Recently, some media reported that Great Wall Motor plans to set up a brand-new high-end intelligent pure electric brand, which is positioned higher than all existing models of Great Wall. It is reported that the internal code name of the project is "SL Project" and it has been named "Salon Star". The main body of the project, Shanghai Salon Star Industrial Co., Ltd., has completed the industrial and commercial registration, and the legal representative is Li Peng, CEO of Great Wall Motor Digital Center. In the future, the platform may produce high-end products such as cars and SUVs.
When Great Wall released three major technology brands in July this year, Li Peng, as the CEO of Great Wall Motor Digital Center, released the intelligent platform in the coffee car. At that time, he said: "The tide is coming, and our generation will bend over and enter the game!" This sentence is also called "pun", which indicates that "SL Project" is about to start.
Before the Great Wall, we have seen companies including SAIC, Changan, GAC and Dongfeng launch high-end new energy vehicle brands.
Among them, in July this year, Dongfeng officially released Lan Tu, a high-end intelligent electric brand dedicated to zero anxiety, and rolled off its first SUV model in less than half a year? Lan Tu is free to travel, and the car will be launched in Shenzhen in 65438+February 65438+August.
It is worth mentioning that the path of developing high-end new energy in Lan Tu is also ingenious, and it has chosen to enter the new energy market from pure electricity and extended range to meet the needs of different users.
As we all know, extended-range electric vehicles have problems such as high cost and difficult technology research and development in the early stage of development. But at the same time, the technical advantages of extended-range electric vehicles are also obvious. Compared with pure electric vehicles, the problem of endurance anxiety can be completely solved.
Before the launch of Li No.1, to be honest, the extended range route was not optimistic. However, the market gave positive feedback, and Li ONE's monthly sales exceeded 4,000 vehicles. As one of Li's only competing products, free travel is also highly anticipated.
The "magic weapon" that supports Lan Tu to realize the above advantages is the new generation intelligent electrical architecture-Essa architecture developed by Lan Tu Automobile. The core of the architecture focuses on three aspects: multi-scenario dynamic solution, intelligent technology with OTA iteration, and full-scenario security.
In addition to supporting various power modes such as pure electric and extended-range electric, it can also provide advanced intelligent network architecture, apply 5G technology and high-computing central computing platform, realize the cooperation between automobile and intelligent cloud, and meet the needs of users for multi-scene intelligent interaction and automatic driving function. At the same time, through the OTA function of ESSA intelligent network architecture, vehicles can be upgraded, optimized and "growable", and the corresponding functions can be continuously improved to enhance the car experience.
Moreover, in addition to active and passive safety, Lan Tu has also built a panoramic safety system, including three electric safety, and specially formulated a number of safety guarantees. It is the first time that TRB+ patch composite structure is used for thermoforming A-pillar, and TRB aluminum-silicon coated thermoforming material is used for B-pillar. It is also the first time that 2000MPa aluminum-silicon coated material is used for door crash beam. The proportion of high-strength steel in the whole body-in-white is 75%, among which the hot forming ratio above 1500MPa is as high as 3 1%, and the safety performance is far superior to that of the same class.
It can be said that relying on the technical accumulation of Dongfeng Company in the "new five modernizations", Lan Tu has many natural advantages. More importantly, in order to make Lan Tu more competitive, Lan Tu has adopted an integrated development model of "mature car enterprises+new forces to build cars", with a brand-new organizational structure and business model, which is called "new forces to build cars".
In fact, it is difficult to tell the winner in a short time. As long as you can survive, you may win.
Just like last year, Li Bin was named "the worst person of the year"; At the beginning of this year, Weilai's share price fell to more than $65,438+0, and the company's life was at stake. However, with the help of Hefei municipal government, its sales increased month by month, and Weilai's share price once climbed to $55. Even at the current $42, its market value is still as high as $76.8 billion, surpassing the century-old giants such as Mercedes-Benz and BMW.
This is also the biggest charm of the new energy vehicle market. There are not too many rules and regulations, and there are not many established rankings. Whoever gets the favor of users will get huge returns from the capital market. Similarly, Xpeng Motors and Li, two brands, with a P7 and a Li respectively, saw their share prices soar and their morale soar.
It is worth noting that these three brands focus on the high-end market of more than 300,000 yuan. Therefore, as the "latecomers" of the new energy vehicle market, companies including Great Wall, SAIC, Changan, Guangzhou Automobile and Dongfeng have also positioned new energy vehicle brands as high-end markets.
Great Wall Motor has made it clear that the first product of Salon Star is a high-end electric SUV, which will be used as standard for Weilai ES8.
This year is the year when Great Wall Motor went all out. Whether it is the concentrated efforts of dozens of products of four major brands, the release of three brand-new technology brands, the adjustment of organizational structure, or the exploration in the field of innovative marketing, it can be said that the Great Wall has shown the infinite possibilities of its future development to the outside world. Therefore, after the exposure of the "Salon Knowing and Doing" project, the outside world generally expressed its expectation. Some experts said: "Sharon Zhixing is likely to become the breakthrough point of Great Wall Motor brand, because it will benefit from the dual attempts of Great Wall Motor in electrification and high-end."
