Unconsciously, new energy became the "explosion point" of Geely 's .
On October 10, Geely Auto disclosed the latest sales data for September 2022: a total of 130,500 new cars were sold, an increase of about 26% year-on-year and about 6% month-on-month. Among them, the penetration rate of new energy continued to exceed 30%, reaching 39,227 vehicles, a month-on-month increase of about 4.6%. Some media commented that 130,000 vehicles not only surpassed SAIC Volkswagen and SAIC-GM , but also after the outbreak of new energy, ushered in Geely's best September.
Reflection and results
Early new energy can be regarded as a thorn in Geely's heart.
In 2021, Geely has won the sales championship of its own brand for five consecutive years.
However, entering the era of new energy vehicles, this independent big brother has always had a "confidence": in 2021, Geely's new energy vehicle sales were 100,000 units, a year-on-year increase of 47%, and , but only accounted for 7.5% of the total sales. and BYD rose in this year, selling 603,800 new energy vehicles throughout the year.
In fact, this embarrassment lasted for a long time.
As early as 2015, Geely Auto proposed the new energy vehicle development strategy - "Blue Geely Action". At that time, Geely's goal was to "selling new energy vehicle vehicles in 2020 accounted for more than 90% of the overall sales ."
However, on the 2020 report card, this vision became a laughing stock in the industry: this year, Geely Auto sold 1.32 million vehicles, and new energy accounts for only about 5%.
"As a local car company, Geely realized that new energy is the general trend, but this awareness has not been directly converted into a leading advantage. Whether it is the Dihao EV, geometric A or Maple Leaf 30X, they are all oil-to-electric works that lack sincerity, and they cannot support Geely's ambitions in the era of electrification."
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In 2016, Geely became the annual sales champion of new energy with oil-to-electric models such as the Dihao EV and Dihao GSe.
But in the following years, Geely misjudged the situation: from 2017 to 2018, competitors such as GAC, BYD, and Great Wall successively launched pure electric platforms, and Geely still devoted a lot of energy to "oil to electricity". , relying on the "oil to electricity" strategy for a long time, not only did it not help Geely grab a bigger cake, but instead made the market question Geely's determination and technical level of transformation.
20, among the top 10 sales rankings of domestic new energy vehicle brands, Geely's brands were not on the list.
In February last year, Li Shufu admitted the failure of "Blue Geely Action 1.0" with a ten thousand words speech. But he believes that this is not a mistake in the strategic direction, nor is it a failure in strategic execution. Rather, the historical opportunity has not been ripe and external strategic conditions have not been formed, and such failure examples are everywhere. We don't have to be upset about this.
While reflecting on the failure of the first blue action, Li Shufu put forward the grand strategy of "Two Blue Geely Action Plans".
Action Plan 1, focusing on energy conservation and new energy vehicles. Among them, 90% are new energy hybrid vehicles, and about 10% are traditional energy-saving small-displacement car ; Action Plan 2 focuses on pure electric smart cars. Establish a brand new pure electric vehicle company to participate in the competition in the smart pure electric vehicle market.
For Geely, all in new energy, has no way out.
Undervalued outbreak
2022 is the year of the new energy vehicle explosion that Geely Auto has set.
html In September, Geely's new energy vehicle penetration rate continued to remain at a high of 30%, among which the year-on-year sales of pure electric vehicles increased by as much as 332%.In fact, since March this year, Geely's new energy penetration rate has increased month-on-month for six consecutive months. According to statistics from the China Passenger Car Association, Geely's new energy sales increased by 398% year-on-year in the first half of the year, ranking first in the domestic brands.Last year, Geely's new energy penetration rate was only 7.5%.
has such a strong momentum, which is somewhat surprising, but the "rebound" of is also expected.
Among them, Geometry's "contribution" is particularly prominent: from January to September this year, Geometry brand's cumulative sales volume was 104,252 vehicles, a year-on-year increase of 234%.
"The explosion of Geometry brand is the primary reason for Geometry's repositioning: focuses on the mass market. Since cannot do business within the fifth ring, it simply turns out to the fifth ring." It is reported that from Geometry EX3 and Geometry E, Geometry has directly set the new product below 100,000. "
In addition, Geely will join hands with Huawei to create the "ultra-electric digital cockpit" developed based on Harmony OS for the first time, and launch two new cars, G6 and M6 in the second half of the year.
geometry focuses on the mass market, and high-end pure electric is handed over to Jikr .
Jikr is the king of Geely Automobile's new energy. It is not only the product of the two ace architectures of Haohan Architecture and GEEA 2.0 electronic and electrical architecture, but also the choice for the enterprise transformation track. Since its release, Zeikr has achieved the average order price of Jikr 001 335,000 yuan has upgraded Geely's product segment to a new high-end segment. Some time ago, Geely's "spending" 200 million to upgrade 8155 also made Geely emerge instantly.
It is worth mentioning that this year, Geely also planned an MPV to continue to drive the overall sales of the brand. This car is regarded as a key model for the upward breakthrough of the brand's value. One of the highlights is that this car will become the first mass-produced model equipped with CATL Kirin batteries.
In addition, Geely's new energy layout also includes the launch of the "Thor Hybrid" series, increasing the proportion of new energy vehicles through hybrid models, and establishing Ruilan Automobile with Lifan , focusing on the battery swap mode.
In the short term, the product is set The growth momentum of Geely New Energy is still there, but from a long-term perspective, the "oil-to-electricity" problem of geometry, the expensive Zekr is destined to be unable to "trade volume", and Ruilan relies on the attributes of the B-end, and whether it can successfully switch to the C-end market, etc., may not be able to support Geely Auto's sales in the long-term fierce competition in the market.
At present, many industry opinions use to "show the turnaround momentum" to describe Geely New Energy's performance this year.
However, this may only be the answer given by Geely in the change of new energy, and for this old car company, the road to turning the new energy still has a long way to go.
