This time, Huawei finally aimed at a million luxury cars.

Not long ago, HarmonyOS Zhixing and Jianghuai Automobile launched the first product:Zunjie S800.

Different from the rest of the "Huawei Four Realms", as soon as Zunjie was born, it filled up the suspense stunt.

At the booth of Guangzhou Auto Show, the exhibition area of Zunjie was surrounded by a circle of "shady", which was very mysterious. Only invited visitors could go in and shoot.

Even if you are lucky enough to get the invitation from the distinguished circle, visitors need to sign a series of "5 million-worth" confidentiality agreements before they can go in and take pictures casually, and the mystery is directly filled.

At last week’s Huawei conference, this mysterious venerable world finally took the stage as the "One More Big Thing" finale of the conference, which was amazing.

As the highest-end car in Huawei’s "Four Boundaries", Zunjie S800 has the confidence of being unfamiliar with luxury cars such as Rolls-Royce and Maibakh.

Although there is no accurate pricing, Yu Chengdong also "spoiled" the pricing of Zunjie at the end of the conference, ranging from 1 million to 1.5 million. If you book on the spot, the light deposit will start from 20,000 yuan.

But beyond the gimmicks, can the inner nature of the Zunjie really stand up to positioning?

01

Why does the honorable world under the "shady" sell for 1 million?

At the Guangzhou Auto Show, every audience invited to enter the "shady" world of honour came out with a mysterious smile.

-this car is too distinguished to look at.

In terms of naming, S800 has nothing to hide. Since the highest end of Maibakh is called S680, the Zunjie will be "bigger" than you.

In terms of appearance, Zunjie is full of luxury. Although many young bloggers think that its design is "old-fashioned", they have to admit that,In terms of appearance benchmarking, Zunjie is simply a one-shot fight.

The size of the vehicle is 5.5 meters long, 2 meters wide, 1.5 meters high, and the wheelbase is as high as 3.37 meters. It is full of domineering on the road and directly targets the "ceiling" of the D-class executive car.

In terms of design details, Zunjie pays attention to a "harmony between heaven and earth".

Among them, the "sky" part naturally marked the starry roof of Rolls-Royce, but Zunjie added it to the door handle and became a "hand-picked star".

In the design of headlights and taillights, Zunjie has also implemented the design element of "starry sky" with full details.

As for more design details, Yu Chengdong said that he would slowly disclose them in the future.

In terms of power, Zunjie S800 has confirmed that it will be a hybrid model with 3 motors. It seems that the bosses who buy millions of luxury cars also have endurance anxiety and a restless heart.

Of course, in addition to benchmarking Rolls-Royce in appearance and interior, Zunjie has to show some "housekeeping skills".

As the main intelligent new energy vehicle, science and technology must be the most "luxurious" inside of Zunjie.

Zunjie follows the concept of the Sixth Generation Machine, and uses the latest Huawei "8S" design standard, which shows Huawei’s closet strength in cruise, mobility, information perception, privacy, network connection, AI, active protection and reliability.

Huawei’s most advanced "Turing II Long Xing Platform" is also said to be "the first to create a century-old chassis structure", which directly refers to Bentley’s hard work.

In terms of intelligent driving that everyone is concerned about, Zunjie directly piled up the materials and gave L3-level autonomous driving technology.

You know, in the field of autonomous driving, L2 to L3 levels are the watershed of intelligent driving from "human intervention" to "unmanned intervention".

Although the domestic autonomous driving authority is only open to L2 level, Zunjie boldly declared L3 this time to tell the market that we already have L3 strength, just waiting for the policy to be opened!

The courage of this "leading version" has to be said to be very Huawei.

Of course, the 1 million to 1.5 million and 20,000 down payment from the venerable world are also showing their dignity everywhere.

The market reaction also proves the "success" of Zunjie from the side.

48 hours after opening the reservation, Zunjie received an impressive record of 2,108 orders. You know, in 2023, Rolls-Royce sold 1,600 units in China.

Yu Chengdong’s dream of "turning over a lot of work" seems to be in progress.

02

Can JAC support Huawei’s high-end dream?

