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“In 2010 and 2011, we mainly relied on personnel in the company’s internal and new energy automotive industry chain to digest the total of 1585 JAC electric vehicles.†Gang Gang, Deputy General Manager of Anhui Jianghuai Automobile Co., Ltd. (hereinafter referred to as JAC) The reporter said that at the end of the “Twelfth Five-Year Planâ€, Jianghuai New Energy Vehicle plans to reach an industrial scale of production capacity of 100,000 vehicles.
With the realization of this dream, Jianghuai began exploring the model in 2010 and formed its own business logic: "direct sales + vehicle rental."
The targeted sales model is its focus. This model, which is strictly called the left-handed and right-handed model, promotes the sales of new energy vehicles. The implication is that through the new energy industry chain, including battery and electronic control and other industry professionals to promote JAC R & D of new energy vehicles, and then touch the private sector consumption.
It is also the use of targeted sales, charging piles can be relatively quickly in the industry to promote the completion of construction in Hefei, to ensure that the charging infrastructure is relatively complete.
In addition, after the promotion in 2010 and 2011, Yan Gang also understood that a user’s performance was not active, but mainly depended on passive promotion to complete sales, but Yan Gang still had full confidence in the private market.
From the beginning of 2012, JAC officially started to face the market and plans to sell 3,200 units.
JAC has been active in the new energy passenger vehicle market and has achieved certain results. An important factor is the low sales price.
"The price is directly related to the battery." A person in the battery industry, who did not want to disclose his name, told the reporter that the Jianghuai electric vehicle has a shorter driving range and does not require a large number of batteries. Second, the battery There are also problems with performance, and the replacement frequency is faster.
In addition, the development of new energy vehicles is still highly dependent on government subsidies. With the completion of the "Ten Thousand Cities" project, JAC is also looking forward to the introduction of a new subsidy policy.
If all goes well, Yan Gang said that the new platform of electric vehicles will be announced in November 2014.
"Targeted purchase" mode life expectancy
The "targeted" sales circle is too small to profit.
Accompanied with the launch of “Ten Cities in Thousand Cities†in 2009, JAC opened the first generation of new energy vehicles in 2010 and successfully sold 585 units in the same year. In fact, this is not a true market sale because 585 vehicles are sold in the new energy automotive industry, mainly including the JAC Automotive Group, battery and key technology core companies, and the State Grid Corporation of China.
In 2011, this was also the case. The second-generation sales of Jianghuai New Energy Vehicles for the entire year were 1,000 vehicles.
“This is our “directional modelâ€, in fact, this is more relevant certification for the new energy automotive industry chain. Through this related certification, we can understand new energy vehicles more thoroughly, because the use and research and development can interact to effectively solve the problem. Zhang Xinhuai, head of product department of Jianghuai Technology Center, told this reporter.
Of course, the "targeted" sales circle is too small to be profitable. One argument in the car industry is that 50,000 units will be sold annually to maintain capital, while more than 100,000 units will be profitable.
It is precisely because of this that JAC has a data-based sales plan for new energy passenger vehicles: The production and sales capacity of new energy passenger vehicles at the end of the “Twelfth Five-Year Plan†reached 100,000 units.
However, it is not sustainable if the “directional purchase†model has been adopted. The real consumer market is still in the broader private market.
Therefore, starting in 2012, Jianghuai began to really touch the private market and plans to sell 3,200 units.
“At present, we have already invoiced customers to about 2,600 units.†Yan Gang said that the deadline for the entire plan is March 2013.
From a purely quantitative point of view, sales of JAC's new energy automobile passenger vehicles have indeed ranked first in China in 2010-2012, but the quantity does not prove that the private consumption market of passenger cars has already broken ice.
"In fact, the real private purchase is still a very small number, or more dependent on the "directional purchase." "An insider of Jianghuai who declined to be named told this reporter."
However, Zhang Xinhuai’s assertion is that “the proportion of “targeted purchases†is declining. As the products become more mature, the models will be more diversified. The proportion of government procurement, vehicle leasing, and genuine private car purchases has increased. â€
It is understood that Jianghuai joint local battery manufacturer Guoxuan launched a "vehicle rental", the Chengdu government purchased 220 units in 2012 as a government public car, Hefei also invested 500 units as a taxi operation, Hefei Jianghuai 4S shop It has also been sold privately and sporadically.
It is not difficult to see that Jianghuai currently relies mainly on local Hefei, and Hefei local also provides a relatively complete infrastructure.
At present, Hefei has built 8 large bus charging and switching stations, 2000 electric car charging piles and 10 maintenance service stations.
"Therefore, charging in Hefei is not a problem for our car at all." Zhang Xinhuai told this reporter.
