In the circle of old friends, there has been news recently that Huawei is preparing to get involved in the “building a car†field. The important thing is to emphasize that instead of providing services as a core supplier, it intends to use the power of the foundry to launch its own brand in the future. Automotive products.
If Huawei makes a car, would you buy it?In addition to those unreliable "financing PPT solutions" car projects, more and more Internet giants, including communications giants such as Huawei, may also include companies that share travel, are very serious to consider "making cars "This, why?"
Because the car is the biggest consumer goods! It is also the most important part of the five elements of “clothing, food and shelterâ€.
Multinational auto giants with huge volumes and selling millions of new cars a year, as well as their joint ventures in China, often show disdain for these so-called “outsidersâ€. Because the existing car manufacturing field, the threshold is too high, even if the investment of huge sums of money, the technical team of thousands of people, may not create a car with price and performance competitive advantages, while at the same time safety and reliability .
First, behind the scenes push: Who is the "disorder" of restlessness!But outside of these multinational auto giants, there is a "disorder", but in the past two years, it has begun to play an important role as a promoter. It lobbied barbarians outside the auto field and told them that it is not difficult to build a car. From design to production, from training and quality control, it can be done all. It does not pursue its own car brand, OEM, OEM, engineering, engineering, all problems, the world can not find The second one can solve!
Recently, the old man has heard that it is screaming at the outsiders who have ideas to build a car, or intend to enter the automotive field. They vowed to say: "I can provide a full service, full service!", "Design? No problem! No problem! Foundry? No problem!"
That's right, this is behind the scenes!
You are not mistaken! This is Magna (MAGNA), which has 294 factories worldwide (more than 40 of which are in China), and 87 component R&D and sales center parts giants are shrinking due to overcapacity in the global traditional auto OEM business. Under the circumstances, I hope to "fudge" China's cross-border "golden masters" as soon as possible, and devote themselves to the new energy, intelligent, Internet car manufacturing tide.
If Magna insists on doing this in the future, it may stand on the opposite side of most traditional car manufacturing companies because it is fostering “new forcesâ€!
However, as an important global parts supplier and OEM, in the face of global overcapacity and shrinking traditional automotive OEM demand, Magna must be laid out in advance, this is a survival problem, the next generation of consumers will also buy traditional Is the car brand account? Perhaps, a brand new brand like Tesla gave Magna more confidence to gamble on the future.
Unlike the models of Weilai and LeTV, Magna does not want to stand directly on the opposite side of traditional car manufacturers, but hopes to hide indirectly, through multiple modes of cooperation, in those who may become the next GM, Volkswagen or Ford. The "pushing hands" behind the new energy vehicles and intelligent car giants.
Traditional auto companies can ridicule these "Internet, electronic products outside the door" do not understand the know-how of car manufacturing, but no one dares to laugh at Magna easily, isn't it?
Magna has both involvement and layout in the vast majority of vehicle design, manufacturing and core components. The only thing missing is the “internet thinkingâ€, “user-oriented†and a lot of cash input from these Internet giants.
Second, no risk, very tempting cooperation!Although companies like Huawei will face the media, they will deny that they will build cars in the future, or launch their own brand of car products. But as product suppliers and service providers, they have a large number of users in their own fields, and through their own products and services, have established enough brand trust and appeal to users. Apple did not deny that it intended to build a car, Baidu did not, but they hope to create a completely different product, the so-called subversion of the user experience products.
For Magna, this is a sale that won't lose money! Huawei and Baidu are all potential customers and the key targets. As long as you have money and ideas, what Magna has to do is to help you achieve these things. From concept design to final product production, you don't need to study all aspects of the automotive manufacturing field, you can concentrate more on the team and energy. In those most competitive links. Even if it fails, Magna has no loss, because the traditional car manufacturer's customer base can't afford it. These new customers, even if one or two are successful, can be considered as the future.
This kind of thing, Magna is not the first time in China. For example, before seeing such a brand new car brand, you can see Magna in the back, covering all fields, everywhere. Just looking at this customer did not bring the expected return to Magna.
For the laymen of Huawei and Baidu in the field of automobile manufacturing, Magna is also a godsend. No multinational vehicle manufacturing giant will position itself in the role of technical support, service and business to cultivate potential competition in the future. opponent.
Third, the future changes: the traditional car companies face the back of the enemy?In the battle for future car users, in addition to the familiar traditional automobile giants, there are several important players. The Tesla model has brought out followers such as Weilai and LeTV in the Chinese market; Apple and Google’s peek into the automotive sector has also attracted followers such as Baidu, Tencent and Ali; Uber is eyeing unmanned technology and hopes to reduce operating costs. In the Chinese market, Didi will also pay attention to this direction, and even hope to have Designed to share automotive products that match the economy of the car.
Different from traditional automakers, these new entrants have a large number of users and strong brand appeal, and their products penetrate into all aspects of the life of the new generation of consumers. Behind the new participants, there are intricate equity relationships. With the power of capital, they can dare to break through and gamble more than traditional car companies.
While traditional car companies are investing huge R&D expenses, they must also ensure the stability of their existing traditional car business cash flow and profits.
One is a gold master who is lightly loaded, and the other is a housewife who is cautiously faltering.
If Magna successfully becomes the driving force behind these new barbarians, it will also trigger a new round of changes in the global parts and components field. The traditional automobile manufacturers will also reduce their ability to control the parts giants. At the same time, the parts giants will The integration will be further accelerated. The traditional auto giants have to spend more energy and even money to ensure the safety and stability of their huge parts supply chain system.
Traditional car companies may face a very embarrassing situation: to fight against the brands of these barbarians on the front of the battlefield, the backyard must always stare at their parts system to betray or mess. Undoubtedly, if Magna's attempt is successful after five or ten years, the chain reaction may change the pattern of the global automobile manufacturing and parts systems.
Therefore, the friends of the traditional car companies, before dealing with those possible subversives, think about how to deal with such "disorders" and "behind the scenes" such as Magna, it is more terrible than those outside the Hanjin masters. ,Is not it?
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