Hello, everyone!
Let's start with a few small questions
What a car
What a car this is
How many car brands are there in China? I really went to count the existing domestic brands: about 150......... This data is not to say that there are more than other countries, and the sum of car brands in other countries is probably like this!
So one by one counting
And 2021, it is a year when many brands have come together, and it is also the birth of double-digit brands. This year, there are high-end new brands promoted by veteran car companies, there are also traffic giants such as Xiaomi and Huawei entering the automotive industry, and some brands may not intend to sell to you...
Today, we're taking a good look at the new brands that will emerge in 2021:
The new brand of the old car company
At the very least, it's worth considering
There are some new brands whose products are old faces that we are familiar with. Behind them are mature enterprises, and the reason for launching them may be repositioning, or perhaps the impact on the high end, in short, from mature car companies, although not necessarily suitable for everyone, but at least can become an object worth considering.
Extreme Krypton, electric Lynk & Co
Extreme Krypton, which seems to have been around for a long time, is a new brand that has just been released in 2021. At the 2020 Beijing Auto Show, Extreme Kr 001 appeared on the Lynk & Co booth under the name zero. The independence of Extreme Kr is said to have been decided shortly before the release of the brand, and the direct reason may be for the later independent listing.
ZERO, Lynk & Co, invested a lot of publicity resources
As a new brand, the popularity of Extreme Kr is also high, and it is directly sold out of stock in less than 60 days after opening reservations. Deliveries that begin at the end of the year are also high in number. Although shortly after the delivery, it was once caught in the storm of various de-allocations. This shows that the new brand is not perfect enough in terms of service and publicity. But the product strength of extreme krypton is still unquestionable. Whether it is from the product quality or cost performance, Extreme Kr 001 is a very competitive product in the same class.
Suddenly it became a separate pole krypton 001
Of course, the appearance of extreme krypton, Lynk & Co injured some "seriously". The hard-won Lynk & Co brand has been sucked away a lot of attention by Extreme Kr. The sudden independence of Kr even caught Lynk & Co's dealers by surprise, and in early 2021, Lynk & Co's dealers were still warming up for Lynk & Co ZERO. Are ready to sell a lot of money to make a pot full of pots, in the end to get a heavy participation. As a friend of the owner of Lynk & Co, I have privately heard many complaints from dealers...
A car achievement tank
Tanks have also become another brand under the Great Wall this year. We are already familiar with this brand, so we will not repeat it. Although the brand is independent, it is actually still sold in the channel of the WEY brand, and the trademark tank has not yet been registered.
The success of the Tank 300: hardcore while taking into account comfort
The independence of the tank is inseparable from the success of the tank 300. Behind the success of tank 300 is the precision and sharpness of positioning, and it also has a good product force. After the success of the 300 model, a new brand was independently established, and it has to be said that the Great Wall dared to think and dare to do. Fortunately, the second product, the 500, is also attractive enough to have a good appeal.
However, whether it is 300 or 500, the positioning is relatively niche, and it is also destined to be a niche of the tank brand, expanding its own positioning, and it is difficult to see the needle in the Great Wall product system that has been stacked on the bed frame house. But anyway, as of now, tanks have been successful.
A salon to be seen
The news that the Great Wall will re-launch the car is a hot rumor in the first half of 2021. During the period, there was news of building a car based on the WEY brand, and a patent diagram of a retro-shaped car was also circulated.
WEY sedan patent diagram, no further news
Eventually, the Great Wall launched a brand new named Salon and a controversially looking mech dragon.
The controversial Mech Dragon was limited to just a hundred units, and it sold out in just three minutes at the auto show, indicating that it was a booing. From the current product stage, the salon brand is still in the stage of testing the waters, and the launch is slightly hasty. Haste can also be understood, in the face of the hundreds of thousands of markets in the wind and water of Wei Xiaoli, the Great Wall also needs a more high-end brand to support the façade. Of course, at this time, there is still a long way to go before the salon really enters the market, and it remains to be seen how it will develop.
Fei Fan and Zhi Zi
In addition to Geely and the Great Wall, the veteran car companies that launched new brands this year also include SAIC. Like the Great Wall, two new brands were launched in one go: Feifan and Zhiji.
Feifan Automobile is another new energy brand of SAIC Group, before which SAIC had released a high-end model Marvel X, the car is good but the sales are cool. Subsequently, the R brand was released last year, which was claimed to be the third independent brand of SAIC alongside Roewe and MG, which may be the electric Roewe in the eyes of most people.
Many people don't realize that R and Roewe are juxtaposed
He took over the R brand's Feifan and directly inherited two models from the R brand: the ER6 and the Marverl R. After independence, a new model called the R7 was launched, which was also the ES33 in the R brand stage. It can be said that except for the name change, nothing has been changed. In fact, the product strength of these models is good, and it is better to combine intelligence and traditional car control texture in traditional car companies.
