On August 3rd, 2020, Evergrande Automobile Group released six new cars in Shanghai and Guangzhou. Hengchi 1-6 covers all levels of vehicles from A to D, including cars, coupes, SUVs, MPVs and crossover vehicles.
"Hengchi Liuzi" were all designed by masters;
Former BMW MINI designer Anders? Heating up, leading the design of two pure electric vehicles, Hengchi 1, Hengchi 2 and Hengchi 4, with official positioning of D;
Former fiat design director Michael? Robinson, who led the design of Hengchi 3, officially positioned the C-class pure electric SUV；;
Maruyama Gongdun, former head of Isuzu Design Center in Japan, designed Hengchi 5 for positioning A-class pure electric SUV and Hengchi 6 for positioning A-class crossover SUV.
Seriously be the Evergrande of the car.
On the surface, this is the result of nearly 10 months' work of "Evergrande Automobile Design Committee" headed by Xu Jiayin himself and composed of more than 15 top global automobile designers.
But the real driving force behind it is that in less than two years, Evergrande abruptly opened up a "golden avenue" with abundant capital to help "Hengchi Liuzi" arrive at the speed of light.
From 2065438 to September 2008, Evergrande invested in Guanghui Group, the largest automobile dealer in the world, and obtained the strongest sales channel that can be thought of at present. It really should be the sentence "If you want to be rich, build roads first";
2019,65438+10, Evergrande new energy automobile co., ltd. was established with a registered capital of 2 billion yuan, and Evergrande began to speed up on the road of building cars.
In the eight months from June to August of 20 19, Evergrande almost completed the construction of the whole industrial chain module of new energy vehicles:
On June 5, 20 19, Evergrande acquired 5 1% equity of Guoneng New Energy Vehicle, and obtained the dual qualification license issued by the National Development and Reform Commission and the Ministry of Industry and Information Technology.
Then, 10 days later, Evergrande acquired nearly 80% of the shares of Kanai New Energy, the leader of ternary flexible battery industry;
Five days later, it invested 654.38+0.5 billion euros in ALPRAAZ, the parent company of Koenigsegg. AB, the two sides set up a joint venture company to develop a new generation of electric vehicles;
2065438+In March 2009, Evergrande acquired Hubei Tate Electric;
On May 20 19, Evergrande acquired PROTEAN, an American professional hub company. Holding;
2065438+In August 2009, Evergrande and Hofer Powertrain Company of Germany established a joint venture power technology company.
By the end of 20 19, Evergrande had completed the construction of new energy industrial chain in the fields of vehicle manufacturing, motor electronic control, power battery, automobile sales, intelligent charging, and * * * travel enjoyment, with world-class top technology in the industry.
Based on the above information, we can basically draw the following conclusions about Evergrande Automobile Manufacturing:
First, Evergrande is serious about building cars, not playing with tickets or testing water. Evergrande set a record of spending 8 billion yuan 1 month, and also set a record for new car companies to promote six models at the same time. This is not a joke;
Secondly, Evergrande is likely to build cars in a "luxury" way, which can be confirmed from three aspects:
First, the ultra-luxury designer team and high-end industrial chain make Hengchi Auto absolutely take the "globalization" route;
Second, Hengchi new energy vehicles are likely to use their own "ternary soft package" batteries. Previously, the ternary soft battery was the royal battery of Mercedes-Benz pure trams, and Funeng Technology, which was invested by Mercedes-Benz, was the manufacturer of ternary soft batteries. Ternary flexible battery is characterized by high energy density and high safety, but its disadvantages are no price advantage and low carrying rate.
Thirdly, judging from the model of "Hengchi 6", there are only A0 and A-class cars. Obviously, these two models were temporarily abandoned by Evergrande because of their low prices and low product premium rate.
When Weilai Automobile Li Bin is still worried that 20 billion yuan is just a threshold for building a car, and when Li Li wants to go to the US IPO with trepidation based on only one model, Xu Jiayin Evergrande has already made a capital budget of 45 billion yuan.
As early as 20 19, 1 1, at the global strategic partner summit of Evergrande's new energy vehicles, Xu Jiayin firmly stated: Evergrande plans to invest 45 billion yuan to build cars in three years, and has invested 20 billion yuan this year (20 19) and next year (2020)/kloc-.
What is the concept of 45 billion for Evergrande?
Say three figures to see the strength of this "king of real estate":
20 19 Evergrande's interim results report shows that:
First, Evergrande's total assets are 2,098.6 billion yuan. This figure is placed in the GDP ranking of major cities in China in 20 19, which can reach the sixth place, second only to the north, Guangzhou, Shenzhen and Chongqing. It is no exaggeration to say that Evergrande is "as rich as an enemy";
Second, in the first half of 20 19, the core profit of Evergrande Real Estate was 30.35 billion yuan and the net profit was 27.06 billion yuan. Once again, it won the "profit king" with a cash balance of 288 billion. Evergrande "has surplus grain at home and earns money every day";
Thirdly, Evergrande has a land reserve of 3190,000 square meters in 209 cities across the country, with an estimated cash value of 5 trillion.
