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新能源汽车行业需将重心从价格战转向质量竞争—— 访君迪中国区汽车产品事业部总经理杨涛
Zhong Guo Zhi Liang Xin Wen Wang· 2025-06-26 09:48
Core Insights - The focus of the new energy vehicle (NEV) industry should shift from price competition to quality competition, as price wars are merely a means of market competition rather than an end goal [1][2] - The NEV industry in China has achieved significant growth, with annual production reaching 10 million units for the first time in 2024, up from 78,000 units in 2014 [1] Industry Development - The NEV market is currently characterized by price competition, but as the market consolidates and leading brands establish pricing power, the emphasis should transition to quality, technology, and user experience [1][2] - The rapid growth of the NEV industry in China reflects a new phase of marketization, industrialization, and scaling, with production increasing from 100,000 units in 2018 to 10 million units in 2024 [1] Quality and Consumer Expectations - There exists a gap between product quality and consumer expectations, with significant differences in user feedback across markets, particularly regarding issues like interior odor [2] - The concept of "perceived quality" is central to understanding consumer experiences, highlighting the need for companies to conduct market-specific research to address these discrepancies [2] Future Trends - The NEV market is expected to continue experiencing price competition in the near term, but over half of high-tech features are underutilized, indicating a need to shift from merely adding features to optimizing user experience [2] - Long-term development in the industry will depend on a focus on quality, which requires sustained investment in data validation and consumer feedback analysis [2]