Industry Research: Super 7 Adults Say Second Purchase of New Energy Vehicles

At the Tianjin TEDA Forum held in September this year, Xin Guobin, Deputy Minister of Industry and Information Technology, said that the Ministry of Industry and Information Technology has started a study on the "production and sales schedule for conventional energy vehicles." Although it is still limited to the research stage, with the introduction of the "double-integration" parallel management method, the replacement of traditional automobiles by new energy vehicles may already be the trend.

Ever since, in recent days, the news that domestic and foreign car companies competing to deploy new energy vehicles has been heard. Earlier, Volvo announced that it would no longer produce fuel vehicles from 2019, and nearly 90 billion yuan of autonomous Changan invested to start the “Shangri-La Plan”. From a market perspective, will consumers feel comfortable buying new energy vehicles? Which reasons will hinder them from choosing new energy vehicles? In order to gain a deeper and more intuitive understanding of the current market acceptance of domestic new energy vehicles, Gasplus has launched an industry survey focusing on the above issues.

In the one-week survey, a total of 182 consumers participated in the questionnaire survey. Among them, participants who had purchased new energy vehicles (Type A) accounted for nearly 10%, and those who had not purchased new energy vehicles (Type B) exceeded 90%. According to statistics from the China Automobile Association, in 2016, China’s auto sales increased 13.7% year-on-year to 28.0228 million vehicles, of which sales of new energy vehicles reached 507,000 vehicles, an increase of 53% year-on-year, accounting for 1.81% of China’s total auto sales.

Low cost of use makes new energy vehicles favored

Category A: New Energy Vehicles Purchased

For participants who have purchased new energy vehicles, their main purpose is to facilitate their own commute. Through the analysis of the sample of the survey, we found that these new energy vehicle owners are in all walks of life in the society. There are OEMs and parts manufacturers engineers, senior corporate managers, general staff and private owners, etc. Most of them (accounting for 47%) The daily average mileage is between 50 and 100 kilometers. There are 41% of the participants' average daily mileage is less than 50 kilometers. In addition, there are a small part (about 12%) of the participants' average daily mileage. Between 100-150 km.

In recent years, new energy vehicles have been promoted from the initial stage into the area of ​​personal consumption, during which they have experienced a variety of public opinion games. So, is it really worth choosing new energy vehicles? Owners have the most say, and the market is the only standard for testing products.

In the new energy vehicle satisfaction survey, "low use cost" (41%) and "limited mileage" (59%) have become the most satisfactory and most dissatisfied places for new energy vehicle owners.

We know that consumers will consider the comprehensive fuel consumption of vehicles when they purchase fuel vehicles, and the consumption of electric energy-driven new energy vehicles is obviously more economical than charging fuel vehicles. Calculated on the standard of 100-kilo kilometers of electricity consumption, the cost of driving a new energy vehicle is 100 kilometers. The cost is only four yuan or more; while the traditional fuel vehicle is calculated at 6 yuan per liter of gasoline and 8 liter of fuel consumption per 100 kilometers, the oil fee for 100 kilometers requires 40 yuan. Diversified. Compared with the two, the cost of using new energy vehicles is only one-tenth that of conventional fuel vehicles. In addition, despite the beginning of September this year, the price of oil has risen by 15% and hit a two-year high.

The lower cost of use of new energy vehicles is obviously a better choice for those who travel to and from work, especially in large cities that have already been purchased, and new energy vehicles can also enjoy conveniences such as discounts on licensing and unrestricted travel policies.

However, in addition to daily commuting, there are still 59% of new energy owners say there is "mileage anxiety."

The reporter learned that the mileage of most new energy vehicle models is now between 100 km and 300 km, and even some models have increased their mileage to more than 300 km, which is the average daily mileage of 150 km. Within the group (see daily mileage survey data above), it is fully able to meet their daily commuting needs and occasional short-distance travel needs.

Combined with the consumer demand and the actual cruising range of new energy vehicles, the so-called "mileage anxiety" in the end is the pursuit of higher mileage, or the lack of anxious charging facilities is worth exploring.

