In 3 months, 6 car companies change their standards and turn them into catalysts?

As we all know, under the wave of electrification, intelligence, networking and sharing-the wave of the new four modernizations of the automobile, the global automobile industry is experiencing great changes that have not happened in a century. Under this background, the major car companies also follow the development of the times and respond one after another, not only to speed up the change within the enterprise, but also to convey the development concept of the brand keeping pace with the times, many car companies use a new car logo and begin to declare war on the new era.

Both Toyota and Volkswagen in 2019, BMW and Nissan last year, and BYD, Kia, GM and Geely this year have all released new LOGO. Recently, Peugeot and Renault have also followed the trend of changing standards and put on the new LOGO.

Admittedly, for a car company, the car logo is its soul, because the car logo contains the pursuit and culture of the brand, but also an embodiment of the overall image of the car company. So, why do six car companies change their bids in a short period of 3 months? what are the changes these companies bring after the change, and what are the new strategies?

Renault-- set off a "new wave"

Recently, French car brand Renault unveiled its new brand LOGO. For a long time, Renault's brand LOGO has been highly recognizable in the industry, and its diamond-shaped design is both simple and full of technology.

This new LOGO leaves the previous 3D design style and adopts a flat design concept, but still retains Renault's diamond design. The whole LOGO has only two lines, which are cleverly bent and pieced together to form a simple geometric shape. The LOGO is more suitable for display on electronic devices, which is in line with the current trend of the Internet era.

It is reported that the debut of the new LOGO is in the front face of the Renault 5 electric concept car released in January 2021. According to Renault insiders, in the future, Renault's new flat design brand Peugeot will be widely used by the group, including new models, promotional materials, internal documents, dealer network and other places will gradually switch to the latest Peugeot.

Prior to this, at the Renault Group Renaulution strategic planning conference, Renault Group lifted the veil of the next five years and long-term development strategy. Through the Renaulution strategy, Renault brand will further embrace the changes in the automobile market and strive to become a high-tech, strong service and clean energy car brand, setting off a "new wave (Nouvelle Vague)" to bring a modern sense to European cars.

The arrival of the new LOGO may indicate that the new strategy of Renault Group will speed up the landing.

Peugeot-the return of the roaring lion

On the evening of February 25, Peugeot announced a new brand image in France, and the logo "Lion" gained a new face.

As Peugeot CEO Lin Jiesheng said, Peugeot hopes to use this refurbished brand logo to showcase a new image of "born for tomorrow, forever for the future, and with customers". At the same time, it reflects the brand's determination to develop in the areas of market upward, electrification and internationalization.

In order to better reflect this high-end move and meet the needs of digital development, Peugeot also announced plans for future electrification and new car products.

It is reported that Peugeot plans to achieve full-system electrification by 2025, and the transformation to future mobile travel services and electrification all mean that Peugeot brand is more international and is moving towards the high-end market of mainstream brands in an all-round way.

According to the plan, Peugeot's new LOGO will replace some of its flagship stores in 20 countries and regions around the world from now on. It is expected that by the end of 2023, more than 7000 Peugeot outlets around the world will fully update the brand image and LOGO.

It is worth mentioning that on January 16th, Fiat Chrysler (hereinafter referred to as FCA) announced in London the formal completion of the merger with Peugeot Citroen (hereinafter referred to as PSA), resulting in the merger of the two into a new group-Stellantis. From the above planning, Peugeot may become one of the mainstream brands of the new group.

Geely holding Group-- towards internationalization

On January 20th, Geely Holdings Group released a new LOGO. The new version of LOGO visually tends to be contour, and the turning point in the outer circle makes the glyph more concise and modern, with the Radian change at the corner of the letter, echoing the "upward" theme and bringing more imagination.

According to industry insiders, the reason for issuing the new LOGO, is that 2021 is the 35th year that Geely Holdings Group ushered in its own business, and the new LOGO symbolizes that Geely Holdings is entering a new stage of development and has truly become an international car company with a younger, intelligent and global corporate strategy. At the same time, it marks the key point of Geely's strategic transformation to the technology group.

At present, Geely holding Group owns many well-known brands, such as Geely Automobile, Lecker Automobile, Volvo Automobile, Polestar, Proton Automobile, Lutes Automobile, London Electric vehicle, long-distance New Energy Commercial vehicle, Tai Li Flying vehicle, Cao Cao Special car, Homer, Shengbao Bank, Mingtai and many other well-known brands, each brand has its own unique characteristics and market positioning, relatively independent and coordinated development. At the same time, Geely holding Group also has a stake in Daimler AG, Lifan Motor, FF Automobile, Cheetah Motor and other projects.

On March 3, Geely Holdings Group announced that it would fully distribute the commercial satellite field. It is obvious that Geely wants to enlarge the bureau and develop a certain scale of the world market. Geely official said: in the era of Science and Technology Geely 4.0, Geely will continue to improve its capabilities in the field of cutting-edge technology, lay out the future integration of heaven and earth, intelligent three-dimensional travel ecology, and actively promote the transformation of science and technology.

