Countdown to the death of “oil-to-electricity”? Naive

“Oil to electricity” has become an abandoned child of joint venture car companies?

Countdown to the death of "oil-to-electricity"? Naive

“You are late. The gasoline-to-electric model is no longer on sale. This car has long been discontinued.” This is the voice heard many times in the investigation of Auto Market Story in Shanghai and Beijing.

Earlier, when the wave of electrification hit , mainstream car companies launched many “fuel-to-electric” models based on the fuel vehicle platform. The cost is low and the research and development cycle is short, so “emergency make up” is the most suitable; However , new forces such as Tesla have no burden and have opened up a new path-the development of a dedicated platform for pure electric vehicles, which is more suitable for the long-term development needs of electrification.

After experiencing the baptism of the market, the original pure-electric models have become the market’s sweet pastry, while the “oil-to-electric” models seem to be increasingly unsuitable for consumers’ needs.

Even so, there are still a group of auto companies that are still “persisting” on changing oil to electricity. What makes them stick to it and not give up? Is there a way out for “oil-to-electricity” in the end? In fact, each family has their own “small abacus” in their hearts.

01  Half is sea water: “Oil to electricity” enters the countdown to stop production

A few days ago, Auto Market Story confirmed from multiple sources that dealers in Beijing have stopped selling Dongfeng Nissan Sylphy pure electric models, and some dealers said that “Nissan Sylphy pure electric models have been discontinued.” Among them, Dongfeng Nissan dealers told Auto Market Story, “Since January 2021, Sylphy’s pure electric models have been discontinued in the store because the price is too high and there is not much sales.”

On the other hand, Dongfeng Yueda Kia also has no sales of pure electric models for the time being. Kia K3 New Energy and Kia KX3 New Energy have no cars. Sales all stated that “the petrol-to-electric models are no longer sold”; Beijing Hyundai’s dealer sales also clearly stated that “Oncino pure electric has been discontinued”, and Mingtu New Energy has no existing cars, but only exhibited cars in 4S stores. Use, the actual sales volume is zero.

Countdown to the death of "oil-to-electricity"? Naive

(Mingtu New Energy)

Even with a small number of existing cars, dealers are clearing inventory. Sales pointed to the relatively remote location of the exhibition hall and said, “Festa pure electric vehicles can be reduced by more than 60,000 yuan. After this batch of liquidation is completed, the scheduled mode will be adopted, and the factory will produce after receiving the order. It is predicted that the car will be picked up in one month.”

Countdown to the death of "oil-to-electricity"? Naive

(Festa Pure Electric Vehicle)

In addition, the FAW- Volkswagen Bora pure electric and Golf pure electrics that went on sale in 2019 have also been discontinued in Beijing. Located in the 4S store in Shanghai, although SAIC Volkswagen’s LaVida pure electric has not ceased production, it is difficult to book new cars and dealers sell them at discounts.

“Sunny is not a pure electric car now, companies need to look at quota, it is expected to take 2-3 months.” Shang Hai a Shanghai Volkswagen 4S store sales for the automobile market pure electric Sunny Story inquiry, feel a little surprised. “Now there is a discount of more than 60,000 yuan, and a bare car is 85,000 yuan.”

Although the price is equivalent to a discount of 5.7 percent, the salesman said frankly, “It’s not the original model. The real car has no sunroof and reversing image, the wheels are one inch smaller, and the leather is changed to woven fabric.” For this “reduced version”, the sales call it. It is the “large user version”. “These can be post-installed, it’s not difficult, and it doesn’t cost much. Only in this way can it be price-competitive.”

Countdown to the death of "oil-to-electricity"? Naive

(SAIC Volkswagen Lavida pure electric vehicle)

An insider of SAIC Volkswagen also told Auto Market Story, “The pure electric vehicles based on the MQB platform are about to be EOP (the end of the project cycle).” This also means that as the ID series pure electric vehicles on the MEB platform are on the right track, the North and South Volkswagen’s “Oil to electricity” will complete the transition mission.

These “oil-to-electricity” need to be sold “broken down” mainly because of insufficient product competitiveness. At the beginning, the “oil-to-electricity” model was a helpless move for traditional car companies to carry out electrification transformation due to market and environmental pressures. The advantage of “oil-to-electricity” is that the product can be quickly introduced to the market. Industry insiders told Auto Market Story that the development of a brand-new electric car requires an investment of tens of billions of yuan, while the “oil-to-electricity” only needs about 500 million yuan.

However, such “opportunity” can only make the battery in the chassis, tail box and other places see the pin-in layout. The most embarrassing problem is the short cruising range, mostly 200-300km, which causes these models to be either charging or charging. On the way.

Countdown to the death of "oil-to-electricity"? Naive

Today, these criticized “oil-to-electricity” are gradually withdrawing from the stage of history.

02  Half is the flame: when the “oil-to-electricity” continues

When a large number of oil-to-electric models are “ending their lives”, some car companies are still “persisting” on changing oil to electricity.

