"Smart Electric" Leads Domestic Cars to High-end

　　On August 27, Dongfeng Motor Group Co., Ltd. released the Mengshi brand and its exclusive "M" logo system.

At the same time, Mengshi brand two new electric concept cars M-Terrain and M-Terrain S also ushered in their debut.

This is another high-end brand created by Dongfeng Company after the Lantu brand.

　　According to the plan, the first model of the Mengshi brand will be put into production in 2023.

Zhu Yanfeng, chairman of Dongfeng Company, said that as the strategic support for the company's "Dongfeng Qi" plan and "Technology Transition" action, the Mengshi brand carries the mission and responsibility of a national brand.

　　Self-owned brands accelerate upward

　　"From May to now, the number of orders has exceeded 20,000, and more than 86% of the Avita 11 owners have chosen the long-life dual-motor luxury version starting from 369,900 yuan, and the ultra-luxury version starting from 409,900 yuan. Long-range dual-motor luxury version with high-end models; personalized selection rate exceeds 90%; the average price of a bicycle (including optional equipment) ordered by large users exceeds 400,000 yuan." said Tan Benhong, Chairman and CEO of Avita Technology , "On the basis of the price of orders, the distribution of this consumption data can support our goal of building a new high-end brand."

　　In order to accelerate the promotion of the brand, GAC Aeon will build Hyper high-end series products, mainly targeting the market of 250,000 yuan and 400,000 yuan or more.

In line with this, the new Hyper high-end series products will apply Aion's latest generation of leading technology, a new generation of high-performance electric drives and Protoss architecture.

"After five years of innovation-driven development, Aian has now become the leading brand of new energy vehicles with monthly sales of 20,000 units." Gu Huinan, general manager of GAC Aian, told reporters that Aian has now completed the "mixed ownership reform". Officially listed on the Guangzhou United Assets and Equity Exchange, it is planned to introduce no more than 70 strategic investors.

As a state-owned enterprise, Aion's goal is not only to become the first stock of new energy vehicles on the Science and Technology Innovation Board, but also to promote high-quality development and lead Chinese auto brands collectively upward.

　　Following the best-selling Lixiang ONE, Lixiang Auto's second product, Lixiang L9, rolled off the production line at the Changzhou factory. Li Xiang, chairman of Lixiang Auto, claimed to be "the best family flagship SUV within 5 million yuan"; At the G9 debut, Xia Heng, co-founder and president of Xpeng Motors, said: "Xpeng Motors is very confident in changing the market structure and rapidly popularizing pure electric models in the mid-to-high-end market." When the ES7 was released, Chairman Li Bin said it would be "the ceiling of a 500,000-class large and medium-sized SUV."

　　In addition to "Wei Xiaoli", Nezha Auto, which has been taking the mid-to-low-end route, also released the Nezha S Yaoshi version, priced at 338,800 yuan.

"With the launch of Nezha S, Nezha cars will be up-to-date. First, the products will be upward, all cars are high-quality smart cars, and the product pricing is now set at a maximum of more than 300,000 yuan; second, the brand will be upward, changing the outside world. The inherent impression of Nezha Auto." said Zhang Yong, CEO of Nezha Auto.

　　In the first seven months of this year, the market share of self-owned brand new energy passenger vehicles reached 83.6%, a record high, which increased the overall market share of self-owned brand vehicles to 47.6%.

In this context, traditional independent brands including Dongfeng, Changan, SAIC, BAIC, Geely, and Great Wall, relying on their respective technological and resource advantages, have accelerated their efforts in the high-end new energy market, and launched products including Lantu and Mengshi, Avi New high-end new energy vehicle brands including Ta, Zhiji, Jihu, Jikr and Sharon.

　　An Tiecheng, Secretary of the Party Committee and Chairman of China Automotive Technology and Research Center Co., Ltd., said that through continuous efforts and innovative development, my country's auto industry has entered a historical turning point with preliminary global competitiveness.

On the smart new energy vehicle track, Chinese auto companies have formed first-mover advantages in technological innovation, product iteration, business model, and industrial ecology, exerting industrial synergies, and forming the potential for sustainable and upward brand development.

　　Opportunity once in a lifetime

　　The high-end self-owned brand is the long-standing dream of all Chinese automakers.

However, in the era of fuel vehicles, it is not easy for self-owned brands to become high-end. Except for the breakthrough of Lynk & Co. under Geely, most self-owned brands can only compete for "cakes" in the market below 150,000 yuan.

Facing the wave of industrial change, in recent years, Chinese brands represented by new car-making forces have quickly seized the new opportunities of electrification and intelligence, and launched a collective offensive towards high-end. It has reached a height that cannot be achieved by independent brands in the era of fuel vehicles.

　　"On the new track of smart electric vehicles, we have the opportunity to seize the user market first." Tan Benhong divided the development of self-owned brand cars into three stages: the first was the period when sedans quickly entered the family, when joint venture brands did not Willing to explore the market below 100,000 yuan, Chery, Geely, Changan and other independent brands have achieved scale; the second time is the outbreak of the SUV market, the monthly sales of Great Wall, Changan, and Geely have repeatedly hit new highs, but the SUVs of joint venture brands have not run. Passed Chinese brands; the third time was electrification and intelligence, and new breakthroughs were continuously achieved in the upward price of products.

