In 2020, the automotive industry has had fear, lost, but also uncertainty, uneasy, perhaps only in this farewell and newborn intertwined, can see hope.
"Guangzhou is five seasons, in addition to spring, summer, fall and winter there is a messy season, the weather is random temperature is also random, you see outside, wear what all." On the way to the Pazhou Convention and Exhibition Center, the drip master opened the air conditioning while pointing out the window, said.
At the closing moments of 2020, Guangzhou is exerting itself to radiate the last remnants of heat, trying to warm up the land that has been shrouded by winter for years, or at least look as prosperous as her name suggests.
As the last major auto show of the year, the Plaza Auto Show shoulders the heavy responsibility for China's auto market to carry on and start from here, from here, China's automobile is about to say goodbye to the "scale growth" of the "13th Five-Year Plan" period, and enter the "14th Five-Year Plan" period, which is the first time for China's auto industry. The "14th Five-Year Plan" period of high-quality development of a new stage. The word "new" has also become the main theme of this year's auto show.
People are always accustomed to looking forward to a better tomorrow at the end of the show. Before welcoming the "new science and technology, new life, and new era", all of us should learn to say goodbye, learn to accept the uneasy emotions that are stepping forward on the eve of dawn, and learn to objectively look at "them" who are heading for a lost path amidst all kinds of uncertainties. "They".
"No highlights may be the biggest highlight of this auto show", "Maybe it's a good thing that the auto show is really not as tiring as it used to be, and I'm actually very comfortable in this state", "There really aren't any impressive There's really nothing memorable about it."......
It's true that from the moment the auto market stopped growing at a rapid pace two years ago, the media, accustomed to a busy schedule, began to put the word "cold" on their lips. As a witness, participant and recorder of the automobile industry, the auto market and auto shows should not create a "killing" atmosphere, but rather a more rational attitude towards China's automobile market, looking for upward force from the gap, to find the fog to guide the direction of the dawn of the discovery.
The auto show has more than just "cold"
7:30 in the morning, the entrance to the Pazhou Convention and Exhibition Center has been a long line, the former busy and lively in this crowd began to rise up.
At this year's Auto Guangzhou, although the total number of cars on display is up to 980, more than 200 more than at the Beijing Auto Show, there are only 38 world premieres and 20 concept cars, which means that there are very few heavyweights with news attributes, and the vast majority of products are for end-sale.
Unlike in the past, from the first day, whether it is a joint venture brand luxury brands or independent brands, in the conference has just ended, from the Guangzhou city 4S store sales will hold ipad on the booth.
"From more than a week ago began to prepare, a lot of sales we will be pressed to the auto show up, in general there will be a variety of activities, we also want to consumers a little more favorable. Last week we will be ordering a single I also let customers wait until the auto show and then come over to see." The salesman from Buick's booth introduced to the show.
"Today, Buick did not have a launch event like other brands, but our sales were there early, and there will be an event tomorrow, and there will be some kind of modeling and T walk tomorrow." Indeed, in addition to a few licensed media scattered, there is no launch of the Buick booth appears to be a bit less popular, coupled with the larger booth area looks even more cold.
"We don't worry about it, after all, today is usually the media, the supervisor also told us, try to cooperate with the line, after the public day is the big battle."
Not only Buick, including FAW-Volkswagen, SAIC-Volkswagen, Volkswagen imports, including the whole of Volkswagen China did not have a decent launch. Except for Jaguar Land Rover, Hall 6.1 is almost full of brands from the VW lineup - Volkswagen, Jetta, Skoda - and if there's a map of hotspots for human traffic, then Hall 6 on Nov. 20 is definitely not the reddest one.
While the ID.4 CROZZ, ID.4 X, the new CC Hunter, the Touareg eHybrid, the Touareg X, the new digital Golf, and the Weiran are enough to dazzle people, only the new CC counts in the theme of the show's "new" meaning. But when consumers walk into the Pazhou Convention and Exhibition Center to vote with their feet, the reality will let the outside world know why Volkswagen's footprint is always the largest.
A day later on the day of the professional audience, stayed on the scene to make up for the media sighed: "Volkswagen may be the country's indestructible faith."
There are plenty of brands without launches, but some may not have been as lucky as VW and GM. "No launch is busier than having a launch, there are a lot of new friends and old friends coming, communication and reception is still necessary." Dongfeng Yueda Kia's staff to BC reporters. Indeed, after the K5 Kia's new products will have to wait until next year, in this year's Guangzhou Auto Show, how to promote the sales of existing products is the direction of their efforts.
The postponement of several major auto shows due to the epidemic has inadvertently disrupted the communications rhythm of some brands, who are just trying to sell more cars at this point in time, and it's worth noting that two of the biggest-selling brands in China coincidentally chose to do the same thing, as did Volkswagen, and as did General Motors.
They know exactly what they want, and no matter how much ink is used to try to label the show "cold," when the curtain falls, sales will explain it all.
Some people leave, some come on the waves
The missing launch, the missing brand, when the show is no longer busy, the so-called "cold" will also come. But for Chen, this year's show was particularly busy.
"We are responsible for Jaguar Land Rover booth construction this year, that side of the several is to help, but also by the day to pick up. Overtime an hour more than 30," in the day before visiting the exhibition hall, back and forth exhibitors caught our attention.
"Previously did do some of the sign this time also did not see, this year do not know why, do what all feel very rushed, fortunately, the pay is up a lot, also counted not white tired."
As Chen said, more and more brands disappeared from this year's Guangzhou Auto Show, Renault, Lifan, Zotye, Cheetah, Mustang, Hanteng, Haima, these past regulars on the show, has been quietly away. From the Beijing Auto Show, JAC has begun to exist in the name of Sihao on top of the auto show, and it will be difficult to see JAC figure thereafter.
