In fact, after decades of catching up, independent car companies have made great progress now. Changan, Geely, Great Wall and other independent car companies have reached the level of keeping pace with joint venture cars in manufacturing technology and quality. The difference is only the brand influence, and it is by no means shoddy in Dong Mingzhu's mouth.
It's called Yinlong, which has one more ring than Audi.
The plan to build a car was implemented as early as 20 17. In 20 16, Dong Mingzhu first proposed "acquiring 0/00% equity of Yinlong1300 million yuan" at the shareholders' meeting, although the proposal was not passed by the board of directors. But after that, Dong Mingzhu bypassed Gree Group and brought in his friends Wang Jianlin and Liu. A joint investment of 3 billion yuan to buy 22.388% equity of Yinlong Automobile also marks Dong Mingzhu's official entry into the automobile market.
In 20 19, the first car, Yinlong Effie, made in Dong Mingzhu was officially launched. Positioning of medium and large MPV. From the perspective of product strength, the highlight of Yinlong Effie is only its logo. Audi has four rings, right? Yinlong Effie has five rings directly, one more ring than your Audi. It's ridiculous to ridicule. When four circles become five circles, it is not a grade in terms of the value of the logo.
Let's take a look at the competitiveness of Yinlong Effie. From the overall design, Yinlong Effie looks like a Toyota Erffa car. The price is as high as 430 thousand yuan, which is a luxury MPV. However, Yinlong Effie is not a luxury car at all, whether inside or outside the car, and its sense of luxury is not as good as Buick GL8. In addition, the battery life of 450km and the data of fast charging for two hours and slow charging for eight hours also make Yinlong Effie uncompetitive, and its sales volume is doomed to be bleak.
Sales plummeted and Yinlong entered do or die.
According to statistics, in the first eight months of this year, the sales volume of Yinlong New Energy Bus was only 596, down 56.65% year-on-year. In fact, the sales crisis of Yinlong Automobile broke out as early as last year. From 2065438 to 2009, the annual sales volume of Yinlong Automobile was only 2,708 vehicles, a year-on-year plunge of 62.76%.
In fact, before Dong Mingzhu entered Yinlong Automobile, Yinlong Automobile still had a good market performance, at least there was no loss in profit. Especially in 20 14 -20 16, the revenue of Yinlong Automobile surged from 248 million yuan to 7.898 billion yuan, and its net profit also increased from-266 million yuan to 836 million yuan. It was after Dong Mingzhu took office that Yinlong Automobile began to decline.
Affected by the decline in sales and the financial crisis, Yinlong Automobile had to be listed for sale. On July 10, Yinlong auctioned its equity in exchange for financial support. So far, there have been eight auctions, only three of which have been successfully sold, and the auction price has also dropped from 35 yuan to 27 yuan. Judging from the results, outside investors are not optimistic about the future of Yinlong Automobile.
Is backward technology the main reason for the decline of Yinlong automobile?
Arguably, with the financial support of Dong Mingzhu, Yinlong Automobile should go up, but the fact is really skinny. The decline of Yinlong Automobile is not entirely attributed to the entry of Dong Mingzhu, but the fundamental reason is the backwardness of core technology. 20 14-20 16 is a few years when the new forces of car-making broke out collectively. Although most of these new car-making forces have not made much waves, relatively good brands such as Weilai, Tucki and Ideality have also emerged. The quality of these new car-making forces is not lost to traditional car companies, and even reached the leading position in the industry in terms of intelligence.
On the other hand, Yinlong Automobile entered the market earlier than most new forces, but it was always in a backward state in core technology. Take the battery as an example. In 20 10, Yinlong Automobile spent $57.5 million to acquire 53.3% shares in American Olympic Sports. After the acquisition of Olympic Sports, Yinlong Automobile also mastered lithium battery technology. According to the official publicity of Yinlong, Yinlong nano lithium titanate battery has the high-quality characteristics of 6 minutes full charge, 25,000 to 30,000 cycles and a service life of up to 30 years.
But in fact, the nano-titanate battery of Yinlong Automobile has obvious advantages as well as obvious defects, which are fatal, that is, large volume, high cost and low energy density, which all doomed it to be unable to be mass-produced.
Write at the end:
Since Dong Mingzhu became a shareholder in Yinlong Automobile, it has not injected too many elements of the automobile industry into Yinlong Automobile, and it has also disrupted the configuration of senior executives inside Yinlong Automobile, blindly parachuting Gree personnel, who are totally ignorant of automobiles. This is the reason why interlacing is like a mountain. It is undeniable that Gree air-conditioning technology is the top level in the world, but it is not as simple as Dong Jie imagined in the automotive field. Through the failure of Yinlong Automobile, I believe that Dong Mingzhu has a new understanding of automobiles and will not bombard independent automobile enterprises mindlessly. In a word, Dong Mingzhu's dream of building a car was shattered.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.