Text || Fruit juice
20 19 is a decisive year for low-speed electric vehicles.
This year, many changes have taken place in the field of electric vehicles. In the first half of the year, domestic sales of electric vehicles were still rising steadily, while subsidies for electric vehicles began to decline in the middle of the year. In the following six months, the domestic electric vehicle market experienced six consecutive declines.
At the same time, the field of low-speed electric vehicles has also undergone tremendous changes. In 20 18, six ministries and commissions, including the Ministry of Industry and Information Technology, issued a regulatory notice on "upgrading a batch, standardizing a batch and eliminating a batch" of low-speed electric vehicles, requiring enterprises to stop production from 20 19 to 1 and wait for the release of the national standard. 20 19, 10 The Ministry of Finance issued a document saying that it supports the upgrading of low-speed electric vehicles and urges products with low level and poor safety to withdraw from the market.
Two papers claim that low-speed electric vehicles have ended the era of barbaric growth.
In 20 19, the national standard for low-speed electric vehicles has not been released, and many low-speed electric vehicle enterprises have fallen into the critical point of life and death. In order to save themselves, some powerful and skilled enterprises began to explore self-help.
These enterprises * * * explored three ways to become full members, namely, merging traditional automobile enterprises, applying for production qualification and cooperating with traditional automobile enterprises.
▲ Summary table of low-speed electric vehicle enterprises turning positive.
2065438+At the beginning of 2009, Shandong Redding wholly acquired Sichuan Mustang Automobile at the price of/kloc-0.45 billion yuan. 20 19 12.27, Shandong Baoya New Energy Automobile Co., Ltd. (hereinafter referred to as Shandong Baoya) invested/kloc-0.5 billion yuan to acquire 70.5% equity of FAW Jilin.
Two big acquisitions at the end of the year reflected the anxiety of low-speed electric vehicle enterprises.
Enterprises such as Land Ark and Yujiema applied for automobile production qualification by themselves and successfully obtained the production qualification. Some low-speed electric vehicle companies represented by Kangdi and Turing chose to hold the thighs of the car companies. The two companies cooperated with Geely and Great Wall respectively, and also obtained the production qualification of new energy vehicles.
Although they have completed the regularization, the development of these enterprises is not very clear after the regularization. Judging from the market situation, these car companies still failed to make waves in the market. It should also be noted that in addition to these successful low-speed electric vehicle enterprises, there are still a large number of low-speed electric vehicle enterprises facing the risk of elimination.
First, low-speed electric vehicles have become a 100 billion market? It is estimated that the national ownership will exceed 4 million vehicles.
Low-speed electric vehicle is a unique electric product in China. In the past decade, due to the lack of legal norms and industry standards, low-speed electric vehicles have grown wildly in Shandong, Henan and Hebei.
According to previous public reports, by the end of 20 18, the number of low-speed electric vehicles in Shandong province was about 3 million. It is estimated that the number of low-speed electric vehicles in China will exceed 4 million, and the price of a low-speed electric vehicle is usually 20,000-40,000 yuan, which means that low-speed electric vehicles have become a billion-dollar industry.
Different from the traditional automobile field, the low-speed electric vehicle field is dominated by several major manufacturers, while the low-speed electric vehicle market is dominated by hundreds of small and medium-sized players, most of whom have no fixed brand names, and even some manufacturers have no production qualifications.
Walking in the street, low-speed electric vehicles with the names of Jeep, Mercedes-Benz and BMW can be seen everywhere. These cars are produced by some unknown small enterprises and sold under the signs of various luxury cars.
However, there are always exceptions. Among many low-speed electric car players, some enterprises have developed their own brands, such as Reading, Yujie, Lichi, Baoya, Jin Peng and other enterprises have become the best among them. These companies have also opened up a market in the low-speed electric vehicle market with their own brands.
▲ Jin Peng low-speed electric vehicle
Before, because there was no national standard, vehicles didn't even have seat belts, not to mention advanced safety configurations such as airbags and ESP. These vehicles can't even pass the simplest crash test.
Second, the policy and the double suppression of A00 class electric vehicles? Low-speed electric vehicles are struggling for survival.
Through the market analysis of low-speed electric vehicles, we can see that there are a large number of low-speed electric vehicles, but there are many manufacturers and some of them have no production qualifications, and the safety of the vehicles produced is also very poor.
