[car home? Industry]? Do you remember 25? That year, Samsung launched the first slide phone D58, the phenomenal talent show "Super Girl" began to play, and the economical and practical PHS was officially numbered in many places in China that year ... All this is far away now, even in our memory. However, the sales volume in the auto market did not, because in February this year, the sales volume in China auto market was only 31,, which really crossed back to 15 years ago and fell to the level of 25. At the same time when the automobile market fell, the main engine factory stopped production on a large scale, the dealers stopped working on a large scale, the supply of key parts was cut off, and foreign employees were evacuated in succession ... During that time, you can get the most pessimistic answer if you ask any China autobot about the future. However, when the time was postponed for another 1 months, on December 11, 22, the China Automobile Association released November sales data. People are surprised to find that the desperate automobile market at the beginning of the year was actually recovered after more than 1 months of concerted efforts from all walks of life. Data show that in the first 11 months of this year, the cumulative sales volume of China auto market was 22.47 million vehicles, down 2.9% year-on-year, only 3.299 million vehicles short of the positive growth. Considering this year's "burden", the above achievements are definitely an incredible victory worthy of going down in history. Behind this VICTORY is the online transformation of car companies, reducing the burden on dealers, the active promotion of stimulating consumption policies by various ministries and local governments, and the call of experts and scholars from various institutions ... To commemorate this victory, car home launched the 22 Global Automobile Events with the theme of "Victory". This article is the opening "V" series, which will take stock of the major events in the automobile industry in 22 from the dimensions of V-shaped recovery, Valediction, Victor and Volkswagen.

●V-shaped recovery At the moment when the bell rang at : on January 1, 22, car companies finally breathed a sigh of relief. No matter whether the sales task was completed or not, the difficult 219 was finally over. "After all, 22 can't be worse, right?" China auto people look forward to the future with great hope. Facts have proved that they think too much, but it's no wonder that anyone, after all, when the bell rings on New Year's Day, who would have thought that a few humble cases of pneumonia could develop to that extent? At the moment, they haven't realized that this epidemic is about to bring China's automobile industry directly into an extremely difficult "epic" mode. What is "epic"? Even the China Automobile Association can't give exact data. It can only tell the outside world that the estimated sales volume in January is 1.941 million, which is expected to decline by 18% year-on-year. In February, the negative effect of COVID-19 officially appeared. The sales volume of China automobile market plummeted to 31, vehicles, with a year-on-year decline of 79.1%, which forced the China autobots back to the "super girl era"; In March, the sales volume of the auto market picked up, but the data of 1.43 million vehicles, down 43.3% year-on-year, was still desperate ... So far, China Autobots have been tortured by keywords such as epidemic, depression and production suspension for a whole quarter. But despite this, everyone has not given up hope, dealers are under great pressure, and manufacturers give support policies on "cutting meat"; When the gap cover is returned to work, the manufacturer will improve the procurement equipment of the production line and build it himself; When consumers don't come to the store to see cars, car companies start online marketing, contactless maintenance and other measures; Guangdong, Shandong, Jilin, Hainan, Beijing and other provinces/municipalities have also introduced stimulus policies such as car purchase subsidies and car replacement subsidies. With the concerted efforts of all walks of life, the fog of despair was finally blown away. From April to November, 22, the auto market in China continued to grow positively, with the cumulative sales volume reaching 22.47 million vehicles, and the year-on-year decline has narrowed to 2.9%. Considering the difficulty of the start, this is definitely a victory. Car companies are happy now, because according to experts, the major adjustment stage of China auto market has long passed. Since they have survived that most difficult time, they are qualified to live a good life in the future. But don't forget your roots in life, especially in business. Always remember the promises to consumers under difficulties, make products according to their preferences, and publicize products in languages they can understand. We should always remember the days when we supported each other with dealers, refuse to blindly press the library and provide due help; Remember the responsibility to the whole society, build a good car sincerely, and refuse to cheat money, PPT and all forms of CG, otherwise, the forces that hold you out of the deep sea can drag you back at any time.

●Valediction (farewell speech) This epidemic is like a wild lion on the African prairie, while car companies are like antelopes. Only those who are young and willing to lay down their lives can survive, while those who are old, weak and sick will only die. Fortunately, this is a civilized society, and car companies are not antelopes after all. Before they die, they still have the opportunity and qualification to make a decent farewell speech. The first person to give a speech may be Baiteng. On June 3th, Baiteng Automobile sent an internal letter to all employees in China District, announcing that it would stop production on July 1st. Except for leaving a team of less than 1 people to maintain the basic functions of the company, all the other employees remained at their posts. Although there is no express farewell, experienced employees have already begun to pack their bags and prepare for evacuation. But this enterprise, which has spent 8.4 billion yuan in financing, wants to struggle again. On September 9, a company named Nanjing Shengteng Automobile Technology Co., Ltd. was quietly registered, and its registered address is Building D4 of Hongfeng Science and Technology Park in Nanjing Economic and Technological Development Zone, the office of Baiteng in Nanjing. Its shareholders are also "old faces" such as FAW Group, Nanjing Economic Development Zone Science and Technology Fund and Shengtun Group; Its legal person is Duan Lianxiang, vice president of R&D of China of Baiteng Automobile.

