Beijing, December 20 news (reporter Ren Zhi) the hot "meta-universe" has ushered in new players. However, this time, the new players appear in a large number of registered trademarks. According to the website of the Trademark Office of the State Intellectual Property Office, in October, SAIC Motor applied for hundreds of trademark classes related to the Yuan Universe, and on December 8, SAIC Motor applied for 9 more classes of trademarks of "Roewe Yuan Universe".
Saic Motor did not publicly state the use of these trademarks. However, SAIC Motor's action to seize the mid-to-high-end new energy vehicle market has not stopped. "All in Volkswagen" has released three ID. series products in a whole year; led the investment in WM Motors in multiple rounds; released a series of brands such as Zhiji and Feifan that are very unfamiliar to C-end consumers... These are all efforts made by SAIC In the mid-to-high-end new energy market, but from the perspective of market feedback and capital market performance, these actions have had little effect.
"All in Volkswagen" production capacity is difficult to keep up, and monthly sales are difficult to keep up
In the field of new energy vehicles, SAIC's presence is as if it were none.
If SAIC New Energy "can't do it", the rebuttalrs will say that Wuling Hongguang has been dominating the list for many years and riding the dust. If SAIC Motor's new energy performance is "excellent", it may not be recognized by SAIC itself.
According to the 2021 new energy model sales rankings calculated by the Association of Automobile Associations, except for Wuling Hongguang MINI EV and SAIC Roewe Kelaiwei, two models priced at less than 50,000 yuan, there is no SAIC Motor Group in the top 30. It is not difficult to explain why SAIC Volkswagen proposed a new brand layout of "All in Volkswagen".
(Picture left: SAIC Roewe Kelaiwei, picture right: Wuling Hongguang MINI EV, CCTV)
The relevant person in charge of SAIC Volkswagen once introduced to the media that the so-called All in Volkswagen refers to the determination and posture of the SAIC Volkswagen brand to invest in the entire new electric track, which is reflected in two aspects, first of all, SAIC Volkswagen spent 17 billion yuan to build a new MEB factory in Shanghai. The second is that SAIC Volkswagen will release three ID series products in a row throughout 2021.
It is the market performance of these three products that has not brought about the "All in" effect as scheduled. According to the statistics released by the Association of Automobile Manufacturers, the retail sales of SAIC-Volkswagen New Energy Passenger Vehicles in the first 11 months were 53,627 units, ranking 15th among brand manufacturers, with a market share of 2.1%. This is a far cry from Yang Siyao, Party Secretary of Shanghai SAIC Volkswagen Sales Co., Ltd. and Executive Director of SAIC Volkswagen's Brand Marketing Business, which set him the first goal of "accounting for 9% of the market share of new energy vehicles" when he went public on ID.4X.
In November, SAIC-Volkswagen sold 8,882 new energy passenger cars, a slight increase of 1% month-on-month, but still did not achieve the sales target of more than 10,000.
(Chart source: The Association of Passengers, issued by the Central Broadcasting Network)
In addition, the salesperson said that the manufacturer now basically only approves a part of the car to the dealer. Parallel production of superimposed chip problem manufacturers have limited delivery capacity under the existing production capacity. "Even if you produce so many cars, you can't sell them without chips."
First "wisdom" and "flying mortal", and then rush to the "meta-universe"?
To seize the high-end new energy market, SAIC did not put "eggs" in a basket. However, other "eggs" are still a long way from hatching successfully.
On December 25, 2020, SAIC Motor, together with Zhangjiang Hi-Tech and Alibaba Group, established Zhiji Automobile and positioned itself as a "new user-type automobile science and technology innovation company". On January 13, 2021, Zhiji Automobile released two mass-produced finalized vehicles - a smart pure electric car and a smart pure electric SUV. During the Shanghai Auto Show, the Sedan Zhiji L7 opened pre-sale, priced at 408,800 yuan, planned to be listed at the end of 2021 and delivered in early 2022.
When consumers had not yet distinguished whether it was "ziji" or "zhiji" and Zhiji's existing car had not yet been officially delivered, on October 26, SAIC Motor launched a new energy brand parallel to SAIC Volkswagen and SAIC-GM-Wuling, Feifan Automobile, positioning itself as "a user-oriented data-driven automotive technology company".
Compared with Zhiji, although the name of Feifan is very strange, it is not a brand that started from scratch, and its predecessor is the saic R brand, a high-end line derived from ROEWE, a brand under SAIC Passenger Car. After the establishment of Feifan Automobile, the R brand was market-oriented by Feifan Automobile as an independent company.
At the Shanghai Auto Show in April this year, SAIC R also signed Jay Chou as a close friend of the R brand and a spokesperson for MARVEL R. From SAIC R to Feifan Automobile, the sales of its models have not improved. According to the statistics of the Association, in October, the ER6 under the SAIC R brand sold 1585 units, and the MARVEL R sold 417 vehicles, ranking 51st and 86th respectively. In November, ER6 sales fell to 1,507 units, while the MARVEL R was 319 units, ranking 58th and 106th, respectively, with sales and rankings both declining. The name change and independent operation have not alleviated SAIC's dilemma in the mid-to-high-end new energy market.
(Data source: Multiplying Association, Central Broadcasting Network Tabulation)
In addition to emulating the new forces of car manufacturers and establishing one new brand after another, SAIC Motor has followed these new force car companies and joined the ranks of registering meta-universe trademarks. On September 15, Ideal Automobile took the lead in applying for the meta-universe trademark in car companies, and at the end of October, SAIC Motor also joined the ranks of registration, but SAIC's registration seemed a bit confusing, and it registered hundreds of related trademarks in one go, covering automobile research and development, production, manufacturing and sales. On December 8, it once again registered 9 related trademarks for "Roewe Meta Universe".
However, so far, SAIC has not released any news related to the concept of meta-universe.
First of all, "zhi self", and then "feifan", and then rushed to the "meta-universe", it can be said that the hottest concept at present, SAIC is "rubbing" on, but the "concept" is "concept" after all, want to share another piece of the current high-end new energy market that is so fiercely competitive, from the sales report card, it may be a little difficult to rely on the "concept" alone.