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壹哥的科技生活
2023.06.21
|
電動車/交通科技



光陽推「油電合一店」直球對尬GOGORO社區店！3大優勢，拆解柯勝峯這張終極王牌

光陽在 59 週年廠慶的時間點，宣布成立「KYMCO Ionex油電合一原廠授權店」，這個佈局動搖整體電車版圖，更大的意義在於加速電動車的發展。

壹哥的科技生活
#光陽

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迎向光陽集團的下一個 60 年，光陽集團董事長柯勝峯提前在 59 週年廠慶的時間點，宣布成立「KYMCO
Ionex油電合一原廠授權店」，讓可銷售服務電動機車的店家，從現在的 60 間要在兩年之內一舉提升到 1,700 家，而現有的 Ionex 電池交換站，也將從
2,600 站一舉擴增至 4,300
站。訊息公開之後，不管是傳統車行還是電動機車廠商全都炸了鍋，後續在與柯勝峯的訪談過程中，我們確實了解到此舉，不僅將動搖整體電車版圖，更大的意義在於加速電動車的發展。


換電滿意度 99%、覆蓋全台 80% 行政區的「基礎建設」

做任何事業，最重要的就是基礎要打好。被光陽集團柯勝峯形容為「基礎建設」的換電系統，在 Ionex 3.0
佈局之中，他做了非常關鍵的一步，那就是買下全球知名的電動車充電技術解決方案- Noodoe
旗下二輪車部門的所有人力和智慧財產權，在南港成立「車能網科技股份有限公司」（Ionex Energy）。

在前陣子，Noodoe 宣布獲得 ABM 戰略投資，“Ionex Energy”成了業界關注的焦點，這次訪談中，我很好奇有關 Ionex Energy
的未來發展。

透過AI應用持續優化金融服務量能，中信銀新一代智能ATM領先同業引進多項創新技術

依照他的說法，Ionex Energy 對外就是二輪電動車充電技術專家，最大的意義就是能夠掌握佈建車能網技術的主導權。對內則是 KYMCO Ionex
換電技術的全面升級。因為 Noodoe 代表的是電動車基礎建設，光陽代表的是二輪車的基礎建設，一旦原本的 Noodoe 二輪車部門都成了 KYMCO
的員工，那麼這些員工們當然就能夠更深入的理解 KYMCO Ionex 對於電動機車的需求；而藉由 Noodoe
開發充電平台的經驗，可以幫助光陽對於整個電動機車的發展理解上可以更深入、更全面，這是比較無形的。

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如此一來，KYMCO Ionex 3.0
的換電站體驗，迅速升級成國際頂級水準，現在的換電站可以即時回饋換電數據，可以標記每顆電池的狀態，包括電量、壽命與流向，換電站本身甚至能夠做到自我診斷、自我修復，也能夠做到遠端重新開機、饋電等機制。對於柯勝峯來說，這些技術基本上要能克服，才有機會滿足需求，進而推廣到海外市場。


KYMCO IONEX 換電站的下一步

Ionex Energy 的具體成績就是光陽以「站在你身邊」為核心策略，透過大數據分析來理解全台各地換電需求，打造現今覆蓋全台超過 80%
的行政區的「換電網路」。

KYMCO Ionex 換電版圖不僅 KYMCO 品牌通路，就連鎖超商、賣場、加油站、知名連鎖停車場，都有 Ionex 換電站點，KYMCO Ionex
的車主現在最快1分鐘、最短100公尺內就可以換到滿電的電池，換電滿意度已經達到同業都未達成的
99%；第「2,600站」最快將會在本月（6月）底落成，位置就選在海拔 3,158 公尺的合歡山遊客中心。

談到下一步，柯勝峯並不追求換電站的數量目標或者「大小」，而是有沒有讓消費者感到滿意這件事。柯勝峯說：「我們會依照消費者需求持續去建設，接下來因為我們有油電合一的授權店，當然那邊會有換電站點，我覺得這是在我們達成密度最高、滿意度99%之後會有的發展方向。」

簡單的說，2023 年達成 2,800 站、3,000 站都是可以預期的數字，如果這些數字對於消費者滿意度有幫助、對於KYMCO
電動車品牌發展有正向的幫助，那麼對於柯勝峯而言才具備實質的意義。

來源：光陽
光陽積極建置換電站，無論平常日或假日民眾騎乘光陽IONEX電動機車來到台中秀泰生活站前店，享用美食、
1 / 1
光陽IONEX換電站。

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水到渠成的「油電合一」

光陽董事長柯勝峯亮出了可能會讓業界都看不到車尾燈的一張王牌，那就是「KYMCO Ionex油電合一原廠授權店」。

在過去，一般車行想要轉型開電動車專賣店，那麼整個車行砍掉重練，所有員工必須重新學習電動車技術，通過認證之後才能開店，這些都還不談購入電動車與後續的維修保養等問題，更遑論老闆們後續還要學習怎麼跟消費者溝通換電方案，對傳統車商來說，門檻會比較高。因此經銷商對於轉型成電車通路可以說是要考慮再三，否則就會變成所有人口中的「開一間、虧一間。」不管是包括
Gogoro 在內的 PBGN 聯盟，還是 KYMCO Ionex，通路永遠都是最沈重的一塊。