Besides the weak independent brands, the new car-making forces are also experiencing a reshuffle, and the auto show is the best test for the new forces. Prospect, Sailin, Baiteng, Yangtze River, once how noisy now how silent, and survived the enterprise also began to know how to cherish. In the camp of the new car-making forces, there are only Azure, Ideal, Xiaopeng, Weimar, Gaohe and Zero Run.
It should be noted that, compared with the wealthy and powerful traditional enterprises, they all just occupy a horizontal or vertical block of tofu in the pavilion, and are isolated in a corner.
"I can't leave, this year the walkie-talkies are issued, have to always guard this side of the booth, just to prevent someone from pulling a banner at the auto show, this year, spontaneous combustion are burned out of the shadows." A new power staff said helplessly.
Whether it is a traditional car company or a new force, their departure from the cliff in the sales statement has begun, from the court documents in arrears of wages has begun, and even from that flashy PPT has long been doomed. Elimination in the brutal market competition is like natural selection.
In the sadness of remembrance, we should see in the elimination of the domestic automobile market is the process of optimization and integration, and the debut of the later, but also gives the automobile industry more possibilities.
At the Beijing Auto Show, Huawei's "ambition" shocked domestic and foreign auto suppliers. At the Guangzhou Auto Show, KDDI decided to take the lead. One day before the opening of the auto show, Tech Data Xunfei officially announced "Flying Fish OS?MATE2021", "Flying Fish Intelligent Assistant MM2021", "Flying Fish Intelligent Cloud 1.0", three core Telematics system solutions. Three core Telematics system solutions.
Liu Junfeng, vice president of KDDI and general manager of the Intelligent Vehicle Business Unit, gave a set of ten-year data on KDDI's automotive business, which clearly shows that KDDI has completed the delivery of 1,200+ front-loading projects, more than 90% of China's joint-venture & independent brands of passenger cars using KDDI products, and more than 25 million in-car intelligent products shipped.
Like Huawei, KU Xunfei is targeting an incredibly important part of the automotive aftermarket. It is a "new technology" also represents a "new era", compared to the elimination of marginal car companies, their rise is extremely important for the entire automotive industry.
In the new wave of digitization, intelligence and electrification, if Chinese companies can become an integral part of the supply chain of the new era of the automotive industry, the phrase "bend the road to overtake the car" is not just an imagination, but a real landing point.
Some people leave, some people come on the wave, in the Guangzhou Auto Show stage, "resignation of the old and welcome the new" play is constantly staged, back too much, will inevitably not see the road ahead to go.
Architecture battle
Volvo invited new singer Brilliance to give a good interpretation of its first all-electric car, but the result was a sea of people who could call Volvo's new product by its name, and not many of them did. That said, Brilliance's presence at the show did add a lot of color.
Together with the presence of celebrities such as Yuan Shanshan, Zhang Weili and Liu Xin, the show's flavor has come back a bit, even if it wasn't as spectacular as it once was.
About the flavor of the familiar system, in the BBA's booth may be able to taste a little more, they are almost the most willing to "stick to the stereotypes" of the brand, in addition to Mercedes-Benz in order to the release of the new Maybach in the exhibition of some of the innovations, BMW and Audi is still the same as ever in the step by step. Coincidentally, BMW also unveiled the iX3, an all-electric vehicle."
The word "new" in "new energy" inadvertently echoed the theme of the show.
Yifeng and Guangfeng's over-the-top double-yolked egg, so that the already incredibly competitive joint venture brand intermediate car market to add another fire, but perhaps for the "new energy" three words of the understanding of the differences between the Honda and Toyota China market in addition to hybrid models have not launched a decent product, the new come up with the oil to electricity double points redemption The product is not even willing to use the Honda LOGO, to joint venture independent Siming "self-deception".
It is worth noting that the same as the host of the host wind Nissan but in the new energy transition to give the greatest sincerity. In addition to the original pure electric Hennessey, the Ariya, a pure electric crossover model that has already been unveiled in Beijing, occupied the C position on the stage at the show. The cherry blossomed booth also seems to imply that Nissan is counting on the Chinese market to start looking for a new spring.
For independent brands, new energy is the most important part of the purpose of "overtaking", regardless of whether they are bending or changing lanes. As this Guangqi Ean's independence, SAIC R brand of independent exhibition, Changan re-charge high-end UNI-K ...... Chinese brands began a new round of the road to the attack.
From the example of Link and WEY, technological breakthrough is an indispensable part of the brand on the offensive, want to "new energy" as an entry point to test the waters of the brand upward again, the technology is not to bypass a hurdle.
So, in the interviews at the show, "architecture" and "platform" became the most mentioned words. FAW Pentium's FMA architecture, GAC Transmission's Global Platform Modular Architecture GPMA, Great Wall's Lemon Platform, Tank Platform, Pure Electricity ME Platform, Geely's CMA Super Matrix, SEA Vast Architecture, and Changan's "Ark" Architecture......
"It just sounds awesome, but to be honest even if you go into the factory, it's hard for me to see the technical barriers behind these difficult words for autonomous brands. The gimmick effect is bigger than the technology." Talking about the topic of architecture, a media colleague said bluntly.
Really, it seems that overnight, all the technology of the independent brands have realized a big leap forward, in the architecture of the platform is quite a good look. Whether that's true or not, it's safe to say that after the Guangzhou Auto Show, words like these will only grow in number. Perhaps, at some point in the future, product comparisons will also include architectural platforms.
In 2020, the automotive industry has been fearful and lost, but also uncertain and uneasy, perhaps only in this farewell and newborn intertwined, can see hope.
Wen/Yunjie Huang
This article comes from the author of the automobile home car, does not represent the views of the automobile home position.