Besides the acquisition of Guo Jin, what other "takeover" work did Geely Automobile do?

Among its Geely brands, the old models of Emgrand and Job have matured, and new models such as Xingyue, icon and Xingrui have been listed in an orderly manner, keeping the market hot. With the rapid growth of sales, models and brands, Geely Automobile once again began to expand its automobile empire in Zhang Zhilu.

In fact, as early as 10 years ago, after Geely acquired Volvo, Geely accelerated the construction of the automobile empire. Its acquisition tentacles range from Swedish luxury brand Volvo to British sports car brand Lotus, and then to Malaysian Proton and American flying car company Lee Tae. , and acquired 9.69% equity of Daimler to become the largest shareholder and acquired 50% equity of smart brand. The pace of buying has never stopped for several years. Geely has become the most dynamic global automobile group in China, and this huge automobile empire has begun to take shape. Low-cost takeover and resource integration are Geely's specialties, and the "buy buy Buy" model has also become a magic weapon for Geely's development and growth.

But Geely is obviously not satisfied. In the past 2020, Geely started the M&A model again. At the end of April 2020, Geely officially hosted Cheetah's Changsha factory, which will be engaged in the production and sales of new energy vehicles; Then around 65438+February 2020, Lifan became an important strategic investor and industrial investor after bankruptcy and reorganization.

On 202110/0, Geely acquired and controlled Shandong Tangjun Ouling again with 100%, and also took over Guo Jin Automobile. Based on the original automobile factory, equipment and qualification in Guo Jin, the annual output will be150,000 new energy vehicles. Also on 202 1 and 1, Geely also announced the formation of an intelligent electric vehicle company with Baidu, becoming a strategic partner of Baidu electric vehicles. This series of operations may be questioned by many consumers. Why did Geely, which holds brands such as Volvo, Smart, Proton and Lotus, take over Cheetah, Lifan and Guo Jin? Is it to realize the blind expansion of the automobile empire as soon as possible? Moreover, even if it is an acquisition, it is not cost-effective to go all the way to Chongqing to aim at Lifan. Even if it just went bankrupt, Zotye, which is also in Zhejiang, will not accept it.

Although Geely has an excellent acquisition tradition, Geely's choice to take over these car companies is not to spend money on charity, and there is long-term consideration and deliberation behind every step. The two most important points left by Geely in 2020 are the layout of the new energy market and the re-layout of the southwest market.

If Proton is Geely's bargaining chip in Southeast Asia, London taxis and Lotus are Geely's frontrunners in the UK, and Volvo and Smart are stepping stones to Geely's image in the European market. Then, the acquisition of Lifan is Geely's re-layout of the domestic southwest market. The acquisition of Lifan will not only enable Geely to further open up the sales volume in the southwest market with the help of Lifan's influence in Chongqing, but also enable Geely to lay out in Chongqing in the fields of auto finance, science and technology travel, so as to facilitate Geely's subsequent spread to the whole southwest region and occupy a geographical advantage.

Facts have also proved that Geely Holding Group's Shengbao (China) financial technology project, Geely's high-end new energy vehicle (Chongqing) production base project and Geely's intelligent power exchange station have successively landed in Liangjiang New District, which is a sign that Geely will extend its reach to Chongqing and even Sichuan and Chongqing. Similarly, the custody of Changsha Cheetah Factory, the acquisition and holding of Shandong Tangjun Ouling, and the takeover of Shandong Guo Jin Automobile are all Geely's deep cultivation and layout of regional markets in China.

Of course, just playing the role of regional layout is not enough. Geely's acquisition of these car companies will play a greater role in the new energy market.

In the new energy market, Tesla, Weilai, Tucki and other new car-making forces are favored by consumers, and their sales performance continues to climb; Traditional car companies such as SAIC and GAC have increased their efforts in the new energy market, and launched brands such as SAIC, Ai 'an (GAC) and Lan Tu (Dongfeng) to make efforts in the high-end new energy market. However, the new energy brand launched by Geely, Geometric Automobile, has been tepid, and the sales performance of Geometric A and Geometric C models has always been unsatisfactory. The sales of new energy vehicles of Geely brand have not been a climate. Polaris, jointly built with Volvo, is positioned as a high-end new energy brand, but the first model has not yet been listed.

But the new energy market is the future of automobiles. If Geely wants to build an automobile empire and go further in the future, then new energy is an insurmountable hurdle.

