy brands under traditional automakers. Who is more resilient and more likely to be favored by consumers?

In the sales growth of new automotive forces and "Car 2.0," the answer is gradually emerging.

In the traditional automaker camp, from January to November, Voyah sold a cumulative total of 74,000 units, a year-on-year increase of 81%; Zeekr sold a cumulative total of 195,000 units, a year-on-year increase of 85%; ARCFOX sold a cumulative total of 69,000 units, a year-on-year increase of 213%.

In comparison, in the new automotive force camp, from January to November, Li Auto sold a cumulative total of 442,000 units, a year-on-year increase of 35.7%; NIO sold a cumulative total of 190,000 units, a year-on-year increase of 34.4%.

Therefore, although the sales figures of high-end new energy brands under traditional automakers such as Voyah and Zeekr are still slightly inferior to those of new automotive forces such as Li Auto and NIO, their year-on-year growth rates indicate stronger market momentum.

Image/Zeekr delivered 27,011 units in November

Source/Screenshot from New Energy Outlook

Xue Min (pseudonym) from Beijing recently ordered an AITO 12. According to her, it took less than two hours from the first sight to making the decision.

"This wasn't an impulsive purchase. Although its appearance is very attractive, that alone wasn't enough to convince me to buy it. After all, it's not as simple as buying a model to display. AITO 07 is jointly developed by Changan Automobile, Huawei, and CATL, the three industry giants. Its performance in body quality, intelligent driving technology, and batteries is definitely more reliable than that of general new automotive forces."

"I used to be very interested in new energy vehicles, but I hesitated when I thought about them being made by new brands that have emerged in recent years. After all, without historical accumulation, after-sales service will definitely be an issue if they go bankrupt in the future. Brands like Voyah, which are backed by traditional automakers, give me a sense of reassurance," said Su Su (pseudonym), the owner of a Voyah FREE.

Obviously, the views of the above two consumers are not isolated cases in the market. In contacts with New Energy Outlook, many consumers expressed that when buying new energy vehicles, they would prioritize models incubated by new energy brands under traditional automakers, considering factors such as brand resources, financial strength, and subsequent after-sales service.

2. Consumers: They Are Underestimated Treasure Brands

Indeed, due to factors such as endorsements from large factories and strong economic strength, new energy brands under traditional automakers are significantly more likely to gain the trust of consumers compared to new forces. However, it should be noted that being easily trusted does not mean already being trusted. To truly gain a foothold in the new energy market, automakers must focus on the products themselves and create what consumers need.

In contacts with many consumers, an interesting phenomenon emerged: AITO, which was once misunderstood by the market as a "failing" brand, has gradually become a "hot item" among consumers after undergoing a transformation this year.

"I've been driving my AITO 07 for some time now. At the time of purchase, I did have a bit of a blind choice at the store. I just asked about the battery supplier and what was special about its intelligence. When I took delivery, my friends around me were worried for me, thinking that sales of this model were average. But honestly, after driving it so far, I feel like I didn't make a mistake."

Image/AITO 07

Source/Screenshot from New Energy Outlook

Speaking of this, A Yuan (pseudonym) also admitted that his car is not inferior to the popular models of new forces, and after several rides, his friends who were previously worried for him have also changed their minds and hope to own the same model soon.

"The AITO brand may sound obscure, but it's a treasure to drive. Its automatic parking performance is very smooth even in dim environments when facing narrow parking spaces," said Xiao Ya (pseudonym), the owner of a 2023 AITO 11.

In contacts with New Energy Outlook, most consumers who have "tried" new energy brands under traditional automakers believe that they are underestimated by the market.

Thus, through the testimonials of many consumers, the truth gradually emerges. Brands like AITO, Voyah, and IM Motors have strong market competitive advantages in terms of current performance, range, and intelligence, not inferior to those "earlycomers".

Image/Voyah FREE

Source/Screenshot from New Energy Outlook

Drawing a conclusion takes only a minute, but what efforts have "AITO" and others made for that "minute"?

In terms of intelligent driving, AITO has chosen a collaboration route with Huawei. According to the "2024 China Automotive Intelligence Experience Research Report" released by J.D. Power, among luxury new energy brands, AITO ranks first.

