Automobile Grand View

Source? |? Automobile grand view

Geely's overall sales volume is infinite, and its performance in the new energy market is not satisfactory.

In 20 15, Geely released the "Blue Geely Action" in a high-profile manner, taking the lead in announcing the transition to electrification among independent brands, and set the goal that "by 2020, the sales of new energy vehicles will account for more than 90% of the total sales of brands".

Now five years later, although there are six new energy brands, the development rhythm of Geely's new energy vehicles is not as "smooth sailing" as originally envisaged. In 20 19, the sales volume of new energy and electric vehicles of Geely Automobile was 1 1.3 million, accounting for only 8.3% of the total sales volume.

In 2020, the "illness" of Geely's new energy vehicles has not improved.

Statistics show that in the first five months of the first half of the year, the total sales volume of Geely Automobile in the first three quarters reached 875,472, of which the sales volume in September was 65,438+026,365, up 65,438+065,438+0% year-on-year and 65,438+0% quarter-on-quarter.

However, the excellent overall sales performance reflects the misery of Geely Automobile in the new energy market.

According to statistics,1-September includes geometry a, geometry c, emgrand EV, and? Including Emgrand GSe and other models, Geely's new energy vehicles sold less than 50,000 vehicles. In September, only 6,092 new cars were sold, and the ratio or ring ratio data were not released. Judging from the data of the first nine months of this year, Geely's new energy vehicle sales only account for about 5.5% of the total sales.

In the rest of 2020, if there is no miracle, it is a fact that Geely Automobile's "Blue Geely Action" failed.

At the same time, since the second half of 2020, domestic Tesla has accelerated its attack on the city, and the new forces of building cars overhead are ready to go. The competition in the domestic new energy vehicle market is becoming increasingly fierce, leaving Geely with little market space and time.

In 20 15, "blue Geely action" was released, which blew the horn of Geely's transformation to electrification.

In Geely's new energy strategy, three technical routes of hybrid, plug-in hybrid and pure electric are taken into account, and hydrogen fuel cell vehicles and methanol vehicles are also developed. According to the strategic plan, by 2020, the sales of new energy vehicles will account for more than 90% of Geely's total sales, of which plug-in hybrid vehicles and hybrid vehicles will account for 65% and pure electric vehicles will account for 35%.

However, Geely's high-profile did not last long.

In the three years after the release of "Blue Geely Action", except for the extremely slow launch of "oil-to-electricity" models such as Emgrand EV, Emgrand PHEV and Emgrand GSe, Geely did not make any big moves in the new energy market.

It was not until April of 20 19 that the new energy sub-brand Geometric Automobile was released, which made the outside world see Geely's determination to develop the new energy automobile market.

As a first-class sub-brand of Geely, which is juxtaposed with Geely brand and Lectra brand, Geometric Automobile won the title of "the most beautiful new energy vehicle in the Eastern Hemisphere" at the beginning of its release. However, judging from the subsequent market performance and product scale of Geometric Automobile, the outside world once again overestimated Geely.

Up to now, there are only two types of Geometry cars, namely, Geometry C, a compact SUV for130,000-180,000 market, and Geometry A, a compact car for150,000-250,000 market, among which Geometry C is a new car recently launched.

Zheng Zheng, general manager of Geely New Energy Sales Co., Ltd., was also "forced to leave class" due to poor sales performance of Geometric brand.

On the other hand, Guangzhou Automobile New Energy, which was established almost at the same time as Geometric Automobile, currently has Aion? S (Ian s), the tower of eternity? V (Ian v), Aion? LX (Aian LX) and Chuanqi GE3 products cover small SUVs, compact cars, compact SUVs and medium-sized SUVs, covering the price market of130,000-350,000 yuan.

At the same time, the gap between Polestar Polar Star, an electric high-performance car brand belonging to Geely's new energy camp, and its benchmark Tesla is also growing. Specifically, with the domestic model? 3. At present, Tesla has begun to show strong market dominance, and the market focus of Polestar polar star-domestic Polestar? 2. Not only does it not have an advantage in brand awareness and price, but it has just begun to be delivered.

In addition to the slow introduction of products, the offline channel scale of Geely New Energy lags far behind its competitors.

According to public reports, taking Beishangguang as an example, there are less than 20 dealers of Geometric Motors in the three places, while there are nearly 30 dealers of GAC New Energy, most of which are franchise stores. For this reason, at present, the sales of Geely new energy vehicles, including geometric models, can only rely on Geely brand 4S stores.

It is worth mentioning that Geely, which is slow to shoot everywhere, is also missing a series of outlets such as "new energy vehicles going to the countryside mentioned by relevant departments many times during the year".

On July 15, 2020, the Ministry of Industry and Information Technology, together with the Ministry of Agriculture and the Ministry of Commerce, issued the Notice on Launching New Energy Vehicles to the Countryside (hereinafter referred to as the Notice). The notice shows that there are 16 new energy vehicles that can enjoy discounts ranging from 2000 to 8000 yuan, but there are no Geely products in the beneficiary models.

The reason is not unrelated to the slow landing of Geely's new energy product planning. Most of the new energy vehicles that benefit from going to the countryside belong to micro pure electric vehicles with a price of less than 6,543,800 yuan, and Geely does not have this type of products.

Although the product and market layout is too slow, it is not difficult to find that the chaotic brand layout and the lack of core technology are the fundamental reasons for Geely's new energy automobile market.

Some voices in the industry pointed out that compared with brands such as GAC and BYD, Geely is "extremely unspecific" in the new energy vehicle market.