General Motors-- full-scale "electrocution"

On January 9th, General Motors officially unveiled its new enterprise LOGO. According to GM, the replacement of GM's corporate LOGO can be said to be a big change from the previous one. The first uppercase GM (General Motors) was replaced with lowercase English letters and underlined at the bottom of the "m" letter, which is officially interpreted as representing the Ultium platform developed by GM.

Secondly, the dark blue gradient rectangular frame has been replaced by a light blue gradient rounded rectangle frame, which represents the image of pure sky and shows the beautiful vision of "zero emission" in the future.

It is reported that the launch of the new LOGO is part of a GM marketing plan called "Everybody in", which aims to emphasize the future of electrification and digitalization.

General Motors Chairman and CEO Mary Bora has said that this is a critical moment of transformation, GM will focus on sustainable long-term and sound development of the business, electrification and automation strategy will be the main direction of GM in the future.

At present, GM has released a number of electric products, including GMC HUMMER EV pickup, Cadillac LYRIQ and so on. 40 per cent of the new products it plans to launch in China over the next five years will be new energy models, while the Ultium platform will also be introduced into the Chinese market.

With the redesign of its brand image, GM also plans to invest a total of $20 billion between 2020 and 2025 to focus on the research and development of electric and self-driving vehicles, and to launch 30 electric vehicles by 2025.

All the major automobile groups in the world have reached an important point of electrification transformation, and the replacement of GM's LOGO, shows the determination of the enterprise itself to embrace electrification.

Kia-- go to "car" and touch "electricity"

South Korean carmaker Kia unveiled the brand's new LOGO and new slogan in Incheon on January 6th. Kia's new logo is still the abbreviation of the letter "Kia", but Kia (Kia) will abandon the word "car" (Motors) in the company name. Officials say it is part of a global brand resurgence aimed at positioning the South Korean carmaker as a driver of electric cars and new mobile travel.

"changing the name and LOGO of our company is not just a beautification, it represents us to broaden our horizons and build new businesses to meet and exceed the diverse needs of our global customers." Song Haocheng, chief executive of Kia, who took office in April 2020, told the media.

According to the medium-and long-term strategic goal "S Plan" (Plan S), released by Kia Automobile, the enterprise will accelerate its transformation and upgrading in the future and gradually establish its leading position in the automotive industry in the future, including the strategic layout of electrification, mobile travel services, intelligent Internet connection and self-driving. Kia will invest 29 trillion won (17.3 million yuan) to launch 11 pure electric cars by 2025, with 6.6% of the global market (except China) and 25% of environmentally friendly car sales. in order to establish its leading position in electrification.

In terms of the Chinese market, Li Feng, former general manager of Dongfeng Yueda Kia, once said: 2021 is a turning point in the future development direction of Hyundai Motor Group, a key year for the strategic transformation of Dongfeng Yueda Kia in the new decade, and the decisive year of the first stage of the medium-and long-term strategy. and set a production and sales target of 285000 vehicles.

It is reported that this year, Dongfeng Yueda Kia will launch star models such as Zhirun Ace and the fourth generation Jiahua respectively in the last and second half of the year on the basis of continuing to expand Kaiku's market share.

BYD-the time has come

On the first day of the new year in 2021, BYD launched a new brand LOGO, logo whose main body has not changed, but the new logo cancels the oval boundary and becomes more open, giving the new LOGO a strong sense of design, science and technology and quality through accurate and regular line arrangement and deformation.

This means that BYD will face users and partners with a more open attitude and continue to break through the boundaries in terms of technological innovation. According to BYD, the new logo is not only intuitive and concise, but also has an international factor.

It is worth mentioning that the new version of LOGO is only used in BYD's domestic passenger car market, and other businesses will continue to use the original elliptical characters.

As the leader of new energy vehicles, this year will be the big year of BYD's products. Qin PLUS DM-i, Song PLUS DM-i, Tang DM-i, new Song MAX, new Song Pro, new Han and other models will be launched one after another. In addition, the introduction of blade battery and DM-i technology has also made BYD the darling of the capital market. as of the close of trading on March 15, BYD shares (HK:01211) closed at 183.4 yuan per share, with a total market capitalization of 526.164 billion yuan, continuing to become the highest market capitalization car company in China.

From this point of view, this is the perfect time for BYD to improve its corporate image.

Write at the end:

If it will not be changed by the times, it will eventually be abandoned by the times. Through the centralized standard change of the above car enterprises, we can see that they are actively making changes in order to adapt to the trends of science and technology, youth, and electrification, and their vision for the future is also quite similar. They all hope that under the wave of electrification and intelligence, seize the opportunity and win the future.

Next, there may be more car companies to replace the new car logo, but the replacement of the car logo is only one link or part of it, and mastering the core technology and creating high-quality products can courageously rise to the top of the trend.