Production | Automobile Grand View
"Are you anxious about the current wave of price reduction?"
The automobile market in 2023 is experiencing turbulence and chaos. 1 month, electric vehicles started a price war and spread rapidly on fuel vehicles in March. Butterflies flapped their wings and the passenger car market was swept by the strong wind.
On March 10, the "Great Wall Motor Intelligent New Energy Dry Goods Conference" was opened, and Mu Feng, President of Great Wall Motor, asked questions.
Anxiety and nervousness must be the same emotions of all car companies and brands at present. The automobile market has become a bloody price battlefield, and no one can be immune to it. Even if the army is strong in Ma Zhuang, we can't rest easy in the ever-changing situation.
In the fierce battle, under the panic of "following the price reduction is death, or not following the price reduction is death", more and more car companies and brands are psychologically unbalanced and join the melee under the banner of price reduction.
What will happen to Great Wall Motor?
"Grasping the trend is more important than chasing the trend! The biggest challenge faced by management enterprises is how to make a correct judgment between certainty and uncertainty. Only by grasping the long-term trend and persisting in long-term doctrine can we win the future, "Feng Mu replied.
This is also the determination of the top management of Great Wall Motor once again, not to be confused or confused, to persist in permanence and to maintain strategic strength. Li Ruifeng, CGO of Great Wall Motor, has emphasized this point many times before.
Wang Yangming said: "The decision to win or lose is not to wait for the arrival of divination, but to be moved by it." It can be seen that only by staying calm and sober, taking your time, making a decision before acting can we further lay the foundation for winning the game.
Great Wall Motor has obviously figured out how to do it. This long-planned "Great Wall Motor Intelligent New Energy Dry Goods Conference" made people clearly see its strategic layout of new energy and intelligence, as well as its speculation and bright sword in the face of the current price melee.
Why is the meeting held?
Before the Great Wall Motor Intelligent New Energy Dry Goods Conference was held, the media had predicted that this was a heavy conference that attracted much attention.
For nothing else, in 2022 and in the past 1 and February 2023, the sales of Great Wall Motor were regarded as the loss of the city and the lag of new energy in the eyes of sales theorists. The voice of doubt and the theory of singing decline are one after another.
In fact, it is biased and short-sighted to draw a conclusion based on temporary sales. In addition, in the past year, the domestic automobile market has experienced unprecedented complex challenges. Although various favorable policies stimulated the increase of sales in the second half of the year, it ended up with 65438+February 2 169000 vehicles. However, the consequences of "encouraging seedlings" will soon be reflected this year, as evidenced by the current crazy price war.
Great Wall Motor didn't get quick success. Between market share and operating profit, Great Wall Motor follows the principle of building cars in good faith and operating steadily.
Feng Mu said: "In 2022, the blue ocean of new energy vehicles will rapidly turn into the red sea, and in July 2023 1 the national 6b emission regulations will be fully implemented. At present, there are many people who predict the current price war, but not many people can maintain strategic strength. "
"Great Wall Motor will fully launch the transformation of intelligent new energy in 2023. In addition to its own technical preparation and product preparation, another core point is inventory. Therefore, in 2022, Great Wall Motor did not pursue too much sales data, but was preparing for 2023 and adjusting the overall inventory structure to make the entire inventory structure suitable for Great Wall Motor's market initiatives and business initiatives in 2023. "
In 2022, the revenue of Great Wall Motor was 65.438+036.405 billion yuan, a year-on-year increase of 32.04%; The net profit exceeded 6.7 billion yuan, a year-on-year increase of 25.43%. Cash flow from operating activities16881400 million yuan, up 45.04% year-on-year; The net cash flow from operating activities increased by 581.61%year-on-year; The ending balance of cash equivalents increased 105.33% year-on-year.
Good profits and cash flow will support Great Wall Motor to invest tens of billions of yuan in R&D projects in 2022, specifically projects around new energy and intelligent transformation.
This is a squat before takeoff. Li Ruifeng once said that 2023 will be the year when Great Wall Motor takes off in a squat. With the coming of 2023, it is time for Great Wall Motor to quickly play a set of combination boxing, which will defeat the theory of singing failure one by one, and let the outside world see a Great Wall Motor that is determined to win and has the strength to realize the successful transformation of intelligent new energy.
If Haval's second-generation big dog, which went on the market on February 27th, pressed the acceleration key of Great Wall Motor's intelligent new energy transformation in 2023, then the "Great Wall Motor Intelligent New Energy Dry Goods Conference" on March 10 was a comprehensive display of the ecological advantages (forest ecology) and core technical advantages (brand-new Hi4 intelligent four-wheel drive electric hybrid technology) of Great Wall Motor's intelligent new energy industry chain, as well as for the new energy automobile industry (65438.
Outbreak of forest ecological achievements
In the understanding of Great Wall Motor, in the face of the current challenges of new energy transformation and market price melee, in order not to be troubled by the anxiety of "cutting prices and hurting sales", it is necessary to find the correct development path of the enterprise and master the advantages of leading technology and industrial chain.
