"Not bad money" and "car enclosure" were once labels that everyone attached to the tycoons of cross-border car-making real estate. However, the local industry has fallen into a financial crisis, coupled with the huge challenges across industries, the team of real estate developers building cars has also collectively encountered a "water retrograde period" and gradually declined in silence. Recently, two news pieces have once again pulled the public's vision back to the real estate developers to build cars.
Because of the "Baoneng Yao Zhenhua's whereabouts are unknown", Baoneng Automobile has once again become the focus of the industry, although Baoneng Group responded quickly and the relevant announcements were suspected of being withdrawn, but it is a fact that Baoneng Automobile has fallen into the capital chain. In addition, Evergrande Automobile also reported a new action, Xu Jiayin, who has not appeared for a long time, personally appeared and made a commitment to mass production of automobiles: 3 months of dagan and mass production of Hengchi 5. For a time, the Internet set off a discussion that "the cross-border of real estate enterprises is a false proposition".
"Xu Jiayin ordered that Hengchi 5 must be mass-produced in June", and then what?
In the team of real estate cross-border car manufacturing, Evergrande Automobile is undoubtedly the most concerned representative. From the large-scale "buy, buy and buy", to the unveiling of 9 cars at the auto show in one go, to the grand goal of "million sales", Evergrande Automobile can be called a "traffic harvester", and also leave the impression of wealth and wealth to the outside world.
However, dragged down by the debt crisis of evergrande group at the headquarters, evergrande automobile's car-making rhythm has been disrupted, and there are frequent news of project suspension or asset sales. When most people think that XuJiayin's car is going to fail, it has recently ushered in a good news, that is, Evergrande's first car is expected to be officially mass-produced in June. On the evening of March 22, Evergrande New Energy Automobile Group held a mobilization meeting of "three months to achieve Hengchi 5 mass production". At the meeting, Xu Jiayin personally attended the venue and issued a "death order", Evergrande Automobile will work hard for three months, and on June 22, it must achieve the mass production of Hengchi 5.
The mass production of the Hengchi 5 should not have much change, after all, the model should be in the tense mass production preparation stage. In the middle of this month, the official website of the Ministry of Industry and Information Technology released the "Road Motor Vehicle Manufacturers and Products" (batch 353), of which Hengchi 5 is among them, which also means that Hengchi 5 has obtained the "customs clearance approval" for the production and sales links, and can start public pre-sale.
At the same time, recently the Internet has also circulated a set of Hengchi 5's "price range survey table", this research report for the price of Hengchi 5 gives three choices, namely 15-18 million yuan, 18-21 million yuan, 21-24 million yuan. This series of actions of Hengchi Automobile also shows that the listing time of Hengchi 5 is getting closer and closer.
In fact, for Evergrande Automobile, the mass production of vehicles is only the first step, and how to sell the car is the most critical. Hengchi 5 is positioned as a pure electric A-class SUV, providing 602km and 558km two kinds of pure electric endurance options, the price of the new car is predicted to be around 200,000 yuan. From the perspective of price and configuration power information, Hengchi 5 will face many competitors, not only by BYD Song PLUS, GAC AION Y and other traditional car company products, but also Xiaopeng G3, zero-run C11, Nezha U and other new forces models. In addition, consumers buy cars, the brand is very critical, because Evergrande's credit in recent years has fallen to the bottom, which will undoubtedly affect consumer choice. Therefore, the challenges faced by Hengchi 5 and their own limitations are still very many.
Yao Zhenhua is "missing", is there still a drama in Baoneng Automobile?
Compared with Evergrande, Baoneng Group's current situation is more serious. Losses, wage arrears, massive layoffs... On social platforms, Baoneng Automobile, which was once rich and powerful, is now rumored to be continuous. Recently, the Guangzhou Intermediate People's Court in Guangdong Province said in an announcement that Yao Zhenhua's whereabouts were unknown, which once again attracted the attention of Baoneng Automobile in the industry. Although Yao Zhenhua's "whereabouts are unknown" this time has been confirmed to be an oolong incident, There are many challenges facing Baoneng Automobile at present.
In the matter of building cars, Yao Zhenhua was once full of pride. As early as March 2017, Baoneng Group established Baoneng Automobile Co., Ltd., and in December of the same year, it took a stake in Qoros Automobile, a brand of Chery. At that time, Yao Zhenhua said that from 2018 to 2022, Baoneng Group would invest 10 billion yuan per year in the research and development of Qoros Automobile, and it was expected to launch 26 new models by 2022. But up to now, Baoneng Automobile has spent hundreds of billions of yuan, but it does not even have a car that can be handed.
It is precisely because there is only input and no output, Baoneng Automobile also has serious financial problems. It is not uncommon for news such as drastic layoffs, cut off payment of social security provident funds, and debt collection by suppliers, and it seems that Yao Zhenhua's dream of building a car is really difficult. But there is also good news, in order to solve the problem of capital shortage, Baoneng Group is also currently selling various assets. And Brother Yao is also very curious, how much passion does Boss Yao have for building cars? Is it necessary to "smash the pot and sell iron" to complete the dream of building a car? Let's wait and see.
Real estate tycoons underestimate the difficulty of building a car
The recent two news also show that real estate developers are still trapped in an embarrassing situation when building cross-border cars. In fact, not only Evergrande, Baoneng, in the list of real estate automobiles, there are sunac, Agile and R&F and other housing enterprises. According to incomplete statistics of public information, more than 10 real estate developers have entered the automotive circle in the past four years, and the total planned investment is nearly 400 billion yuan.
These seemingly well-funded real estate, the money invested in the field of car manufacturing is often meat buns to beat dogs - there is no return. And they have also proved with practical actions that building cars is not a matter of money, and "interlacing is like a mountain" is objectively existing. Compared with real estate, the automotive industry has a longer payback cycle, requires more investment in scientific research funds, and has a strong risk of uncertainty.
Of course, the automobile industry is still optimistic about everyone, and there will definitely be people who will continue to enter the game. For example, Wang Jianlin and his Wanda also established Wanda Automobile Technology Service Co., Ltd., he did not directly build cars, but used another way to enter the automotive industry - to participate in the sales of cars. Wanda recently cooperated with FAW Hongqi, and the two sides announced that they will empower each other from three dimensions, including service ecology, energy ecology and membership ecology, to jointly build a "Hongqi user experience ecology". Compared with Evergrande's direct entry into the car, Wanda's choice is easier to implement. As for the outcome of Wanda's new model, it is up to time to test!
Whether it is a real estate company or a technology company, cross-border car manufacturing will definitely face difficulties, but it is not impossible to do. Judging from the current situation, Evergrande, Baoneng and other real estate predators are in trouble, and the barriers of the automobile industry have made this group of "laymen" taste bitter. In short, car building is different from real estate, it is not a day's work, which is a huge challenge for any crossover.