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敞篷宏光救不了“国民神车”五菱

有着“国民神车”之称的上汽通用五菱 (简称:五菱) 也不甘示弱。9月25日,五菱宏光miniEV


在汽车行业的“金九银十”之际,不少车企纷纷发布新品,尤其新能源汽车领域的“战况”相当激烈:前有小鹏G9上市不到48小时便推翻所有产品定价,创下了汽车史上新车上市后降价最快的记录;后有理想汽车在9月30日发布了理想L7和理想L8,价格均在40万元以内。

有着“国民神车”之称的上汽通用五菱 (简称:五菱) 也不甘示弱。9月25日,五菱宏光miniEV (简称:宏光mini) 大改款之作敞篷版正式发布,号称“中国首款纯电敞篷车”的宏光mini敞篷版最终售价定在了9.99万元。 

图 / 宏光mini敞篷版

至此,宏光mini家族的在售车型从起初的宏光mini单品,增加到了马卡龙版、GAMEBOY版和敞篷版四大版本,可选车型及配置更是多达19款。宏光mini家族的售价也从最初的2.88-3.88万元拓展至如今的3.28-9.99万元,续航里程从初期的最高170公里提升至今天的最高300公里。 

据五菱官方口径透露,五菱用时五年已成为全球最快达到新能源百万台销量的汽车品牌,并已连续24个月位居中国纯电汽车的销量冠军,曾7度问鼎全球新能源单一车型的销量冠军。 

两年三个改款,价格一再上探,持续热销的宏光mini为何坐不住了?面对新能源汽车的智能化提升,毫无技术含量的宏光mini又该如何加入到这场智能化的游戏中去?在低售价与弱技术的背景下,“国民神车”是否会被后起之秀们甩在身后? 

为人民造五菱

1958年,长春第一汽车制造厂下线的“东风牌小汽车”开启了中国汽车工业的民族品牌之路。同年,在上海安亭下线的“凤凰牌轿车”实现了上海汽车工业的“零突破”。 

也许是巧合,也许是天意,同在1958年,一个以生产拖拉机为主的柳州动力机械厂在广西柳州正式成立。这便是日后“人民需要什么,五菱就造什么”——五菱的前身。 

1982年,柳州拖拉机厂的工人们,在尚不知道什么是流水线、自动装配、标准化生产的环境下,仅凭着生产拖拉机所积累的经验,通过最原始的手工敲打方式实现了我国微型货车的“零突破”。三年后的1985年,柳州拖拉机厂正式更名柳州微型汽车厂,1989年柳州五菱汽车企业集团才正式成立。 

图 / 上汽通用五菱汽车官网

同在1985年,上汽集团引入大众汽车,成立了今天的上海大众合资公司,从此开启中国车企的合资品牌之路。作为跨时代意义的重大工业引进项目,为此上海市将汽车工业定位为上海的第一支柱产业。 

直到2001年7月,位于柳州的五菱汽车以资产划拨的方式与上汽集团达成战略合作,共同成立了上汽五菱。次年,上汽五菱引入通用汽车作为二股东,重新组建了上汽通用五菱的合资公司。 

几十年来,五菱因起步发展较早,品牌知名度较广,而被大家所熟知。同时也因亲民的产品价格,被业界调侃为“最不像合资品牌的合资车企”。 

对此,一方面是,五菱并没有像国内其他合资车企那样,在合资车上挂着海外车企的车标和名字,而是坚持用本土的五菱品牌,导致感觉上不像是合资车;另一方面,在日系和德系车当道的今天,美系车在我国的存在感本就较低,故而让大家忽略了五菱的背后除了上汽,还有通用。 

放眼全国,在诸多合资车企里仍坚持本土品牌的似乎也就只有五菱一家。也正因为没有外资品牌声誉的支撑,五菱的发展也就更加贴近本土化,更能满足不同用车群体的需求,再结合亲民的定价,时间一长便给人一种“土里土气”的感觉。 

在21世纪第二个十年里,面对德系车和日系车以及自主品牌的多方围剿下,昔日辉煌的韩系车和法系车已经被严重边缘化。美系合资品牌的日子也不太好过,而这个挂着五菱标的美系本土品牌从销量和市占率上看,不但没感受到市场压力,反倒是扶摇直上扛起了“为人民造车”的大旗。 