20 15, great wall motor began to lay out in the fields of new energy and intelligence. According to the vision and planning, the goal of Great Wall Motor is to build an all-round open, sustainable and inter-species coordinated intelligent new energy industrial chain ecosystem, just like a forest.
Today, Great Wall Motor has not only successfully built its own forest ecology, but also completed the flat, networked and decentralized whole industrial chain layout of energy and intelligence, built an industry-leading energy system of "photovoltaic+distributed energy storage+centralized energy storage" and completed the whole value chain layout of "solar energy-battery-hydrogen energy-vehicle electricity".
In the field of photovoltaic, Great Wall Motor is promoting the industrialization of perovskite solar photovoltaic technology, and the large-area perovskite photovoltaic module independently developed maintains the highest record in the world, providing the most important technical guarantee for the green transformation of power and promoting the realization of the double carbon goal. In the field of distributed energy storage, Great Wall Motor has made a comprehensive layout in core areas such as mineral resources, battery materials, energy storage systems and battery recycling around the upstream and downstream of the industrial chain. In the field of centralized energy storage, Great Wall Motor is one of the earliest vehicle companies in China to set foot in the field of hydrogen energy, realizing the coverage of all fields and scenes and empowering the whole industrial chain.
In the field of vehicle power, Great Wall Motor's hybrid power, pure electricity and hydrogen energy are in parallel, accelerating to seize the commanding heights of new energy technologies. Among them, around the power battery technology, Honeycomb Energy has laid out multi-chemical power batteries such as lithium ferrous phosphate, lithium manganese phosphate, cobalt-free, ternary sodium ion and solid state, and planned three solutions of economy, long battery life and high performance.
In terms of intelligence, the smart chassis of Great Wall Motor integrates core technologies such as steering by wire, braking by wire, CTC and integrated die-casting aluminum body. The intelligent cockpit technology has the full-stack software and hardware self-research capability, and the V4 cockpit platform with higher computing power is ready to go. Intelligent driving technology has global self-research capability from sensing hardware to computing platform, and has the first data intelligent system "Snow Lake" in China and the largest intelligent computing center in China autonomous driving industry. Oasis ".
At present, the assisted driving mileage of Great Wall Motor users has exceeded 36 million kilometers, and the learning time of the automatic driving data intelligent system has exceeded 500,000 hours. The virtual driving experience is equivalent to 62,000 years of human driving, which promotes the rapid iteration of smart driving products and moves towards the whole scene.
Eight years of planning and layout, an outbreak of results. It is based on forest ecology that Great Wall Motor entered a new stage of accelerating industrialization of new technologies and projects in 2023, and the global advantages of new energy and intelligence became more obvious.
Therefore, Great Wall Motor officially issued a new energy declaration: "Great Wall Intelligent New Energy is more economical, farther and safer".
At the "Great Wall Motor Intelligent New Energy Dry Goods Conference", Feng Mu described the forest ecology of Great Wall Motor as follows: "Take the whole vehicle as the core, comprehensively lay out new energy, intelligence and other related technology industries, and realize multi-species interaction and continuous evolution."
Relying on forest ecology, Great Wall Motor will intensively launch more than 65,438+00 new energy products in 2023, covering the main family models and family mobility vehicles. Among them, the main family models have at least 7 hybrid products listed; At least four pure electric products are listed as family scooters.
In 2023, the transformation of intelligent new energy will also be carried out in an all-round way around the three main waterways: the main category waterway, the main price waterway and the main level waterway.
It is better to be happy alone than with others. Great Wall Motor does not intend to enjoy the forest ecology alone. "This is a completely open platform, and existing technologies and products will be open to all industries and industries. It will also introduce external resources and internal resources to compete and realize the organic evolution and promotion of ecology, "Feng Mu said.
Hi4 popularizes electric four-wheel drive nationwide.
In addition to forest ecology, Hi4, a new intelligent four-wheel drive electric hybrid technology based on forest ecology and developed around users' daily travel scenarios, was released.
The new intelligent four-wheel drive electric hybrid technology Hi4, H(Hybrid) stands for hybrid power, i(intelligent) stands for intelligence, and 4 stands for (4WD) four-wheel drive system.
This is the world's first intelligent four-wheel drive electric hybrid technology of Great Wall Motor. In Feng Mu's words, the new Hi4 with innovative front and rear axle hybrid electric four-wheel drive is a "ceiling" hybrid technology, and it is also a technological innovation that is closest to the needs of users.
"Four-wheel drive experience, two-wheel drive price, four-wheel drive performance and two-wheel drive energy consumption" are the biggest features of the new Hi4. Compared with the price war, Great Wall Motor is more willing to make the car return to the essence and the market return to rationality through technological innovation.
Using "four-wheel drive is equivalent to two-wheel drive" to achieve "the best efficiency in all working conditions and worry-free driving in all scenes", so that all users can enjoy the benefits of "scientific equality". How are these visions and goals planned from the user's perspective realized by Great Wall Motor's brand-new Hi4?
