◆? Xu Jiayin's Buy in buy buy!
At first, Evergrande took a "bargain-hunting" attitude in building cars, because it was Jia Yueting's first investor in Faraday's future, and the latter was actually heavily in debt before Evergrande entered the company. Jia Yueting not only went to the United States, but also broke up with the later tycoon Sunac China. However, 20 17 Evergrande took out $2 billion to acquire a 45% stake in Faraday in the future, which was somewhat different.
However, the two sides soon turned against each other. Faraday claimed that Evergrande repeatedly violated the terms of the investment contract signed with it, failed to fulfill its financial commitments on time, and prevented Faraday from accepting other investments in the future. On the other hand, Evergrande claimed that Jia Yueting manipulated the joint venture company by taking advantage of the majority of its directors' seats and demanded payment from Evergrande when the contract payment conditions were not met. The two sides hold their own words and go to court.
Judging from the arbitration results, China-Hong Kong International Arbitration Center rejected Jia Yueting's request to deprive Evergrande of the right to agree to financing, and allowed Faraday to carry out financing with strict conditions in the future. Basically, both sides played 50 big boards and there was no absolute winner. The future fate of Evergrande and Faraday is over, and the former begins to turn to self-made cars in an all-round way.
In order to fully grasp the right to speak in building cars, Evergrande began to integrate the automobile industry chain, including investing in Guanghui Group, Carnegie New Energy, Tate Electromechanical, a hub motor technology manufacturer, and NEVS, a Swedish electric vehicle company, and establishing joint ventures and cooperation with hofer, a German powertrain design and production company, and Koenigsegg, the world's top supercar. It can be seen that Evergrande is really not short of money.
In Xu Jiayin's view, Evergrande should embark on a brand-new road of building cars, which, in his words, means "buy in buy buy", "combine", "circle", "big and big" and "good and good", corresponding to acquisition, cooperation, forming a circle of friends, large quantity and building a good car respectively. For this reason, Evergrande has planned to invest 45 billion yuan in three years since last year, and proposed to strive to become the largest and strongest new energy automobile group in the world in three to five years, with an annual output of more than 5 million vehicles in/kloc-0. These actions continue Evergrande's consistent goal of holding high and hitting high.
As for the six brand-new models released last week, at present, the official did not disclose much relevant information, only introducing Hengchi 1 as pure electric D-class cars, Hengchi 2 as pure electric sports B-class cars, Hengchi 3 as pure electric C-class large SUVs, Hengchi 4 as pure electric seven-seat MPV, Hengchi 5 as pure electric A-class SUVs, and Hengchi 6 as pure electric A-class crossover SUVs. The overall impression of the six new cars is still relatively PPT. In the future,
Moreover, while Evergrande was building a high-profile car, doubts followed, including statistical data. Last year, Evergrande's automobile business sector company acquired 7.36 million square meters of land, nearly half of which was actually residential or commercial land. Whether this move was done in the name of building a car is debatable, and these questions will take time to give an answer.
◆? Cultural genes determine success or failure.
Last week, a WeChat chat about Li Xiang, the founder of Li Company, caused a heated discussion in the media. He expressed his concern about Tesla Model in June this year. Beat all fuel vehicles and SUVs in Beijing, Shanghai and Shenzhen, won the sales champion of the month and gave a "disaster" evaluation. At the same time, Li thinks that most people don't understand how Tesla won. Even winning Tesla in battery life, intelligence and cost performance can't change any results, but he believes that Tesla won the super charging station built by Volkswagen, and the charging experience won the user.
Li Xiang's statement is not unreasonable, but it still stays at the physical level. In fact, regardless of the physical conditions such as design, performance, intelligence, charging experience and cruising range, it is still necessary to judge its affordability according to the price. What is the current Tesla model? The comprehensive strength of 3 is really difficult to reach at the level of 300,000 yuan. Coupled with cutting-edge technology and luxurious brand potential, it has further endowed Tesla Model? 3 particularly attractive.
As for why Tesla has this brand potential, I personally think it benefits from the personal charm of CEO elon musk. Looking at the current business giants, it is inseparable from an enterprise trader with outstanding personality and excellent resume. Whether it's Alibaba Jack Ma, Amazon Bezos, or even Huawei Yu Chengdong and Gree Electric Dong Mingzhu, they are controversial on the way to doing business, and sometimes they become news topics. But at the same time, they can lead the enterprise to achieve good results every time, and they can achieve each other with complementary personal reputation and continuous innovation of the enterprise, as well as the relationship between Musk and Tesla.
On the other hand, even if most traditional brands are fully engaged in the field of new energy vehicles, their managers are limited by the role of professional managers, and the persuasiveness and expression style of resumes are naturally difficult to match Musk, which also leads to the lack of brand charm. In addition, some representatives from traditional brands and starting their own businesses have become new forces in building cars. Their founders were also constrained by the management style of traditional brands in the past, and failed to bring new vitality to the enterprise. On the contrary, he was left behind by Wei Lai, Xpeng Automobile and Internet origin. This strength gap surprised many people.
Before Evergrande built the car, Li Bin was called "China Musk" by the outside world. But now, after Xu Jiayin entered the company, it is obvious that this title is more suitable for the latter. Xu Jiayin is far superior to Li Bin in career achievement, capital strength and style. Such personal charm and storytelling ability also make the market value of Evergrande Health (which will be renamed as "Evergrande Automobile" soon) exceed 260 billion yuan. You know, Evergrande has not really made great efforts in the automobile sales market at present.
In the capital market, the importance of storytelling is beyond doubt, but Evergrande often gives people a flashy impression, including the goal of becoming the largest and strongest new energy automobile group in the world within 3-5 years, and hiring 15 well-known automobile stylists to design products. These measures can be said to have broken the traditional practice of the automobile industry, which inevitably makes people feel insecure.
Of course, Xu Jiayin also deserves such confidence. When Guangzhou Evergrande 20 10 just entered the Super League as a newly promoted horse, Xu Jiayin proposed "to win the AFC Champions League in three to five years". At that time, such an idea contrary to the common sense of football was questioned a lot, but later, Guangzhou Evergrande really won the Asian Championship twice in five years, exceeding Xu Jiayin's task, which once again inspired his self-confidence.
However, this rapid development method is not always applicable. For example, Evergrande spent 6 billion on the marketing of Evergrande Ice Spring, and planned to achieve 30 billion sales in three years. As a result, it only got a huge loss of 4 billion in three years. In addition, Evergrande also tried to make the grain and oil industry into a scale of 100 billion, but it still failed. In the end, Evergrande's ice springs, dairy products and grain and oil businesses can only be sold at a price of 2.7 billion yuan on 20 16.
It is precisely because of the failure of diversified expansion in previous years that Evergrande began to turn its attention to new energy vehicles, and Xu Jiayin followed suit, throwing out the grand goal before entering the war. I don't know whether the market performance can be as he wishes, but considering the scale of burning money in the automobile industry, this is obviously a gamble that can't afford to lose. However, considering that Evergrande has purchased a number of land reserves at the same time, it can also be understood as an important successor of Xu Jiayin. It can be seen that for Evergrande, building a car is still an offensive and retreat business.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.