The first set of data shows that Evergrande can make cars if it wants to. The second set of data shows that Evergrande dares to lose and dare to consume; The third set of data shows that it doesn't matter if Evergrande really can't build a car. Money at home!
Therefore, the investment of 45 billion yuan, compared with any set of data above, is a matter of "nine Niu Yi hairs".
Of course, Evergrande itself is not shy about it. They said that sufficient funds are enough to make Evergrande stand out among the new forces in building cars.
It's good to have money! "Spin a thousand pieces of silver and come back!" . I wonder how Jia Yueting will feel when he sees what Xu Jiayin has done today?
Tesla used 17 years and only sold 4 models. Evergrande has built 6 cars. According to the plan, 6 models of 202 1 will be launched one after another, basically simultaneously.
This means that although Evergrande arrived a little late, the capital made Hengchi "arrive first" and won a valuable opportunity of "trial and error".
Constant resistance and lasting endurance
If you don't sing, it will be a blockbuster. Of course, it is better for six cars to be in a "hundred flowers blossom" situation, but if there is a problem in a certain design, a certain aspect or a certain place, or the expectation is inconsistent with the market feedback, Evergrande can quickly make adjustments and corrections, and those models with good sales just point out the direction for Evergrande.
It seems that Evergrande has done everything that money can do. However, some things, which are not so closely related to money, are equally important for making cars, and perhaps the last thing Evergrande should ignore when making cars.
First, the handling of details.
This article is actually caused by the logo design of "Hengchi" car.
At present, the mainstream direction of logo design is flattening, which embodies the modern aesthetic trend of simplicity and generosity. This is the case with BMW and Volkswagen, as well as the domestic Roewe R logo, geometric car and new force logo, all of which are completed according to this design idea.
Of course, this does not mean that the "Hengchi" logo must also follow suit. However, unless the car made by Evergrande is interpreted as the "Hengchi" logo to continue the "invincible" of Evergrande football, we have reason to suspect that the "Hengchi" car is suspected of being "lazy" in logo design.
Although the logo is small, its importance is self-evident. The design is good, the icing on the cake; If the design is not good, it may also be that "the embankment of a thousand miles was destroyed by the ant nest."
Second, about the integration of resources:
As we all know, Evergrande graduated from a "crash course". Resource integration is the most urgent and important thing at present. In the whole industrial chain, resources with different sources, different levels, different structures and different contents need to be identified, selected, absorbed, configured, activated and organically integrated by Hengchi Automobile, so as to generate orderly and systematic value and create new resources.
So 1+ 1 > 2 is the result that Evergrande likes to build cars, and the worst is 1+ 1=2.
Fortunately, there have been at least 1 incidents before, which can prove that Xu Jiayin, who was born as an "industrialist", has the management wisdom of drawing inferences from others.
Before the appearance of "Hengchi Liuzi", Evergrande, which already controlled Guoneng New Energy, also launched a new energy vehicle named "Guoneng 93".
Obviously, this car is the product of Xu Jiayin's "knowing what not to do". Because the national energy 93, which changed from oil to electricity, is obviously the product of the last century in any way. This car with little production has not been listed yet, and it has become the internal car of Evergrande.
Xu Jiayin wants to tell the owners of Hengchi that there is no design, no technology, no resources and no whole industrial chain. There is no market for the cars we build except for our own use.
In order to alert everyone, cherish resources, respect cooperation and fear the market.
Third, about product positioning and selling points.
As the saying goes, "the past is not forgotten, but the future is a teacher", and Evergrande Ice Spring is the "past" that cannot be forgotten. Evergrande Ice Spring lost 4 billion yuan in three years and was finally forced to transfer at a low price. The biggest problem is inaccurate product positioning. I have the idea of going high-end, but there is no high-end "practice" result. The sales channels are chaotic, the prices have fallen sharply, and the quality has been weakened again and again. I met Nongfu Spring and Jing Tian Baisui Mountain, which are particularly good at "telling stories". Evergrande Ice Spring can only "beat Maicheng".
Fortunately, both Hengchi Automobile and Evergrande Real Estate belong to anti-consumer products, and the trading methods can be used for reference. If the "Hengchi" brand is positioned as "luxury". Under high probability, the price range is 654.38+0.5 million-600,000. Let's look down. Tesla sells brand+technology, Weilai sells product design+service, and BYD sells technology reserves+the whole industry chain, each with its own strengths.
So, what is Hengchi selling? As a family, if possible, Hengchi will sell quality+Evergrande life circle, and connect the unique quality Hengchi car with the "ubiquitous" Evergrande real estate life area. Maybe Hengchi Automobile has a lot to do with it.
One more new force to build a car is only good for users, not bad. It is said that if there is no BYD, perhaps Tesla will not have cars below 300,000, which is the "superiority" brought by competition.
Now that "Hengchi" has come, the gas field is strong, giving the existing new forces a sense of urgency. In this case, let's look forward to how Hengchi subverts the new energy market and shows the power of China to build cars.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.