只是,最近几年,在燃油车和新能源的赛道切换下,五菱似乎显得有些后劲不足。 

月销3万的“国民神车”

2010年,五菱旗下的新品车型“五菱宏光”在北京车展亮相,由此五菱开启了一个名为“宏光”的新时代。同年,五菱旗下的乘用车自主品牌“宝骏”正式成立。自此,五菱开启了宏光和宝骏“两条腿”并行发展战略。 

在随后的几年里,五菱借着宏光和宝骏等车型的热销, 在2015年成为国内首个年销超200万台的汽车品牌,凭一己之力扛起了上汽集团三分之一的汽车销量。 上汽集团更是将宝骏和荣威、名爵并称为上汽自主品牌的“三驾马车”。 

通用中国总裁甘文维甚至将宝骏、别克、雪佛兰和凯迪拉克并称为通用在华的四大品牌。至此,五菱也迎来了造车史上的最高光时刻。 

正所谓“成也萧何,败也萧何”,五菱凭借着宝骏品牌,以5到10万元的超低价格迅速占领入门级乘用车市场。然而,在面对长城、长安、吉利和传祺等自主品牌崛起的压力下,宝骏于2019年在一场被动的品牌升级后迅速掉队。 

本就后劲乏力的五菱,还想着借宝骏换标改名的品牌升级之际,试图通过“换个马甲”就能达到涨价30%的效果。五菱将宝骏汽车的价格拉升到13万元,甚至还有上探15万元的趋势。然而,这个因亲民的价格备受市场关注品牌,却因改标涨价被人民所抛弃。 宝骏就已经和“为人民造车”的初衷渐行渐远了。 

当我们站在2022年再回首宝骏历年来的发展轨迹时,唯剩一声叹息。 

作为宝骏品牌诞生后的首款车型,曾经创造了上市10个月实现33万台销售奇迹的宝骏560车型,昔日单款销量超100万的宝骏730车型,如今均已停产停售。曾经长期占据SUV销量榜首的宝骏510车型,如今更是沦落至月销不足千台的尴尬。而作为品牌升级后的首款车型宝骏RS-3,在最近半年 (2022年3月-8月) 的累计销量却不足3000台。 

「探客深科技」从东方财富Choice平台获悉,五菱的年销量从2010年的123.45万台,一路攀升至2017年的215.00万台。随后自2019年开始出现明显的下滑,并于2020年回落至160.01万台,同比增速也从2010年15.90%的增长下降至2019年19.87%的下滑。 

而在2022年的前八个月五菱累计实现汽车销量91.22万台。照此进度计算,全年预估销量或在140万台上下,同比跌幅或将超15%。 

都说“瘦死的骆驼比马大”,即便近年来五菱汽车的整体销量出现明显下行,但年销一两百万的市场的占有率依然居高不下。 在某种程度上看,宝骏的品牌升级是失败的,但宏光的增长劲头似乎正接替宝骏扛起了五菱汽车的半壁江山。 

销量乏力,后劲不足

市场从来都不缺搅局者,接棒宝骏的宏光又开始为五菱征战四方。 

可今天的汽车市场已经大不同于十年前的普及之际,五菱的皮实耐用和亲民价格似乎不再是市场的竞争的核心。一条清晰可见的行业路线是:自主品牌的未来在新能源,新能源的未来在智能化,智能化的未来在自动驾驶。而五菱宏光似乎正在这条路线上逆行博眼球。 

2020年7月,宏光mini在成都车展首度亮相,售价被定在2.88-3.88万元间的新能源汽车,迅速霸占各大媒体头条。作为一款售价不到3万的纯电车型,再配以小巧的车身尺寸,外加丑萌的外观设计,上市之初便迅速俘获大量少女心。从上市之初算起,宏光mini车型已经连续热销超2年,累计销量也远超80万台。 

「探客深科技」从懂车帝APP获悉,在2021年9月-2022年8月近一年来,宏光mini车型以44.01万台的累计销量,位居中国汽车销量榜单的第二位,仅次于日产轩逸 (46.38万台) 。同时也是和日产轩逸一起成为近一年销量超40万的车型。 