Since its appearance, the distinguished circles have disputed and ordered Qi Fei.

In fact, we don’t doubt Huawei’s ability to hack into high-end, but we are worried about another "dad" in the respected world.

After all, before Zunjie, JAC had little experience in manufacturing top-end vehicles.

Jianghuai Automobile, founded in 1964, is the "eldest son" of Anhui automobile industry.

Like other old-fashioned domestic cars, JAC started from trucks and slowly transformed into passenger cars until the 1980s.

Without the assistance of foreign capital, JAC completely developed and designed the first special chassis for passenger cars in China in the 1980s, which reached a milestone in the history of China’s automobile industry.

In the next few decades, Jianghuai has been developing both trucks and passenger cars. Not only did it cooperate with Hyundai for a short time, but it also developed many independent models.

Among them, the most prestige is Ruifeng commercial vehicle launched by Jianghuai. Because of its excellent quality, it has become the first choice for national government agencies to purchase MPV models.

However, in the era of new energy, Jianghuai is also in crisis like other car companies.

In 2013, Jianghuai Automobile was exposed by CCTV 315 because Tongyue model was suspected of cutting corners. Since then, Jianghuai’s reputation and reputation have plummeted, and original models have stopped developing. In the end, they can only rely on OEM business to continue their lives.

Jianghuai’s attempt at new energy vehicles is also superficial. After making several water testing works, there is no movement anymore.

Fortunately, in 2016, Jianghuai ushered in a savior:Weilai automobile

At that time, Weilai, who had just started to build a car, was worried because he didn’t have the qualification to build a car, and Jianghuai Automobile was anxious because of outdated business.

Coincidentally, the two companies hit it off, Weilai came out to design and Jianghuai came out of the factory, which jointly propped up the first half of Weilai Automobile.

In order to promote Jianghuai, Li Bin even claimed in an interview that "Porsche’s factory is definitely not as good as Jianghuai’s factory." Caused a lot of controversy.

In addition to Weilai, JAC and Volkswagen jointly established "Volkswagen JAC" and launched the brand "Volkswagen Sihao", but compared with Weilai’s success, Sihao’s existence is very thin.

Generally speaking,Weilai, as a brand that hits the middle and high-end among the new forces, has brought rare experience in manufacturing middle and high-end new energy vehicles to Jianghuai.

And this may be that after Jianghuai and Huawei held hands, the first model hit the bottom of the 1 million luxury car.

At the press conference of Zunjie, Xiang Xingchu, chairman of Jianghuai Automobile, said:Everything is for the respect, for everything in the respect!

It seems that in order to hold Huawei’s thigh tightly, JAC has done its best.

As far as the current situation is concerned, Zunjie has made a good start for the cooperation between Jianghuai and Huawei, but whether it can "surpass Celes" depends on the future performance of Zunjie.

03

"dismembering" BBA, respecting the world is the most cruel knife.

A few years ago, domestic new energy vehicles were still called "toy cars and old people’s music".

The market’s expectation of new energy vehicles is to buy them back for daily transportation. As for track racing, hard-core off-road and business use, they are basically the world of traditional oil vehicles.

But in the automotive field, high-end means the right to speak.Therefore, for domestic car companies, this "hard battle" has to be played.

In less than a few years, domestic car companies have launched an impact on the site of old oil cars from various fields.

BYD’s hard-core off-road looks up to U8, and its target is the luxury off-road vehicle series represented by Mercedes-Benz G Class and Land Rover Range Rover.

Looking up at U8 with a price of 1.098 million yuan is also BYD’s "technology master". It is equipped with a unique Yunqi body control system and can literally go up the mountain and down the river, which is very hard-core.

Perhaps it is expected that U8′ s sales are declining, but its purpose has actually been accomplished: as the first new energy brand to hit the "solid position" of traditional oil vehicles, it will show the potential and strength of new energy vehicles at all levels.

In terms of track racing, although there are many players, Xiaomi SU7 Ultra can be said to be the best-known and best-performing.

