The new energy vehicle market is fiercely competitive, how should major independent auto companies respond?

Since 2018, China's new energy vehicle market has developed more rapidly, attracting competition from traditional car companies, new car manufacturers, and multinational car companies. On the one hand, new car manufacturers have challenged traditional car companies and began to continue. Entering the state of mass production delivery; on the other hand, with the implementation of the dual-point policy and the decline of the subsidy policy, multinational auto companies have also begun to increase the process of new car launches in this field. As the first self-owned brand car company to enter the field of new energy vehicles, what are the latest responses in the first half of 2018?

As the first batch of independent car companies to deploy new energy vehicles, BAIC New Energy proposed the 13th Five-Year "5615" strategy and "Leading 2025 strategy" in 2016 and 2017 respectively. The two major strategies take 2020 and 2025 as the time nodes respectively, and put forward specific plans for the development of new energy vehicles in terms of technology, products, and sales targets. Among them, the 2025 strategy promises that by 2020, BAIC Group will be the first to completely stop the sales of its own brand traditional fuel passenger vehicles in Beijing, and by 2025, it will stop the production and sales of its own brand traditional fuel passenger vehicles in China.

Under this plan, entering 2018, BAIC New Energy aims to achieve 150,000 market sales in 2018, with a target revenue of 19 billion yuan, and aims to become the industry's largest new energy vehicle company with market share.

In terms of product launches, BAIC New Energy has implemented a dual-brand strategy. At present, BAIC New Energy has five series of products: EC, EU, EX, EH, and EV. The cruising range has grown from 150 kilometers to more than 400 kilometers today. Launched products over 500 kilometers. In addition, BAIC New Energy's high-end brand ARCFOX launched in 2016 is expected to launch a series of products in 2020.

In order to prepare for the brand's high-end road, on June 18, BAIC New Energy and parts company Magna signed a cooperation agreement in Nanjing, Jiangsu. The two parties announced their intention to establish a joint venture to build a high-end smart pure electric vehicle development and manufacturing open to the outside world. center. According to the plan, BAIC Group’s existing plant in Zhenjiang, Jiangsu will serve as a base for the establishment and operation of two joint ventures, BAIC New Energy and Magna. Among them, the Zhenjiang plant will be upgraded and transformed into a manufacturing joint venture production base. The first mass-produced models are planned to be put into production in 2020, with an annual output of 180,000 vehicles. It is planned to first put into production related models of BAIC New Energy's high-end brand ARCFOX.

With the release of "Blue Geely Action" and "2020 Strategy", Geely Automobile plans to produce and sell 2 million vehicles by 2020, of which new energy products account for 90% (PHEV and HEV sales account for 65%, pure Electric vehicle sales accounted for 35%).

On May 28, 2018, at the Geely Borui GE listing conference, Geely Automobile released a new new energy strategy. Geely Automobile stated that it will launch more than 30 new energy and energy-saving vehicles in the next three years, and launch the "Zhiqing" new energy power system. The system has 4 major technological paths, namely hybrid, pure electricity, alternative fuel (methanol), And hydrogen fuel cell technology.

In order to welcome the advent of the era of new energy vehicles, in terms of product launches, Geely Automobile has successively launched Emgrand EV450, Borui GE plug-in hybrid version and Emgrand GSe in the first half of 2018, and will also launch a new energy vehicle in the second half of the year. A pure electric vehicle.

At the same time, the construction of Geely's new energy production base also progressed in 2018. In February of this year, Geely and Huzhou signed the "Geely New Energy Vehicle Project" cooperation agreement. The production base with an investment of 22.4 billion yuan and an annual output of 300,000 new energy vehicles will be settled in Changxing, Huzhou. It is reported that the first phase of the project is expected by the end of October 2018. Construction.

GAC implements the 13th Five-Year Development Plan (“135” plan for short) in the field of new energy vehicles. “1” means configuring a first-class professional R&D team, R&D facilities and R&D system to form a relatively complete industrial chain; “3” is In the passenger vehicle field, plug-in, pure electric and other products are the key development direction, and hybrid vehicles are considered to form three new energy brands and series of products; "5" is to master battery technology, master battery systems, electrode systems, and electrical The five key core technologies of system, electromechanical coupling system and system integration, and promote the industrialization of the five key core components. By 2020, GAC New Energy's production and sales will exceed 200,000 vehicles, accounting for 10% of the group's total vehicle sales.

In July 2017, GAC New Energy Automobile Co., Ltd., a wholly-owned subsidiary invested by GAC Group with an investment of 600 million yuan, was registered and established. GAC began to separate its new energy vehicle business in order to better manufacture new energy vehicles; 4 In December, GAC invested a huge amount of 45 billion yuan to build the “GAC Intelligent New Energy Vehicle Industrial Park”.

In April 2018, GAC New Energy participated in the Beijing Auto Show as an independent for the first time, released a new brand slogan "Smarter Partner", and created a new channel model-25-hour experience center, which was launched simultaneously with GAC New Energy Together with APP, a fully interactive online and offline marketing service model is formed.

Up to now, GAC New Energy has launched a total of 3 models of pure electric model GE3, plug-in hybrid model GS4 PHEV, and GA3S PHEV. According to GAC New Energy's plan, the Trumpchi brand will launch more than 7 new energy models in the future, covering three major product series, hybrid, extended range, and pure electric, to support the realization of the GAC Group's 2020 sales target of 200,000 new energy vehicles.