Moreover, low-speed electric vehicles do not need to be listed, and users do not need to take a driver's license. This kind of car can even drive on the highway. As a result, low-speed electric vehicles have become the hardest hit areas of safety accidents.
Frequent traffic accidents have also made local government departments strengthen the supervision of low-speed electric vehicles. Shandong and Henan have introduced measures such as licensing low-speed electric vehicles and implementing industry autonomy standards. However, the effect is not obvious. Sales of low-speed electric vehicles are still rising. 20 17 years still sells1200,000 vehicles, and the accident rate of low-speed electric vehicles is still high.
According to the 20 18 data of the public security traffic control department, there were 830,000 traffic accidents of low-speed electric vehicles in the past five years.
The effect of policies introduced by local governments seems to be not obvious. In order to further standardize low-speed electric vehicles, on October 8, 201kloc-0/65438/kloc-0, six ministries and commissions, including the Ministry of Industry and Information Technology, jointly issued the Notice on Strengthening the Management of Low-speed Electric Vehicles, making it clear that low-speed electric vehicles should be "upgraded, standardized and eliminated", prohibiting all localities from increasing the production capacity of low-speed electric vehicles and requiring enterprises to start from 2065438.
▲ Screenshot of the notice issued by six ministries.
However, the "Notice" did not specify when the "Technical Standard for Four-wheel Low-speed Electric Vehicles" was issued, which means that the time for "standardizing a batch" is still unclear. The notice also emphasized that qualified low-speed electric vehicle manufacturers should be guided to produce road motor vehicle products that meet relevant standards through transformation and upgrading or integration and reorganization with existing motor vehicle manufacturers.
This document shows that low-speed electric vehicles can only face three outcomes: upgrading, being eliminated, and producing low-speed electric vehicles that meet the standards. However, because the production standard has not yet been issued, low-speed car companies actually have only the first two ways to go.
During the two sessions of 20 19, Fang Yunzhou, a deputy to the National People's Congress, put forward suggestions such as "introducing a low-speed electric vehicle upgrade policy to buy new energy electric vehicles", which caused heated discussion on the Internet.
20 19,10 At the end of June, the Ministry of Finance published a message on its official website entitled "Ministry of Finance's Reply to Proposal No.4901of the Second Session of the 13th National People's Congress", which positively answered Fang Yunzhou's proposal.
▲ Screenshot of the Ministry of Finance's "Reply"
In the "Reply", the Ministry of Finance reiterated that it is necessary to guide the transformation and upgrading of low-speed electric vehicle consumption, and at the same time, it is necessary to urge products with low level and poor safety to withdraw from the market.
These two replies from the government have made the situation of the low-speed electric vehicle industry even more embarrassing. It is foreseeable that the situation of low-speed electric vehicles will not get better this year, the market share of low-speed electric vehicles will be further compressed, and some brands with poor qualifications, brands and safety will be completely eliminated.
In addition to the high pressure from the government, the further sinking of traditional automobile products has also brought a heavy blow to low-speed electric vehicles.
In fact, it is not only low-speed electric vehicle manufacturers who are eyeing the third-and fourth-tier cities, towns and rural markets, but also traditional car companies have discovered the potential of this market.
Many car companies have introduced A00-class electric vehicles. The technical requirements of this electric car are not high. However, due to the complete production technology and standards, these models have completely "crushed" the low-speed electric vehicle enterprises in terms of brand, safety and cost control.
The price of Baojun E 100 subsidized by GM Wuling is more than 40,000 yuan, and the price of EC series A00 electric vehicle subsidized by BAIC New Energy is less than 60,000 yuan.
▲ Baojun E 100
The price gap between A00 class electric vehicles and low-speed electric vehicles is not too big, but the safety performance of A00 class electric vehicles is better than that of low-speed electric vehicles, which further suppresses low-speed electric vehicles.
It is precisely because of the policy and the double suppression of A00-class electric vehicles that low-speed electric vehicles have reached the threshold of life and death. In order to survive, low-speed electric vehicle enterprises began to find ways to turn positive and save themselves.
Third, acquisition, application for qualification, holding the thighs of car companies? Three strategies of self-help
Faced with the squeeze of policies and orthodox electric vehicles, some low-speed electric vehicle companies have embarked on the road of transforming "orthodox" car companies. Generally speaking, there are three main paths to choose from.
