【Introduction: The role of the Aoteneng platform for universal use is no less than the role of MEB for the public.] Based on this platform, GM began to accelerate the introduction of a large number of competitive electric vehicle models to the market. In addition to electric vehicles, GM is rethinking its positioning, and its greater ambitions were vividly demonstrated at 2022CES. 】
Written| by Zhang Dachuan and editor | Kangqiao
Recently, the Association of Automobile Manufacturers released its sales volume in 2021, and SAIC-GM's annual retail sales reached 1277261 units, down 9.2% year-on-year. In the United States on the other side of the ocean, at the CES exhibition, General Motors was also an elite. The unveiling of a number of models based on the Aoteneng platform undoubtedly officially announced the electric vehicle offensive that GM will launch in 2022. In addition, the frequent crossover of the Aoteneng platform has also become a major attraction of GM, and even the limelight has exceeded the attention of many electric vehicle models. GM's own positioning, at this CES show, has also begun to transform into a new role of platform innovator.
It is urgent to get out of the Bolt EV dilemma
As the main model of GM's electric vehicles, the performance of the Bolt EV in 2021 has greatly affected the achievement of GM's electric vehicle strategy. Due to the hidden dangers of the battery of LG New Energy and the triggering of many spontaneous combustion cases, GM not only launched a large-scale recall, but also suspended the sale of this model. Although the costs associated with the recall were ultimately compensated by LG New Energy, the inability to sell the vehicle not only caused GM to lose a lot of sales and profits from new car sales, but also hurt GM's reputation in the field of electric vehicles.
With the deepening of the architectural effect of the Aoteneng platform, GM is expected to usher in a complete reversal. In the domestic market, Cadillac's LYRIQ will help SAIC-GM have a strong pure electric model in China to compete with Tesla, Wei Xiaoli and BBA pure electric vehicle models; in the North American market, GMC HUMMER pure electric SUV, the fully automatic Cruise Origin1, GMC HUMMER EV Pickup and SUV2, Chevrolet Silverado EV3, The Equinox EX and the recently announced GMC electric Sierra Denali4, among others, will greatly enrich GM's lineup of all-electric SUVs and pickups in the North American market. This round of product offensive will be difficult to build in the short term for Tesla, which currently has only two models in the mainstream market, the Model 3 and the Model Y.
The Oton effect continues to expand
In 2021, Tesla and Xiaopeng are a model for the cross-border of new energy vehicles. Tesla's robots and Xiaopeng's electric horses can well integrate car companies in the field of three electrics and autonomous driving technologies with emerging fields. Based on the Aoteneng platform, GM will also extend its own tentacles as far as it can. By expanding the scope of use of Aoteneng platform-related technologies, the scale effect can be maximized, which can not only dilute the previous investment, but also lay the foundation for the future expansion of new revenues, and many projects can also win more market attention for GM.
Among them, it must be mentioned that GM's BrightDrop electric light commercial vehicle, 100% battery-powered Wabtec's FLXdrive locomotive, and electric outboard motor company Pure Watercraft's lithium-ion battery-powered electric motor are more important. In particular, brightDrop electric light commercial vehicles have received orders for 500 electric vans from FedEx, and are expected to form a three-legged situation with FordTransit and Rivian electric commercial vehicles in the future.
In addition, GM is also joining forces with NASA to participate in the development of the next-generation lunar rover LTV, which will become the main means of transportation for Artemis astronauts to explore the moon. Cadillac's automatic shuttles and electric vertical take-off and landing (eVTOL) aircraft are also indispensable to the Aoteneng platform. The eVTOL, which can accommodate one passenger and travel at a speed of about 90 kilometers per hour between rooftops and other urban destinations, is also a workhorse of universal layout flying cars.
China's decentralization requires more decentralization
At that time, SAIC-GM was able to develop rapidly after its establishment, in addition to the dividends of the rapid development of the domestic automobile market, GM and SAIC motor joint venture set up a pan-Asian automotive technology center, so that SAIC-GM to establish local research and development capabilities is the key to its success. Even in the current situation, Pan Asia is still the key to GM's ability to maintain a lot of sales in the Chinese market.
However, in the era of electric vehicles, SAIC-GM is still relatively obvious in the comparison with new forces such as Tesla and Wei Xiaoli. At present, SAIC-GM is still more of a localization executor of GM's global strategy. Although SAIC-GM and Pan-Asia are deeply involved in the early research and development of the Aoteneng platform architecture and have realized the localization of more than 95% of the components, this is only an automotive platform after all. These electric vehicles are produced under the traditional model, and then these electric vehicle models are brought to market by relying on SAIC-GM's domestic sales network. This path may still be useful 5 years ago, but from the current domestic auto market, this model needs to be transformed. After all, Volkswagen MEB is a good reference case in China, and it is impossible to achieve immediate results by simply launching electric vehicle models, unless this model has an intergenerational advantage over competitors. At present, although the product strength of the Aoteneng platform is not weak, it has not yet reached the level where it can see the mountains and small.
Therefore, GM wants to not be left behind in the era of electric vehicles in the Chinese auto market, and it is far from enough to simply introduce the Aoteneng platform. How to give GM China or SAIC-GM a decentralization, so that they can lay out many new businesses in addition to car manufacturing, will become the key to whether GM can gain a foothold in the domestic market. From the perspective of sales, in addition to the continuous decline in GM sales in 2021, it is also lagging behind the new power brands such as Wei Xiaoli and Tesla in terms of network sound. The independent brands that continue to release high-end electric vehicle sub-brands are also significantly overpowered by SAIC-GM. Therefore, to be more active in new business, to find new business areas for themselves in addition to automobile manufacturing and sales, and to form a larger scale effect are the problems that SAIC-GM or GM China need to think about.
Comments
From GM's point of view, it is not satisfied with the role of a pure electric vehicle design or manufacturer, driving the energy conservation and emission reduction of the whole society, and even zero emissions, which has become the key for GM to find new business growth points for itself. There is nothing wrong with this line of thinking. However, GM has invested all kinds of cooperation and resources into the North American market, compared with the limited big moves in the domestic market, which has to be said to be a big regret. Let GM China or SAIC-GM take on more responsibilities in the process of GM's transformation, so that GM's transformation can be smoother.
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