Chapter 897: Hot Sale in Northern Europe, Subverting Everyone's Cognition

The first quarter of 2014 was very busy.

The Malaysia Airlines incident is still a hot topic from time to time, but there is no final conclusion.

The conflict between the polar bear and Ermao has also become a topic of conversation among the people after dinner. Everyone seems to want to express their opinions.

However, daily life is still going on as it should be.

In this quarter, in addition to Venusstar Technology and Nanshan Engine, Nanshan Automobile Group has also achieved remarkable results.

In particular, Future Auto launched the subversive electric sedan Future S9 this quarter, which has now been launched globally.

"Mr. Cao, our Future S9 set a new record in March just past, with domestic sales exceeding 3,000 units and overseas sales exceeding 10,000 units, and it is still rising."

"This result is much better than the monthly sales of 10,000 units that we envisioned in the planning stage."

Zeng Tingting came to report the results of Future Auto to Cao Yang with a radiant face.

Xingchen Auto and Jaguar Land Rover have performed very well in recent years, and their performance last month was also not bad.

However, because they have performed well in the past, they did not bring any surprises to everyone.

Future Auto's S9 is different.

As the first electric car under Nanshan Auto Group, it still takes the high-end route and is equipped with the group's most advanced electrification equipment.

In this case, whether S9 can be recognized by the market is a matter of great concern to everyone.

Now the results for March are out, which can be said to be very representative.

Because this car was only sold domestically in the early days, it cannot represent everything for Nanshan Auto Group, which takes the international route.

Now that it has been launched simultaneously around the world and has experienced a full global sales month, this sales data is more convincing.

Cao Yang was also quite surprised by this result and said, "How can the monthly sales in foreign countries reach over 10,000 so quickly?"

"Which place sells the best?"

Future Auto's products cannot be sold in the United States, the world's second largest market, so it can be said that the impact is still relatively large.

But it is beyond many people's expectations that such a good result can be achieved under such circumstances.

After all, it is a high-end electric car.

Even if the sales price abroad is not much different from the domestic sales price, in some markets, the sales price is even lower than that in China due to the relatively low export tax rebates and import tariffs.

However, the price of S9 is still similar to that of BMW 7 Series and Mercedes-Benz S-Class in many places.

A luxury car.

At least the price is that of a luxury car.

"I have confirmed it again and again, and it is indeed sold more than 10,000 per month."

Zeng Tingting's face is full of confidence.

When she saw this data just now, she was full of doubts about this data just like Cao Yang.

But after confirming it carefully, knowing that this is the fact, the mood is completely different.

She is the general manager of Future Auto. Although S9 was designed by Cao Yang, a large part of the credit for the good sales will definitely be attributed to Zeng Tingting.

Even with the hot sales of S9, Future Auto's position in the global electric vehicle market has become more solid.

"At present, the Nordic market is the largest market for S9 in the future. The sales there in March exceeded 6,000 units, which means that 60% of our overseas market is contributed by several small Nordic countries."

"On the contrary, in places like Germany and France, the performance of S9 is so-so."

After Zeng Tingting said this, Cao Yang felt even more weird.

Nordic, that is a country of ice and snow.

You know, in China, electric cars definitely prefer warm places.

If you encounter severe cold, not only will the cruising range be greatly reduced, but the charging efficiency will also be reduced a lot, which greatly affects the user experience.

No matter which automobile company produces electric cars, it is inevitable that there will be problems in this regard.

Even some countries in Northern Europe are world-famous oil-producing countries. According to the general understanding of people, they should oppose the promotion of electric cars and fully support fuel cars.

After all, when the share of electric cars increases, it means that the sales of fuel cars will decrease, and the demand for oil will eventually decrease.

This should not be what those countries want to see, right?

But the result was completely different from what everyone imagined.

This time, Cao Yang was really interested and asked, "Have you analyzed the specific reasons? Why is S9 so popular in Northern Europe?"

Cao Yang's question was naturally what Zeng Tingting expected, so she gave the answer without any hesitation, saying, "Although Northern Europe is very cold and has abundant oil resources, it also has extremely abundant clean electricity resources."

