Tesla, which has a market value of more than one trillion yuan, is firmly at the top of the list, the new forces of Wei Xiaoli car manufacturing have broken into the world's top 20, Ford's stock price has risen sharply and changed the downward trend, and BMW has grown sales against the trend. The volkswagen group's delivery decline hit the lowest sales volume in China in 8 years, and Mercedes-Benz and Audi were both trapped in a sales decline. Who sinks, who floats, the sales market gives the answer, and the capital market also gives the answer. The two answers are sometimes consistent and sometimes inconsistent. But for Ford, this time it must have done something right.
Wen 丨 wisdom driving network Huang Huadan
In the two years since Tesla stood at the top of the world's auto industry, Ford has become a traditional car company counterattack, interpreting a new legacy of veterans.
As of press time (January 14), The stock market value of Ford U.S. reached $99.98 billion, once breaking through the 100 billion mark.
Less than two years ago, Ford's K-line was at the bottom, with a market capitalization of only $19.77 billion on March 31, 2020.
Although the Chinese market is still sluggish, the recognition of the stock market is enough to show that this century-old traditional car company has finally caught up with the new wave.
The rise of the new car-making movement has led to the reshuffling and restructuring of the entire industry.
In 2021, Tesla's market value will exceed one trillion yuan, which is 3.5 times that of Toyota, which ranks second.
In November, the newly listed Rivian, as the first company to build an electric pickup truck, delivered less than 200 vehicles, and on the third day, it achieved a market value of more than 100 billion US dollars, surpassing the century-old General Motors, Ford and Honda, once squeezed into the top three of the world's automakers, and still ranks in the top ten today.
Domestic new energy star car companies such as BYD, the new force Wei Xiaoli has also gained a lot. BYD is already the world's fourth largest car company, and Wei Xiaoli is in the top 20.
This batch is undoubtedly the sweetness of electrification.
For the large traditional car companies, the relatively sluggish response speed is reflected in the market, which is the decline in sales. In 2021, Volkswagen Group's global deliveries fell by 4%, and deliveries in China fell by 14%, to only 3.3 million units, the lowest sales in China since 2014.
Just the so-called few joys and some sorrows.
As can be seen from the chart, Since 2014, Ford's market value has declined all the way.
The general market feedback is: lazy and slow Ford.
From 2013 to 2015, It was a period of ford's rapid progress in the domestic market, and many star models such as Fox, Forres, Impreza, Mondeo and Ruijie performed well.
But since then, there have been almost no new models with the same influence.
Jim Hackett took office in 2017, but was powerless to reverse the continued decline in Ford's stock price. Until 2020 Jim Farley takes over.
Prior to joining Ford in November 2007, Jim Farley worked for Toyota and Lexus, where he was responsible for marketing.
After joining Ford, Jim Farley held positions as Executive Vice President of Global Marketing, Sales and Service, Executive Vice President and President of Global Markets for Ford, President of New Business, Technology and Strategy, and has a deep understanding of the industry and the Ford Group.
After officially becoming CEO on October 1, 2020, Jim Farley quickly formulated a transformation strategy for the group, planning to fully electrify, and first proposed to electrify the classic Mustang.
In terms of where the stock market is headed, Jim Farley's strategy is undoubtedly successful, and Americans even name it the "Jim Farley Effect."
In 2019, Ford announced a $500 million investment in the star electric vehicle company Rivian, which was subsequently increased to $1.2 billion.
But in November 2021, CEO Jim Farley said he had abandoned working with Rivian to develop electric vehicles.
Ford said it could rise to become the second-largest electric vehicle maker in the U.S. within two years, even without Rivian's help.
Ford decided to independently develop and produce electric vehicles. Ford is confident of doubling global electric vehicle capacity to 600,000 by the end of 2023 and becoming the second-largest U.S. electric vehicle manufacturer after Tesla. ”
Although no longer cooperating, Ford remains an investor in Rivian.
Ford's determination and confidence in electrification is also evident.
What makes Ford have this confidence is undoubtedly the popularity of electric versions of classic models such as its Mustang Mach-E, F-150 Lightning and E-Transit.
The Mustang Mach-E pure electric SUV is currently in delivery.
As the first pure electric product launched for the global market in Ford's electrification strategy, the Mustang Mach-E retains the mustang family's sense of strength and unparalleled sportiness. Wild horses become electric horses, and there is still no lack of heroic posture.
