In February 2022, the global sales of new energy passenger cars reached 541,780 units, an increase of 99% year-on-year, of which the market share of pure electric vehicles was 6.4%, and the global new energy vehicle market penetration rate reached 20%, and it is expected to reach a new high in March, which is expected to exceed 25%. From more than 10,000 vehicles sold annually in 2012 to more than 500,000 vehicles per month today, new energy vehicles have led the global automotive industry into the "era of electrification subversion" in only 10 years.
In the sales list of new energy vehicle companies, BYD ranked first with sales of 82,956 vehicles, up 719.48% from the same period last year, Tesla ranked second with sales of 56,515 units, up 208.52% year-on-year, and the third was SAIC-GM-Wuling, with sales of 26,046 units in February, up 25.11% year-on-year. In the context of the decline of fuel vehicles and the continuous rise of new energy, the rapid new energy offensive of Chinese brand brands has seized up to 50% of the new energy market, and Tesla's strong expansion has also successfully jumped to become a representative of New Energy in Europe, but there is no Japanese brand in the list.
In the era of fuel vehicles, Japanese car companies as an important player, has been "reliable, fuel-saving, good quality" and other good reputation to maintain the top sales, in the fuel vehicle segment, Toyota, Honda, Nissan and other Japanese car companies have also been sitting at the forefront of the market sales list, but these remaining advantages have not been extended to the field of new energy vehicles, Japanese car companies seem to have "disappeared" in the new energy track.
The Japanese are more willing to do improvement than subversion in their bones, why did the former fuel overlord fall into the field of new energy vehicles and lose their name? Today Xiaobian will take you to find out.
Resources and patterns, who is the biggest "obstacle"?
In fact, the new energy transformation of Japanese car companies began to be laid out as early as 2014, whether it is pure electric, plug-in hybrid or fuel cell vehicles, etc. are involved, but now the volume in the market is still not large. Although Japanese hybrid technology is recognized as the world's top level, the technical level of its lithium battery is also world-renowned.
However, there are very few Japanese "pure electricity" products on the market at present, GAC Toyota C-HR EV, Mazda CX-30EV, GAC Toyota iA5, GAC Honda GA6, Lexus UX 300e, GAC Honda Polar Pyro e: NP1, Dongfeng Honda e: NS1, Dongfeng Nissan Xuanyi Pure Electric and Nissan Ariaya that has not been delivered in the domestic market, a Japanese pure electric model that can be counted with one hand, none of which can be played, let alone on the sales list.
People always overestimate the changes over the next two years and underestimate the changes over the next decade. This was true of the smartphones of the past, and it is also true of today's pure electric vehicles.
Under the current situation of new energy hot spots, Japanese car companies should have made a big show in the field of pure electric vehicles, but in fact, they only had to cope with small fights and even do not move.
In the bones of the Japanese, it seems that the blood of "improvement rather than revolution" is naturally flowing, and under the pattern of a single power that has not yet completed the dominant market, they will still promote a diversified power route, whether it is Shuangtian or Nissan, adhering to the fuel, hybrid and pure electric parallel schemes, and giving priority to the promotion of hybrid models between hybrid and pure electricity, so the "conservative" strategic pattern may be due to its national conditions and national character mindset.
In addition to the pattern constraints, Japan's narrow territory also faces the development constraints of lack of resources.
The surface of bright Japan, Japan is a small island country, resource-scarce countries, although as a leading developed country in economic development, but the special geographical environment makes it suffer from natural disasters all year round, and the local resources are extremely scarce, coal, oil, natural gas three major resources are heavily dependent on overseas imports, once the transport channel is blocked, Japan will face a state of total scarcity of resources.
In order to reduce energy imports, so the Japanese like to develop fuel-saving technology, Honda is the first company to meet the California emissions law, Toyota is the first automobile company to mix the production of moving forces.
Why not develop pure electricity, to know that power generation relies on natural gas or coal mines, which is what Japan lacks, in fact, Japan will always have power supply problems before the 21st century because of earthquakes and tsunamis every year, even if it is the identity of developed countries.
Although Japan has developed nuclear energy, japan is a country that talks about nuclear discoloration because of the two atomic bombs dropped by the United States in Hiroshima and Nagasaki, as well as the Fukushima nuclear crisis. If Japan does not develop nuclear power, the Japanese may not be able to meet even the most basic power supply, but because Japan is at the junction of the Eurasian plate and the Pacific plate, earthquakes and tsunamis are always tested.
The popularity of pure electric vehicles requires electric energy support and the construction of a large number of charging piles, which is obviously difficult for Japan to be in place in one step. Moreover, the power of pure trams comes from burning coal - transmission - charging - battery - electric drive, each link for the total carbon emissions and environmental burden is not small, and this is a small land area of Japan, obviously is also difficult to digest pollution pressure.
Because of the national conditions such as power supply, in recent years, you will find that Japanese companies such as Toyota have begun to advocate hydrogen energy, Japan has targeted low-grade energy sources in other countries and regions to make hydrogen, transported back to Japan, and also invented high-pressure and ultra-high-pressure transportation means to ensure that the loss of hydrogen transportation is reduced.
