When someone chooses to stand up, no one can easily sit down.

　　Is the steady state broken, rolled or not rolled? Has deviated from the individual's ability to choose. Roll up, lower down "is a true portrayal of the 2023 Shanghai Auto Show.

　　This tornado in the automotive industry has swept Germans thousands of miles away to the banks of the Huangpu River. German car executives can be described as pouring in, according to relevant sources, about "3000 people" came from Germany to Shanghai during the auto show.

　　(Part of the Highlights of the 2023 Shanghai Auto Show Site Image Source Network)

　　The German leader takes the lead. The global CEOs of more than ten joint venture car companies, including Mercedes Benz, Audi, BMW, and Volkswagen, visited Shanghai to experience the power of the East. Foreign faces can be seen everywhere on the booths of independent and new forces.

　　They came from afar, not just to see. The three BBA "Nights", seeing only pure electricity but not smelling fuel, can be seen in determination. Mercedes Benz says luxury still depends on me, BMW says "back to home". The most insightful Volkswagen Group has established a wholly-owned research and development company in China, attempting to shorten the distance between Chinese consumers and Wolfsburg by two 8000 kilometers.

　　Looking back to the east, the slogans of each family were still ahead, and the shouting was almost as loud as' far ahead '.

　　The 270000 level Wei brand Blue Mountain is ahead, boasting that it is better than the "best SUV within 5 million" and wants to be the vanguard of a comprehensive counterattack from the "car building faction" to the "capital faction". Huawei Wenjie M9 has redefined the luxury car standard of "within 10 million" in the future.

　　After the joint venture car company was unwilling to accept people, when the EX90 was released, Volvo exclaimed, "If the new forces will, we will learn in three years; if we will, the new forces will not learn in ten years.

　　The price increases and decreases. The extreme Krypton, who once promised not to do "below 200000 yuan", broke his promise and used the extreme Krypton X of 189800 yuan to take the lead in the "inner roll" trend, vowing to bring the inner roll trend to Europe. The 209900 Fei Fan F7 startled the onlookers next door, Wang Chuanfu; The large five seater Buick E5, priced at over 200000 yuan, also claims to be the "floor" that sparked a price war.

　　Brands that insist on not "wolf like" price reductions are also getting caught up in their product lineup.

　　During the auto show, someone asked Li Bin if the 8 new platform products of NIO were competing with each other. He said, "As long as you buy NIO, fight for it. The vanguard ideal of anti price war is to vigorously promote 11 new cars at the auto show, offering a pure electric and extended range strategy to double the market share.

　　Under the prosperous era, it is the best era for Chinese brands.

　　In the first quarter of 2023, after 40 years of entering China through a joint venture, BYD represented Chinese brands to surpass Volkswagen for the first time, winning the quarterly sales champion for passenger cars, with a sales target of 3 million yuan in 2023. The brand's bike price of 151800 yuan is also higher than Volkswagen's 147800 yuan.

　　On the B side of the prosperous era, it is the 'no one alive' under the influence of the prosperous era.

　　He Xiaopeng candidly said, "If you feel like living well now, it's just a matter of dying three years later or five years later." In the past, it was not enough money to burn, but now it's not enough money to spend. He said that a revenue scale of 100 billion to 200 billion is already good for ordinary enterprises, but now he suddenly finds that he can't survive anymore.

　　And price wars are not panacea. In the hottest month of the "battle" in March, the passenger car market had a total retail sales of 1.596 million vehicles, a year-on-year increase of 0%.

　　Today in Shanghai Beach, 1000 companies gathered at the auto show and held 100 car press conferences in one day. However, how many companies were able to break through the tight encirclement?

　　Under the price war, this prosperous era is like yours. However, at the end of the volume, for specific individuals, is it a birth? Or dead?

　　Lift the ceiling, lift the floor

　　Don't set the booth next to BYD in the future, "someone heard this sound backstage during the exhibition break.

　　At this auto show, BYD has a total area of 2500 square meters, and almost every booth is packed with media and exhibitors from all over the world. If you want to see the same look up as Rolls Royce and Ferrari, you once had to queue up to enter.

