New energy vehicles ushered in the eve of the outbreak.
According to the "chasm theory", a penetration rate of 16% is a key point for rapid adoption across the technology divide to the mass market. According to the China Association of Automobile Manufacturers, sales of new energy vehicles reached 431,000 units in January 2022, accounting for 17% of overall sales. This means that the development of new energy vehicles has ushered in an inflection point and begun to shift from niche early-tasting consumer goods to mass mainstream consumer goods.
Seizing the opportunity to nurture new life during the period of industry change is a common problem faced by traditional giants. As a large-scale vehicle manufacturer in China, SAIC Motor is no exception. In recent years, SAIC Motor has accelerated the pace of electrification and proposed that in 2025, the sales volume of new energy vehicles should exceed 2.7 million, accounting for no less than 32% of the total vehicle sales.
To achieve this goal, Feifan Automobile came into being. As the latest independent brand launched by SAIC Motor, Feifan Automobile aims to provide users with "high-end pure electric intelligent mobile space", and it is not difficult to see from the brand positioning that the new force of this intelligent electric vehicle market is not just to deliver a means of transportation, but to provide users with a data-driven technology travel solution.
Look up at the stars and be down-to-earth
Feifan Automobile's English brand name is Rising Auto.
Flying, representing the spirit of exploration that makes continuous efforts, leaps upwards, and never stops;
Everything means not only to have grand dreams, but also to adhere to the authenticity and work hard to fulfill them down-to-earth.
The development process of Feifan Automobile is a story of leaps and bounds. From the earliest R standard to the R brand, and then to the official independent operation last year, the birth of Feifan Automobile reflects the process of SAIC's continuous understanding and deepening of the future new energy strategy.
At present, Feifan has two models on sale: ER6 and MARVEL R, and this year, the R7, which is positioned as a high-end pure electric SUV of Jizhi, will also be available, and reservations have been opened recently. Feifan R7 is built with the strength of the global team, representing the top work of SAIC Intelligent Electric Vehicle, and forward-looking top technology in terms of smart driving, smart cabin and three electrics, so that users can easily enjoy the science and technology dividend, representing the new technical level and brand image of Feifan Automobile.
If continuous development is the driving force for Feifan Automobile to move forward, adhering to the original truth is the original intention of Feifan Automobile.
Since its birth, Feifan Automobile has emphasized that it should be based on the premise of solving the needs of users, providing users with sincere and reliable services and products, while continuing to make upward breakthroughs, not utopia, and using innovation to meet the needs of users.
Taking the intelligent driving function as an example, in today's rapid development of automobile intelligence, the user's requirements for intelligent driving are unprecedentedly improved, in order to better meet the needs of users in this regard, Feifan Automobile on the one hand gathered a lot of resources from SAIC and the company to jointly develop, on the other hand, in the product configuration is also willing to work hard, the upcoming R7, using the industry-leading PP-CEMTM pixel level point cloud fusion high-order intelligent driving program, equipped with up to 33 perception hardware, the safety level of intelligent driving to a new height.
Feifan Automobile can continue to evolve itself and create vitality-rich technology products, which originate from its own pursuit of pioneering. All the technical applications of Feifan Automobile will first think from the source, whether it can be customized, whether it can be defined by users, whether it can be self-learning - it is self-evolving, which is the basic logic and source of all technical product design.
Sincerity and reliability have also been embedded in the DNA of Feifan Motors. Feifan Automobile has done a lot of research, many people say that Feifan Automobile is very reliable and sincere, from this point of view, this is also the result of Feifan Automobile's non-pompous and true face of user voice.
With your back to the giants, you can fight lightly
In the era of intelligent electric vehicles, although the threshold for car manufacturing is lowered from the technical path, it also puts forward higher requirements for car manufacturing. Today's car companies not only have the ability to assemble parts, technology research and development and supply chain management, but also require more resources to mobilize and form their own ecosystem.
Relying on SAIC Motor, Feifan can mobilize more resources, but at the same time its own development has a high degree of flexibility, which is different from the first batch of new forces to build cars, and it is also where Feifan's strength lies behind.
Because it is backed by SAIC, Feifan can control costs and operate independently in the form of light assets, which is a longer development path than that of car companies that need frequent financing in the market now. For example, SAIC Motor has invested 20 billion yuan in the past five years to create an exclusive future-oriented and new intelligent evolution platform for Feifan Automobile.
