Haier Group, the leader of the domestic home appliance industry, has recently reported the news of car manufacturing. According to the Tianyancha APP, Haier's Catage series company has established an automotive technology development company with a registered capital of up to 1500 million RMB. This move has sparked speculation about whether Haier will enter the new energy vehicle market and compete with many new car-making forces and traditional car companies.
In fact, Haier's layout in the automotive field already has a certain foundation. From March to May this year, Haier reached strategic cooperation with SAIC, Chery, and Geely, involving intelligent manufacturing, smart cars, car-home interconnection, new energy, and intelligent vehicles. Haier also has rich experience and resources in circuit accessories, chips, digital products, intelligent interconnection, etc., which provide favorable conditions for Haier to build cars.
However, Haier's road to building a car has not been smooth. First of all, Haier's current car-making plan is still in the planning stage, and there is no clear launch time and landing plan, and it does not have its own brand and products. Secondly, Haier will adopt the OEM model, which means that Haier lacks autonomy and control in the design, research and development, and production of automobiles. Finally, Haier has to face a fiercely competitive, fast-changing, high-threshold new energy vehicle market, some cross-border companies have suffered failures and setbacks in this market, and it remains to be seen whether Haier can break through these difficulties.