According to a September 6th report by China National Radio, the pace of new energy vehicle updates has accelerated in recent years, from a "three-year model change, five-year generation change" to a "six-month model change, one-year generation change," with even the term "disposable electric vehicle" emerging. Some believe these updates are similar to those of mobile phones, while others believe this is a transitional phenomenon and that vehicles will not become fast-moving consumer goods.
The model iteration cycle of Chinese car companies has been shortened to 1.3 years, which is about 1/3 of the iteration cycle of related brands in Europe and the United States; a domestic new energy vehicle company has launched 19 new models in 5 years, which is nearly 4 times the number of new models of a foreign brand... This comparison allows us to see the innovative vitality of the industry, but also brings us to think that we must be wary of the impetuousness brought about by certain competitive involutions: cars should not be fast-moving consumer goods that are iterated by changing color or shape, but require the technical accumulation and innovation of "slow work and fine work".
The high frequency of iterations by Chinese automakers is a positive sign that the Chinese auto industry is catching up and surpassing competitors. It allows consumers to enjoy the benefits of technological advancements more quickly and also drives the industry's overall transformation toward intelligent and electrified vehicles. In the new energy sector, rapid model changes have become an "accelerator" for automakers to break through the market and upgrade their technologies. For example, some automakers have rapidly implemented new technologies such as blade batteries through high-frequency iterations; others have achieved significant leaps in related functions through upgrades to intelligent driving systems. This "R&D follows the market" rhythm has given Chinese auto brands a head start in global competition. Among the new energy automakers in 2024, some have achieved annual sales of 500,000 vehicles by launching six models in five and a half years; others have delivered 135,000 vehicles in just nine months from the launch of a single model.
It's crucial to note that amid the hype, fake facelifts and a trust crisis have quietly begun to develop. Some automakers have reduced the concept of facelifts to cosmetic gimmicks, like recoloring stickers and tweaking interior trims. For example, a popular model on e-commerce platforms, featuring three-color stickers and fake air vents, has become the core change in some brands' annual facelifts. One automaker has also made three facelifts annually, each time adding or removing heated seats and adjusting the system's theme, yet touting them as a "comprehensive upgrade." This impetuous, "change for the sake of change" not only leaves consumers confused but also undermines brand trust. For example, a model's three facelifts in a single year sparked protests from existing owners, resulting in a mob attack on the company's headquarters and a barrage of backstabbing in its livestreams. When cars become "fast-moving consumer goods," consumers lose the sense of security they rely on for long-term use, while brands lose the loyalty they rely on for survival.
"Quick consumption" is a product of industry involution and anxiety. By 2024, emerging automakers will have launched over 50 models. Overcapacity is forcing brands to rely on "model changes" to capture market share. Under the irrational logic of competition, "slow and steady wins the race" has become a luxury, while forgetting the essence of automobiles as durable consumer goods: true competitiveness lies not in the frequency of model changes, but in the depth of technological expertise.
Healthy development of the auto market requires a balance between rapid iteration and slow evolution. Automakers should establish a system for pre-announcement of model changes, such as publicly announcing product roadmaps in advance, to avoid unexpected surprises that could harm customers. The industry should also standardize the definition of a "model change" and eliminate pseudo-innovations such as rebranding or color changes. More importantly, brands should return to their original aspirations and focus on breakthroughs in core technologies like battery safety and intelligent driving algorithms. Consumers should also approach model changes rationally, resisting the temptation to be swayed by hype about "new models being superior," and instead focusing on long-term value.
The value of cars dictates that they are not disposable fast-moving consumer goods, but rather long-term travel companions that provide safety and trust. Only when the industry maintains its commitment to craftsmanship through iteration and cultivates innovation through sustained growth can it both keep pace with technological change and retain consumer trust. This may be the key to China's auto market transitioning from scale expansion to high-quality development.
