Huapu has come back to life? Geely Rebuilds New Energy Brand "Maple Leaf Automobile"

Both the domestic new energy market and overseas have the characteristics of "policy market". For example, the domestic double-point policy forced traditional car companies to transform into new energy sources, and once strong policy subsidies nourished a group of new forces to build cars.

Correspondingly, the European market is also the same. The strict emission regulations of the European Union force the king of fuel vehicles like Volkswagen Group to move closer to new energy sources. Even many top car companies in the world have defined 2020 as the first year of electrification, and even Xu Jiayin, with deep pockets, has lavished 40 billion yuan to realize its car dream.

Recently, when the epidemic spread around the world and the oil price was as cheap as water, the new energy brand Maple Leaf Automobile, which was widely spread by Geely, attracted much attention.

Maple leaf car, Huapu reborn

At the end of last year, Jiangsu Automobile and Motorcycle Sports Federation held a new energy automobile competition in Rugao Youlong Lake. Mainstream enterprises include Lindsay, Weilai, Geely, BYD and Tesla. Among them, the racing model provided by Geely is Maple Leaf 30X, a little-known pure electric vehicle.

However, under Geely parent brand, there was no product sequence with maple leaf as the LOGO, which puzzled some media for a time. Recently, there are more and more information about X30 on the Internet, and its background has finally come out. Maple Leaf X30 belongs to Shengfeng Automobile Technology Group with a registered capital of 2.404 billion yuan, of which Geely Technology Group holds 78% and Zhejiang Kangdi Automobile Co., Ltd. holds 22%, and this Kangdi automobile industry is the predecessor of Shengfeng Automobile.

In recent years, with the retreat of new energy subsidy policy and the rapid upgrade iteration of new energy technology, the original products of Kangdi Electric Vehicle Company have been unable to adapt to the current rapid development situation. It is precisely because of this that a brand-new Shengfeng Automobile Technology Group Co., Ltd. was completely controlled by Geely Technology Group from 2065438 to March 2009. With the support of Geely Group, Shengfeng Automobile has fully introduced Geely management system into product development and management.

Interestingly, the LOGO of Shengfeng Automobile used to be exactly the same as a brand of China ancient automobile industry, with the same MAPLE leaf shape and the same English name as Maple. You are not mistaken. If you delve into the origin of Shengfeng Automobile, it is the descendant of Shanghai Huapu.

2009 is the year when the automobile industry blowout and the incremental market broke out. In order to fit the market in all directions, Geely Automobile began to implement multi-brand strategy and build independent sales networks one by one with the idea of "having more children and fighting in groups". Shanghai Huapu, which belonged to Geely at that time, became Shanghai Yinglun and went to the market with Emgrand and Global Hawk.

In fact, the models of these three brands belong to the same production line. At this time, the Huapu car with relatively backward technology is useless. Therefore, Shanghai Huapu brand officially withdrew from the historical stage after online sales with parent brand.

Due to the obvious change from incremental market to stock, Geely's multi-brand strategy is under pressure on the sales side. Therefore, in order to control costs and streamline the structure, Emgrand, Global Hawk and British sub-brands are unified into a Geely brand. In addition, because of the gradual rise of new energy vehicles, Geely is also tired of establishing a brand-new brand, so it simply requires Shanghai Huapu to formally sign a joint venture agreement with Kangdi Automobile Co., Ltd., a subsidiary of Kangdi Technology, on 20 13 in advance to jointly establish Zhejiang Kangdi Electric Vehicle Co., Ltd. to enter the new energy market.

After the cooperation, the first model was based on the Panda model owned by Global Hawk, and its appearance and size remained almost unchanged, except for the replacement of Kandy's logo at the logo position.

In the era of explosive growth of new energy, Condi is obviously a meat-eating group. According to the data of the Federation, in 20 15 years, the sales volume of Kangdi electric vehicles was 24,000 units, up by1811%year-on-year, ranking the top 3 in domestic new energy sales brands and the seventh in global electric vehicle enterprises. At that time, the new energy policy was more relaxed and the subsidies were generous, which could bring more new energy points to Geely and become the pillar of Geely's new energy vehicles for a time.

However, the main source of sales was Kangdi's own car time-sharing company, which was a new travel market at that time. It is not difficult to speculate on its main source of income. After all, the subsidy was very high at that time.

Shengfengche, soup before meat?

If we look at Shengfeng X30 with the logic of Huapu-Condi-Shengfeng, we can clearly feel that although we have eaten meat before, we may not be able to do it now.

There is a simple reason. Maple Leaf X30 is still going the old way. Although Maple Leaf Automobile is a brand-new automobile brand owned by Geely, from the management structure of Geely Holding, Maple Leaf Automobile does not belong to Geely Automobile Group, but belongs to Geely Technology Group, which mainly owns a well-known company-Cao Cao Travel.

According to online news, an insider revealed earlier that Maple Leaf Motor itself is prepared for the travel market, and Maple Leaf X30 is probably a customized model for Cao Cao's travel, specifically for the B-end travel market. In view of the impact of the epidemic, the current travel industry is treading on thin ice, and the travel demand is declining. According to the logic of drivers → travel companies → manufacturers, it is having an impact.

Moreover, for many struggling new energy car companies, travel is a big cake. The principle that the first one eats meat and the last one drinks soup has never changed. With the increase of electric cars, this big cake is being eaten away, and the pressure of the debut Maple Leaf X30 is not small.

However, the Maple Leaf X30 is likely to disperse in the haze of the epidemic, and it will be one or two years before the volume will be emitted. Because the news shows that in addition to competing with new forces, this company will also strive to create a new mode of power exchange in the field of new energy, and build a smart energy supplement ecology by changing the network deployment of power stations.

Write it at the end

To sum up, Maple Leaf Automobile is one of the few vehicles in the industry to build the concept of power exchange, and it must rely on the concept of power exchange, because the cruising range of Maple Leaf X30 under NEDC working conditions is only 306km, so it has no advantage in the field of trams. As a customized product of a travel company, there is bound to be time anxiety about energy supplement. Then, building a complete and orderly supporting chain of power exchange and industrialization may make the Maple Leaf X30 emerge quickly, and then the Maple Leaf brand may lead a wave of industry trends.

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