▲ Summary table of low-speed electric vehicle enterprises turning positive.
1, acquire traditional car companies to obtain qualifications.
This method is simple and rude, but it is not difficult, and it is limited to some enterprises that have accumulated certain funds in the field of low-speed electric vehicles.
20 19 65438+ 10 On October 20th, Reading, a manufacturer of low-speed electric vehicles in Shandong Province, announced that it had wholly acquired Mustang at a transaction price of14.5 billion yuan. Through this acquisition, Reading also obtained the qualification of Mustang to manufacture high-speed cars.
▲ Reading acquires Mustang.
This acquisition also made Reading famous and became the first low-speed electric vehicle company in China to acquire a traditional car company.
According to official information of Reading, the output of Reading Auto 20 18 reached 280,000 vehicles, accounting for one third of the output of low-speed electric vehicles in Shandong.
It is because of this achievement that Reading Automobile has the confidence to take the Mustang into its pocket.
But in 20 19, Reading was not the only low-speed electric vehicle company that made a big acquisition.
On February 27th, 65438, FAW Jilin Automobile Co., Ltd. (hereinafter referred to as FAW Jilin) announced that it had obtained an investment of RMB-0.5 billion from Shandong Baoya New Energy Automobile Co., Ltd. (hereinafter referred to as Shandong Baoya), and the company would take over 70.5% of the equity of FAW Jilin as an investor.
▲ FAW officially issued a statement on capital increase and share expansion.
After the transaction is completed, Shandong Baoya will become the actual controlling shareholder of FAW Jilin, and Shandong Baoya will also be able to obtain the production qualification of fuel vehicles and new energy vehicles.
In addition, Jiangsu Jin Peng Vehicle Industry Co., Ltd. also announced on April 8, 20 19, and obtained the qualification for automobile production.
It is understood that Jin Peng was able to obtain automobile production qualification because its subsidiary Jiangsu McKee New Energy Automobile Co., Ltd. acquired Xinkai Automobile Group Co., Ltd., and the automobile production qualification of Xinkai Automobile was changed to Jiangsu McKee.
▲ Jin Peng low-speed electric vehicle
However, the two sides did not announce the specific amount of the transaction.
This method may be the fastest way for low-speed electric vehicle enterprises to obtain production qualification, but it is also the most expensive method, which is not suitable for all low-speed electric vehicle enterprises.
2. Apply for production qualification by yourself
In addition to directly acquiring traditional car companies to obtain car-making qualifications, some companies have chosen to declare their own car-making qualifications, and some companies have obtained car-making qualifications.
The land ark is the representative of these enterprises. This company has been planning to apply for the qualification of new energy vehicles for a long time. 20 13 Jiangsu Dadi Fangzhouzi Company took the lead in winning the production qualification of new energy buses and special vehicles with less difficulty.
▲ Land Ark Low Speed Electric Vehicle
20 15 Miao Wei, Minister of the Ministry of Industry and Information Technology, said at the press conference that a number of non-automobile enterprises are applying for the qualification of electric vehicles. This group of non-automobile enterprises includes the land ark.
2065438+May 2007, the car-making project of Land Ark was finally approved by the National Development and Reform Commission (that is, the big qualification), and it successfully had a complete car-making qualification.
Lichi and Yujiema are also qualified to build cars by self-declaration of the catalogue of the Ministry of Industry and Information Technology. On July 3, 2065438, the website of the Ministry of Industry and Information Technology was officially released. 298 batches of "Announcement of Road Motor Vehicle Manufacturers and Products", Shandong Lichi New Energy Automobile Co., Ltd. officially obtained the qualification of special purpose vehicle production and entered the field of urban multi-purpose vehicles.
On May 19 and 10, the website of the Ministry of Industry and Information Technology released the announcement of "Road Motor Vehicle Manufacturers and Products (No.319)", in which Yujie's Yujiema brand new energy passenger car was successfully shortlisted and obtained the national production license.
These three companies are all enterprises that apply to the government for the qualification of building cars through continuous improvement of technology and finally obtain the qualification of building cars.
This method requires enterprises to improve their own technical level, and the products meet the national standards, which is also difficult for many low-speed electric vehicle manufacturers.
3. Cooperate with traditional car companies
Compared with the first two methods, which are both costly and laborious, most car companies choose the third method-direct cooperation with car companies. Condi and Yujie are typical representatives of this road.
