· Ding Lei joined LeTV is to build a car or build momentum?

At the Frankfurt Motor Show, which opened recently, Ding Lei, co-founder of the new music car, made a public appearance. This is the first show of Ding Lei's return to the automotive industry in important public occasions.
Previously, there have been multiple versions of Ding Lei’s return to the car circle, from joining Tesla to Apple to the final LeTV. Why does Ding Lei look at LeTV supercar? Why did LeTV choose Ding Lei? Does Ding Lei’s participation mean that LeTV’s car-making plan will become more and more reliable? In this issue, Geshi Liheng invited Cao He, chief analyst of China’s national securities auto industry. Ye Sheng, research director of Ipsos Research Group, and Zhang Xiang, senior consultant of Strategic Consulting Department of Neusoft Group Co., Ltd., discussed the above issues.
One of the balances: Ding Lei resigned back to the auto industry, why did you choose LeTV supercar?
In June of this year, Ding Lei, the deputy head of the official to Shanghai Pudong New Area, presented his resignation and was ready to return to the status of “autobot”. Immediately, the media exposed that Tesla had extended an olive branch to Ding Lei and invited him to be the general manager of China. Obviously, the return of the veteran who has 23 years of experience in the automotive industry will inevitably lead to a talent war for auto companies. However, Ding Lei, who took the initiative, finally chose to join LeTV and abandoned the previously rumored Internet car companies such as Tesla and Apple.
I would like to ask, what is LeTV's extraordinary place, so that Ding Lei so favored, and eventually "hands" with it?
In this regard, Cao He said frankly that Ding Lei's return and joining LeTV is more of a personal choice. From his character characteristics, Ding Lei mainly wants to challenge the industry and challenge himself again.
As for why Ding Lei did not choose Tesla, Apple and other companies? Cao He said that in essence, the development of Tesla and Apple has been relatively mature and shaped. "Even if Ding Lei joins to help out, Tesla and Apple will develop according to the established rules and will not make much change."
"And Ding Lei chose LeTV, indicating that he saw the automotive industry will usher in change." From the current development of China's auto industry, in the next 20 or 30 years, cars are likely to undergo a revolution in terms of intelligence and the Internet. Cao He pointed out that LeTV's development strategy is longer than other companies. "LeTV builds cars, and more is to add some intelligent, Internet things, which is precisely the direction of the development of the automotive industry in the next two or three decades."
For Ding Lei's return, Ye Sheng first pointed out that he is unlikely to return to the traditional automobile industry. "The traditional auto industry wants to make major breakthroughs more difficult, and now the car sales are slowing down, and it has encountered a bottleneck period."
Ye Sheng also said that Ding Lei is very optimistic about the eco-environment of the car, which can be seen from Ding's blog post. The concept of "SEE Plan" and "Ecosphere" promoted in LeTV's car is not in line with Ding Lei's claim. In addition, LeTV's concept of car entertainment and car sharing is also relatively advanced, and its development prospects are good. The government also attaches great importance to this. Tesla’s performance in China in recent years has been somewhat unacceptable and the development prospects are worrisome.
Zhang Xiang also pointed out that after a period of fiery heat in China, Tesla has slowly faded away. From the inventory cars in the first half of this year, the attitude of Chinese consumers can be seen. The Internet car that LeTV strongly promotes is regarded by the venture capital industry as a rising morning star. For Ding Lei, it is a better choice to participate in a company with more potential for development.
On the balance: In 2011, Ding Lei, who was suddenly "away from" the automobile industry, still can't forget his "autobot" status even after years of politics. This return is the best proof. As for why it will choose LeTV, it is necessary to look at the future development trend of the automobile industry. The interconnected and intelligent new energy automobile industry is like a pig on the wind. The prospect is beautiful and challenging. . Ding Lei has a dream, that is, "to devote himself to the interconnected intelligent new energy automobile industry and the wave of change in the efficient and interconnected intelligent transportation of human society." LeTV is also on this road, and it is also very different. It must be said that the Lexus super car gave Ding Lei a series of pound titles that other Internet companies can't match, such as: co-founder.
On the second of balance: Why did LeTV choose Ding Lei?
