At the end of last year, in the announcement of the 327th batch of road motor vehicle manufacturers and products published by the Ministry of Industry and Information Technology, the application information of a new energy vehicle attracted the attention of many media. The vehicle is positioned as a compact SUV with the logo "Maple Leaf" and the vehicle name "Maple Leaf 30X". At this point, the Maple Leaf brand and its first product, Maple Leaf 30X, surfaced.
Who is the maple leaf? Is there a new force to build cars again?
According to the industrial and commercial information, Maple Leaf Automobile belongs to Shengfeng Automobile Technology Co., Ltd. (hereinafter referred to as Shengfeng Technology), which was established in March 20 19 with its registered address in Xihu District, Hangzhou. It belongs to the group "Kangdi Automobile Industry" and is wholly controlled by Geely Technology Group Co., Ltd. Its business scope includes automobile R&D, production, manufacturing, sales, after-sales, finance, travel and other sectors.
Who is Kangdi Automobile Industry? Kangdi Electric Vehicle Group was jointly funded by Zhejiang Kangdi Vehicle Co., Ltd. and Shanghai Huapu Guorun Automobile Co., Ltd., at that time, each party held 50% of the shares. It is not difficult to find that Shanghai Huapu Guorun Automobile Co., Ltd. is a subsidiary of Geely Automobile Holdings Co., Ltd., but Geely Technology Group increased its shareholding in 20 19 and became the absolute controlling shareholder of Kangdi Electric Vehicle Group, with a shareholding ratio of 78%. In other words, Shengfeng Technology is a subsidiary of Geely Technology Group, and Maple Leaf Automobile is a brand-new energy brand of Geely Technology Group.
With Polaris Polestar and Geometric Car, why did Geely launch a brand-new energy brand?
Maple Leaf 30X is located at A0 level. Judging from the published official map, the overall shape is highly consistent with Geely Vision x3, and can even be understood as a new energy version of Geely Vision X3. The price of Geely Vision x3 is 52,900 yuan, which belongs to the low-end products of Geely Automobile. We can infer that Maple Leaf 30X is also positioned in the low-end travel market.
As we all know, Geely Holding Group currently owns luxury cars Polestar and mid-range brand geometric cars in the field of new energy. The low-end brand Maple Leaf Automobile launched by Geely Automobile Group covers three levels of new energy brands: high school, low school, middle school and low school. As far as the overall market layout is concerned, Geely has become the most complete automobile enterprise in China, and its product layout has been extended to every corner of making cars, which can fully meet the needs of different levels of domestic consumer groups and realize Geely's "all-inclusive" in the automobile trading market.
Under the background of Geely's "big trip" strategy, what is the role of Maple Leaf Automobile?
2019165438+10/3 At the 5th World Zheshang Conference, Li Shufu, Chairman of Geely Holding Investment Group, said: "We should carry out in-depth cooperation with the middle and lower reaches industrial chain with an open attitude, promote the construction of innovative technology enterprises, and gradually realize the transformation from automobile manufacturers to mobile service providers." It is precisely under Geely's "Great Travel" strategy that Geely Automobile's travel map is constantly expanding: the network car "Cao Cao Travel", the air travel service bureau layout Terrafugia (flying car) and Volocopter (city short-haul flight), and Tencent jointly won the bid for the equity transfer project of EMU WIFI management company. Guo Tiejixun Technology Co., Ltd. was established by the three parties and joined hands with Daimler 1 1 last year.
As can be seen from Geely's "big trip" map, just like Geely's automobile product line, Geely is also divided into three levels in the field of travel. There is a brand of "Yao Travel" in the high-end travel field, "Cao Cao Travel" in the middle-end travel field, and the low-end travel field is still blank. Maple Leaf Auto also officially stated? Maple Leaf Automobile is the core member of the Maas three-dimensional travel ecosystem of Geely Science and Technology Group. Then we can roughly guess that Maple Leaf Automobile will become a large-scale travel field of Geely Science and Technology Group, and it is also a chess piece that focuses on low-end travel.
Green Engine Comments: The launch of Maple Leaf Motor is not only another new energy vehicle with high cost performance in the market, but also comes into being under the "big travel" strategy of Geely Science and Technology Group, bearing the ambition of Geely's "big travel" empire. In the words of Xu Zhihao, CEO of Geely Technology Group, "Maple Leaf Automobile, as an important carrier of the automobile travel sector in Geely Technology Group's big travel strategy, undertakes the important mission of research and development, manufacturing, technical route and business model innovation exploration of new energy vehicles."
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.