Geely Automobile officially sounded the charge of the comprehensive transformation of new energy.
"In order to accelerate the comprehensive transformation of Geely New Energy, we will comprehensively upgrade the sales network with new energy." Geely Automobile Group CEO Gan Jiayue said so at the annual report conference on March 23.
Geely will open up the main dealer resources, concentrate superior resources, strengthen and expand the Geely geometric pure electricity sales network, and increase the coverage of pure electricity. In addition, Thor Super Electric Hybrid will also fully empower Geely's main sales networks G network and L network. This means that Geely New Energy has entered a new era of transformation.
Through the comprehensive layout of pure electricity, super electric hybrid, alcohol-electric hybrid, power exchange and other tracks, Geely has achieved a comprehensive layout from technology to products, it can be said that Geely is currently the domestic automobile manufacturers, the most comprehensive car companies with new energy products and technologies.
In 2022, with the full development of sales channels, Geely New Energy will continue to enhance its system strength and complete the closed loop of strategic transformation from research and development to products to channels.
Newly launched 8 hybrid models: strongly seize the hybrid "blue ocean" market
At the annual meeting of the financial report, Geely Automobile announced that the annual sales target for 2022 will be maintained at 1.65 million vehicles, and the next step will be intelligent and new energy as the key direction of product layout.
With the CMA, SPA and vast architecture that have been being built over the years, the product layout of Geely Automobile 4.0 era will gradually enter the harvest period.
What is the "harvest period"? How will Geely be reflected through product layout?
According to Geely's "Two Blue Geely Actions" plan, Geely's transformation in the new energy market is divided into two parts: First, intelligent energy-saving and new energy vehicles are embodied in hybrid vehicles, plug-in hybrid vehicles, extended-range plug-in hybrid vehicles and small displacement energy-saving vehicles. The second is: intelligent pure electric vehicles.
First of all, Geely will expand its own hybrid territory in a large area, geely said that this year there will be more than 8 models of Thor Hi · X-oil-electric hybrid and super hybrid products are planned to be put on the market, opening a new pattern of new energy travel.
From 2021 onwards, Geely will focus on the comprehensive promotion of new energy plans around hybrid technology, long-endurance plug-in hybrid, pure electricity market, etc., and quickly form strategic clusters such as the Tek brand, geely brand, geometric brand, and Proton brand.
Recently, Gan Jiayue announced: Geely officially launched the thunder god Hi · X Super Mix.
Thor Hi · X "Super Electromix" is a follow-up to Thor Hi· X "HEV", based on the "Thor God Intelligence Engine Hi · X" hybrid platform to create a new generation of "large mileage PHEV". It is reported that compared with traditional PHEV and EV, Thor's "super electric hybrid" can not only allow users to enjoy green cards and subsidy policies, but also has the advantages of ultra-large mileage pure electric endurance and more intelligent energy management.
It should be said that the significance of Raytheon Power for Geely Automobile is that it can support all models from A0 class to C class, and also includes a variety of hybrid technologies such as HEV, PHEV, REEV, etc., which means that it can provide technical support for all product lines of Geely Automobile at present.
Today, Ray's Mind Ishi X hybrid system has been installed on geely CMA high-end series products China Star, 2021 financial report data shows that the total sales of China Star in this year has exceeded 200,000 units, helping geely brand to achieve brand up and value jump.
It is understood that in the future, Raytheon Power will be installed on more than 20 models of Geely Automobile.
From an industry perspective, a more economical and fuel-efficient hybrid model is the best choice for the transition period of the current energy era. At present, the biggest bottleneck in the development of pure electric vehicles is not the problem of battery endurance, but the problem of charging difficulties caused by the core raw materials of the battery being stuck in the neck and the charging pile. Therefore, the desperate development of pure electric vehicles is not the most preferred.
The data shows that the production and sales of plug-in hybrid vehicles continue to be strong. From January to February, production and sales of plug-in hybrid vehicles totaled 168,000 units and 161,000 units, up 2.8 times and 2.5 times year-on-year, respectively, and production and sales remained at a high level for four consecutive months.
According to the "Energy-saving and New Energy Vehicle Technology Roadmap 2.0" released by the Society of Automotive Engineers of China, it is predicted that the sales of hybrid models will reach about 13 million units by 2025, and the sales of energy-saving vehicles and new energy vehicles in the Chinese market will be equally divided in 2035, of which all energy-saving vehicles will be hybrid models. Geely Automobile's investment in Thor Power means that it has taken the lead in taking a key step in the market competition in the next decade.
Geely New Energy: Comprehensively attack the pure electricity market
In 2022, Geely will launch a new luxury smart pure electric MPV of the Extreme Kr brand and a new pure electric SUV with geometric geometry.
In the field of pure electricity, it has previously been believed that geely's geometric automobiles are not clear in the initial brand positioning, and the price of its products is high, so it lacks competitiveness in the market.
