Slogan of new energy vehicles

Horsepower, fuel consumption, wheelbase, and acceleration of 100 kilometers ... The automobile industry has always been unable to avoid quantitative digital competition.

If there is also a hot search list in this circle, then the number "1000" ranks first in the near future.

From Weilai, Zhiji and GAC successively announced their entry into the "cruising range 1 10,000-kilometer club", to an academician of the Chinese Academy of Sciences bluntly saying "impossible", and then to a boss who raised his middle finger wrongly when clarifying, the company intentionally or unintentionally added drama and fanned the flames with the media, creating the most wonderful scene in 2026.

However, under the strong traffic exposure, there is no loser in a seemingly swords-and-swords argument.

People's discomfort mostly comes from over-advanced publicity and doubts about whether they can really land. How to boast gracefully without being diss will obviously become a long-term topic in the field of automobile marketing.

From this point of view, OPPO's phrase "charging for five minutes and talking for two hours" ten years ago is still the pinnacle.

1? Their starting point

At present, three car companies that have announced that they will launch 1000km electric vehicles have adopted different material innovation routes, namely, Weilai's "inorganic pre-lithiated carbon-silicon negative electrode" semi-solid battery, Zhiji's "silicon-doped lithium-supplemented" square shell battery and GAC's graphene-based super fast-charging battery.

To some extent, these three routes seem to be carrying out "dynamic innovation", but in fact their respective purposes are not the same. This paper does not pay attention to the actual effect of technology, but to the significance of "dynamic innovation" to the brand itself.

About solid state, it is not "showing off skills", but conveying ideas.

65438+1On October 9th, Weilai released the 150kWh solid-state battery, claiming that the NEDC of the vehicle equipped with this battery can reach1000km, and it is planned to be put on the market in the fourth quarter of 2022.

Once the news of "solid state battery" was released, it attracted heated discussion in the industry. Many experts say that solid-state batteries will not be commercialized so soon. This concept has existed for quite a long time, and it has not been further expanded in the market.

Faced with many speculations in the industry, Li Bin hopes that the outside world can understand that Weilai is not trying to publicize and emphasize that she has launched a solid-state battery, but is conveying the idea that the battery can be upgraded.

In Li Bin's view, even though 99% of the current travel demand has been met, Weilai still wants everyone to see that the remaining 65,438+0% demand is not a problem. This is the meaning of Weilai 150 degree battery pack.

Whether it is solid or semi-solid, a consensus from car companies and car owners has long been reached-if new energy vehicles are regarded as a power change, then solid-state batteries are undoubtedly a milestone leap in this change.

| About doping silicon to supplement lithium, newcomers "have to" show their faces.

13 year 10 month 13 day, Zhiji Automobile, a subsidiary of SAIC, announced that its first model will cooperate with Contemporary Ampere Technology Co., Ltd., equipped with lithium-doped silicon battery, and its maximum cruising range will exceed 1000 km.

"Doping silicon to supplement lithium" sounds strange, but in fact, this technology is not essentially different from the "pre-lithiated carbon silicon negative electrode" used by Weilai solid-state battery, and its main function is to improve the performance of the battery.

In the smart car track where players get together, the first thing Zhiji, as a young brand, should do is to make the products really attract users. As far as brand attributes are concerned, the concept technology of "doping silicon to supplement lithium" is more meaningful to show the strength behind it.

The internet genes of emerging automobile brands are getting stronger and stronger, so it is particularly important to find a balance between traditional industries and modern technology. In the face of strong competitors and market scrutiny, Zhiji Automobile must have outstanding differentiation advantages to survive. ?

| About graphene, the hidden feelings behind "making a big fuss"

On June 5th, 65438+ 10/kloc-0, a poster was released by GAC. The poster said, "Graphene-based super fast-charging battery can charge 80% in 8 minutes" and "NEDC cruising range can reach 1000 km, without waiting until next year".

The next day, Gao of China Academy of Sciences expressed his opinion: 1000 km battery life, fast charging, safety and low cost cannot be met at the same time under the existing technology. However, judging from the information and publicity of Guangzhou Automobile Group at that time, graphene battery was realizable, so it became the focus of controversy.

This sudden out-of-loop spread is also related to the mystery of graphene itself.