　　Two years ago, BYD's booth area was not as large as Hengchi, "recalls an industry insider. Now, the Shanghai Auto Show has witnessed BYD's peak moment.

　　Di Wang's car sea tactics are fully demonstrated in Shanghai.

　　The ceiling is a pre-sale version of the 1.098 million yuan Look Up U8. This "China Big G" is equipped with BYD's most advanced Yi Sifang technology, which can achieve extreme stability, emergency floating, turning in place, and agile steering, and other scene functions, which is its confidence in entering the luxury car market.

　　And the "floor price" of new energy cars has also reached its extreme. The seagull, priced at less than 80000 yuan, comes standard with ESP, rotating screen, front and rear disc brakes, sports seats, blade batteries, NFC keyless entry, and dual front and rear airbags. Anyone who looks at it will wonder whether the top A0 car will change ownership.

　　In addition, the BYD Dynasty Song L, Ocean King destroyer 07, and Tencent N7 all made their debut at the auto show. Just short of the professional personalized brand that is about to be released in the third quarter of 2023, BYD can form five matrices and impact 3 million sales.

　　At this auto show, we also witnessed the exploration of the price "ceiling" by our own brands.

　　Chery, which held intensive press conferences in April, made its debut with multiple new cars from the new brands iCAR and Star Era at this auto show, demonstrating its determination to embark on a comprehensive new energy strategic transformation.

　　GAC Aian has taken a different route of acceleration, with the new brand Haobo's first model, the Hyper GT, being the only GT coupe in the 300000 level with a rotor door and a three section tail wing. As a luxury brand under the Aian brand, its price has "rolled" into the market range of Zero Run C01, Nezha S, and BYD Han EV, striving to create a sour taste that the second generation strives harder than you.

　　Wei Pai has "rolled" operating hours, and the brand stated that the new car Blue Mountain has received over 5000 large orders. In order to provide better service, the operating hours of the entire online store have been extended to 21:00. This six/seven seater SUV, priced at 273800 yuan, is tens of thousands of yuan lower than its competitor, the Ideal L9, and its price hits its doorstep.

　　The "roll" lineup of Lingke brings the first mobile phone brand "Meizu" to land at the Shanghai Auto Show. In addition to experiencing the Flyme Auto, you can also get started with the Meizu 20 unbounded version on site. I don't know if this 1+1>2 cooperation form can achieve a win-win situation when buying a car and giving away mobile phones.

　　Under the inner circle, new cars are rapidly developing and iterating. Independent brands are busy cutting through the chaos and vowing to compete with new forces. However, the newcomers did not need to give up more, and they made a "Rocket" in intelligent driving.

　　Will Volume Technology and Intelligent Driving Blow Out?

　　Looking at the new products at the auto show, wearing a LiDAR has become the "basic operation". According to AutoHeart's statistics, there are at least 38 models equipped with LiDAR in the 9 car showrooms.

　　Intelligent driving is undoubtedly a major disaster area. Yu Chengdong appeared with the L2.999 Wenjie M9, making the industry even more involved. He stated that the Huawei ADS2.0 advanced assisted driving is infinitely close to the L3, and various scenarios are not a problem. It can be driven with or without high-precision maps.

　　The "map free" autonomous driving, also known as the BEV route in the industry, is a technology that emphasizes perception over maps, and was mainly used by Tesla in the past. In cities with incomplete coverage on high-precision maps and inability to keep up with updated road conditions, this route can be considered the optimal solution.

　　But before Musk's FSD entered China, Huawei fired its first shot.

　　At the M9 press conference, Yu Chengdong stated that Huawei ADS 2.0 can already meet the demand for advanced intelligent driving without high-precision maps. By the end of 2023, advanced intelligent driving will be expanded to 45 cities. First launched in two models, the Avita 11 and the Wenjie M5 (intelligent driving version).

　　Xiao Peng also spoke directly, surpassing Tesla's FSD within the year. The new G6 will become the last car to achieve autonomous driving. He Xiaopeng bluntly stated that Xiaopeng Intelligent's speed and acceleration are also "far ahead", without any competitors.

