Kryptonite car is a combination of Li Shufu's anxiety, crisis and ambition

Autonomous Geely's 2021 "electrocution" is very busy, first came the news of the confirmation of cooperation with Baidu to build cars, followed by investment in Jia Yueting's Faraday Future, and then set up an automobile factory with Foxconn. in March, Geely launched a new brand of Krypton automobile, and the first production model of the brand was officially unveiled four days before the Shanghai auto show. The first production model of the brand was officially unveiled . Geely, which has frequently invested in the new energy vehicle market, has never been absent from this market. As early as 2015, Geely released the "Blue Geely Action", hoping to reach the goal of new energy vehicles accounting for more than 90% of total sales in 2020.

Five years later, Geely is still the independent brand sales king, but the models that support the sales are still fuel models, in 2020 the annual new energy models best-seller list Geely list. In the new energy car market, Geely got up early and caught up late , but the "blue dream" Geely will not give up lightly.

From theory to practice, from rumor to reality, from small scale to large scale, from local to global, from the edge to the center, the Shanghai Auto Show is a sign of the century-old automotive industry is undergoing a huge change. With electrification, Internet connectivity, intelligence, **** enjoyment as the trend of new energy vehicles "new four", began to reshape the industry pattern. In an era of such intense transformation, traditional car companies will be revolutionized at any time if they don't revolutionize themselves .

To realize the ambition, Geely must be in the pure electric car market competition pattern is not completely circled, the old car manufacturers are only in the stage of gradual power to consolidate their competitive advantage. The Kryptonite is a product of Geely's Li Shufu's anxiety, crisis, and strong development ambitions. Geely's blue dream needs a fulcrum like Kryptonite.

01

The first hand project

Kryptonite Automotive was born after a series of personnel changes when Li Shufu stepped down as chairman of the Geely Group, and the former CEO of Geely Automobile Group, An Conghui, took over; and Geely Vice President KAM Ka-yue took over as CEO. The new Krypton is chaired by Li Shufu, with An Conghui as CEO.

An automotive industry source commented, "Like Xiaomi, Krypton is also a handful of projects". The first thing I've noticed is that the company's resources have been tilted to where they've been, which is self-evident. Krypton, not simply a new brand of pure electricity within Geely, because along with An Conghui's appointment as CEO of Krypton, together with Krypton was brought to Geely's three electric departments and intelligent driving electrical architecture software development department .

Ann Conghui

In February of this year, Li Shufu published a 10,000-word article stating that "based on the changes in the global automotive industry and the application environment, Geely has launched two Blue Geely Action Plans":

Plan 2 is the direct result of the Geely Action Plans.



Kryptonite Car is the first of its kind in the world. Li Shufu wants Geely to compete head-on in the intelligent electric car market with the new electric car company and brand, Krypton.

Extreme Krypton Automotive

In the years since the Blue Geely Initiative, Geely hasn't launched even a single explosive model in the new energy vehicle market. According to Geely's 2020 financial report, Geely's total car sales were 1,320,200, of which the sales of new energy (including pure electric and plug-in) models were 68,100, accounting for about 5.2%. Geely failed to seize the dividends of the rapid growth of new energy vehicles in 2020 to offset the impact of the epidemic and other factors on performance. In the capital market, in 2017, the market value of Geely was equal to BYD, now Geely more than 130 billion, BYD more than 450 billion, less than 1/3 of the latter. Li Shufu misses the wind mouth needs a new carrier to carry Geely Automobile in the three electric systems, SEA architecture, etc. with hardware and software with a full stack of self-research capabilities, as well as in the intelligent network, autonomous driving, chip, satellite, and so on. The company's newest product is a new, more advanced version of the company's newest product, which is a new, more advanced version of the company's newest product.

02

More children are good for fighting

Public information shows that Geely has more than 10 car brands, and specific to the new energy passenger car market, Kryptonite outside of the Polar Star, Geometry, and Smart, a joint venture with Daimler. Although the market positioning of each new energy brand has a clear classification, but from the consumer feedback, now Geely's new energy vehicles have not yet established a significant product characteristics and technical highlights .

Geely's earliest electric car sales force was the "Dihao EV", which was derived from Geely's best-selling fuel model, the Dihao, and the overall bodywork was not completely redesigned, and the exterior and some of the structures are still the same as the fuel model. Unlike the indistinguishable appearance, the price difference between the fuel version of the Dihao fuel version and the electric version is nearly half , the Dihao fuel version is priced at 6.98-10.08 million yuan range, the Dihao EV is priced at 193,300-238,300 yuan, and the price is 125,800-155,800 yuan even after adding various subsidies and price reductions, the overall sales can be expected to be very low. The overall sales can be imagined.

But at that time, Geely felt that the fault is not in the "oil to electricity" but the problem of the brand, 2019 Geely set up a high-end pure electric brand "geometric car" to try to reverse the sales trend. If you say "oil to electricity" at least to give the car internal power to do a major surgery is not a "change of soup but not a change of medicine", then geometric car set up the Geely "lazy" fact. ", Geometric Auto sells two models, Geometric C and Geometric A, which are similar in appearance to the Dihao GSe and the Dihao A, respectively. "The two cars look similar to the Dihao GSe and Dihao GL, and the former can even be called the latter's rebranded and strengthened version of the Geometric Auto, which still has the same technical route of converting from gasoline to electricity and a similar appearance to the Dihao. A purely electric brand that entered the market with a high-end identity and is committed to developing the C-end market is now far behind the new car-making forces of Azure, Ideal, and Xiaopeng, and even behind BYD and Great Wall Ola, which are representatives of the transformation of traditional car companies.

Geometric C

As for Polaris, because of the frequent changes in its management after Geely merged with Volvo, its pure-electric model Polaris 2 won't be available until 2020. At this time, Tesla Model 3 has been localized and frequent price reductions, claiming to be the standard Model 3 Polaris 2 almost no advantage, single-month sales stable in the double-digit, Polaris plight of the layout of the high-end new energy market of the Geely suffered a heavy blow , Geely and the dream of the blue distance and a little farther away.

Polar Star

After taking over Lifan's main low-end electric car market, Maple Leaf has made little noise since its inception, and is now even more thrown into the corner of oblivion, with almost all channels failing to check Maple Leaf's sales information.

Financial expert Dong Xiang said, Geometric, Polar Star, Maple Leaf's market performance is relatively modest, without much breakthrough . Whether Geely's overall sales can grow further, the performance of the Pole Krypton brand is very critical. But is it really better to have more children to fight?

In the entire Geely brand camp, Krypton's personnel portfolio is the highest specification, with the most technical resources, industrial resources support. But the special nature of the pole Krypton is established too suddenly, take away the SEA Vast Architecture from a variety of past news can be learned, at least 7 brands, 16 models have begun to use the SEA Vast Architecture platform to start the research and development, but this is not related to the pole Krypton's own products.

This also means that, while Krypton has taken Geely's three electrics and smart driving software development department, most of the R&D resources of this huge team have been invested in already planned models. This is almost fatal for Krypton, which currently has only one model, the Krypton 001, which has more resources for others and less for its own R&D. It's a good thing that the Krypton team has been working on this for a long time. If Krypton 001 once lost in the consumer market, Krypton's adjustment of space opportunities , and now the need to build a car is in the shortest possible time, to come up with the best products.