ˇ
In recent times, the world has not been very peaceful, in addition to bringing historic high oil prices, many new energy vehicles have also been forced to increase prices due to the surge in the price of power battery raw materials.
Until last year, the proportion of the new energy vehicle market has reached about 15%, and it is gradually rising, which should be said to be the trend of the times. Among them, the new power brand represented by Wei Xiaoli has also risen and taken shape, but in fact, the large battlefield of new forces to build cars has not actually begun.
Soon, Huawei and Apple will definitely personally build cars, and xiaomi cars will also subvert the delicate balance between new forces and traditional brands.
01
The price of the new forces breaks through
In the past, it was very difficult for Chinese car brands to break through the price of 200,000 yuan and sell well. In fact, nowadays, in addition to the new power models, independent brands are still difficult to break through, is it that they do not have the strength technology? Of course not, more than 200,000 are brand-oriented, so early models and positioning are crucial.
As far as Wei Xiaoli is concerned, the car purchase range is at least 200,000 yuan, which not only avoids the main competition with traditional mainstream brands, but also hits the price gap of Chinese brands, the key is that here they can give themselves a new positioning and establish a "persona". For example, let's imagine that some people in Weilai Automobile now think that it is not a high-end product? At least most people know that it sells for 400,000, and their owners are actually circulating from the BBA group.
This is essentially a game of branding and marketing strategy, and the technical content of the car itself is not high, because all kinds of electric vehicles can be bought. Battery Ningde era can provide, and even supporting electronic control technology. So the motor is more common, have you ever heard of which brand is particularly cattle? Because many factories can do motors, there is really no special advanced technological breakthrough, so no brand is particularly famous. In this way, the new forces can concentrate on product development and brand marketing.
02
When will Huawei build a car?
Huawei currently has a very complete technical reserves, car machine system, intelligent driving assistance system and even their own motor, all of them are their own, the cost here can save a lot, in other words, Huawei buys a battery and then sets a chassis, do a beautiful design, the car will come out.
So why didn't you enter in person but instead played the side ball? We have to consider the nature of Huawei, and the company also wants to make money to eat. At present, Huawei's communication business is a big head, the US market is gone, the main overseas business is in Europe, so before 5G communications are formed and covered, Huawei should focus on communication services.
Assuming that Huawei now builds cars himself, then the countries in Europe, represented by Germany, the car is their economic lifeblood, not only involving auto companies, the entire supply chain relies on the global production and sales of cars to eat. So once Huawei builds a car at this time, then the EU is likely to ban Huawei's communication equipment because of car competition, then Huawei will be trapped in the Chinese market in the future.
But once the 5G industry matures and takes shape, Huawei can only look for new growth points, there are many opportunities for car manufacturing, and the top few in the industry are trillions of turnover, far more than Huawei's current 800 billion. Therefore, when 5G communications are popularized overseas, Huawei will also launch cars that have been brewing for a long time.
03
What kind of car will Apple build?
Although Apple is a technology company, it is actually more commercial. In recent years, we have been complaining about Apple's mobile phone squeezing toothpaste, what under-screen fingerprints, off-screen cameras are not, in fact, Apple originally did not pay attention to technological advancement and innovation, they pay more attention to user experience. This point is quite similar to the ideal, the ideal car in terms of three major pieces of technology, relatively old and mature, but the product positioning is good, the experience is also good, so it sells booming.
Apple's cash flow is very sufficient, enough to support them to create a user experience first car products, the reason why it is not yet the end, is because Apple has only launched products at the best time, they are not Chinese brands, so to see the global scope, the current electric car is not the best time, but with the progress of the industry and carbon emissions, 2025 to 2030 should be a new era of cars.
At that time, Apple will launch a user-experience-oriented car, perhaps beyond Tesla's design and ultra-long endurance, in terms of charging convenience, there should also be subversive considerations, for users to consider sufficient practicality, this is Apple's product philosophy.
04
What disruption might Xiaomi have?
The similarity between Xiaomi and Apple lies in the abundant cash flow, and the confidence led by Lei Jun personally also comes from here, and their electronic products and home business are all open worldwide.
Then since it can eat, the brand has a strong enough appeal, and Xiaomi has a good established "human design", that is, high cost performance. Therefore, their cars will not be unexpectedly built around high cost performance, priced below 100,000, and perhaps 99,000 will be an expectation that Xiaomi hopes to build.
(Fan hypothesis)
Then this means that Xiaomi must enter the mainstream brand hinterland, with super high brand awareness, breaking the balance between new forces and traditional brands, and the price of the main products avoid each other. With the precedent of Wuling Hongguang MINIEV, I believe that Xiaomi's confidence will be more sufficient. If the 99,000 Xiaomi tram can run 500km or even 600km, the basic intelligence and comfort configuration are complete, will you buy it?
ˇ
The storm is about to rise, who are you more optimistic about?