Like the Great Wall, Chang 'an has ushered in the simultaneous improvement of products, brands, word of mouth, stock price and market value like a "good start" this year.
On the eve of this year's Guangzhou Auto Show, Changan Automobile announced that it will jointly build a brand-new high-end new energy brand with Huawei and Contemporary Ampere Technology Co., Ltd. * *, including the world's leading and independently controllable smart electric vehicle platform, a series of smart car products, super smart life and smart energy ecology.
In this context, Zhu Huarong, Chairman of Changan Automobile, described the future shape of the automobile: mobile multifunctional space, large intelligent terminal, data acquisition carrier and energy storage unit. At the same time, Changan's intelligent architecture, the Ark Architecture, was also announced for the first time.
As soon as this news was announced, Changan Automobile's share price went up for several days. This shows the expectations of the outside world for the brand of high-end new energy vehicles in Chang 'an.
Also at the Guangzhou Auto Show, the R brand of SAIC passenger cars was officially separated from the Roewe brand, adopting a brand-new model in terms of products, marketing and sales, focusing on the high-end new energy market of 1.5-0.3 million yuan.
Almost at the same time, the SAIC high-end car L project surfaced, and the high-end pure electric vehicle brand "Zhiji Automobile" jointly invested by SAIC, Pudong New Area and Ali was officially signed. It is reported that this is a group-level cooperation, SAIC and Ali will set up a new company, and Zebra will provide car networking business support.
Why should SAIC establish a high-end pure electric vehicle brand on the basis of its own R brand? This shows that SAIC is determined to make efforts in the new energy vehicle market. More importantly, unlike all other brands, "Smart Car" is a real tripartite joint venture company. Under the empowerment of this new joint venture model, SAIC will accelerate the product iteration, brand building and even capitalization process of Zhizhi Automobile.
As Yang Xiaodong, vice president of SAIC and general manager of SAIC passenger cars, said: "The new forces have Internet genes and new business models, which are personal IP; Traditional car companies have the genes to build cars with ingenuity and the ability to guarantee the system. This is the team IP. What users need is a' double eugenics' with excellent academic performance. "
If all the above brands are still in their infancy, GAC Aian, which also declared its independence at Guangzhou Auto Show, is an out-and-out "elder". As early as 2065438+July 2007, GAC New Energy Brand was formally established. April 20 19, the first product of Aian-Aian S was officially launched. At present, there is Aion in this series? s、Aion？ V and Aion? Three LX products are on sale, and the fourth Ai 'an Y is also the world premiere at Guangzhou Auto Show.
Different from the new energy of other independent brand car companies, Aian focused on the mid-to high-end market from the beginning and gained recognition from the market and users. According to the latest data, the monthly sales volume of GAC Ai 'an 1 16 vehicles reached 72 16 vehicles, up 20% year-on-year, and the cumulative sales volume has exceeded 50,000 vehicles this year.
After independence, GAC Aian and GAC Chuanqi will be listed as the "Gemini" of GAC's autonomous passenger cars. Gu Huinan, general manager of Guangzhou Automobile Aian, said that Guangzhou Automobile Aian will focus on high-end brands and plans to produce and sell 350,000 vehicles in 2025. "Guangzhou Automobile Aian is an innovative technology company, and will make changes in institutional innovation, marketing innovation and industry integration in the future. "
All of them are aggressive and ambitious, but is it wise to cluster the high-end electric vehicle market so uniformly? It is worth noting that from next year, luxury and joint venture brands including Mercedes-Benz, BMW, Audi, Volkswagen and Honda will also launch many new energy vehicles, and the intensity of market competition can be imagined.
But since ancient times, Huashan has been a road. How do you know if you can get to the top without trying?
It can be predicted that so many brands will inevitably stand out and be unknown. However, compared with the life and death problems that the "new forces" always face, the "new forces" do not need to consider the survival problem because they are backed by big trees, but because of this, their efficiency may be restricted.
Judging from the performance of the new energy vehicle market this year, the support of policies and the enthusiasm of enterprises have not aroused much spark in the terminal market. Statistics show that the sales volume of new energy vehicles in China was 1 1 month before this year, with a year-on-year increase of 3.9%. However, China Association of Automobile Manufacturers predicts that the annual sales of new energy vehicles in China will reach 6,543,800+0.8 million next year, up 40% year-on-year.
Ma Zhenshan, executive deputy general manager of FAW-Volkswagen Sales Co., Ltd. and executive director of Volkswagen brand, also believes that "with the official entry of 202 1 mainstream joint venture car companies, the domestic new energy vehicle market will usher in new growth momentum."
It can be seen that the door of the market has been gradually opened, so now the competition is who runs faster and who has stronger endurance. In any market, there are always people running together, but this brand-new track has more equal opportunities. We can boldly judge that in the process of electrification and digitalization of the automobile industry, China automobile enterprises will definitely stand out and become globally competitive enterprises.
As for which one it is, no one can guarantee. What we have to do now is-wash the ducks!
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.