In 222, the production and sales of new energy vehicles in China exceeded 6.8 million, and the penetration rate of new energy vehicles was 27.6%, of which 8% of the production and sales came from the brand of new energy vehicles in China. Behind these data, it is reflected as follows:
Although in the field of fuel vehicles, the sales of joint venture brands still occupy half of the domestic automobile market; However, in the field of new energy vehicles, domestic new and old forces have joined hands to get rid of their opponents for several positions. In addition to building a strong product strength in the industrial chain of battery, motor and electronic control core three-electric system, at present, domestic new energy vehicles also leave the joint venture brand behind in the intelligent level. This is a "smart+new energy" corner overtaking.
1 China brand's strong rise in the era of "intelligent new energy"
What the automobile industry shows is the gradual replacement of traditional fuel vehicles by new energy vehicles. From a macro perspective, the world is experiencing a revolution from fossil fuels to clean energy. In fact, the energy form revolution is often intertwined with the industrial revolution, and the two promote each other and promote the continuous evolution and transformation of the industry. The use of coal made it possible for steam locomotives to write the history of the first industrial revolution; The application of petroleum gave birth to the engine, which can provide power for cars, ships, trains and planes, and a modern industrial system can be established; Clean energy is the booster of new energy vehicles. Electric energy, hydrogen energy, wind energy and so on are increasingly becoming important energy supplies, and a more low-carbon world has become everyone's yearning. In the past Tesla Investor Day, technology madman Elon Musk painted a sustainable and clean energy world for everyone. The new energy of the automobile industry has also led to changes in the upstream and downstream of the automobile and the supply chain. It is not only as simple as the introduction of new energy vehicle products, but also the foundation of new energy talents, intelligent core technology and parts industry chain (three-power system) built around the products. This solid foundation will support the long-term development of new energy vehicles in China for at least 3 or 5 years in the future. In fact, China has been supporting the development of pure electric vehicles, hybrid vehicles and other new energy vehicles for a long time. What we are most familiar with is the subsidy policy for new energy vehicles, including various tax reduction policies, which makes the development of new energy vehicles like a spring breeze. After the chaotic development and the "cheat-and-make-up" storm in earlier years, China's new energy automobile industry is gradually on the right track and in a period of rapid development. Domestic new energy car companies have rolled each other and rolled out a new world. No matter from the diversity of products, advanced technology or absolute market share, it has made a leading position in the world's largest automobile market. Standing at this time node in 223, when our country's automobile industry has achieved a staged victory in the battle of "new energy", where will the battlefield be transferred next? The answer is "intelligence". Today's car consumers, new power forms such as electric and hybrid are not the main factors that attract them to buy cars, and more demand comes from the brand-new experience brought by "intelligence". As a means of transportation, cars can no longer meet the needs of TAs. What TAs need is an "intelligent terminal" that can support travel. Therefore, for domestic car companies, while adhering to the direction of "new energy", the next focus is "intelligence", which is also the field that Tesla, the most concerned car company in the world, is deeply cultivating.
2 "Intelligent New Energy" New energy is the foundation, and intelligence is the core
Automobile intelligence includes intelligent driving, intelligent cockpit, intelligent chassis, intelligent electronic and electrical architecture, and even intelligent manufacturing. Why is "intelligence" so important that it can be called the core of the future development of new energy vehicles?
