This past October, the sales share of independent brands exceeded 70% for the first time in history, forming a complete crushing trend for joint venture brands.
There is no need to belittle ourselves, with the help of the oncoming wave of electrified transformation, this time in a new track, we have firmly grasped the initiative.
But rationally and objectively speaking it is never time to “open the champagne” in advance.
Because it is located in some segments, such as the luxury car market with higher prices, and there is still a lot of room for improvement in the progress of self-owned brands.
In other words, the joint venture teams led by Mercedes-Benz, BMW and Audi can still maintain a relatively strong position through similar proactive ways, even if they encounter sieges and certain fluctuations.
With the brand level, continue to harvest end consumers.
And such a gory fact reminds everyone all the time: “the road to success of independent brands is also full of challenges and thorns.
” It is precisely against this background that the long-cherished wish that “China needs more BBA of its own” is becoming stronger and stronger.
Fortunately, looking at the whole market, there have been many players advancing towards this goal so far.
At the end of November, with the announcement of Geely Holdings, the ownership structure of the sub-brand Jikrypton and Lectra was optimized to promote the comprehensive strategic coordination of Polar Krypton and Lectra.
Once again I feel that another towering tree is growing up.
However any new thing will always be accompanied by all kinds of disputes.
Based on the occurrence of the above operations, doubts from the terminal also began to emerge.
In response, I just want to say, “you don’t understand the logic and reason behind this at all.
” The integration of polar krypton and Lecker is more like an active charge launched after judging the hour and sizing up the situation in order to break the solidification pattern of the luxury car market.
Full of courage and determination to win.
Why did you close it? In terms of sales volume, at the beginning of this paragraph, first bring out a set of data.
That is the weekly sales list of New Power car-making ideal released on time every Tuesday.
Focusing on the cycle from November 18 to November 24, despite Tesla, BMW, Mercedes-Benz and Audi still occupy the top positions with the output of 15200, 14100 and 12900 respectively.
Since the beginning of this year BBA’s overall pace of making gold in China has slowed down but it is still the same principle: “A skinny camel is bigger than a horse.
” In the luxury car market, there are not many independent brands that can completely surpass and crush them in terms of sales.
Based on this background, why should polar krypton and Lectra be integrated? First of all, it must be in order for everyone to gather firewood and achieve the effect of “1-1-2” or even “1-2” in this dimension, and then rush to the hinterland of BBA.
From this split point of view, in fact, before the integration, polar krypton and Lectra have made great achievements respectively.
Take the former as an example, although it has been established for only more than three years, the subdivision of more than 200000 yuan has reached the cumulative delivery of more than 360000 vehicles, ranking first among China’s luxury pure electricity brands, and the average transaction price per bike has reached 300000 yuan.
Lectra, on the other hand, was officially established in 2016 and the first model, Lingke 01, was launched in November 2017.
it broke through the million vehicles mark in less than six years, with cumulative sales of more than 1.
31 million vehicles in seven years, and monthly sales are now stable at 30, 000.
There is no doubt that compared with Wei Xiaoli, which was founded in 2014-2015, Lectra is the first “new power” brand with a cumulative scale of one million vehicles.
At the same time, from building China’s first high-end car brand to the outbreak of EM-P products to become the main sales force, to Lecco 07 and Lectra 08 EM-P Gemini for six consecutive months with sales exceeding 10,000, to the third quarter of this year, Lectra’s sales ranked among the high-end mixed market TOP3, second only to ideal and QQ, and then to the average price of EM-P products exceeding 220000 yuan.
It has proved its success in stages on the hybrid route, and at the same time, it is also entering the field of pure electricity, covering three major energy tracks with a single brand, forming a “three-line parallel” route dominated by hybrid and supplemented by fuel and pure electricity.
As for the elaboration of these transcripts the fundamental purpose is to prove the integration of polar krypton and Lectra which is a strong combination with a solid foundation.
Of course it is worth noting that according to the current trend of the whole market the two areas of high-end luxury and interruption seem to provide the greatest development space for independent brands in the future.
From the future growth of the two brands, Lectra needs to make efforts to a higher price range, especially in the mixed market of more than 150000 yuan, which needs to achieve a larger sales scale in the higher price band.