The ordinary version of Xiaomi SU7 is full of competitive elements, whether it is a streamlined body, a "ten-second real man" model, or Lei Jun’s own "racing driver" marketing, all of which are promoting the "track model" Xiaomi.

When Xiaomi SU7 Ultra came out with the fastest four-door car in New North, it also marked the official entry of domestic new energy vehicles in the competitive field.

After the hard-core cross-country and track racing were all disrupted, Zunjie S800 hit the "last fortress" luxury administrative field of oil trucks.

This summer, Huawei has cooperated with BAIC to launch the Luxury Car Enjoyment S9. Many people will wonder, although the Enjoyment S9 is positioned lower than the Zunjie S800, it will not be "internal friction" if it is fired twice in the luxury car in less than half a year.

In fact, from the perspective of product positioning, respect and enjoyment are actually two different beings.

Many netizens believe that the significance of Zunjie S800 is actually more like the Mate XT three-fold mobile phone launched by Huawei this year. It does not seek to sell well, but it must appear to "blow up" the market.

The enjoyment of the world is to assume a positioning similar to Mate 70, which is more biased towards the mainstream market.

However, whether domestic new energy vehicles are "really luxurious" or "high-end" depends on the precipitation of the market and subsequent feedback.

Domestic new energy has the strength of European luxury cars, but the time behind luxury cars still needs to be precipitated and accumulated to overturn.

After all,Subversion can’t be achieved overnight, but at least you have to make a beautiful start.

On December 18th, Chongqing Changan Automobile Co., Ltd. issued an announcement on the disposal of land and house assets of Yubei factory and the signing of the expropriation agreement. According to the announcement, Changan Automobile intends to sign the Agreement on Expropriation of Houses on State-owned Land in Yubei District of Chongqing with the Housing Construction Committee of Yubei District. It is estimated that the total amount of compensation for this expropriation is RMB 2,558.18 million, and the final compensation amount is subject to the expropriation agreement formally signed by both parties.

Due to the need of public interest, according to the Regulations on Expropriation and Compensation of Houses on State-owned Land, Regulations on Expropriation and Compensation of Houses on State-owned Land in Chongqing and Detailed Rules for the Implementation of Regulations on Expropriation and Compensation of Houses on State-owned Land in Chongqing, the People’s Government of Yubei District of Chongqing plans to expropriate the land, overground houses and related ancillary assets of Chongqing Changan Automobile Co., Ltd. (hereinafter referred to as "Changan Automobile") located at No.579 Airport Avenue in Yubei District of Chongqing. The expropriation department is housing and urban and rural construction in Yubei District of Chongqing.

Changan Automobile held the 33rd meeting of the 9th Board of Directors on December 17th, 2024, and deliberated and passed the Proposal on Disposal of Land and House Assets of Yubei Factory and Signing the Expropriation Agreement, agreeing that the Company and the Housing Construction Committee of Yubei District should sign the above agreement.

It is reported that the assets expropriated this time are the land, above-ground houses and related ancillary assets of Changan Automobile located at No.579 Airport Avenue, Yubei District, Chongqing. There are 100 assets in total, of which the building area is about 239,800 square meters, the plot ratio is less than 1 and the land use right area is about 212,300 square meters. By the end of October 2024, the original book value of assets was about 714.79 million yuan, the net book value was about 267.91 million yuan, and the provision for impairment was about 30,000 yuan, with a book value of about 267.88 million yuan.

Chongqing Wanhe Assets Appraisal Real Estate and Land Appraisal Co., Ltd., a third-party agency, was entrusted by the Housing Construction Committee of Yubei District to appraise the expropriated land, overground houses and related affiliated assets. According to the Assets Pre-Appraisal Report (H.W.H.Y. (Chu) 2024 Zi No.002), taking November 21st, 2024 as the base date, the appraisal results of the structures to be expropriated this time were taken as the appraisal conclusion, and the pre-appraisal value was about 49.89 million yuan. According to the Report on Pre-evaluation of Real Estate Appraisal (H.W.H.F.Z. Pre-evaluation (2024) No.005), taking November 21st, 2024 as the base date, the appraisal result of the house to be expropriated this time is based on the income method, and the appraisal result of the land to be expropriated is based on the market comparison method, with a total pre-evaluation value of about 1,963.93 million yuan. The final evaluation value is subject to the official report issued by the third party organization.