Located in a Dongfeng Honda 4S store in Fangshan District, Beijing , Auto Market Story happened to see consumers coming to pick up cars. This car is the only M-NV pure electric model sold by Dongfeng Honda. According to sales reports, “A total of 8 units were sold in the store in the past month, mainly due to the new energy indicators announced in May this year.”

At the other end, in a Dongfeng Honda 4S store in Putuo District, Shanghai, there are also many M-NV pure electric vehicles available, and there are 3 colors and 3 grades to choose from. Consumers do not need to make an appointment to wait. “You have to see this car and CR-V like it? Is changed from our highest selling and most technologically sophisticated models of fuel over.” Differs from its its product brand of “oil power” secretive, On the contrary, Dongfeng Honda Sales regards “oil-to-electricity” as a selling point of its products.

Countdown to the death of "oil-to-electricity"? Naive

(Honda M-NV pure electric vehicle)

It is also a Japanese brand, and the sales at a Toyota 4S store in Shanghai are also extremely enthusiastic. “Yize E Jinqing now has a big discount in the store, which can reduce 60,000 yuan.” Sales brought the car market to a relatively remote location outdoors. There is a big brand on the roof of a white Yize E Jinqing-“Special Recommended Model for July”. The salesman whispered, “If you are interested, you can sit down and continue talking. The price will not disappoint you.”

Behind the sales so “hard”, it turns out that this car has been parked in the store for more than 100 days. “I tell you the truth, our manager said, as long as the guests are families interested in this car, based on customer demand at any time to apply to mention, you can go for 30,000 yuan.”

Countdown to the death of "oil-to-electricity"? Naive

The 40% discount of Yize E Jinqing is basically the same as the price of the same fuel vehicle, and it is even cheaper to remove the purchase tax, but consumers seem to be uncomfortable. According to data from the China Automobile Association, Yize E Jinqing sold less than 100 vehicles in April and May this year.

As the only two Yize E Jinqing in the store, the sales only want to ” unpack ” as soon as possible , “I won’t be restocked. Originally, this hole has not been filled, so how can I dig another hole for myself.”

The “pit” in the sales mouth refers to the manufacturer’s “bundling sales.” “Before, when you bought an AAIFA, the manufacturer must let you buy another Yize E engine at the same time (once a month). One was sold at a price increase of more than 100,000 yuan, and the other was sold at a loss.” With a wry smile, “Although it is like a robbery, I can bear it. Fortunately, there is no mandatory bundling now, mainly because the Corolla PHEV and RAV4 PHEV are selling well.”

Toyota’s luxury brand Lexus is naturally taking the route of “oil-to-electricity”. Compared with other brands, Lexus is the most serious and serious selling “oil-to-electricity.” Entering the door of a Lexus 4S store in Shanghai, Auto Market Story shows that the Lexus UX 300e is placed in the C position, and the surroundings are also specially decorated.

Countdown to the death of "oil-to-electricity"? Naive

“We are not simply changing oil to electricity, but a pure electric model based on Toyota’s hybrid technology.” Sales is proud to emphasize.

It is reported that the discount rate for the car is 45,000 yuan, and there are other financial activities with a down payment of 39,999 yuan and no interest for 3 years. Even so, the monthly sales of the car have been hovering around 100 units.

Just like FAW Toyota’s sales rhetoric, “Hybrid vehicles are not worried about selling. The positioning of this car is there. It is normal for us to sell two or three vehicles a month.” With the “talisman” of hybrid vehicles, everything is reduced. Under the carbon policy environment, Lexus is obviously much calmer.

In fact, when it comes to the poor sales of “oil-to-electricity” models, whether it is FAW Toyota, GAC Toyota , or Lexus, the message conveyed to the story of the auto market is that pure electric is not the focus of Toyota, Toyota’s “star sea” It is a hydrogen fuel cell vehicle.

Countdown to the death of "oil-to-electricity"? Naive

The pure electric models currently launched by the BBA brand in China are also “oil-to-electricity”. I won’t repeat them here. If you are interested, please refer to “In- Depth Research | Time for BBA Electric Vehicles Is Not Much “.

Unlike joint venture brands that cannot be sold, there are a number of domestic “oil-to-electricity” companies that have not assumed the role of “transition”, but have become the main sales force. The original batch of “oil-to-electricity” models have been properly modified to sell old wine in new bottles, which can also harvest a wave of consumers.

For example, the current Changan Benben E-star National Edition is an “improved” version of the old Changan Benben EV, but the price has dropped to 29,800 yuan, and it quickly seized the market after its launch.

Countdown to the death of "oil-to-electricity"? Naive

(Changan Benben E-star)

For this approach, joint venture car companies expressed disdain. The person in charge of the new energy department of a well-known car company said, “This is purely for new energy points. It’s all like this, and the policy of encouraging the development of new energy vehicles will have no effect.”

03  Soul torture: Is there still a need for “oil-to-electricity”?

The 1-2 “oil-to-electricity” models launched by joint venture car companies in the Chinese market are more of just “testing the water.”

For the original pure electric models, Toyota did not show particular enthusiasm. When other car companies were overwhelmed by the new European emission regulations and China’s “dual points” policy, Toyota hardly relied on plug-in hybrids and pure electricity in Europe, relying only on the high proportion of hybrids in products (2020 More than 55% per year), it can meet the emission target.

