IAUTO
Speed Depth Attitude
Introduction |
2022/01/06
Can burst out the golden sentence, are the marketing experts?
Reporter 丨 Deng Yongtuo
Responsible editor 丨 Du Yuxin
Editor 丨Zhu Jinbin
Time flies, and 2021 is over in the blink of an eye. There are many beautiful things in this year that have not yet been savored, but there are some classic sentences that have always remained in our minds and become the happy talking points after our tea and dinner. Looking back at these golden sentences, it seems that it can also piece together the movement and trend of the car market in this year.
"Tesla can't compromise"
On April 19 last year, the first day of the Shanghai Auto Show, the video of Tesla owners' rights protection was fermented wildly on the Internet. In the face of the car owner's questioning of the Tesla brake failure caused by this sensational rights protection incident, Tesla's attitude showed unprecedented toughness, and its global vice president Tao Lin directly responded: They will not choose to compromise in the face of this matter.
Tao Lin said: "The recent Tesla incidents are related to her, we have offered to pay for the testing of the vehicle, but she does not agree to ask for huge compensation, we think her claim is unreasonable, we can not agree." She also said: "Our own research shows that 90% of customers are willing to choose Tesla again."
It is an indisputable fact that Tesla has a large number of fans in China, but it does not mean that Chinese consumers have no bottom line and will not protect their rights and interests. On the contrary, with the continuous improvement of China's legal system, people's awareness of rights protection is also getting stronger and stronger, whether it is a Chinese company or a foreign enterprise, only by putting consumers first, this enterprise can get long-term vigorous development, and this public relations event has indeed lost some goodwill for Tesla.
"Running 1000km, can be fast charging and cheap, it is impossible"
At the China Tram Hundred Forum at the beginning of last year, Ouyang Minggao, academician of the Chinese Academy of Sciences and vice chairman of the China Electric Vehicle 100 Association, pointed out at the forum, "If one of them says that it can run 1000km and charge in a few minutes, and it is also particularly safe, the cost is particularly low, don't believe it, because this is impossible at present."
I have to say that the 1,000-kilometer cruising range can be described as the "standard" of last year's electric vehicle circle. GAC Aeon's claim that the model equipped with a graphene super fast charging battery can achieve 80% of the power in 8 minutes of charging, and the NEDC standard cruising range reaches 1000 kilometers. Zhiji Car L7 and Weilai ET7 both claim that the mileage can break through this mileage.
Before Ouyang Minggao said that "1,000 kilometers is impossible", he said: "Battery material innovation is a matter of accumulation and thin hair, which requires long-term efforts, because we have to balance the contradictory technical indicators such as energy, life, fast charging, and cost, which are contradictory." ”
In fact, many people in the industry know the truth and falsity of "1,000 kilometers of endurance", and everyone knows that this is just a means of propaganda for some companies. However, excessive publicity of "1000 kilometers", such a trend is obviously not conducive to the development of electric vehicles. Ouyang Minggao's attack on "1,000 kilometers of endurance" may be the embodiment of everyone's hope that the industry can continue to develop healthily.
"Tesla has been 'killing people' in recent years"
On July 8 last year, at the World Artificial Intelligence Conference, Su Zhen, president and chief architect of Huawei's ADS intelligent driving product line, publicly called Tesla "killing people".
Su Zhen said: "Tesla in recent years, its accident rate is still quite high, and from the first person to the most recent person killed, its accident type is very similar."
"This is the place where I use the word 'kill', and it sounds like it could be serious to everyone. But if you think about it, when the machine enters human society and human symbiosis, the machine will definitely cause the accident rate, and the ugly point is 'killing', but we must reduce its accident probability to the lowest possible. Probabilistically, this is something that can happen."
Su Zhen's words caused a huge sensation in the automotive circle, and he himself paid a price for this too "blunt" remark. On the 27th of that month, in order to calm the controversy, Huawei released the news that it had dismissed Su Zhen from the position of director of the intelligent driving product department of the intelligent vehicle solution BU, and Su Zhen would go to the strategic reserve team to receive training and assignment.
And Su Zhen's dismissal caused a wave of heated discussion on the Internet, some people think that he said that Tesla "killed people" is indeed inappropriate, should have an attitude of respect for peers; others think that he is too "straight-talking" and feel sorry for himself to cause trouble. In any case, these words also remind companies that they should always maintain a cautious and responsible attitude towards the development and application of new technologies.