The compensation collected this time is a comprehensive compensation fee, totaling 2,558,179,368.29 yuan. Comprehensive compensation fees include housing value compensation fees, single-family early signing incentive fees, guidance incentive fees, single-family scheduled relocation incentive fees, facilities and equipment compensation fees, loss compensation fees for production and business suspension, decoration compensation fees, etc.

ICAR brand, which is independent of Chery New Energy, is specially designed for young people who pursue independence, self-creation and freedom. Its first model, Chery iCAR 03, adopts an unusual "square box" shape and locates a "tidal box electric SUV", which brings a completely different visual experience from the mainstream pure electric SUV. In addition to the excellent face value, what are the highlights of Chery iCAR 03 in terms of core power and intelligence? What is the future market trend? This issue of "Quality Car Selection" will be explained in detail for everyone.

I. Basic Information and Product Highlights

The above manufacturer’s guide price only represents the price on March 22, 2024. If there is any change, please take official website as the standard.

Chery iCAR 03 has launched six models with the price range of 1098-169800 yuan. Based on the new energy architecture of i-MS multi-element Rubik’s Cube, the new car adopts the unique i-BOX box design aesthetics, and is equipped with a pure electric drive system, providing two-wheel drive and four-wheel drive modes to achieve a balance between performance and energy consumption.

Chery iCAR 03 is equipped with a unique i-ROAD electric four-wheel drive system, which can realize intelligent switching between two-wheel drive and four-wheel drive and real-time distribution of dynamic torque. With the chassis structure of H-arm multi-link rear suspension and hydraulic bushing, as well as 8+X all-road driving mode and three extreme conquest modes, Chery iCAR 03 has all-terrain adaptability and can easily conquer different road conditions.

Chery iCAR 03 is equipped with i-VA four-tone intelligent voice control system, which supports full-scene voice control, navigation, multimedia, car control and other voice commands of about 500+ words. It can be said that the interactive experience is more outstanding. The new car is also equipped with the latest generation of pure vision scheme of DJI in-vehicle intelligent driving. It has a forward-looking 800W binocular camera, does not rely on laser radar and high-precision maps, has the ability to identify any kind of obstacles and road perception without learning in advance, and can realize high-order auxiliary driving functions such as high-speed NOA, urban memory driving, cross-layer memory parking, and tracking and reversing.

Chery iCAR 03 adopts the original all-aluminum multi-cavity cage body design, and the key parts are integrated die-casting structure. The torsional stiffness of the car body reaches 25804 N m/deg, which is 30% higher than that of the traditional steel car body. The battery is made of lithium iron phosphate battery with high energy density, 10mm battery protective armor with sandwich structure, 1000°C ultra-high temperature mica protective upper cover and 6 series aviation aluminum alloy lower shell, which can resist sudden dangers such as stone impact and vertical extrusion of objects. Full-time thermal runaway of BMS can be monitored and warned in real time, and alarm can be given within 5 minutes after thermal runaway to ensure the safety of occupants in the car.

Second, product competitiveness analysis

The above manufacturer’s guide price only represents the price on March 22, 2024. If there is any change, please take official website as the standard.

Because Chery iCAR 03 adopts a unique "square box" shape and is equipped with a pure electric power system, there are not many models that can directly compete with it at present. With reference to its starting price of 100,000 yuan, looking at the pure electric compact SUV market segment, this paper selects BYD PLUS Glory Edition and AION Y Plus to compare with Chery iCAR 03.

From the price point of view, the entry-level model of Chery iCAR 03 is slightly higher than AION Y PLUS, but lower than BYD Yuan Plus Glory Edition. In terms of the highest selling price, Chery iCAR 03 is also between BYD Yuan PLUS Glory Edition and AION Y Plus. Chery iCAR 03 offers six models with different configurations, including single-motor and dual-motor power. Although the number of models is less than that of AION Y PLUS, it is more than the glory version of BYD Plus, and the power types are more abundant than the other two cars.

