The news of leaving Dongping is undoubtedly a blockbuster for the newly awakened car-making forces, which has disrupted the formation of many "new forces".
Car "top student", the story of Xiang Dongping
Unlike the "cross-border car maker" from the Internet industry, Xiang Dongping's resume is full of the word "car".
1998, graduated from Shanghai jiaotong university, and began to work in the civil science department in Dongping. During his tenure, he served as executive director and sales director of SAIC Volkswagen Brand Marketing Division.
Since then, Xiang Dongping has served as the executive deputy general manager of Volvo China Sales Company in 20 16, in charge of sales and network construction.
In the month of 20 17 and 10, the story of getting on the bus to Dongping began. There are countless "old people" who come out of traditional industries and go to new forces to build cars, such as Ding Lei of Chinese Express.
2065438+On July 3, 20081day, the brand-new high-end brand ENOVATE of Dongping Electric Card Automobile (predecessor of Skycar) officially met with the public; And in 1 1, the Chinese name of ENOVATE brand-skyline was announced. At the same time, the brand also appeared in Sky's first medium and large luxury electric SUV. ME7 .
Electric coffee goes against the sky, and brand positioning counterattacks.
Skycar was founded on June 23, 20 15. The original enterprise name was "Zhejiang Dianka Automobile Technology Co., Ltd." and the brand name was officially changed to "Skycar Technology Group Co., Ltd." until March 20 19.
According to the original plan, in the early days of its establishment, the product positioning of electric coffee cars was mainly concentrated in the low-end and middle-end. Electric coffee EV 10 was officially launched on 20 17 1 1.
However, due to product positioning, configuration and other issues, E-Cafe EV 10, like most "new power" brands, has not achieved good results in the market. According to the data of the association, the cumulative sales volume of EV 10 in 20 18 years was 39 18. Today, the electric coffee EV 10 has been discontinued.
From the perspective of product positioning, the departure of E-Cafe EV 10 is to better position a higher skyline brand, but from the perspective of vehicle sales, the end of E-Cafe era is also forced by "helpless sales".
Sky Age, the Ideal of ME7
For any brand, if you want to sell a good car, you must learn to tell stories. The transformation from electric coffee EV 10 to sky ME7 is undoubtedly "an ugly duckling becomes a swan". However, with Porsche designer Hakan? Saracoglu (currently vice president of Skyline brand design) ushered in a new life soon after the birth of Skyline brand.
Good models need good names! Sky Auto's English name is "ENOVATE", which means the initial intention of constantly exploring beautiful travel, which coincides with the brand founder's point of view.
Similar to most "new forces", Skyline brand has been labeling cars as "smart" since its birth. The brand-new ME7 was officially unveiled at the Shanghai Auto Show in 20 19, with a pre-sale price of 366,800 -38. 18 yuan. However, as of now, Skyline ME7 is still in the testing stage and has not been delivered.
Powerful three-electricity system, design concept of "pioneer reconstruction aesthetics", pilot? Auxiliary system L2+ intelligent driving assistance function, Qualcomm Snapdragon S820A? Prem high-performance chips ... these are the highlights of this "rookie". But in terms of pricing, few consumers pay the bill!
Of course, Skycar also has a more "alternative" approach, which is different from the production mode of other "new forces" looking for factories. Skycar was ready to build its own factory at the beginning of its birth. Up to now, the company has invested 654.38+006 billion yuan to build a factory. Perhaps, this is also the biggest chip for Sky Auto to "beat" other brands.
Of course, the investment in building a factory is not equal to the amount of brand financing. So far, Skycar's financing amount is only 6.5 billion yuan, which is a drop in the bucket for the new forces who spend money like water.
According to the planning of Sky Auto, after the delivery of Sky ME7, the brand will also set up a car experience store, a fast charging station and a mobile service car ... But it was really hard to say how much spare money Sky could have at that time!
It is difficult to move forward, and the ideal is the ideal after all.
In the "new force" of car-making, Skycar is just a small microcosm, and many brands are in the "PPT" stage. According to statistics, in the past 20 19 years, only 10 "new forces" completed mass production delivery, including Weilai, Weimar, Tucki, Nezha and other brands.
For this industry, many people in the industry hold a "pessimistic" attitude, either because of technology or sales. For example, in an earlier incident, Wang Xing, the founder of Meituan, published the "3+3+3+3 survival theory" of the automobile industry.
Among them, "3+3+3+3" are three central enterprises-FAW, Dongfeng and Changan; Three local state-owned enterprises-SAIC, GAC and BAIC；; Three private enterprises-Geely, Great Wall and BYD; Three new forces in making cars-Ideal, Weilai and Tucki.
The decline in car sales will also be called the normal state in recent years. According to the sales data released by the Federation, the sales volume of passenger cars in 20 19 was 20.69 million, down 7.4% year-on-year. Among them, the cumulative sales volume of new car-making forces for the whole year is only 65,700, accounting for only 0.3% of the total number of passenger cars.
However, compared with the data of 20 18, the sales volume of "New Power" 20 19 also increased by 1 16.8% year-on-year. However, their overall performance is not very satisfactory!
Among them, Weilai Automobile, which has received much attention, ranks first among the new forces in car-making with the sales volume of 20,752 vehicles, but the completion rate of brand targets is only half; Weimar automobile, which focuses on the civilian route, sold 16683 vehicles throughout the year, ranking second among the new forces, far from its goal of "65438+ 10,000 vehicles"; The third place is Xpeng Motors, with annual sales of 14 19 1 set, and the completion rate is less than 50%.
It can be seen that it is difficult to succeed by relying solely on "slogans" if you want to mix "famous names" among the new forces. Let's just say that brands such as Weilai, Tucki and Weimar have also seized some market opportunities. So facing the production capacity of 60,000 units in the sky, how much can it be completed after formal mass production?
Mass production is zero, CMO leaves, sales are blocked ... what will happen to Skycar in the future? Perhaps, this can only let time give us an answer. ...
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.