On September 21, the BMW pure electric car i3 and the plug-in hybrid car i8 sports car were launched in China. The moving stories and grand scenes, electric technology and carbon fiber bodywork have all opened the eyes of many media and praised them. It is said that the listing of BMW i3, i8, Dongfeng Nissan Morning Wind Electric Vehicle, Tesla and follow-up foreign new energy vehicles will bring huge crisis to the self-owned brand new energy vehicles.
The reason is that the foreign-funded new energy vehicles have a high level of technology. Both the BMW i-series, Tesla and Dongfeng Nissan Qichen Chenfeng have strong technical strength; some foreign-invested new energy vehicles also have strong price lethality. For example, after the morning breeze deducted the subsidy, the price was less than 200,000 yuan, and it has already joined the self-owned brand new energy vehicle.
On the contrary, although the sales of domestic independent new energy vehicles have achieved rapid growth from January to August this year, their overall technical level is low, they do not master the core technology, and most models are cheaper. The best-selling products are mainly due to government subsidies and various preferential policies. Stimulation. Once foreign-invested new energy vehicles receive the same subsidies, independent new energy vehicles will face a crisis.
Although this statement is reasonable, it is not comprehensive. The technical level of self-owned brand new energy vehicle enterprises is mixed, but several companies with core competitiveness have been formed. They have mastered the core technology of new energy vehicles and have their own hands. Such as BYD. BYD and Mercedes-Benz joint venture production of Tengshi electric vehicles have been listed, in the words of Wang Chuanfu, their cooperation is the cooperation of technology for technology, BYD's core battery, motor, electronic control technology and Mercedes-Benz technology, safety concept of "strong" Strong alliance."
The head of Mercedes-Benz Tang Shikai also said that Tengshi follows Daimler's scientific and rigorous production management system and pays attention to quality throughout the supply chain. Tengshi has achieved the goal of Daimler's foothold in China to produce the safest, most reliable and most convenient electric vehicle for the Chinese market. It represents the highest level of electric vehicles in China and surpasses other European counterparts in the field of new energy vehicles in China. Invest. Even Mercedes-Benz has adopted BYD's battery, motor and electronic control technology. Can it be said that the new energy vehicle lacks core technology?
Then like the steam. The Roewe E50 electric car and the 550 plug-in hybrid car produced by SAIC have mastered many core technologies that even multinational companies do not have. In the field of commercial vehicles, Yutong New Energy Bus has mastered the core technology of vehicle control, engine intelligent start-stop control technology (IST), intelligent braking and energy recovery technology and high-efficiency electro-hydraulic power steering technology (HEPS). Yutong's unique "Rui control" system has got rid of the mileage limit of the charging station, and the power consumption per 100 kilometers is only 90 degrees. Seeing these examples, can you say that your own brand new energy vehicles can't?
Of course, many independent new energy vehicle companies do not have core technology, and the arrival of foreign competitors is a crisis for them. However, there are too many Chinese car companies, and there is no need for mergers and acquisitions. If this crisis is described as a crisis for the entire self-owned brand new energy vehicle company, it will be a partial and complete injury to the enterprise.
However, there are always some arguments to sing the advantages of foreign brands and to render the shortcomings of their own brands. This seems to have become a paradox of habit and thinking. This phenomenon is more prevalent in the field of fuel vehicles. For example, the 12-month market share of self-owned brands has been declining, the difficulties of independent development, the period of entering the ice age, and the difficulty of breaking through have frequently appeared in the media, and articles such as pulse, treatment and path exploration for independent brands have emerged endlessly. The impression is that the self-owned brand seems to have been ill and even ill.
In fact, the performance of independent brands is not so bad, many car companies have risen against the market, and many star products are emerging every month. Some independent brands have been making a fortune. However, this kind of publicity has affected the image and sales volume of independent brands. Imagine, which consumer is willing to buy the products of the self-owned car enterprises that are “infected”, what if they buy after-sales service?
It is true that the original intention of such reports is to show the dilemma of independent brands, to remind enterprises and relevant policy makers to pay attention, but if the formation of thinking inertia, the difficulties will be greatly enhanced, the effect is contrary to the original intention. Zhang Baolin, president of Changan Automobile, admits that he is answering questions such as “where is the way out for his own brand” almost every day. This is a very torturous thing. If the media is not accurately written, it may lead to a very depressed public opinion environment and a heavy mood.
Or Zhang Baolin said well, please give the media more encouragement and find some highlights. It is not advisable to report a good news without paying attention. The practice of prolonging the prestige of others and destroying their own ambitions must also be abandoned.