Changan Automobile makes a big move!Acquired 51 shares of Gaohe Automobile, and Gaohe Automobile was reborn
Recently, the news of Changan Automobile's imminent acquisition of Gaohe swept the Internet, once again triggering the first in the new energy circle.
From the 2020 announcement of a loss by the leading brand of new energy vehicles, to Musk's strong entry into the domestic market of Tesla Motors, and now even the old state-owned enterprise Changan Automobile wants a piece of the pie.
Where are China's new energy vehicles going?
Can the entry of Changan Automobile revitalize the new energy industry in Gaohe and the inland?
With the intensification of environmental pollution and the gradual scarcity of natural resources. The new energy industry will become a major development trend in the future.
Capitalists with a keen sense of business have already seen this opportunity and have joined the development of the new energy industry, including the former world's richest man Musk, who is currently the most successful entrepreneur in the new energy industry.
In 2022, Tesla, its new energy vehicle brand, ended perfectly with a revenue of 12.5 billion yuan, and Tesla's success shows the lack of new energy in China's auto industry.
With the frequent situation of Tesla cars in the Chinese market, as well as the cumbersome and complicated search for after-sales maintenance. The country's call for independent research and development and production of new energy vehicles is also increasing.
In fact, since 2014, some automakers have begun to adapt to the new energy field. For example, from a series of Chinese billionaires"Buyout"Li Bin, the owner of NIO, who financed the fundraising, is one of the representatives.
At the beginning of Azera's listing, the Chinese even said that it would be able to defeat Tesla's dominance in the Chinese market.
Recently. Just one year later, Azalea was experiencing consecutive operating losses due to mispositioning in the market.
While lamenting the heroic deeds of Du Juan, the audience also lamented the difficulties of China's new energy automobile industry.
What kind of market crisis was the root cause of Takato Motors' failure?
Who can nibble on such a hard bread?
Ding Lei, president of Human Horizons, also expressed his views on this issue
He previously served as CEO of Shanghai General Motors and Global President of LeEco Group.
Ding Lei, who has worked in the automotive industry for half his life, chose to create China's new energy vehicle brand - China Express very early. In Lei Jun's words,"It was the last adventure of my life"。
But"China Express"Ding Lei's life's work is like this"The mud can't hold up the wall"。
In just a few years, it was so heavily in debt that it even had to announce its closure in 2023.
As a listed company that has been favored by countless people, how did Human Horizons go from infinite scenery to a tragic ending?
All this has to start from 2017, this year under the leadership of Ding Lei, China Express was officially registered in Yancheng, Jiangxi.
A year later, owned"Fresh blood"Human Horizons was acquired by Qingdao State-owned Assets Supervision and Administration Commission and Sinosure, and officially became a large-scale listed company with a capital of 10 billion.
As the chairman, Ding Lei is also full of confidence in the future of Human Horizons. At the same time, Apple CEO Tim Cook is also developing new energy vehicles.
Ding Lei's DIY speed is never inferior to Cook's.
In just one quarter, Human Horizons has successfully launched five models, the most representative of which is the HiPhi.
And Ding Lei is no one else, it is an old man who has been in the automotive industry for many years, with years of accumulated contacts, Gao Xiaosong and this car are almost perfect in terms of cost performance and appearance.
Peak sales even reached a staggering record of 1 000 units per month, which, while not comparable to fuel-powered agricultural models, was good enough for commercial vehicles.
According to Gowers' internal sources, maintaining this record will keep the company's monthly turnover at around 6.8 million euros, which is enough to keep the company running for a year after excluding various costs.
But running is not synonymous with profitability. With Tesla as a strong competitor, High Hopper's product advantages were not fully exploited, and the company was quickly eliminated.
Even in the case of difficult capital turnover, Ding Lei has to go to the marketing department every week to report KPIs.
Takach, which was unable to secure financing until 2023, was forced to embark on the fate of being acquired.
According to ** reports, Ding Lei officially met with Zhu Huarong, chairman of Changan Automobile, in Chongqing this month, and the two sides are allegedly preparing the next step of the acquisition plan.
In this regard, First Financial Corporation said:"It's not helpful to say more, but it's still a long way from success. "
At the same time, foreign ** also got the news that Cook gave up the new energy vehicle plan, and all core members switched to artificial intelligence.
Now it seems that the new energy track is likely to remain Tesla's territory in the next few years.
These contenders are either veterans with strong self-care abilities like Apple or corporate newcomers like Koval. None of them were able to get a certificate in this area.
There are three main reasons for the failure of new energy vehicles: first, low market acceptance. Second, the cost is high. Third, the imperfection of the new energy field.