若是从新能源榜单来看,宏光mini车型不仅以44.01万台的销量位居近一年销量榜单的第一名,同时还是第二名特斯拉ModleY车型销量的1.54倍,是第三名比亚迪宋PlusDM-i车型销量的1.74倍。 

图 / 懂车帝APP(截图时间:2022年9月25日)

从2022年的前八个月数据看:8月宏光mini单款车型销量为3.89万台,与过往几个月相同,依然位居国内在售车型单月销量的第一位。但从单月销量看,这已经是宏光mini的连续第二个月下滑。前八个月累计销量达26.61万台,平均每月卖出3.33万台。 

如果说一两个月的数据表现可能会有一些偶然性,那么结合近一年的销售数据看,宏光mini的销量下行还是较为明显的。 

作为五菱的第一大股东,上汽当然期待宏光能成为下一个宝骏。但就资本市场的表现看,宏光mini的上市以及后续两年的热卖,对上汽集团的市值表现似乎并没有什么影响。 

也许是上汽的盘子太大,年销600万台车的车企“看不上”这每年40万台的销量。但更关键的是,宏光mini的产品价格太低,对于车企而言,赚不到钱才是头疼的事。 

此前有报道称,日本名古屋大学买了一台2.88万元的宏光mini进行拆解。经推算发现宏光mini的单车利润不足100元。 

一个不被看好的产品却意外走红,还能以两年三改款的节奏这么坚定地走下去。除了能给上汽支撑一部分销量数字外,更关键的是宏光的意外爆火为上汽换来了可观的双积分补贴。 

为约束车企生产高排放车型,鼓励生产新能源汽车,2017年我国就推出了新能源汽车的双积分政策。高排放企业想生产更多的产品就得花钱买积分获得排放权,减排或少排的企业可以卖掉自己的排放积分,换取一部分收益。 

到2021年的新能源积分均价上涨至2000元/分,据悉每卖出一台宏光mini能换得0.6-0.8的积分,按照年销40万台来计算,宏光mini车型仅靠卖积分就能获得五到六亿的额外收益。 

这才是以燃油车为主的上汽所稀缺的:既缺新能源汽车的销量数据,又缺燃油车生产的排放指标。 

更有意思的是,作为上汽通用五菱的关联公司五菱汽车股份被一些人误以为是五菱宏光mini的背后主体机构,在宏光mini新车上市的前后迎来了超20倍的涨幅。 

东方财富Choice数据显示:自2020年10月中旬至同年12月底,五菱汽车的股价也从不到0.2元每股拉升至最高4.4元每股,累计涨幅超1200%,相较于宏光mini发布前的2020年6月初的0.2元每股,五菱汽车在2020年下半年的累计涨幅超2100%。 

图 / 东方财富choice

宏光miniEV的上市,没能扭转上汽通用五菱的下行销量趋势,反倒是给关联度不大的五菱汽车带来了超20倍市值增幅。

结语

前有宝骏“血洗”自主品牌,后有宏光“搅局”新能源市场。 

在某种程度上,销量好就等同于口碑不错,这销量数字都是消费者用真金白银堆起来的。但这一对等的前提是价格和品质都差不多,在一个产品价格差异较大的不对等背景下,销量等于口碑似乎不太符合实际。毕竟在消费群体的差异背景下,产品卖得好不一定就是口碑好,勉强只能说值这个价。 

宏光mini的火爆,也迎来了同行的效仿。如先后推出的奇瑞QQ冰淇淋,长安Lumin、风光mini等车型,且销量表现都还不错。数字是好看,但赚不到钱。 

更要紧的是,在任何一个行业里,没有技术含量的产品仅通过低价的销售策略去抢占市场,带来的结果必定是将整个行业拖入如何减成本的“死胡同”。于自身企业于所处行业,都是不利的。 

不可否认的是,宏光mini是一次成功的尝试。但其过度地强调低价之后,又不得不想办法往高价位升级,昔日的宝骏如此,今天的宏光同样如此。 

或许对上汽而言,宏光能平衡盈亏,为上汽的新能源汽车扛起一部分销量数据,同时换取一些排放指标,要比让它多挣几个钱要更好