Text | car novel? Green lemon
Less than 30 days after bidding farewell to 2020, SAIC finally threw its "trump card" on the desktop-its No.1 project (L project) was officially announced and named "Smart Machine Car". According to the official introduction, Zhiji Automobile was established by SAIC, Pudong New Area and Ali Group in proportion of 54%, 65,438+08% and 65,438+08% respectively (others accounted for the remaining 65,438+00%).
According to the announcement issued by SAIC in the evening, in order to speed up the building of SAIC's independent high-end intelligent pure electric vehicle brand (smart car), SAIC plans to establish "Shanghai Yuan Jie Intelligent Technology Equity Investment Fund Partnership (Limited Partnership)" with Zhangjiang Hi-Tech and Hengxu Capital * * * to invest in high-end intelligent pure electric vehicle projects.
According to the announcement, the total subscription amount of the fund is RMB 7.2 billion, of which SAIC subscribes RMB 5.399 billion, accounting for 74.986%. Zhangjiang Hi-Tech subscribed 654.38+08 billion yuan, holding 25% of the shares; Hengxu Capital subscribed RMB 0.0 1 100 million, holding 0.0 14%. Among them, Zhangjiang Hi-Tech is a state-owned enterprise in Shanghai, and Hengxu Capital is a shareholding enterprise of SAIC (SAIC holds 40%).
This is another large state-owned automobile group that has chosen to start a new business and join the ranks of intelligent pure electric vehicles manufacturing after BAIC ARCFOX, Dongfeng Lan Tu and GAC Ai 'an.
Different from the "disorder" of the domestic new energy vehicle market in the early days (in the early days, it was mainly guided by obtaining state subsidies, and most of the products were put into the travel market, not for the needs of the personal consumption market), with the domestic delivery of Tesla, the domestic new energy vehicle (pure electric vehicle) market really began to get on the right track and fight for product competitiveness.
Of course, although the above-mentioned large-scale automobile enterprise groups are among the best in the domestic automobile market in terms of volume and scale, few people can play their own products simply in terms of market competitiveness of independent models. In this context, it may be the best choice to start a new stove and re-create a high-end brand, but will the new brand become a weapon for these large state-owned car companies to compete with Tesla?
Hardware is easy to build, but it is difficult to change ideas.
Tesla's success naturally has the time advantage of "preemptive strike", but in the view of automobile novels, it is a concentrated expression of leading comprehensive competitiveness including technology, operation and products. In other words, if we look back on Tesla's history, it is not difficult to find that this brand is not only the big hardware of "four wheels+sofa", but also has little intersection with traditional car companies.
According to the practice of traditional established car companies such as ABB, it takes at least 3-5 years for a brand-new model to be put into the market, even if the time is compressed to the extreme. In fact, the prototype test alone will take about 1-2 years. However, according to the style of the new forces represented by Tesla, from 0 to 1 the fastest is only 1 year.
Of course, although Tesla's models are exposed to various quality problems every once in a while, it must be admitted that Tesla is the best choice for users in the pure electric vehicle market at this stage. This is also the fundamental reason why all car companies will take Tesla as the target of bidding.
It is easier to stand on the shoulders of giants than to open up territory by yourself. Tesla's success is not the success of a certain market segment, but the success of the whole system. In contrast, in automobile novels, there is a big gap among BAIC ARCFOX, Dongfeng Lan Tu and GAC Aian (Zhiji Automobile has just announced, but not yet).
First of all, the biggest difference is behind the management. That is, the so-called distinction between inside and outside the system. According to insiders of Tesla's Shanghai factory who introduced automobile novels earlier, it takes several minutes to find and solve problems in Tesla's production process. Even if there is a time difference between China and the United States, it is often possible to wait for a few minutes at most for an email sent at any time. An employee of a car company in the system said when talking about this matter with a car novel, "It is not enough to report to the leaders at the same time."
Although everyone publicly shouted "to compete/surpass Tesla", the understanding of Tesla's essence was not perfect. What kind of company is Tesla? Vehicle manufacturer or Internet technology company? Why do you buy more and more Tesla that looks shabby?
Transforming from a vehicle manufacturer to a travel technology company is not as simple as shouting a slogan. On the one hand, the key is that if the helmsman still stays in the traditional way of thinking, it will be difficult to truly realize the "transformation", and more will be a pile of nondescript industrial waste. On the other hand, whether the top leaders of state-owned car companies can really decentralize. It is easy to say that the work of experts is done by experts, but it is really not easy for a large state-owned car company with huge volume. Leadership-only theory will inevitably lead to "slow decision-making" or "difficult implementation"
Beiqi ARCFOX and GAC Aian are hardly successful.
On June 24th, 2020, 10, at the launch conference of the first production car of BAIC ARCFOX, the automobile novel noticed that there was almost no innovation in both the site layout and the content of the launch process compared with the traditional automobile launch conference. Leaders from all walks of life took turns to speak on stage, which is still the main theme of the conference. As for the essential difference between this new brand and the existing brand, it is not clear. At the press conference, a leader even sang (roared) a song on the stage, which wasted everyone's precious time and made the whole press conference embarrassing to the extreme.
