In the past two years, with the rapid development of new energy vehicles, many new forces have emerged.
Up to now, it can be roughly divided into two categories. One is that head enterprises such as Weilai, Weimar and Tucki have achieved mass production delivery. Although their profitability is limited, they have gained many users.
There is also a category that has no experience in building cars at all. At first, it wanted to take off on the tuyere. So far, it seems a little off track. For example, what I want to tell you today-zero-run cars.
Stupid man outside the door
In the new energy industry where many great gods gather, it is very important to find your own position and strength.
For example, Li Bin, the founder of Weilai Automobile, has a rich marketing background in the automobile industry, which makes Weilai Automobile stand out in brand, service and marketing.
There is also the founder of Weimar Automobile, Shen Hui, who was born in the traditional automobile industry, so Weimar Automobile has strong supply chain management and enterprise management capabilities.
What about the car that runs at zero?
This starts from 65438+February, 20 15. The main founder of Dahua Securities founded by Zhu is determined to start a new business for the third time, so he wants to catch the "new energy" train and start a zero-running car.
Dahua Security is the second largest security system supplier in the world. Since its establishment more than ten years ago, Dahua Security has achieved very good results in domestic and foreign markets.
With the gradual saturation of the security industry, they chose chips, image recognition and other fields to develop.
Founder Zhu once mentioned in an interview that "we are a car company with IT genes, and I appreciate Huawei's calm style. If possible, I hope that Zero Run can become Huawei in the automotive industry. "
Therefore, Huawei, which has the core self-developed technology, has become the pursuit target in zero sports car running.
By the end of 1 1, the zero-running car has obtained 367 invention patents, including 92 invention patents, 242 utility models, 29 motor control, 46 power batteries, and intelligent driving 18. Unconsciously, the zero-running car has become the enterprise with the highest proportion of invention patents of new forces in car making.
It seems that "technology flow" has become the positioning and synonym of zero sports car.
But as an enterprise without automobile manufacturing and automobile-related background, can you make products that users like with so-called patented technology?
The answer should be found in the first product S0 1.
Zero operation S0 1- "normal"
The time has come to June 28th, 20 19. At the delivery site of S0 1, founder Zhu vowed to state the sales target of S0 10000 vehicles in 20 19, and put four vehicles into delivery in 2022.
In the following six months, Zero Run S0 1 hit Zhu in the face with less than 1000 units delivered.
Throughout the mainstream new energy vehicle companies, such as Weilai, Tucki, Weimar and Ideality, they all have a common feature, that is, their first products all choose the hot SUV models. After all, SUV has a strong demand in the domestic market, which is completely conducive to the sales of new energy products.
The zero sports car is unique. It chose "coupe" model S0 1 to enter the game. Obviously, the result was that it did not "meet" the enemy, but actually won its own army.
As a "Mongolia outside the door" zero run, in the choice of the first product model, it went in the wrong direction.
Can T03 keep Zero Run alive?
In this year's 65438+ 10 month, the Zero Run car was unveiled with its second model, the Zero Run T03, and the new car was positioned as a mini-car.
So, can zero run survive T03?
Let's look at the product first. First of all, the zero-run T03 is positioned as a miniature pure electric vehicle. In the future, the competitors of the same level will be vehicles like Euler R 1/R2 and Chery eQ 1. The cruising range of these competing products is about 300 kilometers (under NEDC working conditions), and the technology is not high.
T03 will be equipped with the battery pack of Contemporary Ampere Technology Co., Ltd. with a cruising range of 400? Km. At the same time, it will be equipped with L2 driver assistance system, and the whole vehicle will be equipped with 15 high-precision sensor, providing 10 driver assistance functions, including automatic parking, ACC adaptive cruise, frontal collision warning and so on.
This time, I think Zero Run has finally chosen the right vehicle market, aiming at the small pure electric vehicle market with the largest sales volume.
Moreover, compared with competitors of the same level on the market at present, T03 has great advantages in driver assistance system and cruising range.
If S0 1 is just a wrong zero run attempt, then T03, the second product, is likely to become a springboard for zero run leap. At least in my opinion, from the product level, T03 has such strength.
However, it must be said that in the past two years, the new forces have experienced "big waves and sand scouring". Although countless money has been spent, at least several head car companies have begun to get recognition from some consumers.
However, the size of zero sports cars among ordinary consumers is too small, which is also a very serious problem that zero sports cars are currently facing, that is, the brand influence has not been established.
If you still want to take the so-called technical route and intellectual property route with the IT background of the founder and start-up team, obviously consumers will not pay the bill.
It is still necessary to establish a good image of the brand through excellent products and appropriate marketing methods. end
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.