According to the Japanese style of behavior, they will investigate the technical routes in advance, and then select one of them to "linearly" forward after careful evaluation, what time to give, how much to give is a strict order, and this so-called order has long formed a tacit understanding between each car company.
Therefore, for Japanese car companies, the high-volume, high-quality and low-cost production of fuel vehicles at this stage is the fundamental reason for their "resistance" to electric vehicles, even in the face of the automotive market that has undergone subversive changes, they still will not have much action at this stage.
Toyota Motor: Pure electric "big villain"
As the leading big brother of the Japanese system, Toyota can be said to be recognized as the "big villain" in the electric vehicle circle. When the Japanese government wants to let car companies speed up the electrification process, Toyoda Akio said that "pure electric vehicles are neither economical nor environmentally friendly", and when the government announced last year that it planned to stop selling traditional fuel vehicles, he issued such a warning: "If the Japanese government continues to plan to stop selling traditional fuel vehicles, then Japanese manufacturers are likely to 'lose their advantages' in the automobile industry." ”
Akinan Toyoda even said at the conference that "pure electric vehicles will destroy the Japanese economy, causing Japan to lose 5.5 million jobs and 8 million car sales."
Recently found that toyota also has a lot of people feel that hydrogen energy this thing is not reliable, in fact, Japanese companies have been very repulsive to new technologies, always like stability, the use of backward technology, to create a simple structure of the car, in fact, if you know a little bit about the car friends, we all know that Europe, the United States, China to lead the new technology are far beyond Japan, fuel age, Japan is better than the United States and Europe, electric vehicle era Japan is better than China.
When the world reached a consensus on pure electric as the future development direction of automobiles, Toyota has always advocated hybrid and hydrogen fuel cell vehicles, rather than simply encouraging the development of pure electric vehicles. The rise of pure electric vehicles has disrupted the planning of Toyota's hydrogen fuel vehicles, and after waking up, when choosing to turn to the pure electric market, it was found that it was thrown away too much and had long been powerless to return to the sky.
Toyota is not without new energy vehicles, the current Toyota main push oil-electric hybrid vehicles, but also a new energy vehicle, in Toyota's hybrid ranking very high among all car companies. In 2011, after the launch of the Prius PHEV, Toyota seemed to be more optimistic about hydrogen energy models, releasing the world's first mass-produced hydrogen fuel cell sedan Mirai in 2014, and releasing a second-generation hydrogen fuel cell Mirai based on the TNGA architecture five years later.
We must be clear that the purpose of Toyota's development of hybrid vehicles is not to eventually become pure electric vehicles, but to develop hydrogen fuel cell electric vehicles, and the current oil-electric hybrid vehicles are only the transitional products of Toyota to hydrogen fuel cell electric vehicles, and when the technology is mature and the market is mature, Toyota Motor will fully promote hydrogen fuel cell electric vehicles.
So in the past few years, Toyota has made no progress in pure electric models.
Toyota has been in contact with pure electric vehicles in private, and in 2010, Tesla was still a start-up, Toyota invested $50 million to buy a 3.15% stake in Tesla, and announced that the two sides would work together to develop an electric version of the RAV4, and Tesla provided Toyota with development services such as batteries and powertrains. At the time, Toyota also sold toyota's factory in California to Tesla for $42 million. With the help of Toyota, Tesla completed its listing in June 2010.
In 2012, the electric version of the Toyota RAV4 developed by the two sides was launched, but the market performance was not satisfactory, with cumulative sales of less than 2,000 vehicles, and the relationship between the two sides broke down. In 2014, Tesla began to stop supplying lithium batteries to Toyota, and in the same year, Toyota also began to sell Tesla shares in stages. In 2017, Toyota and Tesla officially ended their cooperation.
After the end of the cooperation, Musk has publicly scolded Toyota's fuel cell technology route as a "laughing stock battery" on Twitter; a Toyota executive also publicly stated to Tesla that "no one will cooperate with them again."
Toyota's head, Akio Toyoda, has repeatedly shelled Tesla and the electric vehicles it represents, while dismissively saying that Tesla's value is currently seriously overestimated, and it is far from mature enough to affect the global development trend of automobiles, especially in the field of electric vehicle technology.
But the funny thing is that Toyota Shonan is making a big splash in 2021 to carry out pure electricity plans. With the continuous expansion of the electric vehicle market and the release of the timetable for banning the sale of fuel vehicles in various countries around the world, Toyota has also publicly stated that it plans to invest $13.5 billion in electric vehicle batteries in 2030, but compared with GM, Ford and other companies to invest about $30 billion per year in 2025, Toyota's pure electric vehicle promotion plan is obviously not sincere.
On December 14, 2021, President Akio Toyoda turned MEGA WEB into a future showroom, opening a conference on how Toyota is achieving a carbon neutrality strategy, and is expected to introduce 30 BEV models by 2030, providing a comprehensive lineup of products in various fields including passenger cars and commercial vehicles worldwide.