　　The King of Rolls is an ideal full scene NOA, which will be tested in the second quarter of 2023, updated by 100 cities at the end of the year, and free for life. According to Ideals, this system has the ability to avoid complex obstacles in urban areas and has the ability to drive through "human like" roads and other road sections.

　　Roll strategy, not afraid of big steps

　　The most ambitious new energy strategy is still to be pursued by various companies. Traditional car companies no longer mention their past glory, afraid of becoming Nokia in the car industry.

　　BMW is exhibiting for the first time with a fully electric lineup. Three directors took turns to take office, emphasizing that "home is in China" and "today's trends in China will lead the direction of tomorrow's world". They plan to present 11 pure electric products in 2023.

　　Mercedes Benz directly brought half of its board of directors to visit and plans to launch 17 new energy products in China by the end of the year. The four core brands of electric vehicles have joined forces to officially achieve full brand electrification.

　　SAIC Group has released a "three-year action plan", with an annual sales volume of 3.5 million new energy vehicles by 2025. In the next three years, Feifan, Roewe, and MG will launch more than 13 new energy products.

　　Japanese and Korean cars are relatively conservative, but they can also be considered radical compared to their past selves. The Honda e: N's second and third bullet models made their global debut in Shanghai and announced that no new pure fuel models will be launched after 2027. By 2035, the sales of pure electric vehicles in China will account for 100%.

　　Kia's medium to long-term electrification strategy. Starting from this year, Kia will launch at least one pure electric vehicle model based on a dedicated electric vehicle platform every year, and by 2027, a total of six pure electric models will be launched.

　　The anxiety of joint venture brands is not difficult to understand. The mid-range market is firmly controlled by BYD, and high-end models are gradually losing out on the Chinese market, with sales declining by 20% -40% in each company. As soon as the new generation of products was launched, they were taken over by Chinese cars priced only a fraction of themselves.

　　The Shanghai Auto Show once again revealed a cruel fact that under the pressure of price war and the trend of "oil and electricity at the same price" brought by the price reduction of raw materials such as lithium batteries, the courage of "smashing people's jobs" cannot save the second tier joint venture, but a transformation with sincerity may be possible.

　　Conclusion: Rolling in the prosperous era, benefiting in the thousand years?

　　The arrival of the golden age of inner scrolling means that the era of lying or even standing to earn money has passed. Joint ventures, autonomy, and new forces are all cracking down on the pot and selling iron, offering "meager profit" tactics. The average person in the car industry is Luo Yonghao, and making cars is like making friends without making money. If you kill someone, if you still have one breath, you will win.

　　Along with the inside roll, it is the knockout stage that enters the "hand to hand combat" phase. As Li Xiang said, the three-year elimination race for smart electric vehicles has begun; He Xiaopeng said that the industry, like a ball game, is "32 in 8"; Yu Chengdong stated that 2025 is a watershed for the automotive industry.

　　Over the past three years, more than 75 car brands have fallen, and it is expected that in 3-5 years, 60% -70% of brands may face closure. Even chip manufacturers have started to engage in a "price war", cutting orders and promoting prices, just like the new energy vehicle market.

　　1% of entrepreneurs are welfare for the whole society, and 99% are individual hell.

　　And those overseas brands that seem to have "lost" China have surprisingly good financial results. For example, Stellantis, Hyundai, Kia, Mercedes Benz, and BMW, several "luxury brands" have all seen their net profits increase throughout 2022. Among them, the smallest one increased by 12% year-on-year and at most by 49%.

　　The scroll of prosperity is not just about living. And faith.

　　The Mercedes Benz Night of this auto show was held at the World Expo Center. 158 years ago, a famous and sentimental name in the history of China's national industry, Jiangnan Manufacturing Bureau, was born nearby. It started from the Westernization Movement of the Qing Dynasty, and was established in Shanghai on September 20, 1865. It was planned by Zeng Guofan and later in the actual charge of Li Hongzhang. It is the starting point of China's national industry. In 158 years, the vicissitudes of time were indescribable, but backwardness meant being beaten, and industrial manufacturing, even in today's AI era, remains the backbone of the nation.