Subversion And Way Out: The Future Of Smart Power In Beijing Auto Show

This Beijing auto show, intelligent and electric is still the focus.

On September 26, 2020 Beijing International Auto Show officially opened. As the world's only A-class auto show in 2020, the Beijing auto show postponed to the "golden nine silver decade" is held smoothly, which injects a shot in the arm to the recovery of China's auto market, and also provides a hard won display window for automobile enterprises.

Although nearly 100 automobile brands participated in the Beijing auto show, there are still many automobile enterprises absent. It not only includes Dongfeng Renault, which exited in the first half of the year, but also a number of third tier independent brands, such as Lifan, Zhongtai, Haima, hanteng, Lufeng, baowo, FAW Xiali, BAIC Yinxiang, brilliance Zhonghua, etc., as well as a number of new automobile manufacturing forces such as byton, singularity, Bojun, future and ideal.

In recent years, great changes have taken place in China's automobile market. In the process of turning from high growth to downward adjustment period, there is an obvious feature of survival of the fittest. The era that once relied on market growth dividends to survive has gone. This year's epidemic has further exacerbated the industry reshuffle, and it is difficult for these marginal car companies to find opportunities to turn over.

Of course, first-line and second-line car companies are also in a completely different market environment. Judging from the market situation this year, the first-line automobile enterprises are less affected by the epidemic, and the market recovery speed is faster. Luxury car companies, represented by Mercedes Benz, Audi and BMW, sold more in the first eight months than in the same period last year, while the market share of Korean and French cars continued to decline.

The auto show is the wind vane of the industry. In this Beijing auto show, intelligent and electric are the focus of the whole field. The industry changes brought about by the two may bring about a new round of market structure adjustment. Weilai and Tesla have become the troublemakers of the high-end market.

Industry reshuffle will continue. The continuous progress of intelligent and electric technology may allow some second tier car companies to seize the opportunity to break through, or expand the gap and accelerate the death.

The differentiation is increasing

According to the data of the Travel Association, in the first eight months of this year, the cumulative sales volume of domestic luxury car market was about 1.533 million, with a year-on-year increase of 8%. It is the only market in the three major market segments to maintain positive growth. Joint venture brands and independent brands declined by 14% and 24% respectively.

The most serious impact on the auto market reshuffle is China's independent brands, which also causes a number of marginal autonomous survival crisis. However, within the independent brands, the head independent market performance represented by great wall, Geely and Chang'an is obviously better than other brands.

"Luxury brands, joint venture brands and independent brands, there are obvious polarization in all brands. All the first-line brands are very good, and the second-line brands are not very good." On September 26, Li Feng, vice president of Hyundai Motor Group (China) and general manager of Dongfeng Yueda Kia, said in an interview with 21st century economic reporter.

Specifically, in the luxury car market, BBA occupies the absolute main force, and the performance of the second tier luxury market such as Lexus and Volvo is also commendable. However, Dongfeng Infiniti and GAC Acura continue to decline in sales, facing severe market tests.

According to the new car insurance data, in August this year, the sales of BMW, Mercedes Benz and Audi in the Chinese market reached 77000, 74000 and 69000 respectively, with a year-on-year increase of 41.8%, 23.3% and 24.5%, respectively, and the recovery momentum is relatively strong.

At the Beijing auto show, BMW, Mercedes Benz and Audi once again emphasized the importance of China's automobile market. Although the leaders of the three auto companies failed to come to Beijing, they all expressed their attitude of continuously increasing investment in China through video.

"BMW Group has a long-term and firm commitment to China, and we will continue to expand our investment in China. China will play a crucial role in the transformation of personal travel. " Mr. zipuce, chairman of BMW Group, said.

BMW is making full use of China's new energy vehicle market. BMW's new pure electric BMW ix3 is produced in China and sold globally. Audi is also speeding up its electric strategy in China. Last year, it introduced the domestic Audi e-tron through import, which will be made in China this year, and the domestic version of Audi e-tron will also be displayed at the Beijing auto show.