By 2030, BEV plans to reach 3.5 million units worldwide annually. Toyota plans to achieve 100% electrification in China, Europe, and North America by 2030, and electric vehicles will account for 100% of global vehicle sales by 2035.
The 15 new electric vehicles released on the spot, according to Toyota's planning, are roughly divided into Toyota bZ series, Toyota Lifestyle series, Lexus Electrified series, covering many categories, in addition to cars, SUVs, including sports cars, pickups, K-Car and so on.
But from the unveiling of the product model to the landing of the product, according to the past Toyota's thinking, it will take a while, it can be imagined that at that time, the Chinese auto market will still have Toyota's pure tram market?
Toyota's bZ series is the closest to Chinese consumers, and it has been announced that the bZ4X will be launched in 2022, and the Chinese market will be produced in Guangfeng and Yifeng at the same time. Different from the previous C-HR EV and other "universal platform" models, the difference between oil and electricity, has not yet seen a new car, it is not easy to make up your mind, Toyota has launched a new, native bZ pure electric platform on the bZ4X.
It is not difficult to see that the reason why Toyota Zhangnan has a sense of crisis is that the market share of its own brands will reach 44.1% in 2021, while the market share of joint venture brands will continue to shrink.
At the beginning of 2019, GAC Toyota and FAW Toyota successively launched two plug-in hybrid models: Ralink Dual Engine E+ and Corolla Dual Engine E+, which opened the road to new energy development in China, followed by the launch of C-HR EV and Yize E Jinqing, which further improved Toyota's "full engine power" layout.
GAC Toyota, pure pure tram delayed
In 2019, GAC Toyota launched its first pure electric sedan, the iA5, which was developed based on the gac group's second-generation GEP pure electric exclusive platform. In fact, it is the shell replacement car of GAC New Energy, and the current market reputation of this car is very poor, and there are many complaints.
At the 2019 Shanghai International Auto Show, GAC Toyota C-HR EV made its global debut, further expanding its electrification strategy. Unlike the iA5, the C-HR EV was developed based on Toyota electrification technology and Toyota QDR (Quality High Quality, Durability High Durability, Reliablity High Reliability).
On January 1, 2020, Wen Dali officially took over Li Hui as the executive deputy general manager of GAC Toyota, becoming the number one in China, and Guangfeng also entered the "era of Wen Dali at the helm".
(Wen Dali, Executive Deputy General Manager of GAC Toyota)
Wen Dali, executive deputy general manager of GAC Toyota, has publicly stated, "For the joint venture company, I think we used to have certain advantages in fuel vehicles, so the next decade or even twenty years, mainly electric vehicles." ”
Wen Dali, executive deputy general manager of GAC Toyota, further explained, "Next year we will start launching models under the e-TNGA framework and introduce five pure electric models by 2025. Among them, the bZ4X, which will be introduced soon, is equipped with a number of electrification technologies and configurations that Toyota has introduced for the first time. ”
FAW Toyota is catching up
It should be known that at present, the Yize CHR pure electricity on sale is still "oil to electricity".
FAW Toyota bZ4X is the first model to land the exclusive e-TNGA architecture, and it is also Toyota's first e-TNGA model in China. Public information shows that the model information of this bZ4X has a discrepancy in the description of the "pure electric platform".
Although the bZ4X has a four-wheel drive version, it should be necessary to arrange an electric motor in front and rear, but from the schematic diagram of this BEV platform, the proportion of the rear axle module is too large, resulting in a waste of space. Toyota bZ4X adopts a flat-screen battery module solution embedded in the bottom of the car, the subframe layout of the front and rear, or the layout of the fuel vehicle.
In the e-TNGA concept is compatible with a certain area of battery modules, the original engine, transmission and rear differential of the front and rear subframes but exposed this, the so-called pure electric platform, in essence, is still a heavily modified "oil to electricity" platform.
Putting aside the magic of the platform, if you look at the standard of a pure electric compact SUV, the Toyota bZ4X is still quite competitive, with a wheelbase of 2580mm, a WLTC operating range of 500km, a steering wheel angle of only 150° left and right, and a steering-by-wire system, and a minimum turning radius of 5.7m.
In 2022, FAW Toyota will launch at least three new energy models, namely EVE3 (BZ4X pure electric SUV), Granvia (FAW Toyota version of Sienna) and EV7 (Toyota BYD joint venture pure electric vehicle model).
(Hu Shaohang, Party Secretary and General Manager of FAW Toyota Motor Sales Co., Ltd.)
On October 9, 2020, Hu Shaohang was officially appointed as the Party Secretary and General Manager of FAW Toyota Motor Sales Co., Ltd.
Hu Shaohang, born in 1977, has a long career in the automotive industry, but his more than 20 years of work experience in FAW Group, nearly 10 years of Audi brand work experience and Hongqi brand work experience, from the Rise of German luxury cars to independent brands can see Hu Shaohang's shadow, according to relevant automotive people, 45-year-old Hu has a restrained personality and a down-to-earth officer-type leader.
In the official document, hu Shaohang said that in the future, Hu Shaohang will accelerate the series of changes being carried out by FAW Toyota, leading FAW Toyota to a new stage of annual sales of one million units and a cumulative total of tens of millions of units.