The cars are still those cars
Before changing the name to Feifan, the problem of R was actually that the popularity was not high, and the product positioning was not clear enough. After the name change, even if it operates independently and changes the new name, it still cannot solve the problems encountered by R. On the contrary, the name change requires consumers to re-recognize the brand once. In order to solve these problems, Feifan needs to work harder on the product.
Zhiji is another high-end brand of new energy created by SAIC, and it is SAIC's attempt to impact the high-end market. At the end of 2021, the first model, the L7 BETA version, was rolled off the production line. Compared with Feifan's self-tossing, behind Zhiji, there is a technical background of SAIC Motor, and there is also an investment from Shanghai Zhangjiang Hi-Tech and Alibaba.
In the new era, the success of those new forces and high-end brands has also allowed Great Wall and SAIC to see new opportunities to move towards high-end. In this way, new high-end brands such as salon and zhiji will appear. The product strength of these brands is still excellent, but when everyone knows the Great Wall or SAIC gene behind the salon and zhiji, they may subconsciously equate these brands with the Great Wall and SAIC, and the high-end image may be affected. This is also the reason why these brands continue to dilute the parent brand in their promotion.
Tech giants enter
It's worth looking forward to and waiting
From a long time ago, whether it was Apple, Huawei, Xiaomi, or BAT, it was the core role in the rumors of car building. And in 2021, these rumors have finally landed a few. These giants in the field of intelligence began to build cars, in the era of new energy intelligent vehicles, should have an advantage, but they also lack experience in car manufacturing, the product value is not worth buying, but also need further observation.
AITO before Huawei's shadow
AITO, a very strange brand. Nominally, it is a new high-end brand launched by KinconCelix. The popularity of Cyrus itself is not high, why do you want to engage in a high-end brand? AITO's own brand conference, it seems that few people pay attention to it.
At the Huawei flagship conference at the end of the year, AITO, which is not part of Huawei, has become a hot topic. Anecdotal rumors say that AITO is a Huawei draped in a layer of sheep's clothing.
AITO's first model asked the world M5, the number of pre-orders after four days reached 6500 units, it seems that Huawei's signboard still has a lot of appeal. In fact, the M5 is a relatively beginner product, and many of Huawei's technologies are not fully applied. The addition of the extender and the Huawei intelligent intelligent cockpit has made the M5 sell well, but if you want to experience a more complete Huawei car experience, you also need a more high-end AITO.
Avita dipped in heat
With Huawei's popularity, there is not only ONE AITO. At this year's Guangzhou Auto Show, Changan released its high-end brand of new energy - Avita. On the background wall of Avita's press conference, the LOGOs of Huawei and Ningde Era were generously juxtaposed with Chang'an.
Although it relies on the resources of the three giants, in fact, Avita is more dominated by Chang'an. Huawei's role in this is still that of a solution provider, no different from the role played by Polar Fox. Launched the CHN platform, which is known as the collection of the three forces of Changan, Huawei and Ningde era, and also showed the brand's first product, Avita 11, and the new car will be mass-produced and delivered in the third quarter of 2022.
Xiaomi directly off the field
Huawei's action into the car circle is twisted and pinched, and Xiaomi's action is much more generous. Investing 10 billion yuan to start a car-making business is known as the most important decision in the history of Xiaomi. This year, it is also constantly buying and buying supporting enterprises, digging and digging for industry talents, and in less than a year, it has created a fierce momentum.
However, compared with the Huawei system, there are already many products on sale, and Xiaomi from scratch is still far from the product offline. At present, according to Xiaomi, the progress of the new car is very ideal, and it will not be offline until 2024. Recently, a car design drawing on the Internet was circulated in the marketing number, but it was the wishful thinking of fans. What Xiaomi's new car will look like is still a huge question mark.
Fan works, don't take it seriously
Baidu + Geely's set of degrees
Compared with Huawei and Xiaomi, another brand from the technology industry, the attention is much worse. Baidu also released a car brand in 2021 - Jidu. Baidu has actually been involved in the automotive industry for a long time, and the apollo autonomous driving platform has cooperated with a number of car companies. However, the delay in achieving automatic driving in the field of passenger cars may be a major reason why Baidu chose to join the car-making army.
Previously, the collaborators of Baidu's Apollo program were mostly commercial vehicle companies
How the car of the set degree is, it is still difficult to evaluate at this stage. However, as a member of the new car-making force, Jidu found Geely OEM, and the model should also be developed using Geely's PMA platform. In the past, the new forces borrowed chickens and eggs through the production capacity of dying enterprises, and the new forces held more right to speak. And Jidu's cooperation with Geely this time may need to see more of Geely's face?
