In the second half of the year, the new car forces have stepped up their efforts to "make things". In recent days, Dianjia Automobile announced the launch of the high-end brand ENOVATE. Xiaopeng Automobile also announced on August 2 that it had obtained 4 billion yuan in Series B financing. Next week, Qiantu will also announce the official launch of its first mass-produced car K50. The first large-scale opening of factory tours, etc.
Today, new cars have not yet achieved a large-scale foothold in the market, but the "PK" of financial strength and products is in full swing. Delivered earlier electric coffee cars, and announced the creation of a high-end brand without stopping. In an interview with the media including reporters, Zhang Hailiang, chairman and CEO of Dianka Automobile, said that at this stage, there is no need for new car companies to separate into an echelon, but the recognition of the market in the next two to three years will be extremely critical.
As a new car force, electric coffee cars are one of the few car companies that have been delivering delivery for more than half a year. The sales of the first model, EV10, have exceeded 1,000. Although the number is not large, it is already quite "outstanding" among new cars, and the other is in the market. Yundu has been delivering for a long time, and Weilai Automobile has recently started small-scale deliveries.
However, on July 31st, ENOVATE launched a new high terminal brand non-stop, ENOVATE. Compared with ENOVATE’s EV10, which is positioned in the young and rental market, ENOVATE’s first mass-produced car has to be compared to BMW i5 and special Sla Model3 and other models.
"At different stages of the company's development, we may focus on different and main applications. At the beginning, Dianjia Automobile launched a boutique car to satisfy leasing or some young customers' cars as a means of transportation. But this car is definitely It does not represent the strength of our entire electric coffee company, nor does it represent the image of our entire company. Therefore, from the perspective of the company's own capabilities, we can completely control a high-end brand and launch high-end, series of models." For high-end brands, Zhang Hailiang told reporters.
He said that starting with small cars, the electric vehicle market has gradually risen. “In the past two years, small cars have a relatively high proportion of electric vehicles, but we feel that people’s acceptance of cars and electric vehicles is getting higher and higher, while high-end, Larger, better-quality, high-quality cars are becoming more and more accepted. We have started to build such a high-end brand almost eight or nine months ago." Think of new car-making forces such as Weilai, Byton, and Qiantu. The first products to enter the market are all high-end models, of which Weilai ES8 has been launched. As for ENOVATE, its factory in Shaoxing is under construction. It is expected that the whole line will be completed and put into production in June next year, and it will be launched into the market in the second half of next year.
In response to the issue of the comparison of new car forces frequently mentioned by the outside world, Zhang Hailiang said that with regard to the problem of new forces' car building echelon, the start-up new forces companies are still in the initial stage, or the first two or three years of introduction, with real strength. It may take some time to divide the echelon. "From our point of view, we certainly hope to be the first echelon, but the definition is still too early. It still depends on what the first car comes out, and after your product is introduced to the market. After two to three years of market recognition, you can truly find the customer’s positioning for you, and which echelon you belong to." But Zhang Hailiang revealed that the first high-end model will be competitive in terms of competitors, price, and customer temperament. Meet the standards of high-end European brands.
Nowadays, new car forces have not yet entered the market on a large scale, and it is still too early to judge whether they sell well. However, in terms of financial strength, especially financing strength, Dianjia Automobile is obviously not in the first echelon. Just today, Xiaopeng Automobile announced that it has completed the B+ round of financing with a total contract amount of 4 billion yuan. Chunhua Capital, Morningside Capital and Xiaopeng Motors Chairman and CEO He Xiaopeng jointly led the investment. This is also the largest single round of public financing among new car forces so far in 2018, and Xiaopeng Motors' valuation has reached 25 billion yuan. Compared with the current 2.5 billion yuan financing of Dianjia Automobile, Xiaopeng Automobile’s single financing has far exceeded its opponents, and the current "head" forces of new cars, Weilai Automobile and Weimar Automobile, have long been financing. Break through the tens of billions level.