At the 2020 Guangzhou Auto Show, Hu Shaohang said: "FAW Toyota's million target is set to 2022, at present, the automotive industry is experiencing unprecedented changes in a century, the new four transformations are unstoppable, the demand for electrified vehicles is growing, by 2025, FAW Toyota will all launch electrified versions of the models on sale." ”
Toyota pure electric road, not smooth reluctance ~
In Toyota's new energy development concept, it is hoped that by achieving the leapfrog development from dual engine power (HEV) to hydrogen energy (FCEV), directly skip the step of pure electricity, but the current new energy market is obviously based on pure electric power, so Toyota also has to "stay" down to develop pure electric models. In order to better promote the research and development of pure electric models, it has also signed a cooperation agreement with BYD.
Honda Motor: Pure electric genes and brand mismatch
As one of the global leaders in the field of hybrids, Honda is the slowest car company in the electrification process among the three Japanese giants. Relying on hybrid hybrid technology, Honda can be said to be thriving in the field of hybridization, but it is reluctant to use the core technology of electrification in the development of electric vehicles, resulting in its failure to come up with a decent new energy model in the new energy market.
Takahiro Hachigo also stressed: "Honda's goal is to reduce carbon emissions, not to produce electric vehicles in order to have electric vehicles, so hybrid systems will also be Honda's focus on the development direction."
Honda's new energy industry planning began in 2016. According to the plan, by 2030, Honda's electrified series will account for two-thirds of its global car sales, or about 65%. Hachigo Takahiro expects that 10%-15% of the sales of these 65% electrification products will come from pure electric models, and the remaining 50%-55% of sales will be from hybrid models and plug-in hybrid models.
(Honda President Toshihiro Mibe)
On April 12, 2021, Honda Motor Corporation announced that it will spend 5 trillion yen (about 253.4 billion yuan) over the next 10 years to electrify products and develop software, aiming to launch 30 new electric models worldwide and increase production capacity to 2 million vehicles per year by 2030.
"In 2030 and beyond, pure electric vehicles will be popular, and we will have small, medium and large platforms, and cover all market segments based on these three platforms," Mibu said. ”
Whether it is Guangqi Honda Polar Pov e: NP1 or Dongfeng Honda e: NS1, at present, Honda has only launched a pure electric model called Honda E overseas; the car is mainly oriented to urban commuting, with a comprehensive endurance of about 220 kilometers.
(GUANGQI Honda Concept VE-1)
(Dongfeng Honda X-NV)
In addition, Honda has also launched two special models for the Chinese market, namely the Guangqi Honda Concept VE-1 and the Dongfeng Honda X-NV, which have a comprehensive endurance of about 400KM.
In 2021, in the World's fastest growing Chinese market for electric vehicles, Honda officially released its electrification strategy, in today's so many other new car-making forces, Chinese brands have not grown at a high speed, Honda's step-by-step and mainstream market seems out of place. From this part of the strategy point of view, Honda has a sense of urgency, but it seems very helpless.
If careful friends know that this electrification has a key point in time, that is, in 2024, Honda's new pure electric vehicle factory in China will start production. Before that, what was Honda's electrification?
Honda's all-electric architecture e:NArchitecture includes the e:N Architecture F for the front drive and the e:N Architecture W for the rear drive/full drive. For electric platforms with flexible motor positions, this approach is completely out of line with common sense.
That is to say, Honda's front-drive electric platform is still essentially based on the transformation of fuel vehicles. This can be seen from the shape of the battery, the layout of the whole vehicle, and the proportion of the body. More precisely, the two new cars born on the front-drive electric platform, the Dongfeng Honda e:NS1 and the Guangqi Honda e:NP1, are pure electric versions based on Honda's new HR-V (that is, the domestic Binzhi/XR-V). The previous generation of the two models was the Dongfeng Honda X-NV/M-NV and GAC Honda VE-1 without hanging Honda standards.
As for the rear drive/full drive platform, from the perspective of the battery arrangement, it should be a native pure electric platform. However, honda's three concept cars that can only reflect the design style cannot be seen at present.
Considering Honda's previous electrification process and Honda's announcement that it will put into operation at a new pure electric vehicle plant in China in 2024, the original pure electric vehicle based on the rear-drive/front-drive platform will not be able to figure out whether Honda is a false shot or a real gun after 2024.
This can explain why Honda still wants to "change oil to electricity", and it can also explain why Honda uses marketing to package these two models as "born from the front-drive electric platform".
Because in the future years of the rapid development of China's electric vehicle market expectations, Honda needs enough competitive electric vehicles to participate in the competition. The newly developed native electric platform, if it still takes three years to achieve mass production, in these three years, Honda can not sit idly by the opponent development, and its own empty hands.
Therefore, Honda will accelerate Honda's electrification cognition in the minds of consumers by means of technology for fuel platform transformation, front-drive and rear-drive/full-drive technology brand marketing, so as to complete the transition period before the mass production of native pure electric vehicles in 2024.
This is the most balanced solution that Honda can make in the current practical situation.
