Relevant policies of Shanghai traditional automobile industry

Although the proportion of sales of fuel vehicles is still high, the potential of new energy vehicles is already obvious. At present, the growth rate of terminal sales and the market value of new energy vehicle companies such as Tesla and BYD are strong proofs.

The Shanghai Auto Show in full swing is a weather vane. The vast majority of enterprises are concerned about the direction of new energy, as is the enthusiasm of the audience. It is estimated that no one can expect the transformation of traditional car companies to be so fast.

The explosion of new energy is good for China automobile. Anyone who has played racing knows that overtaking in corners is really an excellent opportunity, and the straight road can only be followed. At the Shanghai Auto Show, enterprises from all walks of life fought for new energy. Who is the final winner?

Traditional independent brand car companies have gradually become the protagonists.

Developing new energy vehicles is a national strategy, which has given many preferential policies and huge subsidies. However, Tesla and a large wave of new forces in China, represented by Wei Xiaoli, have played a great role in the development of this industry in China.

The change from tanker to tram is not a simple change of power system and energy structure, but a change of the whole system such as the definition of automobile, production and marketing mode and industrial chain. These new forces let the traditional oil car bosses discover that the original car business can still do this. The most representative thing is that BYD, a powerful new energy technology, has been completely activated.

After the change of consciousness, the systematic advantages of traditional tanker enterprises have been brought into play. At this year's Shanghai Auto Show, traditional car companies with their own brands have the greatest momentum. Not only did BYD look up to a series of new cars, such as U8, Tengshi N7, Song L, Destroyer 07 and Seagull, but Geely, Chery, Great Wall, Chang 'an, Guangzhou Automobile and Dongfeng were all protagonists.

Geely has been the boss in the field of tanker for many years, and soon found a feeling in the field of trams. At present, Geely has a number of new energy brands such as Geometry, Galaxy, Krypton and Sharp Blue, covering different fields, with frequent explosions. At the Shanghai Auto Show, concept cars such as Krypton X, Galaxy L7, Sharp Blue 7/9, Lectra 08 and Next Day were all hot spots.

The core of independent brand progress is technological progress. In recent years, Geely has made frequent moves in the layout of new energy supply chain through joint ventures, self-research and self-production. It is not only involved in power batteries, but also in the fields of chips, car-machine interconnection and so on. Last year, it even launched a satellite. Once these layouts work together to form scale effect, the price advantage in market competition will be very obvious. BYD can achieve the same price of oil and electricity, and it also benefits from the advantages of its supply chain.

At this auto show, the supply chain layout behind Geely's new car is actually playing a role. For example, Star Intelligent Computing Center, such as Meizu Flyme Auto in-vehicle system first carried on Lectra 08, Galaxy N OS Ai Zhi cockpit system, Lectra's new generation electronic electrification architecture-EM-P super extended range electric scheme based on CMA Evo new architecture, and the industry's first intelligent B-pillar interactive system carried on Krypton will continue to refresh the intelligent travel experience.

More importantly, Geely also has a core asset, which is talent and cohesion. I have been in business for more than ten years and have contacted so many car companies. Geely has the worst mobility. In other words, Geely's corporate culture and workplace atmosphere are more likely to form cohesion, which is actually conducive to Geely's rapid response to the market. Moreover, Geely's system strength and subsequent advantages in the new energy track will become more and more obvious.

Automobile is a capital, talent and technology-intensive industry, and technology is the key. China's cars must also rely on technology if they want to go global. Chery, known as the "man of science and technology", invited 65,438+0,000 foreign dealers and media representatives to Shanghai to watch the auto show. The lineup is very shocking. A foreign dealer friend at the scene said that the focus of coming to China to watch the auto show was to see new technologies, which was hard to imagine before. At present, China's automobile export has surpassed German, and it is believed that it will soon surpass Japanese, ranking first.

Behind this achievement is the word "quantity" because competition makes people progress. In the field of new energy vehicles, there is no maximum volume, only a larger volume. At present, domestic traditional manufacturers are developing brand-new new energy brands. In addition to well-known brands such as Geely Krypton, Changan Deep Blue, Beiqi Polar Focus, Shanghai Zhiji, Guangzhou Automobile Aian and Dongfeng Lan Tu, two new brands, Chery iCAR and Dongfeng Shen Feng eπ, were added during the Shanghai Auto Show, which made the new energy automobile industry more and more "rolled up".

The new forces that build cars need real leaders.

At the Shanghai Auto Show, the self-owned brand new energy projects of traditional manufacturers are paying attention to themselves, while the once-hot new car-making forces are still first-class in marketing means, but their voices are obviously suppressed.

