The GNEV12 | old gun land group returned today

On February 26 and 27, the 12th Global New Energy Vehicle Conference and the First Electric Vehicle Main Congress opened in Beijing.

In the fifth part of the conference, "Ta Times", Euler, Sihao, Wuling, Qiantu, Tesla five car owners and five car company representatives on the "goddess" and "Iron Man", what new subdivisions can be made? Expand the discussion.

Among them, in the QA link, Lu Qun, founder of Qiantu Automobile, answered the question and also revealed the next step of Qiantu Automobile's next plan.

Lu Qun said that in March and April, There will be some major releases for Future Auto, such as product releases, business strategy releases, user services, user relationships, and the release of new travel modes for users. In terms of products, in addition to the K50, there are K20 and many new models on the platform, which will be presented to all consumers in the next two or three months.

And in his speech it emphasized the importance of users, who he believed were not fans of the brand, but one of the creators of the brand. "The next step of product service, business planning and how to improve the experience of the future travel process, this is what we (enterprises and users) need to discuss together, we need to create together." He said.

Lu Qun said, "What is the relationship between brands, depots, car companies and car owners? It is not right to let the owner become a fan of the brand, the owner should not be a fan of the brand, but should be one of the creators of the brand, the person who co-created the brand. Many people make car owners into believers in the brand, is this not a feudal superstition? Isn't that a storymaking? Isn't that brainwashing? I think this is also wrong, the most important thing in our relationship with the owner should be to respect the owner, rather than simply please the owner. ”

To sum it up in one sentence: the brand is not the brand of the car company, but the brand created by the car company and the owner.

As for how to form brand differentiation with other friends in the process of development, Lu Qun said that Future Auto will start from technology and use the underlying technology to create better cost performance and better user experience. Specifically, it is to start from the underlying material, the underlying structure, and the underlying process, which will bring higher cost performance to the car and bring a better differentiated experience to the user in the future.

Lu Qun, founder of Future Automobile

The following is the transcript of the QA link between the future car owner and Lu Qun (slightly deleted):

Future owners: Hello Lu Zong, I prepared two questions today, about yesterday's salon we shared the future of new energy vehicles, then I now want to ask what is the core plan for our future this year? That's my first question. The second question is that we have made a lot of good friends through the future, as the owner of the 01 owner of the future, I came to the scene with the wishes and ideas of hundreds of future owners, just to ask us car owners what can we do for the future?

Lu Qun: Thank you Uncle Lei. To be honest, I thought you would ask some more intense, controversial, and gunpowder topics on behalf of our car owners, but I found that the question was still very intimate! I am very grateful, in fact, I still care about our future car. Just two questions, I can have some relatively routine answers, such as the next step we will develop, there will be new models, there will be new services, or there will be upgrades, what products will be launched, etc. Answers, I think it is relatively easy to say this, including what functions our products have, what features, what advantages, what competitiveness, what is a better user experience. I can say it if you want to hear this, but I don't really want to talk about these things.

The future lies in what kind of pattern our entire industry will be in the next step, what kind of consumption pattern consumers will be, and what our future travel will be like. In the past few years, China's new energy vehicles seem to have taken a first-mover advantage, but in my opinion, it is only a rush. So when consumers really have new experiences and higher requirements for electric vehicles, and when the industry's old competitors and emerging categories begin to exert their strength, where is our future? I think this is also something that Uncle Lei and those of us who are concerned about the future are very, very concerned!

In my opinion, the entire industry has entered the new 2.0 era, which is no longer the era of the original storytelling, not the era of PPT, nor the era of relying on the so-called business model, but the era of the beginning of the real knife, the era of real differentiated products bringing different things and different experiences. Otherwise, how can we compete with others? How to compete with Tesla? How to compete with the masses? How to compete with Toyota? How to compete with the endless new forces with all kinds of novel and innovative ideas? So I think that's something we're thinking about right now.

