2022 is destined to be an unpredictable year.
The epidemic has not yet dissipated, the lack of core continues, and the sudden war between Russia and Ukraine has cast a shadow on many plates. It is precisely because of this uncertainty that the "shuffle" is still intensifying, and in the end only the strong can stay, and the weak will only be accelerated elimination.
Based on the above background, the focus is on the automotive industry. When the wave of electrification and transformation rushes in, it quickly spawns many outlets, but risks and challenges also coexist.
In 2021, China's new energy market ushered in a rapid expansion of sales volume, and the penetration rate hit a record high, like a boom scene in this blowout.
Taking this opportunity, the "forerunners" similar to Tesla, Weilai, Xiaopeng, Ideal, and BYD quickly stood out and gradually became the formulators of the rules of the new track. But it does not mean that the situation has solidified and there can be no change.
For the "latecomers", as long as the product is excellent enough, the supporting marketing service system is mature enough, and the brand image is more and more perfect, it will continue to catch up until it becomes a member of the first echelon.
At this moment, Skyrim Motors has deeply experienced the above situation and has paid a lot of actions for it. The new year that has already begun has truly given this new force a greater opportunity to build cars.
Visible effort and determination
At the beginning of this paragraph, I want to talk more, where does the opportunity come from?
First of all, it must be understood that the COVID-19 epidemic, which is still spreading, continues to impact the global automotive industry. Under the shortage of chips, the pressure resistance of some OEMs at the supply chain end is insufficient and is rapidly amplified.
Reflected in the traditional fuel vehicle sector, due to its relatively large base plate, the impact is more obvious, which in turn causes the sales of some models to decline or even stop production. Terminals, which should have existed preferential policies, have also been greatly reduced.
At the same time, the new energy sector has also been affected to a certain extent.
In addition, since the second half of 2021, the price of power battery raw materials has fluctuated sharply, and the shock effect has been transmitted to this year. Therefore, it can be seen that the rapid increase in manufacturing costs has led to a number of new energy models, especially pure electric vehicle models, forced by the pressure of survival, to announce the beginning of price increases.
There is no doubt that the sudden change of the whole market has spawned an interesting phenomenon: the strong who are truly well prepared can basically cope with it very calmly; those who are weak and have poor ability to resist pressure can only go with the flow uncontrollably.
From the perspective of end consumers, under the accumulation of the above multiple factors, this year, whether from the perspective of the pick-up cycle, the corresponding price, the vehicle itself, the cost of use and other dimensions, buying a so-called "good car" is becoming more difficult.
But opportunities also come from such changes. As long as the product itself is good enough, it can be recognized by potential users.
On the other hand, As its second product launched not long ago, the arrival of Skyrim ME5 has undoubtedly firmly grasped another outlet.
This new car, there are currently two versions on sale, namely The Beijing Selection Car Skyline ME5 1012, the market guidance price is 149,900 yuan, and the Beijing Selection Car Skyline ME5 1012 PRO, the market guidance price is 159,900 yuan. The two seem to directly enter the hinterland of the 150,000 yuan traditional fuel vehicle "entrenched".
But such a result is by no means a choice after a momentary impulse.
From the perspective of specific product strength, the overall appearance and interior styling design, with the leading design escort of the former Porsche designer, the Skyrim ME5 continues to maintain a consistently high level, as far as possible to ensure the coexistence of sport, technology and quality.
In terms of intelligence, Skyline ME5 can realize L2+ level intelligent assisted driving, support three-dimensional visualization of scene reconstruction, super 360 ° multi-view combined panoramic image, automatic parking inside and outside the car and remote control parking and other configurations.
The intelligent full-duplex voice AI assistant "Xiaotian" can wake up at once, continuous dialogue, and the core functions can be switched across scenarios at will, actively identify effective instructions in interaction, block invalid content, and interject at any time in the dialogue to recognize and execute new instructions.
And Skyline ME5 also provides Face ME face recognition function, the recognition rate is as high as 99%, the recognition time is less than 0.5 seconds, support mobile phone and car seamless interconnection, to achieve file sharing, voice notebook, video screen projection and other functions.
