Shulou(Shulou.com)11/24 Report--

In May this year, Lantu Dreamer went public for delivery, BYD D9 went public in August, and Polar Krypton 009 went public in early November. A few days ago, Xiaopeng also had a MPV model on the road test was photographed by netizens, it seems that car companies have all set their sights on the MPV market.

Tuyuan: many established car companies on the network already have MPV fuel cars, but they are just following the trend and launching MPV models with new energy technologies. But Xiaopeng, a new force in car building, has also entered the MPV market. Is the MPV model really going to rise?

01. Does the market polarize, does MPV really have a future? In the 1980s, Americans who experienced the second oil crisis watched the soaring oil prices, no longer keen on tall but fuel-guzzling American cars, but fell in love with light, fuel-efficient Japanese cars. Faced with this situation, some American car companies transformed themselves to compete with Japanese cars, while others decided to find a new way out for big-space cars. Chrysler, which was on the verge of collapse, fought to the death, so the MPV model was born.

The full name of MPV is "Mini Passenger Van", which means small van station wagon. Later, Renault also developed a MPV model, the full name is "Multi-Purpose Vehicle", that is, multi-purpose vehicle. The integration of the two leads to the MPV car we see today.

Touyuan: after Tengli Automobile was introduced into China, the MPV market rapidly formed a polarized pattern. In the eyes of high-end users, the MPV model is a nanny car, a commercial car, carrying a large number of people, and large internal space, can put a lot of things. The well-known celebrities such as Andy Lau, Jackie Chan, Yi Jianlian and Yao Ming all have a Toyota Elfa for driving.

In the eyes of ordinary consumers, the MPV car is a symbol of industry, especially in the fourth-and fifth-tier small cities, the MPV model can be seen everywhere in the streets, but we usually call it a "van". The more famous minivans are Wuling Hongguang, Wuling Hongguang, Dongfeng well-off, and so on, bearing the expectation of a generation of people who work hard to get rich.

With the continuous efforts of car companies, the positioning of MPV models has become more and more clear in recent years, and the goal is family users. Chinese people take a fancy to family affection, and it is not unusual for a family of five or even seven people. Although cars have the advantages of good appearance and low fuel consumption, it is difficult to meet the needs of family users today, so SUV with large space has sprung up rapidly after it entered the Chinese market at the beginning of the 21st century. According to the data of the Federation of passengers, the sales of SUV models in China have exceeded that of cars in 2020.

Compared with the SUV,MPV, there is more space, but the huge body is destined to be difficult to conquer consumers, coupled with high fuel consumption and power problems, sales have not been too high. According to the data of the Federation of passengers, the total domestic sales of MPV in 2021 was 1.079 million, with the highest sales of Wuling Hongguang.

Tu Yuan: SAIC GM Wuling from the sales data, MPV models and SUV, cars, there is a big gap, and the polarization pattern has not improved, high-sales models are either about 200000 yuan Buick GL8, Chuanqi M8 and other high-end models, or about 50, 000 yuan of low-end cars, the real hot selling price of 80, 000 yuan to 120000 yuan, but do not see how many MPV figure.

Taking into account the upcoming changes in the automotive industry, MPV models have more room for development, you can reconsider the price factors, not to mention the new power of car building, the MPV of established car companies is also very difficult to succeed.

02, MPV may usher in a new era, but car companies still need to be careful that the MPV, which is big enough, is not as popular as SUV. Xiao Lei believes that the main reason lies in fuel consumption and power. The MPV model is already big and heavy, and its fuel consumption is naturally higher than that of the SUV,SUV and higher than that of the car.

Because of its square shape, large wind resistance and extremely heavy weight, MPV models generally have the problem of lack of power, such as the Odyssey, 2.0L displacement, which is already very strong, but the total power is only 107kW, and the driving feeling is obviously different from that of powered cars and SUV.

Fortunately, these shortcomings can be solved by the motor. Take BYD D1 as an example, the power consumption of 100 kilometers is only 12.3 kilowatt-hours, even if the commercial land is calculated at 1.5 yuan per kilowatt-hour, it is only 18.45 yuan. MPV 100 km fuel consumption is generally more than 8L, according to 92 gasoline 7 yuan / L calculation, 100 km 56 yuan start, the gap is too big.

