On 16 june, reuters, citing reports from the german newspaper business, stated that the audi brand of the volkswagen group had filed a lawsuit in munich court against the chinese manufacturer of electric cars (09866. Hk; nio. Us) for alleged violation of odie's trademark rights。
According to the german journal of commerce, the decision to name two cars under the flag es6 and es8 violated the trademark rights of the odie flag s6 and s8. In that connection, he said that he would not comment on the proceedings under way。
On 17 june, li peng cheng, vice-president and director-general of public relations of peng cars (09868. Hk; xpev. Us), wrote: “it has not been two days since these cars came by their name, and odie and uyuri are competing, but apparently harmonious and have different paths. At this point, audi suddenly brought charges at the door of his home, which felt somewhat unattractive, but some teachers were unknown. You see, it's also called x7. When did the bmw sue long andoshan, hampton, big humpty, windy..
The industry has indicated to the red star capital authority that there is no comment on whether the infringement is pending before the court. However, in his view, the audi indictment at this time, in addition to possibly paving the way for pure electrical versions of s6 and s8, “odie has already felt the threat from china's new energy company”。
Audi sued him, or because he felt a competitive threat
Es8 is a cash car type, which was put on the market in december 2017 and delivered in june of the following year, with the most recent sale price of $478-$634,000; then, on nio day in 2018, a second volume model, es6, was issued, with the latest sale price of $368,000-$536,000. By the end of may 2022, the cumulative sales of the two pure electric suvs amounted to 1569 million, according to the ifac data。
And the audi s6 and s8 are performance versions of its a6 and a8 cars, the history of which dates back to the 1990s. The sale price of audis6 is around $900,000, while the sale price of audis8 is up to $2 million。
Why did audi sue for trademark infringement at this time
A car dealer told the red star capital bureau that “names in letters and numbers are common in domestic and foreign companies, such as bmw x 7, m2, red flag h5. The s plus numbers, the es plus figures are also volvo s60, mercedes s600, lexus es200, biadi even s6, s7.”
An independent auto analyst, liu xin, indicated to red star capital that one possibility was that audi was paving the way for the launch of pure electrical versions of s6 and s8. Audi may fear that es6, es8 will be confused with pure electron versions of audis6, s8. At present, however, audi does not have plans to publish s6, s8, and it is not clear whether the corresponding trademarks are registered。
Another analysis is that audi feels the threat from china’s new energy companies. “if it comes only to sell in the chinese market, audi may not be looking at it. But it has entered the european market and is even about to enter germany, which is not only the home of popular audi, but also the largest market for the consumption of electric cars in europe.” liu said, “more importantly, to locate the high end, directly against the bba (bma benz audi) is audi's direct rival. Car pricing is currently in the same compartment as audi a4, s4, a5, a6, q4e-tron and e-tron.”
If they were convicted of trademark infringement, they would probably have to change the names of es6 and es8, which would have a negative impact on the configuration of europe. According to the german journal of commerce, since the audi filed the lawsuit, both the es6 and es8 had hidden their model names。
China motor company collective “sea out”
First stop of the norwegian market is not easy
China's cars, as represented by the past, are “going out to sea” and the map of the european market is gradually expanding。
In the norwegian market, for example, eu-evs. Com, new energy vehicles are now being sold in cars such as steam, biadi (002594. Sz), peng, kyau, one (red flag), cyrus, woo-tung and golden dragon。
In november 2020, plum cars landed in norway and this year announced the launch of the “sea-to-sea 2. 0 model”, which will be followed by direct shops in sweden, the netherlands and denmark and cooperation with the european distribution group。
In may 2021, he announced his entry into the norwegian market and sold the es8 model. Using norway as a starting point, it is planned to open up the german market in the last quarter of this year and to enter the swedish, danish and dutch markets in the future. Unlike other models in the european market, in support of power exchange, the company has reached an agreement with shell to establish battery replacement stations in europe。
Recruitment information had also been released in the united states prior to cfo's coming to the united states at a quarterly press conference indicating that it would certainly enter the united states market. “we have begun a comprehensive study of the united states market, with teams in charge of the overall planning of business plans for the united states market that will open up the united states market in an innovative manner.”
