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扫码加钉群 十万创业者 与你为伴

雷丁有难,潍坊支援

这家车企就是雷丁汽车,虽然表面看上去光鲜亮丽,但已经到了步履维艰的地步。在过去的11月份

像雷丁汽车这样的车企,还能救得回来吗?

有这么一家车企,在其官网上的新闻一片喜报。比如获得2021当代好设计奖、千台订单发运非洲、进军东南亚、成立现代产业学院,咋看之下还以为是一家颇具实力的自主品牌车企,实际上这却是一家靠低速电动车起家的企业一年进展。

这家车企就是雷丁汽车,虽然表面看上去光鲜亮丽,但已经到了步履维艰的地步。在过去的11月份,雷丁汽车收到包括被执行、法院纠纷、股权出质等在内的16条风险提示,可以说,现在的雷丁汽车正在经历前所未有的经营危机。

在更早之前,陆续有经销商爆料雷丁汽车在收到全款后不发车,已有一年之久,累计2000万元,并质疑雷丁资金链出现严重问题、甚至破产。而击破这则传闻的是在近期,雷丁汽车完成A轮融资,整体融资规模为32亿元,该融资由潍坊市潍城西部投资发展集团领投。

这样一出当地政府出手拯救当地车企的戏码,前几年已经在全国各地无数次的上演。而到头来,能够活下来的车企寥寥无几,更多的车企在激烈的竞争和无止尽的烧钱中灰飞烟灭。那么,像雷丁汽车这样的车企,还能救得回来吗?

雷丁的三次机遇

诞生于2008年的雷丁汽车,发展至今主要经历了两个阶段。第一为制造低速电动车即“老头乐”时期,第二是在2019年重组野马汽车获得乘用车造车资质,转型后进入微型电动车领域。第一阶段基本上成功,重点在第二阶段的乘用车市场受到阻力。

雷丁汽车最初由山东比德文投资成立,而比德文也是一家生产低速电动车的企业,包括比德文还孵化了宝路达这一“老头乐”品牌。也就是说,最早这三个品牌的产品都是同一个底子的“换壳车”。

低速电动车在山东省是一个庞大的产业,像雷丁、比德文和宝路达这样的公司不在少数,但这些产品由于无需上牌、无需驾照一直游走在灰色地带。也正是因为“老头乐”的这一特殊性,这样的产品在很多城镇市场颇受欢迎。

雷丁汽车也凭借着如此“接地气”的低速电动车产品,于2016年-2018年分别实现15万辆、21万辆和28.7万辆销量规模,连续三年获得中国低速电动汽车销量冠军。并且市场占有率一度超过30%,尤其是2018年总营收高达120亿元。

实际上,早在2015年,低速电动车产业就成为了3亿辆的大市场。但是由于相关法规政策标准“缺位”,小型电动汽车带来许多问题,工艺简陋、粗制滥造、安全性差、事故频出等行业现状成为共识。

因此在2018年开始,国家六部委发布《关于加强低速电动车管理的通知》,要求各地开展低速电动车整改工作,同时也明确指出禁止增加低速电动车产能。曾经在夹缝中生存的雷丁开始转型,试图进军乘用车市场。

2018年4月,雷丁收购陕西秦星汽车有限公司,获得新能源商用车和特种车生产资质。2019年1月,雷丁以14.5亿元收购川汽野马汽车,获得新能源汽车、传统油乘用车、客车的生产资质。拿下野马资质后,雷丁曾在2019年一口气推出i3、i5和i9三款电动车产品。

但是没有乘用车生产和销售经验的雷丁汽车吃到了苦头,数据显示,2019年雷丁汽车总销量仅3387辆,上市仅一年后便全面停售。原因有二,其一是电动车市场当时发展受阻,其二是雷丁电动车产品竞争力不足。

真正让雷丁汽车看到希望的还是其比较拿手的微型电动车市场,2020年7月,五菱宏光MINI EV横空出世,带动了微型车市场快速崛起。当年8月,雷丁汽车称进入3.0时代并推出了全新电动车产品芒果,当时还请了黄晓明做品牌代言人。