However, later, with Geely's update of the "Blue Geely Action Plan", Geely's new energy strategy direction became clear again. At present, from the perspective of brands, Geely formed a full layout of the pure electricity segment market last year by launching the high-end brand "Extreme Krypton" and "Geometry".
From the current point of view, Geely's layout in the new energy market is obvious.
"In 2021, Geely's new energy geometry brand increased by 145% year-on-year, and sales of new energy and electrification have exceeded 100,000, which has also hit a record high. At the same time, entering 2022, Geely's performance in the pure electricity market is still strong. According to the data, in February, Geely Automobile sold 12,200 pure electric vehicles, an increase of 1430% year-on-year.
Among them, the positioning of high-end Krypton brand, its product 001 began to be delivered in batches in October 2021, is still in the production capacity climbing period, sales of 2916 vehicles in February, 6446 vehicles in January-February, the cumulative delivery has exceeded 12,000 vehicles.
According to the brand's future planning, Extreme Kr will launch six new models in the next three years, aiming to sell 650,000 vehicles per year by 2025, reaching the top three in the world in the market share of high-end electric vehicles. In addition, Extreme Kr will further deepen its strategic partnership with Mobileye, which plans to jointly launch the world's first consumer-grade intelligent driving electric vehicle with L4 level intelligent driving capabilities in 2024.
According to the prediction of Huaxi Securities Research Report, with the improvement of market reputation after delivery, the order of Extreme Kr is expected to accelerate the acquisition, and it is expected that the monthly sales of steady state are expected to reach more than 10,000 vehicles.
The Krypton brand as the benchmark brand of Geely Automobile, on the one hand, will undoubtedly enhance Geely's influence in the field of new energy, for the follow-up new energy product premium empowerment; on the one hand, high-end new energy products in line with the current market demand, data show that in recent years, personal consumption began to occupy more than 70% of the new energy vehicle market, of which high-end models are from less than 5%, soaring to about 25%.
"At present, the price of the entire Extreme Kr bicycle is 335,000 yuan / unit, I remember last year when this price was released, many investors said that the average price was 300,000 yuan, but it turns out that today we have done it." An Conghui, chairman of Geely Automobile Group, executive director of Geely Automobile Holdings Co., Ltd., and CEO of Extreme Kr Intelligent Technology, said: "So far, the entire extreme krypton order is also very good, fully meeting or exceeding our expectations, and the factory with an annual output of 300,000 units of extreme krypton has also been tested and has the ability to mass production. ”
One hand is actively impacting the high-end market, and the other hand is harvesting a wider consumer market.
"The geometric brand will focus on the popular electric vehicle market, concentrate on creating products with high product price ratio, form a differentiated synergy with the high-end brand of extreme Kr, and fully exert its strength in the Chinese electric vehicle market." "The new pure electric SUV, Geometry A and Geometry C will increase geometry's market share.' ”
It is reported that starting from 2022, the geometry brand will successively launch more than 5 pure electric architecture models, including A00 models, mainstream cars and SUVs, and fully enter the mainstream private user market.
According to Geely's planning, Geely will open up the main dealer resources, concentrate superior resources, strengthen and expand the Geely geometric pure electricity sales network, and increase the coverage of pure electricity. In addition, Thor Super Electric Hybrid will also fully empower Geely's main sales network G network and L network, and Geely's new energy transformation will enter a new era.
Prior to this, geometry's dealer network was relatively independent, and this time Geely opened the main dealer network, which means that geometry will be able to make full use of Geely G network and L network for sales. On the one hand, it has increased the coverage of geometric channels, and at the same time, it has also empowered Geely dealers to transform to electrification, so that the dealer network can contact and operate electric vehicle users earlier.
According to this speculation, it may be auspicious in the next game of a bigger chess game. At present, the geometry is mainly 60,000-150,000 yuan pure electricity market, and the extreme krypton covers the high-end pure electricity market of more than 300,000 yuan, between the two of the huge pure electricity market, who will fill? Maybe Geely already has the answer. Such a plan will allow Geely Automobile Group to fully cover the pure electricity market.
Che Yun Summary:
In the past year, Geely Automobile's R&D investment totaled 5.5 billion yuan, and the total R&D investment in the past five years totaled 25.6 billion yuan. Geely revealed that the investment in research and development will continue to increase in 2022, continue to increase investment in research and development of new energy products, and make full efforts on pure electricity, super mixing, alcohol-electric hybridization, power exchange and other tracks.
After consolidating the foundation of technology and research and development, Geely's new energy products will continue to emerge like mushrooms. This year will also be a big year for Geely's new energy products. In our view, the transformation of Geely Automobile is actually a deeply systematic transformation path from technology path, product system, sales channel optimization, and even profit model. Taking technology investment as the starting point, by opening up diversified technical paths, we will then promote the blossoming of new energy products in the traditional, pure electric, and hybrid fields. In terms of channels, with key cities as the starting point, through digital empowerment, accurate customer needs to the orientation, take a point-by-point approach to continue to penetrate the market.
For Geely, it is too much to need a comprehensive victory in the field of new energy to justify the Blue Geely plan.