According to public information, the organizational structure of Geely Holding Group is quite complicated. Up to now, it has five business segments: Geely Automobile Group, Volvo Automobile Group, Geely Technology Group, Geely New Energy Commercial Vehicle Group and Mingtai Group. If Maple Leaf Motor is added, the brand of the whole vehicle will reach 10.

In terms of new energy, Geely Holding has six new energy brands, from Geometry, Polaris and Maple Leaf to long-distance buses, London electric vehicles and future intelligence under Geely New Energy Commercial Vehicle Group.

It is worth mentioning that these six new energy brands belong to different groups.

Judging from the experience of mutual containment of Emgrand, British and Global Hawk before 20 14, it is hard to say that Geely's current failure in the new energy vehicle market is not dragged down by its multi-brand strategy.

In addition, the lack of core technology is another important factor for Geely to lose in the new energy vehicle market.

Throughout the well-known new energy automobile companies in China, almost all of them have available core technologies, whether in hardware fields such as "Three Electricity" or in software such as intelligent driving control.

Take BYD, which is smaller than Geely as an example. The latter not only has the independent research and development, production and manufacturing capacity of batteries, but also develops the world-leading lithium ferrous phosphate power battery and blade battery.

In contrast, Geely is still concentrating on trying to achieve breakthroughs in traditional fuel vehicle technologies such as internal combustion engines. What's even more embarrassing is that, apart from Volvo's technical support, Geely itself has not made a big breakthrough in the traditional fuel vehicle technology.

For this reason, the geometric GE platform is not a pure electric platform. This has led to the fact that both Geometry A, which has already been listed, and Geometry C, which has just been listed, have been criticized by the industry as upgraded versions of Emgrand series electric vehicle products.

At the same time, due to the lack of core competitiveness, Geely's new energy products have not only been positioned at the low-end level, but also gradually lagged behind in terms of product strength and premium compared with brands such as GAC New Energy and BYD.

"Geely's new energy brand is developing slowly, mainly because the competition in the domestic market is too fierce now, and Geely can't take care of it." Zhang Xiang, an automobile expert in the training center of the Ministry of Industry and Information Technology, pointed out that "Geely has invested the most in the brand market, and for other sub-brands, it can only be laid out first and then developed."

The implication is that Geely will definitely "make a comeback" for the new energy vehicle market.

This is also the case. Since June 2020, Geely has been active in the new energy vehicle market.

On the eve of the 2020 Beijing Auto Show, Geely Automobile Link brand released the vast intelligent evolution experience architecture SEA. Geely said that the framework update broadened the scope of "three electricity" of pure electric vehicles, that is, on the basis of the "old three electricity" of drive motor, power battery and electronic control system emphasized by the original BEV model, it was extended and updated to "new three electricity" of electric drive, electric management and electric ecology, which made a great breakthrough in intelligence.

Subsequently, Geely actively laid out the "electricity exchange" market. At present, Geely Science and Technology Group's intelligent power exchange stations have gradually landed in Chongqing, Hangzhou, Jinan, Zibo and other places, and more than 1 1,000 power exchange stations have been signed nationwide.

In terms of new energy technologies, Geely is also increasing investment in research and development. According to the data, in 20 19, Geely Automobile invested 5.456 billion yuan in R&D, of which nearly 5 billion yuan was used for energy-saving vehicles and related forward-looking basic technologies, accounting for more than 90% of Geely Automobile's total R&D investment.

Not long ago, Geely Automobile Science and Technology Innovation Board held its first meeting and became the "first car of science and technology innovation board".

According to public information, Geely Automobile will raise 20.425 billion yuan in science and technology innovation board this time, including 8 billion yuan for new car product research and development projects, 3 billion yuan for forward-looking technology research and development projects, 3 billion yuan for industrial acquisition projects and 6 billion yuan for supplementary working capital.

In other words, R&D investment will account for most of the raised funds.

In the face of a "great" situation, Geely once again showed full confidence in the new energy vehicle market.

An Conghui, President of Geely Holding Group and CEO and President of Geely Automobile Group, said: "According to the existing plan, starting from 202 1, a number of new models based on the vast architecture will be put on the market one after another. 202 1 will be the full-speed year of Geely's technological transformation and the development of intelligent electric vehicles. "

Although the vision is beautiful, the reality is very worrying.

According to EV? According to the sales statistics, Geely ranked eighth in the global sales ranking of new energy vehicles in 20 19, and its sales were far behind those of Tesla, BYD and BAIC New Energy.

A year later, the domestic new energy vehicle market became more "lively". Especially the new forces of making cars represented by Weilai, Ideality and Tucki. Recently, we have made great strides and our sales have been rising.

Statistics show that in September 2020, Weilai delivered 4,709 new cars, up 18.7% from the previous month, and Xpeng Motors delivered 3,478 cars, up 3 1% from the previous month. Even Li, who has frequent broken axles and frequent quality problems, handed over the report card of selling 3,504 new cars, an increase of 29.3% from the previous month.

In the face of the gradual erosion of the new forces of car-making, it is still unknown whether Geely can hold the top eight position in the new energy vehicle market in 2020.

In addition, Tesla may be another obstacle to the breakthrough of Geely's new energy market.

Currently domestic models? After the subsidy of the standard endurance upgrade version, the price dropped to 249,900, which is undoubtedly a huge threat to Geely's new energy vehicles focusing on the price war between 654.38+0.5 million and 250,000. Also, use Tesla model? Y will be made in China soon, and Geely's space in the new energy vehicle market will be further squeezed.

It can be said that under the background of "the window of opportunity is gradually closed", if effective measures to solve technical and market problems are still not available, Geely's breakthrough battle in the new energy automobile market will eventually be empty talk.

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.