As a luxury pure electric vehicle brand owned by Chinese Express, Gaohe Automobile has been building a new power track for more than three years. Compared with the definition of automobile company, Guo Tiefu prefers to define Gaohe Automobile as a technology company. In his view, Chinese Express itself is a future-oriented technology company, and Gaohe Automobile is only one part of the company's many technology products.
At this year's auto show, Gaohe Automobile brought the first mass-produced model-the evolutionary super-running SUV Gaohe HIX. According to the official introduction, Gaohe HiPhi X can realize the separation of software and hardware and create a new category of pure electric smart cars. The price range of the original model is 688,000 yuan.
Deliver products at the end of the second quarter of next year
Regarding the high pricing questioned by the outside world, Guo Tiefu thinks that high-tech HIX has a sense of technology and luxury, which is the market space that China's target consumers like very much. "Although China has been affected by the epidemic, the whole consumption is still upgrading, and the high-end consumption has hardly been affected, but is growing. It happens that there is no product like HiPhi X on the market, and China consumers need such products. "
It further stated: "From the perspective of new technologies and products, as well as opportunities in the product market, the first batch of entrants spent a lot of time and energy on user education in the whole industry. In fact, we have to thank them. As a latecomer, I see that the biggest change in the new energy market is that the real C-end sales have started to come up, instead of being driven by policies and driven by subsidies. The education process in the market in the past few years has enabled consumers to have a very good understanding of new energy products, especially high-quality and intelligent new energy products. "
Compared with the head players who build new cars, Gaohe Automobile also has a big gap in brand awareness. Guo Tiefu said that this is the company's key control. In its view, it is useless to make big moves in market investment if products are not listed.
"As a new brand, it is difficult to support an empty brand, especially products like cars. It is difficult to be a brand without products. With the launch and delivery of future products, we will gradually enhance the awareness of the whole brand, and Gaohe Automobile will also rely on product technology to let core users establish their perception and reputation for the brand. " Guo Tiefu said.
Ask about the development of new energy vehicles
As we all know, under the big wave of "new four modernizations", new energy vehicles, as an important direction of future automobile development, are constantly welcoming new development opportunities. At the beginning of this year 1 1, the development plan of new energy automobile industry (202 1-2035) issued by the general office of the State Council once again gave a shot in the arm for the development of new energy automobile industry.
How to realize the sustainable development of new energy vehicles? Guo Tiefu believes that the overall development of enterprises is definitely inseparable from macro policies, but it is very low-level and must be able to create new demands by itself. "This wave of new energy vehicles has heated up recently. This is exactly the real consumer at the C end. Entering the market and starting to recognize products without being affected by policies is a very good start. "
"In the next fifteen years' planning, China has clearly put forward some very programmatic guiding opinions, including new infrastructure investment in new energy charging equipment, which is good for us as a whole. A very important point in this plan is to develop high quality and high technology. If you just repeat some low-end manufacturing, it is actually a waste of social resources in disguise. " Guo Tiefu said.
Guo Tiefu believes that "the future smart electric vehicle is definitely the most important market trend. For example, Ding Lei always pointed out at Wuzhen Internet Conference that traditional enterprises will be abandoned by the market sooner or later if they don't make profound changes and transformations. For the future development of the whole new energy vehicle market, from the perspective of intelligent interconnection, it is difficult to have the same products as Gaohe in the next three years. We have truly realized the separation of soft and hard in the field of smart cars. "
Regarding the competitive relationship between OEMs and software suppliers in the era of intelligent interconnection, Guo Tiefu believes that "there are specialties in the industry, and we only do what we are best at. Do a good job in one field before you can survive, and then think about the future after you survive. In the future, many in-depth requirements on core technologies are very high, which requires each brand and each partner to have their own very unique subordinate resources. "
In which fields will the competition of new energy vehicles be concentrated in the future? "The competition in the future market will be very fierce, and the next stage will still be product-oriented. Consumer recognition is very important, products are recognized by consumers, and products can only survive if they are sold. And if the products are not attractive to consumers, even the best products will soon be eliminated. Our industry has a large investment, long cycle and short time given by the market. If a cycle is not done well, there will be no second chance. "
For the new forces making cars, the polarization trend is becoming increasingly obvious this year. On the one hand, the market value of new energy vehicles listed in the US stock market, led by Weilai Automobile, continues to rise; On the other hand, there are also many new forces that build cars and fall into production and operation difficulties.
Guo Tiefu believes that "not only the new energy automobile industry, but actually every hot industry will flood into many speculators. In my opinion, companies and brands with feelings can survive only if they are determined to do one thing in the future. Because as long as you have ideals and feelings, you will encourage this enterprise or founder to constantly break through and do things in a down-to-earth manner instead of speculating. "
How to treat the IPO problems of many new forces making cars now? Guo Tiefu said that Gaohe Automobile also has its own listing plan. "IPO is not the end of the enterprise. IPO is to make a company with dreams and pursuits have more social capital support at a higher starting point and can do bigger business. This is the true meaning of IPO. "