Written by | Chen Hao, Wu Xue
Edit | Yu Jie
Produced | Automotive Sankei
Regarding the difficulty of the electrification transformation of traditional car companies, Auto Industry and Economics has heard several industry insiders express a similar view: "If you change the ideal ONE for a traditional brand logo, you will definitely not be able to sell so much." ”
On January 14, the Wei Pai press conference was held in Baoding. At the small media dinner before the press conference, we met Wei Jianjun, chairman of Great Wall Motor, who has not appeared for a long time.
When we threw the above views to Wei Jianjun, he bluntly said that "XXX understands a fart."
This scene is a bit of a déjà vu...
Once at an ideal user event, in the face of industry experts' doubts about "the extender is a backward technology", Li Xiang, CEO of Ideal Automobile, also used the same keyword - "their TMD understands a fart technology".
This kind of expression of spitting and fragrance is actually an external manifestation of internal disobedience. It is also very much in line with the external impressions of these two people.
The news about the "product tyrant" Li wants to shake the earth will be changed every few days, and yesterday he also shook the group car to build a car.
And Wei Jianjun has long been known for his direct speech and tough style. I believe that what he said after three rounds of drinking at the dinner party was not impulsive, but really disobedient.
Wei Jianjun's disobedience is not to accept the argument that "traditional car companies cannot fight Wei Xiaoli in the new field".
In fact, if you take a closer look, most of the camps represented by Li Xiang and Wei Jianjun are mutually dissatisfied: new cars do not look at the traditional car companies to "put on the old qualifications", and traditional car companies feel that the victory of new cars is only temporary.
It's just that very few people say it.
In short, we have summarized that Wei Jianjun probably expressed three levels of dissatisfaction at the dinner party that day.
Unlike Li Xiang, who believes that "whether technology is advanced or not is not important, the key is to be able to meet the needs of consumers", Wei Jianjun's dissatisfaction first comes from self-confidence in his own technology.
First, Wei Jianjun feels that Li Xiang, who is a product manager, is good at product definition, Li Bin, who studies sociology, has given Weilai a user philosophy, and He Xiaopeng understands software and focuses on automatic driving. However, if we talk about the overall level of car manufacturing, Wei Jianjun believes that there is a "wall" between the new forces of car manufacturing and traditional car companies.
From the world's first Qualcomm 8155 chip on Mocha to the NOH automatic driving technology of Zhixing, in Wei Jianjun's view, these things are completely better than the new forces of car manufacturing.
As for the hybrid technology that will compete with the ideal, the Wei brand using series parallel connection has created a new era of PEV 200km pure electric endurance, and the fuel consumption of 5.5L power loss is far lower than the ideal of series technology.
"There is no problem with Weipai's products at all, and any technology is leveraged."
——" Traditional car companies rely on performance, and new forces rely on concepts. ”
Second, Wei Jianjun felt that Wei did not sell well after the transformation, only because the marketing was not in place. And this point should be learned from Wei Xiaoli.
Wei brand does not lack products and technology, taking the phEV category is also right, Wei Jianjun stressed that the next step is to get marketing up.
——" In 5 years, the brand value of H6 will be negative. Because the track has changed, you are still a fuel car, and people are new energy. ”
Third, Wei Jianjun did agree that "the track has changed", but it does not mean that the transformation of traditional car companies cannot be successful. Instead, it is necessary to start from 0 and "turn negative to positive".
"Many traditional car companies' brands have become negative assets, why do they have to reverse users with negative assets?" How much do you have to spend? Why don't you make a new one? It's at least a 0, not a negative. ”
On January 14, Wei Pai officially announced the comprehensive transformation from a fuel brand to a new energy (PHEV), which is the answer to several "disobediences" from Wei Jianjun.
(Left) Weipai CEO Li Ruifeng,
(Right) Chen Hao, assistant president of e-car and editor-in-chief of auto industry and economics network
Weipai CEO Li Ruifeng told auto industry and economics, "Weipai after so many years of precipitation, the current technical reserves have been enough to support the transformation of the whole series of PHEV, then we will firmly and decisively switch tracks, comprehensive transformation, and then rely on this outlet to break through." ”
At the press conference on the 14th, we did obviously feel Wei Pai's eagerness to prove himself.
At the press conference, Weipai announced that it will create a new category - 0 anxiety intelligent electric.
The so-called "0 anxiety", that is, compared with fuel vehicles, there is no right of way anxiety; compared with electric vehicles, oilable and electric, no mileage anxiety; compared with the extended range, the fuel consumption is lower and the acceleration is better; compared with the phEV with pure electric endurance of 120km or less, a new era of ultra-200km pure electric endurance has been created.
The so-called "intelligence", that is, HWA high-speed driving assistance, NOH intelligent pilot assistance and other high-end intelligent intelligent driving assistance system + intelligent cockpit. Weipai is also the only independent brand equipped with high-level automatic driving besides Tesla and Wei Xiaoli.
In order to illustrate their technical advantages, as soon as the event began, they sprayed electric vehicles in several programs in a row in the summer and did not dare to open air conditioning, winter endurance shrinkage, poor driving experience of fuel vehicles, environmental protection, high cost of using cars, and high fuel consumption of the range of feeders, poor performance of high-speed road sections.
Even at the press conference, Wei Pai also directly released a performance comparison video between Mocha DHT-PHEV and the ideal One and Weilai EC6, and the real knife and real gun were the front.
100 meters acceleration, 65° slope challenge PK,
Mocha DHT-PHEV performed better than the Ideal One and NIO EC6
Write at the end
In the past 2021, the new car-making forces have almost won a big victory - Tesla sold more than 70,000 yuan per month in December, Wei Xiaoli increased by more than 100% year-on-year, and even the high-he-month sales of more than 500,000 yuan were almost broken. All of them are the achievements of traditional car companies.
However, from another point of view, Weipai and traditional car companies are not all without opportunities.
Although the tired of the old and the new have become the potential trend of thought in this market, the new energy market is gradually maturing, and the current "spindle"-type" market structure will eventually change like a normal "olive".
When the market matures and the consumption demand of the middle crowd rises, people may really understand Wei Jianjun's "disobedience".
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