High technology and high brand barrier of new energy auto parts

2019-12-02 16:20:08

In the chassis, engine, transmission and other core parts, China automobile has long relied on foreign brands. After more than ten years of technology accumulation, the level of independent auto parts has been significantly improved, including the Great Wall, Chery, Chang'an and other mainstream automobile enterprises have independently developed core parts, and a number of models carried by them have also become popular.

"Because there are many problems and bottlenecks faced by independent brands, brand value and brand strength will lead consumers to think that you are a low-cost product, but in fact, it is not that we do not do well. More often, we need the cultivation and support of an environment.".

However, by supplying international automobile enterprises, Zheng Lipeng believes that the development of independent parts is ushering in a better market cognitive environment, "different from the early adoption of foreign suppliers to enhance the brand value of the whole vehicle, consumers are now more concerned about the product strength, rather than the number of big brand suppliers behind it.".

However, compared with the development mode of Bosch, Aisin and other international parts giants, the marketization of independent parts is not ideal. "If we can meet the sales volume of the great wall and expand it even more, our production costs and suppliers' costs will be reduced. After the cost performance ratio of products is improved, we will also provide great support for the whole vehicle." Said Zheng Lipeng.

Compared with the high-tech and high brand barriers of traditional fuel vehicles in the field of auto parts, new energy vehicles are regarded as a new starting line, or even an opportunity for independent brands to overtake in the corner. However, due to multiple factors such as unclear market orientation, not yet full explosion of new energy vehicles, and large volume of fuel vehicles, bee hive's products still adopt the development path for traditional fuel vehicles, hybrid, pure electric and other types of vehicle development.

The huge investment brought by the multi-faceted layout is also one of the main reasons to accelerate the marketization of bee hive. According to Zheng Lipeng, at present, beehive e-maker has been developing a hybrid structure with two gears of engine and one gear of motor for some new car manufacturers in its foreign business. It plans to put it on a + to B-class car platforms. In addition, it has also contacted many European car companies.