Configure the comparison link, and try to select three models with similar prices for comparison. Except Chery iCAR 03 equipped with dual-motor four-wheel drive system, the other two models are single-motor configuration, and their performance is slightly inferior. At the same time, the CLTC pure electric cruising range of the three models has not widened. In terms of other configurations, Chery iCAR 03 is only equipped with basic active and passive safety configuration, and does not provide assisted driving function, while the other two models are equipped with L2-class assisted driving system. Comparatively speaking, Chery iCAR 03 has obvious advantages in convenient configuration and vehicle functions, equipped with electric suction tailgate and keyless entry function for the whole vehicle, and provided four-zone voice wake-up recognition, which is more convenient for daily use.

Third, product quality & service trend analysis

As the first model of a brand-new brand, will Chery iCAR 03 have hidden quality problems? In this regard, we will start with the failure problems of Chery New Energy’s models in the past year, and through the analysis of the failure problems, we will preliminarily predict the development trend of new car quality problems in the future.

According to the data of Chezhi. com, the number of quality complaint fault points of Chery New Energy’s models in the past year is relatively large, mainly from small ant models. Because Chery iCAR 03 is built on the new energy architecture of i-MS multi-element Rubik’s Cube and equipped with the latest pure electric drive system, it can be considered that the probability of the above problems is low for the time being, and the specific situation will not be conclusive until it is used for a period of time.

With the continuous development of China’s automobile market, the level of brand pre-sales/after-sales service and the quality of purchase experience have gradually become an important factor affecting consumers’ final purchase. Therefore, based on the big data of car quality network, we will analyze the common service problems of brands in the past year to provide more objective reference for consumers to buy models.

From the point of service complaints, the number of complaints about "no spare parts" and "selling defective cars" is relatively high. Through further analysis, we can see that these problems mainly come from QQ ice cream and Little Ant.

In terms of measuring the after-sales service reputation of new cars, we will analyze the response of enterprises to complaints from car owners, and relatively objectively predict the future after-sales service reputation of new cars. According to the data of Chezhi. com, the response rate of Chery’s new energy complaints in the past year was 89.2%, ranking in the middle and upper reaches of independent brands in the same period. It can be seen that manufacturers pay more attention to the demands of car owners.

Four, after-sales service policy and network distribution

In terms of after-sales service policy, you can enjoy the lifetime vehicle warranty+lifetime three-electricity warranty+lifetime free rescue (the first private user), and you can also enjoy the free original charging pile+free installation service. (Please consult your local dealer for details)

After the vehicle is purchased, it is bound to involve the daily maintenance of the vehicle. At this time, the number and distribution of brand dealer stores are very important, and even have a certain impact on whether consumers buy the brand model. According to the statistics of Chezhi. com, Chery New Energy currently has 161 dealer stores in China, covering 27 provinces, autonomous regions and municipalities directly under the Central Government, with a relatively large number of dealers in Shandong, Zhejiang and Jiangsu provinces.

Summary:

As the first model of independent brand iCAR under Chery New Energy, Chery iCAR 03 has successfully attracted the attention of young consumers with its unique "square box" design and perfect intelligent configuration. In the face of fierce competition in the domestic new energy vehicle market, Chery iCAR 03, which focuses on young and personalized positioning, cleverly avoids the encirclement of potential competitors, opens up a unique market segment, and is expected to lead pure electric SUVs to the new trend.

　　On November 14th, Yin Tongyue (front left), Chairman and General Manager of Chery Automobile Co., Ltd., shook hands with Chairman of the Board of Directors of Chery Rongchuang Group in Thailand after signing the contract. On the same day, Chery Company and Thailand Rongchuang Co., Ltd. held a cooperation signing ceremony at Daoxianglou Hotel in Hefei, Anhui Province, which marked the official landing of Chery Automobile in the Thai market. The initial annual output of Thailand Chery Rongchuang Co., Ltd. is expected to reach 5,000 vehicles, mainly selling Chery QQ and Tiggo. Xinhua News Agency reporter Chen Yuhua photo

　　Xinhua Net Hefei, November 16 (Reporter Chen Yehua) Chery Company and Thailand Chery Rongchuang Co., Ltd. held a cooperation signing ceremony at Daoxianglou Hotel in Hefei on the 14th, and Chery Automobile will be sold in Thailand and other Southeast Asian markets in the form of semi-assembled parts (SKD).

