The "old forces" maintain their integrity.
Li Shufu said: "The revolution in the automobile industry has started a' riot'. This is a century-old automobile revolution drama full of opportunities and challenges, and everyone can have their own independent judgment. " However, in the face of the once-in-a-century big change, how do car companies respond after independent judgment?
The "new force" of building cars pursues "leap-forward" development, while the traditional car companies choose to be upright-down-to-earth, seeking truth from facts and seeking development.
65438+ 10, a "new force" established at the end of 20 14 suddenly announced that its pure electric vehicle with solid-state battery and battery life 1000 km will be listed in 2022. As soon as the news came out, public opinion was in an uproar, and even an academician who has always supported pure electric vehicles publicly said: "With the current technology, this must be a liar."
The reality is that Toyota, which insists on developing sulfide solid-state batteries, is recognized by the industry as one of the most powerful players in the field of solid-state batteries. According to reports, as early as 2008, Toyota cooperated with solid-state battery startup Ilika. In 20 14, Toyota officially announced that it was developing solid-state batteries and had the most technical patents. In 20 17, Toyota announced that it would join hands with Panasonic, and the joint venture company established by the two parties began to operate in April 2020. According to public information, the company has about 5 100 employees. According to the plan, Toyota will display the research and development results of solid-state batteries during the 2020 Tokyo Olympic Games, launch a prototype in 20021year, and start mass production around 2025.
The reason why I quoted public reports in a large space is to explain that every step of traditional automobile enterprises represented by Toyota can be traced back to the research and development of new technologies. In Li Shufu's words, it can be summarized as: "Enterprises should adhere to the correct line for a long time and must not be opportunistic."
The "new force" is amazing.
Different from the traditional manufacturing enterprises' step-by-step development, the "new force" of making cars with the mission of subverting the traditional automobile industry has been determined to "win by surprise" since its birth.
Take Tesla for example. As we all know in the industry, the sense of science and technology is the most distinctive label of the company. Whether it is software and hardware self-developed autopilot, OTA iterative upgrade, or the success of Musk Space Exploration Technology in the aerospace field, it is to strengthen its scientific and technological sense label. Through the constantly updated autonomous driving technology, Tesla has mobilized the appetite of consumers who pursue a sense of technology and created consumer demand.
Judging from the development momentum in 2020, Tesla, the "surprise winner", not only achieved rapid sales growth, but also its share price soared by 695%, which won the favor of the capital market.
At the same time, although it was not established as long as Toyota's solid-state battery research and development, a "new force" in China actually announced that it would launch a solid-state battery car in 2022, three years ahead of the expected time of Toyota. It is more appropriate to say that it is opportunistic than "surprise". No wonder when the news came out, there was a voice of doubt in the industry.
It is expected that the falling bubble will burst.
In 2020, the market value of some "new forces" head car companies that make cars by surprise far exceeds that of traditional OEMs, and their "achievements" have attracted the attention of the whole industry. However, just as fans cheered for it, investment institutions cleared the stocks of "new forces" at a high level.
In this regard, Guan, the president of the car selection network, said: "The fundamental reason for the skyrocketing stock price and market value of the' new forces' of Chinese and foreign cars should be said that these projects have been financialized, and the bubble has become bigger and bigger with the super-issuance of the US dollar. Traditional car companies rely on real profits to sell cars, and the' new force' of selling cars is the idea of the future. One sells' spot' and the other sells' futures'. Futures can bring more imagination to investors, and it is easier for speculators to play the game of family. "
The reality is that while some "new forces" attract investors by constantly putting forward future ideas, the traditional car companies in the head are steadily introducing new technology products from generation to generation, and turning their ideas into reality step by step. In other words, the "futures" of the "new forces" of making cars have become the "spot" of traditional OEMs. As a result, some investment institutions either lost interest in the "whimsy" of creating "new forces", or thought that some "new forces" had good future ideas, but it was difficult for them to realize them, so they chose high-level clearance. The departure of venture capital executives has released an extremely strong signal: the road of automobile financialization may end here!
Only by being upright can people be surprised.
Recently, Tesla's share price plummeted and was widely reported by some media. At this time, Li Shufu reiterated that "winning by surprise" is not only a warning to internal employees, but also a goodwill reminder to the "new forces" of building cars.
In his internal speech, Li Shufu said: "Enterprises should be upright and innovative, unswervingly follow the right path, pursue development without hesitation, be honest and trustworthy, unite and lead all employees to focus on products, focus on user experience, always keep users in mind, do not be eager for quick success, do not take shortcuts, do not cut corners, do not play tricks, adhere to fairness and justice, adhere to the moral bottom line, and do not forget the high-voltage line of law. Pay attention to personnel training, dare to invest in research and development, and respect the laws of things. As long as we adhere to the correct line for a long time, not opportunistic, and take the initiative to stand on the side of truth, miracles will surely appear before our eyes. "
Li Shufu has always stressed that auto companies should first "stand up" and then "surprise". Guan said: "Automobile manufacturing is an asset-oriented model. At present, it is only temporary to lighten the asset model and build a' new force'. Once it is really put into mass production, these light asset companies will immediately become heavy asset models like traditional car companies. " In short, the "new" and "old" forces will come to the same track sooner or later, so it is the right way for automobile enterprises to seek development.
The reason why this paper quotes the old and new forces is that although they enter the automobile industry sooner or later, the scale of enterprises is different and their development strategies are different ... But the great changes in the automobile industry have begun, and everyone is on the same track, and there is no difference between the old and the new. In the new marathon, only the person who persists to the end is the winner.