Why do independent brands persist in entering the United States?

Recently, a technology group company in Kangdi announced that it will release two pure electric vehicles-Kangdi K27 and K23 in the American market. These two new cars are positioned as low-end electric vehicles and will be pre-sold in the United States on August 18.

Condi is not the first China automobile company to announce its entry into the American market. In fact, domestic auto companies have never stopped entering the American market. Before they left, they made great strides. But in the end, both state-owned and private automobile enterprises were impressed by Chinese mainland's education.

Then why should everyone persevere in entering the United States?

First: Have a chance to share this big cake. The United States is the second largest automobile market after China, with developed economy and huge consumption capacity.

Second: it means that the quality is certified. American automobile industry standards are extremely strict, and the difference with domestic standards is equivalent to the difference between China Insurance Research Institute and Wuxing Wholesale Department. The number of models that can gain a foothold under this standard may decrease in other countries.

Third: it means that word of mouth is recognized. America has the most mature car consumers in the world. 65,438+08 ~ 20 years old has his own car, and he had changed cars more than three times before he was 30 years old. These consumers can't be fooled by cars without real things. As can be seen from the sales list, all the classic models that can make American consumers pay, such as Raptor, Golf, Civic, Camry and so on. Cars like Porsche Thailand will have no living space in America.

However, Zhongtai Automobile refused to accept it. In 20 18, they officially announced that Zotye had signed a distribution agreement with American automobile dealer HAAH (Ham Holding Company) to establish Zotye America Company. It is planned to distribute Zotye products in the United States from 2020, and sell Zotye SUV models made in China in the United States through dealers in the 100 market.

The first model to enter the American market is Zotye T600. T600 is the hero who made Zotye famous in one fell swoop. Its appearance is very similar to that of Volkswagen Touareg, and it also makes the majority of netizens vomit.

Unbelievable, CEO of Zotye America? Duke? Hale publicly expressed confidence in the future performance of Zotye T600 in the American market. The unique shape and rich configuration of this car should be welcomed by American families.

According to the plan, it is estimated that when Zotye Motor logs into the United States in 2020, its offline channel in the United States will be expanded to 325 stores.

But it didn't wait until 2020 when the cowhide exploded. In 20 19, zotye automobile lost ground in the domestic market, not only the sales volume declined seriously, but also a series of problems, such as dealers quitting the network, single capital chain, and defaulting on suppliers' payment. Because of an economic dispute, Chairman Jin Zheyong was restricted from spending 90,000 yuan, and Zotye's plan to enter the American market was never seen again.

Don't think that only Zotye is too confident, and other students are also very confident.

As early as June 2002 10, Li Xia cars were exported to the United States, becoming the first independent brand to eat crabs.

Similarly, before the foreign fire, its backyard caught fire. Since 20 12 years, the business of FAW Li Xia has gone from bad to worse, and the company's operating cash flow continues to be negative.

20 19, FAW Group reorganized its independent business, and FAW Li Xia became a foundling. The shell of the listed company was transferred to China Railway Vu Thang, and the automobile business was continued by establishing a joint venture company "Tianjin Bojun" with Bojun Automobile. Because Bojun's capital chain was broken, it was too busy to take into account Tianjin Bojun's capital injection operation, and Tianjin Bojun ended in vain. FAW Li Xia discovered that what he encountered was "running broker's" and "mixed reform".

Guangzhou Automobile Chuanqi took over and entered Europe and America. From 20 13, Chuanqi began to go to sea, and under the guidance of the group's "15 13 strategy", it successively entered overseas markets, and continued to participate in Detroit and north american auto show, and successively set up institutions such as Silicon Valley R&D Center, Los Angeles Forward-looking Design Center and Detroit R&D Center in the United States to prepare for entering the North American market.

20 15 1, Guangzhou Automobile Group, as the only independent brand in China, landed at Detroit Auto Show and spent more than three years studying the relevant regulations in North America. Unfortunately, the plan can't keep up with the change. On 20 17 north american auto show, Chuanqi stood on the main stage of the auto show for the first time on behalf of China's own brand. At that time, a car critic was at the Chuanqi booth and made a live explanation on FACEBOOK. When he got into a BMW i3 interior GE3 and tried to open the glove box, the handle of the glove box broke. Although it is a trivial matter, Americans who attach great importance to product reliability and durability will think that Chuanqi brand and even China brand are shoddy. Shame!

2065438+In April 2007, after Yu Jun took over as general manager, he repeatedly postponed the time to enter the North American market. By the end of 20 19, the release of Chuanqi's English name "Trumpchi" was delayed again because of the same name as the current US President Trump. Since then, due to the trade friction between the two countries, the plan to enter the United States has been postponed again.

It is said that "the future (car) has no future", in fact, the future car once had an ideal.

At the end of 20 18, the parent company Great Wall Huaguan signed an agreement with American electric vehicle technology company Mullen to introduce the electric sports car future K50 into the American market in 2020, and Mullen will play the role of production and sales of the future K50 in the American market.

From 2065438 to the beginning of 2009, the future K50 will be pre-sold in the United States, with a guide price of 123500 USD (equivalent to RMB 860,000). ? Not to mention the future domestic subsidized price of K50 is 686,800, which is far lower than the guidance price in the US market. Is this price better than Tesla's model? X is still expensive. Will anyone pay for this little-known brand?

Don't worry, no, you don't have to worry about the future of the future car. At present, due to the arrears of employees' wages and the chairman's restrictions on high consumption, the future car is trying to find capital to take over, and the plan of Bank of America has become a visit here.

Chery Automobile is the best independent brand abroad. At present, its products have covered more than 80 countries and regions around the world, and more than 1.300 sales and service outlets have been established overseas, with the cumulative export exceeding1.5000 vehicles, ranking first in the export of passenger car brands in China for 16 years.

At the beginning of 2020, Chery announced that it would enter the American market, and the company providing services for it was HAAH who signed an agreement with Zotye Automobile. It is reported that the two parties will adopt a brand new brand Vantas, and start assembling and selling models based on Chery platform in the United States at the end of 20021or the beginning of 2022.

In other words, Chery's cars will be sold in the United States under the Vantas brand. The new brand has also released a brand-new LOGO model, and its models will be based on Qiruixing Road. It will take time to verify whether to land on the beach or come here.

Finally, my personal opinion is that Mungo is not optimistic about landing in the American market for the time being, not for Chery, but that all independent brands will not gain a foothold in the American market in three to five years. Because American cars are really cheap, consumers can buy second-hand good cars with high configuration and high value for two or three thousand yuan, so natural immune independent brands have become famous in China by three axes: stacking configuration, playing value and brushing low prices.

But at the same time, Mungo raised his hands to support independent brands to seize the American market. Because only by going out and training with real knives and guns can we know where the gap is, and we can go forward and build a comprehensive and powerful model as soon as possible.

Figure | net

Wen | Yi Wei Bao

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.