Core Insights - Joint venture brands are shifting their focus to the mid-range market for electric vehicles, particularly in the price range of 100,000 to 200,000 yuan, indicating a pragmatic market positioning strategy [2][4][10] - The mid-range electric vehicle market is experiencing rapid growth, with significant potential for joint venture brands to increase their market share [3][9] Market Dynamics - According to the China Association of Automobile Manufacturers, the expected sales of new energy vehicles in China for this year is projected to reach 13 million units, representing a year-on-year growth of over 30% [3] - The sales growth rate of new energy vehicles in the 100,000 to 200,000 yuan price range is significantly higher than the overall market growth [3] - In the 100,000 to 150,000 yuan segment, domestic brands hold a 70% market share, while joint venture brands account for 30% [3] - In the 150,000 to 200,000 yuan segment, domestic brands' share drops to 51.5%, with joint venture brands rising to 48.5%, indicating room for growth for joint ventures [3] Strategic Shifts - Major joint venture brands, including Volkswagen, are adjusting their strategies by increasing production capacity and introducing lower-priced models to enhance market performance [6][10] - Nissan's N7, a new electric vehicle specifically designed for the Chinese market, is priced between 119,900 and 149,900 yuan, showcasing the focus on the mid-range segment [7] Market Structure Evolution - The current market structure is described as a "sandglass" shape, with significant shares in the segments below 100,000 yuan and above 300,000 yuan, while the 100,000 to 300,000 yuan segment remains relatively small [9] - As joint venture brands intensify their efforts in the 100,000 to 200,000 yuan market, a transition to a "spindle" market structure is anticipated, with increased sales in this segment [9] Competitive Landscape - Despite the strong presence of domestic brands in the mid-range market, joint venture brands still have opportunities due to their brand loyalty and potential for user conversion through competitive pricing strategies [10] - The success of joint venture brands in the mid-range electric vehicle market will depend on their ability to adapt in product offerings, pricing strategies, and channel efficiency [10]