[News-Oxcart Network]
Winning the title of "Winning the Chinese Brand Sales Laurel for 5 consecutive years", Geely Automobile is not as easy as expected.
In December 2021, Geely Automobile sold 158,000 new cars, an increase of 3% year-on-year; from January to December, Geely sold 1328029 new cars, an increase of about 1% year-on-year, and won the chinese brand sales championship for the fifth consecutive year. In the context of the "chip shortage", Geely completed 87% of the annual sales target of 1.53 million vehicles in 2021.
Looking back on 2021, Geely Automobile has gone through an extraordinary and extremely difficult year. Launched a high-end brand Extreme Kr, the product attention is very high, but it has been repeatedly defended by car owners; it has planned to raise 20 billion yuan, but it withdrew the application for listing on the science and technology innovation board when it was at the door; and continuously expanded its cooperation territory, and frequently cooperated with Baidu, Foxconn, and Byton, but it was called "a brother in oem"...
Keep the position of "one brother" and have a large room for growth
When it comes to geely automobile's sad and happy year, the sales data is still its more prominent achievement.
From the product level, Geely's "China Star" series of products will sell more than 210,000 vehicles in 2021, including Xingyue, Xingyue L and Xingrui, all three models from the latest CMA platform architecture. Among them, The Star-More L has been listed for less than half a year, and the cumulative sales volume has exceeded 50,000 vehicles, in addition, the Thunder God Intelligence Engine Hi · The X oil-electric hybrid version has also opened pre-sale, and the two cars may form a synergy in the future to boost sales growth.
At the same time, the cumulative sales of the Emgrand car series exceeded 200,000 units in 2021, the cumulative sales of the Boyue family exceeded 220,000 vehicles, and the Binyue model, which mainly features sports SUVs, also reached 150,000 units.
From the perspective of high-end brands, the Lynk & Co brand sold 25,846 new cars in December 2021, with a total annual sales of 220516 units, an increase of about 26% year-on-year. Since its inception, the cumulative sales volume of the Lynk & Co brand has exceeded 600,000 vehicles.
At the new energy level, the newly established Krypton brand, the first model is still in the delivery period, the official did not announce the annual sales results, but from the previous monthly sales results, it can be seen that in 2021, the Krypton brand has delivered about 6,000 new cars; geometric A, geometric C, Emgrand EV and other new energy and electrification models, December sales of 18813 vehicles, an increase of about 162%; 2021 total sales of 100126 vehicles, an increase of about 47% year-on-year.
At the perspective of the international market, Geely Automobile exported 17,125 vehicles in December, an increase of 44% year-on-year, and exported 115008 vehicles in 2021, an increase of 58% year-on-year. Up to now, Geely has deployed in more than 28 countries and regions such as Chile, Egypt and Ukraine, covering 227 overseas sales and after-sales outlets.
Despite failing to meet its annual sales target of 1.53 million units, Geely Auto still set its sales target for 1.65 million units in 2022, an annual increase of 24%. At present, due to the impact of external force majeure such as repeated epidemics and chip shortages, the pressure to complete the task is really not small.
Personnel adjustment, the use of young cadres
In order to maintain the throne of "sales brother", Geely Automobile has also worked hard in personnel and organizational structure. Personnel adjustments and organizational structures have undergone major changes, involving executives and front-line employees in different positions in multiple departments, and the sales department has borne the brunt.
At the beginning of 2019, Song Jun, general manager of Geely Brand Sales Company, was transferred to Geely International Sales Company as general manager, mainly responsible for the sales business of Geely brand overseas markets.
Lin Jie was promoted to senior vice president of Geely Automobile Group, and at the same time, he also served as the general manager of Geely Automobile Sales Company, and fully presided over the operation and management of Geely Automobile Sales Company.
Fan Junyi, who grew up from the first-line market, was promoted to executive deputy general manager of Geely Automobile Sales Company and general manager of Marketing Company 1, assisting in presiding over the operation and management of Geely Automobile Sales Company Geely Brand, and directly in charge of Marketing Company 1.
Cai Jianjun, who has been deeply involved in the automotive industry for many years, also joined Geely Automobile in November 2020 as the deputy general manager of Geely Automobile Sales Company, and the general manager of Marketing 2 Company, in charge of Marketing 2 Company.
In addition, after An Conghui was promoted to chairman of Geely Automobile Group, the new CEO of Geely Automobile Group, Gan Jiayue, also took office, which is also the first post-80s CEO ushered in by Geely Group, and the trend of young talents of the group is obvious.
At the same time, the 7 major war zones before the Geely automobile brand were adjusted to 5 major war zones in the east, west, south, south and middle. This adjustment is mainly aimed at geely automobile's sales positions, and it can also be seen that geely automobile's urgent desire for sales growth.
What is obvious is that although the sales company has ushered in a wave of blood changes, such an adjustment is far from enough for Geely, which is crazy to pursue sales growth and retain the sales crown. In 2021, Geely Automobile failed to meet its annual sales target with a gap of 202,000 units. Compared with the medals that exceeded the quota in 2020 in a difficult environment, the gold content of the crown in 2021 is obviously lacking in color.
Gathering momentum, can Extreme Krypton turn the tide?
In addition, the Extreme Krypton brand, which has high hopes for Geely Automobile, was personally chaired by Li Shufu, and An Conghui, president of Geely Automobile Group, became the CEO of Extreme Kr. And An Conghui, who put down his body, failed to lead Extreme Kr to make users satisfied.
