Lu Zhengyu: "We don't do Tesla."

Note

March 5, the Ministry of Industry and Industry Minister Wei on the encouragement of electric cars to make a clear statement, for the Internet company to build a car has a symbolic significance, after Google, Baidu, Millet, Foxconn and other large number of non-traditional car manufacturers, they represent the intelligence, interconnection, The concept of energy-saving and the unique commercialization path of the automobile industry can not be avoided, the 2015 China's automobile industry will experience unprecedented innovation and change tide, and from the 21st century Economic Report and Che Yun network jointly built, The series of reports aimed at documenting disruptive innovative thinking and business models in China's automotive industry has emerged.

Core Summary

The path of the Lego car is simply to concentrate on developing the technology and models, and then use the international financial resources and the manufacturing capacity of the Chinese market to get through the whole industry chain. The path is also decided, the future direction of the development of the Lego car is to start the brand in the international market, and then take advantage of China's strong manufacturing capacity and the vast consumer market to enlarge.

Newspaper reporter Fan Wenqing Beijing report

March 3, Beijing, windy. In the Lu Zhengyu Building 17 floor office, through the floor-to-ceiling glass window, the first time to see their home in the world trade, the mood is good. Two days later, as vice president of the Lu Zhengyu Super Car (China) company, he will be here for two months, during which time his main lesson is to rethink the car with internet thinking.

This is a transformation of Lu Zhengyu. One months ago, when the news of his joining le-Vision was exposed by the media, doubts and confusion were heard. As the former Infiniti general manager for China and Asia Pacific, Lu Zhengyu more than 20 years of career track are in the traditional automobile enterprise, because with the parents built two steam, since childhood in Hubei Shiyan grew up he, automotive professional trained, has been in the Double Dragon, Ford, General Motors, Ferrari and many other automotive companies, has been brilliant, but also experienced a career trough.

After being transferred to the Hong Kong Infiniti headquarters, Lu Zhengyu almost disappeared from the media vision. It was rumored that Lu Zhengyu was dispatched to Hong Kong as a result of the failure to meet expectations of sales upstairs. This statement after he joined the music vision, further extended for, nowhere to go under the helpless choice. For a time, the industry's doubts about the car are also attached to Lu Zhengyu. So the various greetings and temptations have been coming to him frequently over the past one months.

"I am not afraid of the challenges of others. "On March 3, Lu Zhengyu, in an exclusive interview with the 21st century Economic report, looked at the direction of world trade and said softly:" I only have three months to answer outside questions. After three months, I refuse any similar questions, and my focus will be on making cars, after all, to say nothing. ”

The car dream of Jia Yue Pavilion

In the Jia Yue with the chief executive of the Music Pavilion before meeting, Lu Zhengyu to the traditional car enterprise's work has been heart-weariness. "1.5 of the time, I was actually on the initiative to ask for a career change." In the meantime, there were some well-known car companies contacted me, but I do not want to repeat, not a point, I want to do something I am interested and willing to do. With this in mind, October 16 last year, Lu Zhengyu and Jia Yue Pavilion met in Hong Kong, and they were talking about car-building for three hours.

This is the longest "interview" in Lu Zhengyu's career so far. Three hours, Lu Zhengyu to Jia Yue Pavilion to show their ability to learn new things, and Jia Yue Pavilion Lu Zhengyu speech to the feasibility of making cars.

In fact, like the traditional Autobots who first heard of the Lu Zhengyu, the initial attitude of the incident was questionable. In the automotive industry for more than 20 years, he knows the scale effect of the business, enter the threshold in addition to the completion of technology, capital, the construction of upstream supply chain procurement and downstream product sales system, such as a number of difficult compulsory, in China must also meet a number of policy requirements. In the face of many challenges, do you think you can?

Jia Yue Pavilion from the industrial reality and ideal two point to Lu Zhengyu show his dream of making cars. In the industrial perspective, Jia Yue Pavilion on the electric car understanding is, where the most developed technology, such as motor and vehicle management technology is the most developed in the United States, battery technology is Japan, Jia Yue Pavilion will grasp the skills of these talents gathered under the technology research and development, and then according to the Internet business model profit, Become an important part of the eco-system created by the music vision.

The Internet business model initially sounded to let Lu Zhengyu very not understand, but Jia Yue Pavilion on the automobile and electric vehicle industry analysis is basically correct, which makes him feel happy vision car planning credible. And more let Lu Zhengyu heart is, at this time music is already in the United States to recruit a large area of electric vehicles professionals, began to develop the Super car project, which eliminates his previous suspicion of music to borrow internet car speculation concept of doubt.

However, this does not drive Lu Zhengyu to make the decision to join the music, and finally impress him, is the Jia Yue Pavilion of Life ideal interpretation. Jia Yue Pavilion said, people live limited time, if not leave something, then you and other people have what difference, your life and what significance. This sentence goes into the heart of Lu Zhengyu.