"For example, Norway has abundant rainfall and hydropower resources, which results in sufficient electricity supply."

"Data shows that their electricity resources account for about 80% of hydropower and 20% of wind power, both of which are clean energy."

"At the same time, relevant departments have vigorously launched various preferential plans for electric vehicles. There are no tax fees for buying electric vehicles, and parking and charging can also enjoy many discounts."

"Also, although Norway is a major oil-producing country, the world's seventh largest and the largest oil producer in Western Europe, Norway has the highest oil price in the world. The price of gasoline is generally around 16 yuan/liter. Compared with electric vehicles, the cost of use is too high."

"Against this background, our S9 sales in Northern Europe have completely exploded."

After listening to Tongue's explanation, Cao Yang roughly understood it.

However, there are still many questions in his mind, saying: "Other models of Future Auto have been sold in Europe before, but I haven't heard of any particularly outstanding performance in Northern Europe, right?"

Although S9 is the best sedan in all aspects of Future Auto, Future Auto has already sold several SUV models globally before.

So it is normal for Cao Yang to have such doubts.

"The performance of various models of Future Auto in Northern Europe was not bad before, but it was just good."

"At that time, we focused our main energy on conquering the French, German and English markets."

"In addition, the demand for large SUVs in Europe is not particularly strong, and consumers there still care a lot about performance such as handling."

"The advantages of S9 in this regard are particularly obvious, so this time it has completely exploded."

These questions of Cao Yang are also the questions that Zeng Tingting had before.

Now it is just to re-explain the doubts that I have investigated and understood, so there is naturally no problem.

After figuring out all this, Cao Yang immediately said: "Since the Nordic market favors electric vehicles, it can be expanded as a key market in the future."

"Now we sell 5,000 to 6,000 vehicles a month, and maybe we can sell 20,000 to 30,000 vehicles a month in the future."

"At that time, Northern Europe will become the most important overseas market for Future Auto."

The world is so big, there are always some places that will bring surprises to everyone.

Cao Yang felt that this surprise was worth keeping.

The markets in developed countries in Northern Europe are often picky about products.

If the various electric vehicles of Future Auto can become hot-selling models in the local area, it will be a very good promotional material when expanding other markets.

After all, there are still many markets in this world waiting for NIO to explore.

However, Future Auto is happy, but some companies are not happy.

Especially Tesla, which also focuses on electric vehicles, after seeing the data of Future Auto and comparing the performance of its own Model S, Musk immediately called Max over.

"The global sales of Future Auto's S9 reached 13,000 units last month, of which the Nordic market contributed almost half of the sales."

"Why is the sales of our Model S in the Nordic region less than 100 units?"

Obviously, Model S was launched earlier than Future S9 and entered the international market earlier, but its sales are far less than S9.

Musk is definitely not satisfied with this result.

If it is just a little bit worse, it is fine. After all, he is more familiar with the future S9's shape and performance.

But the difference is so great that it is unacceptable.

Model S is obviously better than BMW 7 Series and Mercedes-Benz S-Class, and it has made BMW and Mercedes-Benz very embarrassed in the American market.

Why is it that the situation is completely different in Europe?

If everyone doesn't believe it, then forget it.

After all, the climate in Europe is generally cold, and it seems normal that there is no market for electric vehicles.

But the sales of future cars are not like that.

"The overall performance of the future S9 is too good. After using the NS8155 chip, the performance of the smart cockpit is very eye-catching."

"The performance of the smart driving chip produced by the same process is also much higher than ours."

"Their computing power is not several times higher than ours, but dozens of times higher."

"The performance of the battery under low temperature conditions is also very good."

"Coupled with the appearance that is very in line with European aesthetics, it is not surprising that it is popular there."

Although Max was also very depressed, he still had to explain himself first at this time.

Otherwise, it would become evidence of his poor work.

As a rising star in the American auto industry, Tesla's current attractiveness is also rapidly increasing.

Many executives of traditional car companies are now interested in joining Tesla.

So Max's position under his buttocks is not necessarily stable.

