Article 9(3) of the Advertising Law stipulates that advertisements shall not use extreme language. But in the automobile circle in 2023, the "Advertising Law" no longer works, in order to get out of the circle for the marketing of their own products, the CEO of the car company racks his brains when making PPT, as long as it can be red, black and red.
In 2022, Li Xiang's "best SUV within 5 million" has made "the best within xx million" a panacea for new car promotion, and this year's big-mouthed Yu Chengdong's "far ahead" has been directly selected as one of the top ten Internet buzzwords in 2023 from the science and technology circle to the automobile circle. Someone has made statistics, at the press conference of the new M7, Yu Chengdong mentioned 5 times in 90 minutes "far ahead" and more than 20 times "ahead".
However, Lao Yu said that "far ahead" is not used casually, "I will only say it when there are more leaders in this field." "Damn, he's pretending to be it again.
Another representative of "not being shocked and dying" is Li Xiang, the "Weibo King" who makes cruel remarks on social ** every once in a while, what "multi-gear plugging has no future, range extension is the future", "The sales of many friends and jujubes, what is there to do?".Delusional?"If it's really designed like this bird, I'll kill the design team and jump off the building by the way......."In terms of hype, Li Xiang has never lost.
There's no way, the rim is too rolly, the market is too cruel, you can't create topics, and you can't harvest traffic. 76.When the 90,000-priced ZEEKR 001 FR was launched, An Conghui, CEO of ZEEKR Intelligent Technology, said that this car currently has no rivals, and friends will not be able to build it within five years. When Jiyue 01 was listed, CEO Xia Yiping bluntly said, "Other people's top configuration is just our standard, because other people's finish line is only our starting line!."”
Even Volvo Cars, which has always been low-key and introverted, shouted at the Shanghai Auto Show, "We will learn in three years."We will, the new forces won't be able to learn in ten years!”
In fact, it is no problem to praise yourself, just like Nezha Automobile CEO Daniel Zhang said, "You can say hello, but you can't say that you have to step on others when you are good, this is too tasteless." ”
Shuffle
In 2023, the speed of industry reshuffle will continue to accelerate, the differentiation of new cars will intensify, and joint venture brands that cannot survive will withdraw from the Chinese market.
Weimar, the former head company of new cars, officially filed for bankruptcy reorganization in October, and Shen Hui, the founder of the founder who went overseas during the Munich Motor Show in September, asked everyone to wait for his good news.
Aiways, which was also pinned on high hopes, is also hovering on the verge of bankruptcy, with employees in arrears of wages, office rent, factory shutdown, and not long ago refusing to perform the settlement agreement without legitimate reasons, and was listed as a dishonest person subject to execution by the Shangrao County People's Court.
Skyline, Reading, Ziyoujia, Hengchi, some have fallen, some still have a breath left, not all new cars have a chance to survive the second round, even those joint venture brands that have been deeply cultivated in the Chinese market for many years, can not escape the natural law of survival of the fittest.
GAC Mitsubishi lost to the Chinese market, and its production capacity was taken over by GAC Ai Safety DiskBeijing Hyundai has twice listed ** Chongqing factory, and has repeatedly reduced prices but cannot find a receiver;DPCA once again ** its two factories and received 1.7 billion yuan in blood transfusion.
In 2024, there will be more players leaving.
Layoffs
Of course, no company is willing to admit that it is really laying off employees, and everyone will use various terms to package, such as organizational structure adjustment, reasonable post optimization, unpaid rotation, early buyout, contract worker termination, etc.
In the first half of the year, Ford China was exposed to lay off 1,300 employees, and departing employees could get N+3 compensationYueda Kia issued a notice of management rotation, involving more than 100 people.
In the second half of the year, GAC Toyota, GAC Honda, Gaohe, and Chery Jaguar Land Rover were all rumored to have large-scale layoffs, but they all refuted the rumors one by one, and the most sincere was Weilai, which directly announced a 10% layoff.
Of course, layoffs are not exclusive to the Chinese market, and multinational car companies are not small in their overseas moves. During the general strike, GM, Ford and Stellantis in the United States have laid off thousands of jobs, Cariad, the software division of Volkswagen Group in Europe, will lay off 2,000 jobs, and the automotive subgroup of parts giant Continental Group plans to cut 5,500 jobs.
The result of the involution is the acceleration of the knockout round, and it is not only car companies that are eliminated, but also practitioners in the automotive industry.
Change
If they want to survive, car companies must accelerate their changes and live water.
With the "Iron Lady" Wang Fengying as president at the beginning of the year, following in October last year, in March this year, Xiaopeng Motors once again adjusted its organizational structure, completed the reform of the marketing system, and began to fight corruption from the purchasing department, and the management also underwent a major change, and there were only 2 people left in the 12-person senior management team. Judging from the sales volume and stock price recovery performance of Xpeng Motors in the second half of the year, the reform has achieved initial results.
NIO, which almost became the worst new car this year, has also started a process of scraping bones and healing, merging departments and positions that are duplicated construction, changing inefficient internal work processes and division of labor, eliminating inefficient positions, and postponing and reducing project investment that cannot improve the company's financial performance in three years.
New cars are constantly changing and reorganizing, and the century-old automotive industry giants have not stopped. This year, the Bosch Group announced the reorganization of its Automotive & Transportation Technology business into seven business divisions. Continental also announced a strategic update to its automotive subgroup, combining its six businesses into five business areas.
In order to maintain profitability in the era of rapidly changing smart electric vehicles, it is necessary for large enterprises to accurately grasp the direction of their business and adjust their strategic deployment in a timely manner when problems are discovered.
Cross-border
Although the industry is shouting "brand overcapacity" and "overcapacity", there are still cross-border players entering the game to build cars.
The most anticipated thing in 2023 is Xiaomi Auto, starting in the second half of the year, we will see fancy spy photos of Xiaomi Auto on social **, some of the shooting effects are more exquisite than official shots, of course, there are many leaks, these leaks** not only bring heat to Xiaomi, but also bring millions of liquidated damages.
Gossip aside, Xiaomi Auto is indeed the most anticipated new brand in the automotive circle in the past two years, is it possible to subvert the drama of the mobile phone circle and stage it again in the automotive circle?I can't think of a more appropriate word than wait and see.
In July last year, Geely's Xingji Times obtained a controlling stake in Meizu Technology, and Geely completely broke down the barriers between cars and mobile phones.
In June this year, Meizu and Polestar established a joint venture, and Polestar revealed that it plans to launch a high-end smartphone with the same name as the brand in China, which will be equipped with the Polestar operating system developed based on Meizu's existing technology platform FlymeLast month, Meizu announced that it had officially entered the automotive market, creating an exclusive dreamcar for Meizu friends.
Even if they don't buy ready-made mobile phone manufacturers, car companies can still make their own mobile phones. On September 21, the first mobile phone, NIO Phone, was officially released at the 2023 NIO Innovation Technology Day, and Li Bin said that NIO mobile phones are "not far ahead, but they are very easy to use." Tan Benhong, CEO of AVATAR, also revealed on Weibo that the Huawei Mate60 Pro AVATR Special Edition, jointly created with Huawei, is advancing rapidly.
Write at the end
Ten key words cannot summarize the excitement of the automotive industry in 2023, and we are fortunate to witness such a magnificent development process in the era of great changes in the industry.
Looking forward to 2024, the involution will intensify, and the tuyere of opportunity is narrowing, but the door of opportunity will never be closed. Hopefully, we in the automotive industry can remain optimistic in pessimism and see hope in adversity.
end