【风采】王传福和李想：两位全力冲刺的汽车掌门

一周人物热点

10月，中国自主品牌的新能源汽车销量又创新高。“全球销冠”比亚迪汽车销量月破30万台，新势力车企中的理想汽车，月销量首度超4万。在打破销量纪录的同时，比亚迪和理想汽车又马不停蹄去追赶下一个目标了。

两家车企掌门人——王传福和李想，再次成为瞩目的焦点。王传福称价格战还在继续，李想说下个月销量冲击五万。他们分别代表新能源汽车领域的不同力量，但对行业的影响同样不容忽视。

本周我们关注两个人物话题：王传福开启冲刺模式，带领比亚迪向年销量300万辆进军；李想挑战月销5万辆，宣布理想汽车进入加速规模化发展新周期。

一、一周人物——王传福

在刚过去的10月份，比亚迪交出了一份公司甚至中国新能源汽车行业的抢眼成绩单——比亚迪新能源汽车销量超过30万台，相当于1天卖出1万辆。 CXO UNION-CXO联盟（cxounion.cn）

王传福等了近三十年，终于迎来了新能源汽车的高速增长时代。

王传福于1995创办比亚迪，从电池制造起家，2003年迈进汽车行业的大门。如王传福所言，比亚迪在发展的过程中遭受各种质疑和嘲笑，“真的差点就走不下去了”。随着新能源汽车行业迎来风口，比亚迪销量井喷，于2022年超越特斯拉成为全球新能源汽车销冠。

2023年8月，比亚迪第500万辆新能源汽车下线。从2008年全球首款插混车型比亚迪F3DM发布，到2021年5月完成100万辆新能源汽车下线，比亚迪走了13年；从100万辆到300万辆，比亚迪用了一年半；而从300万辆到500万辆，比亚迪只用了9个月。

王传福在接受采访时称，“比亚迪有技术‘鱼塘’，里面有各种各样的技术，市场需要时，我们就会捞一条出来”。

除了自研技术和供应体系全面以外，比亚迪还有一个强有力的杀手锏就是价格。2023年初，新能源汽车“价格战”由特斯拉带头开启，随后多家新势力车企相继调价，一场价格“屠杀”激烈进行。

2月，比亚迪秦PLUS DM-i2023冠军版上市，官方指导价9.98万元起，这是比亚迪首次将家用轿车的价格拉到10万元以下，该车3天直接获得了1.5万台的订单。 CXO UNION-CXO联盟（cxounion.cn）

之后，比亚迪的价格攻势仍在继续。比如10月份，秦PLUS DM-i推出2000抵7000元的政策；11月1日，“比亚迪汽车”官方微博发文称，对五款车型推出优惠活动，最高优惠1.8万元。

攻势背后，比亚迪开启了年销量300万辆“小目标”的冲刺模式。2023年，比亚迪的年销售目标是300万辆新能源汽车。今年前10个月，比亚迪实现销量238.15万辆，这意味要完成年度目标，剩下的两个月的月销量均需超过30万辆。

据公开报道，早在2023年半年度业绩会上，王传福就曾表示，比亚迪未来3至5年会打价格战，或在细分领域打价格战，比亚迪有充足准备。

这种底气来自于比亚迪的规模效应。在销量规模扩大的同时，比亚迪的毛利率也在提升。银河证券研报显示，比亚迪三季度单季毛利率为22.12%，同比增加3.16%，甚至超过了特斯拉三季度17.9%的毛利率。

而且，比亚迪多年积累的供应链体系更完善，产业链垂直整合的模式进一步支撑降本空间。

在这些利好的加持下，比亚迪的年度表现，值得期待。 CXO UNION-CXO联盟（cxounion.cn）

二、一周人物——李想

10月超4万辆的月销量刚出，李想随即发布11月的销量目标：“三款车月交付4万/月完成后，继续挑战下一个更高的难度：整体5万/月，以及理想L7的2万/月。”后又补充：“5万辆/月我说的是目前的三款车，否则就不是挑战了”。

