吉利与比亚迪之战的关键：“去年轻化”（英）
AI智能总结Geely Auto's Strategic Challenges and Future Roadmap
Current Market Position and Challenges
As of the end of July 2024, Geely Auto's product portfolio remains heavily centered on compact ICEVs (including energy-saving vehicles), a segment that has been shrinking. From 2014 to 2018, Geely launched several successful compact models such as the New Emgrand, Emgrand GS, Emgrand L, Boyue, and Vision SUV. These models attracted a large number of young buyers, particularly post-85s, boosting Geely's annual sales from around 400,000 units to over 1.5 million units. However, starting from 2018, the post-90s generation, with a smaller population, began to dominate the youth car market. The share of compact cars fell from nearly 60% to 47.54% in 2023. This shift led to a decline in sales for carmakers focused on compact models, including Geely.
Despite improving its manufacturing capabilities through the absorption of Volvo technology, Geely's "go young" strategy lost momentum. The company delayed more ambitious and costly strategies, such as achieving its 2020 NEV (New Energy Vehicle) goals. Geely's "Blue Geely Action Plan," aimed at achieving NEVs at the cost of traditional ICEVs and NEVs accounting for more than 90% of sales, was largely unfulfilled.
Competitor Analysis: BYD's Dominance
BYD has capitalized on Geely's reliance on compact models. BYD's Qin PLUS, Song PLUS, and Song Pro models, introduced from 2021 to 2023, have successfully captured the compact ICEV segment. Their energy-saving features and competitive pricing have given them a significant edge over Geely's core models like Emgrand, Xingrui, and Boyue. BYD plans to introduce additional compact energy-saving models like the Qin L, Seal 06, Seal 05, and Sea Lion 05, which are expected to further erode Geely's market share.
In the large energy-saving vehicle segment, BYD's Han DM-i, Denza D9, and Tang have gained popularity. New models like Denza N9, Tang L, Tang MAX, and Fang Cheng Bao 8 are anticipated to be strong sellers. BYD's Dolphin, Yuan PLUS, and Seagull models have surpassed Tesla in China's NEV market, and new small mobility-enabling BEVs like the Yuan UP, along with sporty high-end BEVs like the Sea Lion 07 EV, Seal 06 GT, Song L EV, and Denza Z9 GT, are set to cement BYD's leadership.
Geely's Current Product Portfolio
As of the end of July 2024, Geely's product portfolio remains heavily focused on compact ICEVs (including energy-saving vehicles). This overreliance on compact models has made it vulnerable to competition from BYD, which has successfully entered the NEV market, particularly in the trade-in and additional purchase segments.
Future Strategy Recommendations
To address these challenges, Geely needs to:
- Shift Focus: Ditch the "go young" strategy, recognizing the declining youth market.
- Product Diversification: Develop more models catering to the middle-aged and elderly markets, which are growing segments.
- Innovative Product Development: Introduce more large energy-saving vehicles and small BEVs to meet trade-in and additional purchase needs.
- Strategic Partnerships: Leverage partnerships and R&D to enhance competitiveness in the evolving market landscape.
By rethinking its strategy and diversifying its product portfolio, Geely can better compete against BYD and other market leaders.
