How about the new energy of the river?

When it comes to new energy vehicles, everyone may say that it is a "trend," but starting in 2018, this "trend" is gradually becoming a reality. At the just-concluded Beijing Auto Show, we can see that more and more car companies put new energy models on the stand. On the other hand, the state policy has also increased subsidies to promote those electric vehicles with cruising range of more than 300 kilometers. With such cruising range, it is practically similar to traditional gasoline-fueled automotive products. If "new energy" is a river, more and more car companies have already launched. Before and after the Beijing Auto Show, the online auto market had the privilege of talking to the top decision makers of the three car companies about how to smooth the "crossing the river" and see what they said.

Porsche’s global board member, Detlevvon Platen: After electrification, Porsche was Porsche

For old luxury car companies, talking about new energy and future product planning is not a clear and relaxing topic. "For 911, we still firmly believe that the traditional internal combustion engine is still the direction we want to develop." Porsche global board member Feng Peide said in an online car market interview, "Because we think there is still plenty of room for the internal combustion engine to improve efficiency. But for the next 15-20 years, everything is possible, 911 is good, 718 is good, if we really want to do the electrified version, which technical solution will be our ultimate choice? Now these are still in the discussion stage. ."

Porsche fans may be able to start trying to understand the electrified Porsche models. Feng Peide said: “We have introduced or will soon introduce the plug-in hybrid version on the Panamera, 918 and Cayenne models. We also launched the Mission E at the 2015 Frankfurt Motor Show, which marks our commitment to the purely electric field. An important step.” The Porsche Mission E will be in volume production in 2019 and then delivered to Chinese consumers in 2020. "We hope and have confidence that Mission E will meet the expectations of all customers and Porsche fans next year, including performance, control, dynamics and their emotional needs." Feng Peide said on the online car market.

Although the new car has been placed on the Porsche stand of the Beijing Auto Show, it is undeniable that there are many uncertainties in the future, such as charging. We rarely see the Tesla models and the low-end pure electric vehicles produced by BAIC, JAC, BYD, and Changan stopping at public charging facilities. It is clear that Porsche also hopes that its customers can have more noble and convenient charging. Experience.

“In Europe, we set up a joint venture with Volkswagen Audi, BMW, Daimler and Ford to call IONITY, which is to focus on charging infrastructure in Europe. By 2020, we will be on the main channel of major European countries. Layout of 400 high-power charging stations. There will be slight differences in the way we operate in the United States. We work with different operators. We are also actively exploring and contacting potential partners in China." Feng Peide said, "Thanks to us The 800V ultra-fast charging system, under a 350kV charging station facility, can achieve 80% power performance in 15 minutes.” Even so, from the current conception, Porsche still hopes that 80% of customers can be at home or It is a DC fast charge at the workplace.

As for how to maintain the 70 years of sports car DNA, Feng Peide also could not give a definitive answer: "I can guarantee that, no matter what kind of transformation and development will take place in the future, Porsche will still be the pure Porsche, our history, and ours. The DNA and all of its essence will be passed on to the new models following the transformation of new technologies." This question needs to be answered by the product itself. We have already tested the plug-in hybrid version of the Porsche Panamera. Mission E's test drive report will meet you at the earliest next year. Is the Porsche after electrification the Porsche? It will be known by then.

Gu Huinan, General Manager of Guangzhou Automobile New Energy Automobile Co., Ltd.: From Manufacturing to Marketing

Volkswagen brand car companies seem to be a little easier when it comes to transforming the new energy structure of their products. Retrofitting of existing vehicle platforms is a temptation. The previously mentioned Beiqi, Jianghuai and Chang’an have all launched this type of pure. Electric vehicle products. However, this “shortcut” is being abandoned by some car companies, including GAC New Energy Automobile Co., Ltd. (hereinafter referred to as GAC New Energy), which is independent from GAC Group.

Although Guangzhou Automobile New Energy currently has only one model product - Chuanqi GE3, but Gu Huinan, General Manager of GAC New Energy, believes that GE3 is the most balanced one in the current market: "There are some cars in the market, you Go for a rickety and sit in the back of the room and feel dizzy. Why? The chassis is holding the battery, raise the floor, the floor is raised, the car can't be taller, the seat is so short, is it comfortable to sit?” The development and exclusive platform enabled Chuan Qi GE3 to lead the same level of products from the starting line, while the high-energy density ternary lithium-ion battery pack and the supplier system with the luxury brand further enhanced the product strength of GE3. The product being used is a good product. Gu Huinan has this kind of emboldenedness: “Our car, now my wife is on the open, I myself go to work every day. Now we have so many brands of Guangzhou Automobile Group, we have Feng’s general manager every day. The car is GE3, you don't look at it is not very big, the general manager opens this car every day."

