Automobile Grand View

Source? |? Automobile grand view

It has become a fact that traditional car companies have started a new round of offensive in the field of intelligent high-end new energy.

After Dongfeng, SAIC and Chang 'an, Great Wall Motor will also launch brand-new high-end new energy independent brands.

A few days ago, some media in the industry reported that Great Wall Motor was preparing to launch a brand-new high-end brand focusing on intelligent new energy. The internal code of the project is "SL", and the new brand will launch pure electric vehicles and extended-range electric vehicles, and the price will be higher than the existing products of Great Wall Motor.

In this regard, Great Wall Motor also made a response that "the wave is coming, and our generation should join in it", which is an indirect confirmation of the authenticity of Great Wall Motor's brand of high-end new energy vehicles. Moreover, according to insiders of Great Wall Motor, the high-end new energy brand of SL project will be different from Euler brand in technology and marketing.

65438+February 1 1, the media in the industry once again exposed that Great Wall Motor's "SL" project was named "Salon Star" (hereinafter referred to as SL project), and Shanghai Salon Star Industrial Co., Ltd. was established to complete the industrial and commercial registration, and its legal representative was Li Peng, a digital executive of Great Wall Motor.

According to public information, the business scope of Shanghai Salon Star Industrial Co., Ltd. has added new energy vehicle sales; New car sales; Sales of new energy automobile electrical accessories; Sales of new energy vehicle power exchange facilities; Sales of new energy vehicle production test equipment; Electrical equipment sales; Sales of new energy prime mover equipment; Recycling of waste power batteries of new energy vehicles (excluding hazardous waste management); Charging pile sales and other services.

According to the survey data, Shanghai Salon Star Industrial Co., Ltd. was formerly known as Shanghai Haval Automobile Technology Co., Ltd., which was established in 20 14 with a registered capital of10.5 million yuan. On February 9, 65438, 65438+1February 0 10, the legal representative, supervisor, business scope, name, domicile and general business items of Shanghai Haval Automobile Technology Co., Ltd. changed, and the original legal representative Hu withdrew and was replaced by.

According to the equity penetration chart, the suspected actual controller of Salon Star Company is Wei Jianjun, the chairman of Great Wall Motor, with a shareholding ratio of 34.75%.

At the same time, according to the information released by the State Trademark Office, Great Wall Motor has recently registered trademarks such as SOUL, Soul of the Great Wall, and Moving Soul, and its English Soul also conforms to SL. Perhaps the new brand under the SL project will be named "Soul".

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According to industry media reports, the SL project will cover the high-end electric vehicle market in SUV and car fields, and will target brands such as Weilai and Lan Tu. In terms of production capacity, Great Wall Motor Factory will be used for OEM production, and the first model should be a high-end electric SUV with standard Weilai ES8.

Why did Great Wall Motor start the SL project when a high-end brand WEY, an independent pure electric brand Euler, a new energy brand Beam and BMW jointly invested?

Bai Yiyang, the international research department of China Merchants Bank, said that Great Wall Motor has accumulated sufficient technology in recent years, and its companies have certain technical reserves in the field of three power technologies. It is a natural trend to build a high-end independent electric vehicle brand.

However, there are also voices in the industry that at present, Great Wall Motor has only Euler brand and joint venture with BMW in electrification. Generally speaking, although the sales performance of Euler brand, which focuses on small electric vehicles, is good, it cannot fully meet the demand of Great Wall Motor for high-end brands. However, the beam car project was slow to advance due to the epidemic, and the brand did not completely belong to the Great Wall. Therefore, the start of SL project is not only logical, but also a necessary step for Great Wall Motor to further enhance its brand power and seize the market share of new energy vehicles.

In addition, the efforts of traditional car companies in the field of intelligent high-end new energy may be another reason why Great Wall Motor is "anxious" to land the SL project.

So far, Great Wall Motor, which has been trying to move towards the high end, has been in a blank state in the high-end electric vehicle market, which is precisely the next focus of independent brand competition.

Especially with the new car-making forces such as Tesla, Weilai, Tucki and Ideality constantly strengthening their "attack power" in the high-end electric vehicle market, and luxury brands such as Mercedes-Benz, BMW and Audi constantly accelerating the pace of electrification, how to quickly cut into the high-end electrification market and gain a place is a question that many independent brands seeking high-end products must answer.