　　According to the agreement, Thailand Chery Rongchuang Co., Ltd. will be the exclusive agent of Chery in Thailand, assemble and produce Chery cars in SKD form, and sell them in Thailand and other Southeast Asian markets under the Chery brand. The company’s initial annual output is expected to reach 5,000 vehicles, mainly selling Chery QQ and Tiggo.

　　Thailand is the largest automobile production and export base in Southeast Asia, and almost all world-renowned automobile manufacturers have factories in Thailand. Thailand Chery Rongchuang Co., Ltd. is a joint venture between Thailand Zhengda Group and Rongchuang Group.

　　It is understood that Chery has established eight factories in seven countries including Russia, Ukraine, Iran, Egypt and Uruguay, forming an overseas production capacity of 150,000 vehicles. Yin Tongyue, chairman and general manager of Chery Automobile Co., Ltd. said: "We plan to have 14 overseas factories and 400,000 overseas sales by 2010, which will greatly enhance the international competitiveness and brand influence of Chery Automobile."

Editor: Jufu

　　Can the capital increase of 800 million yuan help Tengshi, which has suffered losses for many years, enter the blue ocean of new energy vehicle market?

　　Text: Yun Zhu

　　Recently, BYD Co., Ltd. (002594.SZ, referred to as "BYD") announced that it and Daimler Greater China Investment Co., Ltd. (referred to as "Daimler") each increased their capital by 400 million yuan to the joint venture company Shenzhen Tengshi New Energy Automobile Co., Ltd. (referred to as "Tengshi"). So far, Tengshi’s registered capital has increased from 3.36 billion yuan to 4.16 billion yuan, and the shareholding ratio of both shareholders is still 50: 50.

　　As soon as the news came out, there were mixed opinions about Tengshi Automobile’s capital increase of 800 million yuan. Some people thought that this 800 million yuan was Tengshi Automobile’s "life-sustaining money", while others thought that 800 million yuan was not enough for Tengshi to continue to "burn".

　　Both Tengshi Automobile and BYD said in reply to the interview with Business School that through this capital increase, Daimler and Biyatong jointly promoted the upgrade of Tengshi products and services and the expansion of sales and service networks.

　　Tengshi Automobile, established in 2011, is a high-end new energy automobile brand jointly established by BYD and Daimler. Seven years after the Chinese New Year, the development of new energy vehicles in China is in full swing, and Tengshi Automobile is still losing money. When Tengshi really enters the blue ocean of new energy vehicles and realizes profit, it has become the focus of the industry.

　　Ungrounded?

　　It is an indisputable fact that Tengshi Automobile has been losing money. "Business School" reporters checked the sales and financial situation of Tengshi Automobile in the past three years. According to the data, the sales volume of Tengshi Automobile in 2015 was 2,888, in 2016 it was 2,287, and in 2017 it was 4,713. Financially, from 2015 to 2017, Tengshi Automobile lost 570 million yuan, 1.3 billion yuan and 480 million yuan respectively, with a total loss of 2.61 billion yuan.

　　From 2015 to 2017, it was the three years of rapid development of new energy vehicles in China. According to the statistics from China Automobile Association, in 2015, the cumulative sales of new energy vehicles in China was 330,000, in 2016, the sales exceeded 500,000, and in 2017, it was 777,000, which can be said to be "step by step".

