The reason for this is that Maple Leaf Motor officially released the official map of its first product, Maple Leaf 30X, and revealed that it will hold a brand launch conference and the first product pre-sale conference in the near future.

It is understood that Maple Leaf 30X is positioned in a compact pure electric SUV model, and its NEDC comprehensive battery life is 306km. Built by the international team of Geely Shanghai styling center, it is an electric vehicle brand that Geely will release soon.

Experts in the automobile industry should remember that there was a brand called "Shanghai Huapu" at the beginning of the page in 2 1 century, and the logo was in the shape of a maple leaf. So we can't help thinking: Is this maple leaf car another old car brand resurrected?

Dialectical materialism tells us that there are three things to be clear about when dealing with things: who is it? Where is it? What does it want?

So, today, let's talk about everything about maple leaves.

First of all, who is the maple leaf?

According to the information on the Internet, Shengfeng Automobile Technology Group Co., Ltd. (hereinafter referred to as "Shengfeng"), which belongs to Maple Leaf brand, is a new energy company under Geely Holding Group. According to the industrial and commercial registration information, its registered capital is 2.404 billion yuan, of which Geely Science and Technology Group contributes 78%, Zhejiang Kangdi Automobile Co., Ltd. holds 22%, and its senior executives are Xu Zhihao and others.

Shengfeng was founded in March, 2065438+2009, and belongs to Geely Science and Technology Group. Its business covers automobile R&D, production, manufacturing, sales, after-sales, finance, travel and other fields. In other words, although Maple Leaf Motor does not directly belong to Geely Automobile, it is a veritable Geely family member under Geely Holding.

From the logo design, maple leaf and Huapu are both maple leaf shapes, so it seems that everyone still has doubts:

What was the relationship between Maple Leaf and Huapu before?

Let's look at these two logos first. The same three leaves are all upward, but the new maple leaf looks like a pine tree, while the original flower bed looks like a maple leaf, and there are few other differences. Of course, it may be that simplified Chinese characters are popular now, so the logo of the new maple leaf has only patterns but no words, while the original Huapu log has the letter "SMA".

Judging from the stock composition of Maple Leaf Automobile, except for 78% contributed by Geely Technology Group, Kangdi Automobile itself contributed 22%, which was invested and built by Shanghai Huapu Guorun Automobile Co., Ltd., a subsidiary of Geely Automobile Holdings, holding 50% of the shares, so the story of Maple Leaf brand runs through Geely all the time.

In terms of brand layout, Geely already has many brands, so:

What does the Maple Leaf brand do?

In fact, "Maple Leaf Automobile", as a brand-new new energy automobile brand of Geely Technology Group Co., Ltd., is not fighting alone.

Analyzing its market performance from the product structure, as another new energy product of Geely Science and Technology Group, Maple Leaf Automobile is the third new energy brand in the passenger car field after Polaris Polestar and Geometry Automobile. From the perspective of market positioning, Maple Leaf should be in the lower-end travel market.

Although the brand name of the newly launched Maple Leaf is Maple Leaf, there is not much difference between the first model of Maple Leaf 30X and Vision X3 in terms of product design and product parameters. The new car was upgraded on the basis of Vision X3, and a pure electric powertrain was adopted.

In terms of appearance, the changes of Maple Leaf 30X mainly focus on details. It uses a brand-new closed shield-shaped front air intake grille with a maple leaf logo in the center and rounded headlights on both sides to make this car look very heavy. At the same time, the C-shaped fog light area and the through air inlet on both sides of the car body appropriately increase the sports atmosphere inside the car.

In terms of body size, its length, width and height are 4005* 1760* 1575mm respectively, and its wheelbase is 2480mm, so it is positioned as a small SUV.

According to the previous plan, Maple Leaf Motor will launch three products in 2020. At the same time, more than five new products will be launched in the next three years, covering various market segments such as cars and SUVs.

There is also evidence that Maple Leaf will lay out the low-end travel market. The previous Kangdi electric vehicles were mainly concentrated in the field of elderly scooters. From 20 15, the main products of Kangdi electric vehicles began to use the "Global Hawk" trademark. Judging from the market layout of its products, Kangdi's products are mainly Geely Global Hawk series models. Then, nine times out of ten, the Maple Leaf car traced back to Kangdi will be oriented to the low-end market. Coupled with the ownership structure, Maple Leaf Motor and Cao Cao Travel belong to the same group. We can roughly guess that Maple Leaf Automobile will be a pawn in the field of Geely Science and Technology Group's layout of big travel, just like Cao Cao's trip.

Geely's ambition in the travel market

Geely has always attached great importance to the investment in the travel market.

According to Liu Jinliang, president of Geely Science and Technology Group Co., Ltd., by the end of last year, 10, Cao Cao had traveled in 50 cities with 42,000 pure electric vehicles.

But even so, there is no guarantee of sufficient profitability. Even a travel platform like Didi can lose 39 billion yuan in six years, and Geely's travel platform loss can be imagined. According to estimates, the annual cost of Cao Cao's special car business is as high as 5.326 billion yuan/year, and the difference between income and expenditure is 65.438+0.868 billion yuan, which does not include vehicle operating expenses. However, in the investment market, short-term profit and loss can not be used as the standard of layout or not.

In my opinion, with the advent of 5G technology and driverless driving, the ultimate goal of being a platform is to transform travel service providers, so it is necessary to build a complete ecological chain for the platform, accumulate big data and develop driverless driving. Therefore, Cao Cao's travel platform gradually launched services covering "special car, official business, pick-up and drop-off, tourism, shopping, local life" and other fields, and gradually improved the travel service ecology. Before this, what Geely can do is to digest the stock and extend the capital chain. At present, the effect of digesting inventory is very obvious, and the Emgrand series is an obvious example.

At the same time, Geely's stratification in the field of travel is also very clear. In the field of high-end travel, Geely and Daimler have high-end travel service brand "Yao Travel". In the mid-market travel field, Geely has a special car for Cao Cao, but in the low-end travel field, Geely's current market layout is still in a blank period. Combined with Kangdi's car rental market, Geely can completely open up the comprehensive market layout in the field of * * *.

Therefore, Maple Leaf Automobile is a pawn of Geely in the field of big travel. From this, Geely's travel layout will be more perfect.

Write at the end:

Many people like to use sales to prove Geely.

Of course, sales can really explain the problem, but I think sales can only explain the problems of product strength such as R&D and technology. A truly global car company should never be just a car factory, just as Alipay's function is not just payment. At this point, Geely is the best example.

Since the acquisition of Volvo, Geely's global layout and vision have actually been presented to the world, but at that time, not many people could understand Li Shufu's mind and vision, which is the most worthwhile place for Geely to learn.

It is almost foreseeable that after several decades or even years, China's automobile market will be the absolute leader and will be auspicious.

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.