The 2024 Beijing Auto Show has been grandly opened.
Different from previous auto shows, almost all the leaders of several major domestic car companies were present at this auto show.
And Tesla's Musk arrived in Beijing by private jet.
"It's great to see the progress of electric vehicles in China, and all cars will be electric in the future," he said. ”
Although Tesla Motors did not participate in the Beijing Auto Show, Musk's actions were big.
What big move is he brewing on this trip to Beijing?
In 2010, Xiaomi set off a tide of the smartphone industry.
In 2019, with the announcement of bankruptcy of Nut Mobile Phone, only a few giants remained in the mobile phone market: Huawei, Xiaomi, OV, OnePlus......
As the industry matures, the strong-takes-all effect will become more and more obvious.
New energy vehicles will not be an exception.
Wu Xiangjun judges: the future of the new energy vehicle market, must be several major brands competition, survival of the fittest.
At the beginning of the year, BYD took the lead in shouting that oil is lower than electricity, opening a hot price war.
Subsequently, Xiaomi joined, and with a price of 215,900, the "royal three" of the new car-making forces - Weilai, Xiaopeng, and Ideal, have reduced their prices.
After that, the CEOs of major car companies have joined the live broadcast war.
Lei Jun was the first to enter the market and won the first place, followed by Wei Jianjun of the Great Wall and Li Shufu of Geely also directly interacted through live broadcasts to give their own enterprises a platform.
Finally, there is the red-clothed leader Zhou Hongyi, although he does not build cars, but he also earns enough eyeballs for the new energy market with a series of out-of-the-circle words and actions.
Behind the entry of the bigwigs is the anxiety of corporate growth.
At the 2024 Beijing Auto Show, He Xiaopeng, chairman of Xiaopeng Motors, said bluntly: "Mr. Lei's marketing ability is stronger than mine, and Xiaopeng Motors must take the lead in technical strength." ”
And more anxious than He Xiaopeng is Musk.
Tesla's financial report for the first quarter of fiscal year 2024 showed that its total revenue in the first quarter was $21.301 billion, down 9% from $23.329 billion in the same period last year, and the net profit attributable to Tesla's common shareholders was $1.129 billion.
Compared with $2.513 billion in the same period last year, it fell 55%.
In order to reduce costs and increase efficiency and increase sales, Musk first announced a price cut for all models, and then laid off all the marketing teams in the United States.
Immediately after, Tesla made significant layoffs in China to reduce costs.
This time, he came to China to see how Tesla's pressure came from, and what should he do in the future?
Watchmaking: AI automotive manufacturing
The Beijing Auto Show is full of bigwigs, which is not only the anxiety of the screen, but also the dark war behind it.
On April 26th, BYD's Wang Chuanfu and Lei Jun were in the same frame, Wang Chuanfu came to Xiaomi's booth, Lei Jun introduced the details of Xiaomi SU7 in detail to him, and gave Wang Chuanfu a "set":
Lei Jun said that he wants to minimize the things in the car and try to solve it by accessories, and the flexibility will be much better.
Wang Chuanfu said that this needs to be organized.
Boss Lei immediately responded:
"Why don't you take the lead in organizing it?"
"I told Li Xiang and Xiaopeng (He Xiaopeng) yesterday that they were quite willing, and Li Bin also came to discuss it at noon, can we unify the ecology? If it can be unified, the degree of fun will be much higher, buying a car is equivalent to buying a house, you can decorate, you can install what you like, I don't know if you understand what I mean. ”
Lei Jun's idea is actually a continuation of the ecological idea of Xiaomi mobile phones.
A few years ago, Android phones were not universal in transferring files to each other, and each company could only AirDrop for their own devices.
In 2019, Xiaomi, OPPO and other mobile phone manufacturers took the lead in establishing an intercommunication alliance to solve the problem.
However, Huawei did not join at that time.
This is because Huawei claims to have a better technology for mutual communication, Huawei Share, and it also wants to build its own ecosystem that is centered on its own devices.
After all, Huawei's mobile phone market share is already considerable, and it is not necessary or cost-effective to "go high for low".
The same plot can also be brought in on BYD, which is also well-deserved NO.1 in the new energy vehicle industry.
If BYD takes the lead in establishing this alliance, the biggest beneficiary is, of course, Xiaomi, not BYD.
Because the current major car companies do not have the ability to sell ecological accessories, except for Xiaomi.
One of the highlights of Xiaomi's press conference is that it has come up with a large number of ecological accessories, and they can all be bought in the Xiaomi mall, with almost no additional sales costs.
After the unification of the ecology, it is a good thing for Xiaomi. Because users of various car companies can buy accessories in Xiaomi stores.
But BYD is different, BYD's car itself is not worried about selling, so there is no need to increase this selling point.
In addition, BYD's product line is the most extensive, and all of them are compatible and require a lot of adaptation and tuning.
And once the standards are unified, the lion's share of the relevant profits is given to Lei Jun.
What to do, in the face of Lei Jun's affectionate vein, agree, it is equivalent to admitting Xiaomi's spirit of "daring to be the first in the world" and affecting his own status.
If you don't agree, it looks like a small belly and chicken intestines, and there is no pattern.
Wang Chuanfu's CPU ran quickly, and in the end, he didn't answer this question positively.
The business war is not shocking, and it is fist-to-flesh.
The CEOs of car companies are not fools, they want to establish a big alliance to help each other, and behind the scenes, they are also competing for the position of one brother.
Of course, if you look at the world, the first brother of new energy is still Tesla.
Musk's trip to Beijing this time has released a big news - Tesla may launch FSD full self-driving in China.
According to CCTV News, on the afternoon of April 28, Ren Hongbin, president of the China Council for the Promotion of International Trade, met with Musk to exchange views on topics such as the next step of cooperation.
In the evening of the same day, the China Association of Automobile Manufacturers issued a notice, saying that Tesla passed all four requirements for national automotive data security.
This means that Tesla has passed the authoritative standards and requirements for national vehicle data security.
In the future, government agencies, airports, highways and other places are likely to fully lift the ban on Tesla.
The future competition direction of electric vehicles is the degree of intelligence.
So far, the most intelligent is Tesla.
In the past, Chinese consumers were optimistic about Tesla, firstly, because the price was higher than that of domestic products.
The second is Tesla's trumpest weapon, the FSD driving system, which is difficult to land in China.
However, once this issue is resolved, it is likely to hit the market significantly.
At present, the FSD has traveled more than 1 billion miles, and the data collected is huge.
Once Tesla's FSD is implemented in China, Xpeng and Huawei, which are known for their intelligent driving, will face great challenges.
In today's situation where the homogenization of new energy vehicles is becoming more and more serious, everyone is fighting for several fixed dimensions, such as who has a large space, whose shape is good, whose battery life is long, and whose computing power is strong.
And to break through in the homogeneous market.
The first is to compare who can gain insight into the user's consumption pain points.
Xiaomi has insight into the pain points of the Chinese people about the shape of the car, and came up with a design comparable to Porsche, so it has come up with a result that other friends envy in the first battle.
The second is to compare who occupies the technological high ground.
With its system advantages, Apple has eaten all over the world with one move, and the highland of new energy vehicles is the level of intelligent driving.
In the face of Tesla's launch of another impact, the battle of car companies in 2024 will become very tragic.
Can we come up with an intelligent driving system that surpasses FSD, and will Tesla cut prices again?
Domestic new energy vehicles are once again in anxiety.