New energy independent brand momentum of the policy guidance to double its pressure

Nov 11, 2019   Pageview:241

In the early new energy vehicle market, the policy orientation is obvious, and the subsidy figures are considerable. A large number of self-owned brands take the lead in taking root in the market through the uneven new energy products, and get rich subsidies. However, in the context of declining subsidies and the implementation of the "double points" system, the pressure of independent brands has emerged.

Under the general trend of the gradual popularization of new energy vehicles, international giants are also accelerating their layout.

On June 5, world environment day, general motors unveiled its electrification path in China, promising to move toward "zero emissions". Nandu learned from general motors China that by 2020, it will launch a total of 10 new energy models in the Chinese market. In addition to the new cars, gm also further opens up the upstream industry chain, making it clear that it will produce batteries in China, which clearly demonstrates its comprehensive attitude to new energy.

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Assemble the battery to get through the upstream industry chain

For now, gm has not launched too many new energy models in China. For example, the Chevrolet Bolt, which already has a certain market base in North America, has not entered China. The three new energy vehicles launched in China are: Cadillac CT6 plug-in hybrid, buick VELITE5 plug-in hybrid and baojun E100 pure electric vehicle. The buick VELITE6 plug-in hybrid and its sister VELITE6 electric car will also be available.

At the technology on gm's global executive vice President and tsien, President of gm China revealed to the media models on the progress in the next five years, "from 2016 to 2020, will launch 10 new energy vehicles in the Chinese market, next, also will further expand the product layout, is expected to total in 2023, huaxin energy models will be double." That could mean as many as 20 new energy vehicles in China in five years.

Compared with the number of models, gm's other big bomb in electrification is the core of new energy vehicles -- batteries. On the road to electrification, gm did not directly introduce complete battery packs, as many automakers do. Instead, it chose to assemble its own batteries, trying to open up the upstream industry chain and customize batteries for its models. Qian huikang revealed to the reporter, as the products have been put on the market, saic-gm power battery system development center is now in operation, for the local production and sales of electric vehicle battery assembly, this is also the world's second general motors battery assembly organization. However, gm has not announced specific battery capacity and capacity plans.

As early as 2011, the center set up a battery lab to create electrified products for the Chinese market.

A waiting giant

Compared with the numerous pure electric models launched by many self-owned brands in recent years, although gm has a "zero emission" plan, it is still waiting in the air in terms of the pace. In terms of the schedule and technical path, gm does not give itself a "dead order".

"There is a transition period from a conventional fuel car to a pure electric future. At present, we are vigorously promoting new energy vehicles, pure electric vehicle research and development, as well as market promotion. As for the timetable for the withdrawal of fuel oil vehicles, it is difficult to predict the specific year when the traditional fuel oil vehicles will completely lose consumer demand and thus withdraw from the market, so we will not set a specific timetable. Qian said.

To achieve "zero discharge" of technical route, gm is not reject any technology, gm China electrification, chief engineer, Jenny (JenniferGoforth) said gm's electrification strategy covers a variety of technology, "whether it is a hybrid, plug-in hybrid or pure electric technology, we focus on all areas of technology." She also revealed that in order to achieve a "zero emission" future, in addition to pure electric models, fuel cell models are also included in gm's plan, and there are even plans to launch fuel cell models in the us market.

It has years of technical expertise, but it is not aggressive in China's new energy market. It is also reminiscent of another giant, Toyota.

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Despite years of research into hybrid technology and fuel cells, it was not until this year's Beijing motor show that Toyota first introduced two PHEV models, the faw Toyota corolla and the gac Toyota ryling PHEV versions. At that time, Toyota motor (China) investment co., LTD., chairman and general manager xiao Lin yihong SMW reporter interviewed a means that no matter how good technology, Toyota must be able to bring new energy car models, can let consumers afford it, "and so on both in terms of price, or from the technical maturity, corolla, ralink to serve as the basis for development of PHEV models are more conducive to popularity." He also revealed that the EV model will be officially launched in 2020. "Toyota will also develop the EV model based on the most popular model among Chinese consumers and provide it to Chinese consumers in a universal way."

