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Hengda Auto stated that Evergrande Auto is not short of money, and the sale of Guanghui Group will not affect the subsequent market sales of Evergrande auto products.
According to his introduction, Hengda is currently preparing to build 36 Hengchi display and experience centers, 1,600 Hengchi sales centers, and 3,000 maintenance and after-sales service centers, covering the core business districts, automobile business districts, communities and communities of all major cities across the country. Around the city.
Obviously, the transfer of Guanghui Group will not affect Evergrande’s determination to transform the auto industry. Its sci-tech innovation board is still in full swing.
On the topic of transformation determination, an insider of Evergrande also told reporters: “Capital is the smartest. Capital believes that we build cars. Why don’t people believe it?”
However, even though Evergrande is sincere about building cars, it is not easy for Evergrande to stand out in the current unpredictable new car track.
As the auto analyst Ren Wanfu said, “Countless cases have proved that the auto industry can’t build cars with money. Evergrande’s lack of technology accumulation, insufficient brand influence, and late start has been able to It needs to be observed whether it is successful to build a car.”
The “weight” of Evergrande’s car manufacturing
The history of Evergrande’s car manufacturing can be traced back to June 25, 2018.
At that time, Evergrande acquired 100% of the shares of Hong Kong Shiying Company for HK$6.747 billion, thereby obtaining 45% of the shares of Smart King Company and becoming the largest shareholder of FF. Today, it has been 27 months.
Hengda has also evolved from an industry integrator that initially “buy, buy, and buy” to a vehicle manufacturer that develops and produces automobiles.
For Evergrande, despite manyHe said: “Hengda’s approach is more clever, first use a lot of funds to build the industry chain before financing, and you can get a higher price-earnings ratio.”
After building the industrial chain, Evergrande Automobile began to lay out to another level.
On August 3, Evergrande released 6 new cars in one breath, unprecedented in history. Including Hengchi 1, Hengchi 2, Hengchi 3, Hengchi 4, Hengchi 5, and Hengchi 6, covering all levels from A to D, as well as a full range of cars, SUVs, MPVs, crossovers and other models.
On August 7, a group of media reported that Evergrande Automobile’s Shanghai production base and Guangzhou production base entered the stage of equipment installation and commissioning. Xu Jiayin, Chairman of the Board of Directors of Evergrande Group, also inspected Evergrande’s Shanghai and Guangzhou production bases. Equipment debugging progress.
An insider of Evergrande Auto revealed that the Evergrande auto plant is expected to open to the media in November this year.
On August 27th, Liu Yongzhuohai, President of Evergrande Automobile, also gave a clear timetable for car-making. Evergrande Automobile’s factory will have the conditions for trial production in September and start trial production in the first half of 2021. Started mass production successively.
In addition, Liu Yongzhuo also revealed that Evergrande Auto is rapidly preparing 36 Hengchi display and experience centers, 1,600 Hengchi sales centers, and 3,000 maintenance and after-sales service centers.
As for the authenticity of Evergrande’s car manufacturing, the industry has become less and less questioned, but the real car manufacturing does not prevent Evergrande from making use of the investment in the automobile industry to enclose territory.
It is reported that the first phase of Evergrande Sunshine Peninsula, east of Evergrande’s Nansha plant, was almost sold out within half a month after its opening on August 8.
According to the statistics of the “Electric Vehicle Observer”, in 2019 alone, Evergrande’s automotive business sector took 7.36 million square meters of land, of which about 3.38 million square meters were residential or commercial land, accounting for the total land area. About half of it.
Hengda Automobile opened the way by investing in the new energy automobile industry and took a lot of residential and commercial land to develop the real estate business. This is a tacit fact in the industry. Although its car building is “sincere”, it does not hinder the Evergrande circle. Ground.
It’s easy to build a car, but it’s difficult to build a good one
For Evergrande’s automotive business, the two biggest doubts in the industry are whether it is building a car or whether it can be built. For the former, judging from various signs, there are not too many doubts; but for the latter, the industry still It is full of controversy. After all, there are too few cards that Evergrande Motor can take out..
It is undeniable that through a series of acquisitions and cooperation, Evergrande has completed the layout of core technologies such as vehicle manufacturing, chassis architecture, powertrain, in-wheel motors, and power batteries, which is enough to piece together a complete electric vehicle platform.
But can the technology gathered in the form of puzzles really be used?
Cui Dongshu, Secretary-General of the Passenger Association, said bluntly that Evergrande Motors has not yet formed its own core competitiveness, nor has it accumulated a strong automobile knowledge, nor has it mastered independent technology. Its model of forced combination through acquisitions in the form of puzzles is very It is easily broken.
Indeed, for automotive technology, the ability to continuously update and iterate is more critical than buying a platform.
SAIC Motor once acquired the British Rover Motors to form its own brand Roewe as an example. The former Roewe 750 and 550 have a strong Rover platform, while SAIC’s Roewe 950 is a direct purchase of GM, which is the same as Lacrosse. Epsilon platform.
But after a period of hot sales, due to the lack of continuous technology update iterations, sales quickly reached the bottom. Today, SAIC Roewe’s sales pillars are all based on its own research and development framework.
From the information that Evergrande has made public, it is clear that Evergrande’s automotive engineering team does not have the ability to fully understand the acquisition technology.
The most intuitive manifestation is that, up to now, Evergrande has disclosed that there are too few top auto talents that have joined; in addition, it is not difficult to see through the recruitment information of Evergrande that from design, R&D to CEO, the technical team of Evergrande The vacancy is still large.
Many people from traditional auto companies said that even if new car companies are offering several times their salary, they are reluctant to leave because they have no confidence in these new companies and do not know when they will be unemployed. It is not easy to return to the original company after a few years. Even if you can go back, your personal reputation will suffer a lot.
By acquiring technology, EvergrandeCars can release 6 mass-produced cars at the same time, but if they cannot build a mature, complete, and combat-effective technical team and understand the acquired technology, the launch of Hengda’s later models and the resolution of related technical problems will become Hengda’s car manufacturers. Fatal injuries.
In addition, for 2020, when “software-defined cars” has become the consensus of the industry, electrification has become a thing of the past, and smart technology is the core competitiveness of cars in the next stage. In the past year’s acquisitions, Evergrande Automobile rarely involved related fields.
In this regard, an insider of Evergrande said: “The second half of the game will be intelligent. Those investors who led our investment in the previous period have a very good foundation for intelligence. We will soon go to those places. The layout of electrification is almost the same. Up.”
Obviously, Evergrande Motors, which just completed a round of acquisitions last year, will launch a new offensive in the field of intelligent network connection.
It is worth mentioning that technology is only one aspect of vehicle companies, and branding and marketing are also indispensable to new car manufacturers.
In the 6 cars released by Evergrande, we have not yet seen a clear marketing concept and market entry angle. In the early planning, it was only a general expression to cover top-class, ultra-luxury, luxury, and premium models. A full range of products such as enjoyment, comfort, and classic.
Obviously, Evergrande Motors has not precisely defined its positioning for entering the market.
From acquisition to R&D, Evergrande Auto can achieve “quick, accurate and ruthless”, but how to shorten the molding cycle such as engineering team building and marketing network laying is a major challenge for Evergrande. The key to whether the car can stand firm.
As Ren Wanfu said, “Hengda Auto’s advantage lies in its relatively sufficient funds, but countless cases have proved that the auto industry cannot build cars with money. Evergrande lacks technological accumulation, insufficient brand influence, Given the late start and other issues, whether the car can be built successfully still needs to be observed.”