Light orange era, niuchuang, binli, box, these four car brands are unfamiliar? If you had to choose one of four, who would you choose?
It is also a group of people who go to the soup to fight the fire, grasping the infinite favor of capital for car-making, and the new forces of car-making in the 3.0 version have finally come! They are not so powerful that the market does not expect much from their appearance. However, many "people who have come over" are sighing: Who will repeat the same mistakes? Who will be the first to perish?
Elon Musk used Tesla to ignite the global car dream. RJ Scarlinger's Rivian makes this dream even crazier!
On November 10, Rivian's market value soared to $100 billion, and while global capital and automakers were immersed in The Rivian's financing spree, there was another group of new carmakers in China.
The day before Rivian landed on the NASDAQ, a new brand called Light Orange Age suddenly appeared in the public eye. In the following month or so, Niuchuang, Box, and Binli were exposed to more information, and they gained a high voice in the dissemination of public opinion.
If Tesla is preparing to enter the Chinese market at the end of 2013, the car-making game in which the new forces have participated has lasted for eight years. Players with different qualifications and different backers have gone down one after another, and some even gamble all their chips.
Some people have lost their money and are ruined, and some people are entangled in money and their fame has soared.
In fact, it is not Tesla that really makes the five words "new car-making forces" spread across the country, but the first wave of new car-making players from the Chinese Internet. Without traditional car-making experience, they aimed at the energy revolution brought about by electrification and achieved the 1.0 version of the new forces, Weilai, Xiaopeng, Ideal and even LeTV...
At the same time, there are also Weima, Hezhong, Aichi, and rangers who are not bound by the traditional car-making concept, as well as rangers, futures, singularities, Bo County, and Byton that are killed by the side roads.
『WM EX5』
By the end of September 2018, when WM was about to become the first company to achieve batch delivery of new car manufacturing forces, the new force 2.0 version came.
It's just that in this chaotic period of "group demons dancing", the pattern is chaotic, resources are scattered, housing enterprises are happy, and home appliances are cross-border... Some people delivered, some people went bankrupt, and many players were slapped on the beach before they could realize the cruelty of the game.
According to statistics, so far hundreds of new car-making forces have poured in, and there are 12 out of 10 that have survived. At the end of 2021, the "blood stains" on the beach have not yet dried, and the third group of followers have begun to follow suit, not only looking at the future of electrification, but also the diversified scenes of intelligent interconnection.
This has to make people lament the charm of car building, and even more let people marvel at the magic of capital. Whether it is blindly following or prepared, the opening of the new forces 3.0 version is like the predecessors who once went forward.
How likely are they to win?
What is the background of the light orange era, niuchuang, binli, box?
Building a car is like a bottomless pit that burns money, and many players have disappeared before they can sit at the table. Players who survive also need to face the test of mass production delivery this "life and death line".
"It's difficult, it's not easy to rush out. Their future is hard to say. For the entry of the new forces in the 3.0 version, there have been voices of doubt in the industry, but this does not mean that there is no opportunity to "get out". From the current information, they have some background.
The light orange era is the representative of the capital itself, and the founder Bian Biao bluntly said that it is necessary to become the "fiercest back wave" in new energy vehicles. Behind such self-confidence is Bianbiao's many years of experience in financial work. When talking about the cost of new energy vehicles, Bian Biao frankly said, "The light orange era does not worry about funds."
In the light orange era without any foreshadowing, it took less than half a year from the establishment of the company to the release of the first car VC. Light Orange Times has completed its angel round of financing and plans to complete the A round of financing around April next year and open a B round of financing in the second quarter. At the same time, the early stage of the light orange era will be light asset operation, and the products will be manufactured by BAIC Ruixiang (formerly BAIC Yinxiang).
Niu Chuang and the box are sorry for each other, "meet" on december 15 on the same day to hold a brand conference, what spark will both bring? Worth looking forward to.
The box team has deep experience in the automotive industry, and this time it belongs to the front of the stage from behind the scenes. Founder Zhang Shuguang has been working in the automotive industry for nearly 20 years, and founded the automotive design company Beijing Broad & Bright Automotive Technology Co., Ltd. in 2009 to provide automotive vehicle and parts design and development for many domestic car companies.
The difference is that the box will focus on the B-end market and has signed contracts with a number of car rental companies. At present, the first model of the box has been exposed, and the overall design is very different from the C-end products, specifically to solve the existing pain points in the B-end market. Not long ago, Box Auto opened a comprehensive strategic cooperation with 4D Zhilian and Fu Neng Technology to accelerate the deployment of related services such as intelligent networking, automatic driving and power batteries.
『Li Yinan』
Cows are created in "calves". Li Yinan's car construction has attracted much attention in the industry. According to the news currently exposed, Niuchuang's funds mainly come from the founder team, and the production base chooses the Changzhou factory of Mahayana Automobile. It is understood that Niuchuang has entered the trial car stage, and the size of the new car is very close to the ideal ONE, and it is a range extender model. For more information about Niuchuang, refer to "Taking over the Mahayana, Copying the Ideal, and the Founder of the Calf Made a Car".
Binli has not yet been officially released, but the relevant news has been exposed a lot. Founder Su Weiming worked at Volkswagen for 16 years before serving as Executive Vice President of Volkswagen Group and Executive Vice President of Volkswagen China.
According to the investigation, two familiar faces of the car circle appeared among the five natural person shareholders of BeaconCa HK Limited, one is You Zheng, deputy general manager of Dongfeng Motor Group, and the other is Liao Xianzhi, chairman of Wuhan Dongfeng Insurance Brokerage Co., Ltd.
Is there a deeper connection between Binli and Dongfeng? "Dongfeng has invested in Binli and will do OEM work for it." According to people familiar with the matter, "The first car of Binli will be the standard Porsche's Taycan." However, as of now, Binli officials have not spoken out about this, and the details will not be known until next year's Beijing Auto Show.
