The rebirth of Zhidou Automobile: Geely Emma joins hands to resurrect the former king of new energy vehicles
Once upon a time, Zhidou Automobile can be described as a dark horse in the field of new energy vehicles. As one of the earliest enterprises to enter the field of new energy vehicles in China, it began to sell cars overseas in 2012, and three years later, it became the domestic pure electric vehicle sales champion with an impressive result of 23,000 units. Zhidou, who once had unlimited scenery, how did he expect that in 2019, it would go to the fate of bankruptcy and reorganization?
Now, with the cooperation of Geely Automobile Group and Emma Technology, Zhidou Automobile has finally regained its life. In April this year, Zhidou Automobile launched its first new model "Zhidou Rainbow", which is positioned as a micro pure electric vehicle and will rapidly expand sales with the help of more than 30,000 sales outlets of Emma Electric Vehicle.
The history of the rise and fall of Zhidou Automobile has witnessed the ups and downs of the development of the domestic new energy automobile industry. Its rebirth also reflects the development layout of Geely and Emma in the field of new energy vehicles. As a veteran car company, Geely hopes to strengthen the micro electric vehicle market through Zhidou; Emma, on the other hand, sees Zhidou as a powerful move to expand into the field of four-wheeled vehicles. The binding of interests of the two companies has injected new impetus into the rebirth of Zhidou Automobile.
Behind the rebirth of Zhidou: Geely Emma's strategic layout
The reason why Zhidou Automobile can regain its life is inseparable from the strategic considerations of Geely and Emma. For Geely Automobile, the resurrection of Zhidou is undoubtedly a trump card to enter the micro electric vehicle market.
In recent years, with the continuous expansion of the new energy vehicle market, the market segment of micro electric vehicles has gradually emerged. As a small and affordable means of transportation, micro electric vehicles are not only favored by young people, but also attracted the attention of many middle-aged and elderly people. This is a blue ocean market with unlimited potential.
Geely Automobile's previous layout in the field of micro electric vehicles was relatively lagging behind, so revitalizing Zhidou is undoubtedly an excellent opportunity to make up for the shortcomings. With Zhidou's first-mover advantage and technical reserves in the field of new energy vehicles, Geely is expected to quickly enter this market segment and occupy a place.
Geely's resurrection of Zhidou also has a far-reaching strategic consideration. As a long-established car company, Geely is accelerating its global layout. Zhidou Automobile has certain sales channels and export experience in overseas markets such as Europe, which will undoubtedly add fuel to Geely's globalization process.
The joining of Emma Technology is more out of commercial interests. As a company focusing on electric two-wheelers, Emma has been looking for opportunities to expand into the four-wheeler segment. Zhidou Automobile is undoubtedly an excellent entry point, and Emma can quickly enter the four-wheeled electric vehicle market with the help of Zhidou's technology and resources.
The road to the rebirth of Zhidou: opportunities and challenges coexist
Throughout the rebirth of Zhidou Automobile, opportunities and challenges coexist. On the one hand, with the strong support of Geely and Emma, Zhidou has obtained unprecedented development opportunities; But on the other hand, it will also face tremendous pressure from the market and competitors.
From the perspective of market prospects, micro electric vehicles are indeed a blue ocean. As the urban population continues to grow, the demand for mobility will increase day by day. As an affordable, convenient and flexible way of travel, micro electric vehicles will surely attract more and more consumers.
Policy dividends will also bring new impetus to the development of micro electric vehicles. In recent years, the national and local governments have introduced a series of preferential policies to encourage the development of new energy vehicles, such as exemption from vehicle purchase tax and subsidies for car purchase costs. This will undoubtedly further boost consumers' desire to buy micro electric vehicles.
Opportunities often mean challenges. Although Zhidou Automobile once dominated the field of new energy vehicles, today's market pattern has undergone earth-shaking changes. The rise of emerging car companies such as BYD, Xiaopeng, and Weilai will undoubtedly bring huge competitive pressure to Zhidou.
What's even more tricky is that even in the micro electric vehicle segment, Zhidou will also face a double attack from traditional car companies and emerging new car manufacturers. Old car companies such as Chery and Changan, as well as Internet companies such as Xiaomi and Xiaopeng, have joined the competition for micro electric vehicles.
To fight its way out of such a fierce competitive environment, Zhidou must give full play to its own advantages. On the one hand, it is necessary to use its own technical reserves as a veteran of new energy vehicles to occupy an advantage in product quality and mileage; On the other hand, it is also necessary to take advantage of the channel advantages of Geely and Emma to make great efforts in the layout of the sales network.