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Tesla's success is not so easy to replicate.
Author: Lu Weijia
The future car is resurrected.
After a year and a half, the official WeChat public account of Qiantu Automobile suddenly returned to the light and pushed a short video with the theme of "Light up the heart, the future is promising".
The amount of information in the video is small, mostly the dynamic footage of the K50 model, but this 29-second video always intentionally or unintentionally shows the future car factory, and the future car seems to want to leave a space for everyone's imagination through this short video.
Including myself, when everyone saw the future car suddenly "fake the corpse", the eyes were actually shocked. At that time, our editorial department joked: Is the future car still operating? It won't be the boss's own tweet! After all, Qiantu Automobile has "closed down" as early as last year, and it is recognized by the industry as an enterprise without "future" and "money".
Up to now, Qiantu Automobile has pushed three promotion information on the official WeChat public account, which focuses on disclosing that Qiantu Automobile will join hands with Goldenport Holdings and Blue Ocean Creative Cloud to enter the meta-universe, and Qiantu Automobile will develop the first meta-universe racing game based on blockchain technology.
As well as announcing that the official Douyin number of Future Auto has resumed operation, and said that Future Auto will set up a flag, beautifully presented, gorgeous turn.
However, the so-called "gorgeous turn" is nothing more than a flag based on a beautiful fantasy of the future car.
Based on the past and status quo of The Future Car, the goal of the gorgeous turn has not actually been recognized by everyone, and even many netizens have said that the Future Car has come back to cheat money, cheat financing, and use the last breath to cheat as much money as possible.
Of course, the reason why everyone will have this negative stereotype of Future Automobile is actually because Future Automobile has not achieved any proud results in the industry since its inception. Especially since the second half of 2019, there have been signs of financing failure and broken capital chain inside The Future Automobile. At that time, the wages of future auto employees were not only owed, social security and provident funds were also cut off, even when future cars fell last year, most employees could not get back the wages they deserved.
In other words, the future of the car has not yet begun to shine, just like most of the new forces of car companies have to go out of business because of insufficient cash reserves and broken capital chains. Especially under the influence of the darkest hour of the epidemic, the closure time of the future car had to be advanced.
And when 2021 comes to an end, the negative impact of the epidemic on the automobile industry is gradually reduced to the lowest point, can future automobiles make a comeback on the tail train of the electrification reform of the automobile industry?
Looking back at the development of Qiantu Automobile in recent years, after Qiantu Automobile officially launched the brand's first model in 2018 - K50, it has not been suitable for the layout of the new energy market at that time, and the entire brand has only one mass production car.
Moreover, the starting price of the future K50 model has gone to 754,300 yuan, which is bound to be unable to be recognized by the market for an independent brand that does not have any brand added value and has no achievements in the field of sports cars. Therefore, the cumulative sales of the future K50 from listing to delisting are less than 200 units. The K50, which has been given high hopes for the future, obviously did not help the brand to create a sustainable development trend.
If you remove the sales data containing moisture, the sales performance of the future K50 model is simply unbearable, and the model rarity can be said to be even lower than that of Rolls-Royce.
From a strategic point of view, it is actually feasible to first launch supercar models to establish brand height, and then launch models that are mainly practical to seize the market. Tesla, the strongest new power brand, is like this, first developing electric sports cars based on Lotus's sports car platform, then launching the most high-end electric performance RVs on the market, and finally occupying the new energy market with Model 3 and Model Y models.
However, Tesla's starting time is at least 10 years earlier than the future car, and the future car will inevitably be difficult to replicate Tesla's success after 10 years. Especially when the time enters 2018, electric vehicles are no longer emerging products, coupled with the mediocre performance of the future K50, the strategy of the future car can only end in failure.
Therefore, fundamentally, the core reason for the collapse of The Future Automobile is actually the brand strategy mistake, and the break of the capital chain is only to accelerate the previous collapse of the Future Automobile. In the same way, although WEILAI also raised the brand height with the help of EP9's amazing performance limits, NIO knows that EP9 cannot be in the automotive market, and the role of EP9 is only for the brand to show off.
Therefore, in my personal opinion, if Future Auto wants to achieve a gorgeous turnaround, in addition to attracting stable and sufficient financing, what is more important is the brand strategy, product layout and product competitiveness. If the future car is still using K50 to make a comeback, then the future is still washed and sleeping.
(Image from the Internet)
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