The dream of music as a carmaker should not be ridiculed, but it must be challenged

Let's make a car, was previously fried and fried, spread and spread, I feel very sorry, I did not think LeTV will play really. However, on December 9th, LeTV CEO issued a micro-blog direct announcement that the Internet smart electric car, LeTV came.

Of course, surprised to surprise, Le Shi made a car is a prediction.

At the beginning of 2014, LeSco began to fully plan smart electric vehicles and car networking projects, and it will become a strategic project for the company's development in the next five years.

In August, LeTV and the automotive industry's "good friend" BAIC invested in American high-tech pure electric vehicle design company Atieva.

In August, He Yi, former deputy editor-in-chief of Sohu and general manager of the automotive division, became the CEO of LeTV Connect and vice president of LeTV.

During this period, Jia Yueting, who has been unable to return to China after being abroad for a long time, has been idle because of returning events, shareholder events, etc. In addition to the layout of LeTV, there are rumors that in the United States when he overtook Levision’s overseas strategy, Jia Yueting and Beiqi Chairman Xu Heyi reached an agreement on new energy vehicles.


Combined with the above, it is not so surprising. But the question is, how does LeTV make a car? After all, as stipulated on November 26, the National Development and Reform Commission issued a regulation to liberalize access requirements for pure electric vehicles and determined the general framework of the access policy. Companies are required to have certain conditions before applying. Among the three basic capabilities required by the regulations, the most important one is that the reporting company must have a research and development base of pure electric passenger vehicles for more than three years, with a professional R&D team and the vehicle's positive R&D capability, mastering the vehicle control system, power battery system, The core technology of vehicle integration and vehicle lightweighting, as well as the corresponding test and verification capabilities, have the independent intellectual property rights of pure electric passenger vehicles and the relevant patents for inventions that have been authorized. Although it has been relaxed, LeTV still does not have it. LeTV must find a small partner to cooperate with it. At least we must finalize the foundry.

In August, according to a report from the First Financial Daily, LeTV or “Ride a Vehicle” has a new entrance to the ecological layout. Its analysis in the article said that LeTV or enters the field of new energy vehicles through two forms: one is to realize hardware self-creation through the "LTV Super TV" model; the other is through cloud services to achieve cooperation with auto brands. Obviously, according to the current LeTV official news, the first possibility is even greater. After all, for LeTV, the first solution can achieve greater value. As for the foundry, the "good friend" Beiqi is naturally preferred.

Dreams should not be ridiculed, as long as they are serious. LeTV's image and LeTV's handling of media relations are indistinguishable from Ali's public relations empire. LeTV has long been questioned by the media and is somewhat unprepared. However, LeTV “creates the best internet smart electric car and builds an automotive internet ecosystem, allowing the Chinese auto industry to subvert the traditional giants of Europe, the United States, Japan and South Korea, and effectively solve the urban haze and traffic congestion. Everyone can drive the super car to breathe purely. "Air"'s ideals and feelings for making cars deserve recognition and should be liked. Importantly, Leshi is already on the road.

But in addition to the likes, they have to stand up to the challenge. In the age of information diversification, questioning is also a concern, and it is also a kind of love. It is hoped that dreams will not be “daydreams” in the end.


Question one: LeTV is playing with the ecosystem and it is a concept. It aims at capital market recognition and stocks rebounding, rather than focusing on building a car. At least from the starting point is not serious enough. A closer look at LeTV’s ambition is often based on a vertically integrated ecological model of “platform + content + terminal + application,” and LeTV is naturally no exception, through storytelling and packaging of the concept of “Let's view on the ecosystem”. But the question is whether LeTV's body size and ability to handle can be so heavy?

After all, it really needs to become an Internet car. It needs to integrate all aspects of the industry chain. Say a seemingly simple, how to get the flow and tariff of the rear-seat entertainment system, and how to obtain the support of the operator. Too low the operator to quit. Too high consumers do not buy it, at the moment LeTV will regret not to apply for a virtual operator at the moment and cry in the toilet?

Question two: Leshi is lacking core technology and data. Despite investing in Atieva, it is not enough. After all, the auto industry is far from being able to standardize and implement technology sharing like the smart phone industry. The current situation is that each automobile company has its own internal standardization technology platform. The core technologies involved do not open to the outside world, and even the data interface is not open. After all, the essence or core of a car is safety. It is obviously very difficult for Newcomers such as LeTV to settle. Even Tesla, who is very popular, can only bump into the country and is full of uncertainty. The interests of the automobile industry chain, the game of the home, the establishment of technical standards, and the very high standards of security weight, are not exactly what an internet company can do.

Question three: Burning, financing difficulties, investment market is not optimistic about the situation, Le Le has not enough money to support the great dream of the Internet smart electric car. Just for the battery, Tesla's details of the super battery factory “Gigafactory” announced this year show that in order to guarantee the future production of its electric vehicles, the construction cost of the project will be between US$4 billion and US$5 billion. Tesla plans to invest directly. $2 billion, other partners will support the rest of the funds. Obviously, $2 billion is not a small amount. What's more, Tesla is already quite a foundational foundation and still needs to invest so much. What should LeTV do? Where to go for money, even if it is discounted, it is still astronomical.

Question four: “completely independent R&D”, “subversion”, “best”... A bunch of words that jumped out of LeTV’s CEO’s Weibo, first spoke about LeTV’s PR level, and “the best” was such a direct violation. Is advertising law really good? Are you afraid to beat your skin today? Regardless of the level of public relations, simply “fully independent R&D” may be a joke. For example, the NDRC requires that batteries and electronic controls must have independent intellectual property rights. Another example is the smart Internet electric vehicle involved in car networking, cloud computing, interaction, etc., but also have to carry out security system integration, etc., obviously not short-term and completely independent research and development can be done.

Let's make a car, dreams should not be laughed at, but also have to stand up to challenge. Look good or bad for everyone to choose. But in a nutshell, I believe that the focus of music is not a car, but a capital story, an ecological circle, and a picture of bread.