In all aspects of car manufacturing, Feifan Automobile can flexibly apply the resources of SAIC To empower its own products and quickly introduce them to the market. At the R&D end, Feifan Automobile and sachinel's technology and engineering departments will jointly set up a co-creation center, focusing on key areas such as design, intelligent driving, smart cabin, and three electrics, and at the production end, Feifan Automobile will entrust SAIC passenger car OEM manufacturing to efficiently produce at the Lingang plant and quickly respond to user needs.
Standing on the shoulders of SAIC, Feifan Automobile no longer needs to repeat investment and construction, but will focus more energy and resources on user operation, data-driven, channel construction, product definition, and practice the company positioning of "user-oriented data-driven technology company".
Driven by this user-driven strategy, Feifan Automobile systematically sorted out the entire company's organizational structure, established an efficient and lean learning-oriented and flat organization, and divided the company's organizational structure into user development, user service, user experience, user operation and other departments according to the user's car use cycle.
In order to better understand users and more clearly grasp the needs of users, Feifan Automobile collects and analyzes the data of the car, the data of the user, the data of the use, and the data of the experience through the "Feifan Cloud", and feeds back the development, positioning and adjustment of future models. Feifan Automobile expects that the number of company will be close to 600 people by the end of this year, and 1/3 of the 600 people are digital teams, which is completely different from the original traditional automakers, and digital drive is also one of the core strategies of Feifan Automobile.
The market landscape is far from certain
The inflection point of the new energy vehicle market has arrived, entering a new stage of rapid growth, although there are many new players entering the game, such as Internet companies, traditional vehicle companies in transformation and consumer electronics manufacturers, etc., but the market pattern is far from the stage of falling out, and the victory or defeat has not yet been determined.
Facing the upcoming blowout of the new energy vehicle market, Feifan Automobile has made a clear and firm plan: from 2022 to 2025, Feifan Automobile will launch at least one new model every year, covering core markets such as cars, SUVs, MPVs, etc., and achieve at least 100% growth in sales per year, and by 2025, Feifan Automobile will become a head enterprise of high-end intelligent electric vehicles.
This is the basic goal set by Feifan Automobile for itself, as a start-up company, it must have such a growth rate to be able to quickly occupy the market as a relatively latecomer.
Feifan Automobile will play a key role in saic's electrification transformation. SAIC Motor's new energy vehicle sales target is to exceed 2.7 million by 2025, accounting for no less than 32% of vehicle sales. This is actually a relatively conservative or relatively neutral target – from 730,000 now to 2.7 million in 2025, an increase of only about four times. Obviously, for SAIC, in the era of new energy vehicles, scale is not the only thing to pursue, better product quality, higher brand positioning is the more critical goal, and in the high-end new energy vehicle market, Feifan Automobile is one of the "trump cards" of SAIC Group.
The establishment of a new brand, the decisive battle for new energy vehicles, especially the intelligent electric vehicle market, SAIC is not unprepared. Looking back at the development history of SAIC Group, multi-point cloth has always been one of the advantages of SAIC, from SAIC Volkswagen in 1980 to SAIC-GM in 1997, from Wuling in 2004 to Roewe in 2006, it can be said that SAIC ranked leading in the Chinese automotive market in the future, occupying 25% of the market share, all thanks to the extensive brand layout before 2005.
From 1998 to 2005, the period of rapid growth of fuel vehicles, SAIC-GM experienced the birth from 0 to 1, and SAIC-GM Wuling also joined SAIC Group through the acquisition and merger of SAIC and GM. When SAIC-GM and SAIC-GM-Wuling were established, many people had questions, SAIC already had SAIC Volkswagen, why should new car companies and brands be established, and whether the market capacity would be enough in the future?
However, practice has proved that in the face of rapidly developing markets, multi-brands can meet the needs of different users and increase the probability of enterprises winning. Different enterprises, different models, different ways of playing, in China's huge market, can find its unique positioning and position. In the new track of intelligent electric vehicles, SAIC Motor has carried out independent brand and product spectrum layout for the development of the electric vehicle market to meet the differentiated needs of users.
As a new force in the high-end intelligent electric vehicle market, Feifan Automobile will start from the real needs of users, drive digitally, gather cutting-edge intelligent driving and smart cabin technology, and provide users with a sincere, reliable and continuously improving intelligent pure electric mobile space. With the launch of the R7 and more new models, Feifan Automobile's journey across the gap will officially begin.