Market feedback exceeded expectations.
Since its delivery, the Mustang Mach-E has continued to grow in sales. To meet the market, Ford plans to triple the annual production of the Mustang Mach-E pure electric SUV to more than 200,000 units by 2023.
As a classic pickup truck under Ford, the Ford F150 has won the title of the best car in the United States for many consecutive years. After electrification, it is still favored.
The all-electric pickup F-150 Lightning was released in May 2021 and is expected to be officially available this spring.
But before the launch, the F-150 Lightning had received nearly 200,000 reservations, far exceeding Ford's expectations.
To meet strong consumer demand for pickup trucks, Ford announced plans to nearly double the annual capacity of the F-150 Lightning to 150,000 units.
The hot sales of several electric models have spurred Ford's stock price soaring, surpassing GM and Daimler to become the fifth-largest automaker, which is unique in many years.
Ford, who was evaluated by the Chinese as lazy and slow, walked decisively and resolutely on the road of electrification this time.
In addition to independently developing electric vehicles, Ford also intends to take the production of batteries into its hands.
In September 2021, Ford announced a partnership with South Korean company SK Innovation to open two new mega-parks in Tennessee and Kentucky.
The campus in Stanton, Tennessee, called BlueOval City, will be Ford's vertically integrated ecosystem for assembling more electric F-Series cars.
BlueOval SK Battery Park, located in central Kentucky, is a purpose-built battery manufacturing complex designed to supply Locally Assembled Batteries to Ford's North American assembly plants to power its next-generation electric Ford and Lincoln cars.
In addition, in order to solve the global chip shortage, Ford also signed an unconstrained agreement with chip manufacturer Global Foundries in November 2021, which is reported to cover Ford's current production line capacity and the development of several types of chips that will play a key role in future automotive products, such as battery management chips and autonomous driving chips.
That means Ford already plans to dabble in designing its own chips.
This time, Ford was really positive.
Ford, which has been on a smooth road to transformation, said it will actively respond to the Paris Climate Agreement and achieve full carbon neutrality by 2050. Until then, Ford plans to achieve 100 percent zero-emission, all-electric or plug-in hybrids for Passenger Car series in Europe by mid-2026 and move to all-electric by 2030. By 2024, Ford's commercial vehicle series in Europe will achieve 100% zero-emission, all-electric or plug-in hybrids, and by 2030, achieve two-thirds of commercial vehicle sales of all-electric or plug-in hybrids.
Also actively transforming in the face of the new wave is BMW.
In 2021, in the case of the decline in the volume of old rivals Mercedes-Benz and Audi, BMW bucked the trend, and BMW and MINI delivered 846237 cars in the whole year, an increase of 8.9% year-on-year.
BMW's electrification strategy is simple and crude.
By 2023, BMW plans to offer about 12 pure electric models worldwide, including pure electric BMW 5 Series, BMW X1 and BMW 7 Series, etc., pure electric models will cover almost every market segment currently entered by the BMW brand.
By the end of 2025, BMW expects to complete the delivery of the world's 2 millionth electric vehicle; in BMW's largest market in the world, China, new energy models will account for 20% of total vehicle sales by 2025.
By around 2030, all-electric models will account for at least 50% of BMW's total deliveries. By the early 2030s, the mini-series will be electrified.
At the online annual meeting in December 2021, BMW even played the slogan of "home in China", saying that it would quickly respond to the needs of the Chinese market, accelerate the pace of electric power and improve the customer experience. And firmly support China's "double carbon" goal, it plans to reduce the average life cycle carbon emissions of bicycles by 40% compared with 2019 by 2030, reducing emissions by at least 200 million tons.
ZhiChaojun believes that no matter where the home is, enterprises that bravely respond to the development of the times and actively make corresponding strategic adjustments will definitely be favored by the market.
At the International Consumer Electronics Show 2022 (CES), BMW's new BMW iX series sparked a wave of discussion with its color-changing body appearance, sound simulation created in collaboration with Hans Zimmer, and a series of innovative designs such as suspended giant screens.
Whether it is Tesla, which has topped the list with electric vehicles, or Ford and BMW, which have successfully transformed against the trend of growth, in the context of rapid development, positive innovation is always a symbol of the vitality of a company.
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