Since its birth in March 2021, although the Extreme Krypton brand has gained a certain amount of attention, its appearance is more moments as a "red person" on the auto complaint list, and even jokingly called "the most intensive brand of rights protection" by netizens.
First of all, the delay in delivery of The Krypton 001 caused dissatisfaction among the owners; then the new owner just set the kryptonian 001 WE version the day before the revelation, and the new owner's rights and interests were released the next day, and the loss difference reached 4500 yuan; the consumers who originally chose the top model found that their top model still needed to be equipped with various configurations, and even the standard function had to be purchased with money; the motor replacement brand, the sky canopy goods were not on the right board... All kinds of negative news are raging, extreme krypton is facing an unprecedented public opinion storm and consumer doubts, and the brand image is greatly reduced for a while.
For the immature new brand, An Conghui has also paid a lot of effort. In order to get closer to the user, An Conghui let the user affectionately call him "Congcong", and stressed that Extreme Kr will treat the user frankly and find every opportunity to communicate with the user.
For Geely Automobile, the high-profile establishment of the Extreme Krypton brand, and Li Shufu personally at the helm, is not only Geely's emphasis on the Extreme Krypton brand, but also its urgent need to develop the new energy vehicle business. As an independent brand that has won the top sales for five consecutive years, the development of Geely Automobile's new energy business has indeed dragged the group's hind legs.
As early as 2015, Geely has launched the first new energy vehicle Emgrand EV, when the new car-making forces have just sprouted, and traditional car companies have not yet entered the stage of transformation and upgrading. However, Geely did not grasp the opportunity well, "Blue Geely Action" once set the proportion of new energy vehicle sales in 2020 at 90%, and under the constraints of multiple factors, Geely failed to achieve the goal smoothly.
Obviously, the aggressive sales target did not bring geely a harvest, but the gap with competitors is getting wider and wider.
In 2021, BYD's new energy passenger car sales reached 590,000 units, accounting for more than 80% of sales; Billy New Energy entered the night of the three-year Great Wall Motor electric vehicle plate Euler, in 2021, multiple months of single-month sales exceeded 10,000, new energy vehicle sales accounted for more than 10%; and Geely's enthusiasm, finally only in 2021 to harvest new energy sales accounted for 7.5%. Compared with the gold content of new energy and the former "Blue Geely Action" goal, it has shrunk significantly.
After modification, the new "Blue Geely Action" was upgraded to two solutions: focusing on energy-saving and new energy vehicles, and pure electric intelligent vehicles.
According to the plan, Extreme Kr plans to launch at least one new product to the market every year in the next five years, and how to make product quality and after-sales service catch up with the speed of innovation is a top priority that Extreme Kr needs to think about.
Hybrid debuts, and the 2025 strategy is launched
Although the development of the pure electric plate is slightly unsatisfactory, Geely, which advocates "multiple children are good at fighting", does not put all the eggs in the same basket. In November 2021, Geely held the "Smart Geely 2025 Conference", and the Leishen Zhiqing Hi X hybrid system was officially released.
At present, energy conservation and emission reduction has become the mainstream trend of the development of the automotive industry, according to the "Technology Roadmap 2.0" plan, by 2035, domestic energy-saving vehicles and new energy vehicle sales will account for half, the automobile industry as a whole will achieve electrification transformation.
Without considering the charging problem, without affecting the dynamic performance of the vehicle, and without compressing the space inside the vehicle, the oil-electric hybrid has also successfully solved the fuel economy difficulty of the vehicle, and in the process of transformation from fuel vehicles to pure electric vehicles, hybrid technology is indispensable.
It is understood that Leishen Power is a global power technology brand built by Geely Automobile based on the five-year plan of "Intelligent Manufacturing Geely 2025" and integrating global technical resources. Geely created an exclusive 1.5TD hybrid engine for it.
The first new car to build the system, the Hoshikoshi L, has an engine thermal efficiency of 43.32%, while the Japanese brand, which has always been regarded as the leader in the hybrid market, has never exceeded 41% thermal efficiency. The Star-Etsu L has achieved the best level of HEV models in many indicators such as power and fuel consumption. On the day of the pre-sale on December 25, it took only 8 minutes and 21 seconds to sell all the 2022 pre-sale orders.
It is reported that the DHT Pro gearbox equipped with the Lei Shen Zhi Qing Hi X hybrid system can adapt to a more complex road environment and lock the engine in the efficient range, for consumers, not only can enjoy a smoother driving experience, vehicle noise has also been effectively suppressed, speed and tranquility have been harmoniously unified here.
Yang Zhao, chief auto analyst of Niu Stock King, once told Chinatown that 2022 will be a big year for the entire industry. A number of traditional car companies led by Geely will have energy-saving products coming out, in addition to further promoting the process of new energy development, it will also be helpful for the gross profit and revenue of car companies.
epilogue:
According to the "Jiuda Longwan Action" plan, Geely has determined to achieve a total sales volume of 3.65 million vehicles in 2025. Among them, 650,000 vehicles of Extreme Kr Technology and 3 million vehicles of Geely Automobile Group. In the domestic market, Geely brand 1.3 million vehicles, geometric brand 300,000 vehicles, lynk & co brand 600,000 vehicles, new technology replacement travel brand 200,000 vehicles, the group's overall overseas sales of 600,000 vehicles. Led by Extreme Krypton and supported by Thunder God's Intelligent Engine Hybrid Technology, it has achieved full electrification.
The dream is very beautiful, but the reality is cruel and ruthless, Geely Automobile's brand upward development road is still a lot of tribulations, at the beginning of the new year, whether the "sales brother" can go to a new level, everything needs to be verified by time.