The situation in China is slightly different. Toyota has no pressure on fuel consumption points due to a hybrid ratio of more than 10% in its products. However, in terms of new energy points, Toyota will inevitably have some difficulty because of the long-term unappreciated plug-in hybrid and pure electricity.

Countdown to the death of "oil-to-electricity"? Naive

However, looking at the views disclosed by the director of Toyota Motor Corporation Terashima Shigeki a few days ago, the original pure electric models will gradually replace the “oil-to-electricity” models from 2025 to 2030. “Before 2050, different vehicle options such as hybrid vehicles and fuel cell vehicles will compete with each other, and the rest will be the best choice for Toyota in the end.”

Therefore, there is no need to question whether Toyota’s transformation speed is too slow, Toyota’s attitude has always been-I am not in a hurry, what are you?

However, regardless of whether the car companies “persist in” or not, open the list of new energy vehicles, “oil-to-electricity” models seem to be delisting at an accelerated pace. Among the top 15 models, models equipped with pure electric exclusive platforms have accounted for more than 80%, and no joint-venture pure electric vehicles are on the list (except Wuling Hongguang MINI). Out of 15 people, the joint venture “oil-to-electricity” basically hovered at a hundred.

Countdown to the death of "oil-to-electricity"? Naive

The BMW iX3 may be the only joint-venture “oil-to-electricity” with a monthly sales volume of over 1,000, but it also paid a great price behind it. After the official announcement of a price cut of 70,000 yuan, dealers still have 50,000-60,000 yuan. The RMB discount is cheaper than the fuel version X3. The data of Mercedes-Benz EQC and Audi e-tron (launched in April) are not ideal. The data on insurance sales in May showed 614 and 48 vehicles respectively.

“Many of the joint venture brands’ petrol-to-electricity conversions are to cater to the policy and get double points, but there is no sales. Where do you get the points? This is a false proposition.” An insider of a joint venture brand said to the auto market.

At present, many mainstream car companies have launched architecture platforms dedicated to electric vehicles. For example, after the MEB platform, Volkswagen has launched the SSP platform. Other familiar ones include Mercedes-Benz EVA, Hyundai/Kia E-GMP, and GM Ultium.

Countdown to the death of "oil-to-electricity"? Naive

However, from the perspective of time, except for Volkswagen’s aggressive performance, other mainstream car companies’ pure electric platforms are only “small-scale” landings. For example, the Cadillac pure electric SUV Lyriq equipped with the Ultium platform will be domestically launched in 2022; based on Mercedes-Benz EVA The Mercedes-Benz EQS SUV model built on the platform is also expected to be put into production in 2022, and the EQA and EQB launched this year will still be “oil-to-electricity”.

In fact, it is still far away to wait for the “large-scale” pure electric platform to land. Mercedes-Benz faces a wider range of compact and medium-sized pure electric MMA platforms to be launched in 2025; BMW’s pure electric platform is finally scheduled to be launched in 2025 and so on.

The message that these car companies release to the outside world is more that “we have the strength to be an exclusive pure electric platform”, but they are still hesitant to fully embrace electrification.

Countdown to the death of "oil-to-electricity"? Naive

“Except for Volkswagen, most car companies are relatively conservative. Although they have set aggressive goals, they are making slow progress. There is still no way to put aside the larger fuel vehicle market to grab a small share of the pure electric market.” In response, “Some joint ventures are wearing the “oil-to-electricity” skin to apply for expansion of factories to sell more fuel-powered vehicles.

Indeed, under the wave of electrification, mainstream car companies also need to balance cost, scale and brand image. Not only are joint venture brands, but there are also Chinese brands that do not recognize that “it is a good thing to be an exclusive pure electric platform.”

“In terms of scale, it will take time for pure electric vehicles to be equal to fuel vehicles.” The person in charge of a domestic new energy car company told Auto Market Story. “Only from the predictable range, there are three types of fuel, plug-in hybrid, and pure electric. The platform shared by the system is the most intensive way.”

Perhaps BYD holds the same view , which has developed a more compatible BNA platform that is compatible with fuel vehicles, hybrid vehicles and pure electric vehicles, which greatly reduces R&D and production costs. For BYD Han, which is selling well in the market, it also chose a “compromised” solution-Han EV and Han DM are developed based on the same architecture.

Countdown to the death of "oil-to-electricity"? Naive

04  summary

As mainstream car companies launch more new pure-electric models based on pure-electric platforms, “oil-to-electricity” will gradually lose its value. But for now, “oil-to-electricity” will still be a phased phenomenon, except for the batch of “oil-to-electricity” phased out early.

In view of the market size of fuel vehicles, the key technologies of pure electric vehicles have not yet broken through, and the “wait and see” of most mainstream auto companies, it is doomed that some “oil-to-electricity” will still need to shoulder the mission of “transition” until the market is completed. The day when we completely accept pure electric vehicles.

Posted by:CoinYuppie,Reprinted with attribution to:
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