Written by | Très bien
In 2021, which belongs to the Chinese auto market, the war is getting more and more intense, and it is a bit of the world.
In the past 10 years, first the joint venture brand a few points of the world, to the rise of Chinese brands in recent years, and then to the new power of the brand to play the Internet, the market environment and trend of the change, profoundly affect the Chinese users' perception of the car.
Today's consumers, the demand for products has shifted from basic functionality to brand appeal, and the perceptual additional attributes have become more and more enhanced.
In the past, the way to make money by only selling and drinking did not work, and now judging the quality of a car brand, you can not simply look at the sales figures, but also look at the sales structure.
SAIC-GM is a positive example, with the Buick, Chevrolet and Cadillac brands selling a total of 1,331,567 units in 2021.
Carefully observing its data structure, the sales of high-end models accounted for more than 5 percentage points higher than in 2020, and the average transaction price of each brand increased by 6% to 16%.
In particular, mainstream market segments such as large-scale MPV and mid-to-high-end SUVs have further consolidated their advantages and increased their market share.
The car sales are not the skill, and the "high quality" of the car sales is healthy for the long-term development of the brand.
As one of the best-performing joint ventures in China's auto history, SAIC-GM's development seems to have specimen significance.
SAIC-GM has embarked on a path with Chinese characteristics
For example, the Buick brand sold 828,627 vehicles in 2021, of which high-end models accounted for 60%, and the flagship SUV Encore Banner increased by 47.2% year-on-year compared with last year.
Chevrolet's Trailblazers and Explorers and The Big Car Alliance, which is composed of Maribal XL, increased sales to 48.3%.
A closer look at these well-selling products has something in common.
At present, China's auto market has formed a very unique user demand, under the catalyst of the Internet, the demand for intelligent networking has increased, and in the context of highway network and safety awareness, there are more requirements for driver assistance systems.
On these models, there are very mature and highly used related configurations.
For example, Buick ENCORE PLUS is based on a new generation of VIP electronic architecture products, under this architecture the product has the vehicle internal communication, data transmission capabilities, from the previous vehicle-based SOTA to the vehicle FOTA, including the power system, vehicle functions upgrades.
At the driver assistance level, in early 2022, some models of buick GL8 will add ILC driver command lane change function, which is also the first time that SAIC-GM has remotely upgraded its driver assistance system through OTA.
In fact, from April 2021, SAIC-GM announced that it will continue to make efforts in the field of "electrification, intelligence and networking", and promised to invest more than 50 billion yuan in the field of electrification and intelligent networking new technologies by 2025.
Today, the results have emerged, and SAIC-GM's vehicle connection system is increasing its efforts to iteratively upgrade.
In 2022, SAIC-GM will also introduce a new generation of Super Cruise super assisted driving system, adding a number of new features such as command lane change and automatic lane change.
In the next 5 years, the Super Cruise Super Assisted Driving System will gradually cover the three major brand models of Cadillac, Buick and Chevrolet.
By 2022, SAIC-GM will enable a new generation of VCS intelligent cockpit system, combined with 5G and V2X vehicle-to-road collaboration technology, which can bring a more efficient car experience.
China's auto market started relatively late overseas, but after the catalysis of the Internet, people's ways and needs for cars are different from each country. "Fast, cloud, automation" is the underlying logic, only to meet these, can be regarded as a foot into the Chinese market.
The success of SAIC-GM is related to the deep excavation of the Chinese automobile market.
The post-subsidy era: how to do SAIC-GM
At present, SAIC-GM is facing a situation: the adaptability of the GM brand and China has achieved the ultimate, and it is far better than other joint venture brands in terms of insight and execution.
The bottleneck of stock market competition, how to find a new space for the system foundation laid down for more than ten years?
Obviously, the answer is new energy.
Prior to this, SAIC-GM took the lead in fully integrating Cadillac SUV products into the "light hybrid", which has a positive effect on emissions and fuel economy.
In the field of new energy, there has long been a layout, and its micro-blue family has a good performance in product design, space and endurance. In the past 2021, the annual sales of the Buick Micro Blue family increased by 48.9% year-on-year, and the sales volume of Chevrolet Patrol increased by 91% year-on-year.
Last year, SAIC-GM focused on new energy, introduced the Ultium Aotene electric vehicle platform, and released the first Cadillac luxury pure electric medium and large SUV LYRIQ under the platform.
LYRIQ surpassed 2,000 orders an hour after the pre-sale was opened.
For SAIC-GM, the Aoteneng Super Factory was put into operation at the Jinqiao base in Shanghai in October last year, coupled with the opening of the Pan-Asia New Energy Test Building and the Guangde Battery Safety Laboratory, forming a complete new energy system capability of technology research and development, test verification, local procurement to production and manufacturing.
This year, the national subsidy standard for new energy vehicles will be reduced by 30% on the basis of 2021. The tide has faded, and the new energy track is like eight immortals crossing the sea, each showing its own magic.
SAIC-GM also announced that consumers who pay a deposit before March 31, 2022 to purchase the Buick Micro Blue 6 Smart Pure Electric Sedan, the Buick Micro Blue 6 Smart Plug-in Hybrid Sedan, the Buick Micro Blue 7 Smart Pure Electric SUV and the Chevrolet Patrol Pure Electric Intercity Coupe will still enjoy the same subsidy benefits as in 2021. At the same time, the market price of current new energy models remains unchanged.
For such a decision, it completely relies on SAIC-GM's strong system capabilities, as well as its determination and confidence in the field of new energy.
"Lack of core" and "epidemic" are the keywords of 2021, and the result is to repeat in uncertainty and look forward to a little dawn in the face of the worst outcome.
But the dawn is won, and "transformation" is the only way to break through the darkness.
For large-scale brands such as SAIC-GM, transformation means pouring more resources and energy, but once the transformation is decided, its speed and effectiveness will be significant.
SAIC-GM is still the giant of the next era. 【iDailycar】