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百万级的中国品牌汽车,能卖得出去吗?_我的网站

阿凡达

A |     

[ 行业] 5月30日,预热了半年的尊界S800终于上市了,余承东亲自为其站台,欲与迈巴赫S级(参数|询价)一较高下。

B | 作为国产旗舰天花板,顶级黑科技全副武装。    A South Korean company has begun production at a huge new solar panel factory in Georgia even as industry leaders say surging Asian imports could dampen efforts to make more solar components in the United States.Qcells, a unit of South Korea’s Hanwha Group, said Wednesday that it can now turn out enough solar panels to generate 5.1 gigawatts of power yearly at a two-factory complex in the northwest Georgia city of Dalton. That's almost 40% of U.S. solar panel capacity, according to figures from the Solar Energy Industries Association. Qcells' opened its first factory in 2019 and an even larger plant in phases since, what the company describes as the largest solar investment in American history. “It’s another milestone as we as a company really strive to become a global leader and a U.S. leader in solar manufacturing," said Scott Moskowitz, Qcells head of market strategy and public affairs, speaking with The Associated Press after a plant tour Monday.The company says its new plant is the first solar module factory in the U.S. to begin production since passage of President Joe Biden’s signature climate legislation. Qcells' $208 million investment again shows how federal incentives are spurring a nationwide boom in renewable energy and electric vehicles.Industry jitters about a flood of cheap solar panels from overseas show how dependent on federal policy the solar industry remains. That's a threat in part because former President Donald Trump, the frontrunner for the 2024 Republican nomination, is hostile to renewable energy.Qcells leaders say the new plant showcases more efficient equipment and processes, part of a much larger investment intended to bring key steps in solar manufacturing to the U.S. A solar panel, or module, is assembled from solar cells most commonly made from wafers cut from ingots of polysilicon. Today, the company's solar cells are imported from Asia. But 30 miles (50 kilometers) south of Dalton in Cartersville, Qcells is building a $2.3 billion complex to take polysilicon refined in Washington state and make ingots, wafers and solar cells — in addition to 3.3 gigawatts of solar modules. That plant is scheduled to open in phases starting next year.Currently, no silicon ingots or wafers are made in the U.S. But Biden's Inflation Reduction Act, besides offering a extra tax credit on American-made solar equipment, lets manufacturers earn incentives for every unit of polysilicon they refine and every wafer, cell and module they make. For example, Qcells earns a tax credit of 7 cents per watt for every panel it makes in Dalton, or $34.30 for every 490-watt residential panel made.Even with that boost, solar industry leaders warn, factories will struggle to compete with a new spike in cheap Asian imports. They're again urging federal officials to investigate whether solar panels are being dumped at unfairly low prices. Previous investigations have led to anti-dumping tariffs on panels made in China and Taiwan.U.S. officials shouldn't regard the spike as a normal market fluctuation, said Mike Carr, executive director of the Solar Energy Manufacturers for America Coalition, a group that includes Qcells. He argues Chinese component makers are pushing out cheap modules from southeast Asian factories, tanking panel prices to ensure Chinese dominance and smother U.S. manufacturing.“This is likely to be the No. 1 new energy source in the 21st century," Carr said. "It’s already cheaper than pretty much anything else to install. It is the path to meeting our climate goals. So I think it becomes a real national security kind of concern. The way OPEC is in oil markets, we don’t want to allow China to become that same controller of supply in solar.”Qcells sees current low prices as a “near-term challenge" in achieving economies of scale and serving a long-term market, Moskowitz said. Beyond trade policy, he said, requiring federal agencies to buy American-made products and promoting panels produced with fewer carbon emissions could bolster Qcells.Politics envelops the solar industry. Vice President Kamala Harris visited the plant earlier this year. At the state level, Republican Gov. Brian Kemp has wrestled with Democratic U.S. Sen. Jon Ossoff over political credit for electric vehicle and renewable energy investments flowing to Georgia. “Out of all the places Qcells could have gone, they chose to operate and expand here in Georgia because of our unrivaled assets and the competitive package we put together,” Kemp said in a statement.Ossoff and fellow Georgia Democratic Sen. Raphael Warnock note they authored the component incentives that benefit Qcells, emphasizing federal policy. “Our state is emerging as the advanced energy capital of the nation, thanks to federal infrastructure and manufacturing policies that are benefiting Georgia more than any other state,” Ossoff said in a statement.Qcells, for its part, praises both state and federal assistance.“To build these markets up and to have them work, you need a whole government approach," Moskowitz said.。

C | 智能辅助驾驶能力自是不用说,舒适型配置也是极致丰富,相比之下,定价相近的迈巴赫S 480(入门级车型)略显“寒酸”。但,在百万级的超豪华市场,这样的“高性价比”能否战胜品牌溢价,占领用户消费心智的高地?百万级的中国品牌汽车,真的能卖出去吗?

