GM wants to resume imported car business in the Chinese market, how? Large displacement internal combustion engine is coming back?
This is probably the first reaction of most people when they hear this news, including me; list the brands of GM, Buick, Chevrolet, Cadillac, GMC and other brands. Large-displacement cars include the Corvette C8, Cadillac Careyd, Cadillac V Series and so on.
Will we wait for these imported cars to appear in the Chinese market?
Imported models are clearly visible, the first batch is not a large displacement?
According to the available information, GM will set up a high-end automobile import business in China, which is a vehicle and brand that is not sold in the Chinese market, including electric vehicles and traditional internal combustion engine vehicles, of which there are three noteworthy information points "high-end, electric, internal combustion engine".
Let's not dig into the meaning of the label "high-end" for the time being, representing the model? On behalf of the service? It is possible, and not necessarily that Chevrolet brand cars are not high-end, after all, there are sports cars like Corvette; since it has been labeled as high-end, then I personally think that this possibility is a high-end service for the entire import car business (the second half of the paragraph expands).
Secondly, it needs to be clear that imported models will focus on high-end models, and most of them are personalized models.
In the past few years of the Expo, GM's participating cars include Chevrolet, GMC and Cadillac, covering supercars, full-size SUVs and electric pickups. These cars are all localized models of the GM brand in the United States, and there are obvious differences in models from the three major brands of Buick, Chevrolet and Cadillac launched by SAIC-GM in the Chinese market.
The Cadilla high-performance V series, which was previously introduced into China by the import situation, is not impossible to take this opportunity to return to the Chinese market. In particular, the Mercedes-Benz AMG series, BMW M series, Audi RS series still have a certain market stock in China, and when Toyota also plans to introduce GR, the Cadillac V series is also a bottom card that GM can play in the high-performance market.
The above is only an idealized development route, which can be introduced and introduced into the market, but the market will not be particularly large, and the main role is to improve the brand image. However, from the information collected and the analysis of practitioners in the parallel import car market in Tianjin Port, we can conclude that the first thing to be introduced in the GM import car business will be the new Hummer EV of GMC.
Why the first to introduce GMC Hummer EV, from several perspectives.
The introduction of Hummer EV can fundamentally solve the problem of fuel consumption and emission standards of imported large-size SUVs and large-displacement vehicles; this is also in line with the direction of GM's domestic market dissemination in 2022;
Third, the introduction of new non-domestic brands (no joint ventures) avoids the problem of overlapping with SAIC-GM's existing business.
Through the above three angles of analysis, GMC Hummer EV is most likely to become the first batch of imported cars introduced. Extranet information also has information about GM's resumption of China's import car business, of which there is a Chevrolet Silverado EV in the list, which introduces another point, GM import car business to introduce existing domestic joint venture brand models, who is the dominant right?
GM must think clearly that if it introduces imported models of existing domestic brands, it will cooperate with SAIC-GM. For example, chevrolet and Cadillac are likely to have the participation of SAIC-GM, which may be similar to the relationship between Audi imported cars and FAW-Volkswagen Audi.
Models like the Hummer EV are likely to be operated directly by GM. Leading to a key point, GM has become the dominant party in imported vehicles and will adopt a new direct business model.
After the aggregation of various information, the first imported cars introduced are likely to be electric vehicle pickup trucks/SUVs based on Hummer EVs, focusing on high-end products in niche market segments. Let's start from the perspective of product strength to see if this product is competitive? Can we do a good job of localization?
Hummer EV now has only one pickup truck model, HUMMER EV EDITION 1, on sale for $110,200 (about 750,000 yuan), and the rest of the pickup models will be available in 2022-2024; another Hummer electric SUV HUMMER EV EDITION 1 will be available in early 2023 for $105,500 (about 671,800 yuan), and the rest of the SUVs will be available in 2023-2024.
The core data of several models, 3 motors, Aoteneng platform power battery, more than 300 miles of endurance (about 500 kilometers), four-wheel steering system, 800V DC fast charging, etc. The minimum price of the two models is expected to be about 500,000 yuan, the highest price is about 700,000 yuan, in this price range of pure electric SUVs will have BBA traditional brand products, will also be benchmarked Weilai and Tesla these brands of products, of course, also covers the excellent off-road ability of Jeep Wrangler.
From the perspective of mechanical quality, the hardware level and technology are relatively leading and in line with the mainstream needs of the current market. After that, the more detailed aspect is GM's localization application in China, in this regard, GM's import car business may have business synergy with SAIC-GM in the field of intelligent driving and the field of vehicle networking.
The direct operation model has been determined, self-built channels or using ready-made?
The final focus should be on the direct operation model. Two development paths, one is to open urban exhibition halls, experience stores and other forms like Weilai and Tesla; the other is similar to FAW-Volkswagen and SAIC Volkswagen, using existing dealer channels. Undoubtedly, the direct operation model can better increase user stickiness, quickly respond to user and market demand, and solve the problem of inconsistent price and service quality of the traditional dealer model.
Open direct stores or experience stores to accelerate the expansion of customer reach and increase the frequency of users touching products. However, the disadvantage is that the rental cost of the store, the separation of sales and after-sales service, and the user experience of follow-up maintenance and repair are not integrated.
We can speculate about a wave, like SAIC-GM in the country has a joint venture company has existing sales channels of the brand, may be the same as the development path of Volkswagen, borrowing the existing joint venture brand sales channels to launch an agency sales model, online platform to provide test drive, booking function, offline agents responsible for display, invitation, delivery and after-sales, to solve the drawbacks of opaque prices.
It is also possible that like brands such as Genisesy, pilot experience stores will be established in some cities in the early stage, and then slowly expand the coverage of the domestic market. Whether it is self-built sales channels or the use of existing dealer channels, it is to establish a better and more stable relationship with users during the critical period of brand transformation, and to complete the product layout in a timely manner according to market demand.
Regarding the service system, you can refer to the GMC in the US market. In the U.S. market, GMC car owners can register as members by purchasing GMC vehicles, and they can earn points for consumption, and the points can be used for parts consumption, vehicle maintenance and other paid items. Of course, if it lands in the Chinese market, the corresponding service system and system will change.