　　Compared with the sales volume of the whole new energy vehicle, it is not difficult to find that Tengshi did not enjoy the dividend of the rapid growth of China’s new energy market. Tengshi replied to the reporter: "Tengshi’s products have not only undergone rigorous experimental verification and testing, but also withstood the market test in the fierce market environment. Through market practice, Tengshi has accumulated a large amount of product data and rich experience, which has made sufficient preparations for the development of the new energy automobile industry in the next stage. With the implementation of the national new energy vehicle strategy, Tengshi has taken the lead. While providing consumers with a new green travel experience, it has promoted the development of the pure electric vehicle market in China with practical actions. "

　　Indeed, Tengshi is one of the pioneers of new energy vehicles in China. However, when the new energy vehicles are excellent, the sales performance of Tengshi vehicles is mediocre. Zhang Xiang, an independent automobile consultant, admitted to the reporter that in the past few years, due to the immaturity of battery technology and new energy vehicle manufacturing technology, the rapid growth of new energy vehicles was mainly concentrated in the A0 and A market segments.

　　Tengshi Automobile has been positioned as a high-end vehicle since its birth. In 2016, the price of Tengshi 300 was 369,000-399,000 yuan. If it is purchased in Beijing and enjoys state subsidies and local subsidies, the price will be around 250,000 yuan. At that time, BYD, Jianghuai, Beiqi New Energy and other manufacturers launched new energy vehicles, and the subsidized price was around 100,000 yuan. Most car owners buy new energy vehicles in order to "occupy the number" and "be a spare tire". Positioning the high-end makes Tengshi "ungrounded" and the sales performance is flat.

　　Zhang Xiang believes that with the maturity of new energy vehicle technology and the expansion of the market, consumers have put forward higher requirements for new energy vehicles, and the development of B-class vehicles and SUVs is the general trend. "The price of Tengshi was a little expensive before, and it was close to the price of Tess." Zhang Xiang said.

　　An industry insider who didn’t want to be named visited Tengshi many times. He told the reporter of Business School that Tengshi needs further improvement in human-machine interface, car entertainment and car networking design. For example, during his visit to the store, he found that the salesperson did not know how to monitor the battery status with the mobile App, or the traditional sales logic.

　　When will the break-even line of 200,000 vehicles break?

　　In recent years, new brands in China automobile market have emerged constantly, with ups and downs, and many people have sweated for the new forces of making cars. However, Tengshi Automobile is backed by Daimler and BYD, and it is not "starting from zero" in terms of vehicle development, battery technology and supporting supply chain. Why can’t it escape the "curse" of loss?

　　Zhang Xiang believes that the general law of the whole automobile manufacturing, whether it is a traditional automobile or a new force to build a car, can’t be broken. "The automobile industry is suitable for the law of economies of scale. An automobile manufacturer has accumulated more than 200,000 vehicles before it has economies of scale. After all, it takes a lot of money to build a production line, build four major processes, set up a sales network, and develop products. If the sales volume does not reach 200,000 vehicles, it will always be a loss. “

　　In fact, Tesla, as the representative of the new car-making force, has sold more than 250,000 cars, but this "curse" has not been broken. "In the early stage, Tesla sold one car and lost another, relying on Wall Street to continue investing to survive. After more than 200,000 sales, the financial situation is still not optimistic. "Zhang Xiang said.

　　And the founders of a group of new forces that build cars have always said that building cars is a matter of burning money.

　　"Building a car requires ingenuity, and building a smart car costs money in the first three years. It is impossible to have enough financing in the first three years. I think that even a team with great experience in industry R&D and supply chain will need at least 20 billion yuan to burn the company with products listed and cash income." Shen Hui, founder of Weimar Automobile, said.

　　"Building a car is a very expensive thing, so if a startup wants to build a car, it needs at least 20 billion yuan to prepare, otherwise it will not be done well." Li Bin, founder of Weilai Automobile, once said.

　　At present, Daimler and BYD have invested a total of 4.16 billion yuan in Tengshi. According to the reporter’s rough statistics, Weimar Automobile has accumulated more than 6.6 billion yuan, Xpeng Motors has more than 5 billion yuan, Weilai Automobile has accumulated 14.6 billion yuan in the first five rounds of financing, and LeTV has accumulated 11.3 billion yuan …

　　Although Tengshi is not the highest amount of financing among all the cars, it is obvious that Tengshi’s existing funds are stretched, and it needs "blood transfusion" in the future.