Tesla's success is based on the power of cutting-edge technology, and that's another thing we're missing.
It is hoped that in the future, Changan Automobile can rely on strong financial and technical support to truly put China's new energy vehicles on the road of benign development.
As the host of the field of new energy vehicles, why can't Guohao Auto replicate Tesla's success in China?
The reason is simple: there is clearly not enough visibility.
Tesla's boss is Musk, the former richest man in the world, who brings his own traffic, and there is no need to add a lot of marketing costs to his company.
Because its own success is enough to convince others that the cars it manufactures and produces are the best in the industry.
But the opposite is true for Takado Motors.
In the Chinese market, new energy vehicles are like a blind man touching an elephant, and many new energy vehicle buyers are also holding a wait-and-see attitude.
However, the marketing cost of Gaohe Automobile is the weakest link in the entire production and sales process, and many salespeople have already visited the store even before they first hear about Gaohe Automobile brand.
This can easily create various illusions such as third-rate vehicles and unguaranteed after-sales quality to salespeople, thus affecting the sales performance of the brand.
Someone once commented on Ding Lei, the boss of Guohao Automobile Company:"He's a good leader, but he's not a good entrepreneur"。
The meaning of this sentence:"He is excellent on paper, but not in practice"。
Why is that?Just look at the market positioning of Tesla and Gaohu.
Tesla, with its immature self-driving features, has played enough tricks in the Chinese market for most buyers to keep up to date with its latest developments.
Considering the weakness of electric vehicles, Tesla has put a lot of effort into the range of the car. From a consumer perspective, Tesla is grappling with the issues they care about.
On the contrary, the tall car is more like Ding Lei's dream.
Mr. Ding has a high artistic talent, and his achievements and artistic goals have prompted him to refine the appearance of Gao and his cars.
It takes about two to three times for an ordinary car to go from mold opening to mass production, while Gaohe Automobile has opened the mold more than 70 times in order to pursue the most beautiful.
As a direct result of this, the salesperson's impression of the high-profile car behind them is mostly only its attractive appearance and brilliant lighting effects.
Mr. Wei, a professional investor in 2022, bought a Goho Hiphi X for his wife with a landing price of about 600,000 yuan.
At that time, Mr. Wei was impressed by the lighting effect of the car, and his own children also liked it very much.
The price of a flashy look is a sharp increase in the cost of production, but this has nothing to do with the average salesperson.
As a new energy vehicle with a landing price of up to 600,000 yuan, its cost performance really cannot be compared with the low-end product lines of established manufacturers such as Mercedes-Benz and BMW.
Soon, in 2022, the capital chain of Gaohe Automobile Company became more and more tight.
At this point, the company's financing difficulties arose, and the refusal to pay by Saudi investors became the last straw.
Initially, Saudi Arabia was ready to invest 5.6 billion yuan to fund China Express in order to enter China's new energy market.
But as financiers, the Saudis have also put forward extremely harsh financing conditions.
First, Saudi investors will buy a 30% to 40% stake in Human Horizons.
The second point is that Human Horizons is obliged to build a factory in Saudi Arabia.
As the company's promoter and chairman, Ding Lei initially held 70% of Human Horizons, but later reduced his stake due to financing problems.
Therefore, the end result of their cooperation with the Saudis was unfortunate.
Without this life-and-death financing, Human Horizons' fate eventually disintegrated.
After all, Ding Lei and Musk's family backgrounds are far from comparable.
The reason why Changan Automobile's acquisition of Gaohe Automobile has attracted great attention from the outside world is that it marks the development of China's new energy vehicles in a broader field.
This is undoubtedly a turning point in the field of new energy vehicles.
Netizens also called the collaboration"A handshake between the past and the future"。
Changan Automobile has gone through decades of ups and downs with New China, and can be called a time-honored national brand with a good reputation.
But if you take a closer look at the background of Changan Automobile, you will see that it is a great business.
The predecessor of Chang'an Automobile Factory was the Shanghai Naval Artillery Bureau founded by Mr. Li Hongzhang, which has a history of hundreds of years.
As one of the four major areas of China's automobile manufacturing industry, Changan Automobile has won many awards, not only has its own R&D center and R&D team, but also left a strong mark in the development history of China.
It is even equipped with a professional laboratory base.
Any experienced grower knows that fertile soil is essential for seedlings and fruits.
Although the road of exploration of new energy is still on the way, I believe that the Chinese automakers who have experienced the ups and downs of various eras and various hardships will be able to overcome technical barriers and make Chinese automobiles powered by new energy succeed in the world.