Mercedes Benz has brought a new generation of long wheelbase E-class cars at this Beijing auto show. The biggest highlight of the new generation of E-class cars is that Mercedes Benz carries a lot of intelligent configuration and new auxiliary driving technologies.

In the mainstream joint venture brand segment market, electrification and intelligence are also the focus of communication of Volkswagen and Toyota at this auto show.

Although VW's first electric vehicle i.d4 based on the brand-new MEB platform was absent from the Beijing auto show, VW China CEO Feng Sihan introduced the car on the spot and revealed that VW id.4 will be officially released in Shenzhen on October 22.

At the Toyota Pavilion, Toyota displayed the "e-palette" real car, the first mass production pure electric vehicle c-hr EV / Yize e engine of Toyota brand, and the new FCEV "Mirai concept" and other electric vehicles, showing the overall layout of Toyota in various electric technology routes.

In fact, in order to promote the development of "new four modernizations" in China, Toyota actively cooperates with different enterprises in China. In the past year, Toyota cooperated with Baidu, pony.ai and momenta in the field of automatic driving and didi in the field of sharing. In the field of electrification, it has cooperated with yihuatong, BAIC Foton, remodeling, Jinlong, Ningde times, BYD, etc.

It can be seen that the leading enterprises in both the luxury market and the mainstream joint venture market have increased their investment in the field of intelligence and electrification in China, hoping to consolidate their market position. Compared with other car companies, their series of actions are more radical.

How can head autonomy subvert itself?

In this Beijing auto show, Geely and Great Wall Motors are undoubtedly the two car companies with the highest attention. They are the top and second place in the sales volume of China's independent automobile brands. Although they have been impacted to varying degrees in the first half of this year, they are better than other independent brands on the whole. However, at this auto show, both enterprises showed subversive changes, bringing new technology brands and showing new development ideas.

In July this year, Great Wall Motors launched its 30th anniversary special film "will Great Wall Motor survive next year?"? 》Self reflection. At the same time, it released three technical brands of lemon, tank and coffee, as well as a brand-new product system including big dog, tank 300 and other personalized named models, hoping to make the whole enterprise look new and realize the transformation of Great Wall Motor from a traditional enterprise to a global technology travel company. Subsequently, Great Wall Motors also carried out a series of organizational structure adjustments.

"Starting from the basic level of enterprise organization and culture, which are the lifeblood of an enterprise, only by reengineering the basic layer can Great Wall Motors become a more efficient, more open and more attractive platform organization." On September 26, Meng Xiangjun, the rotating president of Great Wall Motors, said in an interview with the reporter of the 21st century economic report.

According to the adjustment of the new organizational structure, Great Wall Motors hopes to achieve two links. The first is to connect brand, business enterprise and R & D. In the stage of commodity planning, we should pay attention to the competition, the market and the customers. We should have the joint participation of marketing and brand companies, provide information input for commodity planning, and open up and connect the path from commodity planning to product development. The second is to get through the combat units. Through the promotion of process and digital transformation, strengthen the management of brand company, each combat unit of brand company should be able to reach users, and be supported by professional departments and functional departments.

Meng Xiangjun told the 21st century economic reporter that Great Wall Motors has set up an enterprise digital center and a product digital center to empower products and markets. In addition, Great Wall Motors will speed up the mechanism innovation and make continuous changes in the aspects of organizational governance, performance management, post salary and personnel education.

On the eve of the opening of the 2020 Beijing auto show, Geely announced a new architecture sea "vast" on September 23. According to official information, vast architecture is a pure electric architecture with intelligent evolution experience, and is the "ultimate weapon" that Geely spent four years and invested 18 billion yuan to build.

The vast architecture carries Geely's ambition in the field of pure electric intelligent vehicles in the future. At the hardware level, it has made a complete and even radical planning, and has also got rid of the traditional design system of automobile architecture based on hardware.

