TU-TESL

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After the old rival made in China ran out of "Shanghai speed", Jixing automobile finally announced a personnel change to change the status quo of slow halftime. On March 2, electric vehicle brand Jixing () announced that Gao Hong, a veteran marketing officer from Volkswagen Group (China), would replace Wu Zhenhao as president of Jixing China. As a brand of Tesla, Jixing has been independent for two years, but it still hasn't realized the large-scale delivery of the first model, and undoubtedly missed many market windows. In the future, whether Gao Hong can lead Polaris to solve the problem of sluggish overall progress and help it to truly base itself on the domestic automobile market deserves the attention of the outside world. On March 2, the veteran joined in, Polaris announced that Gao Hong would be president of Polaris China from March 16, reporting to Thomas ingrate, CEO of Polaris. Wu Zhenhao, former president of Polaris China, was transferred to auto Asia Pacific region to be responsible for strategic and business coordination. Before joining Jixing, Gao Hong was senior director of sales planning for Volkswagen Group (China). Gao Hong has also held senior management positions in sales, dealer network development and other brands such as Volkswagen and Bentley. In fact, the reason why we invite Gao Hong to join us is that Jixing is interested in the latter's experience in market development. This time, Ji Xing said in an official statement that Gao Hong has rich practical experience in entering the Chinese market for new brands. According to Thomas ingrate, "Gao Hong has profound insight into Chinese consumers and the electric vehicle market, and has successful experience and excellent leadership in multiple positions in the multinational sales company system.". At first, Jixing was a Swedish company. As early as 1996, it cooperated with Volvo cars in the field of motor racing and became Volvo's "Royal refitting plant". In 2015, Jixing was wholly acquired by Volvo car and became a brand-new and independent high-performance electric vehicle brand. In October 2017, polestar 1, the first high-performance GT car of Polaris, appeared. Polestar 1 is a limited production luxury high-performance electric drive hybrid GT car. As a result, Jixing has become the first overseas high-performance automobile brand made in China. Unlike most other emerging electric vehicle brands, Jixing is behind two traditional car companies. It is understood that Zhejiang Taizhou road and bridge factory is responsible for the mass production of Jixing automobile in China, and the factory will also supply the global market. The road and bridge plant is invested by Volvo's parent company and operated by Volvo. Model 3, which can't catch up with, although the brand independence time is late, the development goal of Jixing is not low. In March 2019, Polaris released its first pure electric vehicle, the polestar2, and simultaneously started online booking. The vehicle is benchmarked with Tesla entry-level car model 3, and is scheduled to start mass production in early 2020. In the view of the insiders, Jixing's product launch rhythm and brand development path have many similarities with Tesla. They all set up the brand image through high-end models first, and then launch the volume models to expand the market. It is understood that the purchase price of the first model, polestar1, previously adopted the "customized lease" mode, reached 1.5 million yuan. According to the official website of Polaris, the power battery capacity of the polestar2 is 72kwh (27 modules), the NEDC range is 500km, the maximum output torque is 660nm, the maximum output power is 300kW / 408hp, and the acceleration of 100km is 4.7s. In terms of configuration, polestar2 does not lose model 3. However, nearly a year has passed since the opening of the polestar 2, and the delivery of model 3 has begun. However, the delivery of Polestar 2 has not yet been announced. From the price point of view, the first version of polestar2 starts to sell for 460000 yuan in the domestic market. It is planned to deliver it to customers in the first half of 2020. The mass production version will sell for 298000 yuan, but it will be delivered in 2021. In contrast, thanks to localization, model 3 has sold for less than 300000 yuan in China. In addition to the delivery time behind the domestic Tesla, the channel construction of Polaris in China is still in its infancy. On October 17, 2019, the first Polaris art space in the world was officially opened in Qiaofu Fangcao, Beijing. At almost the same time, Tesla has more than 50 experience stores and service centers in China. The pace needs to be speeded up. For the current development of Polaris, shareholders are not indifferent. It is reported that Li Shufu, chairman of Geely Holding, listened to Thomas ingrate's work report when he went to Gothenburg to attend the board of directors of Volvo cars in January 2020, and was very dissatisfied with the development of Polaris in the Chinese market. In private, he said that polar star's voice is too small, and even negative is rare. He should learn more from Geely in marketing and communication. Although the rumors have not been confirmed, the official of Polaris has released a signal that it will speed up the construction of brand and channel. According to the official statement of polar star, Gao Hong, the new president of China, will be fully responsible for the business of polar star in China, including further strengthening the brand building of polar star, accelerating the experience and network development of "Polar Star Art Space", establishing the marketing management and customer service system under the direct sales mode, and making full preparations for the delivery year of polar star products in 2020. According to Jixing's plan, by the end of 2020, Jixing will arrange 50 Jixing art spaces around the world, and within one year, 20 experience stores will be located in some cities in China. This means that the channel of Polaris in China will only enter a few cities in a short period of time. In addition, as an electric vehicle brand, in addition to channel construction, the layout of charging facilities is also extremely important. In the blueprint that Tesla CEO Elon has set for Tesla, super is an indispensable element. At present, the number of Tesla super charging piles in the world has exceeded 12000, and the technology of super charging has evolved to the third generation. However, unlike other brands that build their own charging piles on a large scale, Polaris seems to have abandoned its intention to build their own charging piles. For vehicle charging, Polaris's strategy is to cooperate with professional charging pile enterprises to develop new apps, get through the background of all parties, and conduct data interaction. For the reason of doing so, Wu Zhenhao once explained that: China's charging facilities are developing rapidly. In addition to household charging piles, in the future, with the help of a third party, users can meet their charging needs, and super layout will only increase the investment of the company. According to Jia Xinguang, an auto analyst, as Volvo's electric vehicle brand, the importance of Jixing is self-evident. Industry insiders believe that Geely and Volvo may share all kinds of their own resources, including charging piles, with Polaris in order to avoid the overall slow pace of promotion affecting the development of Polaris, which will alleviate the urgency of Polaris. Previously, Polaris has disclosed that it plans to use Volvo's existing after-sales system to provide maintenance and repair services for its owners. As for whether Geely will share the charging pile with Polaris in the future, a reporter from Beijing business daily contacted Geely Holding, but as of the publication, no reply has been received from the other party.