Who can qualify? Who died first?
Since you're going to the table, you have to prepare your chips.
From the light orange era, niuchuang, binli, box, we can see the shadow of the old player. But there's no denying that this wave of new players can still come up with something.
Relatively speaking, box cars are opening up a whole new track.
『The first model of the box car」
"There are still opportunities in the TO B market." A marketing director of a mobility company told Autohome. In his view, the traditional OEMs are not doing well in this market, and the production, manufacturing and operation models of the B-end market have a lot of room to play. The emergence of BYD D1 has provided a model.
In fact, OEMs have been working in the B-end travel market for a long time, but with little effect, they want to continue to expand on the consumer side. The reason why the main engine factory wants to grab the share of the B-end market, the early policy orientation has played a great role, but the death of the B-end model cost card, and the final bicycle profit is also very thin. With direction, there is a lack of continuous driving force.
On the other hand, the mobility market itself has certain regional characteristics. In other words, not many people can eat this bowl of rice. When the supply and demand of the local market is limited, where should product upgrading start? The B-end market needs "spoilers" to join, but the box can succeed?
Zhang Shuguang, president of Box Car, said that Box Car focused on the B-end new energy track and excavated pain points from four aspects: government, operators, drivers and passengers. The brand vision of Box Car is to "be a supplier of urban intelligent travel".
"However, the production and operation of the B-end market should be considered as an integrated one." The marketing director of the aforementioned mobility company said. Since we want to solve the pain points of the B-side, we should consider the problems that may be encountered in the whole life cycle of the vehicle. This is the challenge of box cars.
The other three new car builders have traces of imitation and follow-up.
Niuchuang may have been the ideal of the past, and the first product used range extender power. At present, the products positioned in this market are scarce, there are few competitors, there are opportunities to break through, if its product price range and the ideal ONE differentiated competition, may be able to quickly accumulate user groups.
What is important is that Li Yinan's own topic degree, coupled with the upgrading needs of the Maverick user base for transportation and travel, may allow Niuchuang to avoid the embarrassment of building an image and cultivating the market from scratch.
So the question is, can the loyal users of The Maverick Electric Vehicle be converted into Niuchuang Automobile Users?
This can actually be seen from the Mavericks' user base. The maverick itself is "high-end, high-priced" in the electric two-wheeler market, and it is also aimed at young users in the city, successfully "out of the circle" with personalized settings and intelligent functions. If Niuchuang's brand positioning is in line with Xiaoniu, the success rate of user conversion will be higher.
What are the key words in the light orange era? OEM, asset-light, worry-free financing. Judging from the needs of the user, these chewed words do not resonate.
The first product of the light orange era, VC, is positioned as an electric small car, born from its first generation of pure electric platform EEZI STEP 1.0. From the planning point of view, this car is aimed at the low-end electric vehicle market, positioning higher than Wuling Hongguang MINIEV, but the players in this market are increasing, how much market can be grabbed in the light orange era? The future of the light orange era cannot be bet on VC, and the next model can determine the future.
The main point of Binli is to rely on the east wind, and the network rumors that its positioning of the benchmark Porsche is obviously a luxury sports market that surpasses Lantu. The last person to dare to point directly to this segment was the future K50 (recently reported to be "revived"), and in the end not many people are willing to pay for it. B&R may bring us some surprises in terms of business model and service model.
No longer "fair" competition
From January to November this year, the penetration rate of new energy vehicles climbed to 15.0%, and in 2022, China's new energy passenger car sales may reach 5 million to 5.2 million. This makes new and old entrants even more excited. But no matter how you imagine or depict your vision of the future, the cruelty of reality will eventually be faced.
Light Orange Age, Niuchuang, Box, and Binli are not facing opponents who are still in the initial stage from 0 to 1, but elite players after several years of knockouts.
『Xiaopeng P7』
First of all, after many rounds of cruel knockouts, among the new forces of car manufacturing, the monthly delivery volume of Weilai, Xiaopeng and Ideal continued to rise. In the past 11 months, Xiaopeng won the first place, with monthly deliveries reaching 15,613 units; Ideal delivered 13,485 units in November with only one model, and Weilai once again broke through the 10,000-vehicle mark in the voice of doubt. The second echelon of Nezha, Weima, and Zero Run also followed up quickly, and Nezha directly stepped into the Ten Thousand Vehicles Club and became a dark horse in the new forces.
In addition, traditional car companies in transition are catching up. BYD's growth momentum is the most ferocious, ranking first among new energy manufacturers with 90,142 units in November, and the monthly sales of new energy vehicles of Great Wall, GAC Eian, Chery, Geely, SAIC Passenger Vehicles and other companies are more than 10,000 units. In addition, with the addition of new brands such as Extreme Kr, Avita, and Salon, which rely on traditional giants, the competitive situation in the smart electric vehicle market has become more intense.
Not only that, the electrification of overseas brands has increased. Just on December 14, Toyota/Lexus released 15 new electric vehicles, covering cars, SUVs, MPVs, sports cars, pickups and K-Cars, covering the brand's transportation vehicle planning for future urban mobility. Who can stop the strong spread of global giants?
Third, huawei, millet and other technology companies have also made this track more lively. At present, Huawei has slowly penetrated and found the trick of car manufacturing, and has just released a new brand AITO with partners. Although Xiaomi's official announcement is late, the market summoning ability of its brand has attracted widespread attention.
The new forces 3.0 version that have emerged now, the market they face, the pattern is becoming clearer, the strong are accelerating their food sharing, leaving little space for the light orange era, Niu Chuang, Binli, and box. Agree on the end of 2022 and see how they survive!