"In the future 10 to 15, Baoneng Group will strive to become a world-class heavyweight automobile enterprise group integrating automobile manufacturers, mobile travel and integrated service providers." Xixian New Area Qin and Han New Town, Yao Zhenhua, the chairman of Baoneng Group, standing in the center of the stage, made a generous speech.
On the same day, Yao Zhenhua was one step closer to his dream of building a car. The first self-built production base of Baoneng Automobile was put into production in Xi 'an, and the first model of its new energy xEV platform was also rolled off the assembly line on the same day.
Talking about Yao Zhenhua's dream of building a car, his closest "comrade-in-arms" Otani Mingjun said, "Since I joined Baoneng for some time, to my surprise, Chairman Yao Zhenhua has been studying the knowledge of the automobile industry very seriously, and occasionally he will talk about some industry trends that I don't know. He really wants to build a car and is very determined. "
Otani Mingjun, the core figure of Baoneng Automobile, joined Baoneng nine months ago as the executive vice president of Baoneng Automobile Group, in charge of R&D, sales and brand building. Before joining Baoneng, Otani held an important position in Nissan Motor Company, and was also the head of the leaf project of Nissan electric vehicle, which sold well all over the world. He has worked in the automobile industry for more than 40 years.
To achieve the goal of "heavyweight automobile enterprise group" set by Yao Zhenhua, it is not enough to rely solely on a Qoros brand. It is understood that Baoneng Automobile will launch a brand-new high-end automobile brand next year, which is positioned higher than Qoros Automobile and focuses on new energy vehicles. The new brand will be based on Mercedes-Benz, BMW and Tesla. In the future, Baoneng Automobile will form a "dual-brand" strategic layout of the brand-new high-end brand of Qoros Jiabaoneng Automobile.
According to him, Baoneng Automobile Group will strive to enhance brand power and speed up product launch. After the brand and R&D layout are perfect, five or six cars will be launched every year on average, including brand-new models and modified models, and will quickly cover major market segments. The launch speed of such a new car has formed a huge contrast with the launch speed of the previous Qoros new car.
However, what kind of confidence do the "latecomers" in the automobile industry have in Mercedes-Benz, BMW and Tesla? Electrification will be the focus of Baoneng Automobile.
Previously, the xEV platform independently developed by Baoneng was unveiled at the Beijing Auto Show in September. The first model of the platform is equipped with REV (Extended Range Electric Vehicle) technology independently developed by Baoneng, and it is expected to be officially launched next year.
The safety of electric vehicles has become the "Dharma Excalibur" hanging over the automobile industry, and what makes Otani Mingjun most proud is that "at present, the global sales volume of Leaf is estimated to be more than 500,000, but none of them spontaneously ignite, none of them."
Can Guanzhi be reborn?
The strategic effect of "dual brands" in parallel is unknown at present. Before the launch of the brand-new brand, the biggest problem of Baoneng at present is Qoros, and the "rebirth" of Qoros is very important for the next step of Baoneng Automobile.
At the beginning of the 20 18 cooperation, thanks to Baoneng's financial blessing and the operation of the brand-new senior management team, the sales volume of Qoros soared by 320%, and the cumulative sales volume reached 63 179 vehicles. However, it was later discovered that this was a farce of "left hand upside down", and most of the sales were absorbed by Li Anyun, a car rental company, which is also a subsidiary of Baoneng.
At that time, after Baoneng entered Guanzhi, Yao Zhenhua promised to invest 654.38+0 billion yuan in new car R&D every year for five consecutive years. But after all, the ideal fullness can't satisfy the realistic bone feeling, and the research and development cycle of new cars is limited. It was not until September 2020, two and a half years after Baoneng became a shareholder, that a brand-new product, Qoros 7, was launched. In 20 19, the sales volume of qoros vehicles was only 22,695, down 63.4% year-on-year. In the first nine months of 2020, the sales volume continued to decline, only 6,543 vehicles-however, this year's sales volume is no longer "contracted" by Lianyun, but for C-end customers.
After nearly four years of brand-new product window, Qoros 7 arrived late this year. At this moment, Guanzhi's turn is put on the agenda again.
"Qoros 7 is on the market, and the order has exceeded 5,000. I hope that sales will increase gradually next year. We have made a medium-term plan. The first is to enrich the models and provide good service. At the same time, we must also consider the profitability of the company and must be self-reliant. " Regarding the timetable for Guanzhi to stop bleeding, Otani Mingjun said.
According to Baoneng's plan, Qoros will continue to implement "both oil and electricity". Starting from the seventh year of Qoros, we will keep the pace of launching at least 1-2 brand-new models every year, and by 2025, we will realize the coverage from cars, SUVs to MPVs, from traditional fuel vehicles to new energy vehicles, and from A0 to B-class vehicles.
In addition to product strength itself, channel strength is equally important. In this respect, Baoneng has obvious advantages over other car companies. At present, Baoneng Automobile has built more than 800 direct stores in China, and will soon build 1 0,000 stores.
