In 2020, when many car brands are haunted by nightmares, we hear more bad news than good news. These car rims are more or less folded in the capital. Without a steady stream of "blood transfusion", it is difficult to put ideas and concepts into real products, and it can't wait for the day of mass production delivery.

Of course, there are also people who are not short of money, such as Evergrande.

Recently, Evergrande has made another fortune in the long-lost automobile circle. On August 3rd, Evergrande Automobile Group released six models of its new energy automobile brand "Hengchi" in Shanghai and Guangzhou at the same time, covering all levels from A to D, achieving full coverage of passenger cars such as cars, coupes, SUVs and MPVs. Releasing the new standards of six cars in one breath caused a great sensation in the automobile circle in an instant.

Then, Hengchi new energy vehicle, which can be called "holding high and fighting high", also opened its own production bases in Shanghai and Guangzhou, and built what industrial 4.0 standards and intelligent production lines, trying to escort the controversial mass production of new cars with the "golden house" factory full of black technology.

The release of six new models in one breath has covered almost all the existing hot-selling product lines of electric vehicles, and the first new car will be mass-produced in just one year. Although it seems to be highly operational, it is somewhat reasonable for Evergrande Group, which has abundant funds.

In the last article, we have explained how great Evergrande is, so we will not repeat the "routine" of buy buy all the way to buy a car: from building a car group to developing and manufacturing the whole vehicle, we will spend a lot of money to buy core technologies, recruit top talents, and strive to cross the threshold of building a car. The importance of money to the new forces of building cars is especially useful in the stage of developing new cars and mass production delivery.

Hengchi said that the factories in Songjiang, Shanghai and Nansha, Guangzhou will be completed this year, and the vehicles will be put into production next year, with the first batch of production capacity of 200,000 vehicles per year. Before reference, Tesla/KLOC-built a super factory in Shanghai in October and delivered domestic models in about one year. 3 precedent, wolf persistence and willingness to spend money, there is also a certain possibility to complete the set goals.

For Evergrande, money can solve nothing, but looking at these six cars on the other hand makes people a little worried.

These six new cars are ultra-luxury D-class car Hengchi 1, pure electric luxury B-class car Hengchi 2, pure electric medium and large SUV Hengchi 3, pure electric MPV Hengchi 4, A-class pure electric SUV Hengchi 5 and A-class coupe SUV Hengchi 6.

From Hengchi 1 to Hengchi 6, we can only classify them as concept cars for the time being. At present, Hengchi new energy vehicle has only announced the overall design, and the more specific details are still unknown, and the product strength needs further testing.

However, in terms of design language, these six cars are completely different. If not all hang the logo of Hengchi, it is difficult to see from which design details that they are the same. Some voices are euphemistically called "Hengchi is not bound by the traditional concept of making cars". Rather, as a new brand, Hengchi's design style is still in the exploration stage, and different designers are responsible for different models. Obviously, Hengchi has not found a unified family style.

It is not a good thing for a brand to have no family style, just like when it comes to kidneys, it thinks of BMW, and when it comes to presbyopia, it thinks of LV. However, different grades of products have their own advantages, and differentiation based on unique family style can successfully shape the image of a product or even a brand.

For Hengchi, there are still many places to explore on the road of building a car. As we discussed before, in the field of new energy vehicles, money can solve a series of problems such as design, technology research and development, production and sales, but it can't directly solve strategic problems such as resource allocation and combination, product market positioning and brand image building.

Just like these six products with different styles, the three-dimensional interpretation of brand image is a long-term topic in front of Hengchi: What is Hengchi in the eyes of users? For example, when it comes to fan marketing, we will think of Weilai, when it comes to the ultimate cost performance, we will think of ideals, and when it comes to Internet smart cars, we will think of Tucki. In contrast, Hengchi's slogan of "Buy in buy buy, Join Together, Circle, Be Big and Good" is somewhat superficial.

Sales channels also need to be improved. Although Evergrande has invested in Guanghui Group, a distributor, expanded its circle of industrial friends and established a joint venture with State Grid, the pace of new products is approaching, and the progress of sales channels needs to be further put on the agenda.

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.