The auto circle of Yiche Original in recent years has not lacked new faces, and "Wei Xiaoli" and E-An, Extreme Krypton, Zhiji, etc., which are backed by traditional car companies, have successively entered the bustling areas of major cities across the country and have seized the attention of consumers.
On creating new brands, Changan Automobile, as a latecomer, is more radical.
Recently, at the Changan Automobile Global Partner Conference, Changan Automobile officially released a new pure electric brand - Deep Blue, and announced that the UNI series will also be operated by the brand.
Coupled with Avita, which was only released in November last year, Chang'an already has N brands in hand, what kind of medicine is sold in this gourd?
Changan Automobile has launched so many brands at once, it may be easy to blind everyone.
In fact, we can simply understand that Avita is a high-end intelligent pure electric brand operated independently, and its predecessor is Changan Weilai. After Weilai let go, it was changed to Berhad by Chang'an in cooperation with Ningde Times and Huawei.
The new pure electric brand "Deep Blue", the upcoming launch of a new mini car LUMIN, and the brand-operated UNI electrification series all belong to "Changan New Energy Vehicle".
Navy C385 official figure
As the saying goes, the purpose of Changan Automobile's layout is obvious:
With the support of NINGD era and Huawei, Avita benchmarks high-end intelligent electric brands such as Tesla;
Deep Blue and UNI electrification series are oriented to the low-end market, benchmarking more popular brands such as BYD and Xiaopeng;
LUMIN and Benben are responsible for the low-end market and benchmark Wuling.
LUMIN waxy corn official map
For different market segments, car companies have launched different brands of precision strikes and quickly harvested the market, which belongs to the conventional playing method of market attackers.
Looking at the domestic market, SAIC has zhiji and Feifan, Geely has extreme krypton and geometry, the Great Wall has salon and Euler, and BAIC has polar arc and BAIC new energy.
Almost all car companies use different brand strategies to fill the high-end- middle-end electric vehicle market, with the help of new brands that have got rid of the past image, it is convenient to tell new stories, and the cost of trial and error is lower.
For Changan Automobile, the layout of the high-end market is particularly important.
Changan Ben E-star
According to the display of the passenger association, Changan Automobile's sales of new energy vehicles from January to March reached 30,645 units.
Although it has ranked among the top ten manufacturers, it is a little worrying that most of this achievement is contributed by the Ben EV that locates mini cars (sales in January-March were 26,119 units).
New energy vehicle sales from January to March
Although the people need affordable scooters, car companies can not only rely on small profits and high sales to achieve profitability and sustainable development. Avita and Deep Blue are to break this imbalance, break through the bottleneck of high-end, and complete the transformation and improvement of brand value.
At present, the rapid innovation of new energy and intelligent network connection is also a once-in-a-lifetime opportunity for Chinese brands to rise. "Wei Xiaoli" has proved the feasibility of the road, and Avita and Deep Blue, which have new technologies and new marketing blessings, may also be able to do so.
On the one hand, it is the internal factor of the brand upwards, and on the other hand, it is the external factor driven by market demand. From the current point of view, the domestic new energy vehicle market presents a typical "dumbbell" consumption structure, that is, high-end products, low-end products outbreak, mid-end products and low sales.
With the popularization of new energy vehicles, the mid-to-high-end market has gradually exploded into huge potential. Previously, Shen Hui judged that by 2030, electric models in the price range of 150,000 yuan to 250,000 yuan will occupy about 60% of the market share, and the penetration rate will increase from 3% to 40%.
Deep blue is the long-distance ship that Changan Automobile sails out of this blue ocean.
When it comes to new energy, Changan Automobile is actually not exactly a latecomer. As early as 2001, Changan Automobile began to get involved in the field of new energy;
In 2017, Changan Automobile also released the "Shangri-La Plan", a new strategy for new energy, announcing that it will completely stop selling fuel vehicles in the traditional sense by 2025 and realize the electrification of full-spectrum products.
At the time, this transformational thinking was even more advanced than BYD.
Four or five years have passed, and today's Changan Automobile has weakened the word "ban on the sale of fuel vehicles", after all, the country's new policy guidelines have not been one-size-fits-all for fuel vehicles, and they have gradually transitioned to hybridization. It is difficult for Changan Automobile to give up its advantages in the field of fuel vehicles at once.
In the field of new energy, Chang'an's performance is not satisfactory.
The first reason is that it is difficult for other oil-to-electricity products to compete with the hot products on the market by relying on the volume of low-end cars; the second is that the iteration speed of product updates is relatively slow, so that the current volume is not as good as BYD, Extreme Kr, Andean.
With the arrival of the three major product technology architectures of MPA, EPA and CHN and the future SDA intelligent pure electric architecture, such a history will be rewritten.
(1) The MPA architecture is compatible with fuel vehicles, as well as electrification products such as plug-in hybrid and hybrid.
(2) The EPA architecture covers three market segments, EPA0, EPA1, EPA2 can be derived from micro and small cars, compact, medium and above models, of which the first to release is LUMIN, C385, C673.
(3) ChN architecture is a smart electric vehicle technology platform built by Changan, Huawei, and Ningde Times, and the first to release is Avita 11, which benchmarks Tesla Model Y.
Avita 11
The three complement each other to create the DNA of Chang'an new energy products, and its application scope will also cover brands such as Auchan and Kaicheng to realize the electrification transition of all products.
This year alone, Changan Automobile's own brand will launch 8 new energy vehicles. With the gradual landing of the architecture, its product offensive will become more and more intense, and the future blueprint outlined will gradually become clear.
According to the plan, by 2025, Changan Automobile's total sales target is 4 million vehicles, of which Changan brand targets 3 million vehicles, new energy sales targets 1.05 million vehicles, and new energy accounts for 35%.
By 2030, Changan Automobile's total sales target is 5.5 million units, of which Changan brand sales target is 4.5 million units, of which new energy sales target is 2.7 million units, accounting for 60%; overseas markets account for 30%.
With the current achievements, Changan Automobile still has a long way to go on the road to achieve 35% and 60% of new energy. However, judging from the huge amount of information at today's conference, The determination and action of Chang'an's transformation should not be underestimated.
In the past year, there are 85 brands in the traditional fuel vehicle market, 34 brands with monthly sales of less than 1,000 units, and 9 brands have disappeared. It is expected that in the next 3-5 years, 80% of brands will face shutdown and turn...
This remark has been mentioned many times in public by Zhu Huarong, secretary of the party committee and chairman of Changan Automobile, which is quite a bit of a traffic anxiety.
The reality is indeed that one car brand after another has gradually disappeared from our sight, and Suzuki, Renault, Borgward, Acura and a large number of new forces that were once huge have left the scene, and have to let Changan Automobile think of danger in peace.
In the second half of the press conference, Changan Automobile also slightly mentioned that "the first domestic hydrogen fuel car will be released", "mass production of semi-solid-state batteries", "the establishment of European and North American headquarters", etc., not to be outdone, the momentum can be felt through the screen.
Nowadays, the penetration rate of new energy vehicles has reached about 20%, just as in the theory of the gap, when the penetration rate of a technology or product in an industry reaches a reference value of 16%, it means that the key point of the rapid popularization of the technology gap to the mass market has been ushered in.
At this node, Changan Automobile needs to go a little faster and faster on the parallel road of "Deep Blue" and "Avita".