An Conghui, President of Geely Holding Group and CEO of Geely Automobile Group, told the 21st century economic report that vehicles based on the vast structure will realize full automatic driving on open roads by 2025.

An Conghui said that although the investment in the vast structure is large, it is in line with the trend. On the one hand, it is the trend of the automotive industry to be electric, intelligent and networked. On the other hand, it is the adjustment trend of the automobile industry under the stock market. In the process of reshuffle of the whole industry, Geely should establish a "fortress" for itself.

In the field of intelligence and electrification, Great Wall Motors and Geely Automobile are willing to spend a lot of money, hoping to build their own strength in the future competition.

In the industry, in the whole process of automobile development to the new four modernizations, if we do not increase the investment in related fields, the products may not keep up with the needs of the times. If the product gap is too large, I am afraid it will be difficult to survive in the stock market.

Where is the way out for the second tier joint venture?

The situation of joint ventures is becoming more embarrassing. In fact, in the past few years, joint ventures such as DPCA, Changan Ford and Beijing Hyundai have faced varying degrees of challenges in China, with heavy burdens on their backs.

"Dongfeng Yueda Kia is really in a difficult period. Consumption upgrading, brand polarization, for the brand, this is a very difficult problem Li Feng told the 21st century economic reporter.

In the more cruel market competition, how can the second tier joint venture break through the market? It can be seen that since last year, some joint-venture vehicle enterprises with development problems in the Chinese market have obviously strengthened the communication between the joint venture partners of China and foreign countries, and some second-line brands have also put forward new development ideas. This year, they have also significantly accelerated the layout of electric and intelligent vehicles.

At the same time, Changan Ford, Beijing Hyundai and Dongfeng Yueda Kia all put forward plans for brand renewal or brand value reconstruction at this auto show.

"Four key words of Ford brand in Beijing auto show: MUSTANG mach-e, Ford's first pioneer pure electric SUV in the world, pioneer innovation," more Ford, more China "and intelligent high-end electrification are the core changes and achievements of Ford's brand" rejuvenation "and business transformation." On September 26, Chen Anning, vice president of Ford Motor Company Group and President and chief executive officer of Ford Motor (China) Co., Ltd., accepted the reporter of 21st century economic report.

He told the 21st century economic report that Ford is accelerating the innovation of related businesses around the "new four modernizations", and is working with relevant partners to promote the business planning of electrification, digitization and intelligence.

Beijing Hyundai and Dongfeng Yueda Kia hope to rebuild their brands and return to the track in China in the process of promoting the intelligent and electric strategy.

"Beijing Hyundai is entering a new stage of development, from" modern speed "to" modern technology ". It pays more attention to the shaping of the whole brand, technological breakthrough, and sustainable and high-quality growth." On September 26, Xiang Dongping, deputy general manager of Beijing Hyundai, said in an interview with reporters from the 21st century economic report.

It is understood that Beijing Hyundai's newly listed 10th generation Sonata, the seventh generation Elantra, which opens pre-sale at the Beijing auto show, and the fifth generation Tucson L, which will be launched next year, are all born on the i-gmp platform, the third generation technology platform of Hyundai. At the same time, it carries the latest technology of Beijing Hyundai in automatic driving and intelligent. Beijing Hyundai hopes to gradually reshape its technology brand through new platforms, new technologies and new experiences.

In Li Feng's view, in today's market environment, the key behind brand building and brand building is differentiation. What Dongfeng Yueda Kia wants to do now is to combine the original brand tonality of Kia brand to make the brand image clearer and more prominent.

"In addition to younger brand building, differentiation around youth also involves the degree, motivation and control of technology and intelligent Internet connection, so as to attract young people with high-tech or advanced innovation." Li Feng said.

The change of China's automobile market pattern makes some second tier joint venture brands stand at the crossroads of life and death. However, the smart market has also brought great challenges to them. Once this opportunity is missed, it will be difficult to break through in the Chinese market in the future.

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