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with just one sentence from jia yueting, faraday future's stock price instantly reversed.

on september 20, beijing time, jia yueting will invite global technical talents to participate in the creation of faraday future's new sub-brand. according to him, faraday future's second brand focuses on ai ev, focusing on "extreme cost-effectiveness" and creating ai ev products with "twice the performance and half the price". however, the planning and layout of the new brand and new car are mainly aimed at the us market. they plan to let consumers participate in the co-creation process of the new brand and new car through a large number of user surveys, and create a model that is more suitable for the local mass consumer group.

matthias, the global ceo of faraday future, said that the new brand focuses on the market in the price range of us$20,000 to us$80,000 (approximately rmb 140,000 to rmb 570,000). of course, jia yueting also cleverly combined the two focuses of ai and ev.

as soon as this statement came out, faraday future's stock price soared by 50%, and once reached 80%. it has to be mr. jia, stock prices and investment are all a matter of a word.

having said that, faraday future's condition was not good in the first half of 2024. it only delivered two new cars in half a year. what's more, jia yueting still has over 10 billion yuan in unpaid debts. one of the few good news is that driven by various cost-cutting and efficiency-enhancing measures, the company's net loss dropped from us$270 million in the same period last year to us$157 million.

just now, jia yueting's faraday future announced that it has received a "commitment" of $30 million (about 213 million yuan) in financing.currently, the company meets all nasdaq's criteria for continued listing. jia yueting also appeared very "excited" in the video that the company can continue to operate smoothly.

making cars for ordinary consumers is the only way for car companies, but mass-produced products are also highly dependent on a systematic industrial ecosystem. faraday future, which can only produce a few cars a year, is betting on universalization. judging from the reactions of netizens, they should be more excited than expecting it.

ff may make more noise than rain by creating “ai ev” for millions of people

jia yueting's faraday future has launched a questionnaire survey for global consumers, including ff's investors, to investigate ai ev products, but no further details have been released. in other words, ff's second brand has not yet been established, but it still has a dream, so it is doing things in such a high-profile manner.

an embarrassing thing is that the dynamics of the questionnaire released by ff on the x platform have almost no interaction in the comment area. clicking on their questionnaire link is more like a basic background check of users. it is speculated that it is a registration for the press conference on september 19, rather than a survey on "americans' first ai ev".

all i can say is that it’s best to do some research.

"ai ev" roughly translates to electric vehicles driven by intelligence. this concept has long been commonplace in the chinese market. domestic independent brands have placed heavy bets on intelligence and have long taken the lead in the two major areas of smart driving and smart cockpits. with the help of ai big models, they have now risen to a new technical level.

although ff91 has many seemingly advanced concepts, there are also claims that ff91's three-electric technology and pure electric platform are already outdated. at such a high price, it can basically not pose a threat to domestic brands. it can probably only operate in the u.s. market, where electric vehicle options are relatively scarce. if it can't win, it will move to another place.

jokes aside, before developing a new car, we must conduct sufficient user research to find out what consumers need and value at this price point.as an automobile company, you also need to know how to filter and summarize these survey results. you should not listen to everything, nor should you listen to nothing, and you should portray the user portrait as accurately as possible.

it is difficult to pay attention to how the ff91, the "only remaining" faraday future model, performs in this regard in china. after reading some bloggers' experiences, xiaotong concluded that the intelligence and human-computer interaction of ff91 are not very "sophisticated". there are many "technology for technology's sake" designs. the price is comparable to that of ferrari models, so it is understandable that more surface engineering is done. however, in the price range of us$20,000 to us$80,000, cost-effectiveness and practicality are the means to impress local consumers. this is a universal rule in any market.

ai smart cars are indeed a hot keyword nowadays, but building a qualified ai electric car still depends on the accumulation of car companies in intelligence, not ppt.it took 10 years for ff91 to go from ppt to mass production. as for the cost-effective product layout of the second-tier brand, the market attitude is also very conservative. i am afraid that it is still "much ado about nothing".

taking advantage of the "quiet development" of china's industry, ff has found a new way

although faraday future has a layout plan for the chinese market, its current "main battlefield" is actually the us market, including the "ai ev" which is not known when it will be launched. the reason is that domestic new energy vehicles are too popular.

by the way, it is rumored online that tesla also has an entry-level electric vehicle product with a similar price to ff's second brand. combined with current information, the former is expected to be priced at around rmb 150,000, with a lower positioning than model 3, and provides intelligent capabilities such as fsd. the "ai ev" mentioned by jia yueting probably also has intelligence as its core competitiveness.

