Recently, Lincoln star, the first pure electric concept car of Lincoln brand, completed its world debut and officially opened the prelude to the electrification of Lincoln brand all in. Lincoln star is built through pure electric expandable architecture and equipped with the next generation Lincoln Zhilian system. When it will be put into mass production has not been officially disclosed.
"The current wave of electrification has brought great opportunities for our business growth. Lincoln's choice of electrification is a real road of self subversion. We will fully accelerate the company's business transformation, deeply focus on electrification and intelligent development, create a new customer experience and truly achieve all in electrification." Chen Anning, President and CEO of Ford China, said.
According to the plan, by 2025, Lincoln plans to launch three new pure electric vehicles. At that time, more than half of Lincoln's global sales will come from pure electric vehicles, and Lincoln's fourth pure electric vehicle will be officially launched in 2026.
In addition to Lincoln, Mercedes Benz, Audi, BMW and other luxury brands have recently launched flagship pure electric products. Among them, Mercedes Benz's new EQS pure electric SUV is the world's first, which is the third model being developed by Mercedes Benz based on the pure electric platform; The Audi urbansphere concept car has also completed its global debut, which means that the product camp of its pure electric PPE platform has been preliminarily completed; The BMW i7 built based on the new generation clar architecture has also been successfully unveiled. Equipped with BMW's fifth generation electric drive system, it has far-reaching significance for its electrification transformation.
It is worth noting that, driven by the rapid development of the new energy market, in addition to traditional luxury brands, many new car making brands also target the luxury electric vehicle market, such as Weilai, Gaohe and other new brands.
However, in the early stage, traditional luxury brands tested the water and electric transformation with "oil to electricity" products, which obviously hasn't made them stand firm in the era of intelligent electrification. According to the terminal retail data released by China automobile center, in March this year, the sales of high-end pure electric vehicles with more than 300000 yuan of Mercedes Benz, BMW and Audi were 3123, 1199 and 116 respectively. The sales volume of Weilai in March was 9829, which has exceeded the sum of the three companies.
Today, the major traditional luxury brands have launched electric products based on the new pure electric platform, and have formulated a comprehensive transformation strategy to electric, which shows their determination to all in electric.
\u3000\u3000 "Two years ago, for mainstream luxury car brands, the impact of electric vehicles was not great. Manufacturers were not so willing to promote improvement, but waited and saw for a while. But in fact, they missed a period of time. In the past two years, new power brands Weilai, Xiaopeng, ideal and Tesla, including Chinese brands Wuling Zhiguang and Byd Company Limited(002594) occupy many mainstream markets. However, mainstream luxury car brands have a chance to regain their strength, It's not a 100000 or 200000 class market, but a redefinition of electric luxury cars. " A senior manager of a luxury brand said in an interview with the reporter of the daily economic news.
In the view of the above executives, for example, the EQS of Mercedes Benz is very different from the existing luxury electric vehicles in the market in terms of interior decoration, mileage, parameter configuration and price. If it is recognized by consumers, it will establish the image of electric luxury vehicles. Mercedes Benz, BMW and other traditional luxury brands will also sort out the sequence of electric luxury cars, including class A, class B, class C and other different levels.
Bohai Securities Research Report believes that the global new energy vehicle industry will accelerate development, luxury brand car enterprises will accelerate the promotion of new energy strategy, the growth and investment logic of new energy vehicle industry will be transformed into global logic, and the industry "catfish" effect will become more and more obvious.
