Yesterday evening, the Great Wall announced the "Yeartown Automobile Co., Ltd. and BMW Co., Ltd. signed a letter of intent", BMW released "further strengthening of China's business, the BMW Group plans to build a joint venture company domestic electric car." As shown in the following figure, it is not just a new joint venture with a new partner. The original partner should also consider how the future of China's electric vehicles will be done and how to sell them to meet future needs.
As shown in the following figure, it is very difficult for China to bypass the domestic enterprises to establish a wholly-owned company. "Tesla and our government have differences in the ownership structure of the tram assembly factory, and Tesla's domestically-owned factory construction. Or get into a deadlock, something like Tesla is that it is not easy to screw, and the conditions are not easy to negotiate.
Therefore, from the perspective of the big principle, all car companies need to consider new methods, but also consider the relationship with the original partners, which is still very difficult.
Great Wall Motor has reached a cooperation intention with BMW to jointly produce electric MINI. The two sides are evaluating the prospects and feasibility of cooperation in the field of new energy vehicles in the form of joint ventures. The details of the size and business model of the joint venture have not yet been determined. The two parties intend to cooperate through joint ventures between the two parties and/or their respective affiliates. Great Wall Motor or its affiliates will be the majority shareholder of the joint venture company, and BMW or its related parties will be the minority shareholders of the joint venture company.
From BMW's media manuscript, we can see that BMW has fully absorbed the impact of SAIC and AUDI on JV's original partners.
The two parties will negotiate the specific details of the joint venture company and the cooperation model, and clarify related matters, such as the choice of production location and the specific investment amount. The BMW Group will not build new sales and service channels outside of China's existing network system, and the company will continue to work steadfastly with existing sales and service network systems.
BMW Brilliance has also established a power battery center in Shenyang for the local production of BMW electric vehicles. BMW Brilliance is the first luxury car manufacturer in China to build a power battery center.
The world is changing very fast, so in addition to a trial that Daimler had done a long time ago, after interviewing himself to really enter the field of new energy vehicles, he returned to the original partner model. Behind the public, the real MEB landing is still in the two original partners. It is the first step in the Jianghuai period, and the other is the channel that produces other brands of MEB.
The most inexplicable thing here is Ford. It is said that a boss is making a head, and a bunch of people are going to perform it. What do you want to do with Zhongtai? We don't know.
I personally feel that after many years, after the foreign-funded car companies saw the subsidy retreating, under the relatively equal system, the double points were later driven to be electric vehicles, so they had to invest heavily to establish their own strategic advantages. In the process, you still need to:
1) In the short-term transitional measures, the pricing, positioning and market aspects of foreign-owned car enterprises need to be prepared. The markets of megacities and big cities (Beijing, Shanghai, Hangzhou, Shenzhen) are limited after all;
2) In the long run, it is also necessary to deploy the entire chain to build a relatively new business model. Here are mainly:
Customized fleet requirements for travel services (network rental, timeshare and rental)
Public destination charging network and efficient fast charging network
China's battery supply chain preparation, including whether the previous battery supplier can come in
Therefore, we have seen that, strategically, this wave of joint ventures is a plan to slow down the military, and it is also to follow the original partner's JV to implement the global strategy. Compared with the simple wave of electrification, these big car companies are more concerned.
With the support of car electrification, vehicle network connection and automatic driving, the travel-as-a-service based on the premise of vehicle sharing affects the future of auto companies. In this logic, the more companies in front have great challenges. When public perceptions change and consumers' habits turn with technological advancement, enterprises themselves cannot resist this change.
Auto companies face long-term business changes, and the technology that lies in each of the following branches is a big snowball.
So we see:
In 2015, Ford announced the “Smart Mobile Plan†at CES2015, transforming mobile travel service companies;
In 2017, GM also has similar transformational content. The combination of electrification, intelligent network, autopilot and shared services will drive the realization of future personal travel modes. The company is committed to research and development of advanced technologies, combining global resources with local advantages, and actively promoting the transformation of the automotive industry from traditional manufacturing to intelligent travel services;
In 2018, Toyota President Akio Toyoda officially announced in CES 2018 that Toyota will transform from a car company to a mobile travel company.
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