but after talking for so long, tesla's entry-level electric car has not yet arrived, and its product lineup has not had any breakthrough updates. the "first smart car for young people" has also been taken over by xiaopeng mona m03. putting aside the competitiveness of these cars that have been "leaked", at least the pace of mass production has slowed down, and they have missed the opportunity to seize the chinese market.ff's layout of low-priced models is slower, and coupled with the lack of brand reputation, it is unlikely to go head-to-head with domestic independent brands.

faraday future probably chose the us market to avoid its competitive edge. even jia yueting called the us market a "blue ocean" and said that at least there is more room for development than in china. now there is no hope for "mr. jia to return to china".

the mass-produced models are extremely dependent on systematization and scale, which requires automobile companies to have strong industrial manufacturing capabilities, complete automated production lines, and high production efficiency to support the huge market demand for entry-level models. tesla, which has experienced production capacity falling short of demand, understands the importance of efficient production capacity and has opened many new super factories in recent years to cope with market expansion and new car delivery.

the ffiefactory, located in california, usa, currently mainly produces the ff91 model. the factory has automation technology and manual craftsmanship, as well as personalized customization capabilities, in order to meet the high delivery standards of models such as the ff91.compared with top luxury brands, the official has not provided specific annual production capacity data, which is obviously not suitable for the production of large-scale mass-produced cars.

however, ff mentioned the china-us automotive bridge strategy in its first quarter 2024 financial report. the goal is to establish a second brand for the mass market through cooperation with chinese oems and parts suppliers, and to create unique competitiveness by purchasing and transforming parts, combined with ff's own ai value.

it can be roughly understood that faraday future hopes to leverage the advantages of china's new energy industry chain to promote its second brand.

ultimately, the domestic new energy vehicle market is too competitive, the automobile manufacturing industry has a solid foundation, the manufacturing efficiency is very high, and the prices are very low.taking advantage of china's new energy vehicle industry chain and "quietly developing" in the us market may be ff's most ideal way out at present.

ppt is a small matter. a sufficiently attractive ppt can "paint a rosy picture" for investors and let the "ai ev" concept take precedence. however, to achieve mass production, the first thing is to build a production line. a car manufacturing factory is a bottomless investment. the first problem facing faraday future and jia yueting is mass production.

mr. jia's courage in persisting in realizing his dream for 10 years is commendable. ff91 still has some merits today, but the field of mass-produced cars requires systematization and industrial manufacturing. it remains to be seen whether faraday future has such ability.

"returning to china next week" continues to "postpone"

in the history of new energy vehicle manufacturing, many new car-making forces with high starting points failed to launch their own high-end products due to the failure to plan mass-market models in time. in the end, the capital chain broke, some went bankrupt, some went through mergers and acquisitions, and most of them did not end well. jia yueting persisted in making cars for 10 years. at that time, due to frequent defaults and high losses, the first model was not produced for a long time, and nasdaq notified him of delisting. for various reasons, ff was not favored by the market.

ff cannot be said to be stable either. the huge debt gap has not yet been filled, and the delivery data cannot be said to be very good. the total number of ff91 delivered so far is less than 20. the 11 new cars that were delivered in march this year will be recalled, making it one of the few car companies in history with a 100% recall rate.there are problems with the top luxury new energy vehicles rolling off the production line in the high-standard production workshop. as for volkswagen's mass-produced cars in who knows how many years, the wait-and-see attitude of the spectators will probably be even stronger.

tesla initially opened up the market and gained fame through the model x/s models, and achieved a leap in sales and market share through the two affordable models model 3/y. faraday future already has many successful cases ahead of it.

in any case, building a car for the public is the only way for car companies to go. it covers a wider group of people and can stand the test of the market. the mass-produced car is naturally the main force to impact the market share. the annual delivery volume of ff91, a top luxury car priced at several million, may not be able to compare with traditional top luxury brands. the key is to launch universal mass-produced cars, learn from tesla's strategy, give full play to the long version of intelligence, and build brand influence.

as for when jia yueting will be able to make the cost-effective "ai ev" a reality, no one can tell.however, if the content of the china-us automotive bridge strategy is effective, china's new energy industry chain can indeed help ff and there is still hope for its implementation.

"ten years of hard work" sounds inspiring, but only the "blue ocean market" with relatively "calm" competition can accommodate such efficiency. jia yueting once said that ff will definitely return to china. will the promise of "returning to china next week" have to wait until the "ai ev" is fully developed before it can be fulfilled?