雷丁汽车的目标是在2023年实现整体上市,2025年销量超200万辆。如此自信的根源在于多年低速电动汽车销售经验,让雷丁汽车在全国积累了3000余家所谓的一级经销商渠道以及10000余家二级经销商渠道。

目前雷丁汽车旗下有雷丁芒果、雷丁芒果Pro、雷丁芒果Max三款产品,主攻A00级纯电微型车市场。不过微型电动车市场的竞争超出了雷丁汽车的想象,除了五菱、奇瑞、长安、欧拉等传统大厂外,国金、大运、凌宝等企业都也纷纷布局。

数据显示,雷丁芒果在2021年的销量为3.04万辆,2022年1-11月销量仅为1.79万辆。通过对比可以看出雷丁汽车的总销量不仅不如五菱宏光MINI EV的单月销量,甚至都无法与国金、凌宝、朋克等这样的末流品牌竞争。

销量的一蹶不振,导致了雷丁汽车的整体经营出现了严重问题,也就是文章开头所呈现的那样。今年,雷丁汽车与母公司比德文开始密集出质旗下公司股权,涉及到银行、信贷公司以及当地政府。因此也有人质疑,这32亿元是融资还是卖身?

风口转瞬而逝

不过在目前雷丁汽车的股权架构中,依然没有出现当地政府的身影。而官方也称这32亿元资金将主要用于整车产品研发、营销投入、渠道支持拓展、生产能力建设等与雷丁主营业务经营及拓展相关事宜。

山东是低速电动车之都,包括雷丁、金彭、康迪、丽驰纷纷转型进入小微型电动车赛道,雷丁的转型是众多低速车企业谋求出路的一个缩影。对于山东省来说,这些与汽车产业相关的企业是创造就业和税收的利器。一旦垮掉,山东省GDP也会受到影响。

但微型电动车市场竞争白热化也是不争的事实,低速电动车企不仅需要面临着传统车企的冲击,而另一边,传统车企也在疯狂的内卷。目前,国内在A00级电动汽车这一细分市场,竞争者越来越多。除了五菱、欧拉、奇瑞、长安等,还有零跑、哪吒等新造车企业虎视眈眈。

另一边是微型电动车增量不增收的情况,亏损是摆在所有车企面前的一道深渊。归根到底还是因为去年以来整个行业的制造成本不断上涨,而微型电动车天然没有涨价的土壤与空间,最终我们看到诸多主流车企停止接单。

微型电动车市场所具有的天花板与瓶颈,是肉眼可见的。制造成本尤其是动力电池原材料价格不断上涨,加之终端消费者的购买力持续上升,疫情消散开启报复性消费,纯电小车终端份额的渐渐萎缩,已然成为板上钉钉的事情。

除此之外,随着市场深度转型,推动微型电动车市场发展的难度与阻力都在与日俱增。从整体市场形势来看,该细分市场增速已经开始逐步放缓,市场进入调整期。方正证券在研报中指出,截至2022年上半年,微型车的市场渗透率接近100%,几近饱和。

无论是大厂的停止接单,还是低速电动车企的转型困难,微型电动车无论是品牌价值还是技术要求,都处在行业的最底端。未来,车企还需加强在制造、技术、产品、品牌等方面能力的提升,才能更好地在激烈的市场竞争中真正拥有一席之地。

市场的风口转瞬而逝,这些生不逢时的车型在消费浪潮中死去也无可厚非。不仅仅是微型电动车市场,包括汉腾、游侠、博郡、拜腾、奇点等品牌同样无法更进一步。相关数据统计,最近三年间已有16家新能源汽车企业倒下。

那些起步缓慢,销量迟迟上不去的电动车企们,想要靠新能源的红利“苟延残喘”,几乎是不可能的事情了。强大的市场竞争和残酷的资金压力,将成为压死骆驼的最后一根稻草。新能源的“弯道超车”之路,最终证明捷径是最远的路。