According to the data, the new Hi4 includes two powertrains, and the system power is as high as 340kW, covering A-C models.
The new Hi4 has achieved three major innovations, namely "new configuration" of three power sources and two-axis hybrid power, "new breakthrough" of iTVC intelligent torque vector control system and "new height" of electromechanical coupling transmission system.
The core components of the new Hi4 technology module are all industry-leading. For example, 1.5L/ 1.5T two hybrid special-purpose engines have achieved the highest engineering thermal efficiency of 4 1.5% with the best technical configuration in the industry at present, and the fuel consumption can be reduced by 6%-7%.
Another example is the brand-new Hi4 precursor module assembly, the transmission efficiency can be as high as 98%, and at the same time, the shift can be realized without frustration and the working mode can be switched intelligently. The motor power of the rear drive module assembly reaches 150kW, and the motor efficiency reaches 96.5%. Low internal resistance power battery with fast charging function can meet the pure battery life above 100km.
Through the dynamic decoupling and efficient dynamic adjustment of the front and rear axle dual motors, the new Hi4 expands the application scenarios of the traditional dual-motor series-parallel configuration, which can improve the power, economy and road adaptability in the full-speed domain. At the same time, the new Hi4 has a perfect 50:50 axle load distribution, which makes the upper limit of vehicle performance higher.
At the same time, the new Hi4 can accurately identify real-time road conditions through iTVC intelligent torque vector control system, and intelligently and dynamically switch three engines and nine modes to ensure that users can flexibly match to a more suitable working mode in any travel scene.
"The brand-new Hi4 has a unique technology platform, which is very different from DHT." Feng Mu commented on the comparison between the brand-new Hi4 and the DHT technology previously introduced by Great Wall Motor.
And such a powerful brand-new Hi4 is the best interpretation of the brand-new Hi4 of "Great Wall Intelligent New Energy, More Saving, Farther and Safer". Feng Mu revealed that he will take the lead in taking the brand-new Haval new energy vehicle listed in April this year.
In 2024, all PHEV products of Great Wall Motor will use the brand-new Hi4. In the future, the comprehensive technology will be open source, and the era of all-people electric four-wheel drive will be opened.
At the same time, DHT technology will not be discarded, and there will be a suitable market to undertake.
100000 reward plan
As a technical dry goods sharing meeting, no one expected that the last link was Fu Xiaokang, vice president of Great Wall Motor, who lashed out at the chaos of the "network water army".
"As long as it is connected with new energy sources, you can always see the traces of the water army. Some enterprises incite emotions everywhere, use large-scale network water forces, create rumors through a large number of online accounts, and drain public opinion. Once an online account publishes information that is unfavorable to them, the water army can always arrive at the first time. But if there is something wrong with itself, it will hire the water army to cover up the scandal about itself and distort the facts. Even the spontaneous combustion of the battery can be tampered with as the owner's own fire. "
Facing and exposing the chaos of the network water army in this way, it can be seen that Great Wall Motor has suffered a lot.
In fact, Great Wall Motor is not the only car company that has been in trouble for a long time. Previously, a number of car companies said that they had been maliciously smeared and cyber-violence by the black public relations and the water army. These water forces launched indiscriminate and bottomless attacks on competing products in a coordinated and industrialized way, which eventually led to the phenomenon that bad money drove out good money.
Fu Xiaokang pointed out that in the current environment of new energy vehicles, the network water army has seriously endangered the normal development of the industry. At present, it should be the stage for car companies to warm up, but the existence of the network water army has turned the competitive ecology of the automobile industry with technology and products as the core into a war of words. In the end, when car companies do marketing planning activities, the first thing that comes to mind is not what can be remembered by users, but how to avoid being besieged by the water army.
In this regard, Fu Xiaokang advocates the joint efforts of colleagues in the industry to purify the network communication environment and let the competition return to rationality. He also said that Great Wall Motor has launched the "654.38+100,000-yuan Reward Plan" to fully open the network reporting channels and crack down on the network water army with practical actions.
"At the moment of great development, great change and great adjustment, it is impossible for any enterprise to enjoy the dividend of the times exclusively," Fu Xiaokang said.
Yes, there has never been a monopoly in all walks of life, ancient and modern, Chinese and foreign. Sharing * * * and win-win is the law of development and progress of things.
In Qiao Family Courtyard, George Guang disobeyed the instructions of his ancestors and became the master of sorghum. As a result, it was difficult to ride a tiger and eventually died.
There are many similar examples. The essence of commercial warfare is a cognitive struggle. At present, no matter whether it is the price scuffle in the automobile industry or the smearing of the water army, any kind of short-sighted behavior can't escape the immediate victory and lose the long term.
Any long-term victory will shine with the brilliance of strategy and speculation.
This article comes from the author's automobile view, and the copyright belongs to the author. Please contact the author in any form. The content only represents the author's point of view and has nothing to do with the car reform.