As for power, the structure of the internal combustion engine is destined to be not very efficient, and the thermal efficiency cannot exceed 50%. The electric motor is different, the electric efficiency easily exceeds 90%, and the torque output of the internal combustion engine attenuates rapidly after reaching a certain speed, while the motor is relatively stable, which can solve the problem of insufficient power of the internal combustion engine.

Image source: pixabay but MPV has a bright future, which does not mean that these car companies can gain a foothold in the MPV industry. Lanto dreamer, Teng Teng D9, extreme Krypton 009 and other models, the price is very high, although Xiaopeng's MPV is still in the testing stage, the price will not be low. However, consumers' perception of MPV is still polarized. The price of MPV is too high, and it has obviously given up the largest share of low-price consumer groups.

As for the high price, consumers will care more about the brand, but less concerned about the ratio of performance to price. At present, the highest-priced MPV model is Buick GL8,2021 with total annual sales of 161308, while Chuanqi M8, the third-largest model with MPV sales, has only 66153 vehicles. It can be said that Buick GL8 is in the leading position in the high-end MPV market.

More crucially, at the 2022 Technology Outlook Day, General Motors President Mark Reuss confirmed that Buick GL8 will also be electrified. In this way, the advantages of car companies such as Teng Teng, Polar Krypton and Xiaopeng in terms of power and energy consumption are greatly reduced. Although domestic car companies have more advantages in the field of new energy and intelligence, Buick has developed in the field of MPV for many years, and its brand value is higher.

Therefore, if you want to take root in the MPV industry, no matter whether it is extreme krypton, Teng Teng, Lantu, etc., you have to step by step, first accumulate word-of-mouth and user base, and it is very difficult to achieve success at the initial stage, so you can't be entangled with temporary gains and losses.

But for Xiaopeng, the difficulties are far more than these, because Xiaopeng may not be able to afford the initial failure.

03, the new power of car building, it is best to stay away from the market of MPVMPV for the time being. Sales in 2021 are less than 1.1 million, which is nothing compared to the total sales of 21.482 million passenger cars. Although there may be prospects for MPV in the future, for the new forces of car building, it is best not to force into the MPV market for two main reasons. The first point is that the market space mentioned above is too small. Under the competition of many car companies, it is likely to be a money-losing business.

The second point is the problem of the new car-building forces themselves, they are too poor. Momentum, extreme krypton, Lantu behind there are big trees, with room for trial and error, even if the product has not been recognized by consumers, it will not hurt the bones and bones. The new forces of car building are different. At present, they are basically in a state of loss, and there is no room for trial and error at all.

Far away, Xiaopeng made a net loss of 2.38 billion yuan in the third quarter of this year, which is a little better than the second quarter, but the annual loss is expected to exceed 10 billion yuan. There is no backing behind Xiaopeng, and most of the money spent comes from investors. if the stock price can continue to rise, investors can rest assured, but Xiaopeng's stock has shown an overall downward trend since October, with sales of only 5811 vehicles in November this year. It's not as good as running zero and asking questions.

Photo Source: the screenshot of the stock website once listed Xiaopeng and ideal, Weilai and listed the three new forces of car building, but now they are unable to enter the top five of the new forces of car building, and they have sold less than 6000 cars for two months in a row. Perhaps officially anxious about the existing business, Xiaopeng will be eager to open up new markets and enter MPV.

But the MPV market is so big, how much can be left to Xiaopeng? When will Xiaopeng recover the cost of developing MPV models? By comparison, Weilai is much wiser. At the opening ceremony of Dongguan Songshan Lake Weilai Center on November 27, Li Bin said that he was solving the problem of slow capacity climbing and would not do MPV in the short term.

Perhaps Xiaopeng should learn from Weilai's strategy, not not to do MPV, but not to rush to do MPV, at least to stabilize the sales of cars and SUV, and first solve the problem of loss.

This article comes from the official account of Wechat: Feng Xingxing (ID:fengchuxing2021), author: lost Soul.

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