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Li Xiang's internal letter: ideal to become the first intelligent electric vehicle in China in five years

via:驱动之家     time:2021/2/22 23:46:26     readed:251

However, it is also an indisputable fact that how the outside world views new energy vehicle enterprises and the global automobile industry is transforming to new energy vehicles. Led by Tesla,Auto companies such as Weilai, Xiaopeng and BYD have made brilliant achievements in the capital market, and their stock price and market value have repeatedly reached new highs.

On February 22, Li Xiang, CEO of ideal automobile, issued an internal letter, in which he said that the global sales growth of new energy vehicles would exceed the forecasts of most organizations,It is estimated that the proportion of new passenger car sales will reach 60% in 2030, and China's proportion will be even higher. New energy vehicles are destined to grow at a super high speed in the next decade.

Li Xiang also believes that market share is the core of our strategy. Only when we get more than 20% of the market share of China's intelligent electric vehicles in 2025 and become a recognized head enterprise, can we have enough talents, technology and capital reserves to participate in the more fierce global market competition in 2030. So,The strategic goal of ideal automobile in 2025 is to gain 20% market share and become the first intelligent electric vehicle enterprise in China.

The following is the full text of Li Xiang's internal letter:

Happy New Year 2021, friends of ideal car.

Ideal automobile has been founded for more than five years, and has been learning from advanced enterprises. Through actual combat and iteration, it has formed its own working method: ideal automobile working method (LBP). The ideal car 2025 strategy is completed according to the ideal car strategy analysis method (LSA) in LBP. Today, we officially released the ideal automobile 2025 strategy to the whole staff, which helps partners fully understand the future development of the enterprise.

(1) Cognition and vision, what do we think of 2030? 1. Industry trends in 2030

1. Global environment

China plans to reach the peak of carbon emissions around 2030, which will play a positive role in promoting the development of new energy vehicle industry. The United States and the European Union also put forward higher requirements for the future carbon emissions and the timetable for banning the sale of fuel vehicles.

We judge that the global sales growth of new energy vehicles will exceed the forecasts of most organizations,It is estimated that the proportion of new passenger car sales will reach 60% in 2030, and China's proportion will be even higher. New energy vehicles are destined to grow at a super high speed in the next decade.

We are optimistic about the sales growth of new energy vehicles, but at the same time, we believe that under the influence of the epidemic and global debt, there is uncertainty in the global economy.

Based on this, we believe that the annual sales of passenger cars in the world will hover between 65 million and 70 million, and there will be no substantial growth.We predict that the global sales volume of new energy passenger vehicles will be about 40 million in 2030, and the sales volume in China will reach 20 million.

2. Technology development

Autonomous driving will develop at the speed of Moore's law in the next ten years, and the resolution of both on-board computing power and sensors will be improved hundreds of times by 2030. Thousands of tops chips, hundreds of millions of pixel cameras and high-resolution solid-state lidar will become the standard configuration of automatic driving.

As long as there are enough data and sufficient R & D investment, the leading enterprises of intelligent electric vehicles can realize level 4 automatic driving, and automatic driving will become the operating system of intelligent electric vehicles, not the function configuration.

By 2030,We think that level 4 automatic driving will become the standard configuration of every intelligent electric vehicle, and users will not choose an intelligent electric vehicle without automatic driving ability.

In terms of electric technology, the ultra fast charging technology of 300-500km in 10 minutes will be popularized in an all-round way, so as to make the charging experience close to refueling, which will become a necessary condition for accelerating the popularization of electric vehicles.

More green power generation, charging network with energy storage capacity and V2G (vehicle to grid) will form a new commercial value chain. HPC super charging station will have a higher return on investment than gas stations, and better support the popularity of electric vehicles in business.

3. Changes in the market

The full popularity of automatic driving in 2030 will polarize consumers' demand for cars.

Some people think that the car will become the exclusive space for autonomous driving, and hope to have the exclusive space for themselves and their families. This space has the atmosphere and design we like, sufficient power, super computing power, the best VR and AR environment.

It's a space for entertainment, social interaction, work and family. Smart electric vehicles will become more value-added exclusive space than residential buildings. We believe that the sales volume of private intelligent electric vehicles will not decrease, and the output value of each vehicle in its whole life cycle will increase significantly.

Other people think that self driving car is a means of transportation. To solve the travel problem from point a to point B, we only need to consider the efficiency and cost.

This kind of demand competition will make the travel cost including the self driving taxi drop sharply, and the self driving public transportation will even become a free service. Enterprises and the government can obtain benefits through value-added services.

Ideal car will adhere to its mission: to create a mobile home, to create a happy home. For more families to create self driving exclusive space, create happiness, loyal to our own brand mission.

2、 Industry challenges in 2030

1. The challenge of competition

The competition of traditional fuel vehicles is the competition of industry and machinery. In recent decades, the overall competition pattern is relatively friendly. It is more like league matches in football than Cup matches and elimination matches.

Even a brand with a small market share can seize the market segments through its own unique positioning and product characteristics, and survive and develop healthily.

The end of the competition of intelligent electric vehicles is the competition of data and chips. It will soon become a knockout competition like the football World Cup. Each brand will face the qualification of the group stage and one round of knockout competition.

Referring to the market share of China's smart phones in 2020, the top five brands account for 96.5% of the market share.In 2030, the market competition and market share of smart electric vehicles will be very similar, only to obtain more than 25% of the global market share,Only then has the opportunity to become the global intelligent electric vehicle industry head enterprise.

2. Energy challenge

The convenience of charging is still the biggest challenge and challenge in the popularization of electric vehicles. The total number of parking spaces where private charging piles can be installed is extremely limited, which will prevent more fuel vehicle owners from buying smart electric vehicles,Only when the charging station is as convenient as the gas station, can all consumers replace the fuel vehicles with intelligent electric vehicles.