Before the auto show, the M9 owned by Tianjie Automobile had already appeared. Although the cooperation with Huawei continues, Yu Chengdong, the "mouth brother", still made many golden sentences, but his popularity during the auto show was not outstanding. Obviously, some time ago, Huawei's decision-making layer made the final decision to "not build a car". After returning to the supplier status, this most intimate series in the world also lost its aura.

In fact, after nearly two years of elimination, the new domestic car-making forces are far from huge, leaving only a handful of them, such as Weilai, Ideality, Tucki, Nezha and Zero Run, while Weimar, Horizon, Aichi and Hengchi are all silent. Judging from the sales list, only the ideal performance of the main extension scheme is good, and the rest are in the bottleneck period. Tucki has fallen behind, and there are more and more Weilai vehicles, but the monthly sales volume is stable at around 1 10,000 vehicles. Although this price is already very good, it is still far from the equilibrium point.

In fact, the new forces that are still alive are already the best in this industry, and there is not much problem in product and marketing. However, with the continuous influx of competitors, customers are seriously diverted. Even for Tesla, the sales volume actually did not meet expectations, so the price has been continuously reduced recently, but the effect is not obvious. Maybe Model Q of 65,438+10,000 will be launched next to boost sales, and the market will be a new round of turmoil.

If the new domestic forces want to break through, they must have a leading brother. Tesla is a foreign brand after all, and Huawei also made it clear that it will not build a car. "Wei Xiaoli" is very embarrassed now and belongs to a niche brand, so the real hope is Xiaomi. At the Shanghai Auto Show, Lei Jun also took the initiative to study in the museum, expecting to give everyone a surprise when Xiaomi went on the market.

The development potential of joint venture giants should not be underestimated.

At the same time, we must be soberly aware that even in the field of new energy vehicles, independent brands have seized the opportunity by playing fast and playing slow, but their opponents are still not only Tesla, but also traditional joint ventures. It's too early to say it's a counterattack.

First, the outbreak of self-owned brand new energy vehicles depends to a large extent on mixing, or increasing the plan.

Because of the hybrid or program, you can also get a green card and enjoy the preferential policies of new energy, such as exemption from purchase tax, plus the experience of having a tram, but because you can refuel, there is no mileage anxiety, but the battery life is longer, so once the price is close to pure fuel vehicles, it is really competitive. BYD's DM-i-based hybrid models and extended programs have the same ideal. And many new brands are based on this, including Celis Wenjie, Chang 'an Deep Blue, Dongfeng Lan Tu and so on. It is an efficient way to replace joint-venture fuel vehicles with this technology, but with the withdrawal of the support policy, whether it can continue to maintain the price advantage is a test.

First, in terms of pure electric vehicles, independent brands have certain advantages, but they still rely on high cost performance.

Although Weilai is expensive, the positioning of the car is actually much higher than Tesla, so the growth is still relatively weak. BYD's positioning is relatively high-end, and the positioning of Han EV and Seal is also higher than that of Tesla 3Y, but the price is similar. In addition, entry-level models such as Yuanjia, Dolphin and Seagull contributed a large part of sales, but from the perspective of 7000-65438+ 10,000 Seagulls being "sprayed", it is not easy to earn this money.

Judging from the new cars at the Shanghai Auto Show, independent brands mainly want to rely on pure electric vehicles to be high-end and impact the market of 200,000-300,000 yuan. For example, the pre-sale price range of Hyper GT in Ai 'an is 265,438+0.99 million-339,900 yuan.

It can be said that independent brands have gained a higher voice and sales breakthrough by switching to new energy, but without excellent core technology, it is still difficult to break the brand barriers of joint venture car companies, especially the 654.38+0-200,000 ordinary household customers, which is also the reason for the popularity of low-end pure electric vehicles.

Judging from the current Shanghai Auto Show, mainstream joint venture brands have made efforts in new energy. German car camp, Volkswagen's ID series camp is constantly expanding, and there are also 1 10,000 to 20,000 sales every month. Considering the price factor, the gold content is actually not low. Even the three luxury brands have given up their illusions and launched new energy product lines in an all-round way. The focus of this exhibition is also new energy vehicles.

For example, BMW's new energy lineup at this Shanghai Auto Show is huge, and almost half of the board of directors are here, which shows its importance. According to the plan, by 2030, pure electric vehicles will account for more than half of BMW's global sales. Rolls-Royce and MINI have been produced since 2030.

This article comes from Chewen Channel, written by Hao, and the copyright belongs to the author. Please contact the author for any form of reprint. The content only represents the author's point of view and has nothing to do with the car reform.