Self-awareness of traditional car companies and carp effect of new forces

During the Beijing auto show in April this year, the internet builders brushed up their presence and occupied important positions in the main exhibition hall.

Perhaps just two years ago or a year ago, these newly-established new companies also humbly humbled their hearts to the traditional rivers and lakes of the traditional forces and demanded "one platform opportunity." For more than a year in a short period of time, these young companies have emerged in a trend. Who gave them the courage to stand in court?

The "Capital Feast" of New Vehicle Builders

It is undeniable that in the past few years, the forces of the new car have officially moved from the stage of rapturous campaigns to the stage of competition with traditional car companies. The petting of the capital market has further encouraged the ambition of these new forces to challenge traditional car companies.

Under the chase of investors, several unicorn companies with valuations of billions of dollars have been born out of the new car-building forces. At the same time, under the guidance of the new energy policy, in the camp of electric vehicles, more than 200 new-build car companies were quickly assembled in a short period of time.

Although the future is still unknown, the impact of the new carmakers on the auto industry has already emerged.

Under the influence of the carp effect formed by the new car-building forces, the determination of the traditional car companies to awaken and break through seems to have surpassed ever before. Compared with the flexibility of the new power companies, although the difficulty of the transformation of traditional car companies is like an elephant turning, but a strong resource integration capabilities, a more profound technical accumulation and brand heritage, but the traditional car companies have a greater chance of coming from behind .

Self-realization of traditional car companies

On April 23, two days before the official opening of the Beijing Auto Show, Changan Automobile started its "self-defying revolution" with its third venture. Zhang Baolin, chairman of Chang'an Automobile, said that "the era of elimination of you has nothing to do with you," led to this wave of dramatic changes, the traditional car companies in exchange for the future of deep thinking.

On the first day of the Beijing Auto Show, a big news from North America was submerged in the mass of information on the day of the auto show. Ford will stop investing in the car production line in North America. Ford CEO Han Yongte said that this move will be able to “make Ford’s healthy business.” Get continuous blood transfusions and deal decisively with those that destroy value." In order to cope with the greater challenges that will come, the 100-year Ford has chosen to further "slim."

If you can not keep the glory of the past, you must make a choice as soon as possible, through the broken wrist, in exchange for re-starting, which has become a new topic in front of all the traditional car companies.

After a decade of silence, Guanzhi Auto finally chose to take advantage of Baoneng and embarked on a new starting point for “curve to save the country.” Geely Automobile, one of the leading private enterprises, despite the current development trend, but Li Shufu, who is still in danger, is still Through the acquisitions again and again, to expand the territory in order to win the future "war."

Tianjin FAW, which has a history of 30 years of building a car, chose to bid farewell to the glorious last era. The discontinuation of production of the “National Vehicle” Xiali brand indefinitely is not only the determination of Tianjin FAW to face a new era of transformation, but also the entire traditional car enterprise camp. In the new era of rapid development, it refuses to be dragged into the quagmire by the historical burden. Awake.

In order to grasp the younger consumers and help companies transform and brand up as soon as possible, Tianjin FAW has focused all its strength on the Chunpai brand. In order to develop new energy vehicles, the company has invested several billion yuan in recent years. The first new energy model, the Chunpeng A70E, was officially launched in September last year. It started the "first shot" of Tianjin FAW in the field of new energy and also became a Jedi counterattack for Tianjin FAW.

In 2018, it also became the year of Tianjin FAW's product explosion. From the Shanghai auto show in April last year, Tianjin FAW accelerated its product transformation and brand image combing after the official launch of the new brand plan called “Junchi Plan”. Since the launch of the A50 A-Class Caravan in March of this year, at the Beijing Auto Show, the cross-border travel car Chun-Xiang CX65 and the A-Class SUV Chun-Pai D80 from Tianjin FAW unveiled at the same time. The industry people think that Tianjin FAW. The renaissance is being renewed, adding to the stack.

On the other hand, it is a traditional car company veteran who has been overheated and sought after, but has not yet become truly competitive. On the other hand, it is a veteran of traditional car companies that has deep accumulation and willingness to bear pains to recreate itself. Who will lead?

Perhaps not long ago, Li Shufu had already given the answer to the question in a forum: "The fate of the future auto industry lies in the self-awareness of the traditional auto companies, and they must wake up rather than listen to the Internet companies' day-to-night 忽悠. ”