Although the self-owned brand has already bid farewell to the difficult time of the “12 consecutive declines” last year, its polarization in profitability is still obvious. In the eyes of the industry, this year's economic downturn is still relatively large, and the overall growth rate of the auto market is not optimistic.
For this reason, after adjusting for the past few years, in addition to increasing investment and layout in technology research and development, independent brands have begun to adjust their vehicle structure and competition strategy. In the view of Cui Dongshu, deputy secretary-general of the National Federation of the National Federation, in the first quarter of this year, the reason why independent brands can achieve rapid growth is mainly due to the above two efforts. First, the use of SUVs to accelerate the launch of SUVs to drive sales, , vigorously launch new energy vehicles to seize market opportunities. At the same time, aiming at the industry's innovation boom brought by the Internet, independent brands have also launched the concept of in-vehicle interconnection.
In the current Shanghai Auto Show, Jianghuai launched its second-generation pure electric sedan Jianghuai iEV5, and also launched the second generation Ruifeng S5 SUV with 1.5TGDI 6DCT. Chery not only launched the TUV 5 with the 1.5T engine, but also exhibited the pure electric version of the Ariza 3, and further released Hybrid hybrid, Plug-in Hybrid plug-in hybrid, ElectricVehicles pure electric ETECO new energy technology including ISS intelligent start-stop technology. The same is true for Zotye. In addition to the Zoe T6002.0TDCT flagship and the A-class SUV Damai X5, it also launched four pure electric vehicles such as Cloud 100, Sesame E30, E200A and E200B.
The product strategy of the market has enabled the above three car companies to achieve rapid growth in the second half of last year and the first quarter of this year. Taking Zotye as an example, in the first quarter, its new energy pure electric vehicle production reached 3,702 units, accounting for 29% of domestic electric passenger vehicle production, while the SUV's growth rate was as high as 215%.
With the help of the Internet boom, independent brands are also accelerating their attempts at smart and connected technologies. On the eve of the auto show, Jianghuai released a smart 1.0 technology platform supported by information technology, car networking, intelligent control and active security, covering the top ten technical directions. In the future, it will continue to upgrade this platform to meet consumers. The need for in-vehicle interconnection and intelligence. Chery also showed the third generation of the ant @ANT3.0 concept car, which is positioned as a "personalized urban public transportation system", trying to achieve the convenience, safety and low cost with the features of intelligent car, wireless charging and home interconnection. Travel, innovate the future urban transportation model.
Core competitiveness still needs to be improved. According to industry insiders, it can be seen from this auto show that joint ventures and foreign capital are accelerating the entry of new energy and small and medium-sized SUVs in the accelerated deployment of self-owned brands, and prospects including smart driving. In the technical field, foreign brands have a first-mover advantage. Therefore, in order to occupy the automatic in the future competition, independent brands must also have more forward-looking technical capabilities.
In this regard, there is a view that compared with joint ventures and foreign brands, independent brands are not inferior to the first two in terms of recognition and acceptance of new concepts and new technologies. But the only downside is that from the concept to the landing level, its own research and development and manufacturing capabilities still need to be improved.
For example, new energy, encouraged by the policy, last year to the first quarter of this year, the new energy market has been in a state of rapid growth. In 2014, China has become the world's largest new energy vehicle market. However, apart from this glamorous appearance, China's independent research and development capabilities in the core components of new energy are still quite weak. Taking the battery as an example, before this, because the lithium battery manufacturers did not foresee the demand of the entire power battery market, the result was insufficient battery supply, which directly led to the shortage of capacity of the front-end new energy vehicle manufacturers. According to a long-term study of lithium batteries, the reporters of the "First Financial Daily" reported that although there are more than 100 power battery manufacturers in China, they can produce power batteries for new energy vehicles. About 10% of the fast-growing new energy vehicle market actually maximizes the benefits of multinational battery manufacturers.
When the Internet as a trend swept the automotive industry, some people in the industry also pointed out that in fact, the Internet has only changed the thinking of car companies in marketing. For a technology-intensive industry such as automobiles, the Internet is still a traditional innovation in technology research and development. Breakthrough, trying to achieve a corner overtaking through the concept is just a less realistic assumption.
Therefore, fundamentally speaking, independent brands must take advantage of new energy and new concepts to gain an advantage in future market competition, and still have to fill the core shortcomings in the traditional field.

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