Text | Hua Shang Tao Slight Ze Liang
The young and strong "new king" stirs up the waves of the new energy market, and the independent brands of fuel vehicles will not easily give up their own jiangshan and enter the high-end pure electricity market.
In the past 2021, Geely launched the extreme krypton, Dongfeng created Lantu, SAIC had Zhiji, Great Wall created the salon, and Chang'an had their Avita...
Branding is just a perception that one day it will be in line with reality!
Whether these veteran independent car manufacturers who have relied on fuel vehicles to thrive in China can regain their glory in the new energy market must be specific to each car.
So the Great Wall Salon, The Geely Extreme Krypton, the Chang'an Avita, the Dongfeng Lantu... Each brand began to cross the sea with eight immortals, each showing its own magic.
With the phrase "less than 4, please don't talk", the Great Wall Salon with luxury hardware entered the high-end pure electricity market at a high price of nearly 500,000 yuan. As the world's first model equipped with 4 lidars, combined with 7 8 million cameras, 4 surround cameras, 1 independent high-precision positioning unit and other luxury sensing accessories to achieve laser full-view coverage, Sharon rushed into the market like a "galaxy battleship".
After everyone imitates the development history of fuel vehicles, SUVs have become the main models of new energy vehicle competition, but the salon, which costs nearly 500,000 yuan, is on the side of the sword, betting on the direction of the coupe, according to the words of its CEO: instead of getting a 5% share in 90% of the market, it is better to take 90% of the market in 5%.
At the Guangzhou Auto Show in November, the 488,000-strong Salon car sold out in 3.5 hours in a global limited edition of 101 cars, which looks like a good effect, but this does not serve as evidence that the salon can become a blockbuster.
Radical design is the selling point, but also is widely questioned point, in the end whether it works or not to put it on the market to see, the most important aspect of intelligence, even the Great Wall behind the salon is not enough confidence, equipped with luxury automatic driving accessories how effective the mecha car still needs to let the bullet fly a little longer.
The first half of new energy vehicles is electrified, the second half is intelligent, and this trend is more obvious in the high-end market.
Focus on R&D investment and strengthen the full-stack self-research capabilities of Geely Krypton in this regard. The official use of the world's best autopilot chip Mobileye's extreme krypton, became the world's first intelligent driving application 7-nanometer chip manufacturers, in the new car extreme krypton 001 chip types have 2,000 kinds, more than 10,000, 7 chips are the world's first.
However, in the context of global "lack of core", it is almost "the more intelligent the more difficult".
However, Extreme Krypton is also aware of this situation, jointly with Billion Coffee to increase chip research and development efforts, increase R & D centers, strengthen the full-stack self-research capabilities, the new car is equipped with a 4-year, investment of more than 18 billion yuan OF SEA haohan architecture, at the same time the "three electricity" system also began to layout, in the official evaluation, Extreme Kr 0001 battery "water and fire do not invade".
After announcing the start of deliveries on October 23, the number of shipments of the Extreme Kr 001 reached 2,012 units in November, with an average order value of 335,000, and the sales data looks quite impressive.
However, after the delivery in the first month, frequent quality problems put Extreme Krypton in a dilemma, among which the related problems of the "sky curtain" actually not in line with the publicity caused dozens of car owners to issue a joint statement, and the incident of "buyer show dissatisfaction with seller show" came as promised.
Although the full-stack self-development of Extreme Kr is a good way to break through the dilemma of the card neck, some people also want to find another way, the last of the three domestic independent top three - Changan Automobile took Avita to join the high-end new energy battlefield.
"Ark and CHN architecture of Changan Weilai, which are born from changan Weilai's Avita, are: Changan's vehicle research and development capabilities, Huawei's software development capabilities and power battery technology in the Ningde era.
In terms of intelligence, Huawei, which uses "not to build cars but only to help car companies build good cars", provides a complete set of full-stack intelligent car solutions, from intelligent cockpits to car-machine interactions, all handed over to Huawei; the same is true in the battery, ningde era is almost an overwhelming advantage in the industry, and finally rely on Changan's own years of independent car manufacturing experience for integration.
Taking the strengths of each family, Haina Baichuan has become the first strategy of Changan to enter the high-end pure electricity market, allowing those who are good at it to do what they are good at.
Also the main "Huawei smart seat" system BAIC Jihu seems to take the same road, Volkswagen design general supervision battle, using Wamagna's world-class luxury car manufacturing process, BAIC's strategy is almost the same as Changan, but the reality is not very optimistic.
According to the data of the Association of Passenger Transporters, from January to September this year, the cumulative wholesale volume of the two models on sale of the Polar Fox, alpha S and Alpha T, was only 3296 vehicles, and the average monthly sales volume was only 366 units, not even a fraction of Wei Xiaoli and Nezha.
In the domestic market, consumers do not seem to be very impressed. Of course, the fatigue of the Polar Fox cannot be attributed to the joint strategy, and Avita still needs the market to test.
In addition to the top three, there is another enterprise that is very interesting - Dongfeng. As an old car company in the same period, Dongfeng's strategy of entering the high-end pure electricity market is quite different from others.
You fight for intelligent inner volume, and I win by market segmentation.
Dongfeng Lantu FREE, priced at more than 300,000, aims at the largest high-end SUV pure electric market, and the delivery volume has continued to climb for four months, breaking through 1,000 for two consecutive months.
In addition, the newly released new car Lantu Dreamer sword refers to the MPV market. In the case of Buick GL8 as a fuel commercial vehicle carry handle, the new energy commercial vehicle has not yet been able to occupy the highlands.
The MPV market is clearly smaller compared to the SUV and sedan markets. However, according to the data of the Association, the sales of electric MPV from January to October reached 24,000 units, an increase of 330.5% year-on-year, and the niche market is still full of potential due to the long tail effect.
In addition to the normal intelligent configuration and publicity, the most important thing is the "luxury configuration" in the car, and wants to compete for users with a solid riding experience, in many publicity, the meaning of the star nanny car Toyota Alpha is obvious.
Whether this strategy of using "material luxury" to fight "smart luxury" can be successful is still inconclusive, but there are still hidden dangers in the case of everyone betting on intelligence, and at the moment when intelligence is accelerating development, it is easy to step on the rhythm after one step backward.
"In the first three quarters, the domestic luxury pure electric vehicle market increased by 600% year-on-year, the highest penetration rate was as high as 15.3%, and among the luxury pure electric brand segments of more than 350,000 yuan, Chinese car brands accounted for 72%, which is the best era for Chinese brands to attack luxury." Sharon Motors CEO Wen Fei said.
The tide of the times comes quickly and urgently, and everyone wants to step on the wave. The domestic is the low-end rhetoric in recent years has been madly beaten in the face, these old independent car companies are not willing to be behind, but in the case of Wei Xiaoli, Tesla and other cars have achieved mass production and large batch delivery and use, the time for the old independent car companies to be tested by the market is shorter, and now it seems that at least in next year, the "old kings" will maintain a challenger posture.
【References】
1. "Avita's first model debuts: mass production delivery in the third quarter of next year and four new cars in the next five years", Daily Economic News
2. "Ride Association: From January to October 2021, the cumulative wholesale of MPV vehicles in the MPV car market has a cumulative growth rate of 6.3%", Chinese Internet data information network
3. "Guangzhou Auto Show 丨 Salon Released the First Electric Coupe "Mecha Dragon": Great Wall Motors Power Luxury Pure Electric Market", 21st Century Business Herald
4. "GAC Aeon, why didn't you run out?" , Interface News
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