The tide of new cooperation: the "worry" of traditional automobile enterprises and the "crisis" of new forces of car making

The rivalry between the old and the new has not been the theme of this year's Beijing auto show. Instead, the two forces of the auto industry have come together. Both the traditional carmakers and the so-called "new powers" entering the market are transforming and changing course in reality, but the mood is very different. "If you don't prepare well, then one day, this era will eliminate you, it really has nothing to do with you. On the evening of April 23, zhang baolin, chairman of changan automobile co., LTD., said this while standing in the corporate strategy conference. His words were full of a sense of crisis. From the announcement that chang 'an will launch the "third entrepreneurship plan", from black technology to the screaming high-end brand models, from the "beidou tianshu" intelligent strategy to the "shangri-la" new energy summit. Zhang baolin has said all the things chang 'an will do until 2025, but he still wants to do more.

Mr Zhang's fear of being left behind by The Times, and his lack of even a chance to say goodbye, have become almost a common sore point among China's traditional car groups. And changan conference at the same time, Beijing auto group chairman Xu Heyi in T4 (Beijing auto industry development base) stage of the big screen, released the new brand strategy for the Beijing - "drive at the new ecology", announced the consumption upgrade based on the digital age, younger trend, baic's focus will shift to build new model ecological travel experience, open to "travel operators experience" and "brand refresh upgrade" transformation.

On the same day, the strategic conference of dongfeng brand was also held in Beijing. The AI system of baidu DuerOS -- dongfeng WindLink3.0 and dongfeng e PI new energy high-performance sedan concept car became the core achievement of dongfeng to actively embrace the automobile industry and technological changes. At the same time, qiqi, one of the three state-owned auto groups, made the declaration and commitment of opening up and transformation, while before them, geely, chery, Great Wall and other auto companies have abandoned their doubts in the past year and made rapid layout in the new energy and intelligent travel industry chain.

This is thought to reflect the anxiety of traditional giants under the pressure of new technologies such as new energy sources and intelligent interconnection, as well as the competition from new forces in car manufacturing. It is conceivable that, like Mr Li shufu, who invested heavily in Daimler, these chairmen have already been tossed to sleep by the grim expectation that "only 2-3 companies in the world's traditional auto industry will survive in the future".

Although compared with the new power of car manufacturing which starts from the ecological chain, the traditional car enterprises have a little bit late to build the ecological circle, but the strong ability of resource integration still makes the traditional car enterprises have the opportunity to catch up. Both the third venture of changan and the new strategy of baic and dongfeng are based on the trend of consumption upgrading and youth in the digital era, and they have to make the transformation of building high-end brands and becoming smart travel service provider.

The decision was not an easy one. At the last Beijing auto show two years ago, while the new powerhouses were busy issuing PPT and attracting the first venture capital with new energy and smart travel ecology, the traditional auto giants were still emphasizing their irreplaceable advantages with a wait-and-see attitude. Now, when the new power of car making enters the market, the anxiety and urgent transformation of the traditional car companies are highlighted. "Turning the boat around" has always been the most criticized point of traditional car companies, which is the biggest advantage of the new power of car manufacturing. The Beijing auto show in 2018, from local auto giants to multinational giants like Volkswagen, Toyota and jaguar land rover, has proved with practical actions that the big ship is determined to adjust its direction without turning back, no longer sticking to the wealth in the old channel, but deciding to compete with new forces in the new sea. "All of a sudden they seem to wake up." Said a senior executive at a new car maker.

While the new power of car making comes into being, the pressure value also reaches a new high point. By the time the first product was developed and a prototype was rolled out, and the final stage of mass production was reached, most of the new car makers had stopped in front of their own factories. In order to bridge the gap in manufacturing capacity, the Beijing auto show saw a series of cooperation between singularity and baic new energy, changjiang EV and foton, which was considered the beginning of a new round of synergy.