BYD has generally implemented the "7+4" strategic plan in the field of new energy vehicles, where "7" represents the 7 conventional areas of urban public transport, taxis, road passenger transportation, urban commodity logistics, urban building flow, sanitation vehicles, and private cars; "4" It represents the four special fields of warehousing, mining, airport, and port, and realizes the electric coverage of almost all application scenarios.

Thanks to its comprehensive market layout, BYD's new energy vehicle sales exceeded 110,000 in 2017, an increase of more than 15% year-on-year, and it ranked first in global sales for three consecutive years. In the 2017 annual performance report, BYD’s new energy vehicle business revenue was approximately RMB 38.5 billion, a year-on-year increase of approximately 13.06%, and its proportion of its total revenue further increased to 37.55%. In 2017, BYD's automobile business revenue was approximately RMB 54.5 billion.

In 2018, BYD’s new energy vehicle sales target is 200,000. At the same time, the global coverage of the city will expand from 200 to 400, further promoting the globalization of new energy vehicles. In addition, BYD will add 30,000 charging facilities in 2018 to form a more convenient and complete charging service network. In the first half of this year, BYD has successively launched a number of new energy models, including 2018 Qin EV450, 2018 e5 450, 2018 Song EV400 and a new generation of Tang.

In terms of power batteries, BYD changed its previous “closed state” and began to actively open to the outside world and seek cooperation. It is understood that BYD has reached cooperation with OEMs such as Great Wall, BAIC, and GAC in terms of power batteries, and four new carmakers, including Chehejia and Leap Motor, are interested in cooperating with BYD on battery business. In addition, on June 27th, BYD’s Qinghai Nanchuan Battery Plant Phase I 10Gwh power battery production project was officially put into production and rolled off the production line. The project is scheduled to be fully put into production in 2019, and the annual production capacity will reach 24GWh.

On October 19, 2017, Changan Automobile released a new new energy strategy-"Shangri-La Plan", announcing that by 2020, Changan Automobile will complete the construction of three new energy dedicated platforms; by 2025, it will stop selling traditional fuel vehicles. , To achieve the electrification of the full spectrum of products, and to invest 100 billion yuan in the entire new energy vehicle field. At that time, Changan will launch 21 new pure electric vehicles and 12 plug-in hybrids.

In the 1980s, Changan entered the automotive field and started its first business; in the early 21st century, Changan entered the field of Chinese brand passenger vehicles and launched its second business; in late April this year, Changan Automobile Chairman Zhang Baolin was in Beijing The "Third Innovation and Entrepreneurship Plan" was released, which pointed out the transition from traditional products to intelligent + new energy products.

One of the strategies to promote the transformation is to accelerate cooperation with outstanding companies with an active and open mind. On April 17 this year, Changan Automobile and BYD Automobile reached a strategic cooperation in Chongqing. The two parties agreed on the development of new energy vehicle electric drive three-in-one products. Collaborative development of design, matching, testing, production, etc., to achieve mass production approval status. According to cooperation expectations, the product is expected to be launched next year with a certain model of Changan.

In addition to launching strong cooperation, the construction of Chang'an New Energy Plant also has the latest progress in 2018. On June 19, the Nanjing Jiangning New Energy Vehicle Project with a total investment of 20 billion yuan by Changan started construction. The project is positioned as a medium and large-scale new energy vehicle production base with a designed annual production capacity of 240,000 vehicles. Products include high-performance crossover SUVs, coupes, etc. A variety of pure electric models are expected to be completed in June 2020. The construction of this plant is obviously to pave the way for the "Shangri-La Plan" of Changan Automobile New Energy.

Under the general trend of domestic auto companies increasing their deployment of new energy vehicles, Great Wall Motors released the "2020 Strategic Plan" in 2017. In the field of new energy vehicles, Great Wall plans to invest 30 billion yuan in new energy and intelligentization by 2020. At that time, Great Wall Motors will build two exclusive pure electric platforms and develop and launch more than 10 new energy vehicles based on the new platform, including EV, PHEV and FCV, ranging from small to large, and the category covers SUVs and cars.

For a long time, compared with Changan, Geely and other car companies, Great Wall's development in the new energy field has been relatively slow. This can be seen in the 2017 average fuel consumption of passenger car companies and the calculation of new energy vehicle points issued by the Ministry of Industry and Information Technology. (In 2017, Great Wall Motor's fuel consumption points were -159859 points). Due to the pressure of "double points", Great Wall Motors has begun to make some moves by 2018.

The first is to adjust the product structure. During the Beijing Auto Show this year, Great Wall Motors launched the WEY P8 plug-in hybrid SUV. At the same time, it released its new independent pure electric vehicle brand-Euler, the brand's first pure electric crossover. SUV: Euler iQ is expected to be officially launched in the third quarter of this year.

In terms of vehicle cooperation, after Great Wall bought a stake in Yujie, which focuses on low-speed electric vehicles, in July last year, in February this year, Great Wall announced the establishment of a joint venture with BMW "hand in hand". According to the plan, the two parties will negotiate the specific details of the joint venture and the cooperation model. According to the latest news, the cooperation project between Great Wall and BMW will be formally signed in Germany on the afternoon of July 9th, Beijing time. In this regard, Gasgoo will continue to pay attention.

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