"I admit that after the S9 was launched later, some performances are indeed superior, but the gap is not so huge."

"Why do they have higher sales in such a small market like Northern Europe than our global sales?"

Masco's soul-searching question made Max not know how to answer.

Tesla's sales in March have exceeded 3,000 units, which is a record high.

Normally, this is a very remarkable achievement.

But everything is afraid of comparison.

The S9 of the future was launched later than yours, but the current sales are several times yours.

The key is that many of these sales are contributed by overseas markets.

This is hard to accept.

Masco is questioning Max now, and he may be questioned by shareholders in the future.

After all, Tesla's current performance is indeed a bit inferior to that of the future car.

When you think of another company under Masco, Space Exploration Technologies Corporation, which is now also suppressed by China's Venusstar Technology, things become more sensitive.

Especially, Future Auto and Venus Technology have a common boss, which is consistent with the relationship between Tesla and Space Exploration Technologies Corporation.

The media naturally prefer to report these two things together to give netizens some popular news.

"We didn't pay much attention to the Nordic side before, thinking that the temperature was so cold, and no one would like electric cars there."

"Now it seems that the situation is completely different. I plan to focus on the Nordic market next and compete with Future Auto."

"They are temporarily ahead now, but I think sooner or later we can surpass them."

Regardless of whether you can do it in the end, at least express your ideas to your boss.

Otherwise, how can your boss continue to use you with confidence?

"Then act as soon as possible."

"We should have an advantage in the Nordic market, and we should not let Future Auto dominate there!"

Following the conversation between Musk and Max, Tesla immediately took action.

Compared with Tesla, Volkswagen's mood may be more complicated.

Especially Volkswagen Huaxia, which has been struggling with the new electric vehicle platform for some time.

Now it seems that Future Auto is developing so well in their home base, and they are a little restless.

"Fondel, I think the headquarters should make up their minds as soon as possible and hand over all models of the electric vehicle platform to the Huaxia branch."

"We recruit R&D teams from the local area to speed up the development of electric vehicles. The headquarters only needs to support some traditional R&D engineers."

"Looking at the current development momentum of electric vehicles, if we don't speed up, we will be very passive at that time."

What Strauss cares most about every month is the movements of Nanshan Automobile Group.

As the largest automobile company in China, Nanshan Automobile Group's every move can figure out many problems.

In this regard, Strauss is also experienced.

"The sales of an S9 in Northern Europe exceeded 6,000 units, which is indeed a bit beyond everyone's expectations."

"The sales of electric vehicles of our entire group are not even 6,000 units a month now."

Fondel can be said to be watching the development and growth of Nanshan Automobile Group step by step.

Now it has reached the point where it can compete with Volkswagen.

If the scale and influence of its sister companies are added, Volkswagen is no longer a rival.

If he hadn't seen it with his own eyes, Vondel would never have believed such a thing.

"Yes, the current electric vehicle layout of the world's major automobile groups is just in the initial stage."

"If we speed up the pace of advancement now, we should still have a chance to lead the industry."

"We have communicated with Nanshan Battery and Nanshan Auto Parts before, and the electric vehicles produced in China will use their batteries and motors."

"I think we can be bolder, and electric vehicles around the world can consider using their parts."

"We can even produce electric vehicles in China and export them to all parts of the world."

"After the situation is opened up, we will produce some electric vehicles in China."

The greater the influence of the Huaxia branch, the greater the voice of Strauss and Vondel in Volkswagen.

Both of them are very clear about this.

I have already persuaded the headquarters to place some of the electric vehicles in China for research and development. Taking advantage of the fact that electric vehicles of future cars are making a big splash, it is obviously a good opportunity to further ask the headquarters for more rights.

Strauss has worked for so many years, and he must be very good at seizing such opportunities.

"I think it usually takes two years for China's own brands to develop an electric vehicle."

"But we need at least four years, which will definitely not keep up with the pace of market development."

"We will report to the headquarters with this entry point and apply to place most of the electric vehicles in China for research and development and production."

Vondel naturally understood what Strauss was thinking.

At this point, their interests were consistent.