The anxious old giant: the late ecosphere

Indeed, after being labelled "traditional", these carrier-class car groups are looking for ways to change. "In the future, there will be no traditional cars and new cars, only smart cars and non-smart cars. "There is no new or old power in making cars," dongfeng motor said in its official press release. Dongfeng passenger car an executive told the economic observer reporters.

Once they were sure to turn, they turned faster than anyone could have imagined. What used to require at least three or four press conferences to warm up, build momentum and deliver is now happening all at once. Behind the huge amount of information praised by the media is the decisions and layout made by the traditional automobile enterprises in the past year or even just a few months. Stimulated by the new financing process and product promotion speed of almost hourly calculation by the new forces of automobile manufacturing, the execution speed of the new strategy is constantly refreshed.

In the announced ban on the sale of fuel vehicles, and the performance of their own brands continued to decline under the situation, baic will be a comprehensive new energy strategy, baic new energy will be listed in the third quarter of this year, baic group will also have a unique advantage in new energy, and in the intelligent. It has already carried out in-depth cooperation with Bosch, baidu, iflytek and other well-known high-tech companies in the fields of autonomous driving, Internet of vehicles, online navigation, voice interaction and other fields, allowing baic to position the intelligent network as a "killer". Travel services have also established a number of companies. At the strategic press conference on April 23, baic once again signed cooperation agreements with a number of ecological partners, and released the new concept vehicle OFFSPACESUIT and three self-owned brand new cars.

Chang 'an third business new program plan is more people overwhelmed. The first proposal is to start the business again with a "zero mentality". In addition to sorting out the brand structure again and proposing to create a new mid-to-high-end brand, it is the same as all traditional car companies to create a new automobile ecosystem around "intelligence" and "new energy". On the eve of the auto show, a joint venture between changan and tencent, changan's own brands will launch 30 new products on the smart car platform in the next three years. While no major strategic moves were announced at the Beijing auto show, saic and gac are already on the new route.

As early as 2014, li shufu, chairman of geely group, declared that "the auto industry is facing a revolution. Although the sea looks quiet, in fact the undersea is already surging, and whoever does not change will die first." In February 2018, geely decided to take a huge stake in Daimler, hoping to join hands with Daimler in the new energy and more technical aspects to face the elimination competition in the future.

And in the research and development of the accumulation of the most abundant chery, in the intelligent progress is unexpected. At this year's show, the theme of chery automobile is "the wonderful infinite AI has come". It displayed LION, a smart cockpit, and the EXEED concept car, which presents the forward-looking design concept of chery automobile for the future. LION's smart cockpit is part of chery's "LION plan", in which chery issued an enterprise-level intelligent strategy to upgrade the whole process of production, management and design.

LION smart cockpit integrates holographic projection, augmented reality AR, smart home interconnection and other latest technologies, and is a "mobile living space" of Internet of everything. In chery's interconnection plan, also showed its jointly developed platform. In addition, jetway, which is under the control of chery holding group, has also released its own platform plan to cooperate with related industries to build cars and build travel ecology. There is no doubt that vehicle manufacturers are opening their cooperation Windows to the maximum extent, cooperating with Internet, smart technology companies, smart travel platforms and other companies, and innovating in the mode of automobile ecosystem has become the consistent choice of all traditional automobile enterprises. The concept of "ecology" is not new. Although Letv, the founder of the concept, is crumbling, the concept of ecology in the automobile circle is still growing. It has become a consensus that the integrated solution of providing products, services and transportation with customers as the origin will become the core competition of automobile enterprises in the future. Their decision to change comes from a series of startling statistics: the average age of a high-end car purchase in China is 15 years younger than in the us; They have a stronger demand and higher acceptance for the concept of intelligence and digitalization. 85% of young Chinese consumers accept driverless cars, compared with 35% in the United States. The profit of vehicle manufacturers in the industrial chain will decline from 22% to 17%, while the profit of travel enterprises will gradually increase from 5% to 17%. By 2030, the profit of vehicle manufacturers will be equal to that of travel service providers.

