Nezha Auto has new developments.

On July 16th, data released by Nezha Auto showed that 17,700 vehicles were exported in the first half of this year, an increase of 154% year-on-year. According to the latest statistics from the China Association of Automobile Manufacturers, 605,000 new energy vehicles were exported from January to June. Based on this data, Nezha Auto's cumulative exports from January to June rank first among new-energy vehicle startups and fifth among all new-energy vehicle manufacturers in terms of export volume.

Pricing is a key reason for its advantageous sales position.

According to previously released data by Nezha, the company's revenue in 2023 was 13.555 billion yuan, and the annual sales volume was 124,189 vehicles, meaning the average price of Nezha's products was approximately 109,000 yuan.

Compared to NIO, LIXIANG, and Xpeng, Nezha Auto adopts a low-price strategy. Vehicles priced around 100,000 yuan represent Nezha's main market segment. This price point is competitive both domestically and overseas.

Looking closely at Nezha's five mass-produced models currently on sale, three of them have starting prices below 130,000 yuan. Through its low-price strategy, Nezha has achieved impressive sales. In 2022, with annual sales exceeding 150,000 vehicles, Nezha rose to become the sales champion among new-energy vehicle startups.

It's worth noting that domestic new-energy vehicle manufacturers initially aimed for the mid-to-high-end market. Nezha, however, has taken a differentiated approach.

However, over the past year, the new-energy vehicle industry has witnessed a price war, with many automakers within the industry reducing prices. The prices of several new models have begun to approach 200,000 yuan, directly competing with Nezha GT and Nezha S, which are priced around 180,000 yuan.

Amidst this more intense price war, Nezha Auto's sales decreased by approximately 16% year-on-year in 2023. More notably, due to its low-price strategy, Nezha has accumulated losses of over 18.3 billion yuan from 2021 to 2023.

Given the fierce competition in the domestic market, the overseas market is even more crucial for Nezha.

In terms of going overseas, Nezha has been relatively early and swift.

This year, Nezha Auto has established factories and expanded production capacity in Indonesia, Malaysia, and Thailand. Simultaneously, by producing locally, it has strengthened its brand power in these regions.

Furthermore, Nezha Auto has entered Mexico, Ecuador, and Brazil this year, further expanding its global footprint.

While the low-price strategy has helped Nezha quickly rise in the industry rankings, it has also been plagued by losses and brand perception issues related to low-end products. In recent years, Nezha has also been laying out a premium product line.

On July 15th, Zhang Yong, CEO of Nezha Auto, shared two exterior images of the Nezha S Shooting Brake version on social media, stating, "It has the looks and handling of a sedan, plus the space and versatility that a sedan lacks." Zhang Yong also indicated that the Nezha S Shooting Brake will be launched in August and delivered in large quantities in September.

This model is seen as Nezha's attempt to move towards the mid-to-high-end market and elevate its brand.

With only half a month left until August, it won't be long before we see how the Nezha S Shooting Brake, representing Nezha's mid-to-high-end models, performs in sales.

Written by Zero Degrees