Original title: Hengchi announced six models overnight, which is the real estate giant's car-building strategy?
July is a critical month for the auto industry. In addition to preparing for the upcoming "Golden Nine and Silver Ten" peak season, the middle of the month also ushered in this year's first large-scale A-class auto show.Car companies are very busy, and the launch of new cars has invigorated the long-silent car market.
However, those who have been involved in building cars across the borderEvergrandeThere was also a wave of action in JulyFirst, Evergrande New Energy vehicle (Guangxi) Co., Ltd. was established on July 8.In less than two days, Evergrande Hengchi New Energy Automotive Technology (Guangdong) Co., Ltd. was established, and then at the end of the month.Evergrande HealthOfficially changed its name to China Evergrande New Energy Vehicle. A series of company establishment and renaming operations seem to confirm the good progress of Evergrande's car-building project.
Evergrande, as a real estate giant, has been involved in the automotive industry for more than two years. The future alliance of Faraday with Jia Yueting in 2018 once made us think that FF 91 was the main theme of Evergrande car building, but less than three months later, the two companies broke up, thinking that the China Evergrande New Energy Vehicle project would be affected, but in fact Evergrande has been looking for a partner in 2019, and the road to car building has not come to a standstill.
Xu Jiayin once said: "the 14 cars launched by EvergrandeI am confident that 8-10 of them are popular. "
For a "beginner brother" in the automotive field, Evergrande and Xu Jiayin do not know where their strength comes from.And according to HengThe big financial report shows that Evergrande's new energy vehicle business lost 3.3 billion yuan in 2019, which is not a big loss. For such a company with strong financial power, it is entirely acceptable to have a wave or even several waves of car-building losses in the early stage.
Six cars in one night, Evergrande shows its "banknote ability".
In 2019, Evergrande held a results conference, in which it was announced that the cooperative sales were 601.1 billion yuan, the core profit was as high as 40.8 billion yuan, and the cash balance was 228.7 billion yuan. The well-off real estate developers also made Evergrande bus station at a very high starting point.
On August 3 this year, China Evergrande New Energy Vehicle held a press conference in Shanghai and Guangzhou at the same time, and six models appeared on the stage. According to official sources, the unveiled models cover grades A to D, and the names of the models are quite simple, namely Hengchi 1, Hengchi 2, Hengchi 3, Hengchi 4, Hengchi 5 and Hengchi 6.
The scene of unveiling six models in one breath is not only rare in traditional car companies, but also has never been played in this way by the new car-building forces that have emerged in recent years.The birth of the six models of Hengchi series also let us see that Evergrande has the "banknote ability" which is different from other cross-border car companies.
From the current official news of some models, we can know:
Hengchi 1Positioning in the large car, the wheelbase is 3150mm, the appearance of the slip-back design, the hub size of 22 inches.
Hengchi 2 locates a medium-sized car with a slippery back shape and 22-inch wheels.
Hengchi 3 positioning medium and large SVU, body equipped with rear spoiler, 22-inch wheels and unique LED headlamp design.
Hengchi 4 positioning 7-seat MPV model, A/B/C/ D-column adopts hidden design.
Hengchi 5 positioning compact SUV,A/ B-column adopts hidden design, and the hub size is 22 inches.
Hengchi 6 positioning compact cross-border SUV, the car body adopts the design style of coupe SUV.
Six new cars are still in trial production, and production cars are expected to be adjusted in terms of their design style. Previously, Evergrande planned to recruit 8000 people to form a team around the world, and invited 15 well-known designers to work together to build more than a dozen models. The designers in charge of the six models are Anders warming, Michael Robinson and Maruyama Gonggu, all of whom are members of a team of design experts who have signed up with Evergrande.
Although the product covers a wide range of areas, and the models are fully sold, the official did not mention the core selling points, technical highlights, and production plans of the six models. According to China Evergrande New Energy Vehicle's planning, these models will achieve mass production as soon as next year, but the model parameters are not disclosed, and only shell products are used to brush the sense of existence. China Evergrande New Energy Vehicle estimated that he could not escape the fate of being labeled "PPT car-building" by netizens.
Can the early foreshadowing bring results?
In the process of building cars from 0 to 1, China Evergrande New Energy Vehicle did spend tens or even hundreds of billions of yuan on preparatory work. Unlike other new car-building forces, Evergrande does not have to worry about financing, and it has enough funds to invest in cross-border industries. Coupled with the fact that the project was personally implemented by founder Xu Jiayin, every step of Evergrande car building is actually paving the way for the establishment of the "world's largest new energy automobile group."
From the trend of Evergrande's investment in the automobile industry in 2019, it can be seen that Evergrande continued to own and acquire global automakers and parts suppliers until the launch of the "Hengchi" brand in August.
In terms of technology, Evergrande joined Swedish NEVS and battery company Kanai, formed a joint venture with Swedish supercar company Koenigsegg, acquired Dutch e-Traction and British Protean.Evergrande also obtains vehicle research and development capabilities, battery motor technology and so on.
In terms of production, Evergrande invested 160 billion and 120 billion respectivelyEstablish R & D and production of complete vehicle and battery motor in Guangzhou Nansha and ShenyangThe factory.
Generally speaking, although there is no car-building experience and no relevant technology accumulation, Evergrande entered the car-building field as a blank piece of paper and had to spend a lot of money on a number of "right-hand men". Evergrande's approach is different from that of other car companies, which are usually recruited and integrated into a complete team, and Evergrande solved the problem in a more direct and brutal way.Through the acquisition of real gold and silver, the whole vehicle and spare parts companies are integrated into a relatively complete set.Industrial chain, and finally achieve model production and landing.
Compared with ordinary enterprises, Evergrande's approach is of course very efficient, but it needs more funds to maintain operation in the later stage, which will also be one of the difficulties. At present, China Evergrande New Energy Vehicle has completed the industrial chain layout in manufacturing, parts supply, core power technology, car body design and so on. Xu Jiayin has also said that Evergrande has an annual production capacity of 1 million new energy vehicles, making it the largest new energy vehicle company in the world in 3-5 years.
Of course, Evergrande wants to take 3-5 years to surpass the world's largest new energy car company, that is, to replaceTeslaEveryone has a clear idea of the status and the degree of difficulty. Car building is different from real estate, the former depends more on innovation and creativity, even if Evergrande has put the necessary industrial chain in place, without a set of competitive integration plan, the final landing model will be lack of bright spots. then snubbed by the market, there is no lack of similar cases in the automobile market.
The Hengchi series of models will be officially put into production in 2021, when we can see the achievements of Evergrande car construction.
(article source: Ray Technology)