Unconsciously, Zotye has disappeared in the automobile market for more than a year, and recent indications show that this marginalized brand is accelerating its return to the automobile market. I don't know whether to celebrate its return or to be disappointed, because Zotye, once attacked by plagiarism, makes people sneer. Now that I have returned to China, will I "return to my old job"?
Raise 6 billion yuan
Zotye wants to return to the market
Since last year, Zotye Automobile has basically disappeared from the market due to the exhaustion of liquidity, bankruptcy and reorganization, and the suspension of vehicle production. After the completion of this reorganization, the new actual controller, Huang Jihong, succeeded Ying Ren Jian and Xu Meier. He urgently needs to reverse the company's operating conditions and give the market an account of the relevant commitments made during the restructuring.
/kloc-on the evening of 0/0, ST Zhongtai announced that after the company's restructuring, it hoped to seek help from the capital market and planned to raise no more than 6 billion yuan. After deducting the issuance expenses, it will be used for the development of new energy intelligent networked vehicles, R&D capacity improvement projects, channel construction projects and supplementary liquidity.
Undoubtedly, Zotye Auto, which has returned this time, is also aiming at new energy vehicles. Of course, this is also the consensus of most marginalized car companies, and new energy vehicles seem to be their last straw.
In 20021year, although the domestic automobile market was affected by many epidemics, rising raw material prices and chip shortage, the production and sales of new energy vehicles still achieved double growth. The annual production and sales both exceeded 3.5 million vehicles, up by 159.9% and 157.76% respectively. The annual sales volume is equivalent to the total sales volume from 2018 to 2020, and the market penetration rate reaches 13.9%, up by 8.2 percentage points.
In the first three months of this year, the production and sales of new energy vehicles in China were 6,543.8+0.29 million and 6,543.8+0.257 million respectively, an increase of over 654.38+0.40% year-on-year, and the market share further rose to 654.38+0.9%.
The fast-growing new energy vehicle market may give Zotye a glimmer of hope. Therefore, Zotye Motor plans to invest 4.723 billion yuan to develop four new energy and intelligent networked passenger cars based on three platforms, including three pure electric large and medium-sized SUV models and one pure electric car model.
In addition to the big move of developing new energy vehicles, Zotye will also use new energy to create a brand-new brand for this redemption. It can be seen that Zotye is ready to do a big job this time.
In addition, it also mentioned in the announcement, "In recent years, due to insufficient cash flow, the company's operation is in trouble, and Zotye's brand power has been affected to some extent. The company plans to launch a new brand in the field of new energy vehicles. "
Zotye Auto does not seem to avoid the problem of weak brand power in recent years, but in the view of the horse-drawn car market, Zotye should face up to the fact that it is addicted to plagiarism and has no core technology.
Jianzhi new energy automobile
Can Zotye be rescued from the mire?
Nowadays, it goes without saying that the fiery degree of new energy vehicles in the domestic market is obvious to all. Therefore, new energy vehicles have naturally become a lifeline for many marginalized brands. Even joint venture brands with declining sales are planning to rely on new energy vehicles to return to the main track.
Therefore, the road Zotye is going to take now is actually a lesson from the past.
Among independent brands, BAIC New Energy is a typical example. Once, BAIC New Energy won the domestic new energy vehicle sales champion for seven consecutive years, but now the aura has long since faded, and the annual losses have made it difficult. The data shows that the sales volume of Beiqi New Energy decreased from 654.38+058 million vehicles in 2065.438+08 to about 20,000 vehicles in 2026.5438+0. As a result, its high-end new energy sub-brand extreme fox is highly anticipated.
In the creation of the Fox brand, BAIC New Energy is also extremely generous, and there are not a few large-scale marketing. However, not all investments have a return. In 20021year, the sales volume of polar fox was only 4993 vehicles, which was less than one month's sales volume of new car-making forces.
From June to April this year, the sales volume of polar fox was only 365,438+086 vehicles, less than one tenth of the sales target of 40,000 vehicles set at the beginning of the year. According to this trend, the possibility of polar fox achieving its sales target this year is almost zero. Not only that, the popularity of polar fox in the new energy market is still quite low.
This is still the status quo of Beiqi New Energy, which has been deeply involved in the new energy vehicle market for many years. Therefore, it is difficult for Zotye to return to the market through new energy vehicles.
In terms of time, the track of new energy vehicles has entered an era of all-round competition. Up to now, there are nearly 200 new energy vehicle manufacturers in China. According to the survey data of enterprises, the registration time of 150 is between 20 18 -2020.
In the past two years, Ranger, Lindsay, Baiteng, Future, Bojun Automobile and many other new car-making forces have been defeated. Even the new forces that have achieved mass production delivery, such as Weimar, Aichi, Du Yun and Xinte, are not optimistic. This shows that the competition of new energy automobile industry is not a simple competition of financial strength, but a competition of technology accumulation, direction breakthrough ability, short board completion ability and resource integration ability.
Of course, Zotye Auto is not without a glimmer of hope. After all, it has a long experience in building cars, and it is indeed one of the manufacturers who developed new energy vehicles earlier.
As early as 2005, Zotye Automobile began to invest in the research and development of new energy vehicles, and successively launched 2008EV, Yun 100, sesame E30, E200, Damai A3 and other new energy vehicles. 20 14 10, Zotye Cloud 100 went on the market, with a sales volume of 2,224 vehicles in the first month. In 20 15, zotye sold 22,900 electric vehicles, with a market share of 9.25%. In 20 16, zotye sold 32,800 electric vehicles, with a market share of 12.75%.
Unfortunately, new energy vehicles were not the audience at that time, and traditional fuel vehicles were the absolute main force of development. Most car companies only make a strategic layout of new energy, and Zotye Auto is no exception.
In terms of intelligent research and development, Zotye has also invested. In 20 17, zotye developed the first generation L4 intelligent driving "DEMO" prototype. On Zotye's latest model TS5 and other models, it is also equipped with L2-class assisted driving function. However, in the context of the rapid development of the automobile industry and the acceleration of technical iteration, it has been stagnant for a long time. After leaving the market, it is hard to say whether Zotye's technology can still compete with the current car companies.
Now, Zotye Automobile has reached the last stop, so we might as well abandon the past and tide over the difficulties. Maybe getting a foothold is not a problem. Of course, everything is only left to time, and it will give us an answer.