BYD shouted that "electricity is lower than oil", Beijing Hyundai said that "oil is stronger than electricity", and Gaohe officially announced that it would "stop" ......for half a yearJust after the Spring Festival, the production and sales of 30 million units of the Chinese auto market war again, the knockout competition intensified, the atmosphere of "the beginning of the year" was quickly filled.
The China Automobile Association predicts that China's total automobile sales will reach 31 million this year, a year-on-year increase of 3. This means that the scale of China's auto market will reach a new high. At the same time, the battle between oil and electricity has once again entered a white-hot stage, and this round of adjustment by electric vehicle companies is intended to further increase the penetration rate of new energy vehicles in low-tier cities and conduct a new round of competition with fuel car companies.
The significant reduction of automobiles has made more consumers able to afford their favorite cars and improved their quality of life. However, consumers also need to be cautious, rational and carefully examine their own needs when buying a car.
Today, "Thinking Book" has prepared five books about automobiles for readers, hoping that readers and friends can understand the truth behind this war through these books, and have a deeper understanding of the automobile industry.
Auto Wars by John J Fialca.
Publisher: Machinery Industry Press.
The emergence of new energy vehicles, on the one hand, optimizes the energy structure and reduces our dependence on petroleum resources; On the other hand, electric motors have fewer moving parts, are more efficient and more reliable than conventional combustion engines. With the continuous development of technology, lithium-ion batteries gradually replace lead-acid batteries, and lithium batteries have a lower content of heavy metal elements, which greatly reduces environmental pollution. Coupled with the increasing proportion of renewable energy used in power generation, it is believed that in the future, the energy cycle with new energy vehicles as the terminal can truly achieve zero emissions.
In 1966, GM built the first hydrogen fuel cell vehicle, the Electrovan, which proved the feasibility of fuel cell technology in the automotive field. Since then, new energy vehicles have made a qualitative leap in the 21st century. Twenty years ago, GM developed the EV1 battery electric vehicle, which used a lot of lightweight materials, pushing the cost of a single vehicle to $250,000 at the time, but only 130 kilometers of range. With the promotion of various new energy vehicles of a series of brands such as Chevrolet Bolt, Tesla Model 3, and the just-launched NIO ES8, the competition of pure electric vehicles in the market will eventually intensify, and under the stimulation of competition, the performance of each product will be further improved.
The book's author, John J. Fialka, a journalist who has worked on Wall Street for 26 years, has always maintained a strong focus on environmental issues. In the process of writing this book, he interviewed a large number of people who have contributed to the emergence and popularization of new energy vehicles, including students, engineers, car enthusiasts, car giants, and regulators. This book vividly tells the dramatic story of people's rejection of electric vehicles and their second obsession.
From the title of the book, it is not difficult to see that the entire development process of electric vehicles is full of creation, competition, survival, washing and so on, so that it can be recognized and recognized by people all over the world today. This book adopts a similar expression to vividly describe the development history of electric vehicles for more than a century. The small story tells the big plot, the content is vivid and real, there is a protagonist with a background and a clear and exciting story line, which is very immersive to read.
Different from the single boring general technical books, this "Car War" does not have many words, and the surface meaning is relatively simple. You may only need to spend a few hours on the road for work, or you can flip through it as a pillow reading material at any time to get your reading task done. On the one hand, you have to lament the ups and downs of the story in the book; On the other hand, they will be satisfied with a more scientific understanding of the power technology of new energy vehicles. 
Structure and Principle of New Energy Vehicles
Author: Ripper.
Publisher: Chemical Industry Press.
This book combines the technical achievements of automobile companies such as BMW, Mercedes-Benz, Volkswagen, Audi and China's BYD, BAIC New Energy, SAIC Roewe and other brands in new energy vehicles, vividly interprets the various forms of new energy vehicles and the operating principle in the form of full-color **, and focuses on the structure and principle of the core technical components of electric vehicles with "battery, motor, electronic control" as an independent chapter.
The book is divided into ten modules, and introduces the basic knowledge of new energy vehicles, the basic structure and operation principles of hybrid and pure electric vehicles in the form of 31 projects.
