In 2020, although domestic new car-making enterprises did not fall into the curse of "only three left", the market that experienced profound baptism of the epidemic suddenly faded from the green of extensive management and entered the deep-water period of involution competition. At present, the new energy sector has been well guided by Chinese and foreign brands, and the China automobile market has ushered in the second wave of "going out to sea", among which there are many domestic prefix manufacturers such as Dongfeng Lan Tu, SAIC confidant and Changan E 1 1.
Different from the first batch of entrepreneurs of new forces, the second batch of new forces from rich fathers of state-owned enterprises were born with "golden keys". The period from brand release to the debut of the first car was shortened to just half a year, which became the footnote of the new force of high-end car-making in the 2.0 era. In the new round of competition, big investment, fast pace and market-oriented operation have become the killer of * * * *.
Lan Tu, threats.
From the official release of the brand in July to the first product in 65438+February 65438+August? Lan Tu's freedom was introduced in the world. In just a few months, Lan Tu has completed a series of major processes, including conceptual design, engineering design, body-in-white production, pre-production vehicle production, etc., and the development speed far exceeds the imagination of the outside world.
According to Dongfeng, Lan Tu is an important strategic layout for the company's development in the new 50 years. The first model, FREE, will have two power modes: pure electric and extended-range electric, 5G intelligent networking technology, and vehicle safety comparable to mainstream luxury brands. At present, the car is fully booked, and it is planned to be delivered to users in the third quarter of 2002/kloc-0. According to the Dongfeng plan, the future? In 3-5 years, Lan Tu will cover cars, SUVs and MPVs. And various market segments such as cross-border vehicles and high-performance vehicles. Since 202 1, Lan Tu has put on the market at least one new model every year, which shows its market ambition.
Supporting the grand "blueprint", Zhu Yanfeng, chairman of Dongfeng Group, put forward the strategy of "brand new strategy+brand new organizational mechanism+brand new business model+brand new team". Explore the development model of "mature car enterprises+new forces to build cars" in the organizational mechanism, and build a flat, efficient, pragmatic and low-cost management and operation model; Innovative marketing model and ecological service in business model; The team actively attracts technical talents from high-end brands, electric vehicle brands, IT technology fields and industries, and the management is completely market-oriented; In terms of products, it is emphasized to fully tap market opportunities and users' unsatisfied needs strategically and provide differentiated electric vehicle solutions.
On July 27th this year, Dongfeng Company announced its intention to be listed on the Growth Enterprise Market. It is mentioned in the prospectus that Lan Tu Automobile will receive an investment of 1 1 billion yuan. On the fourth day after submitting the application, Dongfeng Group's IPO quickly entered the "inquiry" stage, setting the fastest record since the registration system of GEM; 65438+February 1 1, Shenzhen Stock Exchange disclosed the deliberation result: Dongfeng Group's GEM IPO had a meeting. At the same time, the financing amount of 2 1 100 million broke the GEM record.
With the abundant funds of Dongfeng Group, Lan Tu will adopt the same all-direct channel model as the new car-making forces to set up Lan Tu space in the core business districts of key cities. At the same time, Lan Tu has set up a service center near users' living quarters. In 20021year, Lan Tu Auto will set up 40 direct experience stores nationwide.
According to Fang Lu, CEO of Lan Tu, in addition to the financial advantages, "the strong empowerment of Dongfeng Company and the support of partners in the whole value chain, the accumulation of automobiles for more than 50 years, and the accumulation of core technologies such as autonomous driving, intelligent networking and new energy' Three Electricity' are hard to measure with money. This is our advantage over the new forces of building cars. "
According to industry analysis, Lan Tu adopts market-oriented operation and independent operation, which is different from the previous branch operation mode of central automobile enterprises. Similar groups have set up another experimental field or commercial special zone for Lan Tu, which has defined a conceptual boundary with the existing "new force of building cars" from scratch through venture capital model.
Zhiji, be yourself
"Giving consideration to wisdom", SAIC officially released the "No.1 Project" L project, 165438, which was finally named smart car, meaning to create a new era of intelligent travel for people and vehicles. It coincides with BAIC ARCFOX, GAC Ai 'an and Dongfeng Lan Tu, and SAIC Zhizao is also positioned as a high-end intelligent pure electric brand.
But the difference is that it was born under SAIC, the state-owned car company with the highest market value, and the first round financing of the smart meter project reached 654.38+0 billion yuan, which is the largest among the new forces. According to the announcement released on which day, in the confidant car project, the total subscribed capital of the fund is 7.2 billion yuan, of which SAIC contributes 5.399 billion yuan. For public information disclosure, Pudong Zhangjiang contributed1800 million yuan, and Ali contributed 2.8 billion yuan. Therefore, the founding round of financing has made confidant automobile a tens of billions of automotive technology companies.
As the "No.1 Project" of SAIC, from the early M project to the later L project, and then to the officially released smart plan project, SAIC has set up a full-time internal core project team by transferring personnel from subordinate companies and institutions such as SAIC Volkswagen, SAIC GM, SAIC passenger cars and parts, and three major power departments in more than two years. Therefore, SAIC's car-making experience, technology accumulation, parts system, global layout, capital reserve and cooperation resources have laid the foundation for Zhiji Automobile.
"As the first vehicle startup hatched by SAIC, we hope to fundamentally embark on a path of subversive innovation." SAIC said that confidant automobile will break away from SAIC's traditional state-owned enterprise operation mode and adopt a market-oriented operation mode.