As a contrast of management philosophy, Musk suggested to business managers at the CEO Summit of The Wall Street Journal on February 8, 65438: "I sincerely suggest that everyone who is listening spend less time in meetings, spend less time making PPT presentations or financial statements, and spend more time in factories or communicating with customers."
Obviously, it is unrealistic to ask the leaders of large state-owned car companies to make such a conceptual change at this stage. Based on this, combined with the personal feelings of automobile novels at the above conference, it is difficult for you to have confidence in the future of so-called high-end smart car brands such as BAIC ARCFOX.
In fact, judging from the terminal sales data, the market has given the answer? .
According to the latest data of the Federation, in the month of 165438+ 10, the sales volume of the first production model αT of BAIC ARCFOX was only 94, which is the first natural month for this model to be fully sold since it was listed on June 24th this year. Since its launch, αT has achieved cumulative sales of 485 vehicles. Faced with such data, I must have released myself at the press conference, and the leader who sang a song was also mixed.
165438+1On October 20th, the brand "Guangzhou Automobile Aian" officially announced its independent operation at Guangzhou Auto Show. Does the model on sale include AION? LX、AION？ 5. AION? s、GE3？ Four 530 models. According to the latest sales data released by the Federation, in 20201October, GAC Aian achieved sales of 72 16 vehicles, and in 20201October, the cumulative sales volume was 530 13 vehicles.
Specifically, the tower of eternity? In June, 5438+065438+ 10 sold 5084 vehicles, and in June, 5438+0- 165438+ 10 sold 40229 vehicles. Eternal tower? In June, the sales volume was 5438+0 1 vehicle, and in June, the cumulative sales volume was 9673 vehicles. Eternal tower? LX/KOOC-0/October/KOOC-0//KOOC-0//KOOC-0/Sales/KOOC-0/05 vehicles, with a cumulative sales of 262/KOOC-0/vehicle; Ge sold 26 vehicles in March 5438+065438+ 10, and accumulated 490 vehicles in June 5438+0- 165438+ 10.
As can be seen from the above sales data, although it is more and more abundant on the product side, like Chuanqi relying on a GS4 model, GAC Aian only has Aion? S, this fulcrum.
In addition, according to the automobile novels of official website Zhong, a subsidiary of Guangzhou Automobile Group, it is found that the vehicle purchased by this travel platform is Aion? S. this also shows the eternal tower? S may have less sales data at the C end.
The prospect of Dongfeng Blue Sky and SAIC bosom friend is doubtful.
In fact, the so-called Lantitu created by Dongfeng Group also has many unstable factors.
According to media reports, as a brand of high-end new energy vehicles built by Dongfeng, Lan Tu still chooses "takenism" as its core technology. The Economic Observer quoted a senior official of Dongfeng Group as saying, "Lan Tu and Cyrus have some cooperation in technology, including platforms and power generation."
According to public information, Cyrus' original name is SF? Motor, 20 17 brand established in the United States. One year later, 65,438+000% of the brand equity was transferred to Jin Kang New Energy and renamed Celeste.
In terms of product core technology, we choose to directly apply Cyrus' existing platform technology, indicating that Lan Tu may not have independent research and development capabilities at this stage. In other words, although Lan Tu has been officially released, it is not fully ready. Based on this, it takes some time to verify the stability and personalization of the product.
For the high-standard smart car built by SAIC, especially in the early stage, there is not much information disclosed, so it is impossible to have a more three-dimensional observation for the time being. But judging from its structure, "many people" is not necessarily easy to handle affairs.
According to official data, Zhiji Automobile was established by SAIC, Pudong New Area and Alibaba Group with the proportions of 54%, 65,438+08% and 65,438+08% respectively. Among them, Pudong New Area, as a state-owned enterprise, can be regarded as a concerted action of SAIC, but the entry of Alibaba means that there may be some uncertainty in the future operation of confidant automobile.
The reason why automobile novels make such a judgment is mainly based on another project of SAIC and Alibaba-Zebra Network. At present, the project has been reorganized into Ali Holdings from the initial 45% of both parties (employee shareholding 10%). Behind this, the "confrontation" of various forces will not be launched here. From Ali's standpoint, Che Xin doesn't think that its shareholding in Chi Ji Automobile is a pure financial investment.
An opportunity for the old forces to play cards
As early as 2065438+March 2008, Li Xiang said in an interview with Jingwei Venture Capital Zhang Ying: "Frankly speaking, we only have one chance to play cards. If you don't succeed once, you'll never get a chance to play cards again. Even if you get the money, it's useless, because the supplier won't play with you anymore-this is one of our biggest concerns. "
In fact, the market is the same for these traditional independent car group giants: there is only one opportunity. Although the accumulation of traditional fuel vehicle business will not encounter the supplier problem that Li wants to worry about, if there is no shortage of new brands and models in the market, it will be difficult for consumers to pay enough attention.
The performance of Beiqi ARCFOX and GAC Aian listed through existing production cars in the terminal market is enough to prove this point.
For the above-mentioned independent group army, it may be the best way to catch up with or even surpass Tesla and build a brand-new high-end intelligent new energy brand. However, if one's own strength is not good, or if one's preparation is insufficient, one may not be able to achieve the ultimate goal in time. For himself, it must be a chicken feather; For the market, it is nothing more than a series of industrial wastes.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.