『BYTON? M-byte "and then what? No then, although BYTON? M-Byte claims to have built 85%, but we haven't seen any news about it yet; Although Baiteng's board of directors and shareholders' meeting have officially approved Baiteng's restructuring plan, this enterprise still has not taken concrete actions. Even Nanjing Zhixing New Energy Automobile Technology Development Co., Ltd., an affiliated company responsible for the research and development of models and parts, has been listed as the executor by the Qixia District People's Court of Nanjing. Like Baten, there are many new forces that leave the public's field of vision, such as Bo County. It's just that Baiteng's gesture of "falling down on the eve of mass production" always arouses the tragic feelings in the hearts of all the readers. Compared with the "sudden feeling" of the new forces, the farewell of traditional automobile brands always seems linear: you must know that it will not live long, but you can't be sure when it will die. On June 29th, Lifan announced that it could not pay off its debts due, but it still had the value of reorganization, and applied to the court for reorganization of the company. On August 11th, the enterprise formally applied to the Fifth Intermediate People's Court of Chongqing for bankruptcy and reorganization, in order to offset the debt to the greatest extent by selling the property. Judging from the financial report, from January to June 22, Lifan achieved an operating income of 1.584 billion yuan, down 69.42% year-on-year; The net profit attributable to shareholders of listed companies was-2.595 billion yuan, down 173.99% year-on-year; Its net assets also fell to 96.12%, leaving only 17 million yuan. At this point, this outsider who cut into the automobile industry as a "motorcycle king" finally fell down. It left people with resources such as production qualification, land, factories, distributors, etc. besides debt disputes and cheating, and it was these resources that attracted the capital injection from Geely Science and Technology Group. Although the enterprise is saved, it will also become the foundry of Geely's Maple Leaf Automobile, and Lifan brand is estimated to disappear completely in the passenger car market in China. Zotye has a similar fate with this brand. It's just that more people will miss Zotye. After all, when it fell, the Porsche dream of the poor people fell. As Cang Kejia said, "Some people are alive, but they are dead". This sentence is suitable to describe the Nazhijie brand. Lifan mentioned above, although in a miserable situation, can also sell 454 cars between January and October; The cumulative sales volume of Zotye has reached 3,573 vehicles. What about Na Zhijie? It's . Can you infer from this that the brand is dead? You can, but Dongfeng Yulong denies it.

"In terms of sales volume, Na Zhijie has existed in name only, leaving consumers with endless jokes." On November 13th, Dongfeng Yulong Automobile Sales Co., Ltd. formally applied for bankruptcy liquidation in Zhejiang court. In this regard, Dongfeng Yulong's response is that "Na Zhijie has no intention to withdraw from the mainland market, and the bankrupt company is only a shell company. Dongfeng Yulong has many assets such as manufacturing base, production qualification and land, and there is no bankruptcy plan at present ..." However, there are far more brands that will disappear in 22 than those mentioned in the article. I hope their departure is only temporary, and I hope they will have a chance to return to the passenger car market and the vision of consumers.