However, as to the question of whether 2.5 billion yuan is enough, Zhang Hailiang emphasized that the electric coffee car will only be mass-produced, and will not be a "cool concept car", "so we will (build the car) speed relatively fast." The EV10, the first mass-produced car of the automobile, was jointly produced by Southeast Motor and was already on the market as early as last year at the Guangzhou Auto Show.
New forces have gathered at the high endAlthough it also focused on the small car market in the early stage, the electric coffee car quickly came together with many new car manufacturers in high-end.
Take Weilai as an example. The ES8 currently on sale has a price of more than 400,000 yuan, which can be called one of the "highest" independent new energy vehicles. Before that, Weilai had launched the EP9 electric supercar, which can be called " The model of "holding high and fighting high". At the beginning of the birth of Byton, it was clearly based on the high-end market. The two main founders of the company, Bi Fukang and Dai Lei, also came from traditional luxury brands. At present, BYTON's SUV concept car BYTON M-Byte Concept and luxury sedan concept The BYTON K-Byte Concept has already been unveiled, and the former will be officially launched in the second half of next year. In addition, the first car of the new car forces such as Qiantu and Ranger will also be positioned at the high end. Although Xiaopeng Motors emphasizes the main mainstream products, the G3, the first mass-produced car delivered to outside users, has a pre-sale price of 200,000 to 280,000 yuan, which has already left many traditional independent brands in price.
However, if you compare the "originator" of the new car in a horizontal direction, it is not difficult to find that starting with high-end models and gradually launching models with lower prices is also a routine action for new high-end brands. Model 3 benefits from Model S and Model X. With its accumulated market accumulation, it is easy to break into the market. Although the production capacity is still severely insufficient, the Model 3 has been firmly established in the US car sales list. In fact, Weilai's second mass-produced car ES6 is also positioned as a compact SUV, and its positioning is also lower than that of the ES8. As for Byton, co-founder Dai Lei told Nandu reporters in April this year that the price of the first mass-produced car will start at 300,000 yuan. “The high-end version will be higher than 400,000 yuan. In fact, to be honest, our pricing is too high. It’s lower, because our cars are worth five to six hundred thousand from the outside."
New cars now have almost the same starting line. In the past years of development, my country’s independent brands have encountered many obstacles on the road to high-end. Until now, Geely and Great Wall have hatched Lynk&Co and WEY as representatives of high-end brands. Officially established a foothold in the market. Strictly speaking, Lynk & Co is a joint venture brand jointly created by Geely and Volvo. However, the starting price of the above two brand models is also around 150,000, and the positioning of newly built cars with hundreds of thousands of "high-end" "The forces are far apart.
Dianjia Automobile CMO Xiang Dongping told Nandu reporters that it is not easy to establish new brands, especially high-end brands. This is a very comprehensive and contains many details. "For example, Weilai, it made a sports car, not just because it made a sports car, people think it is very high-end, or very advanced, in fact, from the entire level, including products, including marketing, including channels, Including all the details of communication with customers, it is a complete system."
It is reported that based on the iMA intelligent digital architecture, ENOVATE plans to launch eight intelligent vehicles in five years, gradually realizing the product layout from A0 to C, from cars, SUVs to MPVs, and from passenger cars to commercial vehicles, covering private and commercial vehicles. The shared and logistics new energy vehicle market is expected to reach a planned sales volume of 360,000 vehicles in 2025.
"From the start-ups, automobile companies generally have nothing to do with funds or products. After the product is launched on the market, it cannot be truly accepted by customers, or your product positioning is not recognized by users. In this way, it is impossible to open the market. In this case, it will decline and disappear in the future, so I think the key is your own brand positioning and whether the product that carries the brand positioning meets your original idea. , A positioning, so I think this is very important." Zhang Hailiang commented on the high-end development of electric coffee.
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