At this time the Lu Zhengyu, compared with 10 years ago, although still high-spirited, but the white hair has gradually climbed to the temples. For him, the work has long been out of the purpose of earning a living, entrepreneurial impulse is more and more intense.

Music doesn't do Tesla.

There must be some people doing something different. "Iron Man" Musk's entrepreneurial road, so that more and more people with a dream to start a dream trip, which also includes Jia Yue Pavilion and Lu Zhengyu, but they agree with the musk of the spirit of innovation, rather than Tesla's business path.

"Simply making electric cars will be more and more homogeneous in the future, but with the intelligence and the full interconnection of things, is different core competitiveness." "Lu Zhengyu believes that as a typical Internet business, the core competitiveness of the car in the" brain ", which is the industry itself, the project integration is completely different, le Vision to do is intelligent integration.

So, before the term "super car," added intelligence, interconnection, electric three attribute, and in the global search for traditional automotive experts, intelligent Electric vehicle experts, Internet talent and intelligent hardware experts to build a team, intelligent integration in the United States Silicon Valley products, and then through the experience shop and online sales model.

This practice is in fact the same as Tesla's current operations, the difference is that in the manufacturing process, Tesla is the production of their own, and the Lok Vision plan to find other factories to work.

"Like video TV, its foundry is Foxconn, and we are primarily responsible for research and development and market operations." Lu Zhengyu said, the music of the judgment is that the future of traditional heavy industry will be like the electronics industry before, research and development by the brand, manufacturing will be with the industry 4.0 and 3D printing technology popularization, increasing overcapacity, and finally towards the foundry.

So the way to make a car is simply to concentrate on developing technology and models, and then use international financial resources and the manufacturing capabilities of the Chinese market to get through the entire industry chain. The path is also decided, the future direction of the development of the Lego car is to start the brand in the international market, and then take advantage of China's strong manufacturing capacity and the vast consumer market to enlarge.

Lu Zhengyu said that the reason to choose the reverse operation, because the current Chinese cars no longer need a new brand, whether it is independent or joint ventures, but need a can change the status of the intelligent interconnection electric vehicle brand, and the start of this brand one of the shortcuts is from the international market.

This may be a clever thing to do, but it doesn't mean it's foolproof. In fact, Tesla is trying to move forward on this path, but what Musk did not expect is that Chinese consumers are fading away from the brand's freshness. In early March, Tesla China began mass layoffs as sales were not expected to reach its target. This reflects from one side that in the international market, the establishment of new brands is not easy.

Cooperation with BAIC is still advancing

Despite the difficulties and challenges, the Lok-vision car-making plan is still in order. This spring Festival, Lu Zhengyu did not leave, he first flew to the United States, with the music of the Silicon Valley research and development team in-depth communication; and then, in Germany, with the help of China's relevant government embassy agencies, with a well-known German company to discuss strategic cooperation, to try to introduce advanced technology into the video car.

In China, the team is preparing two things. The first is to apply for a licence for the Super car project to solve the problem of "Zhongsheng"; the second is to put the core of the Internet Technology department into a car networking company, while promoting further cooperation with domestic car companies.

These two seemingly unrelated things, in fact, are closely related to the final landing of the music car in China. Last November, the National Development and Reform Commission issued the "new pure electric passenger car production enterprise investment projects and production access management of the interim provisions (draft)," clearly stipulates that the declaration of enterprises to have more than 3 years of pure electric passenger car research and development base, Master vehicle control system, power battery system, Integrated vehicle integration and light weight of the core technology and the corresponding test verification capabilities, has a pure electric passenger car independent intellectual property rights and authorized related invention patents.

and music to meet the above conditions in a short period of time, it is obviously difficult, the future does not rule out with the traditional mode of cooperation with domestic enterprises, get "Zhongsheng", and the North is currently with music as a recent state-owned car companies.

March 9, National People's Congress, Xu chairman of the North Steam group, said in an interview with the media, Baic and Lok will join hands to build China's new energy vehicles. "The two years of Baic and le-vision cooperation is very pleasant, around the building of the car, the goal of cooperation has been very clear, time has come out." ”

Now the good news for le-Wei is that China is encouraging internet companies to develop electric cars because they have the potential to create new production models in the auto industry, according to the foreign-media interview on March 5. And on the day of the reporter interview Lu Zhengyu, some of the country's famous industrial park leaders are happy to visit, they come to the main purpose of this research is to see how the car project how to hit the ground.

"Despite all the possibilities, what we would most like to see is that the government's new policy is very tolerant and encourages new industries to enter the auto industry." Lu Zhengyu finally said, "If the car is built to see more blue sky and white clouds, why do you want to block it?" The