New energy vehicles have become a new enthusiasm for the automotive industry. Many traditional car companies in China are looking for opportunities to transform into new energy vehicles. The timetable for banned fuel vehicles has entered the countdown stage. Now, domestic cars are welcoming the era of "smart machines". Can China give birth to the next Tesla?
In recent years, the representative products of domestic brands to the world, there are two key words: the Internet and mobile phones. The former allows Silicon Valley to see the second center of the rise of emerging industries, while the latter breeds smart phones other than Samsung and Apple. The third pole. Another core that may emerge in the future is artificial intelligence.
Among them, the strong growth of domestic mobile phones is particularly profound. In just five or six years, it has completely got rid of the “cottage†label and subverted the global mobile phone market. The opportunities behind this are all from the trend of smart phones.
A vent can promote the fundamental change of the low-quality and inferior domestic cottage machine. From then on, the history of the domestic mobile phone industry is rewritten. The current status of domestically produced vehicles is basically similar to that of domestic mobile phones in the functional machine era. Does this mean new? The trend is obvious, is it enough to break the weakness of independent brands in the global auto market?
And this timing seems to have arrived.
New opportunities for domestically produced cars: new energy vehicles have become a new outlet for the industryDespite the large sales volume of domestic auto brands and relatively favorable market conditions, a large number of loyal fans or patriotic pinks of their own brands have emerged in China, but they have to admit that domestically produced cars are still at the bottom of the scorn chain in the auto industry. Generally speaking, the same level of vehicles, the imported cars are higher than the joint venture vehicles, the joint venture vehicles are higher than the self-owned brands, and have not completely changed due to changes in the existing market conditions.
Even more macroscopically, the gap caused by the late start of the domestic auto industry is far from being able to fill in the reverse R&D and take-up of a few years. This can be seen simply from the supply chain.
Take the most important three major pieces as an example. At present, the engine technology used by self-owned brands is mainly supplied by foreign companies. Among them, Mitsubishi Motors is the largest foreign-invested company. The self-owned vehicles using Mitsubishi engines exceed 90% of the total number of independent brands. . The gearbox and the chassis are the same. The source of supply is mainly Japanese, German and American companies. It can be said that the major suppliers of parts for the automotive industry are concentrated in these countries.
This reality directly confirms the dependence of Chinese car companies on foreign core components and the fragile side. Just like this year's GAC Chuanqi was affected by Japan's Aisin and could not help but cut production, once again, it shows the pain of domestic brands subject to suppliers. Moreover, the role of suppliers in the domestic automobile industry does not stop there. It is reported that in some joint venture vehicles or independent brands, from the provision of standards, products to verification, almost all suppliers have taken over, which leads to a lot of loopholes in the manufacturing process. The quality of the car is greatly reduced.
The toughness of suppliers is only a microcosm of the global automotive industry. In general, from automobile design and manufacturing to market sales, foreign companies have already harvested most of the profits of the industry, and the situation has been fixed and difficult to shake. If domestic auto companies want to cross these giants, they may only hope to restart the track, and new energy vehicles may be an opportunity.
According to the data of new energy vehicle production and sales released by the Federation in September, the sales volume of new energy passenger vehicles reached 58,217 units, an increase of 90% over the same period of last year and an increase of 10% from August. Among them, the sales volume of pure electric vehicles was 45,562 units, an increase of 8% from the previous month, and still accounted for 78% of the sales of new energy vehicles, while the plug-in hybrid vehicles sold 12,655 units, an increase of 19% from the previous month, accounting for 22%.
In line with the market reaction, there are also favorable policies. For example, the recently announced double-point management method stipulates that positive points can be carried forward and compensated, and can be transferred among affiliated companies, which is equivalent to directly creating favorable opportunities for new energy vehicles.
The policy is clear and the prospects are promising. The pursuit of new energy vehicles by major domestic automakers has become more apparent. For example, Roewe recently released the Vision E “Light Wing Concept Car†in Shanghai. It is obviously another masterpiece of the independent brand market after RX5. Through this car, you can see SAIC’s trend towards this industry. What kind of layout and determination?
Can SAIC use the Roewe "Light Wings" concept car to become the dark horse next year?Under the current situation, the chances of self-owned brands against foreign traditional automobile giants may be small, but the zero-to-one leap has already proved the determination of major auto companies, and now the competition of independent brands is fierce, especially the emerging of energy vehicles. To create more possibilities for market changes, this will inevitably include the power game of domestic giants such as Great Wall, Changan, SAIC and Guangzhou Automobile.
Looking at the market performance of last year and the first nine months of this year, it can be clearly found that Chang'an, Great Wall and other old qualifications have seen a downward trend in business, while Geely, SAIC and Guangzhou Automobile have relatively increased. Once this situation continues for a long time, the pattern of the first and second echelons of domestic automobiles is likely to usher in new changes, and SAIC is undoubtedly one of the most powerful candidates because of its high growth rate.
