[ad_1]
Original title: Li Shufu personally takes over Geely and then bets extremely krypton
Source: Beijing Commercial Daily
Beijing Business Daily (Reporter Liu Yang and Pu Zhenyu) Geely Holding Group Chairman Li Shufu’s 4D speech at Geely earlier this year is turning from paper to reality. Among them, after frankly confessing the failure of the “Blue Geely Action” plan and discarding the “Two Blue Geely Action” plans, the new brand accelerated its landing. On March 23, Geely announced the establishment of a new electric vehicle company, Jikrypton, with Li Shufu as president.
It is understood that Jikrypton plans to inject 2 billion yuan in cash to engage in research and development, acquisition and sale of electric mobility related products and provide related services including pure smart electric vehicles under the Jikrypton brand. Geely Automobile issued an announcement showing that the company and Geely Holding Group (including the employee co-investment platform and the user capital platform) jointly invested in the establishment of the Geely Krypton Company, of which Geely Automobile owns 51% and Geely Holding Group owns 49%.
Geely has high hopes for the newborn Jikrypton brand. Geely Automobile stated in the announcement that the company and Geely Holding Group jointly established a Jikrypton joint venture, which is more conducive to high resource integration and the use of scale advantages to truly build a smart technology green enterprise.
In the view of Zhang Xiang, an auto industry analyst, the establishment of a high-level company with Li Shufu and Li Shufu’s leadership not only reflects Geely’s emphasis on Extreme Krypton, but also reflects that Geely is not satisfied with the development of its new energy vehicle sector.
As a private label passenger vehicle sales champion, Geely Automobile introduced a new energy development strategy called “Blue Geely Action” in 2015, and plans to achieve new energy vehicle sales accounting for more than 90% of total sales. for 2020.. Data shows that Geely Automobile sold 68,100 new power and electrified models last year, representing just 5.2% of total sales.
Sales of new energy and electrified models were not as good as expected, which is not unrelated to the poor market performance of Geely Auto’s geometric betting brands. In April 2019, Geely launched a new mid-to-high-end pure electric Geometry brand, and the first Geometry A model was also launched simultaneously. Geely attaches great importance to the geometric brand, not only designing the brand LOGO, but also as a brand that keeps pace with Geely and Lynk & Co.
However, the Geometry car sales volume in 2019 was about 13,000. With the exception of a few months, Geometry A’s monthly sales volume has remained at the 1,000 vehicle level. Compared to the competition, this result is not good. According to third-party data, last year’s geometric car sales were about 10,300, a year-on-year decrease of 18.4%.
However, the frustration of the “Blue Geely Action” plan did not reduce Geely’s ambitions for new energy vehicles. In February this year, Li Shufu said in an internal Geely speech: “The ‘Blue Geely Action’ plan was not completed as scheduled. It is not due to incorrect strategic direction or a failure in strategic execution. It is because the Historic Not the right time. Such failures abound. Don’t be frustrated by this. Geely has come up with the “Two Blue Auspicious Actions” plan based on summarizing today’s past. “
It is worth mentioning that in the plan of “two blue auspicious actions”, krypton will play a vital role. The relevant Geely official said that in the future, Geely and Lynk & Co new energy vehicles will focus on energy saving, hybrids, hybrids and other fields, which belong to the first aspect of the “Blue Geely Action” plan; Geometry and Extreme Krypton will focus on pure electricity and belongs to the second part of the “Blue Geely Action” plan.
A reporter for the Beijing Business Daily noted that Geely Automobile stated in the announcement that Gee Krypton “aims to build a smart and differentiated electric vehicle brand.” How will the Jikrypton brand shape a differentiated geometric brand positioning? In this regard, the relevant person in charge of Geely told the Beijing Business Daily reporter that the content of subsequent press releases will prevail.
Zhang Xiang believes that with the birth of the Jikrypton brand, Geely should gradually reduce its investment in the geometry brand in the future, and could eventually abandon the geometry brand outright. Currently, the sales volume of the Geometry brand has not achieved economies of scale, and Geely does not need to retain the Geometry and Jikrypton electric vehicle brands.
Financial expert Dong Xiang said that for Geely Auto to achieve its sales target in 2021, the performance of the new energy vehicle sector is very critical. Between them, the Geely brand will become a major force for Geely to participate in the new round of fierce competition for new energy domestic vehicles. According to Li Shufu, Geely hopes to participate in the competition in the smart pure electric vehicle market through this new electric vehicle company and brand.
Under the plan, ZERO, the first ZERO model based on SEA’s vast architecture, will open reservations during this year’s Shanghai Auto Show and achieve mass production and delivery in the fourth quarter. In the next five years, the Jikrypton brand plans to introduce at least one new product to the market every year.
Massive information, accurate interpretation, all in the Sina Finance APP
Editor in charge: Qi Qiqi
