In recent years, with the electrification and upgrading of the automotive industry, the topic of new energy vehicles has received widespread attention. After the Weilai 2022 all-weather marketing Workshop campaign that was frequently expected a few days ago, this topic was pushed to the cusp of the storm.
At the event, Qin Lihong, co-founder and president of NIO, announced the news that the new car ES7 was benchmarked against BMW X5L. And previously, Weilai CEO Li Bin also said: "Weilai's goal is to include the luxury market segment of fuel vehicles, and the BBA has one of the three points." "Now it seems that Weilai is targeting BMW. It is true that Weilai Automobile is currently developing fiercely, but when an 8-year-old independent brand challenges a 106-year-old international brand, it is inevitable that people feel a little self-sufficient.
But think about it, if this kind of plot appears in a martial arts film, it will generally be the side that is in a weak position on the surface to win, and it will also win a big victory, so I can't help but think that there must be a hidden mystery behind Wei Laiyong's battle book.
The official announcement is that the bmw has long been laid out
Weilai's challenge to BMW will feel unrealistic at first glance, but if we compare it from some specific perspectives, perhaps Weilai is sure.
After hundreds of years of accumulation, BMW gives users the impression of high-end, performance, technology, and accompanied by a part of the car culture proposition. The reason why Weilai can become a head enterprise in the era of electric vehicles is precisely because it has similar characteristics with BMW in these three aspects.
First of all, at the product level, the first 180kW silicon carbide electric drive system C sample adopted by WEIO ET7 was officially rolled off the production line at the Nanjing Advanced Manufacturing Technology Center. The VR/AR technology introduced by ET5 breaks the physical limitations of the space in the car and allows users to enjoy a cinema-level screen experience of 6m 200 inches away. The application of this series of technological innovations is almost in line with BMW's technology-driven concept. Not only that, NIO has a high-performance electric supercar EP9 on the auto, and an NT2.0 product, THEO ET7\ET5. It can also be seen intuitively from here that the emphasis on high performance and sports is also common to Weilai and BMW.
Secondly, in terms of product layout, we can also see the benchmarking signs of Weilai and BMW, from the perspective of numerical sequences, BMW's 3, 5, 7 series and Weilai's ET5\7 have similar model groups, and BMW's X series can also find a corresponding relationship with Weilai's ES\EC series.
Obviously, Weilai has a layout similar to BMW in terms of products, technology and positioning. It can be seen from this that Weilai's goal of "one of the three worlds" is not just empty talk, but has long been planned.
Weilai is full of confidence, or can fight
Seeing here, many people may say that in the field of new energy, Tesla is the industry benchmark, indeed, in terms of sales and technology, it has come up with very good results. But in the high-end electric vehicle market, can Weilai also become a leader?
Perhaps the numbers are more convincing, in 2021, in China's high-end (transaction price of more than 300,000) electric vehicle market, Nio's share of more than 40%, ahead of Tesla nearly 5,000 units. From January to November 2021, in the global sales ranking of high-end electric vehicles (MSRP of more than 50,000 US dollars), WEILAI ranked in the top two. In addition, in the layout of the charging and replacing network, there are 836 substations nationwide; 669 supercharging stations with 3,772 supercharging piles; 656 destination charging stations with 3,665 charging piles; and 470,000+ third-party charging piles.
On the other hand, WEILAI's overseas layout has already begun, and its products and system-wide services will be officially landed in Germany, the Netherlands, Sweden and Denmark. And it is planned to provide services for users in more than 25 countries and regions around the world by 2025.
It is worth mentioning that Weilai has another killer, which is the user. Its unprecedented user operation model has brought a unique and effective development path for enterprises, as Qin Lihong said: "In the past, in the present, and in the future, weilai's moat is a user." ”
It can be seen that this time Weilai publicly "issued a battle book" to BMW is not an aggressive move, perhaps Weilai has long regarded BMW as a respectable opponent, and BMW is the same. After all, taking the high-end route is the desire of independent car companies, but also the only way for excellent car companies, as Qin Lihong said, in the matter of high-end new energy vehicles, Weilai and BMW are not latecomers. Therefore, the story of "one of the three worlds" may be opening.