2023-03-06-易车研究院-2023吉利汽车市场竞争力分析报告_45页_5mb

Report Summary
Market Dynamics Analysis
In 2023, analysts predict the global auto market will undergo significant shifts. Geely faces the challenge of surpassing BYD, the leading Chinese automaker, in terms of sales and market share. However, this situation also presents Geely with an opportunity to leverage strategic advantages.

Core Issues Facing Geely

1. Strategic Overlap and Resource Dilution:
   Geely's multi-brand strategy, initiated in 2017, has resulted in a complex product matrix with redundant brand allocations and insufficient specialization. The third round of multi-brand strategy (2015–2022) is criticized for excessive fragmentation, hinders focused product development, and strains resources.

2. Market Positioning and Improvement Necessities:
   Geely needs to redefine its product matrix aligning with evolving user demands. Key points include:

   • Transition challenges exist in primary energy types and powertrains, especially compared to BYD's c）Energy structure evolution requires reconsideration.
   • Geely must strengthen its multi-brand hierarchy, clearly defining niche markets within EVs, hybrids, and fuel-efficient products.
   • Key segments include small cars, energy, intelligent, etc., with demand concentration shifting through user demographics.

Recommendations and Strategies
Based on user-driven insights (young cybershots), BYD's achievements in the 20+ strategy image are emphasized, promoting new R&D models to achieve business growth.

Concluding Refinements
It is recommended that Geely promote its 1+3 framework:

• One main lineup (daily use models)
• (Premium)/Sport/ e-commerce support
  This framework, combined with large-scale production and capital investment, will facilitate business expansion. Intermediate-term capabilities, as well as risks to BYD's rise, must be carefully evaluated.

In the context of the auto market's structural changes, Geely must innovate across industrial technology, intelligence, and energy, and its organizational flexibility must match these advancements.

Conclusion and Outlook

1. Geely's core challenge lies in managing its product structure and aligning with the needs of new users in the evolving auto market.
2. BYD's rapid growth has forced an immediate response, requiring Geely to formulate a phased plan for EV development and other fuel-efficient technologies.
3. The development of personalized brands and traditional customization requirements must be balanced, with market orientation serving as the guiding principle.
4. Ultimately, Geely needs to establish a sales model tailored to the specifics of the Chinese auto market under modern requirements.

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