Six New Cars Released At One Time: Evergrande Says It Will Surpass Tesla

On August 3, Evergrande automobile group released six new models in Shanghai and Guangzhou.

Although this is only an internal online release, and no media or partners are invited, Evergrande's super "ditch" writing has caused widespread concern: before, although hengchi 1, which had been long predicted, could not be released on time, no one expected that in August, Evergrande suddenly released six models in one breath.

The six models released this time are all pure electric models of hengchi brand, named hengchi 1, hengchi 2, hengchi 3, hengchi 4, hengchi 5, and hengchi 6. At the same time, the six new models not only include passenger cars, SUVs, MPV and other common passenger cars, but also cover all levels from a to D, which means "catch all in one net".

Together with the unveiling of hengchi's brand logo: it looks like a shield, and its main body is a roaring lion, which is similar to the tiger's side face in the logo of Evergrande football club. It is also said to be "like the combination of Porsche (logo) and Roewe (logo)".

In addition, Evergrande didn't release information about model parameters, and other key information such as driving range, power and energy consumption of various models were not disclosed this time. Many media in the industry believe that the six models are still in the concept stage, and it is not clear whether the final mass production can be made.

In recent years, Evergrande group, a real estate giant, has entered into the field of car making and quickly formed a team through mergers and acquisitions. In the outside world, although Evergrande, which is "not short of money", has significant capital advantages, the effect of car making needs to be tested by the market.

However, Evergrande group and its Chairman Xu Jiayin are very persistent and confident about this. For the six models released this time, the company's press release said bluntly: "with the completion of the world's first show of six hengchi models, Evergrande has become a" new catfish "that stirs up the new energy vehicle market. It can be predicted that hengchi, which has both talent and appearance, is expected to quickly seize the market after its listing, surpassing Tesla and becoming the industry leader. "

The core selling point is modeling?

Evergrande's six models released this time have no detailed parameters and configuration information, only simple introduction and appearance pictures. Among them, hengchi 1 is a D-class luxury car with a wheelbase of 3150 mm, hengchi 2 is a sports B-class car, hengchi 3 is a luxury C-class SUV, hengchi 4 is a luxury big 7-seat MPV, hengchi 5 is A-class SUV, and hengchi 6 is A-class slip back SUV.

Modeling is the focus of Evergrande automobile's publicity this time. According to the high-end car design, it can be said that the design of high-end car body is full of "streamline design, high-end color matching and grand design".

Xu did not pay attention to the car design of the 21st century. Many people who had ever contacted Hengda car design did not pay attention to the car design. Last year, Mr. Xu worked with hengchi as the world's top designer to ensure the design of the world's best designer.

The styling team has always been one of the focuses of Evergrande automobile publicity. According to the situation introduced by senior executives of Evergrande health (00708.hk, now renamed as "Evergrande new energy automobile group", hereinafter referred to as "Evergrande motor") at the performance communication meeting, the company has three model project teams in Germany and Austria, as well as design teams distributed in Europe, Japan and the United States.

It is said that the six models released this time are designed by Anders warming, Michael Robinson and marushan gonggu from Evergrande's "strongest design group", and they have also designed many classic models such as the Porsche B99 concept and BMW X6.

How about the styling of hengchi new car? Like most models, they belong to the category of subjective feelings. The reporter noted that the current evaluation on social media is also somewhat divided. Some people think that "the appearance is not low", but others hold a reservation.

"Six models released together, it is easy to feel that there is no memory point," an automotive industry source told reporters.

Of course, the shape of the design is difficult to adjust, and ultimately depends on whether consumers pay.

Evergrande's ambition

From the consistent style of Evergrande, it is "unexpected and reasonable" to launch six models at one go.

According to the plan, Evergrande will develop 14 new energy vehicle models and put them into mass production from the end of 2021 to the beginning of 2022. Few car companies release such a plan before mass production of any model. Even the new car manufacturing forces that were previously looked down upon by many traditional car companies are basically developing a model for the market, and then continue to launch other models.

This is the ambition of Evergrande and Tesla. According to Xu Jiayin's bold words at the previous press conference, Evergrande plans to invest 45 billion yuan in three years to build 10 production bases in the world, and to produce 1 million vehicles annually in 3-5 years, becoming the largest and most powerful new energy vehicle group in the world.

At the same time, the small wizarding group has launched a series of "big wizarding" car production bases in the lower reaches of the country. At the same time, it's just a big move for henghao to invest more than 600 million cars in the lower reaches of the industry.

In fact, Evergrande has also accelerated the business integration of the automobile industry this year. Looking back, Evergrande motor has made two important moves this year. First, it has wholly acquired NEVs shares. NEVs is an electric vehicle company. Last year, Evergrande acquired 51% of its shares. Subsequently, Evergrande increased capital frequently on NEVs and finally realized 100% shareholding. The second is that the name of the listed company changed from Hengda health to Evergrande automobile, because "new energy vehicles have become the most important part of the group Business ".

Evergrande automobile, a Hong Kong listed company, was originally a platform for Evergrande to lay out the big health industry and the new energy automobile industry. Now, new energy vehicles are catching up and becoming the most important business. However, in terms of performance contribution, new energy vehicles still need continuous blood transfusion.

According to the annual report of 2019, Evergrande's new energy vehicle business suffered a net loss of RMB 3.31 billion last year, nearly doubling the loss margin year on year. Moreover, according to the future investment plan, the loss may be difficult to improve in the short term: Xu Jiayin's investment of 45 billion in three years, including 20 billion in 2019, 15 billion in 2020 and 10 billion in 2021 - although the investment amount will gradually decrease in recent two years, it is still quite large in absolute terms.

With high investment and long R & D cycle, strong capital reserve is the necessary foundation. At the same time, automobile enterprises also need to improve efficiency, promote the mass production and listing of vehicle models as soon as possible, so as to accumulate strength and blood transfusion for the follow-up development. From this point of view, Evergrande has launched six models at once, or it is also to prepare for the launch as soon as possible.

?