"Great Wall Motors does not make mobile phones and does not 'go to heaven'"
At the media communication meeting of the China Automobile Enterprise Brand Officials Joint Meeting (CB20) sponsored by the China Association of Automobile Manufacturers last year, in response to the question of whether Great Wall Motors will manufacture mobile phones and flying cars, Fu Xiaokang, vice president of Great Wall Motors, said that Wei Jianjun, chairman of Great Wall Motors, had made it clear at the internal meeting that great wall focused on building good cars, not building mobile phones, and not going to heaven, insinuing that competitor Geely built both mobile phones and satellites.
Focus on building cars, focus on building good cars. This may be the concept that Wei Jianjun has always adhered to. The efforts and achievements of Great Wall Motors in the past 30 years have become a model for the automotive industry. Wei Jianjun has developed Great Wall Motors from a private enterprise in a remote corner into a multinational automobile group that sold millions last year.
Focusing on the automotive field does not mean that it is static, Great Wall Motors has been subverting and innovating itself, and has made obvious breakthroughs in new energy and intelligence. It took 5 years and invested more than 20 billion yuan in research and development to build the "lemon" platform, "tank" platform and "coffee intelligence" covering the whole industry chain value innovation technology system of automobile research and development, design, production and automobile life, representing the new "car-making concept" of Great Wall Motors, which is the strong accumulation of Great Wall Motors' core technology and the solid foundation for the global development of Great Wall Motors.
"The next golf must not come from China"
In the face of chip shortages, Herbert Diess, CEO of Volkswagen, presented his proposal and the modernization of the core plant at the Volkswagen Employee Congress in Wolfsburg, and jointly organized a renovation project to inspire Volkswagen employees.
"Yes, I'm worried about Wolfsburg," Dies acknowledged his concerns about Volkswagen, calling on employees: "Only by working together can we make Volkswagen future-proof." Meanwhile, Dies said: The next golf must not be Tesla! The next golf must not come from China! The next blockbuster has to be a Wolfsburg Trinity!
Through the Trinity project, Volkswagen hopes to build a new flagship in Wolfsburg in 2026. This project will not only boost internal morale, but also bring brand effect. The Trinity project is still in the conceptual phase. Judging from the latest disclosures, the sedan will be one of the first models to be born from volkswagen group's new SSP scalable system platform.
"SAIC wants to take the soul into its own hands"
At last year's SAIC shareholders' meeting, an investor asked Chen Hong, chairman of SAIC, whether SAIC would consider cooperating with third-party companies such as Huawei in autonomous driving.
However, Chen Hong, who has just been reappointed as chairman, said: "It is unacceptable for SAIC to cooperate with a third-party company like Huawei to drive autonomously, which is like having a company that provides us with an overall solution, so that it becomes the soul and SAIC becomes the body." For such a result, SAIC is unacceptable and must take the soul into its own hands. ”
The reason why SAIC has such an attitude is because in terms of layout of automatic driving and technology research and development, SAIC's cooperation tentacles can be said to be all over the world. Through capital and cooperation, SAIC has basically completed the intelligent full-chain layout, which is one of the important reasons why SAIC rejected Huawei, and the fundamental reason that has been questioned is that SAIC has not integrated the advantages of these companies into its products, bringing about a leap in technology and the improvement of product strength.
When the industry reshuffle has begun, how to carry out self-revolution has become the most difficult decision to decide. Not fighting against the trend, not lying in the comfort zone, not conforming to the rules may be the most important issues for SAIC to consider, and in this wave of electrification, SAIC does need to exert force.
"The key is to waste three years of time, how much is this time worth?"
At last year's Yabuli China Entrepreneur Forum, BYD Chairman Wang Chuanfu "shouted" Lei Jun, "5 billion is nothing to Lei, 100 billion is not a thing, the key is to waste your three years, how much is worth these three years?" As soon as this remark came out, it was interpreted by some media as Wang Chuanfu was persuading Lei Jun not to build a car, so as not to waste time.
