In 2020, the new energy transformation process of the automobile industry was pressed by the fast forward button.
On October 9th, 65438/KLOC-0, the State Council held an executive meeting, at which the Development Plan of New Energy Automobile Industry (hereinafter referred to as the Plan) was adopted. It has been eight years since the last New Energy Automobile Industry Development Plan was born.
The Plan clearly points out that it is necessary to strengthen the dominant position of enterprises in the selection of technical routes; Increase research on key technologies; Strengthen the construction of infrastructure such as charging and replacing electricity and hydrogenation; Encourage the strengthening of international cooperation in the field of new energy vehicles; Increase policy support for the use of new energy vehicles in public services. Among them, power exchange and hydrogenation have once again become hot spots.
As we all know, in the previous eight years, China's new energy market developed rapidly in the interweaving of policy support and subsidies, technological development and enterprise fraud. Up to now, China's new energy vehicle market has been ranked first for four consecutive years, and its overall share accounts for about 50% of the global market.
This year, the situation has changed again. The year 2020 will be the key node for the entire automobile industry from technology wait-and-see to comprehensive transformation and development. Volkswagen, Mercedes-Benz, BMW, Toyota and so on. In the traditional automobile camp, the offensive of new energy automobile products was launched, and similar Volkswagen ID.4 and BMW iX3 entered the China market one after another. In this context, the birth of this new "Planning" can be described as a link between the preceding and the following.
The 10-day Beijing Auto Show came to an end. Apart from the "planning" that followed, what other hot events are also connecting the preceding with the following? What kind of "butterfly effect" will they have at this critical time this year?
Let "Borg Warner Buy Delphi" fly for a while?
In the era of automobile industry transformation, the curtain of automobile supply chain reform is slowly opening.
On the one hand, the automobile core parts company has finally gone from the "hidden corner" of industrial development to the front desk of industrial transformation. At this year's Beijing Auto Show, Huawei, Bosch and Horizon propped up the facade of the auto supplier camp of Tianzhu New Pavilion.
On the other hand, in the process of supply chain reform, there are not only the technology promotion at the auto show, but also various "Lian Heng". On October 2nd, 65438/kloc-0, more than eight months after the agreement was reached, Borgwarner announced that it had completed the acquisition of Delphi Technology for US$ 3.3 billion (about RMB 22/kloc-0.0 billion).
For the auto parts industry, such a merger is not an isolated case. According to incomplete statistics, in 20 19, there were about 20 mergers and acquisitions of global parts enterprises, including a big transaction with a transaction amount of more than 7 billion dollars-ZF's acquisition of Verbeke, a supplier of safety and efficiency control systems for commercial vehicles.
It can be seen that under the influence of market and epidemic situation, the pressure of global automobile enterprises and parts suppliers is further increased. In addition to accelerating the transformation, auto parts companies are also looking forward to achieving warmth through acquisition.
Of course, aside from the big deal of corporate mergers and acquisitions, emerging auto parts suppliers continue to increase their numbers and reach "new and old cooperation" with traditional suppliers.
For example, Huawei said that in 2020, it will invest more than 500 million US dollars in Huawei Automotive BU, and it will not consider profit in the short term. Moreover, Huawei is about to release a smart car screen equipped with Huawei HarmonyOS system? OS？ System. In addition, Horizon has officially signed a memorandum of cooperation with Continental, and the two sides will carry out in-depth cooperation in the fields of advanced driver assistance system (ADAS) and advanced autonomous driving.
On the whole, major parts suppliers are compiling a three-dimensional network where the present and the future, technology and cooperation intersect. Behind this lies the basic law of the development of auto parts enterprises:
The wave of automobile industry reform, after the enthusiasm of emerging automobile enterprises, has finally reached the stage of implementation and incitement of basic parts enterprises. Among them, traditional parts suppliers try to achieve the balance of cost, technology and future development by means of mergers and acquisitions, while emerging parts suppliers continue to attack and gain the fulcrum and leverage to incite industry changes with faster speed and greater capital.
Mercedes-Benz "Let Go"
Mercedes-Benz never lacks topics.
At this year's Beijing Auto Show, Mercedes-Benz booth was the most popular star booth. Whether it is the brand-new S-class, the mid-term redesigned E-class or the Tengshi X model exhibited separately, it has attracted the audience to stop and try. However, Mercedes-Benz's plan does not stop there.
10 year10.6, Mercedes-Benz released a brand-new strategy, scrambling to continue the heat and firepower for the next stage of development.
