In last weekend's CCTV interview with Xiaopeng Automobile Chairman He Xiaopeng, the host asked such a tricky question: Among the three companies of Weilai, Xiaopeng and Ideal, who is the one who makes up the number? He Xiaopeng smiled and replied succinctly: There will be some in the new forces, but not the three of us.
Wei Xiaoli was "in the middle of a teenager", full of spirit, admitting that friends and businessmen were counting, which was also a denial of himself, He Xiaopeng was not so stupid. In a sense, these three new forces are interdependent, relying on the early differentiated products and services, from the new car-making forces to stand out, difficult times are difficult, in the words of He Xiaopeng is "one in the ICU ward, one outside the door waiting to go in." But in 2021, they all survived, and the worst people of the year became the most successful leaders of the new forces.
For the new track of new energy vehicles, domestic car brands have their own consciousness, and suppliers have also seen the opportunity for their own brands to overtake. Zeng Yuqun, chairman of CATL, even asserted that if there are only 10 global car companies left in the future, then 70% will come from China, and the United States and Chinese startups have the most opportunities.
Throughout 2021, a new round of car manufacturing tide has begun, and this wave of car manufacturing can be divided into three types: first, parts suppliers and participants represented by Huawei and 360 will not manufacture complete vehicles for the time being; second, the new Forces of the Internet cross-border represented by Xiaomi and Baidu will create new brand cars; third, the new energy vehicle brands launched by many traditional car companies, such as Extreme Krypton and Lantu, are temporarily called new forces.
These three forces have set off a terrifying wave in the auto market this year, especially Huawei, from "not building cars" to releasing "Q&A M5", it can be said that it is almost ready to build a factory to assemble. Every entrant is aggressive and ambitious, but probably none of them will admit that they are here to play soy sauce.
01 If you don't toss yourself, life is too meaningless
In the "Dialogue Challenger" program, He Xiaopeng's attitude towards his second entrepreneurship is this sentence. From UC's Internet product track directly across to the smart car track, He Xiaopeng said to come. Tossing, this seemingly self-deprecating word, also reveals his confidence in making a successful new force, do not dare to toss, there is no Xiaopeng car today.
For most independent car companies, if they dare not transform from traditional fuel vehicles to new energy vehicle tracks, car companies will not have a future. Tesla has been doing electric vehicles for more than ten years, has hit the doorstep, independent car companies are still intoxicated in the old dream of fuel vehicles and do not want to wake up, then they can only watch the new forces seize the opportunity.
In November this year, Xiaopeng Automobile ranked first among the new car companies with 15,613 units delivered, and surpassed the Volkswagen ID series and GAC AE. From the end of 2018 to the official breakthrough in September this year, Xiaopeng Automobile took 34 months to achieve this breakthrough, and Ideal and Weilai also took 24 months and 41 months to complete the monthly delivery of more than 10,000 yuan, respectively.
Wei Xiaoli's leapfrog growth may also scare traditional car companies, you know, in September Xiaopeng Automobile just broke through 10,000, and in the blink of an eye to November, it soared to more than 15,000, which is somewhat surprising. Towards the end of the year, perhaps the nightmare of traditional car companies has just begun.
Xiaopeng side, the third car P5 has just begun to deliver, the first medium and large SUV Xiaopeng G9 also appeared at the Guangzhou Auto Show, more ruthlessly, G9 is not only for the domestic market, but also for the international market, this year Weilai, Xiaopeng in Norway's action is accelerating, in 2022, the expansion will continue to be close to other international markets, not only domestic traditional car companies, international giants may be jealous of these new forces after experiencing the impact of Tesla.
Weilai, although only two cars were released in 2021, and the product delivery was still three SUVs in the world, it is foreseeable that at least three cars will be delivered in 2022, in addition to the two cars that have been released, ET7 and ET5, which have been released, and the recently exposed ES7 may also be among them. The product matrix is becoming more and more abundant, and the delivery volume is also expected to achieve explosive growth. It is worth mentioning that Xiaopeng began to break into the main position of Weilai and the ideal SUV, and Weilai also began to lay out in the car market, and the war between the three new forces was about to erupt.
02 In the next 3-5 years, the industry is facing a new round of reshuffle
This thesis, or He Xiaopeng in the show, said the original words are like this: it may be between the end of 2023 and 2025, which is the next "shuffling moment" of the industry. The reason why the time is put to the end of 2023 to 2025, He Xiaopeng also gave an explanation, because at that time, the new forces announcing the construction of cars this year will also launch their first models, whether to go or stay, will become very clear.
On December 27, at the Baidu AI Developer Conference, Robin Li announced that the first concept car under Jidu Automobile, a brand co-built with Geely, will be unveiled in the first half of 2022, on the other hand, the automotive robot unveiled in August this year will also be mass-produced and delivered in 2023. Baidu car, from the beginning was considered to be to make Apolo's automatic driving technology land, now it seems that Baidu seems to be full of confidence in car manufacturing.
On the other side, Xiaomi Automobile, in 2021, which is busy investing in and acquiring upstream and downstream industrial chains, has also officially announced that it will mass-produce its first model in 2024. At the same time, Xiaomi Group's ecological enterprise Zhimi Technology is rumored to also join the car-making army, and Zhimi Car-making seems to be independent of Xiaomi, which is puzzling. However, no matter how xiaomi tosses, there may be more optimistic people, with Lei Jun's full investment, strong financial support, and new forces, Xiaomi car manufacturing looks more certain. More critically, the Xiaomi brand has never lacked followers.
In addition to Internet companies such as Baidu and Xiaomi, a large number of new brands wearing the cloak of new forces have appeared on the industry stage in 2021. In April, the Extreme Krypton brand was unveiled under the aura of Geely, and shortly after the brand's release, the first model, the Extreme Krypton 001, became the hottest new car at the Shanghai Auto Show. However, this new power brand independent of Geely Automobile, in the case of high hopes, staged a scene that surprised the owners of the operation, and in November the new force soared, and the delivery volume of Extreme Kr was only 2012 units.
The rest such as BAIC Jihu, SAIC Zhiji, Dongfeng Lantu, Great Wall Salon, Changan Avita, Xilis AITO, Maverick Ziyoujia, Skyworth, are mostly new brands that have just emerged this year, because they have experience or attempts in car building, the speed of these new energy brands to launch new cars will be easier than Xiaomi and Baidu, but whether they can surpass Wei Xiaoli, Nezha, Weima, Zero Run, these new force car companies, there are still great doubts. After all, from the tortuous experience of extreme krypton, there are still many shortcomings in the construction of electric vehicles by traditional car companies.
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When evaluating why the Xiaopeng P7 car can become a new force explosive car, He Xiaopeng used two words: smart and handsome. Like Weilai and Ideal, Xiaopeng has stepped out of its own rhythm in the new energy track, but He Xiaopeng also stressed the importance of making up for shortcomings. In the Internet era, one or two long boards can create a blockbuster product, but cars are not the same, and car building is to constantly make up for shortcomings, or at least not so short, so as to obtain better sales. The transformation of traditional car companies may stay on this issue for a long time.
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Editor: Su Hua