However, in the new energy market where terminal competition is becoming more and more fierce, the above parameter configuration of Skyline ME5 can only be regarded as a plus, and it is not enough to successfully break through.
What really plays a decisive role is the drive method of Skyline ME5, which is the only model that uses range-extended range drive in the price range of about 150,000 yuan for new forces.
The iMES intelligent range extender system independently developed by Skyline will eventually bring it a NEDC cruising range of more than 1012km, as well as sufficient comprehensive energy consumption and NVH performance.
"The current hot models in the new energy market present dumbbell bodies at both ends in positioning, and the top two models in terms of cumulative sales last year are Tesla Model 3 and Wuling Hongguang MINIEV, occupying 250,000 high-end and 3-50,000 low-end markets respectively, and the mainstream models in the range of 100,000-200,000 yuan have yet to be replenished."
It is undeniable that after having sufficient competitive product strength and sincere price as an endorsement, the market segment faced by Skyrim ME5 can be described as a "blue ocean". And it will most likely become a dark horse in the range of 100,000-200,000 yuan, which is about to stand out.
"Three super and one strong" is the biggest bottom card in its hands, that is, NEDC 1012km super endurance, refuelable and rechargeable super convenience and super cost performance from 149,900 yuan, "one strong" refers to the state-owned endorsement of Tianji, the senior management team with sufficient experience in car manufacturing and tens of billions of self-built production plants.
At the same time, in order to achieve greater sales targets, in terms of offline channels, as of now, Tianji has more than 133 sales stores, covering 76 cities across the country. This year, we will continue to uphold the direct operation + dealer marketing model. On the basis of last year's network map, 400 sales and service stores were completed, covering 300 prefecture-level cities.
Effort and determination are visible to the naked eye.
Gain recognition and endorsement
About five years ago, when many new forces sprung up and sprang up, they came in a spurt, among which there were inevitably misleading speculators, spawning all kinds of chaos, which in turn disrupted the ecology of the entire plate. But at this moment, after experiencing that very cruel knockout game, the brand that can be left behind can already prove its own strength and fully bear the "flowers and applause" harvested at the moment.
Skyline is one of them.
After the successful launch of such a brilliant product as the Skyrim ME5, many things were naturally harvested. Within two months of the beginning of the Year of the Tiger, the self-built factory located in Tianji Changsha successively held the 2022 Annual Dealer Conference and Annual Investment Promotion Conference, the 2022 Tianji Investor Communication Meeting and Cooperation Signing Ceremony, and the 2022 Supplier Conference and Spring Investment Promotion Conference.
Three meetings, successfully signed more than 100 dealer partners, and successfully obtained multi-party investment. The governor of Hunan Province personally investigated the Skyline Changsha factory at the first stop of the new year. Various measures can fully prove that the relevant governments, investors, dealers, and suppliers absolutely recognize and endorse this new force to build cars. From the perspective of Skyrim itself, the greatest significance of the three meetings is to use practical actions to counter the voices of doubt from the outside world.
"Car manufacturing is a capital-intensive and technology-intensive field, and the new forces of car-making must not only constantly break through the difficulties of technology, but also overcome the difficulties of funds." At present, we are in the end of the Pre-IPO round of financing, and we are also methodically promoting the listing of the company, in addition to the strong support of the State-owned Assets background of the Changsha government, there are also social capital blessings such as Minsheng Capital, Industrial Securities Investment, and Shanghai Electric. This year, there will also be more new investment institutions of various types to complete investment cooperation, and more investment institutions that have shown great interest are in close communication with us. ”
Such a confident speech came from Zhang Hailiang, chairman and CEO of Skyrim Motors. Obviously, after gaining more abundant support from all sides, this new force has a greater confidence in building cars and gives it a go.
Thankfully, since the official launch of the delivery of the Skyline ME5 at the end of last year, the cumulative sales volume in the three-month period has increased by 486%, becoming the fastest growing model in the range-extending segment. You know, this is still under the premise of its official, and it has not done large-scale marketing promotion.
Such a performance is obviously a good start for this new car to be located at the terminal and achieve greater "quantitative change". Next, what Tianji needs to do is to use a solid report card to make its own gold content continue to improve.
In the end, stepping on the wave of electrification transformation, ushering in a complete bloom.