从今年1月份的月销1.5万台到10月的破4万台，理想销量走势开启狂飙模式，其中很大原因是李想对产品、对组织的及时思考跟调整。

当前L系列的三款车均亮相于去年，理想L7在今年2月份启动交付，“市场占有率的竞争”是李想在2022年底立下的重要任务之一。 CXO UNION-CXO联盟（cxounion.cn）

但三款车型对理想来说远远不够。理想于8月份发布首款纯电MPVMEGA，计划年底上市。这既是从增程向纯电的探索、也是从SUV向MPV市场的进军。

随着销量的增长，产能的挑战同步来袭。6、7月份理想汽车经历了产能爬坡、冲击3万台的攻坚时期。10月初，理想汽车制造负责人李斌曾在接受采访时称，产能升级已经完成。10月份，理想汽车也完成了4万多台的交付。

同时，理想汽车在今年加大了对智能驾驶的开发投入，补齐智能化短缺的一环。李想在2022年底的目标中就提到“软件2.0的领先”。9月份，理想向早鸟用户推送了通勤NOA的内测版本，预计将于今年12月覆盖至全国100座城市。

李想曾在接受《中国企业家》采访时表示：“我的目标感很强，因为目标是成长的一个验证，也不会给自己设立什么上限。”

他的个人特质在企业创始人当中十分鲜明，对组织和个人成长极为看重，几乎不参加公开活动，但其言论又往往成为车圈的热搜话题。 CXO UNION-CXO联盟（cxounion.cn）

月销闯过4万大关之后，李想说，“历经连续10个月的稳定增长，理想汽车迎来月交付超四万辆的全新里程碑时刻，其标志公司生产制造、销售和服务等组织能力的进一步提升，理想汽车迈入加速规模化发展新周期。”

翻译：

Wang Chuanfu and Li Xiang: Two car owners in full sprint

People of the Week

In October, sales of new energy vehicles under China’s own brands reached a new high. “Global sales crown” BYD car sales exceeded 300,000 units per month, and the ideal car in the new power car enterprises had a monthly sales volume of more than 40,000 for the first time. While breaking sales records, BYD and Ideal Auto are racing to catch up with their next target.

The heads of the two car companies, Wang Chuanfu and Li Xiang, are once again in the spotlight. Wang Chuanfu said the price war is continuing, Li wants to say next month sales hit 50,000. They represent different forces in the field of new energy vehicles, but the impact on the industry can not be ignored.

This week we focus on two people: Wang Chuanfu starts the sprint mode to lead BYD to 3 million annual sales; Li Xiang challenged monthly sales of 50,000 units and announced that the ideal car entered a new cycle of accelerated scale development.

Person of the Week – Wang Chuanfu

In the past October, BYD handed over an eye-catching report card for the company and even China’s new energy vehicle industry – BYD’s new energy vehicle sales exceeded 300,000 units, equivalent to 10,000 units sold in a day. CXO UNION-CXO联盟（cxounion.cn）

Wang Chuanfu has waited for nearly three decades, and finally ushered in the era of rapid growth of new energy vehicles.

Mr. Wang founded BYD in 1995, starting out as a battery maker and moving into the auto industry in 2003. As Wang Chuanfu said, BYD in the process of development suffered from various doubts and ridicule, “really almost can not go on.” As the new energy vehicle industry ushered in the air, BYD sales exploded, surpassing Tesla in 2022 to become the global new energy vehicle sales crown.

In August 2023, BYD’s 5 millionth new energy vehicle rolled off the assembly line. From the release of the world’s first plug-in model BYD F3DM in 2008 to the completion of 1 million new energy vehicles off the production line in May 2021, BYD has gone 13 years; It took BYD a year and a half to go from 1 million to 3 million. From 3 million to 5 million, BYD only took nine months.

In an interview, Wang Chuanfu said, “BYD has a technical ‘fish pond’, there are all kinds of technology, when the market needs, we will fish out one.”

In addition to self-developed technology and a comprehensive supply system, BYD has a powerful killer card is the price. At the beginning of 2023, the “price war” of new energy vehicles was led by Tesla, followed by a number of new power car companies to adjust prices, and a price “massacre” was fierce.

