The news that Evergrande wants to build a car has been around for a long time, and now the dust has finally settled. On August 3rd, Evergrande held a global conference to announce the official appearance of its Hengchi automobile, and at the same time, it launched six models in one breath, which is a real masterpiece in the industry. At present, I haven't heard that any car company has launched six models in one breath, even powerful companies like Volkswagen and Toyota. Not only that, Evergrande also announced the logo of Hengchi Automobile.
Where are the six new cars?
Judging from the announcement of Hengchi Automobile, these six cars cover a wide range, from cars to SUVs to MPVs. Looking at Hengchi's ambition, it is bound to be bigger and stronger.
But this naming is awkward. China has no written and cultural background, just a code name. From Hengchi 1 to Hengchi 6, this naming method is still unacceptable to the author. Although the name is a code name, it is also the easiest to identify the vehicle information. It is suggested that Hengchi Automobile should be modified after the new car goes on the market.
For these six models, many consumers are confused. What is their position? Hengchi 1 is a pure electric super-luxury D-class car, Hengchi 2 is a pure electric luxury sports B-class car, Hengchi 3 is a pure electric luxury C-class large SUV, Hengchi 4 is a pure electric luxury seven-seat MPV, Hengchi 5 is a pure electric A-class SUV, and Hengchi 6 is a pure electric A-class crossover coupe SUV. Generally speaking, 2 cars and 3 SUVs, 1 MPV, are all luxury models.
Hengchi Automobile is not willing to be an ordinary household new energy vehicle, but aims at luxury new energy vehicles in the luxury field.
Hengchi Automobile is a new energy vehicle positioning that keeps up with the times, which is the original intention of Evergrande. New energy vehicles are still in their infancy. Although there has been a certain market scale and outstanding people like Tesla, BYD and Weilai have been produced, compared with traditional cars, new energy vehicles are still in their infancy, and there is still a long way to go in the future. If we seize the opportunity, the future prospect is quite broad.
According to the current development trend of Hengchi automobile, the whole industrial chain of new energy vehicles covering batteries, powertrain, advanced vehicle manufacturing, automobile sales and intelligent charging has been built. Although it is very heroic in practice, it adopts the mode of global buy to integrate, rather than based on its own accumulation, but it has to be admitted that this heroic approach is in line with the status quo of Hengchi Automobile. The competition of new energy vehicles is fierce, and no one is timid. If it is independent research and development, there will be a time lag and the progress will always lag behind.
Hengchi automobile is under a lot of pressure.
According to the vision of Xu Jiayin, Chairman of the Board of Directors of Evergrande Group, we will strive to become the largest and most powerful new energy automobile group in the world within 3-5 years. Therefore, the pressure of Hengchi automobile is still relatively large, and the time is also relatively short, which is difficult to achieve without taking extreme measures. Even so, there are many uncertainties in Hengchi Automobile. Xu Jiayin's boss is rich, but he can't solve all his problems with money. Hengchi's future road needs to be verified step by step.
The biggest advantage of Evergrande is that it can be built in the shortest time, but this method also has its hidden dangers, that is, there are certain limitations in the inheritance of vehicles. It is very bold to release six new energy vehicles in one breath, and the corresponding disadvantages are also obvious. There is no inheritance in the six styles, and ethnic languages are very rare.
In fact, in order to bring brand awareness to consumers and seize more consumers' mental share, first-line car companies all take the design route of family talk, but these six models of Evergrande do not have this embodiment. Although there are some details, the correlation is not very great, and even some models have strong similarities with some models released earlier in the market.
The most representative ones are Hengchi 2 and FAW Pentium B? -Concept concept car, these two models are highly similar and even pointed out by a design team. From the comparison of the pictures, these two models do have too many similarities, no matter the front, side or tail, the similarities are too strong. As for the headlight group, it is not similar, but very similar to Cadillac's light group, and the imitation is more obvious.
Another example is the SUV model Hengchi 3, which has many similarities with Mercedes-Benz GLC, and is even dubbed by netizens as a derivative model of Mercedes-Benz GLC.
△ Hengchi 3
△ Hengchi 4
△ Hengchi 5
△ Hengchi 6
Write at the end:
Haste makes waste. Evergrande is too anxious to launch the brand Hengchi. Although the general direction has been completely finalized, especially the integration of battery, power, manufacturing, sales, charging and other links has been completed one after another, but some details can also be seen that Hengchi Automobile is not well prepared. It looks strong to launch six new products in one breath, but its details and inheritance are still worthy of scrutiny, and the product slots need to be improved. The external goal is bright, but the inner layer still lacks support.
In addition, can these products be mass-produced in the future and what is their quality? It remains to be seen whether there will be more thunder and less rain behind the "local tyrants" on the surface of Hengchi automobile. It still takes time to give an answer. In fact, automobiles are talent-intensive, technology-intensive and capital-intensive industries. It is not easy for Evergrande to get this far in such a short time, but it must be said that Hengchi still has a long way to go to succeed.
(This article was originally written by the editorial department of new media in the automobile industry and written by Ling Jin. The source should be indicated when reprinting. )
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.