Therefore, in the Zhiji project, we can see that the tripartite co-creation of SAIC, Pudong New Area and Alibaba is also a new market-oriented form. It is reported that in the follow-up cooperation process, Pudong New Area will make use of the ecological and core technology resources of high-tech industrial clusters such as AI and chips in Zhangjiang High-tech Park; Alibaba will make full use of users' big data, the latest technology of Dharma Institute and the synergistic advantages of Alibaba Cloud and other ecological circles to fully empower smart cars.
According to SAIC, the smart car will have a series of highlights, such as 100-meter acceleration in 4 seconds, super-computing central intelligent cockpit, safe battery that will never spontaneously ignite, and wireless charging.
In addition, Smart Machine has made specific plans for its future product lineup. The new car is expected to be delivered next year, and it is expected to be put on the market at the rate of one model per year in the future. The first product line * * * consists of three products, covering body types such as cars and SUVs, and involving three market segments.
Chang' an E 1 1, ready to go.
As early as 2065438+April 2008, Changan Automobile released the "Third Innovation and Entrepreneurship Plan", which officially opened a comprehensive strategic transformation for the "new four modernizations". Among them, "Shangri-La Plan" in new energy field and "Beidou Shu Tian Plan" in intelligent development attempt to make "intelligence" and "new energy" the standard configuration of Changan products. Building high-end brands is also part of its strategic transformation.
In this way, Changan has prepared for this high-end brand for at least three years. Over the past two years, relevant senior executives of Changan revealed to the outside world that high-end brands will be implemented by Changan Weilai team, so that Changan Weilai was once considered as the landing platform for high-end brands of Changan. But in fact, during this period, Changan rarely disclosed the specific progress of the project, until this year Changan acquired more than 95% equity of Changan Weilai. In the Changan Weilai project, the signs of Changan's advance and Weilai's retreat are completely revealed, which greatly reduces the feasibility of Changan Weilai's high-end brand development.
On the "Changan Brand Day" held on 165438+ 10/4, Zhu Huarong, Chairman of Changan Automobile, officially announced that Changan is working with Huawei and Contemporary Ampere Technology Co., Ltd. to jointly build high-end smart car brands and high-tech high-end products. The first new car will be officially released soon. At the same time, the evolving intelligent architecture "Ark Architecture" was released. At this point, the direction of Chang 'an high-end new energy project began to be clear.
Even this time, Changan did not clearly release important information including the final name of the brand, the way of tripartite cooperation and the brand operation mode. However, according to Zhu Huarong, the brand-new automobile brands jointly built by the three parties include the world's leading, autonomous and controllable intelligent electric vehicle platform, a series of intelligent automobile products, and the smart life and smart energy ecology of "integration of people and vehicles".
Judging from the information disclosed at present, the Ark architecture will completely cover all A0 -C vehicles, and realize the iterative evolution of the basic performance of the vehicle body, chassis and other vehicles with intelligence and big data. It integrates high-level automatic driving front layout, intelligent growth electronic and electrical architecture, continuous improvement of basic modular platform, high safety benchmark and complete process guarantee system that meets the global mainstream safety assessment system, and has "future technology front, human and vehicle gene integration, diversified experience design and crossing the bottom line of quality".
The new generation of products under the Ark architecture will support safe and extensible intelligent driving configuration, realize full-scene intelligent car service, be compatible with eight engine states, displacement 1.2-2.0L, be compatible with three kinds of electrified power, namely, 48V low-voltage hybrid (LV-HEV), high-voltage hybrid (HV-HEV) and plug-in hybrid (PHEV), and match with eight transmission modules, with
According to the latest news since 65438+February, Changan Weilai has released a lot of recruitment information in Shanghai, Nanjing and Jiangbei District of Chongqing. According to industry analysis, Changan Weilai is likely to become an important carrier of high-end projects in Changan in the future. According to Bai Yuyang, a researcher at CMB International, especially Huawei has accumulated technology in the fields of intelligent cockpit, intelligent driving and intelligent power. I believe that its superimposed Changan Ark architecture and Ningde battery are expected to create another explosion in the future.
Editor's summary: In fact, in addition to the above three state-owned enterprises, recent details about the Great Wall SL Salon project and Baidu car-making are also being released to the industry. It seems that the great changes in the era of high-end intelligent electric vehicles are coming.
"Traditional car companies collectively launched the high-end new energy vehicle market, mainly because high-end new energy vehicles have higher product added value and brand value, which can bring greater profits. At the same time, traditional car companies have more capital strength in scientific research and development, the R&D cost of vehicle manufacturing will be relatively low, and the profit margin will be greater, which will bring impact to new car manufacturers. However, the new energy vehicle market is still in a state of complete competition. It is a good thing that more new brands and products enter the market. Only full competition can promote the iteration of industry technology and then mature. "
For example, Pan Helin, executive dean and professor of the Digital Economy Research Institute of Zhongnan University of Economics and Law, said that despite the obvious risks, in the face of the escalating tide of automobile consumption, more and more traditional car companies are aiming at the high-end track of new energy. With the entry of Dongfeng Lan Tu, SAIC Zhiji, Changan E 1 1 and other powerful new private car-making forces, the new energy vehicle market will surely usher in a new round of climax in the next year or two.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.