Author | Wu Ruixin
With the rumor of "the most expensive electric car in China before", Changan Automobile lost 9 billion yuan in one day.
On February 28th, Netcom Changan Automobile negotiated to purchase 51% shares of Gaohe Automobile and will take over Gaohe Automobile. Subsequently, Chairman Zhu Changrong of Changan Automobile responded to CBN by saying:Talking about it, it’s far from "proper", get to know it..

The word "far" makes people feel that the possibility of acquisition is not great. At the same time, the market is also skeptical about this transaction. As soon as the news came out, Changan Automobile’s share price plummeted by 6%.The market value evaporated by 9.2 billion in one day.. On the 29th, when the auto sector rose sharply, and the stocks such as Celeste all went up, Changan Automobile only rose by 3.54%.
Even weirder,Changan Automobile suddenly denied the acquisition of Gaohe today, calling it a false report..

What are the concerns of Changan Automobile?
one
Its three new energy brands have poor performance.
First of all, we must be clear about one thing: Changan Automobile has the strength to acquire Gaohe.
But why is the market not optimistic about Changan Automobile’s acquisition of Gaohe Automobile?
Let’s look at a set of data. Gaohe Automobile is currently on sale, with three models: HiPhiX, HiPhiY and HiPhiZ3, but Gaohe sold 8681 vehicles in 2023. In the new energy vehicle market where the environment is more involved at present, This sales volume is completely uncompetitive. .
Let’s look at Changan Automobile, a high-quality player in domestic cars, which has performed well in the past two years. In the third quarter of 2021 ~2023, Changan Automobile’s revenue was 105.1 billion, 121.3 billion and 108.2 billion respectively, and its net profit returned to its mother was 3.552 billion, 7.798 billion and 9.882 billion respectively.
In 2023, the annual sales volume of Changan Automobile exceeded 2.55 million, an increase from 2.346 million in 2022. However, among them, the sales volume of independent brand new energy is only over 470,000 vehicles, accounting for only 18.43% of the total sales volume.
You know, in the first 11 months of 2023, the penetration rate of new energy vehicles in China was 36%. Obviously, Changan Automobile is still in a backward state in the field of new energy.
At present, Changan Automobile’s independent new energy brands are only Changan Qiyuan, Deep Blue Automobile and Aouita, which are positioned in the mid-to-high-end market of less than 100,000 yuan, more than 200,000 yuan and more than 300,000 yuan respectively. However, the performance of these three major brands in 2023 is only mediocre.
Among them, Changan Qiyuan, which was officially released in August 2023, had a cumulative sales volume of only 40,000 vehicles by the end of January 2024; The sales of dark blue cars for young people were also flat last year. According to the official data released by Deep Blue, 136,912 vehicles were delivered in 2023, only 68.45% of the annual sales target was completed.
It is worth noting that the original sales target of Deep Blue Automobile in 2023 is 400,000 vehicles, which is 100,000 vehicles higher than the sales target of LI. But in a few months, Deng Chenghao, CEO of Deep Blue Auto, changed his mind at the Shanghai Auto Show and lowered his target to 200,000 vehicles.
In terms of quality, deep blue cars also have frequent problems. In mid-2023, China Automobile Quality Network issued several warnings in succession, saying that the platform received complaints from the owner of Deep Blue SL03 that there were abnormal noise and brake failure in the vehicle braking system, which was sudden, dangerous and uncontrollable, and the consequences were serious. Its safety risk level was high, and consumers were advised to buy it carefully before the related problems were solved. In the list of "China Automobile Brand Quality Ranking in the First Half of 2023" published by China Automobile Quality Network, Deep Blue Automobile ranks first from the bottom.