Polar krypton needs to improve the mixing route to impact a higher and wider product belt.
The rich experience of the luxury car market in the depths of extreme krypton can help Lectra expand further.
Correspondingly, Lectra can empower polar krypton in a variety of energy forms, product genealogies, especially the successful experience of mixing, northern market strategy and other dimensions.
That is why Geely Holdings has the courage to shout: “the integration of polar krypton and Lectra will help the company to build the two into a global leading high-end luxury new energy vehicle group with million adult production and sales by the end of 2026.
” Ambition seems to be on the verge of coming out.
Of course, there is a view that: “in the next 10 years, the competition pattern of China’s automobile industry will be like the Spring and Autumn period to the warring States period, and the annual sales of one million yuan is only the ticket to this competition.
” It is by no means alarmist the situation is so cruel.
In the era of new energy, resources will only be concentrated towards the head echelon.
The integration of extreme krypton and Lectra is also to stay on the poker table and get the initiative.
After all, car building is about economies of scale.
As far as the Chinese automobile market is concerned, a single brand has an annual sales volume of one million, which needs the support of about 5-8 main models and covers several mainstream market segments, and the overall product matrix is more likely to reach more than 10.
The first camp of luxury brands represented by BBA meets the scale of annual sales of 70-900000 units in the Chinese market and also relies on a similar number of main models.
It is reported that after giving full play to its synergy, the integrated “Polar Krypton Technology Group” has reached this number of main models of the two brands, and is expected to reduce 3-5 new models in the future with less R & D investment.
to achieve annual sales of more than one million.
Finally try to speak in terms of gold-rich sales.
In China’s luxury car market, more emphasis is placed on writing subordinates.
In my own chapter.
When Mercedes-Benz and BMW in the new energy era add up, high-quality sales must be the most important goal pursued by the integration of extreme krypton and Lectra, and the establishment of the extreme Krypton Technology Group.
By contrast, there are many deeper benefits.
The first is to empower each other, optimize the allocation of resources, and jointly enhance market competitiveness.
Second, complementary brand positioning to enhance the product portfolio.
third, unified product structure to achieve complementary R & D capabilities.
fourth, complementary sales network to expand the reach of users.
fifth, economies of scale, continue to promote cost reduction and efficiency.
” As for the answer Gui Shengyue Chief Executive Officer and Executive Director of Geely Automobile Holdings Co. Ltd. gave his analysis as early as at the third quarter earnings meeting not long ago.
Of course readers are concerned about how the two brands will operate after the integration of polar krypton and Lectra.
How to help each other to the maximum extent to reduce internal friction? Similarly, an Conghui, president of Geely Holdings and CEO of Polar Krypton Intelligent Technology, who is at the helm of extreme Krypton Technology Group, responded.
In terms of brands, after the merger, the two will certainly maintain a dual-brand strategy and be relatively independent in the market.
In terms of price and values, the two brands have a very clear positioning, separated from each other, in order to maximize market coverage.
” From a product point of view, there will also be a distinction between the two.
Polar krypton focuses on medium and large cars, while LinkedIn focuses on small and medium-sized cars.
At the same time, Lecker focuses on pure electricity in small cars and hybrid in medium-sized cars, while polar krypton focuses on pure electricity in medium-sized cars and hybrid in large cars.
” Just two simple paragraphs have largely dispelled many concerns.
In fact, in my eyes, I have always felt that the integration of extreme krypton and Lectra, in addition to the promotion of sales, it is also very important to completely superimpose the word-of-mouth accumulated at the level of the two brands for a long time, resulting in a more amazing potential energy.
let the image of the “polar krypton technology group” go deep into the heart of every latent.
What is the reason why BBA is still so popular in China? It is not the lead in the product experience or the sincerity after lowering the price, but the brand halo provides them with enough added value in the process of selling cars.
More bluntly speaking, if you want to open up a world of your own in China’s luxury car market, the building, maintenance and sublimation of the brand image must be the most important.
Homeopathy, continue to focus on the two protagonists of today’s article, both extreme krypton and Lecker, have made remarkable achievements in the luxury car market at different stages.
In this process, extreme krypton is positioned as a “global luxury technology brand”, focusing on “luxury, extreme, technology”, serving users who pursue the ultimate experience, while Lectra is positioned as a “global high-end brand of new energy”.