Honda's impression of Chinese consumers has always been the most sporty and radical, but it is also the one that is relatively unsatisfactory in terms of configuration, technology and texture, and this impression has reached its peak during the previous generation of Fit and Civic. But soon, I didn't want to have this impression on the new generation of products of the two models, but I came to the edge of the cliff in terms of reducing allocation and cutting corners.
Guangqi Honda, can only put satellites!
In fact, in 2021, from the then GAC New Energy (Aeon) took a GAC Aeon S and replaced it with GAC Honda's first pure electric car EA6.
Gac Honda's external caliber is: as the first pure electric car introduced by GAC Honda to GAC shareholders, the EA6 was developed by GAC Research Institute based on GAC Honda's advanced and young brand connotation, and optimized and upgraded in combination with the user experience of GAC New Energy products. In fact, from the perspective of sales, it is very bleak, and there is no big difference between selling and discontinuing.
Gaqi Honda e: NP1, even in order to appear more grounded, but also more convenient for Chinese consumers to remember, GAC Honda is also very pragmatic to e: NP1 to take a Chinese name - polar pan 1.
In the words of Zheng Heng, executive deputy general manager of Guangqi Honda, "the ultimate is boundless, surging by you." At the scene of the new car conference, Zheng Heng was very high-profile. Gac Honda's road to pure electricity is not decent, the early concept car and GAC Acura fell to the brink of delisting, e:NP1 polar 1 began to put satellites again.
(Zheng Heng, Executive Deputy General Manager of Guangqi Honda)
And the speculation about this oil to electricity has not stopped, e: NP1 polar pan 1 is indeed based on the fuel version of Binzhi, the appearance of the design is more futuristic and technological sense. The large screen in the car is very "killing Matt", and the intelligent network connection will have a qualitative leap compared to Honda's own fuel vehicle products, but it is still incomparable with domestic cars and new forces.
The cramped spatial performance in the back row further deviates from the propaganda of GAC Honda's electrification platform, and Zheng Heng, executive deputy general manager of GAC Honda, has publicly said many times: "The electrification plant built by GAC Honda for electric vehicles can only be completed and put into operation in 2024." In this way, e:NP1 polar pan 1 is at best a transitional product of "oil to electricity".
For Zheng Heng, it is impossible to continue to serve in the position of the number one of GAC Honda for so long, and during Zheng Heng's tenure, it is impossible to see the pure pure electric model of GAC Honda, and it is destined to be a person who goes to tea and cool.
Japanese Management:
Guangqi Honda Automobile Sales Co., Ltd. First Business Headquarters Copy Director and Sales Department Director Amano Shonori;
General Manager of GAC Honda Automobile Co., Ltd. General Manager of GAC Honda Automobile Sales Co., Ltd. (concurrently) Katsuyo Moriyama;
(Yuan Xiaohua, Deputy General Manager of Guangqi Honda Automobile Co., Ltd.)
Yuan Xiaohua, deputy general manager of Guangqi Honda Automobile Sales Co., Ltd. and head of the first business headquarters.
Dongfeng Honda e: NS 1, not convincing enough!
Indeed, on the basis of the fuel version of XRV, the appearance of the design is more futuristic and technological, adding a large screen to kill Matt, is Honda the previous M-NV oil to electricity routine again. The Eleventh Generation Civic and the upcoming new XR-V are both products born under this system, and future Honda models will be built under this system.
Honda's approach is the same as Toyota's, pushing platforming, and Toyota's TNGA architecture, which is called Honda Architecture, which can take into account fuel, hybrid and pure electric powertrain.
In the future, almost all of Honda's new cars will be born under this architecture. So strictly speaking, the e:N Architecture F used by e:NS1 is actually born out of the small and medium-sized vehicle architecture in Honda Architecture, and the new generation of XR-V is based on this platform.
In February this year, Honda announced a new generation of HR-V (domestic Binzhi, XR-V), and it is clear that Dongfeng Honda's e:NS1 released this time is based on a new generation of HR-V. The sense of technology is all built on the big screen.
As far as the mass production car is concerned, in addition to the Honda e's boutique car that sells well in the European market, Honda has only completed the evolution from a simple oil to electricity to a platform that takes into account the oil and electricity on the evolution road of the electrification platform.
(Zheng Chunkai, Executive Deputy General Manager of Dongfeng Honda)
At the 2019 Guangzhou Auto Show, Zheng Chunkai, executive deputy general manager of Dongfeng Honda, said: "Emphasizing that 2019 is the first year of Dongfeng Honda's electrification, the launch of the first pure electric SUV is the first step in its electrification strategy." "XN-V is an epochal milestone." Netizens joked: oil to electricity can still be called a milestone, even in 2022, e: NS1 or oil to electricity, really a joke.
Dongfeng Honda management, 2022 is the 19th year of Dongfeng Honda's entry into China, and it is zheng Chunkai's 37th year in Dongfeng. Zheng, who graduated from Shanghai Jiao Tong University in 1985 with a major in ship power and entered the diesel engine factory of Dongfeng Cummins' predecessor, is considered an "old Dongfeng man".
