In 1886, the first car was born, the curtain of the world’s automotive history, in 1908, the Ford Model T was born, popular all over the world, Ford alone with this model accounted for more than 50% of the global car sales share. That record remained unshakeable for a century until Tesla embarked on a new revolution in the electric car space, sweeping the U.S. luxury car market with the Model S and Model X, which now account for 75 percent of the U.S. electric car market.
Tesla’s wild-eye electric car market is a must-see for traditional car makers, with the ford electric SUV Mustang Mach-E unveiled on Monday and Tesla launching a powerful counterattack on Friday with the electric pickup Cybertruck.
Cybertruck refreshes the perception of “pickup” – the sci-fi shape, the hard-core smell of Cyberpunk, the bulletproof body (but not the steel ball) … It’s like a chariot in a classic sci-fi movie. It’s worth noting that Cybertruck uses the alloy metal used by SpaceX, and the enhanced version will become a Mars-specific truck.
The car’s over-the-future design has caused controversy on social media and among Wall Street analysts. Some netizens even said the car was designed to be too unusual and could stop selling after two years of sales.
Tesla’s shares plunged 6 percent on Friday, in what the media said reflected a “no-frills” about Musk’s new pickup truck and concerns about its future market potential.
In the face of a lot of skepticism, Musk tweeted today: “So far, 42 percent of the 146,000 Sebo pickup orders have chosen dual motors, 41 percent of them three motors and 17 percent single motors.” “
Cybertruck’s launch is a seven-year-old pickup dream, and in 2012, shortly after the Model S was released, Musk publicly announced the idea of building a super pickup truck with “crazy torque, dynamic air suspension and amazing handling.”
In addition to his personal feelings, musk’s other reason for launching the pickup is clear : it’s the world’s second-largest car market and one of the best-selling models in the U.S.
The top three U.S. sales last year were for Ford’s F-Series, Ram and Chevrolet Silverado, with the Ford F150 selling one car on average every 35 seconds, according to the data. In addition, pickuptrucks have always held 4-5 positions in the U.S. model sales rankings in the last 10 years.
Photo: Motor Intelligence
According to GoodCarBadCar, a car sales statistics website, total U.S. auto sales in 2018 were about 17.32 million vehicles, of which pickup trucks sold about 2.9 million units, or 17 percent.
The global market size of pure electric vehicles (EVs) will reach 22.02 million units by 2035, 16.9 times the 1.3 million in 2018, according to forecasts compiled by Fuji Economics, a Japanese research firm.
In the face of such an enticing market, whether it’s a powerful traditional car company, an ambitious Musk, or any other start-up, it’s not like to miss it, and “electric cars and pickups” have become a new way of thinking about making cars.
What followed was a game between traditional car companies and start-ups.
Electrification of established players
Both Ford and GM have developed their own electric pickup strategies for electrification.
Earlier, Ford released a promotional video in which an all-electric F-150 slowly dragged a 1.3 million-pound train. This marketing of the F-150 was a great success for the target customers who valued the practicality and drag power of the car.
Ford, for its part, first devoted itself to developing mixed and purely electric versions of the F-Series pickup as the basis for maintaining its sales. Second, Ford invested $500 million in Rivian, the car maker. Third, Ford’s strategic partnership with Volkswagen focuses on the development of the mid-size electric pickup Ranger. Based on these three measures, Ford is trying to maximize the speed of development and delivery of the electric pickup.
And the U.S. pickup market is almost divided by Ford, GM, Fiat Chrysler, watching Ford, Tesla release electric pickup, GM can not sit still. GM’s U.S. sales rose 6 percent in the third quarter, helped by increased demand for lucrative full-size pickups, SUVs and crossovers, the company said. The importance of gm to the U.S. pickup market is evident.
GM CEO Mary Barra announced plans to bring electric trucks to market in the fall of 2021. In September, GM pledged $7 billion in the U.S. to invest in electric-car powertrains and high-margin models such as pickups and SUVs.
The cash-strapped Chrysler Ram is mired in the overall strategy of the entire Fiat Chrysler Group, which will be boosted by sales of GM and Ford’s pure electric pickups.
As for Toyota, it is clearly not optimistic about the future sales of pure electric pickups in the North American market and does not consider them worth commercializing. But it will apply lower-cost hybrid technology to the Tundra pickup to meet strict local emissions regulations.
Can a car-building company bend overtaking?
Cybertruck, which recently swiped its screen, neednot say much, and its unique shape is even more impressive. So what have Tesla’s competitors done lately?
Star start-up Rivian plans to start selling luxury pickup R1Ts by the end of 2020. In addition, Rivian has so far secured more than $1 billion in financing, and some even believe it will become “Tesla in the electric pickup world”. Not only that, but Rivian has poached a number of elite talent from car companies such as Ford, McLaren and Tesla.
On the technical side, Rivian also has a tough fight, with three big screens. One replaces the traditional dashboard, the other replaces the turntable behind the steering wheel, and the third is the back for infotainment and temperature control for the rear passenger. The R1T is also equipped with cameras, lidar, radar and ultrasonic sensors for three-stage autonomous driving.
In addition to the electric pickup, the company also produces an electric SUV called the Rivian R1S. The company is said to have received orders from Amazon for 100,000 electric trucks.
Atlis XT has fewer employees and money, so it’s always under-counted. Atlis plans to bring 500 miles of long-range labor trucks to market by 2020. Atlis made it clear that they did not want to enter the luxury market, but rather wanted to create a fully functional electric work pickup.
Atlis also plans to make some technical changes to their electric pickups. Replace the rear-view mirrors with screens mounted on both sides of the steering wheel to better observe your surroundings. They also plan to include adaptive cruise control options and autonomous driving capabilities in future Atlix XT and future projects.