●Victor's philosophical relativism holds that everything is relative, and there will be ups and downs, and there will be ups and downs. For the automobile industry, if some enterprises die suddenly, there will be enterprises going against the trend. From the beginning of the outbreak to the present, there are many car companies whose sales have gone against the trend, such as North and South Toyota, Changan Ford, BBA, etc., but their brilliance seems to have been concealed by the three new car-making forces, Weilai, Xpeng Motors and Ideality. If the winners in 22 are concerned, these three companies can be considered as strong competitors. "Who is Li Bin?" If you ask this question 1 months ago, you will get the following answer: "He is the worst person in 219. Weilai Automobile, which he founded, is on the verge of delisting. Even Gaoyan Capital, once the third largest shareholder, is not optimistic about Weilai, and decisively sells the clearance when the stock price is low ..." But now you ask this question again, you will get the opposite answer: "Li Bin is the luckiest person in 22, in danger. Weilai's share price soared from the lowest point of $1.32 in 219 to $54, surpassing BYD and becoming the car company with the highest market value in China; Weilai's car-electricity separation model has been recognized by the state, and even the new subsidy policy has given it immunity; Weilai is the most sticky car company. Does the user bid for NIO? Day's enthusiasm is comparable to that of the Olympic Games ... "At the same time, this enterprise does live up to expectations. According to the data of the Federation, from January to October 22, Weilai sold a total of 36,721 new cars, a year-on-year surge of 111.1%. At this point, Wei Lai, the forerunner of the new force of making cars in China, has finally gained a firm foothold and is one step closer to his planned future. As for Xpeng Motors and Ideal, they are the most easily envied by traditional car companies. Unlike Weilai, Li Bin's dream of building a car also experienced a narrow escape. Without the help of Hefei Municipal Government at a critical moment, Weilai would have long since ceased to exist. This invisibly sets a huge threshold for imitators, and few people dare to try it easily. But Xpeng Motors is different from the ideal. In his own Weibo, Li Xiang, the ideal founder, has repeatedly expressed similar views: "I don't need 2 billion yuan to build a car, and I can make a profit by giving me 1 billion dollars." That's what he said, and he is working hard in this direction. On July 3th, US Eastern Time, LI successfully landed on Nasdaq, and its share price rose by 43.13% on the first day of listing, with a market value of $13.9 billion. Today, the market value of LI has reached $29.163 billion. The current market value of Xpeng Motors is as high as $32.915 billion. 32.915 billion US dollars, about 215.46 billion yuan; 29.163 billion US dollars, about 19.828 billion yuan. What is this concept? From January to November 22, the cumulative sales volume of Geely Automobile's US stocks exceeded 1.166 million vehicles (China brand sales), with a market value of US$ 27.15 billion; The total market value of Great Wall Motor in China, with a cumulative sales volume of 758, vehicles, is 228.757 billion yuan. Faced with this level of market value, countless car companies feel "sour". In a communication meeting, the leader of a car company kept sighing, "How can the market value of a car company with so little cumulative sales be so exaggerated?" Regardless of whether the market value is exaggerated or not, is this achievement enough to be called the winner of the automobile industry in 22?

●Volkswagen, Volkswagen, Volkswagen, Volkswagen, Volkswagen, the king of global sales. After entering 22, Wang is very busy. In China, the largest single market, the power of the public seems to be declining. According to the sales volume announced by the Association, although FAW-Volkswagen and SAIC-Volkswagen are still the two companies with the highest sales volume in China, the cumulative sales volume of Volkswagen brands in the former decreased by 9.9% year-on-year; In the latter, the cumulative sales of Volkswagen brands decreased by 2.6% year-on-year. Although the sales decline is normal in the background of 22, compared with FAW Toyota, Guangzhou Automobile Toyota, Guangzhou Automobile Honda and Dongfeng Honda, whose cumulative sales from January to November increased by 6.2%, 11%, 1.8% and .9% respectively, the sales performance of Volkswagen, the leader of the automobile market, is really not bright. From the perspective of insurance sales, from January to October 22, the market share of German brands was also overtaken by Japanese brands. Who should carry this pot? It is definitely not a BBA with a hot market performance. If it is not the public, why should Baowo carry it? Although there is still room for improvement in sales performance, in 22, Volkswagen really did several important things in the China market. The first is to launch the eighth generation golf. As the soul car of Volkswagen, golf plays an important role in the Volkswagen brand system. However, although the eighth generation golf has made some adjustments in appearance, interior and intelligent network connection, it does not match the expectations of some consumers. (For details, please refer to After the Controversial Replacement? Is golf still the future of the public?). What is awkward is that although the overseas version of the model is equipped with EA211? EVO's 1.5T turbocharged engine, but because the domestic version of this engine has not been mass-produced, the domestic brand-new golf will still use the "ancestral" 1.4T engine in the early stage, which will disappoint some consumers who value power upgrade.

"8th Generation Golf" For this new model, some people understand that "Volkswagen has put its main funds and energy into the electric transformation, and has no time to take care of traditional fuel vehicles". However, this is the opinion of some people after all, and we can't generalize. For the real evaluation of this car, we should wait a little longer and speak with sales results. The second thing is the electrification transformation. As we all know, in the global scope, the first MEB platform model launched by Volkswagen is ID.3, a hatchback model that meets the aesthetic and use needs of European consumers. However, if you look at the trend of market sales, you will know that the appeal of hatchbacks in China market is dying. If ID.3 is also used as the MEB starting vehicle in China market, it is very likely that it will fall into an embarrassing situation of applauding and not being a good seat.

『ID.4? X "But Volkswagen is Volkswagen after all, as the leader of the passenger car market in China.