Aouita, which faces the high-end market, is even worse. In 2023, the sales volume was only 27,589 vehicles, which was only 27.59% of the previous annual sales target of 100,000 vehicles, which was bleak.
In general, Changan Automobile has performed well in the past two years, but Mainly relying on fuel vehicles, the performance of new energy vehicles is flat. . Zhu Huarong, the chairman of the board of directors, once admitted frankly: Changan New Energy is losing money in the whole industrial chain, and the loss is very serious.
Now let’s look at the acquisition of Gaohe. If the price is not high, Changan Automobile can take this opportunity to harvest the technical precipitation of Gaohe Automobile for many years and a high-end brand of new energy.
But judging from the large liabilities and income, A careless acquisition of Gaohe may bring down Changan Automobile, which had developed steadily. .
It is no wonder that the director of Changan Automobile will deny the acquisition of Gaohe Automobile on the interactive platform today.
2
Battle 2024
BYD gave Changan a "duel" at the beginning of the year.
There is a high probability that the acquisition of Gaohe will be ruined. What is certain, however, is that Changan Automobile decided to do a big job in the field of new energy this year.
As mentioned earlier, the sales of three new energy brands under Changan Automobile were bleak last year. In December last year, the senior management of two new energy brands under Changan Automobile suddenly ushered in a big reshuffle.
First of all, at the beginning of December last year, the chairman of Changan’s "son" Aouita was replaced. Zhu Huarong, the chairman of Changan Automobile, also served as the chairman of Aouita, and Tan Benhong, the former chairman of Aouita, was transferred to be the deputy secretary of the Party Committee of Changan Automobile. Subsequently, at the end of December, Chen Zhuo, Vice President of Aouita, was promoted to President, who was fully responsible for the operation and management of Aouita.
In addition, Wang Xiaofei, vice president of Changan Automobile and chairman of Deep Blue Automobile, also joined the Aouita system to assist Zhu Huarong in Aouita operation, major project promotion and key business operation. Wang Jun, president of Changan Automobile, is the new chairman of Deep Blue Automobile.
First, the second-in-command personally took charge of Aouita and Deep Blue Auto, and released a strong signal to the outside world: this year, Changan Automobile will enlarge its recruitment in the new energy field.
One of the evidences is the annual sales target of Changan Automobile this year.
At the 2024 Changan Automobile Global Partner Conference in January this year, Changan Automobile announced this year’s goal:
The total number of scalar vehicles is 2.8 million!
Catch up with BYD, which ranked first in new energy sales last year-3.02 million vehicles.
Among them, new energy:
Changan Qiyuan has 250,000 vehicles, Deep Blue has 280,000 vehicles and Aouita has 90,000 vehicles.
Compared with the sales volume in 2023, Changan Qiyuan will increase by 525%, Deep Blue will increase by 104% and Aouita will increase by 233%. Is not a simple goal.
And deep blue car internal set goals for yourself, even higher: 450,000 vehicles!
It is more than three times the sales in 2023.

△ Deng Chenghao, CEO of Deep Blue Auto, published the 2023 New Year’s essay in Weibo, setting an annual sales target of 450,000 vehicles.
However, this year’s rims are not easy to mix, even bigger than in 2023!
At the beginning of the year, BYD shouted " Oil is lower than electricity. "Slogan, the price of the tram down to 70000 yuan. Among them, Chang ‘an Qiyuan followed closely, reducing the price of Qiyuan A05 by 11,000 yuan. The words "Sword refers to the dynasty" on the poster suspected that BYD Qin PLUS was regarded as an opponent.

But BYD’s big move is not only that.
On February 28th, BYD zoomed in and officially launched the glory version of Song PLUS. Compared with the previous champion version, the new car was further upgraded in terms of configuration, and the price was fully lowered, starting from 129,800 yuan. At the same time, the glory version of seal DM-i was also launched, and the price was as low as 149,800 yuan.
It has attracted countless netizens to call "BYD is crazy" and "too curly"! # BYD Song # also boarded the hot search in Weibo.


Just started the year, BYD gave its friends two "threats". . It can be seen that in the face of such a crazy attack on BYD, it is more difficult for Changan Automobile to achieve its annual sales target.