According to the sales data provided by SAIC passenger cars in September, from January to September this year, SAIC and the two brands of SAIC passenger cars sold 361,386 new cars, an increase of 88% compared with the same period of last year. According to the planning at the beginning of the year, Roewe and the MG will complete the sales task of 500,000 in 2017. From the current growth situation, it is very likely that the target will reach 600,000 units. Moreover, from the data of the monthly sales growth rate of the five major independent brands, SAIC's own brand is also the fastest growing.
Why is the starting point of SAIC's own brand relatively late, but has a trend of latecomers? Personally, this is mainly because SAIC has finally established its own advantages in the process of continuous trial. The most important point is the industrial design of the automobile. This is especially important in the reality that domestic independent brands are forced to take the cost-effective route.
Take the newly launched Vision E "Light Wing" concept car as an example. This pure electric vehicle is recognized as the flagship product of SAIC in the field of new energy vehicles next year. From the naming, it can be seen that the design core of the whole vehicle revolves around a "light" word, from the Galaxy light ring on the interior glass ceiling to the external ring flash LED light, L-shaped fog light and deep three-dimensional C-type tail light. The whole car does not have a light bulb, but it has become the brightest car in the history of Roewe.
Moreover, "light" is not only brightness, but more important is the combination of light flow, color and other elements with car lines. For example, in addition to the design features of the "winged grille", the piano paint material and parametric texture are added, which seems to surround the stars around the logo. In terms of color, the exterior body color comes from the "extreme night" inspiration, using the purest color in the blue - Klein blue, the interior color is inspired by "extremely", with IP platform as the visual center. It symbolizes the first morning light of the sky.
In addition, the "Light Wing" concept car will also use Roewe's unique "Dongyun West Law" design philosophy, from the three design methods of the whale head swallowtail, double-drive waistline, and fascinating meat, obviously The wing of light puts the oriental charm at the core.
Objectively speaking, the single-view design, the "Light Wing" concept car can be regarded as the most dazzling one in the Roewe series, which once again proves that SAIC Shao Jingfeng and the SAIC DESIGN car design team led by it strength.
The wind is coming, can the independent brand take advantage of the domestic machine?Around 2010 is a turning point for domestic mobile phones. Before this, low-quality and inferior knock-off goods have always been the labels of domestically produced machines. Foreign brands such as Motorola and Nokia have occupied more than half of the domestic market. At this time, the era of functional machines and semi-intelligent machines, not to mention the cultivation of a domestic brand that can compete with the giants, even the basic survival problems are the difficulties of domestically produced machines.
Because there is neither an industrial base nor a technical reserve in China, basically no breakthrough can be found that can break the industry situation, and we can only make a living by imitation. This is very similar to the current status of domestically produced vehicles in the global and inland markets, but the difference is that domestic mobile phone brands have caught up with the industry wave, and since then it has been a stepping stone.
It is reported that in the domestic market, the share of domestic smart phones has grown from less than 10% before 2009 to more than 80% in 2016. Six years has basically witnessed the rise of domestic mobile phone brands. It is also the smart machine trend that Apple set off, which broke the obstacles of the two mountains in the mobile phone market. The domestic manufacturers were able to take this opportunity to grow wildly and reach this day.
It can be seen that for domestic enterprises that start late and have little hard power to add, the only hope that can defeat foreign giants may be to break through the new technology wave. From this point of view, new energy vehicles are tantamount to the future trend of the automotive industry. On this basis, can domestic independent brands also have the same development opportunities as smart phones?
Perhaps we can refer to the market environment at that time. From the history of the development of domestically produced machines, it can be found that in fact, the reason why domestic brands such as Huawei and Xiaomi can catch up with the smart machine trains in time, in addition to their own strategic vision, there are two more important points. It is the help of Google Android and the leader of Apple's mobile phone.
Corresponding to the situation of the automotive industry, it is probably the upgrade of the vehicle system and the leader of the new energy vehicle, especially the former has already begun to emerge. Since SAIC and Alibaba have teamed up to create the Roewe RX5, this product, defined as the first Internet car, is currently on the top of several sales charts. Now, SAIC has re-introduced a subversive concept - "Internet X New Energy" by the "Light Wings" concept car.
Among them, it is worth noting that Zebra Zhixing, an open platform based on AliOS, has contributed extremely important technical support to the "Light Wing" concept car, and also explained Alibaba's ambition in the field of intelligent service provision. It is reported that Zebra Zhixing is a support structure. Support can be formed by users' natural screening, service providers and supplier developers.
For example, today I bought a movie ticket with mobile phone Alipay. When you drive, Zebra will tell you the route to the cinema; if it is just at the time of eating, it may recommend a nearby restaurant waiting for you. After watching the movie on the bus, Zebra will set the route for your return home.
In fact, Alibaba, Tencent and Baidu are all doing related intelligent systems, which means that with the cooperation of Internet giants, domestic independent brands will have more opportunities in the new energy vehicle market. As for the so-called industry leaders, it has not yet been born, but in the future there may be a phenomenon-level product that will speed up the development of new energy vehicles. At that time, it is not impossible to breed China's "Tesla".
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