风光开场,能否笑到最后?2024年11月26日,尊界S800正式开启预售,预售价100-150万元,关注热度一度冲至峰值,在需要缴纳意向金2万的前提下,预售48小时收获了2108台的订单。

D | 这是个怎样的量级?直接对标的迈巴赫S级,近十年内平均月销量最高仅1186台,期间3年月销甚至不过500台。

数据来源:终端销量
但是,预售高潮过后,关注热度快速冷却。虽然,随后的半年内新车车色、内饰以及黑科技技术相继曝光,也曾一度掀起小波澜,但与此前的高涨相比相形见绌。高调抢眼的订单数量能否成功转化为实际购买?还尚未可知。
数据来源:大数据,关注人数数据
有钱人的世界,难以捉摸据调研数据显示,当问到用户“手握150万,你会选择哪款车?”不出所料地更多人选择了拥有百年品牌历史的迈巴赫S480。毕竟,不管产品如何,光品牌名称就足以气场十足了。但是,值得欣喜的是,依旧有34.3%的用户愿意选择尊界S800。

E |

数据来源:调研数据。

F |

在50万以上高购车预算用户中,虽然对海外豪华品牌偏好的人占比最高,达到65%,但是对中国品牌的偏好也超过了40%,特别是中国新势力品牌,达到45%,远远高于海外主流品牌。智能化、电动化助力中国品牌形象向着高度迈进。
数据来源:调研数据
传统对豪华汽车品牌的认知已经被颠覆,高达92.3%的被调研用户认可中国品牌的高端身份。

G | 其中,认为鸿蒙智行(问界、智界等)、仰望是高端品牌的用户占比均超过了40%;认为红旗和小米汽车是高端品牌的用户占比超过30%。

H | 口碑的建立,与产品的进步有着直接的关系。

数据来源:调研数据
高端产品先行,以实力鉴证收获口碑品牌向上高端化,依托的基柱之一就是产品高端化。据大数据,至2025年1-4月,官方指导价50万以上的上市新车中,中国品牌已经占据20.6%的席位,相比2018年增长了20个百分点。而指导价100万以上的上市新车,虽然豪华品牌依旧是绝对主力,占据九成以上的占比,但中国品牌也贡献了6.1%的份额,与2018年相比,实现了0的突破。
数据来源:大数据,新车型统计不含待售、未售车型。中国品牌包括中国主流品牌和中国新势力品牌
在这些中国品牌高端新车当中,纯电动贡献了半数以上的力量。

I | 其中50万以下占比52.3%,100万以上占比53.3%。

J | 其次是传统燃油,依旧占据超过20%的份额。

数据来源:大数据,新车型统计不含待售、未售车型。中国品牌包括中国主流品牌和中国新势力品牌
中国品牌高端车并非有价无市赢得高端市场用户的认可,远比生产高端产品要难得多,中国品牌正在一步步践行、努力。据经销商终端新车销售发票价格(裸车含税)数据,旗下推出指导价30万及以上高端车型的中国品牌中,38.9%的品牌平均成交价均超过30万元。不过,再向上到50万级便明显势微,除了仰望和猛士全系指导价均超50万没有可比性外,其他中国品牌50万以上销量贡献微乎其微,BBA则展示出百年老牌豪华品牌的实力了。毕竟罗马不是一天建成的,中国品牌的高端化仍任重道远。
数据来源:大数据产品AI营销大脑
好的开始是成功的一半,凭借智能化、电动化的优势,中国品牌正在逐步向上冲击高端市场,或许现在销量还较低,用户更多还停留在关注阶段。但,勇敢的一步已经迈出去了,只要产品力过硬且持续稳定,一定能守得云开见月明。(文/数据分析/ 孙莹 数据提供/吕明、董国德)

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