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auto-first｜shi junfeng

sharp, the "father of lcd", chose to grab attention at the critical moment when apple released "it's glowtime" and officially announced its entry into the new energy electric vehicle market.

according to sources obtained by auto-first, sharp plans to use foxconn's ev platform to develop a number of new energy electric vehicles, and will unveil a concept electric vehicle called ldk+ at the technology exhibition to be held on september 17.

in march this year, apple suddenly announced that it would abandon its high-level self-driving car project, apple car (formerly known as the "titan" project), which was originally planned to be released around 2025. ten years of efforts and tens of billions of dollars of investment came to an abrupt end. although there are many opinions from the outside world, apple chose to remain silent in the face of doubts and concerns, refusing any explanation or response. from the global technology giants' withdrawal from the new energy electric vehicle track, the difficulties and risks of car manufacturing can be seen.

however, it is intriguing that sharp, the "father of lcd", announced its entry into the electric vehicle field near apple's press conference. as early as 2016, foxconn acquired 66% of sharp's shares and has become its largest shareholder. sharp's parent company, hon hai precision, is the main body of foxconn and the most core company. therefore, sharp's entry into electric vehicles is foxconn's intention to build cars, and it is natural to use hon hai's ev platform. a few years ago, foxconn cooperated with tencent and other companies and established the headquarters of the electric vehicle project in zhengzhou. it also built ugly prototypes, but later did not go into mass production.

can sharp handle what apple failed? it seems foxconn is prepared.

the most popular electric car at present is xiaomi su7. even with overwhelming orders, there is still a rumor that "buying a su7 will cost you more than 60,000 yuan". lei jun said that this is "both right and wrong". xiaomi motors' second quarter financial report performed well, but it lost 1.8 billion yuan in innovative businesses such as smart cars. it needs to increase its scale to break even. this is the price of "getting on the table".

sharp must have weighed the pros and cons. foxconn's decision to "come to the table" is closely related to the launch of xiaomi su7. as both manufacturers of mobile phones, foxconn is even better than xiaomi in the industry chain, and has a greater chance of success in making cars. in addition, foxconn has experience in making prototype cars, which increases sharp's success rate by several percentage points.

sharp will not abandon its excellent display technology when it enters the car manufacturing industry. mototaka taneya, senior executive director of sharp, said: "electric vehicles are regarded as a room, and 'ldk+' is designed to create value even when the vehicle is not in motion." this may be an important concept and direction for sharp's electric vehicles. it is reported that at the technology exhibition "tech-day" on september 17, sharp will exhibit this concept electric vehicle. the car will use aiot technology that combines artificial intelligence and the internet of things. ldk+ will be equipped with solar cells and energy storage batteries, and its ai can also manage the owner's household electricity consumption. a large lcd screen will be installed at the rear of the car. by rotating the rear seats, the vehicle can be used as a theater. this is sharp's unique advantage. friends who like to watch movies can look forward to it.

steam outlook:new energy electric vehicles are already very popular, but there is still room for growth. at a time when bba is slowing down its transformation and restarting the development of internal combustion engines, foxconn is still targeting the new energy pure electric vehicle track. it can be seen that foxconn is still optimistic about the profit prospects based on the optimization of the supply chain and the experience of prototype vehicle manufacturing. (some pictures are from the internet)