Double points to promote multinational car enterprises to accelerate entry into independent brand opportunities in the low-line market?

With the landing of the "double points" policy, many foreign car companies have recently "married" with domestic car companies and accelerated the introduction of electric car products.

From last year's VW and jianghuai, Ford and zhongtai, BAIC and Daimler, Renault-Nissan and Dongfeng, to this year's BMW and great wall, all have plans to work together on new energy vehicles.

In this regard, some people pointed out that the new energy vehicles that are highly supported by policies and favored by capital have entered a period of vigorous development. Multinational car companies have entered and formed joint ventures with independent companies. This is undoubtedly a better way for both parties to develop. However, there are also many risks behind its development opportunities.

Double points to accelerate the entry of multinational car companies

On April 1, the "double points" policy was formally implemented. Major multinational car companies have already changed their previous wait-and-see attitude and began to speed up the deployment of electric vehicles in China.

"Under the dual promotion of industry climate and policy, foreign car companies are bound to spend huge sums of money to participate and seize this opportunity. Luolei, deputy secretary-general of the China Automobile Circulation Association, said: "Any company entering the new energy field will face risks such as relatively long R&D and large-scale production cycles, relatively expensive costs, changeable policies, and lack of charging pile facilities. For multinational companies, finding a Chinese partner to enter the Chinese new energy car market is a more economical solution. "

It is understood that by 2022, Volkswagen Group will invest more than 34 billion euros in electric vehicles, autopilot and mobile travel services; By 2030, about 300 models of the Group will be available in electric versions; The Chinese market is an important part of Volkswagen's new energy vehicle strategy. It plans to invest 10 billion euros in the development and production of pure electric vehicles and plug-in hybrid vehicles in China by 2025.

Daimler also announced plans to invest 5 billion yuan in China to expand the production of electric vehicles and power batteries to promote the Mercedes-Benz and Smart brands to meet the "double points" policy. In addition to continuing cooperation with BAIC, Daimler will also expand its cooperation with BYD to launch more products under the Tengshi brand.

In this regard, the industry believes that the Sino-foreign new energy car war may break out within five years. Local companies should increase their R&D level as soon as possible, master their own core technologies, and launch competitive products, accounting for the local market.

Low line market is the future opportunity of independent brand?

According to the conservative forecast of "Made in China 2025", by 2020, the annual sales volume of China's independent brand of new energy vehicles will exceed 1 million vehicles, and by 2025, it will reach 3 million vehicles.

From the aspect of technology, China's new energy car market and other countries in the same phase, the advantages of foreign companies are not obvious. Of course, there are also views that although the new energy vehicle market in China is in the cultivation period and technology reserve period, local brands occupy the vast majority of shares, but should also be vigilant against the challenges of international brands, learn from the traditional car era multinational companies to seize the market lessons.

"The competition has not yet begun. The real competitive products in the market have only begun to come out. There are still many opportunities. "In the electric car market, it is not building a car that proves sustainable competitiveness. As a company, it needs to give users more in-depth services that meet demand," said the CEO. "

The more you think, the lower line market is the opportunity for the future of independent brands, to seize this gap period, to establish brand power, product power and channel power. "The most important thing for an enterprise is how to do well. The Chinese market is huge. If you find a niche market, you can naturally survive. The new car building force is now the most important thing to live, survival is possible. "

In addition, Chenqingtai, chairman of the China 100 Electric Vehicle Association, once pointed out that the Chinese new energy vehicle industry is facing the problem of the lack of core parts and components independently developed and core technologies have not yet completely broken through. Although there has been rapid development in core technologies such as new energy car batteries, the technology base is not strong, and many companies 'upstream industrial chains are controlled by foreign capital. Some companies seem to sell a large number of new energy vehicles. In fact, they are greedy, do not pay attention to technological R&D reserves, do not pay attention to improved design and technology, and prefer the "bring in" assembly model. They are willing to produce a large number of low-end low-quality products. This leads to the hollowing out of enterprise technology and the "small, scattered and chaotic" market in some regions.

In the view of Guhuinan, general manager of Guangqi New Energy Automobile Co., Ltd., how much efforts are made by independent brands in China's traditional fuel vehicles seems to play the role of a follower, and new energy vehicles can make independent brands a leader. The transmission of GS4 new energy vehicles to Guangzhou Auto Toyota is a successful case of independent brand development.

It is understood that Toyota is considering supplying electric cars to Toyota by its joint venture partners in China to participate in the development of the Chinese new energy car market. Joint ventures and autonomy is to join hands in the Chinese new energy car market, or separate battles, the current situation is not clear.

Volkswagen Group expects to invest in China

2022: More than 34 billion euros will be invested in electric vehicles, autopilot and mobile travel services

2025: 10 billion euros invested in the development and production of pure electric vehicles and plug-in hybrid vehicles in China

2030: About 300 models of the group will be powered

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