At the same time of "big ship" turning, it has become an inevitable action to "reduce the burden" of the ship and to clear and reorganize backward assets. Baic, for example, recently announced its "rise plan" and its 2018 "add, subtract, multiply and divide" business plan, including reducing low-value products, streamlining the operation process, as well as eliminating invalid capacity, products to the new. Meanwhile, baic deben, a joint venture with mercedes-benz, highly integrates with baic off-road resources, and gets through Internet and new retail resources.

And coincidentally, not only China's local car companies in light turn, multinational car companies are also so. The new Volkswagen group management board chairman, Volkswagen group CEO, is in a hardline reformist identity. After taking office, the first decision of diss was to restructure the business of Volkswagen group into six business segments and China business, so as to adapt to the transformation of Volkswagen group into new business directions such as new energy, intelligent and travel service provider in a more efficient group management structure. For the non-core assets after the integration, do not exclude the possibility of selling.

Rivals or comrades-in-arms? New cooperation springs up

The new power of car making is the biggest driving force for the old giants to change their course. On the first day of the auto show on April 25, kai ni, President and CEO of mercedes-benz China, began to visit the exhibition after attending the launch of the mercedes-benz brand. After visiting the new car of the rival audi, the exhibition stands of nextev and byten, the new forces of car manufacturing, became the stops for him to pay a careful visit and listen to the introduction.

New power of car making in Beijing auto show's first collective appearance is amazing enough, through the glass window, can see nextev CEO li bin in the booth on the second floor of the important guests to greet and send. Although both old and new to talk about "subversion" falling, but can't deny that stood in zhang baolin, Xu Heyi, ZhuYanFeng, xu stay equal traditional car companies across the old generation leader group, is car wei li bin, the singularity Shen Haiyin, xiao peng car xiao-peng he, car and home li xiang after the 70, 80, the new generation, and the horse freeman shen, thanks to make car dailey traditional car companies such as entrepreneurial Mesozoic again, and they are becoming the new star auto show.

However, it should not be ignored that the anxiety of the new forces of car manufacturing before the product landing on the production line also starts to appear. In addition to the barrier of qualification, what is more common is the "worry that the desired product will not come out" just like li bin. As a personalized smart product for young people, most of the new car manufacturers claim to take a customized route. However, tesla's previous experience is not far away. Mr Musk also sleeps in the MODEL3 factory and beckons to the new powers in the amateur car pit. How to avoid repeating musk's mistake? Is the question that all new car manufacturers are thinking seriously.

There is no permanent opponent, only permanent interests. This sentence in the Beijing auto show, has been the clearest interpretation. On the first day of the auto show, singularity reached a strategic cooperation with baic new energy. Under the principle of openness and sharing, it will carry out comprehensive strategic cooperation with baic new energy in the development of intelligent vehicle technology, the construction of charging and exchanging facilities, distribution network and the sharing of manufacturing resources. With the help of baic new energy, singularity will join the national new energy vehicle technology innovation center, while not ruling out the possibility that baic new energy will launch its first product before its tongling production base is completed in 2019. On the same day, changjiang automobile, also a new generation, reached a strategic partnership with baic foton to cooperate on new energy commercial vehicles. On the eve of the auto show, bayten, which is positioned as a smart and connected car, announced the strategic investment of faw at the same time as the release of its first car. "Now the degree of openness and cooperation between auto companies has gone beyond imagination, and even development funds can be Shared." A new energy vehicle company, said the relevant person in charge. Cooperate in complementary areas to maximize benefits and jointly promote the expansion and maturity of the new energy vehicle market.

At the same time, not only the old and new forces hand in hand, in the face of competition and common interests, the pattern of traditional car companies also began to change, including Great Wall and byd cooperation, xu heyi and wang chuanfu to discuss cooperation, have become one of the subversion of the automobile industry revolution.

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