On March 22, Evergrande New Energy Automobile Group held a mobilization meeting of "Dagan Three Months to Achieve Hengchi 5 Mass Production", and Xu Jiayin, the helmsman of Evergrande, said: "The automobile group should work hard day and night, work hard for three months, and on June 22, it must achieve Hengchi 5 mass production, laying a solid foundation for the healthy and sustainable development of Evergrande Automobile." Xu Jiayin, who has not appeared for a long time, seems to be a little haggard, and some "awkward" smiles after the above speech have also been fully interpreted by many netizens. From the previous Hengchi 5 off the line and through the Ministry of Industry and Information Technology new car publicity, with the qualification for listing and sales, to now basically determine the mass production and listing in June, Evergrande Automobile seems to be slowly starting from a state that everyone is not optimistic about.
However, from Xu Jiayin's speech, we can still see the thinking logic of real estate manufacturers or businessmen, we know that in the real estate industry, as long as the new building is capped, the qualification for listing and delivery is basically not worried about sales, and the heat of the real estate market in the past few years has proved this. Evergrande Real Estate has encountered difficulties this year, or many consumers are worried about Evergrande, but also worried that many Evergrande real estate projects around the world can not be successfully completed and delivered, as long as they can be delivered, there seems to be no worry.
However, Xu Jiayin's real estate-style thinking is too "layman" in the automotive industry. In the past few years, there are indeed many "laymen" who have entered the automotive industry and achieved relatively successful results, such as the ideal Li Xiang, Weilai's Li Bin, and Xiaopeng's He Xiaopeng, all of which have transformed from the Internet to new energy vehicles. However, until now, it seems that Xu Jiayin still did not understand what the automotive industry really needed, and still chose to use the standards of real estate business to require the automobile business.
First of all, in our view, automobile research and development, production, testing, are a long period of time, and this cycle is no way to give accurate time, it is impossible to achieve how long through the "big dry", because some of the key research and development, manufacturing links, there is a very large possibility that there is no way to overcome for a long time, there is also a possibility that it can be solved in a very short period of time. Therefore, we think that Hengchi 5 may be able to achieve mass production before June 22, but it must not be xu Jiayin's statement, which is achieved in the case of "three months of hard work", which is a bit too "layman".
Of course, since the birth of Evergrande Automobile, the discussion about this brand and related topics has not stopped. Remember that when Evergrande Automobile made its first technical debut, the pictures and videos given by Evergrande Automobile were basically related production lines of the previous Guoneng 93 model, and the production line of this Guoneng 93 was based on the Saab Phoenix platform. The platform itself is a relatively old and incomplete development of the technology platform, and Evergrande's propaganda at that time seemed to be to establish a "Hengchi" series of product lines on such a platform, which seemed to be somewhat bizarre at the time. However, in the end, the Hengchi 5 series model still came out, and it was tested in the media at last year's Shanghai Auto Show, which at least proved that Evergrande Automobile still has its own production base, and it seems that it can also be "separated" from the Saab Phoenix platform.
The 2021 Shanghai Auto Show, in our opinion, may be another show action of Evergrande Automobile that is more "layman" or "amateur". At that time, Evergrande Automobile invited a large number of media across the country to report intensively at the Shanghai Auto Show, forming a fiery scene of three floors inside and three layers outside, and the small editor was not tall enough, and even did not see the models on the booth of Evergrande Automobile at the scene. What is more interesting is that Evergrande Automobile exhibited 9 models at the Shanghai Auto Show in one go, and announced the parameters of 9 models.
From the perspective of the industry, any other car company wants to build 9 cars at the same time and release them at the auto show, not to mention whether it can be built, even if it can be built, it cannot be hastily exhibited, because once it is exhibited, it means that the relevant size, power, configuration and other related data should be announced, and the market and consumers will follow up on the progress of related models. And 9 models of cars on the market in a short period of time, basically impossible to achieve, how much production capacity base and R & D, manufacturing team? Evergrande Automobile put itself in an awkward situation in order to create a relatively grand scene at that time, of course, some media questioned that the models exhibited by Evergrande Automobile at the Shanghai Auto Show were models, which was another matter.
Finally, Hengchi 5, about Hengchi 5, Evergrande can be said to have poured the last hope, or from the perspective of external performance, Hengchi 5 is a car that cannot be lost for Evergrande Automobile and even Evergrande, so there is the beginning of Xu Jiayin's expression of "3 months of hard work", as if Hengchi 5 can be mass-produced and listed, it can get market recognition. Moreover, Evergrande Automobile also did a seemingly amateurish thing before, that is, to investigate the price range of Hengchi 5. In fact, manufacturers can openly solicit and investigate the design, configuration and even name of the product, but the pricing power must remain in the hands of the manufacturer, we have not seen how many manufacturers have conducted research on the price, basically after the product comes out, there is a rough price range. Evergrande Automobile gave Hengchi 5 three price ranges, if it is a consumer choice, it must be the lowest, so if the new car listed after that is not the lowest this, is it not a little embarrassing? Or is the cost and profit of the product "kidnapped"?
Therefore, the downline and mass production of Hengchi 5, in fact, for the role that Evergrande Automobile can play, it really needs to be discussed, or that even if Hengchi 5 comes out, it may not be able to sell well, Evergrande Automobile always seems to use the idea of real estate business to consider the automobile business, thinking that as long as a product can be manufactured, then the probability can sell well. But the reality is that in the case of Evergrande itself encountering a crisis, how many consumers dare to touch Evergrande's models, which is the biggest problem, because in the past few years, because the sudden withdrawal of manufacturers has led to consumers buying out-of-print cars.
And now Evergrande Automobile is only solving the problem of mass production, how to solve the after-sales maintenance and repair of new cars, or a question mark! Therefore, from the past to the present, many actions of Evergrande Automobile are relatively "layman" or "amateur" in our opinion, and these actions may have dazzling effects when they prosper, but at present, Evergrande's expressions and actions on automobiles may be difficult to be fully accepted, especially consumers and the market. Perhaps for Evergrande Automobile, abandoning the real estate thinking and building cars modestly and steadily can we achieve the possibility of breakthroughs.