In 20 13, Kangdi and Shanghai Huapu Guorun, a subsidiary of Geely, jointly established Kangdi Electric Vehicle Co., Ltd. The year after the establishment of the new company, Kangdi launched a pure electric mini-car K 1 1 based on Geely Panda. After that, Kangdi also won the brand of Geely Global Hawk and began to produce high-speed pure electric vehicles with Geely's platform and qualification.
▲ Global Hawk K 1 1
Under the protection of Geely, Kangdi has made some achievements in making cars. From 2065438 to 2008, the total sales volume of Global Hawk brand managed by Kangdi reached 6685 vehicles.
20 19, 1 June, Kangdi's production project of 50,000 new energy vehicles was put on record after the "Regulations on Investment Management in Automobile Industry" came into effect, and officially obtained the production qualification.
Yujie, another low-speed electric vehicle company, took the leg of the Great Wall. 20 17, Great Wall shares in Yujie. At that time, Yujie was eager to transform into a high-speed electric vehicle, and the Great Wall was worried about double points, and the two sides hit it off.
In order to cut the corporate image of low-speed electric vehicles, Yujie changed its name to lead the way on 20 18. In September of the same year, a product launch conference was held, and five high-speed pure electric vehicles were announced.
▲ Leading electric car K-ONE
In addition to these two companies, many low-speed electric vehicle companies have also chosen to cooperate with traditional car companies.
18, 17, Dezhou Fulu Automobile Co., Ltd. and BAIC General Factory Co., Ltd. signed a strategic cooperation agreement, and Dezhou Fulu Automobile Industry chose to become BAIC Dezhou Branch. A few days later, Dezhou Fulu Automobile Industry obtained the approval of the National Development and Reform Commission on the "New Energy Construction Project of Dezhou Branch of Beijing Automobile Factory Co., Ltd. with an annual output of 50,000 vehicles".
▲ Fulu low-speed electric vehicle
Daojue chose to jointly develop a brand-new model-Ruixing ES30 with Changan Automobile. This model is manufactured and sold by Daojue, and the vehicle brand belongs to Changan New Energy. Daojue realized the production of high-speed electric vehicles with Chang 'an New Energy.
Continental Automobile chose to sign a cooperation agreement with Jiangsu Kawei Automobile, and the two sides carried out in-depth strategic cooperation in product research and development, sales, production access and resource enjoyment; E-Cafe Electric Vehicle has established strategic cooperation with Jiulong Automobile, and E-Cafe Electric Vehicle has obtained the ticket to enter the high-speed new energy automobile industry with the help of Jiulong Automobile.
In addition, Nanjing Jiayuan and Anhui Cheetah reached a cooperation in vehicle OEM production project, and Anhui Cheetah will OEM electric vehicles for Jiayuan. Weifang Ruichi has established cooperative relations with companies such as Jiangling and Huatai. Among them, the entry-level new energy passenger car Jiangling E 100 jointly developed by Ruichi and Jiangling * * *.
Although various low-speed electric vehicle companies have adopted different ways to apply for jobs, it should be noted that only a few of these companies can land, and most of them are still on the verge of elimination.
Moreover, turning positive is only the first step, and how to succeed in the new energy vehicle market is the most important step.
Fourth, the benefits have not yet landed? Low-speed car companies also have technical shortcomings.
These low-speed electric vehicles have obtained the production qualification of high-speed vehicles through obtaining the production qualification of traditional automobile enterprises, actively applying for the production qualification, or through strategic cooperation with traditional automobile enterprises, and have survived the wave of elimination of low-speed vehicles.
Moreover, obtaining the qualification of high-speed vehicle production means that the production environment, production technology and production quality of these enterprises have been improved, and the production level of these enterprises has been greatly improved.
The success of these enterprises has also given a demonstration to many low-speed car companies.
However, everything should be viewed from both sides. Although these enterprises have obtained the production qualification of high-speed vehicles, they do not have technical advantages after entering a new field, and their development is relatively difficult.
After the acquisition of Mustang, Reading also bears the debts of Mustang totaling 3.834 billion yuan, but Reading does not have the ability to repay these debts at one time, and Mustang has never had any sense of existence in the high-speed new energy vehicle market.
