There are about 20 million vehicles sold a year, and how much share the new forces can grab together is a more critical goal.
Q: Putting aside the TOP 3 judgment of new cars, how many do you think the new cars can survive?
A: I think it’s amazing to have two or three left. Certainly not too much, this is normal.
Everyone likes to ask this question. In fact, when China joined the WTO, a lot of self-owned brand car companies also appeared. Later, few companies were able to live well. Among the traditional car companies, Geely, Great Wall, and BYD may be the top three. Chery also counts in, and most of the rest have not survived. This is normal. First, there will be no winner-take-all, but there will not be too many.
Q: What are the conditions for a new car company to survive?
A: The most important thing is the product. New energy vehicles are high-priced, low-frequency products. The user’s purchase decision process is relatively long, but when they finally get the product and enjoy the service, they still have to rely on the product to form user stickiness or reputation. It is not like lighter Internet applications or simple smart hardware. The user’s decision to buy these products is fast. If the product is not good, it can be supplemented by the service.
Weima’s philosophy is that product safety is the most important, and the second is stable quality. Look at the rationality of experience and cost on the basis of safety, reliability and stable quality. If a product does a good job in these four areas, the cycle of word-of-mouth communication may be longer than the general product, but the user cohesion will be stronger.
We have very accurate data. Weimar owners basically don’t want to drive gasoline cars after driving for more than half a year. Within half a year of using Weimar EX5 and EX6 Plus, they will experience the advantages of intelligent products in handling, safety, intelligent cockpit, assisted automatic driving, etc., which is not possible with traditional fuel vehicles.
Because of the long cycle time, the importance of products is even greater. I think in the end no matter how many of them can stand up, they must be outstanding in the product and at the same time be able to gain a foothold in the mainstream market.
In the automotive industry, companies that make products in the mainstream market must grow bigger and develop faster and more stable. If you target a non-mainstream, niche market, I think it is difficult to go down.
Tesla first makes high-end and then slowly goes down, and some also make low-end electric vehicles and then develop into the mainstream market. We want to become mainstream all at once. In the automobile industry, we are a family that did this earlier.