On September 10th, Le Yue Group Chairman Jia Yueting announced through Weibo that Ding Lei, former vice president of SAIC Group and general manager of Shanghai General Motors, as the co-founder of LeTV Supercar, joined LeTV as an investment, team and project to become the global deputy of LeTV Supercar. Chairman, Executive Director, Vice Chairman, CEO and President of China and Asia Pacific, and concurrently Senior Vice President of LeTV Holdings. Seeing these titles, you are afraid to ask, what does Le consider to be so valued by Ding Lei? In this regard, Cao He bluntly said that LeTV chose Ding Lei, first to promote the flow of capital, and secondly to be a car. "From the perspective of some of the car-making concepts released by LeTV, mainly to gather capital, Ding Lei's joining makes these conceptual things more convincing."
"LeTV mainly wants to rely on Ding Lei's personal brand in the automotive industry." Ye Sheng Tan Chen, if it is from the electric car or car sharing platform, Ding Lei's role is not so big, and its own ability is also lacking. However, after the LeTV electric vehicle is still going to return to the traditional car, it also involves matching, assembly, testing and supplier development management. At this time, Ding Lei, who is a traditional car, definitely has an absolute advantage. “Ding Lei and LeTV, combining the traditional concept of making cars with the concept of the Internet, is a perfect combination.”
Zhang Xiang told reporters that Ding Lei, as the former general manager of SAIC GM and the former deputy head of Shanghai Pudong New Area, has a dual experience of traditional automobile industry and government management, while China's automobile management is different from foreign countries. The Chinese auto industry is controlled by local governments. LeTV's choice of Ding Lei is undoubtedly a fancy of its rich experience and resources, but also a good car plan.
At the same time, Zhang Xiang also pointed out that LeTV's choice of Ding Lei's more direct purpose is to attract venture capital and promote financing. “Many investors are not sure about LeTV, and Ding Lei can be seen as an affirmation and recognition of LeTV's car, which is conducive to stabilizing investors' confidence.”
On the second of the balance: the choice is two-way, reviewing Ding Lei's resume in the automotive industry, can be described as brilliant. After the automotive industry, Ding Lei and the relevant government departments have mixed. There are not many cross-industry leaders who now have experience in automotive and administrative management. The arrival of Ding Lei is undoubtedly a plus for LeTV. But we must also face up to the real purpose of the invitation of Ding Lei, the Internet company, to create a car or build momentum? We still don't know. But what is certain is that Ding Lei's joining has made the outside world, especially the venture capital, have more confidence in LeTV.
On the balance of three: Ding Lei's joining does it mean that LeTV's car-making plan is more and more reliable?
There have been many cases in which traditional automakers have switched to the emerging "Internet car companies". Bo Hui's Shen Hui, Wei Lai's Li Xiang and Li Bin, joined Le Shi's Lu Zhengyu and so on at the beginning of the year. From the direction of talent flow, we can see the heat of interconnected vehicles. However, until now, the Internet has only seen the concept of building a car, but it has not seen a real car. I wonder if the addition of Ding Lei will make the LeTV super car manufacturing plan improve the schedule, more reliable?
However, from the attitude of the experts interviewed, they are still not optimistic about LeTV's car-making plan.
Ye Sheng first stated that LeTV had made the production and sales of electric vehicles too simple. “The early industry debated the debate over whether Internet can be successful, and I was not very optimistic at the time.”
"LeTV built a car, now the vehicle qualifications have not been obtained, let alone start the road." Cao He bluntly, really build a car involving multi-party propaganda and a variety of strategies, the car's long industrial chain, plus tens of thousands Once the components are really starting to implement many problems, they must be highlighted. "How long Ding Lei can stay, whether LeTV can finally make a successful car, but also depends on the development of the automotive industry."
Cao He also pointed out that LeTV's positive meaning is that no matter what kind of car will appear in the future, there will be some changes in the auto industry in the next 20 or 30 years. LeTV includes many other alien cross-borders to join in to explore. The future of the car will definitely be good.
On the balance: From the LeEs car SEE program to the LeTV car ecosystem, it sounds like a high-end atmosphere, and the momentum of LeTV's car is getting stronger. The development trend of cars gradually becoming intelligent towards the Internet is not false, but who is successful in the Internet? The LeTV super car plan, after the joining of a group of traditional auto people such as Dingjiao Ding Lei, hopes to truly implement the "making a car". Instead of boasting.
Gai Shi Heng Heng: It is a brand car comment column created by Gass Automotive Research Institute, dialysis of new phenomena, new hotspots, new laws and new trends in the automotive industry; with industry senior experts, authoritative media people and corporate executives as the main body of speech, more Discuss the changing Chinese and foreign auto industry at different levels and at different angles.

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