　　"Building a car can’t be done overnight. The automobile industry needs continuous high-input characteristics, which is doomed to be a long-term goal. However, the front load of profit must be based on taking consumers as the core and ensuring the quality of brands and products. In the future, Tengshi will continue to promote the development of new energy vehicles in China with the help of high-quality resources of both shareholders, so that more China consumers can enjoy the green travel brought by Tengshi. " Tengshi said.

　　BYD told reporters that Tengshi’s shareholders have always been willing to provide financial, technical and talent support for its development. This capital increase once again shows Daimler and BYD’s optimism about China’s new energy market, and also recognizes Tengshi’s brand development potential, and releases their confidence in Tengshi’s long-term development to the outside world.

　　In recent years, new forces of car-making have emerged. After visiting auto china in 2018, Shen Jun, managing director of Accenture Strategy, told the reporter of Business School that the biggest change of this year’s auto show was that a number of "PPT" cars were produced in mass production. It can be seen that the market structure has changed. In the field of high-end new energy vehicles, Tesla may be the only competitor in the past, but in 2018, there will be a wave of new competitors, including Weilai, and high-end new energy vehicles launched by traditional automobile manufacturers. "Tengshi welcomes more peers to join this industry, and only more enterprises can better promote the development of China’s electric vehicle industry." Tengshi said.

　　Zhong Shi, a well-known commentator in the automobile industry, believes that whether a car company can make a profit depends on the third car. The first car will become a brand, the second car will consolidate its advantages and test the market heat, and the third car will be mass-produced. Tengshi adopts an "iterative" approach. At present, Tengshi 500 is listed, which is its third car. Facing many new entrants, Tengshi has also entered a critical period that determines success or failure.

　　Start the marketing war

　　According to the announcement, the capital increase of Tengshi shareholders is mainly used for personnel expenses, market advertising expenses, payment of goods to suppliers, repayment of bank principal and interest expenses, vehicle purchase, battery upgrade and testing, and construction of service network.

　　Previously, Tengshi Automobile left a relatively low-key impression on reporters, and there were not many marketing advertisements exposed. In terms of sales network, Tengshi has not many sales outlets, but many prospective car owners have found that Tengshi has been selling at the same store in Mercedes-Benz’s 4S shop.

　　In the retail industry, many small brands often spend a lot of money to live next to luxury brands in order to gain more attention and attention. MK, Coach and other luxury brands have achieved rapid growth in this way.

　　In the automobile retail industry, Tengshi did not "live next to" Mercedes-Benz, but moved directly to Mercedes-Benz’s 4S shop, which on the one hand can expand the terminal quickly and at low cost, so that consumers can contact Tengshi’s products very conveniently; On the other hand, it can enhance Tengshi’s brand awareness and influence, because Mercedes-Benz is one of the most typical representatives of luxury cars.

　　This original intention is good, but Zhang Xiang observed that Tengshi was with Mercedes-Benz and thought that users would think Tengshi was a luxury new energy vehicle, which was acceptable, but not many people paid the bill in terms of sales volume.

　　In addition, in terms of charging pile facilities, Zhang Xiang believes that Tengshi is not as heavily invested as Tesla. At present, the number is not particularly large. The charging pile with Tengshi logo is not open to social new energy vehicles. On one occasion, he charged Tengshi on a public charging pile, and there was also a situation in which the power did not increase but decreased after charging.

　　Next, Tengshi will greatly expand its sales network. Tengshi is inextricably linked with BYD. At present, the general trend of the whole automobile industry in China is "self-improvement". Like Geely, Chang ‘an and Great Wall, BYD is also developing high-end products. Will BYD and Tengshi have the problem of "fighting each other"?

　　In BYD’s view, the positioning of the two brands is different. BYD relies on self-produced Chinese products to form brand radiation. Under BYD’s main body, Tengshi will focus on the demand of China consumers, focus on the research and development of electric vehicle technology, and constantly develop new energy vehicles with environmental protection, energy saving, safety and comfort, and excellent quality. BYD believes that China’s high-end new energy vehicle market is still a blue ocean.

　　Now Tengshi’s problem is how to enter this blue ocean as soon as possible through the continuous improvement of product strength and brand strength.