In the short term, february will now pass, and in March and April, there will be some major releases for future cars, such as product releases, business strategy releases, user services, user relationships, and the release of new travel methods for users. It will not be limited to the future K50. K50 is our flagship, we will not simply rely on a product, and Future Auto is not a brand that only makes supercars. But just like Uncle Lei just said, driving fun and aesthetics, these two words are really suitable for us, and all our follow-up product services and our models are inseparable from these four words. After the K50, this year we will have all kinds of deformations, I will not spoil now, it will not be a simple car, but a variety of upgrades, a variety of products. In addition to the K50, there are K20, as well as many new models on the platform, which will be successively presented to all consumers in the next two or three months, to the entire market, and to all our competitive partners, and we will push the industry forward together.

The second question is what can millions of car owners do for the future brand? This is a very sincere and frightening question for me. I borrow a standard phrase, it should not be the owner asking what to do for the brand, but the car factory, what the brand can do for the owner. That's what we care about. I want to say a little bit of feelings, that is, what is the relationship between the brand, the car factory, the car company and the owner, this problem has been mistaken in many times, and now many people let the owner become a fan of the brand, I think this is not right, the owner should not be a fan of the brand, but should be one of the creators of the brand, is the person who co-created the brand. Many people make car owners into believers in the brand, is this not a feudal superstition? Isn't that a storymaking? Isn't that brainwashing? I think this is also wrong, the most important thing in our relationship with the owner should be to respect the owner, rather than simply to please the owner.

When you want to please the owner, in fact, behind it is disrespecting the owner, because you think these people just want to deceive you, so you deceive him, and then you fool him, and the higher-level flickering is called brainwashing, using all kinds of stories. Interesting? I don't think it's particularly interesting! The brand is not the brand of the car company, but the brand created by the car company and the owner. If Mercedes-Benz does not have its customer base, will Mercedes-Benz still be the current brand? So I think your question just now should not be what you can do for the future brand, but what the future brand can do for the owner. The next step of product service, business planning and how to improve the experience of the future travel process just mentioned, this needs us to discuss together, we need to create together.

So if I'm really going to answer your question, it's that we're sitting together and talking together about what to do next, co-creating what to do next, rather than simply saying who helps whom.

In the free speech session, the host also had a Q&A discussion with Lu Qun, the following is the Q&A transcript (with deletions):

Host: Now we have also been mentioning that as fuel vehicles enter the era of new energy, according to one of the industry's sayings, the threshold has been lowered, and at the same time we have seen a company like Tesla, which has transformed the production process of the car, including its integrated bearing body, which completely reduces the process and progress of the complex process of the car. So I think the competitive advantage of differentiated technology should also exist, I would like to ask you to share, the future of differentiated technology competitive advantage, how do we currently consider?

Lu Qun: Everyone is a user-oriented enterprise, but when it comes to meeting the needs of users, some are technical and some are service-oriented. Some are based on technology to play its differentiation, some are to play its differentiation with services, and ultimately they are to give users the best experience. Not only the future should be differentiated, every brand must be differentiated, if there is no brand differentiation, I think everyone will finally face homogeneous competition, and finally fight a price war, all dead.

Our future is undoubtedly based on technology, but technology is not to say that engineers entertain themselves, but to use the underlying technology to create better cost performance and better user experience. I personally disagree with the fact that the threshold for new energy vehicle technology has been lowered, we just think that there are many more troublesome things to do. Everyone thinks that Musk originally did electric, smart, and driverless, but in fact, you will find that it is in manufacturing, material process and other things have begun to do. Our future car starts from the underlying material, the underlying structure, and the underlying process, bringing higher cost performance to the car and bringing a better differentiated experience to the user in the future.

Where is it embodied? The new materials for the car will definitely bring better cost performance to this car in the future. We use lightweight, use composite materials, use carbon fiber, use these materials to create the new performance of the car, to make the car lightweight after a better cost performance, this is an important piece.

The future car is largely about selling cars to people who share common values, and together with our owners, they want to be the trendsetters and the first to eat crabs. Such people include car owners, teams, engineers, designers, development teams, etc., and the values at the bottom and the emotional connection at the bottom are actually connected and resonant. So respect our car owners, we are equal, I am not on high and I am not deliberately pretending to be particularly humble, so we go down together as equals and walk out of our future.