Both gm and Toyota seem to have "missed" the window when new energy vehicles landed and received high subsidies in the past few years despite their relatively strong reserves of new energy vehicle technology, both due to the consideration of product promotion schedule of car companies and non-domestic batteries. But going into 2018, the giants' plans have become clearer, with more room to maneuver.

In addition to the two companies, BMW, a luxury brand, has adopted a "battery-first" model as it massively promotes new energy models in China. Half a year after the official production of BMW brilliance power battery center in October last year, the second phase of the battery plant project has been started, which will serve as the production base of BMW's new fifth generation power battery and become an important part of BMW's research and development system. The center will enable BMW to respond quickly to the market demand for new energy vehicles in China.

Similarly, mercedes-benz has a key link in its cooperation with baic in the construction of battery factories, while tesla, which is making a lot of noise about the factory construction plan in China, also pointed out that the Chinese factory will have battery production plan in the news of the shareholders' meeting. It is not hard to see that although joint venture or foreign brands are far behind their own brands in the sales volume of new energy vehicles at present, they have more leeway to act according to the situation by building battery factories and other models to open up the industrial chain.

How to deal with independent brands?

Due to the obvious policy orientation of the early new energy vehicle market and the considerable subsidy figure, a large number of self-owned brands take the lead in taking root in the market through the uneven new energy products, and get rich subsidies. However, in the context of declining subsidies and the implementation of the "double points" system, the pressure of independent brands has emerged.

Nandu previously also reported that even the well-deserved new energy "a big brother" byd, also because of subsidies decline, profitability decline and other reasons, into the whirlpool of profit slump, earnings data shows that byd first-quarter profit plummeted 83%, and byd is expected to have a big drop in the first half of the profit. A similar situation also happened to jianghuai automobile, whose net profit in the first quarter also dropped by 20%. The decline in subsidies for new energy vehicles is one of the main reasons.

Go to byd, for example, although it has complete "SanDian" core technology, but when the policy changes, short time and hard to parry decline of subsidies, such as adverse factors, in the industry point of view, this in the final analysis, or independent brand new energy vehicles product needs to be improved, especially the EV model is difficult to move a large number of consumers to buy. Li shufu, chairman of geely holding, also issued a "warning" at the recent BBS conference in longwan, saying that with the further opening of China's auto industry, the opportunity period left for Chinese auto companies is only five years. Facing the new energy vehicle market, scale effect must be created quickly.

Market observation

The scale of new energy vehicles needs to be improved

In the past few years, the overall sales volume of new energy vehicles has maintained high growth, but the overall penetration rate of new energy passenger vehicles in the domestic market is still less than 3%, and the barriers of self-owned brands in the field of new energy vehicles are not strong enough. More notably, the attraction of new energy vehicles to individual consumers needs to be strengthened. TalkingData's data released in 2017 also shows that private purchase accounts for only 50% of the users of new energy vehicles, while the rest are purchased by travel platforms and enterprises, etc., and most of the purchases are made in cities with purchase restrictions. Influenced by policy factors, the influence of new energy vehicles on individual consumers remains to be improved.

And just building cars power stronger international giants, with rich technical reserves and abundant reserves of models, such as Toyota and gm has more than 20 years of experience in research and development of new energy vehicles, Toyota PHEV and EV models can be imported through the hot-selling models for many years, the BMW X1 and 5-series has also can be in the city for purchasing "green card", the international giant is with an aggressive posture into the market.

However, its own brands are not sitting still. Realizing that its products are not enough, byd has announced that it will renovate all its models and enter the "new era of vehicle manufacturing". Geely, which announced its comprehensive entry into new energy two weeks ago, is also very confident that it will enter the high-end market with the new energy version of its flagship borui model, borui GE. Considering that only 770,000 new energy vehicles were sold in China last year (578,000 of which were new energy passenger vehicles), there is still a huge space in the market. Even if the independent brand is not established, or the international giant waiting for an opportunity, there is still a chance to take a bigger share in the new energy vehicle market.

The page contains the contents of the machine translation.

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