Zheng Zhuang, the former general manager of Geely Geometry Sales Company, has joined Baoneng Automobile as the general manager of Baoneng Automobile Sales Company. It is understood that one of Zheng's main tasks at present is to expand Baoneng automobile direct sales stores, and correspondingly improve sales and service capabilities in the rapid expansion.
The direct store of Baoneng Automobile Group integrates display, sales and after-sales service, and is directly managed by the main engine factory. Direct stores are currently densely distributed in Sichuan, Chongqing, Guangdong and other places, and Shanghai and Beijing will also accelerate. In addition to selling new brands of Guanzhi and Baoneng, direct stores will set up after-sales service brands next year to realize resource integration and cross-marketing and provide maintenance services for customers of all brands.
However, for Baoneng Automobile Group, can the new channel model revive Qoros after the large-scale opening of direct stores? Can the sales rhythm, product supply and follow-up service ability keep up? Can the asset-oriented model with huge manpower, material resources and funds support future sales and profitability? Need further observation.
"Ambition" Yao Zhenhua
"As long as he judges that an industry has prospects, he will vigorously lay out the layout and hope to rush into the forefront of the industry in a short time." An insider close to Baoneng Department described Yao Zhenhua like this.
In the "Wanbao War" of 20 15, Chapman Yao Zhenhua and Bao Neng became famous in World War I, and their attitudes were fierce and they were labeled as "barbarians". As a "layman" who started from real estate and finance, Baoneng entered the automobile industry "from virtual to real", but it is difficult to judge the motivation and sincerity of Baoneng's cross-border car-making because of his long-sleeved dance and the "barbarian" status in the capital market. Until today, the suspicion of "real enclosure fake car" still exists.
In recent years, it is not news that real estate developers have entered the automobile industry with high profile. It is worth noting that real estate developers such as Greenland and Wanda, which have been aiming at the field of new energy vehicles before, have gradually left quietly, leaving only Baoneng and Evergrande to continue their dream of building cars.
A key question is, what is the difference between Evergrande and Baoneng? Faced with this question, an insider of Baoneng Automobile replied in a joking tone: "At least, we were not asked to sell a house in a circle of friends."
In the impression of the outside world, Baoneng started from real estate and finance. But in fact, Yao Zhenhua, who graduated from South China University of Technology with a double degree in food engineering and industrial management engineering, started as a vegetable supermarket chain, entered the logistics industry with Sungang warehouse, and then entered the real estate and financial industries. In this sense, Baoneng has never been a simple real estate developer. Nowadays, Baoneng Automobile has been placed in a prominent position in the "Industrial Layout-High-end Manufacturing" section of Baoneng Group in official website.
In recent years, Baoneng has made frequent efforts in the field of new energy vehicles, completed a number of acquisitions with the attitude of "not bad money", and also laid out vehicle manufacturing bases in many cities across the country.
According to the data, the business layout of Baoneng Group in the automobile field can be traced back to 20 15. Baoneng has successively listed the automobile-related industrial companies such as Shaoneng (producing automobile transmission parts and assemblies), Zhongju Gaoxin (producing automobile precision forgings) and CSG (automobile glass).
In 20 17, Baoneng began to expand on a large scale and established Baoneng Automobile Co., Ltd. in March. In 65438+February of the same year, Baoneng acquired the 5 1% equity of Qoros Automobile for about 6.63 billion yuan, officially entered the field of vehicle manufacturing, and obtained automobile production qualification and a factory with an annual output of150,000 vehicles in Changshu, Jiangsu, with a maximum of 300,000 vehicles. At the end of 20 19, Baoneng spent 163 billion yuan to copy Changan PSA, and obtained 200,000 production capacity of Changan PSA Shenzhen factory.
Baoneng is very ambitious in building cars. Since 20 18, Guangzhou Powertrain Research Institute, Shenzhen Peng Hongxin Energy Technology Co., Ltd. and Shenzhen Jin Woo New Energy Power Technology Co., Ltd. have been established one after another. The latter two are responsible for the technical research and development of power batteries, motors and electronic controls respectively. In addition, Baoneng's automobile base has been rolled out all over the country. In addition to Xi 'an, Changshu and Shenzhen, Baoneng's production bases in Guangzhou, Kunming, Kunshan and Guiyang will be completed and put into operation one after another, with a planned production capacity of more than 2.3 million vehicles.
In the past three years, on the road of making cars and chasing dreams in Yao Zhenhua, some people walked and some people came in. Former executives, Wu and Cai Jianjun, who had been heavily incorporated, left one year later, and Baoneng subsequently formed a "Japanese" executive team, including the current CEO of Qoros Ando Kazuo Otani. Otani Mingjun revealed that almost all the core talents who helped Nissan develop best-selling pure electric vehicles, extended-range electric vehicles and supporting power batteries have joined Baoneng Automobile Group and Qoros Automobile.
"Baoneng Group has high-end manufacturing, international logistics, comprehensive development and people's livelihood services. Baoneng has deep participation in various fields. Nothing is unimportant. The same is true for entering the automobile industry. Baoneng Group is currently investing in the automobile industry chain such as R&D and sales network, with an investment of 1000 billion yuan. "
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