In January 2018, Zheng Chunkai was promoted to executive deputy general manager of Dongfeng Honda, as of now Zheng has been "at the helm" of Dongfeng Honda for 4 years, the first three years, whether in 2018, when the "machine throttle" incident broke out, or in 2019, when the entire auto market was down, and in 2020, when the new crown epidemic broke out, Zheng Chunkai and Pan Jianxin's partner Dongfeng Honda grew against the trend, and fuel vehicles and hybrid vehicles also made the pair popular.
And electrification has achieved nothing, stuck neck, or the work time is too long, career is an internal combustion engine car, do not know anything about electric vehicles? In October 2019, Dongfeng Honda launched its first pure electric vehicle, the small SUV X-NV, and public data shows that monthly sales are only a few dozen units.
Dongfeng Honda's second pure electric vehicle, the M-NV launched at the end of 2020, positioned as a small SUV, sales can be better, but the total sales in 2021 is less than 6,000 units, an average of only about 500 units per month. The sales of these two pure electric vehicles, combined, are less than 1% of Dongfeng Honda's total sales, almost negligible, such achievements, really make Zheng Chunkai and Pan Jianxin on the surface of the lightless.
(Pan Jianxin, Deputy General Manager of Dongfeng Honda Motor Co., Ltd.)
It is not surprising to see obvious "oil to electricity" traces on the Dongfeng Honda e:NS1. The charging port placed at the front of the car and the irregular battery pack that accommodates the space of the crude oil tank all indicate that this pure electric architecture needs to be shared with the oil car and forced to make compromises, and the suspension configuration is a double-layer stamped steel plate McPherson front suspension + torque beam rear suspension, full of the taste of the oil car, and not advanced enough.
About honda electrification~
Because of the late start, the research and development process was delayed, resulting in Honda's pure electric vehicle support scene through the transformation of fuel vehicles through the transformation of fuel vehicles before the exclusive platform pure electric vehicle factory was put into production in 2024. Although the real Honda pure electric platform e:N Architecture W is not physically displayed, it is a real pure electric platform from the official data map.
Forced by policy pressure for the Chinese market to launch several "oil to electricity" models, although to fill the gap in Honda's field of electric vehicles, but has become a hidden danger of Honda's consumption of brand power, even if the future launch of native electric vehicles, it is still inevitable to make people feel uneasy.
The problem that the similarity between Dongfeng Honda e:NS1 and Guangqi Honda e:NP1 is too high, and looking at the dual vehicles launched by Volkswagen and Toyota in recent years, we can indeed feel that multinational car companies are not as favored as they were when they delivered products to two joint venture partners at the same time. With the financial pressure of R&D investment and the rapid iteration of the Chinese market, Chinese consumers are no longer friendly and no longer fooled by the same brand and the model of two car companies.
Nissan: Get up early in the morning, but don't want to rush to the market
As the first Japanese car company to start electrification, Nissan's first pure electric vehicle in 2010 was leaf Leaf, but since then it has been the only one, to know that Musk was still busy for Tesla listing, the momentum once pressed the environmental label, taking the hybrid route of Prius.
As early as 2011, Leaf entered the Chinese market in a full import fashion. Auto industry insiders said: The failure of the Leaf is the result of both product strength and market power, at that time, at the price of an imported car of 300,000, the use of hatchback shape and 160KM endurance, in 2011 China's pure electric vehicle production was only 5655 units, indeed out of time.
Leaf made a makeover, and in 2014 the "Venucia Morning Wind" came. Strictly speaking, Venucia Morrowind is the first mass-produced pure electric model in the Chinese market. The starting price of 247,800 is comparable to the imported Leaf, in addition to the difference in brand, and then the symbolic increase in endurance to 180KM. Whether it is the Nissan Leaf or the Venucia Morning Wind, they all got up early in the morning and rushed to a late set.
Nissan Xuanyi has always dominated the domestic car market as a national car, but Nissan put the pure electric system of the Leaf on the national car to launch Xuanyi pure electricity, thinking of borrowing Xuanyi's influence to brush a wave of existence. However, the reality is quite cruel, when the fuel version of Xuanyi monthly sales of 54348 vehicles, pure electric Xuanyi monthly sales of only 52 vehicles, such a gap is really surprising, however, the failure of Xuanyi pure electricity does not seem to be difficult to foresee.
The fuel version of Xuanyi is to rely on the strength of high cost performance to win excellent sales, but the opening price of Xuanyi Pure Electric is 243,000 yuan in subsidies, and consumers at this price can choose many mainstream hybrid versions of B-class cars, how can they stick to this A-class pure electric model? In addition to the overconfident price, the configuration of Xuanyi Pure Electric also lacks the level of strength that should be there, and it is simply vulnerable in the face of a large number of self-owned brand pure electric models with rich configurations.
On November 29, 2021, Nissan Motor Company announced the "Nissan Vision 2030". It is understood that the vision aims to provide consumers with a more integrated mobile travel experience through the introduction of electric drives and innovative technologies, and to help them achieve carbon neutrality goals.