　　Driven by the wave of electrification and intelligence, the automotive product pattern and brand hierarchy formed in the current era of traditional fuel vehicles are being broken.

"As the consumption of automobiles in big cities has entered the stage of increase and replacement, the consumption demand and consumption capacity of urban users have been upgraded, which has led to the gradual expansion of the mid-to-high-end automobile market. my country's high-end smart electric vehicles have ushered in unprecedented new development opportunities." Chen Qingtai, chairman of the China Electric Vehicle Association of 100, said that the recognition of NIO, Ideal, Xiaopeng and other new car manufacturers in the capital market and consumer market just proves this.

　　From a market perspective, the high-end new energy vehicle track is actually expanding.

Liu Zhanshu, deputy general manager of Lantu Automobile Sales and Service Co., Ltd., said that the market will not be narrowed due to the emergence of more products.

Taking MPV as an example, traditional fuel MPV is a declining market, but six-seat medium and large MPVs and SUVs, especially luxury models, are on the rise.

At the same time, the trend of the global auto industry is shifting from fuel vehicles to electrification, and the current penetration rate of electric vehicles is about 20%.

This means that more than 70% of people are still driving fuel vehicles, and the new energy vehicle market has great potential.

　　In addition, due to the conservativeness of traditional high-end giants in electrification transformation, it has also made room for Chinese brands to move up.

Why are the sales of pure electric models launched by traditional high-end brands such as Porsche, Audi, and Cadillac unsatisfactory?

Li Jinyong, president of the New Energy Vehicle Branch of the Automobile Dealers Chamber of Commerce of the All-China Federation of Industry and Commerce, analyzed that, as a vested interest in the traditional fuel vehicle market, fuel vehicle products with high technical thresholds can bring them rich returns, "Even only by selling auto parts is not enough. Enough to eat for a few years", so they verbally shouted "speed up the electrification transformation", but they are still stuck in the "fuel car era".

　　Core technology is the key

　　Brands are inseparable from products and technologies, especially the "hard-core technologies" that are ahead of their rivals.

Without the blessing of core technology, it is difficult to have high-value products.

Gu Huinan, general manager of GAC Aian, said that for this reason, the company invested heavily in the research and development of Aian magazine batteries, Protoss architecture, and ADiGO intelligent driving interconnected ecosystem.

These R&D achievements in the field of three electric technology and intelligent technology are the foundation for supporting the upward trend of products and brands.

In the future, GAC Aeon will continue to build "product + ecology" through technological innovation, not only to firmly grasp the core technology in its own hands, but also to master the core links of the industrial chain and occupy a high-end position in the value chain.

　　"Behind the Avita 11's ability to achieve a premium, it is actually the comprehensive strength of design, battery, autonomous driving, performance, etc., as well as the improvement of brand operation capabilities." Tan Benhong said, as a new CHN cooperation model of Changan Automobile, Huawei and CATL , Changan Automobile will empower in manufacturing, quality control, and engineering systems; Huawei will empower Avita in the field of smart car solutions, including smart driving, smart cockpit, smart networking, smart car cloud, etc.; CATL will Empower Avita in the fields of three-electrical system, energy management, charging network and other fields.

By joining forces to create leading SEV (smart electric vehicle) products, enhance the brand power of Avita.

　　Judging from the history of the development of the automobile industry, every important breakthrough in automobile technology and products is the result of close cooperation between vehicle and parts companies.

Generally speaking, OEMs are good at technology integration, and core technologies and key components are often produced by component companies, such as gasoline injection, superchargers, and anti-lock brakes.

However, after turning to electrification and intelligence, the automotive supply chain is facing restructuring. The core components are no longer the engines and gearboxes of the past, but batteries, motors and electronic controls. Chinese component companies have gained the opportunity to rise.

　　In other words, the rise of these parts companies in the industrial chain has also provided a strong impetus for Chinese brands to move up.

"At present, the CTP2.0 high-efficiency group technology battery pack carried by Avita 11 is the latest and strongest generation of battery products that have been mass-produced in the Ningde era. The stability is higher." Tan Benhong said.

　　Zeng Yuqun, chairman and founder of CATL, told reporters: " CATL has always adhered to joint efforts and is committed to helping car companies build global high-end car brands with leading power battery technology and solutions, and accelerate global electrification transformation."

　　While lengthening the long board, An Tiecheng suggested that in the future, self-owned brand enterprises should continue to make efforts on the technical short board, master the core technology in their own hands, especially increase the high computing power chips, automotive software, and key materials. With the efforts of technological innovation in other fields, gradually build its own brand moat, and take the new energy automobile industry as the traction to cultivate a world-competitive vehicle and key parts enterprise group.

　　Reporter: Yang Zhongyang