Focus on “trend, sports, personality”, service pursuit of quality and personalized young consumer groups.
The brand proposition of polar krypton is to “break the imagination”, and Lectra’s brand concept is “born global, open and interconnected”.
In the dimensions of innovation, personality, trend, science and technology, the brand concepts of the two are both compatible and complementary, and both have the value proposition basis for building high-end luxury brands in the new era in the era of new energy and smart cars, and in the process of their respective development, has been widely recognized by users.
It can be said that integration is not abrupt, but it makes sense.
For example, polar krypton and Lectra have the same high user recognition on “safety”, the most important brand asset.
For example, strongly personalized brand labels such as “sports”, “manipulation” and “performance” also have a lot in common.
Lectra is not only the first three consecutive championships in WTCR, but also creates a new history of “six years and seven championships” for Chinese brands in the top automotive international arena.
Outside the track Lecker actively promotes the development of domestic automobile sports culture and establishes China’s first complete automobile sports culture system from professional drivers to professional players to enthusiasts.
Leike is the leader of Chinese automobile sports, the practitioner of the event to feed the people, and the promoter of automobile sports culture, which not only proves the progress and innovation of Chinese automobile brands in technology and R & D, but also promotes China from a big country of automobile consumption to a powerful country of automobile culture.
At present, Lectra is still the only high-end Chinese brand doing performance-based modification, while heavy modification users tend to consume many times and continue to upgrade, which is the brand’s new profit pool.
As for extreme krypton, it has also been recognized by users on the “safety” and “sports” labels since its birth, with Zhou Guanyu, China’s first F1 driver, as the chief operating officer of extreme krypton 001.
and former F1 world champion Raikkrypton 001 FR as the chief performance consultant.
Holding a top supercar such as Polar Krypton 001 FR confirms its industry-leading handling ability.
The shining moments mentioned above are only a small part of the honor book of the two protagonists in today’s article.
As onlookers, we have every reason to believe that the integration of extreme krypton and Lectra will bring huge energy to the brand level, making it the biggest weapon for the “extreme Krypton Technology Group” to expand in the luxury car market.
In addition, I would also like to point out that, unlike other integration of “struggling for survival” in the industry, this integration is more like Geely’s overseas mergers and acquisitions, which is a prediction of the market and industry trends, and an active adjustment of the overall brand.
With the coordination of global resources, global market and the whole industry chain, the integration of extreme krypton and Lectra is not only to reduce costs and increase efficiency, but also to avoid competition is only the first step, using a clearer identity to express “Chinese luxury brands” is the most critical core task.
The integrated goal of “production and sales of millions of dollars a year”, coupled with the occupation of the two brands in the luxury car market, the traction effect of Geely Holdings’ new energy business is also clear.
200000 yuan of the plate was handed over to Galaxy, and more than 200000 yuan was handed over to the “extreme Krypton Technology Group” to jointly start a vigorous “decisive battle”.
At this point, the article is drawing to a close, and finally I want to draw out a paragraph of output from this year’s Taizhou Declaration: “Geely will focus on the main automobile industry, lay out the scientific and technological ecology, enhance competitiveness, strive for progress in stability, and promote the early realization of the corporate mission of making the world full of auspiciousness through five major measures, such as strategic focus, strategic integration, strategic coordination, strategic soundness, and strategic talents.
” It is useless to say beautiful words, but the key is to do it.
Judging from the current pace all of the above plans are on scheduleLanding.
At the beginning of this year, Geely said it would build “the masses in the new energy era.
” Taking advantage of the trend, the mission of “Gekrypton Technology Group” is just like the strategic significance of the Audi brand in the Volkswagen Group.
However, what is slightly different is that under the same high-end luxury new energy vehicle group, Gekrypton and Lingke form a complementary and extended “Twin Stars”.
The brand tonality of each other and deeply coordinated always feels more like Mercedes-Benz and BMW in the new energy era.
The addition of the two has undoubtedly created a larger imagination space, making the long-cherished wish of “China needs more BBA of its own” no longer far from being realized.
, , we also look forward to this towering tree that will soon blossom and blossom and flourish.
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