To raise this issue, I mainly found a very interesting reality. At present, Japanese cars, U.S. trainees, and German cars, electric vehicles in China have started to use products based on Chinese development, and they treat domestic policies and products according to localization requirements. And market demand. This matter has two sides in itself. We have entered a scale that is close to marketization in advance. In other words, after the subsidies are completely retreated in the future, we will face the problem that prices cannot go back, but the entire business model cannot continue.
Shanghai Forum
1) China's special-purpose pure electric vehicle and its domestic partner platform
For various reasons, in fact, Nissan Ghosn said very straightforwardly: “We cannot sell Nissan Leaf in China. I think its price is relatively expensive and it is not suitable for Chinese consumers. We conducted field research and found that in the Chinese market. The largest demand is low-cost electric cars.
Ghosn admitted the group's main EV for China -- the Nissan Leaf -- was too expensive for the world's biggest electric car market. “When you look at the electric Chinese cars, they are very, very affordable. The price point of the Leaf today Is not adequate for the Chinese market," he said.
This is a very ironic thing, because we look at sales in Q18 in 2018, and the competitiveness of LEAF in the world in 2018 is still good. Needless to say, LEAF actually has the largest cumulative sales of electric vehicles in the world.
This also makes Toyota, FCA and Mitsubishi in the domestic very quickly with domestic sales, the use of GAC GS4 and GS4PHEV to do joint venture car companies car. Honda made several domestic electric vehicles that are special for China.
The Renault-Nissan-Mitsubishi Alliance and Dongfeng Motor have established the E-Tech New Energy Automobile Co., Ltd., which is also developing the Kwid EV for the Chinese market. The cost is very low. Consumers can only buy a small amount of money. Taiwan's own Kwid EV
At the Beijing Auto Show, Volkswagen's first pure electric vehicle in China, the S20, is a purely electric compact SUV with a brand name. The car is based on the situation of the JAC iEV7S upgrade. The prototype Jianghuai iEV7S has just been listed in Beijing. The price is 119,500 yuan and the cruising range is 280 kilometers. The JAC iEV7S has no difference with the Volkswagen's first domestically produced pure electric SUV. Its length, width, height, wheelbase, weight, and motor are the same.
More and more joint ventures of pure electric vehicles directed at the points are actually running at the bottom line. We also see that the development of electric vehicles in the world is relatively fast, but there are still some differences in the foundation of the establishment. The domestic companies, foreign companies, and new-build companies that competed with each other took out the weapon of price.
We emphasize mileage, emphasize the size of vehicles, and further strengthen the price of subsidies.
To a certain extent, the repeated changes in the subsidy policy are actually very damaging to the entire system of car prices.
If we look at joint ventures in the future, we really have to come up with special vehicles for China, or vehicles for our partners. In fact, the development of pure electric vehicles in our country is getting narrower and narrower.
2) Rapidly changing product definitions and requirements
Coupled with the pursuit of energy density that changes on a quarterly basis, the development of the entire vehicle has produced great losses for the entire battery system.
The changes in these various requirements have greatly plagued product development for vehicle companies.
The product strategy phase is the conversion phase from the product spectrum to the product project. It is necessary to complete the rebalancing of the original product spectrum and the future product strategy, decide whether to start the development of the product project, and deeply analyze the positioning of the product in the product spectrum. . The boundary conditions that product projects need to meet, such as sales volume, investment, cost, product characteristics, development cycle, profitability, etc. The product strategy stage is from G10 to G8, which are respectively strategic preparation G10, strategic project G9 and project initiation G8. Preparations for product project approval include market research, product positioning, analysis of competitors, and strategy research of various departments.
On the basis of a clear product strategy and the approval of feasibility, the development of the product project plan is completed. Including the powertrain solution, the VTS target of the vehicle, the full-size theme model, the design of key components, the material cost of the entire vehicle, the manufacturing planning plan, the product quality target, and so on. Conceptual stage from G8 to G7, set the boundary conditions, refine the market, modeling, engineering and manufacturing requirements, identify conflicts in the project.
Now that the change is so rapid, many things that were previously defined cannot catch up with changes throughout the product life cycle.
Summary: I think that in 2018, the price of pure electric vehicles was stamped on, and there are still more than a certain range of market agitation in the market of various new-build companies in 2018. For the entire electric car, it is in a relatively dangerous situation. According to actual expectations, there may be a new round of retreat in 2019, and various auto companies cannot be illusions about the 2019 subsidies. In other words, we are really built on the beach, and it is a low tide. This price system is also a big issue for joint ventures and domestic companies that are determined to meet the requirements for points. Not to mention this new wave of new car companies.
In a nutshell, the pure electric market in China is prosperous, but it may just be that he started from Zhulou, seeing him entertain guests and seeing him collapse.
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