Competing For The High-End New Energy Vehicle Market: How Does Dongfeng Draw The "Blue Map"?

Take the east wind and draw a blueprint.

On July 29, Dongfeng Motor Group Co., Ltd. announced the brand strategy of Landu automobile in Wuhan, and the first concept car voyah i-land was launched in the world.

"We are well aware that in the current severe market competition and differentiation elimination competition, it is very difficult for a brand-new enterprise and brand to be recognized by the market and consumers."

On July 29, Zhu Yanfeng, chairman and Secretary of the Party committee of Dongfeng company, did not shy away from the current challenges. In his opinion, Lan Tu was destined to take a different road from the beginning. He was the former and also wanted to create the future.

From the positioning of "high-end new energy vehicle brand", Lando is undoubtedly the brand of Dongfeng company to try again. It is planned to launch new models such as SUV and SUV in 2025 to meet the market demand of new models in 2025.

At present, new energy vehicles have become a new track of competition in China's automobile market. Based on the insight into the user's use scenarios of electric vehicles and the grasp of the development trend of the industry, China's independent brand car companies have opened a new round of competition on the track of high-end new energy vehicles.

Take a key step

In fact, in the face of fierce competition in China's automobile market and the objective fact that the market share of independent brands in the first half of this year has reached a new record, it has become the consensus of China's independent brand car enterprises to find a new track. In the future, the high-end new energy market with broad market growth space will also become an opportunity for automobile enterprises to break through.

As a representative of traditional high-end independent brands, FAW Hongqi also officially launched a new project of new energy vehicles in mid April this year, with a vehicle capacity of 200000, which is expected to be completed and put into operation in 2022; on July 28, Hongqi officially launched a large pure electric SUV e-hs9.

On July 30, when answering questions from investors, Dong Secretary of BAIC Blue Valley (600733) said that alpha T, the first product of high-end new energy brand arcfox, was still in the stage of accepting orders from customers and planned to go on the market within the year.

However, in the face of foreign "catfish" Tesla, Weilai gradually growing up, and even BBA, which has accumulated a hundred years of car building, in the battlefield of high-end new energy vehicle market, whether it is Landu, red flag or arcfox, they break through and choose a challenging track.

"Judging from the sales data, the high-end new energy vehicles still maintained a double-digit growth in the first half of this year, which is the general trend. From the national policy point of view, Lan Tu is at the right time to encourage the development of new energy industry. "

On July 30, Lei Xin, chief brand officer of lantu Automobile Technology Co., Ltd., said in an interview with 21st century economic reporter, "there are red flags in the north and lantu in the south. China is now stepping forward from a big automobile country to a powerful automobile country. The road of brand building and brand upgrading is the feelings and mission of every enterprise. Chinese local brands are going up as a whole, mastering core technologies and creating brand advantages Our common goal. "

As a new intelligent manufacturing enterprise of Dongfeng company, lantu carries the two important tasks of Dongfeng brand upgrading and new four modernizations transformation, and undertakes the strategic transformation task of Dongfeng Motor in the next 10 years or even the next 50 years as a central enterprise.

On the one hand, lantu wants to create high-end new energy passenger vehicle products to lead Dongfeng brand upward; on the other hand, it explores innovative management mechanism mode, forms the best operation practice of independent enterprise, and tries to create a successful template for China's independent brand to break through the encirclement.

"For a long time, Dongfeng has been criticized by the industry due to the unbalanced development of independent and joint venture brands and the slow pace of electric transformation. However, the arrival of Lan Tu means that Dongfeng has taken a key step in its own brand upgrading and electric intelligent transformation. " On August 2, Fu Yuwu, honorary chairman of China Automotive Engineering Society, said in an interview with reporters.

Opportunity + challenge

In fact, at present, China is in the era of consumption upgrading, and users' demand for quality reliability, sustainable service, scientific and technological experience and advanced quality is more urgent, and high-end brand is the development direction of China's independent brand cars in the future.

"The high-end new energy market is still at a relatively blank stage. Tesla develops a market for high-end new energy vehicles, while other joint venture brand models are not in place. Consumers don't have many models to choose from. It's an opportunity for independent brands to break through."

At this time, Secretary General Cui Dongshu told reporters at the national high-end energy market meeting that it was a better time to choose the high-end vehicle route from the perspective of information technology market on February.

"In the process of transformation from traditional vehicles to new energy vehicles, the future growth space of high-end new energy vehicles is extremely huge. Facing the future, the luxury car market itself has a scale of more than 2 million, so there is a great opportunity for independent brands to impact high-end products. " Cui Dongshu stressed.

But in the view of Zhong Shi, an automobile analyst, the current high-end new energy market is not optimistic, and taking the high-end route may not be able to stimulate the market or promote sales. Through the integration of high-end vehicles and high-end energy resources, it is necessary to create a real competitive base for the high-end brand through the integration of high-end brand and technology.