In the 2020 government work report, power stations were listed in the category of "new infrastructure" for the first time; In July, Vice Minister of the Ministry of Industry and Information Technology revealed that it will continue to vigorously promote the construction of charging and replacing infrastructure for new energy vehicles and encourage enterprises to develop battery replacement models; 165438+1The Development Plan of New Energy Automobile Industry (202 1-2035) released on October 2 clearly pointed out once again that it is necessary to strengthen the construction of charging and replacing electric infrastructure and encourage the application of electric replacement mode. It can be seen that the export of power exchange mode has arrived.

Geely's new energy market layout is aimed at the new outlet of policy support-power exchange mode, which is also an important factor for it to take over Lifan. In September this year, Geely Science and Technology Group's intelligent power exchange station was unveiled in Chongqing, which will be distributed in Zhejiang, Shandong and other places with Chongqing as the center, covering major cities in China and inter-provincial and expressway networks.

Lifan used to have many layouts in the field of power exchange. As early as 20 18, Lifan laid out the development of intelligent lightweight quick-change pure electric vehicle platform, intelligent new energy vehicle energy station and other projects, and Lifan's time-sharing car company "Panda Travel" also owned some power station assets, and Lifan's peak-shifting energy and shell resources were just available for Geely. 65438+1On October 25th, the successfully reorganized Lifan started again in the name of "Lifan Technology", and the first new model of Geely Technology Group was officially launched.

The acquisition of two car companies, Tang Jun and Guo Jin, also paves the way for new energy.

The business scope of Guo Jin Automobile includes the research, development and production of automobiles and new energy vehicles. On June 30th, 2020, 65438+February 30th, Geely held the off-line ceremony of the first battery replacement model, Maple Leaf 80V, in Zibo. The production base of this battery-changing pure electric multipurpose passenger car in Zibo is Guo Jin base. After the acquisition of Tangjun Automobile, Geely also entered the high-end light truck market. Zibo and Geely signed a project with an annual output of 6.5438+0.5 million new energy vehicles, mainly producing high-end pickup trucks, high-end off-road vehicles and urban light truck commercial vehicles.

As Geely's only city in the world with both passenger cars and commercial vehicles, Zibo will provide new impetus for Geely to develop new energy vehicles with the commissioning of electric vehicles and the operation of power stations.

Not long ago, it was announced that it would jointly build a car with Baidu, which was also regarded as complementary resources by the outside world. Baidu relies on Geely's production line and car-building qualification, and Geely has absorbed Baidu's excellent autonomous driving technology to better code the future new energy vehicles.

In addition, in Geely's missing mini-electric vehicle market, a new look has also appeared. Smart's new positioning for itself is to shape itself into an urban version of Tesla, which is an electric car that is more suitable for walking in the city. China's new energy market can provide soil for Smart, and with Geely's mature channels and resources, Smart will soon embark on the fast lane of electrification. At present, Smart has confirmed that its first SUV will be unveiled in 2022. The car is positioned as a small pure electric SUV, built on the platform of Geely Sea.

Perhaps for Geely, brands such as Lotus, Smatr and Proton can't make profits in the future, and even brands such as Volvo can't bring much profits to Geely, but for Geely, which has a long-term goal of globalization, it can enhance its brand image and influence. Just like Volkswagen's Bugatti, Lamborghini, Bentley and other brands, which one is not a big loss, but why has Volkswagen refused to let go? Because for the public, they are symbols of internationalization and can enhance the brand image.

Geely just wants to be a Volkswagen in China and build an automobile empire like Volkswagen.

According to Geely's current brand structure and ambition, a higher-end luxury brand will be launched or acquired in the future. At present, in Geely Group, Geely brand is like Jetta brand, focusing on low-end and cost-effective; The high-end Lexus is equivalent to Volkswagen and is responsible for competing with joint venture brands such as Toyota and Honda; The future products of Polaris will directly compete with new car-making forces such as Tesla, Weilai and Tucki. Geely needs to build a higher-end brand in the luxury market to play the role of Volkswagen-Audi and Toyota-Lexus and occupy the luxury market. Under the experience of Volvo and Polaris, this high-end brand is not difficult for Geely.

Write at the end: Whether considering the globalization of purchasing Volvo, Lotus, smart and other brands, or strengthening the new energy market of Lifan, Guo Jin and other car companies and specific regions in China, Geely's automobile empire territory is expanding step by step. Geely may not want to avoid it, but it wants to be a Volkswagen in China and a global automobile giant. Don't worry about losing one city and one pool, but have the spirit of "helping the world at the same time" Even if Geely faces setbacks in the new energy market and the growth of new models of Geely brand is weak, these problems will be solved in the layout planning of Geely automobile in the future.