As soon as this remark came out, it was interpreted by some media as Wang Chuanfu was persuading Lei Jun not to build a car, so as not to waste time. And Wang Chuanfu debunked this: he did not advise Lei Jun not to build cars, and was negotiating car-making cooperation with Xiaomi.
Wang Chuanfu pointed out that the problem was misread by the media, saying that BYD advised Xiaomi's Lei not to build a car is wrong, in fact, Xiaomi and BYD have a good cooperative relationship, because BYD has a large number of Xiaomi mobile phones for Xiaomi, and it is a very strategic cooperative relationship between BYD and Xiaomi.
In the future automotive business, BYD will also support the development of Xiaomi in the automotive field, not only support, BYD is also willing to cooperate with Xiaomi in the automotive field, and is negotiating some projects.
"No CEO cares more about security than I do"
Last year, Time magazine named Musk The Man of the Year, followed by the Financial Times. Musk said in an interview: He did not mislead the owners in terms of safety, nor did he put them at risk.
Musk is talking about Autopilot, FSD. Musk said: "When you book a Tesla car, read the material. When you turn on the system, read the material. It's written very clearly, very clearly. Musk also said that Tesla's high safety rating and NASA's use of SpaceX rockets to send astronauts to the sky prove that the company attaches great importance to safety.
Musk admits: "I don't think there's a CEO on this planet who cares more about security than I do." ”
SpaceX is still very frank about security risks, but Tesla is not necessarily. Because of the many car accidents, Tesla's "autopilot software" has attracted a lot of criticism. Regulators and lawmakers have also accused Tesla of the Autopilot feature, a misleading name that makes car owners think that cars can really drive autonomously, in fact, this technology is not perfect at present, and a lot of technology accumulation is needed.
"You can't be too greedy"
At the ninth annual meeting of China Entrepreneur Development last year, Cao Dewang, chairman of Fuyao Glass Group, talked about the crisis of Evergrande, and he was surprised to say that Xu Jiayin's total capital of 3.9 billion yuan could actually be loaned to 2 trillion yuan.
Cao Dewang said that for the development of an enterprise, it must have its own bottom line, "don't be greedy, you have to come step by step, you want to dig into the hearts of others, you should worry about whether your heart will be dug up." "The right and reasonable approach is to take it step by step, accumulate slowly, create dividends or wait for the market to give dividends, rather than relying on speculation and blind gambling."
Cao Dewang once proposed that entrepreneurs should have a sense of responsibility, "the most successful approach is based on the ancestral precept that we should adhere to the ancestral precept of respecting heaven and loving people, which is what Mr. Wang Yangming said, that is, we must adhere to this principle." Cao Dewang said that this is the basic principle he has adhered to in the process of entrepreneurship and development for so many years.
Evergrande's current disintegration and Fuyao's prosperity in the industry may also be reflected in the adherence of its respective leaders to basic principles.
"I don't understand that there are still people buying gas trucks"
At the NIO Day 2021 conference on December 19, NIO ET5 was officially released. In the media communication session after the meeting, Weilai CEO Li Bin told the media, "I simply don't understand why everyone still buys oil trucks now, how nostalgic they will buy oil trucks, in addition to being able to smell gasoline, what else is good." As soon as this sentence came out, it quickly exploded on the Internet.
In this regard, Li Bin responded in the Weilai user group: "In the past few years, the charging and replacing infrastructure is indeed not convenient enough, and there are few good electric vehicles, and now the infrastructure is developing rapidly, and there are many good products in various price segments to choose from." However, netizens do not seem to buy this explanation.
It is true that in recent years, with the promotion of the state, the new energy automobile industry has been in full swing. At present, there are state subsidies for new energy vehicles, which do not have to pay purchase tax, are not limited to travel, and are not limited to purchase. After the strong support of the state, China's new energy vehicle ownership is now the world's first, and the output is the world's first.
Li Bin said these words with a little ridicule, as a new energy brand president, this remark, improve the topicality, increase the degree of communication, is undoubtedly an advertisement with its own traffic. But no matter what the original intention, no matter how optimistic he is about new energy vehicles and his own Weilai, Li Bin's so-called "not understanding" is to put all the people who buy fuel vehicles on their own opposites, and even appear "electric superiority", which seems to be somewhat offensive.
| Deng Yongtuo |
Not a big problem, there is no fear of cars.