it can be seen from three aspects: first, a large number of enterprises are focusing on automotive intelligence for product technology development, which is a well-deserved "window". The new forces of car-making and the new brands of traditional car companies have entered the market one after another, taking intelligence as the main competitive point and taking intelligent driving and intelligent cockpit as the user experience differentiation to start "bayonet fighting". With "Wei Lipeng" as the representative, their leaders are all from the background of Internet or high-tech companies. Inspired by their big brother Tesla, they started a smart car business in China, brought the Internet gameplay to the automobile industry, and took user experience and product experience as the core efforts. Intelligentization is the main reason why these enterprises are favored by many consumers at present. In terms of traditional car companies, SAIC Zhiji, Dongfeng Lantiu, Great Wall Salon, Chang 'an Aouita, Geely Extreme Krypton, and Beiqi Extreme Fox have also risen up in succession, and made efforts in the direction of new energy and intelligence. In fact, these car companies have already entered new energy sources a long time ago, but why should they set up new brands? The fundamental reason is to build a next-generation car that is different from the previous generation. The core of the next-generation car is "intelligence". At the same time, more and more technology companies, such as Apple, Huawei, Xiaomi, Baidu, DJI, etc., have entered the automobile industry, hoping to subvert the traditional attribute that cars are only used as means of transportation. They invest a lot of money, resources and talents, not only to build a pure electric or hybrid traditional car, but also to turn the car into a "mobile intelligent terminal". In addition to building cars, many enterprises have also been deeply involved in the intelligent industrial chain of automobiles, becoming emerging suppliers, helping the entire automobile industry in China to transform into intelligence. The "intellectualization" of automobiles is the direction of the tide, which is irreversible, and the imagination of intellectualization is endless. The supply side is so prosperous, so what about the demand side? In fact, the future is also expected. This leads to the second reason why "intelligence" is so important: the acceptance of smart cars by consumers in China has far exceeded that of consumers in other countries, and with the smart cars going out to sea in China, overseas consumers are more eager for intelligent experience. At present, many functions on intelligent vehicles make consumers "hard to get back once used", and a set of easy-to-use auxiliary driving functions can greatly reduce driving fatigue and improve safety; An easy-to-use intelligent cockpit system can make driving less boring; A set of easy-to-use car control functions can make car use worry-free and save trouble ... Intelligentization has brought real experience improvement to cars, and consumers are paying more and more attention to the intelligent configuration and software functions of models when buying cars. A consumer survey on autonomous driving technology shows that 16% of consumers in the United States think autonomous driving is very important, 16% in Germany and 49% in China. With regard to the extra fees that consumers in China are willing to pay for self-driving cars, they are willing to pay an extra $4,6, German consumers are willing to pay an extra $2,9 and American consumers are willing to pay an extra $3,9. These simple figures can actually reflect that consumers have a great demand for intelligent cars. If we analyze the attributes of consumers themselves, we can also prove this survey result: at present, young people in China have become the main consumers, and the growth environment of this group is a period of rapid technological development and iteration, including the Internet, big data, cloud computing, Internet of Things, 5G, artificial intelligence, etc. These "Internet aborigines" are naturally highly accepted by technology and automotive intelligence. When Xiaomi announced to build a car, many netizens said it was "the first smart car for young people", and the key words were "young people" and "intelligence". The car is intelligent and the consumer experience is good; If intelligence is not done well, the user's perception will be very obvious.
in fact, "intelligence" has gradually become a user's dependence and an important reference indicator for users to choose a certain car. "Intelligentization" has also brought new life to the automobile, an ancient means of transportation. Many models can be imagined, and the software capabilities related to intelligent driving and intelligent cockpit have great room for imagination in the future. Things like ChatGPT, which can subvert internet applications, will definitely be born on the carrier of cars in the future. This is the new gameplay, new service, new experience and new business model born by the combination of artificial intelligence technology and automobile. The third is that the China government has many policies to support the "intelligence" of automobiles. In addition to the subsidy policy for new energy vehicles, the state is still supporting the development and growth of the automotive intelligent industry and has issued a clear smart car development strategy. On the one hand, the state takes the lead in doing a lot of infrastructure construction, including intelligent transportation facilities, involving communication, high-precision maps and positioning, big data, cloud platforms and so on; On the other hand, the country is also opening more areas to facilitate the testing and operation of smart cars, and reserve the core data gold mine for the iterative development of smart cars. Automobile intelligence can be said to have met "the right time, the right place and the right people", so how to develop next depends on how these related enterprises show their magical powers. Although intelligence is the core of the future, the foundation of new energy is unshakable. Many people will say that it is also a path to be intelligent on fuel vehicles. I think it is, but it is not the best path. In the transitional period, it is also necessary to be intelligent based on the stock automobile market, which plays the role of educating consumers. However, after all, this is not a complete subversion, just adding some intelligent small functions to fuel vehicles, and it takes more development time and energy. The most important thing is that it may not be able to make a good product experience. Therefore, the optimal solution is still to be "intelligent" on new energy vehicles. From a technical point of view, the intelligence of automobiles:
From this point of view, new energy vehicles are more suitable for intelligence and will be the biggest winner of intelligence. If new energy is the first half of the traditional automobile reform, then intelligence will be the second half of the traditional automobile reform, and in the second half, new energy and intelligence must be closely combined and must be promoted at the same time. Based on this, what should car makers do? Recently, Geely Automobile released its high-end new energy product series "Geely Yinhe", with the goal of focusing on hybrid and pure electric vehicles, and increasing investment in intelligence, including coming up with a new intelligent driving scheme and intelligent cockpit operating system. Coincidentally, Great Wall Motor, as the representative of China's own brand car enterprises, is about to complete the advanced stage of "intelligent new energy" ecological enterprises. In a recent interview, Wei Jianjun, the helm of Great Wall Motor, said: "New energy is irreversible, and so is intelligence, which also brings us great imagination, because Great Wall has already reserved its technology and supply chain capabilities. Next, we will take Great Wall Motor as the blueprint to see how traditional cars can do a good job of "intelligent new energy".
