Text\Blue Cham
An interesting phenomenon, although not a "new force" in the traditional sense, but GAC Aeon seems to be moving closer to the "new force" at the moment, and deliberately emphasized this point when releasing the sales ranking, its intention is very obvious.
In fact, at the previous annual report conference of GAC Group, Feng Xingya, general manager of GAC Group, said, "What should be the goal of Aeon's mixed reform at least? Change the current 'Wei Xiaoli'" to 'Ai Xiaowei'".
That is to say, Aeon wants to talk about short and long with Xiaopeng and Weilai, as for traditional brands such as "BYD", sorry, we are not a track. Although there are some A Q, at least in the publicity can still catch some eye-catching points.
Taking April sales as an example, Aian's monthly sales reached 10,212 vehicles, ahead of new forces such as Zero Run, Xiaopeng, Nezha, and Weilai, and compared with these brands, their sales are indeed good.
However, for this kind of comparison of "avoiding the real and making the virtual", the author does not dare to agree.
On the one hand, as we all know, GAC Aean was born out of the GAC Group, and its birth background also depends on the state-owned enterprise of THE GAC Group, which is a brand born with a "golden spoon", similar to the Jihu of BAIC Group, Feifan of SAIC Group, and Lantu of Dongfeng Group. These brands are obviously different from the "new forces of Internet car manufacturing" that have crossed the border from self-made social financing, such as Xiaopeng, Ideal, Weilai, weima, etc., and generally refer to these "new forces of Internet car manufacturing" when talking about "new forces".
On the other hand, although There are similarities between Aeon and the "new forces of Internet car manufacturing", such as market layout, scientific and technological innovation, institutional mechanisms, ecological strategies, etc., there are similar "new forces" such as Wei Xiaoli, and there is still some "donkey lips not on the horse's mouth" taste. If you follow the division of Aeon, the author believes that such as BYD's ocean, the Great Wall's Euler, The Geometry of Geely, as well as beiqi polar fox, SAIC Feifan, Dongfeng Lantu, etc. can be called "new forces". However, if this is the case, what is the point of not distinguishing between "new forces"?
For Feng Xingya, general manager of GAC Group, who has been deeply involved in the automotive circle for many years, it is impossible not to know such a situation, so why does GAC Aian have to paste on the new strength?
I think it's mainly a publicity need.
In the first quarter of the new energy vehicle sales ranking of the Association, GAC Aeon lagged behind BYD, Tesla, Wuling and Chery, ranking fifth, and performed decently. However, as a so-called "new force" compared with Xiaopeng, Ideal, Weilai, etc., it is the first, and it is better to say it, and it also has a certain boost to its sales, which is conducive to seizing more consumers' mental share. However, for industry insiders who know the ins and outs of GAC Eian, this selectivity is more or less "covering the ears and stealing the bell".
Needless to say, the product is the ship, the marketing is the sail. Saying that Aean claims that the new force of car-making is self-packaging or self-packaging, whether it is a cover-up or a bell, no matter how it is publicized, consumers ultimately look at the product and brand performance, especially for increasingly mature consumers, whether a brand can succeed or not, in the final analysis, is based on the performance of the product, in addition to the level of marketing.
From the current product point of view, GAC Aeon has launched several new energy vehicles such as AION S, AION V, AION Y, AION LX, etc., covering the category of compact and medium-sized vehicles, and has begun to take shape from the product matrix. However, compared with the new car-making forces such as Xiaopeng, Weilai and Ideal, although there are many products, the main sales models are mostly concentrated in the low-end market, that is to say, the gold content of its sales structure is lower than that of Wei Xiaoli.
For example, GAC Aian's current main sales model AION S is priced at 139,800-179,800, AION Y is priced at 137,600-189,800, while Xiaopeng P7, the main sales model of Xiaopeng, is priced between 230,000 and 430,000, the main sales model ES6 of Weilai Automobile is priced in the range of 340,000-510,000, and the price of the ideal main sales model, the ideal ONE, is 349,800. Obviously, although GAC Aean's sales can surpass that of the new car-making forces, it is more of a price-winning victory, and it cannot be the same as the above-mentioned new forces in terms of sales structure and gold content.
At the same time, in terms of development, Aean also faces some twists and turns. For example, in terms of technical reserves, Aian's so-called clip battery, graphene-based super fast charging battery, etc. have caused some controversy in the industry, and AION S is suspected of locking the power endurance shrinkage problem and even once pushed it to the top 10 of the monthly complaint list of the car quality network. However, these problems actually have a limited impact, and as long as they are properly resolved, they will not affect the overall situation of GAC E-AN.
Write at the end:
In the author's opinion, at present, GAC Aean and the new energy brands launched by traditional manufacturers do have a good performance, whether it is sales or product matrix are more comprehensive, in this context, GAC Aean should have the courage to face Tesla and BYD, it is not necessary to "self-style new forces", but it is not confident enough.
(This article is originally produced by the editorial department of [Auto Industry] New Media, the author of this article is Lan Zhan, and the source should be indicated when reprinting)