With the implementation of the "double carbon" goal, more and more new and old forces have poured into the new energy car-making track, hoping to get a share of the market. Of course, many of them have been in the traditional car companies for many years as executives in the car circle "veterans" personally down, "electrocution" to build cars.
Recently, in addition to the light orange car that has been unveiled and the niu innovative energy technology NIUTRON of former Maverick executive Li Yinan, it is reported that Su Weiming, former executive vice president of Volkswagen and current CEO of Renault China, has also joined the car industry.
Former CEO of Volkswagen is in charge of Dongfeng Investment OEM
Su Weiming personally went down to build a car, and there were rumors before.
Through the inquiry of information, it can be found that in June this year, a start-up called Beijing Binli Information Technology Co., Ltd. was registered and established, and the legal representative was Su Weiming. According to industrial and commercial information, the business scope of Penn Technology includes: new energy vehicle manufacturing, technology development, software development, data processing and other businesses.
It is worth noting that The holding company of Penn Information Technology Co., Ltd. is BeyondCa HK Limited, and among the five natural person shareholders in the company, You Zheng, deputy general manager of Dongfeng Motor Group, and Liao Xianzhi, chairman of Wuhan Dongfeng Insurance Brokerage Co., Ltd., are among them. This can fully make people think that Binli Automobile will hand over the product to Dongfeng OEM production, which will be a high probability event.
Some insiders even revealed: "Dongfeng has invested in Binli and intends to oem for it." ”
According to AutoDNA, Bingli's first new car will be benchmarked against Porsche's Taycan and released at next year's Beijing Auto Show. As Porsche's first pure electric model, the Taycan is officially priced at between 888,000 and 1,808,000 yuan. It can be seen that Bingli positions the product as a high-end new energy vehicle. In addition, through the introduction of Bingli Intelligent Recruitment Materials, "we are committed to providing people with a healthy and pleasant lifestyle, creating a luxurious intelligent new energy vehicle and providing butler-style ecological services." It can be expected that Penley's future products will pay more attention to healthy lifestyles.
New Forces Are No Longer "New" The new four modernizations are the main theme
"The traditional business has done enough, I want to do something new." In 2015, Su Weiming, who was still a Volkswagen executive, said this when the new project began.
At that time, the new energy vehicle market was still a blue ocean, and the new car-making forces represented by Weilai, Ideal, Xiaopeng, etc. entered one after another, and Tesla, a giant on the other side of the Pacific, had just delivered model s to the first batch of Chinese car owners.
6 years have passed, time has passed, the former blue ocean has long become the red sea, the eight major factions besieged the bright top of the immortal fight, but also replaced by the tide faded, naked swimmer embarrassment.
Before Su Weiming, there is no shortage of precedents in the car industry for "veterans" to build cars, among which the more representative ones are Shen Hui of WM Motors, Daniel Zhang of Nezha Automobile and Ding Lei of Gaohe Automobile. According to official data, WM delivered 5,027 smart pure trams in November, and more than 700 more high-end Gaohe cars. Compared with Li Bin, Li Xiang and He Xiaopeng, who have an Internet background, such sales data is obviously a bit "crotch" in the new forces of car manufacturing.
Compared with the new energy vehicle companies helmed by the managers of traditional car companies, the new forces of Internet car manufacturing pay more attention to the high electrification, networking and intelligence of electric vehicles. Although it was not optimistic about the market at first, with the popularity of new energy vehicles, intelligent and automatic driving assisted driving technology has gradually been recognized by consumers.
Therefore, although Su Weiming has accumulated a large number of contacts and resources in the automotive industry chain, the author is skeptical that Binli Automobile, aiming at the high-end new energy market, will "overturn" at that time.
Inertial Thinking Shackles Change doesn't happen overnight
Can traditional car companies do a good job in marketing new energy vehicles? Opinions differ in the industry on this issue. At least from the current sales point of view, traditional car companies or the new car-making forces founded by traditional car executives have not met expectations in terms of data.
After all, in terms of diversified management and marketing strategies, there is a big difference between the new car-making forces and the traditional car companies. The new forces of car-making pursue youthfulness, are good at breaking inertial thinking, and pay more attention to accurate circle marketing. Whether it is Musk, or Li Bin, Li Xiang, He Xiaopeng, before building electric vehicles, they have not really been involved in the field of automobile manufacturing, but they still create a market value that far exceeds that of traditional car companies.
The executives who come out of the traditional car companies often retain the deep-rooted old manufacturing thinking. Even if it masters the mature processes and mechanisms of traditional car companies, it has rich experience in optimizing and reducing costs. However, in the field of new car-making forces that need innovation, this kind of "pseudo-innovation" that still thinks of selling cars has become the biggest shortcoming.
Changes in thinking do not happen overnight.
Although the iron-fisted reforms in the marketing system, pricing strategies and channel restructuring in the early years led Su Weiming to lead FAW-Volkswagen to increase sales significantly, it was also controversial and offended the interests of some dealers.
In the past, Liu Beisan Gu Maolufang invited Mr. Kong Ming out of the mountain, and Mr. Shui Jing sighed that "although he has his master, he cannot get the time."
Today, the 55-year-old professional manager is "out of the mountains" in the field of new energy vehicles, is Su Weiming really born at the right time?