Recently, "McKinsey: Analysis of the Subversive Trends in the Automotive Industry" report pointed out that although Tesla, Google and Apple are currently showing great interest in car making, they represent only the tip of the iceberg. There are more new companies that are likely to enter the automotive market, especially high-tech companies and start-ups with abundant cash. These new companies entering the industry also have greater influence on consumers and regulators (ie, stimulating interest in new forms of travel and lobbying for favorable regulatory measures for new technologies). Similarly, some Chinese automakers that have recently had impressive sales growth may use the current industry reshuffle to play a major role globally.

Since the intelligent and electrified automobile industry has become the common vision of all of us, these emerging emerging Internet companies and traditional automobile companies are proceeding toward the same goal from their respective basic points. The final outcome is to return the same way or who will be. Subversion, really not known. Then, who is more advantageous to arrive at the fruit of victory first? The online car market exclusive interview and editor from the Internet companies LeTV super car, Wei Lai car; traditional car companies BAIC Group, Chery Automobile, Bosch and other big geeks, the wonderful point of view PK, please share.

Lu Zhengyu (Vice President of LeTV Supercar (China) Co., Ltd.): The transformation burden of traditional auto companies is too heavy

The most important thing for traditional car companies is the powertrain power components, including the engine and the variable box. The number of parts and the technical complexity of these two parts add up to at least 1/3 to 1/2 of the weight of a car.

The most important power component of these fossil fuel vehicles is the huge intrinsic supply chain. Their manufacturers, manufacturing technologies, and even their suppliers have been following the traditional car companies, how long the automakers have been in the factory, and how long these suppliers have. Now, you call the traditional auto company to these huge suppliers: We don't need you now, we have to use electric motors, it is tantamount to hacking these suppliers. Do you think this transformation is easy for traditional car companies or for Internet companies?

For the traditional car companies, this is called "leading the knife from the palace", and for the Internet companies, there is no side to heart, without this burden, you can use electric motors as soon as you come up.

On the other hand, the fixed thinking of the traditional manufacturing industry in the future is bound to become the foundry with the continuous saturation of production capacity. This is a shadow of the future changes of the automobile industry. Today, we may not see it. It doesn't matter, 10 years ago, all the TVs. Machines and mobile phones are all integrated with production and research, and each manufacturer has finished it. Now, regardless of black electricity and white electricity, the results are the same. Almost 100% of the original ones are made by themselves. More than 95% of them have become OEMs, only RVs, and all the remaining foundries.

Society is driven by a handful of forward-thinking elites.

Li Bin (founder and chairman of Weilai Automobile): Reshaping the automotive industry with user experience

The traditional car industry thinks that I am coming from the Internet side, and the Internet company thinks that I am engaged in traditional cars. And I have always defined myself as a car man.

Where is the opportunity for Weilai Auto? China has become a big car country, which directly brings a lot of benefits, such as market foundation, talent reserve, market innovation incentives, etc. In a sense, the involvement of the automotive industry from the perspective of the Internet has already had a unique advantage, and we It is easier to attract talented people than the newly created companies in the United States. I flew 17 miles last year. The most important task is to recruit people. Compared with traditional car companies, our biggest advantage is mechanism and culture. Basically, as long as we say our philosophy, everyone agrees, this is a very happy thing.

Weilai Automobile is not going to subvert, but to reshape the automobile industry. Reinventing the user experience, the combination of electric cars and mobile internet, I think this can change the definition of the user experience in the automotive industry. Why do I dare to create a new company under such high technical barriers and financial barriers in the automotive industry, because I know that existing auto companies need to be very, very difficult to transition to a real user-oriented point. This possibility is very Very low.

Weilai Automobile decided not to take the old road of traditional auto companies, such as how much capacity to invest, how many bases to build, etc. I think our cooperation with the traditional auto industry is not a simple foundry. We call manufacturing cooperation, manufacturing cooperation and OEM. The essential difference, we did not think about the car is so simple, the reason is to find a manufacturing partner, is a cost-sharing cost consideration, this is our basic rule of respecting the automotive industry.

When I first founded Wei Lai, I thought that the probability of success was only 5%. Now Weilai Auto is no longer lacking in the probability of success. What is lacking is the license plate. If we can meet the national standards for automotive R&D and have mature car manufacturers to help me with manufacturing cooperation, the country should be qualified to meet our brand positioning, and hope that the competent authorities can give us opportunities for innovation.

Xu Heyi (party secretary and chairman of Beijing Automotive Group Co., Ltd.): I am willing to work for Internet companies.

Internet cars, China also has a very big advantage, 95% of the 1.4 billion people speak the same language, which is a huge network user resource, the world's first. Therefore, we have established the Beiqi New Technology Research Institute to use the best resources in the world to engage in open collaborative development with LeTV, Tsinghua University, Beijing Institute of Technology and Beilian.

Why open collaboration? As a company, it is impossible to do anything, and everything depends on itself. LeTV can do well, in fact, BAIC can do well, or just can't do it now, but companies don't have to do anything. We are the first car company to OEM for Internet companies, I am happy.

Yin Tongyue (Chairman of Chery Automobile): The Internet company is “targeting after shooting first”

Q: If Baidu and other traditional car companies combine to build a car, will traditional car companies become a errands? Just like Apple and Foxconn, which works for it, the money they earn is not the same.

Yin Tongyue: I can't say that, I said this at the event is a polite word. The process of division of labor and cooperation, he does not do cars, I do cars, but I add a function in the car.

Q: Some people say that if this function is added, you will be subject to him. Maybe he will make big money and you will make small money.

Yin Tongyue: It is still too early to say that because no one has ever thought about the future business model, and everyone is exploring. Now, the automotive industry's ability to accept and adapt to learning is also very strong.

Nowadays, the way of thinking of Internet companies should be learned. What we used to do in traditional car companies must first aim and then shoot; they (Internet companies) shoot first and then aim. In fact, as long as the technology is broken, the cost should be no problem, and the automobile industry is an industry that automatically digests costs.

Chen Yudong (President of Bosch China): Internet success rate is more than 50%

In the field of Internet-made cars, I believe that this emerging power is entirely from the customer's point of view, and brings more thinking to the current automotive industry. This is where traditional car companies need to learn. Bosch does not exclude the needs of Internet companies. I personally judge that they have a success rate of more than 50%, so if we feel that Bosch can provide them with value, we are willing to serve and are willing to cooperate.

Background: McKinsey: The disruptive trend in the automotive industry

Driven by shared travel, connected services and performance upgrades, the automotive industry's revenue will increase by 30% due to new business models, or $1.5 trillion. Although people are increasingly turning to shared travel, car sales will continue to increase, but only at a low growth rate of 2% per year. Consumer travel behavior is changing. By 2030, one out of every ten cars sold will be shared cars, and travel solutions tailored to user needs will have a larger market.

The type of city will replace the country or region and become the market segmentation dimension that determines the speed of travel, that is, the speed and scope of the car revolution. Once technical and regulatory issues are resolved, 15% of new cars sold in 2030 may be fully autonomous. The feasibility of electric vehicles is enhanced and their competitiveness is improved; however, the speed of consumer acceptance varies significantly in different regions. In a more complex and diversified industry landscape, existing players will be forced to compete in multiple areas simultaneously and work with competitors. New market entrants will focus first on some profitable market segments and activities around the value chain, and then explore more areas.

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