(Ceo of Nissan Motor Company Makoto Uchida)
Makoto Uchida, CEO of Nissan Motor Company, said: "With a new vision, Nissan Motor will usher in a new era of electro-driving, using advanced technology to reduce its carbon footprint and open up new business opportunities. ”
Nissan Motor plans to invest 2 trillion yen over the next five years to accelerate the deployment of electric drive products and technological innovation, and launch 20 pure electric models and models equipped with Nissan e-POWER technology. In order to better meet the diversified needs of consumers, Nissan Motor plans to launch 23 electric vehicle models by fiscal 2030, including 15 pure electric models.
It is reported that Nissan will launch 8 electric models as of 2022, achieving sales of more than 1 million vehicles, but the core "e-POWER" technology of its electrification development is a range extender system powered by gasoline engines, which is not a pure electric product in the strict sense, which shows that Nissan does not regard pure electric vehicles as the main force of future electrification.
Returning to the Chinese market, Dongfeng Nissan "heavy e-POWER, light pure electricity", under the pressure of environmental protection policies and double integrals, Dongfeng Nissan had no choice but to start the "three-cylinder strategy" earlier, and the new Qijun was equipped with three cylinders, although the external publicity was heavily funded, the sales volume was flat, which once attracted consumer boycott, and then the X-Jun four-cylinder resumed production in Zhengzhou Nissan, but the sales were flat.
(Gao Guolin, Deputy General Manager of Dongfeng Nissan)
The management of Dongfeng Nissan, Gao Guolin, who served as the deputy general manager of Dongfeng Nissan, graduated from the Department of Mechanical Engineering of Xi'an Jiaotong University with a bachelor's degree in engineering in July 1988, and graduated from Zhongnan University of Finance and Economics with a master's degree in business administration in July 1996. He has successively worked in Shenzhen Dongfeng Real Estate Co., Ltd., Fengshen Automobile Co., Ltd., Dongfeng Nissan Passenger Car Company of Dongfeng Motor Co., Ltd., Dongfeng Venucia Automobile Co., Ltd. of Dongfeng Motor Co., Ltd., and Dongfeng Motor Group Co., Ltd.
(Xin Yu, Head of Marketing and Sales Headquarters of Dongfeng Nissan Passenger Vehicle Company)
Xin Yu, head of the marketing and sales headquarters of Dongfeng Nissan Passenger Vehicle Company, graduated from Zhejiang University in 1997 with a major in industrial design, a master's degree in automotive marketing from Tongji University in 2007, a doctorate in business management from the School of Economics and Management of Tongji University in 2014, and an EMBA degree from China Europe International Business School in 2016. Xin Yu joined SAIC Volkswagen in 1997 and has served as Senior Director of Marketing, Senior Director of Sales, and Senior Director of High-end Vehicle Marketing.
(Zhang Jihui, Deputy Head of Dongfeng Nissan Marketing and Sales Headquarters)
Zhang Jihui, deputy head of the marketing and sales headquarters of Dongfeng Nissan Passenger Vehicle Company, has successively served in Dongfeng Motor Company, Dongfeng Motor Trading Company, Dongfeng Shenzhen Real Estate Company, and Dongfeng Nissan Passenger Car Company. Since 2018, he has formed a marketing executive team with Xin Yu.
Until the official release of Ariya in 2020, it has not yet entered China. From Leaf to Xuanyi Pure Electricity, Nissan has been difficult to improve in the field of pure electricity, and the aura of "Technology Nissan" seems to no longer exist in the field of new energy, and relying solely on cost performance and reliability to maintain sales is indeed not a long-term solution.
Mitsubishi Motors: Both internal combustion engine and pure electricity lose!
At the beginning of 2022, the Renault-Nissan-Mitsubishi Alliance officially released its 2030 development initiatives. Among them, Mitsubishi Motors will introduce two new models in the European market, including a new ASX based on Renault models. Over the next five years, the alliance plans to invest 23 billion euros in electrification and launch 35 new pure electric models by 2030. Among them, 90% of the models will be produced on the five general-purpose pure electric vehicle platforms, covering most major markets in the core area.
In the Chinese market, Mitsubishi, the era of fuel vehicles from Changfeng to Southeast Mitsubishi, and then to GAC Mitsubishi, which was established ten years ago, tossed and turned, missed the opportunity back and forth, at the junction of this pure electricity and fuel era, it is very embarrassing.
Gac Mitsubishi, which was established in 2012, has been late in its electrification and launched its first joint venture hardcore pure electric SUV, Atuka.
Atuka is a product that combines the genes of the Mitsubishi brand and the technology of THE GAC Group. Although it is not a "oil to electricity" model, Artuka is based on GAC's latest GEP2.0 + pure electric exclusive platform, so it is a work that integrates the new energy technology of GAC Group and the design concept of Mitsubishi.
(Li Quming, Executive Deputy General Manager of GAC Mitsubishi )
In August 2018, the management of GAC Mitsubishi transferred Li Quming from his job position for 32 years and appointed him as the executive deputy general manager of GAC Mitsubishi. Li Quming has not been the executive vice president of GAC Mitsubishi for a long time, and the elderly of GAC Group. GagaKu-Mitsubishi, as a latecomer, was founded only 7 years after Li Quming took office.