In this regard, BAIC launched the brand's first model ARCFOX? The pre-sale of αT was launched at Beijing Auto Show in September, and it was officially put on sale on 10 on October 24th.

Dongfeng launched the Lan Tu brand. At present, Lan Tu's first model, Freeman, has been mass-produced, and the new car is positioned as a medium and large intelligent electric SUV with zero anxiety. It will be launched in the world on 12 and 18, and will be delivered in the third quarter of 2002/kloc-0.

SAIC launched the "Zhiji Automobile" jointly built by SAIC, Pudong New Area and Alibaba Group, which is known as the "Big Mac" project with a scale of 10 billion, and was officially launched on June 26th. It is reported that it will be released simultaneously in CES in Shanghai, London and North America as soon as 65438+ 10 next year, and two models including cars and SUVs will be unveiled.

In addition, Changan and Geely are also actively deploying the high-end electric market. Among them, Changan announced in mid-June 1 1 that it would join hands with Huawei and Contemporary Ampere Technology Co., Ltd. to build a brand-new high-end smart car brand. It is reported that the first product has completed the preliminary research and development work and is about to enter the mass production stage. Geely Link has also announced that its first pure electric production model ZERO will be launched next year, focusing on the high-end new energy market.

Under the wind, it is also reasonable for Great Wall Motor to choose to launch its own high-end intelligent electric brand.

What are the chances?

As another new attempt of Great Wall Motor in the high-end brand, SL project faces many challenges, although its strength cannot be underestimated.

On the one hand, there are a large number of new forces in the domestic market. Not only luxury brands such as Tesla, Mercedes-Benz, BMW and Audi are constantly "attacking the city slightly", but the new forces of making cars represented by Weilai have gradually gained a firm foothold.

Take the new forces of making cars as an example. Statistics show that during this year's1-1,Weilai sold a total of 3,6721vehicle, up1.1%year-on-year, of which1%. Xpeng Motors 1 1 also handed over 4,224 transcripts, and the monthly sales of1/kloc-0 exceeded 20,000. In this case, the high-end electric brands of Great Wall will undoubtedly face the situation of "entering the game is a life-and-death battle".

On the other hand, compared with many traditional car companies that have already started to act, SL project seems to have no first-Mover advantage, while compared with SAIC Zhiji, Changan+Huawei+Contemporary Ampere Technology Co., Ltd. and other projects, SL project that only relies on a big tree of Great Wall Motor seems a little weak.

However, the advantages of the Great Wall SL project are also quite obvious.

According to Reuters, the Great Wall SL project has only been established for two or three months, but its ideas and technical reserves have been incubated internally for several years. At the same time, it is reported that Great Wall Motor will not only send technicians to support the project, but also apply the latest technology of Great Wall cellular battery to its first model, and its cruising range will reach 800- 1000 km.

In addition, in terms of high-end brand, the launch of WEY brand has enabled Great Wall Motor to accumulate some experience, and the launch of Tank 300 has also enabled Great Wall to make a new breakthrough in the luxury off-road SUV market. So in the SL project, there will be many successful experiences for reference.

In the field of pure electric vehicles, both Euler brand and independent honeycomb energy have laid a solid foundation for Great Wall Motor to build high-end pure electric vehicles. In particular, the cobalt-free battery launched by Honeycomb Energy will give the brand-new model advantages such as long battery life and high safety, which will undoubtedly enhance the competitiveness of the new brand.

And intelligence may be another killer of SL project. At present, although the specific investment proportion of SL project is exposed, judging from the addition of Dou Xian Intelligence, the project may have a deeper layout in terms of intelligence. According to the data, Dou Xian Intelligent is a technology company focusing on travel scenes. Its business contents include intelligent cockpit, intelligent driving and intelligent service. Fun-life intelligent networking system jointly developed with Tencent has been used in Harvard F5, F7 and WEY? Great Wall models such as VV7.

However, "the key to the success of Great Wall Motor's brand-new high-end electric vehicle brand lies in whether it has a unique selling point." Zhou Lijun, an analyst at Easy Car Research Institute, said.

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