In addition, in may 2021, biadi similarly announced norway as the first pilot market; in october 2021, a red flag announced the launch of a purely electric suv red flag e-hs9 in norway and the signing of a contract with the norwegian imported car dealer motor gruppen; and in february this year, a map announced the launch of a european offensive, with a quintu free to be visible in norway in june and delivered in four quarters。
However, the road to china's autonomous branding against the european market is still in its infancy. Data show that the market share of chinese companies in norway increased from 6 per cent to 8. 9 per cent between 2020 and the present。
New energy car data delivered by chinese companies in norway since 2020
From 2020 to the present, tesla, the general public and audi have occupied the top three of norway's new energy car market。
The top three of norway's new energy car market
Specifically, in may this year, norway sold 8652 new energy vehicles, popular id4 ranked first in 880, biadedon ranked 10 out of 255, odie-tron ranked 11 out of 242, odiq4 e-tron ranked 12 out of 230, and the red flag ehs9 out of 136 ranked 20. Peng and uk yi are not among the top 20 lists, of which 77 are sold by es8, and 13, 12, 5 and 4 are sold by peng p7, g3, p5, and g3i respectively。
The way overseas markets expand
Is it possible to achieve full profit by 2024
According to ev-volume, in 2021, the global sales of new energy vehicles were ranked higher by tesla (936 thousand), biadi (594 thousand), air general (456,000), the general public (3197,000), bmw (276,000), mercedes (228,000), upper capital (227,000), volvo (189,000), audi (171,000), modern (159,000) and chia (158,000)。
However, in addition to tesla, which is fully flowered, much of the global sales of new energy vehicles from chinese and traditional european cars come from basic plates. For example, in 2021, mini ev sold 4. 26 million vehicles, representing 93 per cent of the total sales of the new energy car, which is basically from china。
Global sales of new energy vehicles reached 6. 75 million in 2021, including 3. 52 million in china, representing an increase of more than 160 per cent over the same period. Over the past 10 years, more than 18 million new energy vehicles have been promoted globally, and more than 9 million in china. China is now the world's largest producer of new energy vehicles。
According to the international energy agency (iea), china sold about 3. 3 million new energy vehicles in 2021, about 2. 3 million in europe and 630,000 in the united states in january. China, europe, and the united states have decided that the future of the global new energy automobile market is a contested place。
Motor companies must expand overseas markets while maintaining their home base, which faces financial pressures, cultural differences, government relations, brand recognition, and consumer acceptance。
For example, the public, the peng and the peng. The popular id series are popular in europe from an outlet, and even sold off. The id family introduced five models in china in 2021, starting with less than expected deliveries, and it was not until september 2021 that the first delivery exceeded 10,000. In 2021, the cumulative sales volume of the popular id series in china was 70,000, which fell short of the target of 80,000 to 100,000. In 2022, the popular id series is planned to sell 140,000 units。
It's hard for peng cars to go out. The ev-volume data show that the total sales in norway since peng went to sea were only 1,018. According to the interface, in may of this year the vice-president of peng, ho liyan, and the deputy general manager of marketing, zhang yibo, separated, and the operational unit responsible for going to sea, iuds, has been merged into uds, the user development service。
Delivery in norway was equally modest, with only 653 deliveries to date. However, the layout of european operations is being scaled up and plans are under way to build a new power exchange/charging pillar production plant in hungary. The goal was to build 1,000 power exchange stations overseas by 2025。
“pushing down before the competitor rises on his heels may, i think, be one of the reasons for audi to sue for trademark infringement.” liu xin said to the red star capital authority, “according to what the founder, li bin, said before, it would take 2024 to achieve full profit. If the expansion of overseas markets fails, it will be a major financial drag.”
The chengdu journal, red star journalist, u danjo