Among them, modules 4 to 6 focus on the types, characteristics, structures and principles of the three core technical components of batteries, motors and electronic controls; Module 7 describes other high-voltage and electrified components, such as electric air conditioning compressors, electric auxiliary heaters, electric starters, electric power steering pumps, etc.; Module 8 describes the types of transmissions commonly used in hybrid vehicles and the structure and function of reducers commonly used in pure electric vehicles. Module 9 introduces the data buses used in hybrid and pure electric vehicles; The last module provides a brief introduction to the structure and principles of hydrogen vehicles.
The development of new energy vehicles is a national strategy. In 2012, the "Energy-saving and New Energy Vehicle Industry Development Plan (2012-2020)" was promulgated, which put forward the specific industrialization goals of the new energy vehicle industry: by 2020, the production capacity of pure electric vehicles and plug-in hybrid vehicles will reach 2 million, and the cumulative production and sales will exceed 5 million. With the support of national and local supporting policies, China's new energy vehicles have achieved rapid development of industrialization and scale.
China has been ranked as the world's largest producer and seller of new energy vehicles for three consecutive years. In 2017, the total global sales of new energy vehicles exceeded 1.42 million units, and the cumulative sales exceeded 3.4 million units. By the end of 2017, the cumulative sales of new energy vehicles in China reached 1.8 million, accounting for more than 50% of the global cumulative sales. Whether it is sales, growth rate or global market share, China is the world.
The "new four modernizations" of the automobile industry, namely electrification, networking, intelligence, and sharing, have become a recognized future trend in the automotive industry, and models that do not have the characteristics of the "four modernizations" are likely to be eliminated. As it is more suitable for evolving into advanced intelligent mobile terminals, new energy vehicles will usher in rapid development. Globally, it is expected that the sales of new energy vehicles will reach 6 million units in 2022; In 2030, the annual sales of new energy vehicles in the world are expected to reach 10.3 billion vehicles.
A book to understand new energy vehicles
Author: Cui Shengmin.
Publisher: Chemical Industry Press.
A book to understand new energy vehicles" has carefully collected and classified the relevant issues of new energy vehicles, including an overview of new energy vehicles, power batteries for electric vehicles, electric vehicle drive motor systems, pure electric vehicles, hybrid electric vehicles, fuel cell electric vehicles, electric vehicle charging technology, and various typical problems involved in the purchase and use of new energy vehicles.
Oil shortage, environmental pollution, climate warming is a common challenge faced by the global automotive industry, new energy vehicles have become the development trend of the world, some countries have announced the suspension of fuel vehicles schedule. China is a country with an oil shortage and a large oil consumer, and its dependence on foreign countries has increased year by year, approaching 70%. To this end, the state has repeatedly introduced policies to encourage the development of new energy vehicles, which has achieved good results, and the national sales of new energy vehicles exceeded 1 million in 2018, ranking first in the world.
With the rapid growth of new energy vehicle sales, new energy vehicle technology is also developing, the need to understand new energy vehicle knowledge and technology is also increasing, major automobile companies are carrying out new energy vehicle development, engaged in traditional car development of technical personnel and management personnel urgently need to understand new energy vehicle technology, want to buy new energy vehicles users want to understand new energy vehicle knowledge.
Category Innovation" Author: Zhang Yun.
Publisher: Machinery Industry Press.
What is Category Innovation? It is to study and discover the mental gap in the consumer's brain, and then launch a new product to seize it, which is category innovation.
How is the approach to category innovation different from traditional positioning? The classic positioning is to make it one of the best in the category that has already entered, through "positioning" and "focus", which is not impossible. But today's communication environment is becoming more and more difficult, more expensive, and more risky, and it is becoming more and more difficult to achieve. Category innovation is to find a new category, and the starting point is the first. Compared with traditional positioning, category innovation has evolved from "competing for the first" to "starting from the first", and from gradual "evolution" to "differentiation" at the beginning.
Tesla's business is category innovation. In the 90s of the 20th century, General Motors has launched electric vehicles in the modern sense, Tesla is not the first electric car company in the world, but it is the first product in this category.