Since its advent in 2004, graphene has become synonymous with "magic materials" and shouldered the heavy responsibility of "qualitative change" in the industrial field. Although graphene battery has existed for a long time, its large-scale industrialization still faces the problem of high cost.

A forgotten concept has returned to the public eye, which inevitably makes people question the speculation of GAC Ai 'an's move.

"In the past, the new technologies introduced by traditional car companies will be developed in a confidential state for 5- 10 years, and when they mature, they will be a blockbuster at the new car launch conference. Today, Tesla and others are sought after by capital, and the profits of traditional automobile sales have both declined. They have been unable to remain calm and reserved. " Zhu Xichan, a professor at Tongji University Automotive College and director of the Institute of Automotive Safety Technology, said with emotion.

2? Behind the robbery is anxiety.

Unveiling the "concept", we will find that these three car companies are the first to speculate with uncertain technology, and they have similar anxiety behind them.

According to the data of China Automobile Association, the production and sales of new energy vehicles will hit a record high in 2020. Production and sales increased by 7.5% and 10.9% respectively, and the growth rate changed from negative to positive. It is estimated that in 20021year, the market is expected to grow by 30%, reaching 1.8 million vehicles.

The rapid growth of the new energy vehicle market has brought great opportunities to car companies. However, Tesla has increased its layout in China, joint venture brands have accelerated the electrification transformation, and local enterprises need to form their own competitiveness.

As the "heart" of new energy vehicles, the performance of power batteries is very important, so many car companies have extended their tentacles to this "heart" and inevitably began to make a fuss about it.

However, it is not a real technological breakthrough to attract and cater to the market with "saying" in the short term.

"For professional capital and investment institutions, this so-called' new' technology is just a marketing concept to gain market attention." Yang Ge, the founding partner of Xingyi Capital, said in an interview with the reporter of Automobile Sankei.

In his view, on the one hand, new technologies that are truly meaningful to the industry are complex scientific research and development to the synthesis of technologies and processes, which are difficult to appear in a commercial company in a short time; On the other hand, the market will give more direct and positive feedback, and usually some ambiguous new concepts are not really effective physical technologies.

Feng, CEO of Audi AG in China, also stressed that in the absence of a substantial breakthrough in battery technology, high-endurance electric vehicles need to be equipped with heavier batteries, so they should be equipped with extremely expensive and lighter bodies, so the cost of the whole vehicle will be higher and higher, so this is a vicious circle.

Therefore, many people believe that one of the important purposes behind the release of commercial application of uncertainty technology by car companies is to improve valuation.

"There are many processes in the battery, and they are all similar changes. It doesn't matter what terms are used in packaging. The new concept is particularly easy to fool the capital market and attract some venture capital institutions to invest by telling stories. " Zhong Shi, a senior industry analyst, told the auto industry.

Sure enough, on the day of 18, the concept of graphene opened higher and higher, and A shares of Guangzhou Automobile Group (60 1238. SH) once rose by 5.43%. However, since 19, the share prices of A shares and Hong Kong stocks (02238.HK) have fallen. As of the close of 65438+1October 20th, the price of A shares fell by 10.06% to1.88 yuan/share; Hong Kong stocks fell 2.9 1%. HK$ 8.35 per share.

When marketing is ahead of the real level and the significance of hype is greater than the actual effect, the market will always calm down one day.

"For capital, investing in technology is a very prudent process. In the last two years, the concept of graphene has been speculated too much. It's just a material in itself. How to apply it to batteries depends on the comprehensive results of production efficiency, energy consumption and adaptability. The recognition of technology in the commercial market requires a process to verify. " Yang Ge added.

3? Write it at the end

On the battery track, many new energy car companies are competing with the United States. In the past year, the stock price surge caused by various "PPT technologies" of new car-making forces may provide a reference sample for traditional cars.

"From another perspective, there is no economy without a bubble, and there is no business growth without heat, so it is normal and understandable to look at this matter from the perspective of business marketing." Yang Ge said.

Everyone likes to brag more or less, but the difference is that some people may just "draw cakes"; Some people blew a cow once and finally gave everyone a good result.

"Everyone is used to Tesla's boasting. In the future, traditional car companies will be allowed to blow a few words. We expect the cows blown by car companies to be realized. " Zhu Xichan said.