Tesla Motors and Daimler of Germany have stepped on the throttle of promoting the popularity of pure electric vehicles (EVs) in the Chinese market. "Nikkei Business News" reported on May 22 that it was aware of the determination of the Chinese government to take serious air pollution control as its most important issue. Japanese automakers such as Nissan Motors, which had a wait-and-see attitude, also entered the Chinese eco-car market, overseas vehicles. Enterprises continue to assemble in China. Under the background that the developed countries are not yet popular, can the eco-car strategy implemented by various auto companies in China be successfully promoted?
The high-end brand stores in Beijing's commercial facilities “Qiaofufang Grassland†are gathered, among which the China No. 1 store of Tesla Motor, a pure electric vehicle risk enterprise in the United States, is very interesting. Although the store was just opened at the end of 2013, it was called “the most profitable store in the worldâ€.
The store's main pure electric vehicle "Model S" is displayed in the store. On weekdays, the store is in the market. The person in charge of the store said that “the car will wait for 6 months, and the next day will set 20 carsâ€. All the sales in the store are high-end sports cars with a price of 734,000 yuan. Although the sales price in China is about 50% more expensive than the US due to the need to pay customs duties, it is still very popular.
"You can show off to people around you and plan to buy two." An entrepreneur from Zhejiang Province said excitedly. When asked if the driving distance of a single charge is reassuring, the salesperson replied that "one charge can drive 520 kilometers, and it can be charged in the home in the morning." It is also said to help buyers set up charging stations.
"Celebrity car" also wants to enter China
Tesla's pure electric vehicles are considered "celebrities" in the United States. Meet the preferences of Chinese people who love face. In April, Tesla Motors CEO Elon Musk visited China. He said "will invest hundreds of millions of dollars in China's charging infrastructure." In Beijing and Shanghai, “top-ranking marketing†was launched.
After Beijing, Tesla also plans to open stores in Shanghai and Hangzhou in the near future. It plans to sell 20,000 vehicles in China in 16 years, making its sales in China reach 20% of its global sales.
Why are global automakers eager to give the Chinese eco-car market an eager eye? The biggest reason is that the Chinese government has begun to actively promote the popularization of eco-friendly vehicles such as pure electric power.
One of the main measures is to speed up the construction of charging infrastructure. The State Grid, which is responsible for 80% of China's transmission grid construction work, announced plans to open its charging operations to private capital in March.
Foreign companies such as Tesla have shown their intention to enter the army. The Chinese government plans to first create a “5-kilometer charging network†in major cities such as Beijing and Shanghai, that is, there must be a charging station within a range of 5 kilometers.
In addition, policies to increase access to subsidies and other systems will be added. On this basis, the “contribution to the environment†was added to the personnel evaluation of government officials. Qinghai Province and Ningxia Hui Autonomous Region have begun to independently introduce popularization policies, and local governments have also promoted the popularization of eco-cars as the top priority.
Why is it "seeing decline"?
Daimler, a representative manufacturer of high-end cars, will launch a sedan-type pure electric vehicle "Tengshi" in Beijing, Shanghai and Shenzhen in September. This is a new type of pure electric vehicle developed by Daimler and local automaker BYD for four years.
The price of the pure electric vehicle started at 369,000 yuan, but the price is high. However, it is currently promoting related work, hoping to make it a subsidy for local governments. Wang Chuanfu, chairman of BYD, stressed that the car could be bought in Beijing for 255,000.
Nissan also has several consultations with local governments. It is planned to sell pure electric vehicles in September 2014 with the Chinese special-purpose car brand “Qi Chenâ€. Executive director Guan Run said that “to strive for a 20% share of the pure electric vehicle market in China in the futureâ€. Tesla and Nissan also incorporated the “localization†of development and production into their horizons.
The problem faced by major car companies is that Chinese consumers lack understanding of pure electric vehicles. A 40-year-old charter driver in Beijing said that “it’s terrible to have no electricity in the middle of the road. I have to wait 10 years after I buy itâ€. It is said that although BYD's pure electric car taxi is waiting for pick-up at Shenzhen Airport, "the customer knows that it is a pure electric car and feels very worried."
In addition, there are still many people who think that the decline is that China's environmental awareness is not as high as that of Japan and Europe. "The eco-car is just a toy car of a few rich people."
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