Zhang Xinhuai also said that in fact, there are two kinds of charging cables in the car, which can be used not only for the charging of the National Grid charging point provided by Hefei, but also for charging with the home 220V air conditioning outlet. Each vehicle is equipped with a simple charging pile for installation by qualified users.
"Loss without relying on subsidies"
The "Ten Cities Thousands" project has ended, which means that the subsidy policy after 2013 will change.
In fact, in addition to the "direct sales" model, JAC's sales of new energy passenger cars can take the lead among similar automakers. One reason is that the price is cheap.
"Jianghuai New Energy passenger car price is 75,000 yuan." Yan Gang said that this is the price after the subsidy.
It is understood that JAC's subsidies for new energy vehicles consist of three parts. The first part is the national subsidy according to the battery power. According to the State's subsidy of 3,000 yuan per battery, the new Jianghuai Electric Vehicle can receive a subsidy of 57,000 yuan; the second portion is a subsidy of Hefei City Government of 10,000 yuan; and the third part is for the enterprises themselves.
It is understood that in November 2012, JAC received a subsidy of 110 million yuan for the demonstration and promotion of new energy vehicles.
" Of these, 27 million are the balance of the 2011 subsidy." Yan Gang said that in accordance with regulations, the Ministry of Finance will generally make up the remaining 30% of the last year's subsidy balance.
Yan Gang told this reporter that Jianghuai should receive a subsidy of 180 million yuan in 2012, and the remaining 30% will be filled in later in 2013.
In fact, the availability of subsidies is crucial for companies.
"Because subsidies are in place, we will not lose money. If we do not rely on subsidies now, we will lose money." Yan Gang said.
In addition, it is worth mentioning that the selling price of 75,000 yuan is only local to Hefei, and other places cannot get this discount. For example, 220 units purchased by the Chengdu government in 2012 are still purchased at the original price.
"But after they are on the card, they can apply for subsidies from the country." Zhang Xinhuai said.
At present, the “Ten Thousand Cities†project started in 2009 was completed in 2012. This also means that the subsidy policy after 2013 will change, and JAC is still in a wait-and-see state.
At the same time, Yan Gang believes that the trial industrialization of new energy vehicles will have to undergo four stages of introduction, incubation, development and maturation. “At present, China is in a period of double cultivation of technology and market and a strategic opportunity. It is expected that It will enter the development period in 2015. The sales volume will reach 250,000 vehicles.
"Therefore, the national policy subsidies should be continued in a certain period of time. Because the cost of new energy vehicles is very high now." Yan Gang said.
Even if there are some changes in the subsidy, Yan Gang still has a set of own logic for the operation of 2013. "We will take more government demonstrations, strive for government procurement to lead small customers, break through private purchases, and ultimately create a purchasing capacity in the private sector."
Battery performance problems to be solved
The battery factory has a lot of "non-normal" inventory.
No matter how active the external stimulus is, for new energy vehicles, everything still has to return to the safety and performance of electric vehicles. This is also the most important factor that determines whether or not consumers can really open the door to consumption.
In general, the electric vehicle battery needs to solve three problems: long mileage, small size and weight of the battery, safety, and the price can be accepted by consumers and it is convenient to charge.
“The reason why JAC's electric vehicles can be very cheap is that they have a relatively large relationship with the batteries they use.†A battery industry official who spoke on condition of anonymity told this reporter.
It is understood that the battery capacity of the latest generation of electric vehicles in Jianghuai has been increased from 15kWh to 19kWh, and the urban driving range has been increased from 100km to 130km. It takes 8 hours to fill, and you can use it with your device.
By comparison, the driving mileage of Jianghuai Electric Vehicles is not superior to other domestic pure electric vehicles.
In this regard, JAC believes that the length of the driving range depends on the market conditions, because JAC targets its sales target to people whose daily life radius is approximately 15 km to 20 km.
In addition, after the electric vehicle comes into sight, whether there are domestic or foreign, the spontaneous combustion of electric vehicles is in an endless stream, and the final investigation results generally point to the insecurity of the battery.
Yan Gang stated that as of now, 1585 JAC pure electric vehicles of the previous two generations have traveled 11 million kilometers, and the mileage of bicycles has exceeded 70,000 kilometers. No safety accident occurred.
However, the aforementioned person who did not wish to disclose his name told this reporter that, even so, the frequency of replacement of batteries used by JAC's electric vehicles will be higher, and the battery factory also has a lot of “non-normal†stocks.
An internal JAC employee, who asked not to be named, told this reporter that “there were some problems with the first generation of batteries, such as heat dissipation, which was later tracked in this area.â€
The employee also stated that because the current electric vehicles are based on the existing fuel vehicles, the performance of the vehicles is more or less problematic. In the future, JAC will develop the chassis and the entire motor system on a new dedicated electric vehicle platform, which will improve its performance.