On January 24, Changan New Energy held a signing ceremony for the B round of financing. At the scene, Changan New Energy said that the financing raised a total of 4.9773 billion yuan.
According to the Announcement on Related Party Transactions of Associated Enterprises Increasing Capital and Expanding Shares by Public Listing issued by Changan Automobile, Changan New Energy's B-round financing has received investment from 10 units, including Changan Automobile.
Among them, Changan New Energy has 97 employees holding shares, with a total investment amount of 117.3 million yuan, and another 734 people co-invest in the C385 and A158 projects, with a total investment amount of 31.7 million yuan.
01
To be the light of domestic goods
At the scene, Changan New Energy introduced the upcoming new car plan, in addition to the C385 that has been unveiled, there are also the national boutique scooter A158 that has not yet been unveiled, the C673 cross-border SUV of Shuxiang Smart Space, and two models under development that are also based on the EPA1 platform.
According to reports, Changan New Energy will launch 3 new cars this year, of which C385 and A158 may all start to be delivered in June and July, and another car, the C673 cross-border SUV of Shuxiang Smart Space, may be delivered at the end of this year.
This means that unlike the previous ones who were complained that only oil was sold, in 2022, Changan New Energy will have new car sales on a pure electric platform. It is also for this reason that Changan New Energy said that the delivery target for new vehicles in 2022 is 210,000 units, a substantial increase over 2021.
In addition, with the improvement of technology, new vehicles, channels, etc., Changan New Energy plans to sell 350,000 vehicles in 2023, 500,000 vehicles in 2024, and 700,000 vehicles in 2025, thus becoming one of the top two new energy brands in China.
Deng Chenghao, general manager of Changan New Energy Automobile, said, "We want to create a domestic product and national tide that everyone is proud of, which is the light of domestic products. ”
(Deng Chenghao, General Manager of Changan New Energy Vehicle)
Take C385 as an example. He said that the new car from the beginning of the clear to have completely independent intellectual property rights, from the electric drive and battery and other power plates, chassis, to the shape, C385 in accordance with the core principle of independent controllability to promote new car research and development. It is reported that the C385 will simultaneously mass-produce pure electric, extender, hydrogen fuel three-power model.
Compared with tesla Model 3, C385 will have comparative advantages in terms of configuration, power, performance and other fields, such as 12.3kWh of energy consumption per 100 kilometers, equipped with APA7.0, AR and zero fire batteries, and a wheelbase of 2880mm.
At present, the domestic new energy vehicle market shows the characteristics of low-end and high-end "dumbbell shape", and the mainstream market in the middle has not yet been opened. Referring to the characteristics of the fuel vehicle market and the current consumption status of domestic residents, the mainstream market potential in the middle is greater. To this end, Deng Chenghao believes that C385 is to redefine the era of electric cars, to break through the new energy car market as its own responsibility, is to meet the most mainstream demand for household electric cars.
02
It is necessary to build the world's first-line mainstream electric vehicle brand
In the B round of financing, Changan New Energy raised nearly 5 billion yuan. For the question of how to use so many funds, Changan New Energy said that it will invest in the sustainable development of new energy vehicles. There are three specific aspects: the first is for product input, the second is for technical investment, and the third is for personnel investment.
It is reported that compared with Changan Automobile, which invests 5% of its sales revenue in research and development, as a new brand, Changan New Energy will invest 15% of its sales revenue in research and development to speed up the pace. This year, Changan New Energy's cash flow may be outflowing, there will be a significant improvement next year, and its goal is to achieve positive cash flow by 2024.
In addition to forming a comparative advantage at the product level, it is understood that Changan New Energy is promoting marketing model innovation and is expected to complete the new retail launch in April this year. The model will split the traditional 4S store into an order center, a warehousing center, a delivery center, a butler center and a maintenance center, as the name suggests, of which the order center is responsible for facilitating orders, the delivery center is responsible for standardized delivery, and the maintenance center is responsible for solving the problem of user cars.
Based on this model, Changan New Energy hopes to achieve direct sales of vehicles, price transparency, direct connection, etc.
According to reports, Changan New Energy has arranged marketing channels in 95 cities across the country, of which 48 point to the core market (currently accounting for about 80% of the domestic new energy market share), 47 point to the opportunity market (currently accounting for about 10% of the domestic new energy market share), a total of 203 outlets will be built.
At the scene, Deng Chenghao said that the new goal of Changan New Energy is to build a "world-class mainstream electric vehicle brand". To achieve this goal, he believes that one is to inherit the military genes of Chang'an, and the other is to innovate. Among them, the core of innovation is the incentive and constraint mechanism. To this end, in addition to letting 97 people hold shares and 734 people follow the project, Deng Chenghao also considered how to release the incentive and constraint mechanism to everyone, so that the income of each employee is linked to the company's operating performance.
Written in the end: the penetration rate of domestic new energy vehicles in 2021 is 14.8%, more than double compared with 5.8% in 2020; some forecasts indicate that the penetration rate of domestic new energy vehicles is expected to exceed 20% in 2022. It can be said that the domestic new energy vehicle market is in a period of rapid growth.
As a new brand separated from traditional car companies, Changan New Energy not only has the system capabilities formed by Changan Automobile for many years as a backing, but also has the freedom to promote innovation comparable to new forces and private enterprises, so that workers can become partners, and its corporate vitality can be imagined.
It can be said that the time and place are both favorable and the Chang'an New Energy is worthy of attention.