In terms of battery selection, in order to provide consumers with longer range, the most convenient energy replenishment, and maximum safety, AITO models use batteries from CATL, China's leading power battery manufacturer.

In contacts with New Energy Outlook, it was found that more than 90% of the dozens of consumers surveyed pay attention to battery quality when buying electric vehicles, and models equipped with CATL batteries will undoubtedly be on their most desired purchase lists.

3. Can the "Good Story" Be Successfully Replicated?

The new energy vehicle market in 2024 is already beyond description with just one word like "turbulent." In addition to new forces such as NIO, XPeng, Li Auto, and Lingpao continuing to drive the market, cross-border players such as Xiaomi and Huawei are also stirring up the landscape. As a result, a "group portrait" has unfolded in the market.

Under this situation, the sudden surge in "Car 2.0" sales has some reference significance for the market and automakers. After all, facing a high-end new energy market with multiple brands and models, it is not easy to persistently capture the hearts of consumers.

IM Motors, which was still on the "cold bench" a few months ago, has become a "hot item" among consumers after the launch of the new LS6. What did they do right behind the scenes?

Image/IM Motors LS6

Source/Screenshot from New Energy Outlook

First and foremost is the sincerity in pricing. The new LS6 offers discounts such as a 5,000 yuan prepayment deducting 25,000 yuan from the final purchase price, a 399 yuan lifetime warranty for the three electric systems, and a 2,999 yuan IM MAX rear smart screen. Moreover, IM Motors provides benefits such as a "2-year 0% interest fixed-term loan of 150,000 yuan" for prospective car owners, allowing consumers to purchase cars without worry.

In terms of intelligent driving, IM Motors combines "software and hardware," with almost fully equipped hardware and an end-to-end high-level intelligent driving system developed in collaboration with top suppliers. The new LS6 comes with a mapless NOA function for national highways and urban areas upon launch.

Chassis tuning is the specialty of traditional automakers. The new IM Motors LS6 is equipped with a Lingxi Digital Chassis, featuring four-wheel steering, which enhances handling and flexibility compared to most products in the same class.

Meanwhile, AITO has embarked on a channel reform, shifting from a single direct sales model to embracing a dual-track model of "direct sales + dealers." Within just two months, AITO completed the channel conversion of over 90% of its direct sales stores, retaining only a small number of direct sales stores in first-tier cities such as Beijing, Shanghai, and Guangdong.

The second change is in the product matrix. On September 26, AITO 07 was officially launched, offering both extended-range and pure electric versions. Thus, AITO officially entered the extended-range market.

On December 2, the newly launched AITO 11, with a starting price of 279,900 yuan, was officially released. Unlike the older version of AITO 11, the upgraded new version supports both extended-range and pure electric power. Notably, the new AITO 11 Extended Range version, like the AITO 07 Extended Range version, is equipped with CATL's Xiaoyao Super Hybrid Battery, the best hybrid battery on the market.

Image/Pre-sale of the new AITO 11

Source/Screenshot from New Energy Outlook

It should be clear that the reason AITO was able to "shine" this year is not only because it has gradually enhanced the competitiveness of its products while maintaining its brand tone but also because it has maintained sincerity towards consumers at every important juncture.

"Due to personal reasons, the decorative panel of the car audio fell off. After contacting the AITO 4S store, they immediately ordered a new accessory for me without hesitation. What surprised me most was that they replaced the entire door trim for me."

"Last year during the Spring Festival, I was stranded on a self-drive trip to Hainan. AITO's worry-free island departure service was incredibly heartwarming. At that time, I felt like I had chosen the right brand."

"To be honest, I've driven over 7,000 kilometers so far, and apart from routine maintenance, I haven't had to go to the 4S store for any minor issues," admitted several AITO owners.

It is not difficult to find that for new energy brands to "grow upwards," they should not only continue to focus on improving product strength in terms of intelligence and batteries but also focus on enhancing user experience and service. Only by exchanging sincerity can they gain more "votes" in the new energy market and become the next brand to "emerge."

Importantly, these successful experiences can be replicated.