Government subsidies lowered, how can new energy vehicles meet the challenge

Since the development of new energy vehicles, it has been welcomed by the public because of its environmental protection and saving resources. The state has also strongly supported the development of new energy vehicles to increase the subsidy dividend, which has quickly caused a new energy creation boom. The new energy vehicle market is booming, but industry insiders have also noticed that at the beginning of 2017, the new energy vehicle market has ushered in many policy changes, among which the state subsidies have the greatest impact. According to the New Deal, the subsidy quota for new energy vehicles is 20% lower than that of 2016. The maximum subsidy limit is also lowered from 55,000 yuan in 2016 to 44,000 yuan, and local financial subsidies must not exceed 50% of the central bicycle subsidies.

In the eyes of the industry, the state's reduction of subsidies for new energy vehicles will reduce the “dependency” of car companies on the state subsidy policy, which will also promote the reshuffling of the new energy vehicle market. Then, with the dividends of government subsidies no longer, how will car companies respond?

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Since the emergence of the term new energy vehicle, new energy vehicles have always been the key projects supported by our country. In recent years, more and more car buyers have begun to pay attention to or purchase new energy vehicles, thus promoting the rapid development of the new energy vehicle industry. Leading companies in some industries have also begun to deploy new energy vehicle markets. For example, Far East Smart Energy Co., Ltd. (stock abbreviation: Smart Energy, stock code: 600869) wholly-owned holding Far East Foster New Energy Co., Ltd. enters the field of new energy power batteries After that, Far East Holding Group Co., Ltd. invested in Detroit Electric Vehicle Co., Ltd. to lay out new energy vehicles. According to the company's plan, the Detroit electric vehicle will be off the assembly line in 2019, and the total vehicle production capacity will reach 50,000 units by 2020. By 2030, the production and sales scale will reach 1 million units.

According to the data disclosed by the China Association of Automobile Manufacturers, from January to July this year, sales of new energy vehicles increased by 21.5% year-on-year, with a total increase of 2.51 million units. Compared with the growth of 122.8% in the same period of 2016, the growth rate slowed down noticeably. It can be seen that the reduction of government subsidies has had a direct impact on the sales of the new energy vehicle market, and at the same time, it will face severe challenges for car companies.

In the face of government subsidies, car companies should pay more attention to technology. The industry generally believes that the recent shrinkage of government subsidies, the purpose is to more hope to use the market's "invisible hand" to regulate the domestic new energy car market. Xu Haidong, assistant secretary-general of the China Association of Automobile Manufacturers, believes that “policy seems to be becoming more and more strict. It is actually encouraging innovation and encouraging technological progress, rather than letting companies eat subsidies.”

The development of new energy vehicles is inseparable from the promotion of technological innovation. Looking at the global new energy vehicle market, the leading brands share a common feature of controlling battery technology. For example, Tesla, known as "black technology", has the most advanced battery technology in the world; Toyota's original hydrogen fuel cell technology is not only environmentally friendly, but also has excellent cruising range, which also makes it strong in the field of new energy vehicles. Competitiveness. The domestic brand BYD also has outstanding achievements in the research and development and design of new energy vehicle batteries. It has both pure electric vehicles and plug-in hybrid vehicles (plug-in), providing consumers with a wider choice. In the first half of 2017, the sales volume of domestic new energy vehicles, BYD still ranked first with 34,634 vehicles. Under the situation that both state subsidies and local subsidies have fallen, BYD still handed in good transcripts.

In the face of government subsidies, enterprises should also be closer to the market, with demand as the king. With the continuous development of the domestic economy and the upgrading of consumption levels, people's eyes are no longer limited to low-priced models, but they tend to pay attention to the performance, configuration, comfort and other aspects of the car itself. Therefore, the diversified demand becomes a decision. The important factors of purchase, starting from the needs of users, have become an issue that is difficult for major car companies to avoid. In fact, China's new energy vehicles are unique in their grasp of the needs of users. The foreign brands headed by Tesla rely only on the "black technology" selling point, not only the price is not grounded, but also in terms of details. Not completely designed for the Chinese market.

Many domestic brands are starting from the needs of users. For example, for the "second child" policy and user needs, all major brands have launched SUV models of different specifications, and even 7 versions of SUV and MPV models, suitable for three generations of the same family. Big family travel needs.

According to industry analysts, the state's reduction of subsidies for new energy vehicles, the main purpose is to reduce the "dependency" of car companies in the production and promotion of new energy vehicles on the state subsidy policy, in essence, is a reverse mechanism, is conducive to new energy vehicles Marketization. From another perspective, it is also the beginning of a reshuffle of the new energy vehicle market.

At the same time, Vice Minister of the Ministry of Industry and Information, Xin Guobin, said at the TEDA Forum that the Ministry of Industry and Information Technology has initiated research on the exit schedule of fuel vehicles, which undoubtedly injected a strong shot into the new energy vehicle market. Under the dual benefits of national policies and market demand, the development of new energy vehicles is a bright future.

It is difficult for a car company that relies entirely on government subsidies to survive. When the government subsidies are no longer bonused, the new energy vehicle market will face reshuffle, some car companies will be eliminated, and those who take the road of technological innovation and target different users. The company will become the survivor of this big reshuffle.