"At present, the new energy vehicle market is not optimistic, but cutting from the high-end is also a way to get through the darkness before dawn, so several major independent brands are developing to the high-end." Zhong stressed.

"Compared with the new forces of car manufacturing, we are a little later, and compared with the traditional automobile enterprises, we are relatively fast." On July 30, Lu Fang, chief executive officer and chief technical officer of lantu automobile technology company, told reporters.

Relying on the new strategy, new organizational mechanism, new business model and new team, Lando hopes to integrate Dongfeng's 50 years of experience in car making and the organization of new forces in car manufacturing to build China's "new strength of car making" and build a high-end intelligent electric vehicle to meet users in the era of new energy 3.0.

In terms of technology, Dongfeng is one of the first enterprises to do new energy, and has a deep accumulation in "three electricity" technology; in terms of automatic driving, Dongfeng has independently developed L4 level automatic driving.

At the same time, Lando will provide a variety of energy powertrain, including new electric and plug-in hybrid power. For the real energy mix in the process of solving the user's anxiety in terms of power.

In order to establish reliable and reliable connection with customers as the center, Lando will also build a new channel model, and the first brand experience store is expected to be completed by the end of October and the beginning of November.

In addition, Lando will cooperate with many of the world's top 500 auto supply chain enterprises, it technology Internet companies, and partners in the field of user ecology to jointly create products and services.

How to break through?

However, whether the current strategic plan of Pilan is just a blueprint for the future?

In fact, in the view of industry insiders, there is a lack of successful experience in the high-end road of independent brands from Guanzhi, which was the first to embark on the road of high-end to today's red flag. In the face of objective market competition, it is still uncertain whether the "latecomers" can stand firm and how much space the market leaves for "Lan Tu Men".

"There are great challenges for lantu to succeed. The most fundamental problem is how much Dongfeng is willing and able to invest. As long as there is enough capital investment, technology, talent, brand and market are not problems." On August 2, some insiders told reporters.

The industry insiders pointed out that it is not easy for Dongfeng to build Lando into another red flag. At the same time, Lan Tu's storytelling ability is not as good as the new force of car making.

Similarly, in the view of Mr. Zhong, Lan Tu, as an unfamiliar brand, has entered the market. How to quickly bridge the gap in brand and technology with the first entrants through market operation is still a huge challenge.

From the perspective of high-end new energy vehicle market, Cui Dongshu believes that Landau has both opportunities and challenges.

"At present, there are relatively few high-end new energy vehicles. Dongfeng has enough technology accumulation, supporting system and sufficient capital strength. For Landu, making cars is not a problem. As a high-end energy company, the transformation from a traditional energy company to a new brand needs to break the traditional thinking. "

For the future development direction, Cui Dongshu suggested that Lando seize the gap between the demand and supply of the current high-end new energy vehicle market, quickly push the high-end new energy SUV products to the market, improve the intelligent level of the products, and seize the opportunity to obtain growth.

"In terms of talents, Dongfeng has no problem, but it is very important to integrate resources. Due to the problems of system and mechanism, we hope Dongfeng company can better integrate internal resources for collaborative innovation, and stimulate internal vitality through the restructuring of mixed economy. " In Fu Yuwu's opinion, in order to create a high-end product of independent brand, we really need to do a good job in systematization.

In fact, it is not surprising that "Lan Tu" came into being. This is the inevitable choice of Dongfeng Automobile led by Zhu Yanfeng, and it will also be a bold attempt by Dongfeng to break through the existing system and mechanism and transform to intelligent and electric.

"Lan Tu" is not an isolated event. In March this year, the one-year restructuring plan of Xiaokang shares passed smoothly in the CSRC. According to the restructuring plan, Xiaokang will issue about 327 million shares to Dongfeng Motor Group at the price of 11.76 yuan per share, and acquire 50% of Dongfeng Xiaokang's equity. Dongfeng's withdrawal from Dongfeng Xiaokang, which is called "a new case of reverse mixed reform" in the industry, shows Dongfeng Motor's determination to break through the existing system and mechanism from another side.

In terms of intelligent transformation, Dongfeng has also ushered in a key step in the cooperation with other automobile central enterprises. On June 29, the company, jointly funded by Dongfeng company, FAW, ordnance equipment group, Changan Automobile and Jiangning Economic Development Technology Co., Ltd. (hereinafter referred to as "Zhongqi Chuangzhi") landed in Nanjing. The company is positioned as a forward-looking, common, platform and core technology R & D and industrialization company of new energy and intelligent connected vehicles.

Whether it is the cooperation with Xiaokang shares or the further implementation of the cooperation among the three central enterprises, Dongfeng can draw a beautiful "Lan map" as long as it focuses on, breaks through the constraints of mechanism, fully integrates resources and goes all out.

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