There are also some brands
Let's see a hilarity
In 2021, there are many brands that cross borders from other industries. There are also some brands that have chosen to target the travel market such as online ride-hailing and taxis. These brands may not appear on your car purchase list, but it does not prevent us from watching a hilarity. Let's also take a brief look:
Self-traveling: The calf that builds the tram
The production company behind the tour is called Niu Chuang, and Niu Chuang has a brother who makes a two-wheeled electric car called XiaoNiu. Mavericks are now basically bBA in the field of two-wheeled electric vehicles, positioning at the high end and having a solid market position. In the past two years, there have been rumors that the Mavericks are going to enter the automobile manufacturing. In 2021, this rumor has finally been confirmed.
The core product is not cheap
Before the Mavericks, there were also electric vehicle companies that transformed into cars. However, they all stay at the level of producing the old man Le PLUS, such as the previously mentioned Bidwin electric car, and the technical level of the car built is limited than that of the electric donkey.
This Bedevin
This is Bedevin
The attitude of the Maverick is much more serious, it is reported that at present, Niuchuang has determined the parallel direction of the two technical routes of pure electric BEV and extended range electric EREV, and developed the Gemini twin platform. The first product will be a medium-sized SUV.
Niuchuang's Changzhou plant
Skyworth: Skyworth that makes television
This Skyworth is really the Skyworth that made the TV. If there was also a new brand inventory last year, it was Tianmei Automobile, the predecessor of Skyworth, on the list. Tianmei listed its first new car, ET5, at the end of last year, and no one paid attention to it or remembered it, so it became another new brand. After changing its name to Skyworth, ET5 also became EV6.
Tianmei ET5
Skyworth EV6, the pictures are all the same!
BAO: The treasure that sells the house
This brand was released through Wang Sicong's series of oilfield remarks of Borabao, and the owner behind it is The famous Baoneng in the investment circle, a 100-billion-level group that has made a fortune in real estate and is involved in many industries. Baoneng is famous because of all kinds of barbaric growth and willful investment.
The BAO brand, which is built by Baoneng, is based on the production of new energy vehicles. Its first product, the GX16, was originally scheduled to debut in mid-2021, but when the calendar card flipped to 2022, all it showed us was a spy photo of the winter test, and there was no follow-up in a year. With the severe cold of the real estate industry, according to the information revealed internally, the research and development of Baoneng Automobile has stopped.
Modern cars
Modern Car, is a new power brand that officially released new cars in 2021, its first model Modern in is a pure electric model that looks like Prius, although there are no highlights on the outside, it can provide 610km OF NEDC endurance at a price of 150,000 yuan.
Interestingly, Modern Auto makes use of the qualifications of Beijing Automobile Manufacturing Plant, which is nominally produced by its foundry. The core product of Beijing Automobile Factory is the BJ212 series jeeps that are still being produced today.
Legally Modern in's brother
Box car
Box car is a new brand that is far away from us. Behind this brand is Box Zhixing Technology Company, which was originally a design company that researched and developed parts and vehicle systems for FAW, Jianghuai and other major manufacturers.
And they went from the supply chain to the front of the stage, and also chose to start with online ride-hailing cars and taxi-specific pure electric vehicles. The first product, the BM series, has specialized the demand for such models, and there is basically no possibility of selling to individuals.
Light orange age
The light orange era is also a brand that is far from the mainstream. In terms of design, it is rumored to have received some support from Xiaopeng Motors. In terms of production, the light orange era is also another enterprise that uses dying fuel vehicle manufacturers to oem, and its foundry party is BAIC Yinxiang.
The first product VC, is also a product far from the public, in addition to the strange appearance, the main power exchange, 8 minutes 200 km ultra-fast charging endurance, low temperature energy consumption loss of small design ideas, but also more like for the development of the online car, taxi market.
Write at the end
After taking stock of these new brands born in 2021, we return to the opening question: Do we need so many new brands?
We have just experienced the reshuffle of the fuel vehicle era, Lifan, Zotye and other fallen figures are not far away, the remaining head of these independent brands, too late to catch their breath, and ushered in the Warring States era of new energy vehicles.
What used to be a hipster may now be a chicken that someone else borrows to lay eggs
The players in the new energy track are more diverse, from Internet companies to technology giants, from real estate giants to old age manufacturers, they all want to get a piece of the pie. In addition, traditional car companies also want to use the east wind of electric vehicles to achieve brand transformation, so new brands with different backgrounds and different genes are emerging in an endless stream.
Google, Apple also want to share the soup of the car circle
Writing this, I can't help but sigh that history is really a cycle. But we believe it's a spiraling cycle. New entrants will always bring their own advantages and diversified genes, which is exactly what this era needs. And under the big waves, who will be left, time will eventually give the answer.
For these new brands, which ones do you think will survive, let's discuss them in the comments section