In the next ten years, ideal car will choose two routes in parallel: 1. An extended range electric platform (power bank) with urban pure electricity and long-distance power generation as user value;

2. Ten minutes to add 300-500 km of 400 kW ultra fast charging high voltage pure electric platform (super charger).All we do is to provide energy solutions for free travel and accelerate the popularization of electric vehicles from the perspective of user value.

3. Organizational challenges

The traditional industrial organization can't match the development demand of intelligent electric vehicle. The era of intelligent electric vehicle needs intelligent organization.

Traditional fuel vehicles run in a relatively controllable world. Planning, process and control are the most effective management modes, which also produce powerful industrial enterprises and organizations.

Three years after buying a traditional fuel car, there is little change,And an intelligent electric vehicle is growing almost every month, which means that the management mode will be completely different, and the demand for talents will also be completely different.

Human beings are the most advanced intelligent creatures on the earth. The operation modes of human intelligence are: 1. Perception; 2. Decision making; 3. Execution; 4. Feedback. Specific to a product, an organization and its partners, how to effectively use the operation mode of human intelligence and build the management and operation system of the product and organization is a compulsory course for every intelligent electric vehicle enterprise.

3、 Vision of ideal automobile in 2030: to create a mobile home and become the world's first intelligent electric vehicle enterprise.

This is an unprecedented vision and goal of a Chinese enterprise, but we have the responsibility to make a difference under such a general situation. Although the traditional automobile industry has developed for more than 100 years, the competition of intelligent electric vehicles will basically be divided in 2030.

We hope that through the struggle of all our partners, we can achieve a real event in the best decade of our life and in the best decade of our industry. Make this decade the proudest one in our life, and don't let our life leave a huge regret.

(2) Market and strategy, what do we do in 2025

2015-2020 is the stage of ideal automobile from 0 to 1. Like most start-ups, our resources and funds are relatively scarce at this stage, so survival and hematopoietic capacity are the core goals of enterprise development at this stage.

We have delivered the ideal one, experienced the test of complete product, R & D, supply chain, production, sales and organizational ability, and achieved the first sales volume of China's new energy SUV in 2020, with the most basic survival and hematopoietic capacity.

2021-2025 is the stage of ideal automobile from 1-10, that is, the stage of high-speed development. The symbolic challenge is that we want to become the leading enterprise in the sales volume of China's smart electric vehicle brands and get the tickets of the competition of the leading enterprises in the global market.

It is estimated that China will sell more than 8 million intelligent electric vehicles in 2025, and obtaining more than 20% market share is a necessary condition for China's leading enterprises.

This is a huge challenge. We must maintain abundant talent and capital reserves, aim at the value of users' products, take technology research and development and product research and development as the core driving force of the enterprise, and invest the most resources in R & D and talent reserves. We should not take shortcuts.

2、 User positioning in 2025

From 2015 to 2020, we have selected a precise user group, built a value system around this group of users, and implemented it in products and services. This valuable user group has distinct characteristics:

First, they are all family users with children, and often need three generations to live together. They are the additional purchase of Mercedes Benz, BMW and Audi, and the replacement purchase of Volkswagen, Toyota and Honda.

The design of ideal one fully considers the needs of every family member including the host, hostess, elders and children. Good driving experience, continuous growth ability, front passenger screen, second row electric seats, third row passageway and huge trunk are all designed for this group.

Second, they generally have charging conditions, but also have very clear long-distance driving needs (such as self driving tour). More than 70% of car owners have independent parking spaces and installed household charging piles, and more than 20% of car owners have stable public charging conditions in the company or community.

In the urban area, almost all of them are driven by pure electricity, which is green and low-cost. And extended range power generation is the best long-distance charging solution, so there is no anxiety when driving long distance, and you can travel freely. They buy and use the ideal one as a pure electric vehicle that can be driven for a long distance.

Around the core mission of creating a mobile home, we provide more intelligent electric vehicles, including a variety of products of the second generation extended range electric X platform, a variety of products of high voltage pure electric whale platform, and high voltage pure electric shark A variety of products of the platform adhere to the brand positioning of luxury intelligent electric vehicles, covering a wide range of 150000-500000 prices, so that more people can have high-quality mobile home.

Users: home users

User requirements: the exclusive space for autonomous driving

Price range: 150000-500000

Brand positioning: luxury intelligent electric vehicle

Brand mission: to create a mobile home and a happy home.

3、 Strategic objectives for 2025

The strategic goal must be measurable, and the market share is the core of our strategy. Only when we get more than 20% of the market share of China's intelligent electric vehicles in 2025 and become recognized as the leading enterprise, can we have enough talent, technology and capital reserves to participate in the more fierce global market competition in 2030.

The strategic goal of ideal automobile in 2025 is to gain 20% market share and become the first intelligent electric vehicle enterprise in China.

The first key supporting element is the comprehensive technical ability which is composed of leading product R & D and technology R & D with the user product value as the core.

The second key supporting factor is the commercial ability with market share as the core and leading sales service, production and supply chain.

The third key supporting element is the strategic resource support capability with intelligent organization as the core and leading talents, data and funds.

Only when the comprehensive strength is the first, can we really have a chance to win the world cup of intelligent electric vehicles.

It is hoped that every partner of ideal automobile can carefully read the 2025 strategy, implement the core objectives and requirements of the enterprise into the specific work, so that their business decisions and work results can better support the enterprise 2025 strategy. Welcome the most wonderful and challenging decade in our life, and realize the decade that we are all proud of.

李想内部信:五年内理想要成为中国第一智能电动车

- THE END -

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