Users of traditional fuel vehicles do not worry that mileage is mainly due to the convenience of refueling. Only the calculation of the remaining fuel volume can reach the gas station. Therefore, for the mileage anxiety of new energy vehicles, we should first improve the conditions for energy supply, that is to say, meet the occasional long mileage requirements of users based on improving the charging facilities and improving the charging time.

Looking at the overall situation, the healthy development of new energy vehicles requires more support; the overall quality of new energy vehicles needs to be improved; a healthy market environment and industrial environment are needed.

Class B: Not yet purchased

At the same time, there are still a large number of potential car buyers who have not bought a car in the survey. Nearly half of them said they would consider new energy vehicles in the category of purchase; 20% said they would buy new energy vehicles directly; in addition, nearly 35% of non-purchased car buyers said they would not buy new energy sources. car.

In the subsequent survey results, we found that these participants who have not bought a car are strikingly similar to the new energy car owners. “Low cost of use” and “impact of unconstrained policies” are the main reasons for their purchase or consideration of new energy vehicles, while “anxiety anxiety” and “slow construction of supporting charging facilities” make some people discourage new energy vehicles. .

Power battery is the top priority of new energy vehicles

They believe that new energy vehicles need to be upgraded in the following major areas. The first and most urgent need is to have good battery performance. The second is to increase the number of charging piles and improve the compatibility of charging piles.

As we all know, as the "heart" of new energy vehicles, the quality of power batteries determines the performance of new energy vehicles. While meeting the needs of consumers, how to make it affordable for the average consumer, this puts forward requirements on the price/performance ratio.

We can also see that battery companies are working in this direction.

Earlier, Feng Heng, General Manager of Xingheng Power, said in an interview with Gasgo Motors, “Because of the continuity of battery production organizations, the complexity of upstream and downstream processes, and the need to accept market inspections for a relatively long period, safety and stability Cost-effectiveness is the key to the success of power battery products."

"The competition facing Xingheng is not a simple competition with power batteries. The real competitor is an internal combustion engine. The overall cost is lower and the price/performance ratio is higher." Feng Xiaozeng said, "Make it affordable for consumers." The well-used product is the purpose of Xingheng. With this in mind, Xing Heng has followed the idea of ​​maximizing the cost-effectiveness in a more effective way, from product design, manufacturing to final application.

According to this survey, more requirements for new energy automobile consumers are safety, stability, and actual cost performance. It can be said that the healthy development of the power battery industry will directly affect the market acceptance of new energy vehicles, and then affect the strategic objectives of China's new energy automotive industry development.

Prospects for new energy automotive market can be expected

In the first three quarters of this year, the production and sales of new energy vehicles in China completed 424,000 vehicles and 398,000 vehicles respectively, an increase of 40.2% and 37.7% respectively from the same period last year. Assistant Secretary-General Xu Haidong of China Automobile Association said that the growth rate of new energy vehicles in the first three quarters basically met the expectations of the beginning of the year, and the fourth quarter was the sales season of new energy vehicles. The goal of new energy auto sales of 700,000 vehicles should be completed.

Whether the target can be achieved depends on whether the market pays. At the end of the survey, participants who have purchased new energy vehicles and those who have not yet purchased cars are optimistic about new energy vehicles. 70% of participants stated that they would purchase new energy vehicles for the second time. Nearly 60% of the people who have not yet purchased cars believe that the prospects for new energy vehicles will be promising and the future cost-effectiveness will increase substantially.

Looking back at 2011-2016, China's electric vehicle production has grown from less than 5,000 to 517,000 vehicles; the number of possessions has soared from 10,000 to 1 million, and both have occupied 50% of the global market. In the long run, after the new energy vehicles have solved the problems of battery performance, charging pile construction, and compatibility performance, they may actually usher in a big turn.

On the date, Chen Qingtai, chairman of the China National Automobile Centennial Association, publicly stated that “by the year 2025, the cost-effectiveness of electric vehicles will meet or exceed traditional fuel vehicles.” When the market will use more and more powerful forces to promote consumer transformation, fuel vehicles and electric vehicles The car will enter a rapid process of this upswing. Perhaps this alternative may not be as fast as a smartphone replacing a feature phone. It may be similar to the process of replacing a color film with a digital camera, or about ten years.