In 2014, GAC-Mitsubishi Motors sold only 50,000-60,000 units, and by 2016, after the launch of Outlander, sales doubled compared with 2015. With a single model launched and maintained only by a volume product, ORLAND, GAC Mitsubishi has not opened up the situation in the Chinese market. After Li Quming took office, GAC Mitsubishi successively introduced Products such as Yige and Jinxuan, enriching the SUV product line, even if you count the atuka that just launched the pure electric SUV Atuka, in total, even so, GAC Mitsubishi's products are still too few compared with competitors.
(Lv Guojie, Deputy General Manager of GAC Mitsubishi and Director of sales headquarters of the sales company)
Gac Mitsubishi Automobile Co., Ltd. deputy general manager and sales company sales headquarters director Lv Guojie, can also be regarded as the old man of GAC, there is not much public information, in 2001 GAC Group subsidiary Guangzhou Changli Automobile Sales Co., Ltd. was established, Lu Guojie served as the legal representative as CEO, in 2007, Lv Guojie was appointed as the chairman of a national Guangqi Honda 4S store under Guangzhou GAC Changxin Automobile Sales Co., Ltd. - Guangben Changxin Store.
In 2014, Lv Guozhi served as the general manager of Guangben First Store, and in 2015, Harbin Changqing Boshi Automobile Sales Service Co., Ltd. was established, with Lv Guojie as the legal representative. In 2016, as the general manager of Guangzhou Honda Automobile First Sales Co., Ltd., Lv Guojie was rated as the national automotive e-commerce pioneer enterprise - the star of the automobile market. It was also included in the list of stock option incentive plans of Guangzhou Automobile Group Co., Ltd. in 2014 and 2016. In the first half of 2017, Lu Guojie served as the director of the automobile business department of GAC Commercial and Trade, and at the end of 2017, he also served as the assistant general manager of Guangzhou Automobile Group Trading Co., Ltd. In 2020, GAC Aegean Xinjie Experience Center was opened, and Lu Guojie served as chairman.
Not to mention pure electric models, even the most basic fuel market is difficult to maintain for a long time.
Mazda Cars: Can't put down the internal combustion engine, can't match pure electricity!
At present, Mazda has only one pure electric model on sale, the CX-30 EV, which is still an "oil to electricity". Mazda will complete the development of a new pure electric platform, skyactiv EV (Chuangchi Blue Sky EV), by 2025, which can be shared by hatchbacks and large SUVs.
Mazda plans to launch a number of models based on the new architecture in the short term, bringing three pure electric vehicles by 2025. In fact, Mazda still has not given up the internal combustion engine, and by 2025, Mazda will launch five new hybrid models and five plug-in hybrid models. The new internal combustion engine models will continue to be based on the scalable Skyactiv platform. Just in the first two years, Mazda was still focusing on the research and development of internal combustion engines, and even launched a compression-ignition engine model.
On August 24, 2021, Mazda, Changan Automobile and China FAW reached a consensus on the "merger of two horses", leaving only Changan Mazda in China. Recently, Ryoji Takahashi is vice president of marketing sales and general manager of sales branch of Changan Mazda Automobile.
(Wang Hui, Executive Vice President of Changan Mazda Automobile Co., Ltd.)
Changan Mazda Chinese management, Wang Hui is the executive vice president of Changan Mazda Automobile Co., Ltd. Mr. Wang Hui joined Changan Automobile in 2003 and has successively served as the deputy director of the Process Planning Institute of the Process Technology Department of the Research Institute, the director of the Strategic Planning Department of the Strategic Planning Department, the director of the new business coordination project team of the Strategic Planning Department, the director of the company's office, the executive vice president and party secretary of Changan Mazda Engine Co., Ltd., and the person in charge of the Changan Mazda new energy cooperation project.
(Wu Xuxi, Executive Deputy General Manager of Changan Mazda Automobile Sales Branch)
Today's Changan Mazda's old products are seriously under-competitive, coupled with the lack of continuous supply of new products.
The editor has something to say:
If you want to talk about the technical level of building an electric car, Japanese car companies should not be inferior to anyone at all. Toyota, Honda, Nissan, as the three giants of Japanese cars, each of them is a leader in the field of fuel vehicles, but in the process of electrification of new energy, it is the same stagnation. Not to mention the marginalized Japanese niche brands such as Mazda and Mitsubishi, the chances are slim.
In the face of new car-making forces and the emergence of independent car companies in the field of electric vehicles, the share of fuel vehicles of joint venture brands will continue to shrink. In the era of electric vehicles, users pay more attention to the power system of products, intelligent experience, etc., and this is a change in product thinking that is difficult to achieve in a short period of time for Japanese car companies that have always been linear thinking.
If you want to rewrite your name on the new energy vehicle track, Japanese car companies need time, or maybe a change of concept.
If you do not adjust the direction of the enterprise, it will be the large enterprises of these traditional eras on the road of pure electrification