Geelys new energy dilemma: the system is too large to concentrate resources

category:Finance
 Geelys new energy dilemma: the system is too large to concentrate resources


However, Geelys wholesale sales volume of new energy vehicles in April was only 1543, down 79.9% compared with the same period last year; the cumulative sales volume in the previous April was 3831, down 86.1% compared with the same period last year. At present, Geely only has three pure electric vehicles on sale: geometry a, emgrand EV and emgrand ges. The total sales volume of the three vehicles in the first four months of this year was only 2871, down nearly 90% from the same period last year. In the first four months of this year, Geely has been overtaken by a group of new car making forces such as Weilai, Xiaopeng, Weima and idealism.

In 2015, Geely released blue Geely action in a high-profile manner, taking the lead in announcing the transformation to electrification among its own brands. In Geelys new energy strategy, it takes into account three technical routes of hybrid, plug-in hybrid and pure electric vehicles, and develops hydrogen fuel cell vehicles and methanol vehicles at the same time. At that time, Geelys goal was to sell more than 90% of Geelys total new energy vehicles by 2020, of which 65% were plug-in hybrid vehicles and oil electric hybrid vehicles, and 35% were pure electric vehicles.

But the reality is that even though Geely has already laid out new energy business in the early days, it has not yet become the mainstream of the market. In 2020, Tesla will speed up its efforts to seize the city and land after making its own products, and the new force of head car building will develop. The competition in the domestic new energy vehicle market will become increasingly fierce, leaving Geely with a rather urgent market space and time.

The dilemma of breaking the situation

The two new brands are still in the growth stage, and both products, brands and long-term strategies are just starting. However, the rapid domestic production of Teslas Shanghai plant and the emergence of new forces in vehicle building one by one, the time window of Chinas new energy vehicle market is slowly closing.

Not long ago, both Polaris and geometry experienced personnel turnover. In March, Gao Hong succeeded Wu Zhenhao as the president of Jixing in China, preparing for the delivery year of Jixing products. In April, Liu Zhifeng replaced Zheng Xiang as the new marketing general manager of geometry automobile.

With the open and open source technology, geometry car is committed to building an interesting Internet pure electric brand. Feng Qingfeng, vice president of Geely Automobile Group, said at the cloud conference.

Internet is speeding up the integration with automobile and changing the use form of automobile, which is the gene that Internet people have been emphasizing in cross-border car building in recent years. However, some insiders pointed out that although Geely Automobile has been in-depth intelligent layout and relatively flexible marketing methods, it has always been unable to get rid of the inherent impression of consumers on traditional automobile enterprises.

However, while several brands havent improved significantly, in April this year, Geely released a new new energy brand, maple leaf automobile.

Although maple leaf automobile is a new sub brand, it is actually quite related to Geely. The parent company of Fengye automobile is Fengsheng automobile technology group, formerly known as Kangdi Electric Vehicle Group Co., Ltd. its shareholders include Geely Technology Group Co., Ltd. and Zhejiang Kangdi Automobile Industry Co., Ltd. The whole vehicle qualification of conti electric vehicle comes from Shanghai Huapu automobile under Geely Automobile.

Maple Leaf aims at the middle and low-end market. The brands first model, the small electric SUV maple leaf 30x, has officially appeared and started pre-sale. After subsidy, the pre-sale price range is 68800-79800 yuan.

Advantages and disadvantages of radical expansion

From the perspective of brand tonality, Geelys positioning for high-end market and geometry tends to the middle and high-end. In the low-end market, Geely has several electric vehicles that oil to electricity, while maple leafs positioning is more low-end. Geelys brand matrix from luxury to entry-level in the pure electric market has taken shape.

Geely once again launched a multi brand strategy in the field of electric vehicles.

At present, the organizational structure of Geely Holding Group is relatively complex. It has five business branches, namely Geely Automobile Group, Volvo car group, Geely technology group, Geely new energy commercial vehicle group and Mingtai group. If the maple leaf car is added, there are 10 vehicle brands in total. Among them, 5 new energy brands belong to 4 different groups.

The huge system is one of the reasons for the slow development of Geely new energy vehicles in recent years. At present, Geely still puts more investment in LinkedIn. After all, the energy is limited, there is no way to put more resources on other new brands or new technologies in a balanced way. Those familiar with Geely told reporters. It is worth noting that Geelys new models are slow to launch in pure electricity. Geely new energy launched the emgrand EV model in 2015, which was silent for two years. In 2018, the emgrand GSE was launched, and both models were oil to power. Geometric Ge platform, in fact, is not a brand new pure electric platform built from scratch. Geometric C, which was born in Geely ge2.0 pure electric exclusive platform, will go on sale this year. After the flat response of geometry a market, this new car will be an important model to re test the market degree of geometry car, and it will also be a new start for Geely to enter the pure electric market. Source: responsible editor of 21st century economic report: Wang Xiaowu NF

The huge system is one of the reasons for the slow development of Geely new energy vehicles in recent years. At present, Geely still puts more investment in LinkedIn. After all, the energy is limited, there is no way to put more resources on other new brands or new technologies in a balanced way. Those familiar with Geely told reporters.

It is worth noting that Geelys new models are slow to launch in pure electricity. Geely new energy launched the emgrand EV model in 2015, which was silent for two years. In 2018, the emgrand GSE was launched, and both models were oil to power. Geometric Ge platform, in fact, is not a brand new pure electric platform built from scratch.