From now on, this factory will replace shotguns with cannons, introduce new energy vehicle production lines and technologies, and turn to produce new energy vehicles for Geely.
It can be said that this is the best destination of Changfeng Cheetah Changsha Factory.
For Geely, a brand-new energy brand "Maple Leaf" has just been released recently. At this time, the Cheetah Changsha factory delivered goods to your door, which just added a set of factory resources. In this case, it seems to be a perfect match.
However, don't forget that Geely's current production capacity is about 3 million vehicles, and the total sales volume in 20 19 was only 265,438+078,000 vehicles, which means that nearly 30% of the production capacity is idle.
Your capacity utilization rate is less than 80%, and the whole automobile industry is in a snowstorm. At this time, is it really good to host a cheetah factory with neither advanced technology nor word of mouth?
No skills, no reputation? What is the picture of the cheetah factory?
Whether the value of the Cheetah Changsha factory is worth hosting, we must first analyze the charm value of this factory.
Cheetah is a marginalized independent brand, with a sales volume of 86,000 vehicles in 2065,438+08 and only 33,000 vehicles in 2065,438+09.
Why can't cheetahs be sold?
First of all, they failed to live up to people's expectations: the pace of innovation is slow, the core technology is lacking, and the competitiveness of products is insufficient; Secondly, market competition has intensified, and a number of independent brands with relatively strong strength have emerged in China, such as Chang 'an, Great Wall, Geely and BYD. The two factors are superimposed, and cheetahs are naturally left out by consumers.
At present, there are six products of Cheetah, namely CS 10, CS9 and CS9? EV, Matu Mai Tu, hard-core SUV? Q6 and pickup cheetah CT7.
Since Yusheng, one of the ten cities in China, switched to the national six emission standards in July last year, some cheetah products were forced to stop production. It can be seen that cheetah's technology is so backward that it can't even meet the national six emission standards, and its factory production line is not competitive in the market.
Another thing that can be seen in the equipment of Cheetah Factory is the product quality, which is the reputation of the owner.
Car owners who buy cheetahs usually pay attention to cost performance and have no high requirements on product quality, but even so, complaints about cheetah quality are endless.
On che zhi. As of press time, there were 84 complaints about Cheetah cars in April alone.
Some car owners complained to the relevant media that the Cheetah CS 10 they bought changed a gearbox every year.
Judging from various complaints, the quality of Cheetah cars is really rough, and the factory equipment and technology are relatively backward.
Although Changsha Factory is a new project invested by Cheetah for energy-saving and new energy vehicles, CS9 produced from this factory? Judging from the market performance of EV, this production line is not advanced.
In fact, as early as May 438+February last year, it was reported that the four major production bases of Changfeng Group only retained Yongzhou base, Changsha base will be contracted and managed by Geely, Jingmen factory will be handed over to the government, and Chuzhou factory will be sold.
As a leader among independent brands, Geely Automobile's own production line can kill cheetahs no matter which one. Geely definitely despises cheetah's backward production line.
Perhaps because of this, after Geely took over the Cheetah Changsha factory, it was not used to produce traditional fuel vehicles, but to transform it and introduce new energy technologies to produce new energy vehicles.
In other words, Geely is willing to host the Cheetah Changsha factory, which shows the land and shell.
Because the products can't be sold, the cheetah has been in a serious loss since last year.
Although in the middle of 20 19, Changfeng group lowered the salary of its employees in order to tide over the difficulties, but this move did not work. Cheetah's capital chain finally broke completely, so it was blacklisted by some banks for risk investigation.
According to the enterprise survey, Hunan Cheetah Automobile Co., Ltd. has 6 pieces of information executed this year alone, with a total amount of more than 30 million yuan.
It can be said that the cheetah is now on the verge of bankruptcy.
When life is at a critical juncture, cheetahs must be eager to transfer their idle factory assets in order to have a chance. Geely shelved the Changsha factory at this time and was able to take the initiative to offer a good price that was beneficial to itself.
Has its own production capacity been surplus? Now is not the time to take over the idle factory.
