Now Geely is like other people's children in the eyes of parents.
In 2021, Geely Automobile's cumulative sales volume for the whole year was about 1.328 million units, ranking first in sales among its own brands, and it has been the "first brother" of its own brand that has won the annual sales champion of its own brand for five consecutive years since 2017.
Moreover, Geely Automobile also surpassed SAIC Volkswagen, and its own brand in the annual sales list of car companies has squeezed into the top three for the first time in history, and it is only about 4,000 vehicles away from the second place SAIC-GM.
Source: Network
Geely is no longer the auspicious of the past.
The fuel vehicle structure is healthy and achieves high-end breakthroughs
Geely's product architecture may be one of the few independent brands at present, and it is relatively complete and healthy in both the model dimension and the price dimension. First of all, several other independent brands with strong development momentum are mainly in the SUV market. In 2021, Geely's sales volume is about 450,000 cars and SUV sales are about 600,000 units, and the proportion of the two is relatively reasonable and balanced.
Emgrand, Boyue, Binyue, these models that have been stable in the low-end market for many years naturally need not be said, and the rapid rise of the "China Star" series in 2021 has become the cornerstone of Geely's impact on the mid-to-high end. The China Star series, consisting of Xingrui, Xingyue L and Xingyue S, has accumulated sales of about 210,000 units throughout the year. Xingrui has an average monthly sales of more than 10,000 yuan in the price range of 130,000 yuan, and Xingyue L has taken 5 months to gain a foothold in the market of 150,000-200,000.
Another Lynk & Co brand, which focuses on high-end and has an average car price of more than 150,000 yuan, has accumulated sales of more than 220,000 vehicles throughout the year, and has received 600,000 cumulative sales in the five years since the birth of the brand. For a young self-owned brand, such achievements can be called very good.
Facts have proved that today, Geely's upward channel in the high-end market has been opened.
The new energy matrix is perfect and ready for development
But the opening of the high-end upward channel does not mean that everything will go smoothly, at least in the field of new energy vehicles.
In 2021, Geely's total sales of new energy vehicles were 100,126 units, an increase of about 47% year-on-year, and the data growth situation is optimistic, but if compared with the new forces of Ideal Weilai, BYD and Eian, Geely still has a lot of work to do.
The pure electric brand geometry launched in 2019 is finally back on track in 2021 after experiencing the sluggish performance in the early stage and the pain of positioning adjustment. But after all, in this field where competitors continue to enter and grow rapidly, Geely has lost two precious years. To catch up, it obviously takes more time and commitment.
In 2021, the launch of the new energy high-end brand Extreme Kr has undoubtedly gained full popularity for Geely. Less than two months after the pre-sale began in April, Extreme Kr announced that this year's deliverable orders had been sold out, which can also show how deep Geely's user base is. However, the subsequent series of "oolongs" before delivery shows that Geely's experience in high-end product polishing and user operation is still insufficient.
In addition, several new energy brands under geely holding groups, such as Polar Star, Maple Leaf and Geely New Energy, cover all price ranges of new energy together with Geometry and Extreme Kr, but from the perspective of sales, they have not really run.
In short, in the field of new energy, Geely already has a perfect product line, but it cannot build a strong offensive in a short period of time.
SEA Vast + Thor Power combination punch
But both in terms of technology and strategy, the signal released by Geely in 2021 is telling us that there are still big moves in 2022.
As a rare architectural platform among Chinese brands that can compete with Volkswagen MQB and Toyota TNGA, CMA, which was developed by Geely, has directly benefited Geely's fuel vehicle sector so far. Even the cooperation between Renault and Geely is based on the CMA platform to create new models. From a strategic point of view, how important the technical reserves are, Geely knows very well.
In 2021, in the field of pure electricity, The launch of Extreme Kr 001 based on Geely's new pure electricity exclusive architecture SEA Haohan architecture marks the official landing of this new platform with an investment of more than 18 billion yuan and a research and development period of 4 years. THE SEA Haohan architecture not only flexibly covers the wheelbase of 1800mm-3300mm, makes a high-performance chassis with a 50:50 gold counterweight ratio, but also has the ability to achieve full autopilot and core three-electric NEDC working conditions of 200,000 kilometers without decay.
In the face of the upcoming competition in the hybrid arena, Geely also released the corresponding global power technology brand "Thor Power" in 2021. Judging from the information released, this set of thunder gods and minds Hi · The strength of the X hybrid system is no less than that of the Japanese "Two Fields", and even surpasses competitors in many fields. Although the actual working performance of this hybrid system has not been widely verified by the market, from the pre-sale of the first Geely Xingyue L hybrid version equipped with The Thunder God Engine, the enthusiasm of users is high.
The two sets of technologies of SEA Haohan and Thor Power will inevitably be widely used in Geely's new models in 2022, boosting Geely's transformation in the direction of electrification and intelligence.
Invest in the layout of the industrial chain and grasp the initiative of competition
Of course, with Geely's current size, we can no longer simply regard it as a vehicle manufacturing enterprise. In the past, we often said that if we master technology, we will grasp the initiative of competition, but in the era of new energy, we can grasp the initiative by mastering the upstream and downstream industrial chains.
In 2021, Geely's indirect or direct investment in the holding of industrial chain enterprises include Fu Neng Technology, Yi Jia Tong Technology, Core Yueneng Semiconductor, Wisdom Puhua, Xingji Times, etc., with an investment layout covering games, big data, blockchain, Internet of Vehicles, power batteries, semiconductor chips and raw materials, supply chain finance and other fields; and Foxconn, Baidu, Tencent, Ningde Times have signed strategic cooperation agreements or established joint ventures to invest in FF and enter the main reorganization of Lifan; 10 billion yuan in the mobile phone manufacturing project Shangguan Xuan; Jiangxi Ganzhou Power battery projects in Zaozhuang, Shandong and other places have also been signed and started.
The frequent investment actions are precisely to prepare for the layout of the second half of the new energy competition.
Write at the end:
According to the announcement, Geely Automobile's directors have set a sales target of 1.65 million units (including Lynk & Co brand vehicles) in 2022, an increase of about 24% over the total sales achieved in 2021. With Geely's development momentum in 2021 and the general trend of "joint venture retreat and independent advancement", if Geely can catch up in the new energy vehicle business, it will not be difficult to achieve this goal. If this can be achieved, Geely is likely to surpass SAIC-GM in 2022 and jump to the second position, and even hope to challenge FAW-Volkswagen's top position. Whether we can go further, we will wait and see. (Text/Univision Auto Dazhuo)
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