A few days ago, Cui Dongshu, secretary general of the Association, issued a document saying that in the first quarter of 2022, China's new energy vehicle market has accounted for 59% of the world's share. With multiple rounds of policy promotion and huge market demand, it is not surprising that China can become a "fertile soil" for foreign car companies to penetrate the field of new energy and nurture new forces. In just a few years, the Chinese market has transformed from a "dark horse" in the post-fuel era to a gathering place for new energy, which is simply faster than the replacement of classic models (the replacement cycle of classic models is generally 5-8 years).
However, a number of emerging forces bred in the new energy environment, forced by the pressure of rapid market changes, will inevitably escape the endless criticism. Counting the new car-making forces that have come out in recent years, perhaps the "Li Xiaowei" are still talking and laughing, actively discussing how to deploy the next product plan; the "state-owned enterprise rookies" represented by Lantu and Jihu, with strong financial support and years of experience in car manufacturing, have made a careful plan for the future. But under the same circumstances, there are many short-lived examples.
You may remember the promising K50 with the "dragonfly logo" attached to it, with a supercar structure, and a wind-pulling figure galloping through the streets. The encounter may have left a very deep impression on you. However, with the passage of time, even the future car showroom in the northwest district of Taikoo Li in Sanlitun has been ruthlessly cleaned up and has now become the home of Xiaopeng Motors.
However, the pace of time has never been hindered by any external factors, and the promising car that seems to disappear into the crowd has once again been resurrected with "full blood" and returned to the public's vision.
The "second war" of the future car should start from the "an undefined press conference" on May 3. The primary purpose of the meeting was to announce that its parent company, Great Wall Huaguan, had signed a formal merger agreement with SPAC (Special Purpose Acquisition Company) and planned to complete the restructuring and go public in December this year. It is worth mentioning that Future Auto, as an important asset component of Great Wall Huaguan, will go to an overseas IPO at that time, with a pre-investment valuation of US$1.25 billion. This also indicates that in the new energy vehicle market in 2023, a number of new forces will usher in a familiar old rival.
However, after the reorganization, the future car, as always, chooses a high-end personalized route. However, in order to meet the audience groups that pursue individuality, Qianye has adopted an unprecedented "private customization" model to strengthen the outstanding advantages of the overall product force in the form of personalized services.
In layman's terms, it is that the future of future auto will no longer provide traditional fixed vehicle configurations such as "entry-level" and "flagship version" to the terminal market, but will scatter and disrupt the subdivision configuration to achieve a high degree of user freedom to configure custom services. In addition to providing a variety of conventional car paint color matching and material customization solutions, the specific customization project also extends to include the number of motors, the number of batteries, the mileage and the internal structure. With such a multi-dimensional customization option, for users, they can not only choose the appropriate customized solution according to their actual needs, but also further expand more potential users without intervals and gaps.
In fact, Qiantu Auto provides a total of three customization levels for the "private customization" model, in addition to the "mechanical" customized form of the above users, it also provides "one-to-one" design services with designers. Different from the first layer, users no longer need to choose from a fixed configuration list, but directly participate in the development and design of the product, and can add their own ideas to the final presentation of the product to seek a unique vehicle that belongs to the user.
At the same time, with the current reserve of automobile design resources, Qiantu Automobile promises to start from the planning of the vehicle, the model positioning and definition in the early stage of the design, and choose to co-create with the user, which directly determines whether the next car in the future is a sports car or an off-road vehicle, or a convertible version or a hard top version.
Interestingly, one of the three customization levels provided by Future Auto can also find corresponding customization solutions in other brands. For example, the fixed form of custom configuration services, Gaohe and Ji Kr have been adopted; the "one-to-one" form of customization services with designers has long been regarded as a major outstanding advantage of brand power by most ultra-luxury brands; and most brands are currently emphasizing the concept of "user co-creation". However, the three customized levels are uniformly packaged on a brand, and the future is indeed the only one at present, which may be the future after the reorganization, and it is a major advantage in the future competition in the high-end new energy market.
In the past, the K50, the only one to achieve mass production and listing, has become the only impression of the future brand with the "dream version" of the supercar. What is less known is that due to the shortage of capital chain in the future of 2020, the second model K20, which was originally the ultimate mass production and expected to be released, was directly strangled in the cradle.
Also with the help of this "undefined press conference" opportunity, the former "rotten tail project" K20 is finally expected to usher in a second release, and from the poster picture, it is basically determined that it maintains the original styling design. Just over two years later, this pure electric small steel cannon with a 4.7-second acceleration of 100 kilometers is bound to keep pace with the times on other intrinsic levels other than the concept, right?
Summary: Future Auto has only faded out of the public vision, but it has never completely disappeared from the eyes of the masses. Through this round of press conferences, the capital chain is about to be remedied, the service system is also initially established, and the new car is also moving, depending on how to perform in the actual battle next year.
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