In February, BYD Qin PLUS DM-i2023 champion edition was listed with an official guide price of 99,800 yuan, which was the first time BYD pulled the price of family cars below 100,000 yuan, and the car directly received 15,000 orders in three days. CXO UNION-CXO联盟（cxounion.cn）

Byd’s price offensive has continued since then. For example, in October, Qin PLUS DM-i launched a policy of 2,000 yuan to 7,000 yuan;. On November 1, the official Weibo account of “BYD Auto” said that it launched preferential activities for five models, with a maximum discount of 18,000 yuan.

Behind the offensive, BYD opened the annual sales of 3 million “small target” sprint mode. In 2023, BYD’s annual sales target is 3 million new energy vehicles. In the first 10 months of this year, BYD sold 2.381,500 vehicles, which means it needs to sell more than 300,000 vehicles in each of the remaining two months to meet its annual target.

According to public reports, as early as the semi-annual results meeting in 2023, Wang Chuanfu said that BYD will fight a price war in the next 3 to 5 years, or a price war in the field of segmentation, and BYD is fully prepared.

That confidence comes from BYD’s economies of scale. At the same time as the scale of sales is expanding, BYD’s gross margin is also improving. Galaxy Securities research report shows that BYD’s third-quarter gross margin was 22.12%, an increase of 3.16%, even more than Tesla’s gross margin of 17.9% in the third quarter. CXO UNION-CXO联盟（cxounion.cn）

Moreover, BYD’s supply chain system accumulated over the years is more perfect. And the vertical integration model of the industrial chain further supports the cost reduction space.

With these favorable blessings, BYD’s annual performance is worth looking forward to.

Person of the week – Li Xiang

After the monthly sales of more than 40,000 units in October came out, Li Xiang immediately released the sales target for November: “After the completion of the monthly delivery of 40,000 units for the three vehicles, continue to challenge the next higher difficulty: 50,000 units per month as a whole, and 20,000 units per month for the ideal L7.” He added: “50,000 cars/month I’m talking about the current three cars, otherwise it’s not a challenge.”

From the monthly sales of 15,000 units in January this year to the breaking of 40,000 units in October. The ideal sales trend opened a surging mode, which is largely due to Li Xiang’s timely thinking and adjustment of products and organizations.

The three models of the current L series were unveiled last year. And the ideal L7 was launched for delivery in February this year. “Competition for market share” is one of the important tasks set by Li Xiang at the end of 2022. CXO UNION-CXO联盟（cxounion.cn）

But three models are not enough for the ideal. Ideal released its first all-electric MPVMEGA in August and plans to go on sale by the end of the year. This is not only the exploration from the extended range to pure electricity. But also from the SUV to the MPV market.

With the growth of sales, the challenge of production capacity comes at the same time.

In June and July, the ideal car experienced a critical period of capacity climbing and 30,000 units. In early October, Li Bin, the head of ideal automobile manufacturing, said in an interview that the capacity upgrade had been completed. In October, more than 40,000 ideal cars were delivered.

At the same time, the ideal car has increased its investment in the development of intelligent driving this year to make up for the shortage of intelligence. Li Xiang mentioned “software 2.0 leadership” in his goal for the end of 2022. In September, Ideal pushed a private beta version of commuter NOA to early bird users. And it is expected to cover 100 cities nationwide in December this year.

“I have a strong sense of purpose, because a goal is a validation of growth, and it doesn’t set a ceiling for myself,” Li said in an interview with China Entrepreneur.

His personal characteristics are very distinct among the founders of the company, attaching great importance to the organization and personal growth, almost not participating in public activities, but his remarks often become a hot search topic in the car circle.

After the monthly sales broke through the 40,000 mark, Li Xiang said, “After 10 consecutive months of steady growth, the ideal car ushered in a new milestone moment of monthly delivery of more than 40,000 vehicles, which marks the company’s manufacturing, sales and service and other organizational capabilities to further improve, the ideal car into a new cycle of accelerated scale development.”

本文由CXO UNION-CXO联盟（cxounion.cn）转载而成，来源于中国企业家杂志；编辑：CXO UNIONCXO联盟小C。

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