In the new strategy, Mercedes-Benz said it would increase investment in electric vehicles and software, and strengthen the positioning of luxury brands to enhance profitability. Specifically, Mercedes-Benz will promote the growth of four sub-brands, devote itself to electrification of all products and market segments, and improve the lineup of electric products. Among them, the four sub-brands include? AMG, Maibakh and? Emotional intelligence? Series, it is noteworthy that Mercedes-Benz has greatly improved? g？ Status, release? g？ Promote as a sub-brand.
To this end, Mercedes-Benz will launch a platform (EVA? ), starting from 202 1, four new pure electric vehicles based on EVA platform will be listed one after another. Meanwhile, Mercedes-Benz will develop its own operating system MB. OS will be listed in 2024.
Generally speaking, Mercedes-Benz's brand-new strategic planning revolves around electrification and software system layout, and finally falls on the most important profit in front of us, which is quite a bit of a left-handed future and a right-handed reality. It has been completely transformed and completely laid out under the changes of the automobile era.
However, as a medium-sized multinational automobile company, the core of Mercedes-Benz's new strategy is still to return to its current operation. The data shows that in 20 19, the profit before interest and tax of Mercedes-Benz decreased by 53% to 3.359 billion euros, while the passenger car business maintained growth during the same period, reaching a record high of 2.3854 million vehicles. In the second quarter of 2020, after the adjustment of Mercedes-Benz passenger car business, the profit before interest and tax was only-284 million euros.
For the current CEO? For Kang Song Lin, just one year after taking office, he will hand over a practical action roadmap for his remaining term and even the next term under the condition of frequent management alternation of German car companies.
On the other hand, BMW previously announced that by 2030, the group's goal is to deliver more than 7 million new energy vehicles, two-thirds of which are pure electric vehicles. In contrast, Mercedes-Benz's goal is more conservative: by 2030, Mercedes-Benz electric vehicle sales will account for more than 50%. Audi's new energy sales are only planned until 2025.
Then the question is, in the next 10 year, can Mercedes-Benz balance the relationship between electrification and profitability, and achieve the set goal of Mercedes-Benz electric vehicle sales accounting for more than 50% in 2030? And can Mercedes-Benz get rid of the negative correlation between sales and profits? Guided by conservative goals, will the next decade be a watershed for the development of Mercedes-Benz, BMW and Audi?
Perhaps, all kinds of questions can only be answered by time and market.
Musk: Dong Mingzhu, USA?
Mercedes-Benz can't compete with Tesla's arrogance.
According to? Electrek？ It is reported that Tesla recently dissolved its public relations department in the United States. Prior to this, Tesla's global communication director Kiley? ? Suprezio (Keely？ Sulprizio), the last known public relations and communication staff of Tesla America, is already in? 20 19? Year? 12? Leave in June.
Perhaps in Musk's eyes, good products will have their own public relations. However, other assistance is indispensable. In the American market, Musk can attract many fans through Twitter. Just like "Master Tesla", this idol aura is irreplaceable.
In this wave of worship in the China market, there is a "spy photo" of Musk eating chicken, Model? 3' s downline peaked, and Model was used? The decline in prices oscillated back and forth between the Tucao faction and the Tingzhuan faction.
However, some insiders pointed out that the essence of public relations is a kind of public communication of brand image. Musk's high-intensity interaction with netizens on Twitter did partially replace the responsibilities and functions of Tesla's public relations department, but the conditions for completely canceling the public relations department are not yet mature, just as offline stores cannot be completely cancelled.
In China, there is a similar company. For example, Gree Electric spends very little on public relations, and Dong Mingzhu has endorsed most of Gree Electric's public relations activities, personally appearing to call and bring goods for his products.
Musk and Dong Mingzhu may both be kindred spirits who know the essence of public relations.
However, has China's new car-making force, which has always followed Tesla, really dared to learn this time? Perhaps, I dare to learn but dare not learn all of them.
For example, Freeman Shen, the founder, chairman and CEO of Weimar Automobile, who has always been low-key, also tried to break the rumor that Weimar was dead with a letter from Weimar, so as to stabilize the aura added by its founder status for enterprise development. Judging from the effect, this form of communication is far from being comparable to general public relations activities.
Just like the flat management advocated by internet companies, new communication channels, communication methods and communication discourse may indeed bring new public relations models. Borrow a popular advertising slogan to look forward to the future public relations ecology, that is, "the founder speaks directly without interruption from the intermediate public relations department."
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.