In addition to trucks, Atlis wants to enter the infrastructure market and build charging stations for electric trucks and electric vehicles.
Bollinger now has two electric cars on the market, the B1 is a sport utility vehicle and the B2 is an electric pickup truck.
As a smaller company, Bollinger has no intention of making its own engines or batteries. Instead, they will stop producing most of the components and focus on the assembly and design of electric pickups. The release date of Bollinger B1 is set for 2020, and the Bollinger B2 electric pickup will be available shortly.
Technically, Workhorse’s electric work car, the W-15, will be the first electric pickup to be delivered this year, a plug-in hybrid pickup truck with no self-driving-related features and an interior that looks like a regular truck.
In fact, as early as last year the W-15 electric pickup truck was open for pre-order, starting at $525,000.
With the influx of car companies, the field of electric pickups is becoming more crowded, and 2021 will be a crucial year for electric pickups, with the sound of grabbing the electric pickup market.
In recent years, the U.S. market frenzy over pickups and electric pickups has spread to China.
The domestic pickup market is “awakening”
Unlike the U.S. pickup truck’s long-term dominance of car sales rankings, the penetration rate of domestic pickup trucks is very low, according to the data of the Federation, China’s pickup truck market penetration rate in 2018 is only 1.6%, with the U.S. 17% penetration gap of 10 times.
But this sales trend has improved significantly in recent years, with total truck sales in 2018 reaching nearly 450,000 units, an annual growth rate of more than 10% for three consecutive years, against the backdrop of the overall decline in the car market. This is helped by the pilot and landing of favorable policies such as government-level restrictions on pickup suing, the cancellation of operating permits, and the lifting of pickup-truck anti-trump restrictions, starting in 2016.
In fact, for a long time, China’s pickup market share is low, the development has been limited by the following aspects of constraints:
1, most cities have a truck restrictions into the city policy, some cities even cut out the road sections and areas;
2, ordinary freight vehicles need the relevant transport certificate and driver qualification certificate, which limits the consumer demand of many users;
3, in the domestic pickup truck in accordance with the management of goods vehicles, the implementation of anti-reflective strip, body spray and other provisions. This regulation directly affects the appearance of the pickup truck body, to a certain extent, inhibits the desire of car owners to consume.
However, since 2016, the relevant departments issued a series of regulations, in the form of soliciting opinions, to apply for the use of vehicles under 4.5 tons as transport operating vehicles do not need to apply for traffic road transport operating license and qualification certificate, after more than 2 years of discussion of the policy was released on January 1, 2019, to this “double certificate” “Cancel, car owners only need to take a driver’s license can go on the road, free of charges and many other costs.
In early 2019, the new GB7258 defined the pickup as a multi-purpose truck, no longer required to paste the reflective strip logo, body spray, pickup truck to achieve “freedom of face.”
On the other hand, in recent years, Hebei, Henan, Yunnan, Liaoning, Xinjiang, Hubei and other six provinces have been listed as the pilot provinces of the pickup ban, “pick-up truck into the city difficult” has eased, gradually expand the scope of the restrictions on pickup into the city has become the overall trend.
The obvious advantages of policy make the pickup heat rising, in June this year the industry policy continued to intensify, and clearly stated that “encourage conditional cities at the local level and below to speed up the lifting of the restrictions on pickup into the city, give full play to the pickup passenger and cargo dual-use functions.”
Investors who have long been concerned about the pickup market analysis, with more cities to the restrictions on pickup into the city, pickup with its own “both domestic and commercial” product properties are likely to usher in sustained growth, this round of heating will help the domestic pickup market to achieve “awakening”, the overall size is expected to go to another level.
Domestic will also set off a “electric pickup wave”
Although the domestic pickup market and the U.S. market has a large gap, but the domestic pickup electric trend is no weaker than the United States, with Ford, GM and other old U.S. pickup truck companies, there are also a number of pickup track traditional car companies early bet on the field of pickup, hope that the pickup market is about to usher in “spring” Good time to continue to maintain the leading position through pure electric pickup products.
Domestic pickup head player Great Wall Motor, Jiangling Automobile, Jiangxi Isuzu, Jianghuai Automobile, SAIC Chase, etc. have been in the field of pure electric pickup have been laid out.
Among them, Great Wall’s first pure electric pickup feng jun 7EV was listed in September, the car is based on the gasoline version of the model, is based on PEi non-carrying electric drive platform to build a pure electric pickup truck, with clean and efficient, safe, strong power, high reliability, high intelligence and so on, there is news that the electric version of the Great Wall gun is also expected to be officially listed in 2020, The model has been highly anticipated by domestic pickup enthusiasts.
Jiangling Group and Japan’s Isuzu joint venture Jiangxi Isuzu in late 2018 debuted its first pure electric pickup Remy EV, Zhengzhou Nissan’s first pure electric pickup 6 pickup EV in October began pre-sale.
Jiangling domain tiger also has a pure electric pickup truck called T500EV ready to start, Jianghuai Automobile chose next April in the Brazilian market to launch its latest electric pickup model – IEV330P, SAIC MAXUS’s first electric pickup released slightly behind the initial set in 2023.
In terms of new forces, in addition to the brand-name Rivian main low-speed electric pickup car, most of the emerging domestic electric car brands have not yet focused on the field of pickup, the start of the layout of electric pickup truck companies still with the traditional pickup truck manufacturers occupy the majority. But as pickup fever continues to heat up, policy tilt into user acceptance of the rise, car-building new forces are difficult not to because of the red of this blue sea market and one after another.
At that time, the traditional car enterprises are ready to develop, foreign brands, car-building new forces waiting for the opportunity to move, the wave of electric pickup fever is really set off.