Kunpeng Project
Recently, there have been more and more car companies that have problems, just after Evergrande Automobile's investment in the soup, WM Motor announced bankruptcy and reorganization, and in 2024, Gaohe Automobile, which is quite hard in the background, also has problems, and directly announced that it will stop work and production for 6 months. Netizens even broke the news that Gaohe Automobile not only could not deliver the car, but also could not pay the wages of employees, and even the exhibition hall could not afford to rent, and it was pure to go bankrupt and close the door. Car companies have fallen one after another, what is the problem?
After the Spring Festival, workers returned to work, and there was no new atmosphere in the New Year, but they were told by the leaders that they would not use it in the future, and that the wages would be paid in accordance with the local minimum wage starting in March.
There are even dealers who broke out that the original price of 570,000 Gaohe cars is now cleared at less than 300,000 yuanIt's almost 50% off**, it looks like it's very cost-effective, right? But I don't dare to buy it at all, if I really pay for it, I'm afraid there will be countless pits waiting, and in the end, I'm afraid that I can't even find anyone after sale.
Many people are probably going to say, what kind of company is this called Gaohe? Cars sell very expensive, but I've never heard of them. But in the automotive circle, Gaohe has attracted much attention because of its luxurious configuration.
Gaohe's most famous model, the new car guide price of 57-800,000 yuan, was once known as China's most expensive electric car, the advertisement is that the last very few people can have the "top luxury car", Gaohe Automobile has attracted much attention, and the big boss behind Ding Lei and his control of Human Horizons also have a relationship.
Human Horizons is a company founded by Ding Lei in 2017, and its main business includes the development of new energy intelligent vehicles, the layout of smart transportation and the construction of smart cities. Why is Gaohe's strength good? There are several dealer bosses standing behind Human Horizons, and the car has not yet begun to sell, and the sales channel has been set up.
In 2019, Human Horizons officially released the luxury smart car brand "Gaohe", which was also the most expensive smart electric vehicle brand at that time, with a price range of 570,000 to 800,000 yuan.
Gaohe thunder means that the fight of new energy vehicles has become more and more cruel. In June last year, Huawei's Yu Chengdong publicly stated that by 2030, the number of major players in the Chinese market for new energy vehicles will be less than five. Lei Jun of Miche, and even Gao He Ding Lei himself, actually said similar things, do you think this is reasonable?
Some people say that it is unreasonable, there are no hundreds, dozens of large and small new energy vehicle companies in China, and they all seem to have unique skills, so they can't hold on? How many more thunders do you have to explode? There are also many people who think that it is reasonable, that it is too difficult to build a car, and that winner-take-all itself is the norm.
Is it really that hard to build a car? If you don't know, you will be told that it's not just a matter of finding a ** dealer to buy a bunch of parts and come back to spell it, and people who know how to do it will tell you that it's really difficult, and it takes time to burn money.
From the perspective of the process, if you want to move a car from the drawings to the road, the necessary stages include project establishment, research and development, verification, manufacturing and sales, etc., each stage can be divided into many small items, and some of them can be taken out casually, behind which are hundreds of millions or even billions of investment.
Take R&D as an example, Volkswagen has previously announced that the R&D investment of the eighth-generation Golf model totals more than 2.2 billion US dollars, which is just an upgrade of mature models. In addition to the majority of R&D expenses, such as mold development, sample production, and new car experimental testing, these links are also quacking and expensive.
Have you ever heard of wind tunnel testing in an automotive think tank? Many car companies have done it, and it is said that the test is charged on time, and it is thirty or forty thousand yuan an hour, and one test can burn the money of a car. With such a high cost, the final function may be to make the shape of the rearview mirror a little better.
It's really hard to build a car, no wonder Jia Yueting can burn tens of billions in a few years, the question is, once the car is built, it is really hard to say whether it can be sold.
How many volumes of domestic new energy vehicles? "Volume King" BYD has hit the price of Qin series models to less than 80,000 yuan, and also played an advertisement of "electricity is less than oil", and soon Xiaomi cars will also come out, focusing on a cost-effective, Geely's following Krypton Lynk & Co, recently it has also been the same as opening a hanging, and there are a lot of cheap and resistant models, and the advertising is also overwhelming, SAIC's Zhiji, and a large number of new cars will soon join the battle. Other niche new energy brands are even more involved in life and death, and they can't withstand the accelerated reshuffle of the industry.
The automotive industry is the same as smartphones, the Matthew effect is serious, and in the end, I am afraid that the first few occupy the market, and small brands can't even drink soup. Many companies estimate that the ultimate fate will become the tears of the times like brands such as Motorola and HTC.
For a car company like Gaohe positioned in the high-end market, the difficulty of survival has been carved into the fateGaohe entered the field of new energy in 2017, really early, can be regarded as the first to eat crabs of this group of people, the layout is very early, but the positioning is problematic, the domestic market is fighting the first war, car consumers are looking for high cost performance, the fire of consumption downgrade has already burned,In addition, Gaohe has been doing it for so many years, but there is no model that can be used and shouted, and the final result is that many people don't know that this company actually makes cars.
In the case of insufficient domestic demand, but in the case of continuous volume, the war of new energy vehicles has begun, and in a few years, the car is really likely to be the same as the current smart phone, showing several major characteristics: First, the penetration rate of automobiles has increased significantly, and the consumer goods of automobiles. Second, the cost of buying and replacing a car is reduced. Consumers have shifted from focusing on performance to focusing on appearance and after-sales experience.
In the end, there will be 2-3 car companies to occupy the mid-to-high-end market, and a large number of companies will be merged and reorganized.
For our people, of course, car companies are getting better and better, which means better products, better **, the gun of the marathon in the automobile market has begun, among so many brands, which one are you most optimistic about?