3 Practitioner of "Intelligent New Energy": How does Great Wall Motor accumulate wealth and make little progress?
(1) lay a good foundation for new energy
To be a "smart new energy" vehicle enterprise, we must first lay a solid foundation for new energy. When it comes to Great Wall Motor, the first impression of most consumers is Haval SUV, because this brand and category really have few competitors in the past many years and are the king of sales. At the level of new energy vehicles, the Euler brand models of Great Wall Motor and the hybrid models of other brands are also late in the market, and they have not been recognized by the public as Haval SUV. In fact, as early as 29, Great Wall Motor began to lay out new energy sources, but it did not take the lead in making efforts at the product level, but at the supply chain level, including incubating a number of supply chain enterprises related to power batteries, hydrogen energy, three electricity technologies, etc. The goal is to establish a self-researched, autonomous and controllable industrial chain moat. Today, this moat is constantly being widened. Great Wall Motor is one of the few self-owned brand car companies with technical reserves of three new energy routes: pure electricity, hybrid and hydrogen energy. In 216, Great Wall Motor entered the hydrogen energy industry, and set up a potential energy company. Up to now, it has invested more than 2.5 billion yuan, and has formulated a plan to build a hydrogen energy society in 25. At present, it has taken the lead in starting the layout of the whole industrial chain of hydrogen energy "production, storage, transportation, processing and application". In 218, Great Wall Motor spun off honeycomb energy and became a specialized power battery company. At present, it has a team of more than 2,6 people and its development speed is amazing. In 221, the number of patents of Honeycomb Energy reached 878, ranking first in the TOP2 list of innovation subjects of power battery patent disclosure in China in 221. In 221 and the first half of 222, the installed capacity of honeycomb energy power batteries ranked tenth in the world. Also in 218, Great Wall Motor established Honeycomb Yichuang, which focuses on the research and development of automotive power system, new energy transmission system and intelligent steering system. Now Great Wall Motor's latest lemon hybrid DHT transmission assembly is produced by Honeycomb Yichuang. Great Wall Motor also has a world-class transmission laboratory with an investment of 22 million yuan and an area of 2,1 square meters, which is the cradle of self-developed hybrid technology of Great Wall Motor. Basically, on the three paths of new energy, the technical foundation of Great Wall Motor has been built very firmly, and then it is time to produce more achievements and explode products.
According to the latest product planning of Great Wall Motor:
In this way, the new energy path of all brands of Great Wall Motor has been very clear. If the self-research capability of the new energy supply chain accumulated for many years in the past is an ammunition depot, then the new energy automobile products of various brands are weapons of opportunity. Compared with many new car-making forces, Great Wall Motor has its own first-Mover advantage on the road of building the so-called full-stack self-research capability. The foundation of new energy is built, and the next step is to deal with the more core competition of automobile intelligence. Many people will say that Great Wall Motor, as a traditional car company, does not have intelligent genes, and it is not as strong as the new forces that make cars. In fact, in the past few years, Great Wall Motor has made up the shortcomings of intelligence through various channels, and has now achieved industry leadership in some aspects. Similar to the previous play in the field of new energy, Great Wall Motor has also cultivated a number of intelligent eco-enterprises, which cover intelligent driving, intelligent cockpit, electronic and electrical architecture, wire-controlled chassis and other intelligent related fields.
(2) Fighting in the no-man's land of intelligent driving
In the field of intelligent driving, at present, Zhixing is the core weapon of Great Wall Motor, and Wei Jianjun is also very concerned about the progress of intelligent driving, and often experiences the test version of the intelligent driving system personally. At present, domestic car companies are involved in the field of navigation-assisted driving, and they have finished the high-speed urban area. Millie Zhixing has officially announced that it will become the first batch of enterprises in China to land the city-level navigation-assisted driving function. The landing model is the mocha model of Great Wall Motor's sub-brand. In fact, Great Wall Motor began to set foot in the research and development of intelligent driving in 29, but now it is an independent intelligent driving subsidiary, Mimo Zhixing, which focuses on this field and can attract external financing to help it grow rapidly and land its technology. The main research and development systems of Mimo Zhixing include HWA high-speed assisted driving system and NOH navigation assisted driving system. At the same time, self-research is carried out on intelligent driving domain controller, and in addition, capabilities are reserved in the fields of algorithm system, data-driven system and artificial intelligence model. In the layout of the self-developed intelligent driving technology, Great Wall Motor relies on Mimo Zhixing, covering the research and development of the underlying hardware, middleware and intelligent driving software, and then by designing a series of sensing and computing hardware schemes with different configurations, it enables the intelligent driving system to match multiple vehicles with different brands and different price points. In the past 222, Great Wall Motor has 6 models.