Two years ago, I told Mr. Rees about the idea for category innovation, and he encouraged and urged me to write it into a book right away. During the Spring Festival of 2022, I wrote in retreat, and he wrote a recommendation at that time: "Category innovation is not a new development of positioning, but the ultimate positioning". The goal of positioning is to become the first, and the starting point of category innovation is the first.
The great era of category innovation is coming.
Finally, let's look forward to the future practice prospects of category innovation.
Even the smallest companies can do category innovation. Category innovation is characterized by easy implementation and high returns. Unlike technological innovation, only a small number of enterprises can do it, category innovation can be done as long as it has category thinking, concepts, category insight, and mastery of methods, regardless of the size of the enterprise, and the starting point is the king of the category.
The essence of the strategy is to continue to build the king of categories. How can an enterprise be built for a long time? Returning to the basics, the essence of corporate strategy is to continue to innovate and create the king of categories. Many businesses know that in order to continue to grow, they must have a first.
Second, the third growth curve, but "category innovation is not successful, the growth curve is empty", because there is no category innovation, or homogeneous products.
There are big opportunities in the big iteration of consumption and super technology. With the great iteration of consumption concepts and the explosive growth of technology, I think that in the next 100 years, mankind will usher in the Cambrian era of business innovation, which is also a new opportunity for us today. The big iteration of consumption is not a consumption upgrade or downgrade, the consumption upgrade and downgrade are just economic fluctuations, and the big iteration is a conceptual revolution. In the next 50 years, it is possible to give birth to the largest number of supertechnologies that mankind has ever had, giving every industry and industry the opportunity to give birth to new categories.
Category innovation can help entrepreneurs fight back. If entrepreneurs work hard in the existing track, they can only slowly climb through positioning and focus, but it is very difficult to compete with the original competitors. Through category innovation, entrepreneurs can quickly create a new category king, lead the enterprise to new growth, and then achieve counterattack by opening a new track.
Sail to Modernity
Author: Zhang Jun.
Publisher: Guangdong People's Publishing House.
With the private car as the carrier, ** the physical mobility, social mobility and status changes brought about by the private car.
From official to private, the changes in car owners and consumption areas reflect the achievements of China's economic development and infrastructure construction. For individuals, owning a private car not only means freedom of movement, but also a social leap and a status symbol. The cars that drive into the homes of ordinary people have a profound impact on the continuous integration, negotiation, adjustment and even reshaping of social classes.
Delve into China's car consumption line, analyze the development of China's private car industry and the growth of contemporary China's middle class.
The automobile industry is the pillar industry of China's national economic development, and since the reform and opening up, China's participation in the globalization of automobile manufacturing and consumption is also a process of promoting social individuals to participate in social governance. After ten years of fieldwork, respondents from various industries have gradually established a relatively stable social network and identity from "new people in society", and private cars, as a representative of "identity and wealth", have also witnessed the growth of a generation of middle class.
Does owning a private car make our lives easier, or is it more troublesome?
Many private car owners are looking forward to a life of "going wherever they want" before buying a car, but in fact, after becoming a private car owner, they have to face a series of difficulties such as being stuck in the road in the morning and evening rush hours, being able to afford a car but not being able to buy a parking space, and having nowhere to park when driving. This book digs deep into the space competition and compromise behind a series of contradictions in car use, and the development and distribution issues of China's society in the transition period.
An ethnography of private cars, documenting everyday rituals through the eyes of an anthropologist.
Why is it that when a family considers buying a private car, they tend to buy an SUV that can fit three generations rather than a car that is more realistic? Why does the convoy of brides have to make a big detour to greet the bride? What are the particulars of the choice of license plate number? Through careful observation, the author records the folk customs related to automobiles, and shows the practice and deepening of traditional concepts such as filial piety and good intentions in China today.
With the 4S store as the scene, it traces the fate and encounters of various characters in social changes.
How many undercurrents are surging in a 4S store? What's the difference between "upstairs" and "downstairs"? In the context of the transformation of the economic environment, what are the changes in the fate and opportunities of managers, auto mechanics and other figures? Anthropologists "lurk" in the 4S store, tracking for 10 years, restoring all kinds of characters under social changes.