Although we have the initiative and the price is reasonable, is it a good time to sell the cheetah factory at this time?
After hosting the Cheetah Changsha factory, Geely's plan is to use this factory to produce new energy vehicles.
Just a month ago, Geely just released a brand-new energy brand-Maple Leaf Automobile, which focuses on the low-end market.
Coupled with the original high-end new energy brands "Polaris" and mid-range "Geometry", as well as the long-distance buses and London electric vehicles under Geely New Energy Commercial Vehicle Group, it can be said that the layout is extensive, with high, medium and low-end coverage, and the production capacity naturally has to keep up with the pace.
In order to speed up the pace of seizing the new energy vehicle market, since 20 17, Geely has successively signed construction and production agreements for new energy vehicle factories, transmissions and parts industrial parks with Shaanxi Xi, Zhejiang Changxing County and Zhejiang Ningbo, with a total investment of over 100 billion and a production capacity of up to one million vehicles.
According to rough statistics, Geely has more than 20 vehicle production bases in more than ten cities in China, with a total production capacity of more than 3 million vehicles.
The official sales volume of Geely Holding Group in 20 19 was 2178,000 vehicles. Based on this calculation, the capacity utilization rate is only over 70% at most, and more than 20% of the capacity is idle.
Geely's own production capacity is inexhaustible, so what is the Cheetah factory doing?
Some people have analyzed that Geely is preparing for the coming of the future electrification era. Whether for energy demand, environmental pressure or the government's determination to develop new energy vehicles, electric vehicles will eventually replace traditional fuel vehicles and become the mainstream of the market.
However, we must see that the day when electric vehicles will unify the rivers and lakes will not come so soon. In at least ten years, the automobile market will still be dominated by fuel vehicles.
Before the distant future comes, the first thing we should think about is how to live the present well.
Geely has bought in buy buy for nearly ten years. With its forward-looking investment vision and strong management ability, its strength has been rapidly improved and it has become the most potential independent brand in China.
But Geely is by no means as beautiful as we look. From Volvo to Daimler, to Proton and Lotus, many acquisitions have made Geely's capital chain tighter and tighter, and the national treasury has gradually become empty.
On the other hand, the domestic automobile market has declined for two consecutive years, which has greatly reduced Geely's income. Its 20 19 financial report shows that Geely Automobile's total annual revenue was 97.4 billion yuan, down 9% year-on-year, and the net profit attributable to equity holders was 8 19 billion yuan, down 35% year-on-year.
The outbreak of sudden epidemic this year has accelerated the downward trend of the automobile market, and the Federation predicts that the annual sales volume will drop by more than 8%.
Although Geely stubbornly refused to lower the sales target of 65,438+0,465,438+0,000 set at the beginning of the year, it only sold 200,000 new cars in the first quarter, which was only 65,438+05% of the annual sales target. The goal of 1, 4 1, 000 vehicles is difficult to achieve.
In terms of new energy vehicles, although the China Automobile Association once again lowered the annual sales forecast of new energy vehicles to 654.38+0.4 million, the actual situation is even worse than the forecast.
Although the state has boosted the new energy vehicle market by delaying the subsidy policy for new energy vehicles and exempting the vehicle purchase tax policy, the actual effect is not satisfactory. In the first quarter, the production and sales of new energy vehicles decreased by 60.2% and 56.4% respectively, which was worse than the market (production and sales decreased by 44.5% and 43.3% respectively).
In this environment, at least 20% of Geely's own production capacity of 3 million vehicles will remain idle, and the newly acquired Cheetah Changsha factory has a production capacity of 6.5438+0.5 million vehicles, which is useless at all.
To take a step back, Geely hosted the Cheetah Changsha factory, which opened the prelude to the merger and reorganization of its own brands. In the next two years, there will be a large number of marginal independent brands selling themselves for survival, such as Huatai, Haima, Guanzhi, Zotye and Sotheby's. At that time, we will not only choose more, but also negotiate a better price.
Now that Geely has taken over the cheetah factory, it is obviously anxious. It is of little use, and it also increases the management fee. Why bother?
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.