The new energy vehicle market is not a necessary course of change.

A few days ago, according to foreign media reports, NIO submitted a document to the California Department of Employment Development, which showed that NIO laid off employees in the San Jose area of ​​the United States on December 6, with a total of 141 layoffs. This is the third round of layoffs in North America.

The first two rounds of layoffs occurred in May and September of this year. In May, NIO announced 70 layoffs and closed its San Francisco office, including 20 in its North American headquarters office and R&D center in San Jose, and 50 in its San Francisco office. In September, another 62 employees were fired.


After three rounds of layoffs, NIO’s workforce in North America has dropped by 42%.

JoAnn Yamani, NIO’s North American communications director, said that the layoffs are mainly for the autonomous driving team, and the cooperation with Intel’s autonomous driving team Mobileye has led to the company’s “redundancy and duplication of work on the R&D road of L4 autonomous driving.” Obviously, with more After the professional Mobileye cooperation, Weilai was able to optimize many autonomous driving related personnel, thereby further reducing its financial pressure.

Painful Transformation – Rebirth for “Electricity”

The hard days of electrification are not limited to new car-making forces.

The world’s auto giants are now tightening their belts to live, and the trend of electrification is threatening the jobs of traditional auto industry workers.

General Motors closed three factories this year to save money for the development of new electric vehicles. Also for the electrification transformation, Daimler, the parent company of Mercedes-Benz, announced that it would lay off more than 10,000 employees. Audi also recently announced that it will cut 9,500 employees to save about 6 billion euros to invest in electric vehicles.

BMW, which has achieved a lot in electrification in BBA, is even more so. It plans to lay off about 6,000 people from its Munich headquarters in 2022 to save more than 12 billion euros in costs to deal with electrification transformation and autonomous driving technology.

In addition, Volkswagen and car giants such as GM and Ford from the United States and Japan’s Honda and Nissan have all joined the “luxury layoff package”. The so-called pulling one to start the whole body, car companies have fought their lives for electrification, and the parts giants have to accompany the load. Among the mainstream parts companies, Bosch, Continental, Goodyear, Mann+Hummel, Schaeffler, Mahle, BASF and other companies have successively released their own layoff plans.

The Indifference of the Market – The Darkness Before Dawn

On the one hand, there is an exhausting effort to transform, and on the other, it is indeed a thankless situation.

With the decline of subsidies, the once hot trend of new energy vehicles seems to be more and more like “false prosperity”.

According to the latest data, new energy vehicles continued to decline sharply in November, and have experienced a 5-year losing streak. In November, the production and sales of new energy vehicles were 110,000 and 95,000, down 36.9% and 43.7% year-on-year, respectively.

In terms of new energy vehicles, the two leading independent brands that once dominated the world, BYD and BAIC New Energy, both plummeted.

According to BYD’s sales data, its new energy vehicle sales in November were 10,675 units, a year-on-year decrease of 62.86%; in the passenger association’s list, BYD only had less than 100,000 yuan left in the top ten new energy sales in November. An EV model is struggling to support.

BAIC New Energy sold 7,005 vehicles in November, down 62.6% year-on-year. You must know that at the beginning of the year, BAIC New Energy had set an annual sales target of 220,000 vehicles, but now it has only completed half of it when it is approaching the end of the year.

Find a way out – winter has come, spring will not be far away

However, an interesting thing is that the drop in subsidies has seriously affected sales, but more new energy models have received subsidies.

According to the latest information disclosed by the Ministry of Industry and Information Technology, the subsidized models in 2018 accounted for 43.1% of the total sales of 1.256 million new energy vehicles in that year, far exceeding the 26.69% in 2017.

This means that in the past one or two years, car companies have been continuously optimizing technology and improving quality to meet stricter subsidy policies, and the policy is playing a positive role in guiding the high-quality development of new energy vehicles.

Toyota joins hands with BYD, Great Wall marries BMW, Geely embraces Daimler, and Xiaopeng Weilai interconnects charging business. . . It is not so much that car companies gather together to keep warm in the cold winter, it is better to think of it as dormant in the winter.

Looking back at Weilai, although it is called “the worst in 2019”, in terms of sales, Weilai is not that bad. In November this year, NIO delivered a total of 2,528 new vehicles, setting a single-month delivery record in 2019 for the fourth consecutive month. From January to November this year, NIO delivered a total of 17,395 vehicles. The ES6 even beat the Tesla Model X to become the global luxury pure electric SUV sales champion.

For the new forces of independent brands that take the high-end route, NIO’s achievements are by no means bad.

In addition, Geely sold 14,135 new energy vehicles in November, up 37% month-on-month. BMW Group sold 17,480 new energy vehicles, a year-on-year increase of 18.4%.

It seems that the new energy vehicle market is not full of sorrow.

Layoffs, losses, bankruptcy; spontaneous combustion, mileage anxiety, electric dad. . . This is the main theme that has accompanied the development of new energy vehicles in recent years, but it is also the law of development of new things and a necessary process for change.

What are the trends? The trend is probably the reality that will happen in the future.

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