So it was very important to communicate with the headquarters as soon as possible.

And Vondel had obviously found an entry point that he recognized.

In this regard, Strauss naturally had no objection, and immediately cooperated with Vondel's work and began to prepare relevant materials.

...

Unlike the active response of Tesla and Volkswagen, the situation on the Ford side was much slower.

Their best-selling models are generally large-displacement models, such as pickup trucks like F150, which are Ford's most important source of profit.

After the transformation to electric vehicles, these advantages of theirs were gone.

The most important thing is that their technical accumulation in electric vehicles is relatively weak.

Whether it is battery technology or motor technology, they have to rely on suppliers.

But if these two technologies are not available, Ford Motor’s people don’t know how to promote their company’s selling points.

So Ford Motor’s electric vehicle project is a bit difficult to produce.

“Mulally, I have communicated with many dealers during this period, and they are not very willing to sell electric vehicles.”

“I think the company’s electrification strategy does not need to be so radical?”

As the vice president in charge of sales, Melgen is also quite anxious now.

As a long-established automobile brand, Ford Motor has always been committed to technological innovation and product optimization.

However, the development speed of the electric vehicle market is too fast, which is full of challenges for traditional automakers.

So far, Ford Motor has no electric models to show off.

What’s more troublesome is that dealers are unwilling to sell electric vehicles.

“Why are they unwilling?”

“Electric vehicles represent the future, and few people should doubt this, right?”

Mulally frowned, not quite understanding.

In recent years, under his leadership, Ford Motor has achieved profitability and has the strength to increase R&D investment.

The transformation to electrification is the latest decision made by Mulally in the past two years.

However, large-scale electric vehicle production has not yet arrived, and the situation seems to be not very favorable.

"Because dealers sell electric vehicles, they need to first build corresponding charging equipment and maintenance facilities, and at the same time invest in training sales and maintenance personnel, and even need to build charging stations. The overall cost is estimated to be $1 million."

"This is a big burden for dealers. In addition, with the high prices of electric vehicles today, it is a question whether the entire market needs so many electric vehicles, so many dealers are even more reluctant to sell electric vehicles."

In Melgen's view, dealers open their doors to do business to make money.

If selling electric vehicles cannot make money, then even if Ford Motor promotes it with all its strength, the final effect will not be very good.

However, Mulally has different concerns. He said, "Whether it is Tesla or Future Motors, the current sales of electric vehicles are very good."

"Especially for our old rival, the sales of S9 have exceeded everyone's expectations."

"Although the sales of more than 10,000 a month may not seem like a big deal, considering the overall situation of electric vehicles, this sales volume is already very impressive."

"If Tesla and Future Motors launch more affordable electric vehicles in the future, will sales surge further?"

"It will be too late for us to consider electrification by then."

It has to be said that Mulally has a good vision in this regard.

Electric vehicles represent the future, and he believes in this very much.

The capital market in the United States is now also very fond of Tesla.

So Ford Motor must make some moves in electrification, so that it can better stimulate the stock market.

Otherwise, there will be no story to tell, and the stock price will not be worth looking forward to.

As a CEO, the first thing to consider is the interests of shareholders.

And the interests of shareholders are mainly two points, one is profit, and the other is stock price.

Although electric cars will reduce profits, if the stock price can rise significantly, it will obviously be no problem.

After all, shareholders can get more benefits by cashing out their stocks at any time if they want.

"That's what I said, but if we can't produce electric cars that are very competitive and can make dealers make money, I'm afraid the road to electrification will become very bumpy."

Melgen didn't want to pour cold water on his boss.

However, there are some things that must be said in advance. If Ford's electric cars can't be sold, he, the vice president in charge of sales, will probably become a scapegoat.

Melgen had worked so hard to get to this position, so he naturally didn't want to lose it.

So it was necessary to make things clear in advance.

Mulally was also a smart man, so he could guess some of Melgen's thoughts.

But he had no choice. As an airborne soldier, he didn't have much foundation in the middle level of Ford Motor.

He could still move forward step by step until the situation could no longer be reversed, and then consider turning around.