However, the product itself is not the whole of innovation. In Gu Huinan's view, electric vehicles are only intelligent and networked carriers and transitional products. Intelligentization is the current development goal of the auto industry: “We have already registered in Guangzhou. In 7500 acres of land, we want to build a Guangzhou Automobile Intelligent New Energy Vehicle, investing in real gold and silver to create a pilotless experimental area.” With the big goal of unmanned driving and the small target that is close to consumers, it is Industry 4.0, "Actually, Industry 4.0 or 2025 now made in China, the core is to be customized production, which is the highest level. Our new factory will create custom, the end of this year combined with APP will achieve customized production." Gu Huinan introduced The new plant of GAC New Energy will launch at least two new vehicles each year. In addition to the existing GEZ GE3 platform, a new vehicle platform will be launched next year.

The wave of new energy also brings about a complete transformation of marketing methods. At least for GAC New Energy, the traditional 4S shop model no longer applies: “We all know that Guangzhou Automobile Honda is the first company to introduce the 4S shop model in China, so Guangzhou Automobile is the 'master' of 4S stores, but today I want to change our own model. Why should we change? This time must be changed, because technology is improving, the market is changing, you still have to follow the original It does not work." Gu Huinan introduced to the online auto market, Guangzhou Automobile New Energy has created a "25hours" experience center model, "electric car maintenance does not have to be so much, if the 4S shop still rely on repair, maintenance of the car to survive, it may be you Can't survive. Now that you want to get users, you have to think of a way.” The 25-hour experience center is different from the traditional 4S shops. Consumers can make reservations online, such as organizing birthday parties. The experience center has its own. Marketing team to help consumers design the activity process. Consumers are not necessarily the users of the car. Behind this is the intensification of the in-depth operation of stickiness and the entrance of Guangzhou Automobile's new energy experience center into people's life scenes.

From product, manufacturing to marketing, the overall innovation, admire the new energy of Guangzhou Auto to subvert their own courage, and stand on the perspective of consumers and the market, the single-formed GE3 only seems difficult to hold up Gu Huinan's big dream, good As new products are already on the road, let's wait and see.

Wei Bin, co-founder and vice president of strategic planning of Weimar Automobile: 100,000 cars are the pass line

The "new build forces" are born nourished by Internet thinking and new energy "moisture", but they also have their own troubles. Take the example of Weima Motor, the representative of the “new car power”, after setting up a plant in December 2015 after the announcement of its establishment, this year (2018) will be the first mass production tester on March 28, the first on April 20. The SUV model Wei Ma EX5 announced the sale price, it looks as if it has been successfully "crossing the river", but in fact the test has only just begun.

“I think a lot of new cars’ first goal is to build a car and feel that it has been successful. In fact, building a car is just a small step in achieving your great goal or this vision, because the car is built. It's not difficult to make it out of scale, and it is a bit difficult to go into the market to operate on a large-scale market.” Lu Bin, co-founder and vice president of strategic planning at Weimar Automobile, believes that the new car Forced products are easy to attract eyeballs, but the ability to scale is inherently weak. “For any manufacturer, 100,000 units a year is a more basic scale. This is like people will also look at the various depots will When I say I want to build a factory, my production capacity is 10,000 units or 10,000 units. This is to prove where the scale line is set. Nobody said that I would build a factory with an annual production scale of 10,000 units and 20,000 units. Taiwan, no, it is generally 100,000 units, so 100,000 units are the pass line in this industry."

On December 11, 2017, Weimar EX5 was released. By February 2018, it had already received 10,000 booking orders. However, if we want to realize the scale of 100,000 vehicles per year, we must also make great efforts in channel construction. Lu Bin introduced the online car market. Wei Ma Automobile currently has four levels of channel planning, which constitutes the “4S model of innovation”: The first S is “Space”, which is the experience center. “Our Beijing experience center will be opened soon. The site has also been completed. There are also sites in the south and in Chengdu. It should be said that before September, we will open the experience center.” At the same time, Weimar also has a large delivery center “Store”. The large delivery center will Established in cooperation with Wima Motor’s “Zhixing Partners” and “signed a 'Chiing Bank Partner' in each city. Basically each 'Chiing Tao Partner' will make a multi-faceted layout of the city from the delivery center to the charging network. To our service-oriented outlets, which will be opened continuously from May onwards." The "Station" based on cities is a small service station. Basically, every city has a 500-car inventory. A service station will be established. The fourth "S" is called "Spot" and can provide users with a variety of small and fast services.

to sum up:

The three interviewed automobile companies above represented traditional luxury brands, popular brands and new construction vehicle forces. They can find that in the face of the new energy wave of automotive products, their respective concerns are also different: traditional luxury brands are trying to keep themselves The brand DNA, Volkswagen brand is looking forward to the future of positive innovation, and the new car forces more to consider how to achieve scale. 2018 is a symbolic timeline. From now on, the next 10-15 years will be extremely critical. All car companies must continue to change during this period if they want to continue to survive and develop. If we cross the river of new energy, who can smoothly land, we will continue to pay attention.