After becoming a full member, Wenwen Motor introduced three high-speed electric vehicles, namely Wenwen i3, Wenwen i5 and Wenwen i9. The cruising range marked by Reading i3 on the website of the Ministry of Industry and Information Technology is only100km, while that marked by Reading i5 on the website of the Ministry of Industry and Information Technology is 255km and that of Reading i9 is 400km. The sales of these three cars have not been officially announced, nor have they appeared on the sales list of the Federation.
If reading can't launch competitive new products quickly, reading may be heavily in debt.
Baoya's situation is similar to that of Reading. After Baoya holds FAW Jilin, it still needs to bear the debt of 3.358 billion yuan from FAW Jilin. After Baoya took over FAW Jilin, it needed to quickly tear off the label of low-speed electric vehicles, realize the transformation, and improve the operating status of FAW Jilin.
Enterprises that apply for and obtain the qualification to build cars are not effective. According to public reports, the land ark production base in Gaoming, Foshan has become a wasteland. Lichi, another low-speed electric vehicle company, was publicized by the Ministry of Industry and Information Technology in 20 18 on the grounds that it was qualified but did not build a car for one year, but it launched several new cars in 20 19, but it did not cause waves in the market.
Some low-speed electric vehicle manufacturers who choose to cooperate with car companies have a hard time. In the cooperation between Kangdi and Geely, Kangdi has always been an OEM, just working for Geely, and has not established its own brand or launched an influential electric car.
▲ The models displayed by Condi official website are all Geely Global Hawks.
In fact, low-speed car companies that choose to cooperate with traditional car companies have similar situations. Their essence is either to brand traditional car companies or to become subsidiaries of traditional car companies, and gradually lose their own brands completely.
Only Yujie launched a new brand guide with the help of the Great Wall, but its car-making technology can't be compared with the car companies on the market at present. According to public reports, in June 2008, 2065438, the leading A0 pure electric vehicle K-ONE was broken on the spot in the international electric vehicle challenge around Qinghai Lake, and the technical gap was exposed.
▲ The leading A0 pure electric vehicle K-ONE was broken in the competition.
But these car companies still have a chance to break through.
The promotion of new energy vehicles is bound to continue to sink to the market. In an interview with Zhang Yong, president of He Zhong Automobile, Zhang Yong once said that if new energy automobile enterprises want to survive, they must strengthen the excavation of the sinking market.
The advantage of low-speed electric vehicle companies lies in their better understanding of the sinking market. These car companies have a better understanding of the demand for electric vehicles in third-and fourth-tier cities and middle-aged and elderly people. At present, low-speed electric vehicle enterprises have sold about 4 million low-speed electric vehicles in third-and fourth-tier cities, and established a complete sales network in urban and rural areas.
But the only problem is quality. Low-speed electric vehicle enterprises have been producing low-speed electric vehicles before, and the technical requirements for low-speed electric vehicles are not high, while the technical requirements for high-speed electric vehicles are relatively high. Low-speed electric vehicle enterprises need to spend a lot of money on technology research and development, but lack of funds is also a problem faced by many low-speed electric vehicle enterprises.
When competing with traditional car companies, low-speed electric vehicle enterprises should make good use of their advantages in the sinking market and gradually improve the quality of vehicles. If these enterprises can't make further breakthroughs in technology and safety, then the final advantage will no longer exist.
Conclusion: Low-speed electric vehicle enterprises will face difficulties after becoming a full member.
Previously, the low-speed electric vehicle market grew wildly because the state did not strictly supervise the market. However, the production of low-speed electric vehicles is not very strict, resulting in uneven quality of low-speed electric vehicles, and most of these vehicles do not need to be licensed, and users do not need driver's licenses, resulting in frequent accidents.
At present, in order to better manage low-speed electric vehicles, the government has strengthened the management of low-speed electric vehicles, and the development of low-speed electric vehicles has entered a dilemma. All low-speed electric vehicle companies began to save themselves. Baoya and Reading chose to buy shares of traditional car companies to obtain the qualification of electric vehicle production and plan to produce electric vehicles.
Low-speed electric vehicle enterprises have the qualification to produce high-speed electric vehicles after obtaining the production qualification of traditional automobile enterprises, but it is still unknown whether they can produce qualified electric vehicles after having the qualification.
Although all low-speed electric vehicle enterprises are seeking to become full members, they still face many problems.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.