柯勝峯坦言 KYMCO Ionex 剛開始發展的時候，燃油車經銷商的看法確實比較負面，但是在 Ionex 3.0
發表後，市場上開始有正面的聲音，消費者口碑也變得更好，真正的轉折點是他以「全面佈局」為題，發表四大車系共 6 款新車，找來比莉身穿豹紋代言 Ionex
i-One Air，後續祭出「大降光臨」策略，確實讓KYMCO Ionex 電車市佔緊咬 Gogoro 智慧雙輪，在 2023 年 1 月~ 3 月總共賣出了
2,987 台，以市佔 18% 成為「電車二哥」，更扭轉燃油車商對 KYMCO Ionex 的形象。

柯勝峯表示，發展「油電合一」原廠授權店完全是「水到渠成」，分為下述三點：

 1. 車商認同感：比莉的代言吸引經銷商們的關注，節節升高的市佔表現與好口碑，大幅提升車商對於電動車的認同感。

 2. 需求提升：Ionex
    電動車專賣門市大部分都是燃油車商的大咖，這些經銷商對於市場的敏感度較高，比較可以看得到未來，加上他們的「下線」（合作通路）也提出很多銷售電動車的需求。

 3. 政府政策：在政府的的淨零路徑目標當中，2040 年市售機車要全面電動化，他們最在意的是傳統經銷商該何去何從，因此也釋出了多項利多。

基於上述三點，光陽集團董事長柯勝峯翻出「KYMCO Ionex 油電合一原廠授權店」這張王牌，就是一個「天時、地利與人和」。

來源：光陽
新春騎新車，汰舊換新首選Ionex光陽電動車！時尚天母比莉代言「最佳比例」i-One Air廣告開打
1 / 1
光陽找來藝人比莉代言。

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短兵相接的「通路戰」

「KYMCO Ionex油電合一原廠授權店」面對的是現有 KYMCO
原廠授權店，只要取得原廠Ionex電動車的技術認證以及10萬元簽約金，即可升級為「KYMCO Ionex 油電合一原廠授權店」，即使不是 KYMCO
的品牌廠，即便是他牌優質經銷商想要「跳槽」銷售 KYMCO Ionex 電動車，柯勝峯也表達「歡迎」之意。

從外界來看，這所謂的「KYMCO Ionex油電合一原廠授權店」是 KYMCO Ionex 面對
「Gogoro社區店」的解方，對於現有燃油車商來說是很美妙，因為多了可以增加生意的機會。但卻很有可能重擊到現有 KYMCO Ionex
純電門市，同行之間也可能會有「搶生意」的問題，如此一來與 PBGN聯盟的美美的電車專賣通路甚至是「Gogoro 社區店」一旦短兵相接，反而可能百害無一利。

來源：gogoro
gogoro社區站
1 / 1
Gogoro社區站。

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> 延伸閱讀：Gogoro靠社區店搶挖油車牆角！讓你到巷口就能修車，背後策略是什麼？

柯勝峯當然明白這個道理，因此他提出的「KYMCO Ionex油電合一原廠授權店」，既然是張王牌，那就毋庸置疑。因為「KYMCO
Ionex油電合一原廠授權店」就本質而言，就是 KYMCO Ionex 授權店家的合作夥伴。

簡單的說，一旦這些原廠認證的授權店有銷售機會，他們並非是直接向 KYMCO 原廠下單，而是跟當地的 KYMCO Ionex 授權店調貨，KYMCO Ionex
授權店將從中共享利潤。如此一來，燃油車商多了可以銷售電動車的管道，當然就有增加業績的機會，而 KYMCO Ionex
經銷商也成了「線頭」，在一瞬間獲得更多「合作夥伴」幫忙賣車。

因此，「KYMCO Ionex油電合一原廠授權店」跟
「Gogoro社區店」從出發點就不同，這些店家本來就是原廠授權專賣店，他們有過去幾十年來在當地的銷售積累，是最了解 KYMCO 車款的店家，可以說是 KYMCO
的銷售精英。而從Gogoro特約店家升級而來的「Gogoro 社區店」某種意義而言只是為了解決 Gogoro
現有服務上的需求，不能說是銷售點的擴大，因為這些店家他們從事的是多品牌的經營，跟光陽原廠授權專賣店只為特定品牌服務的專賣店，很多出發點都不同。

另一方面，這些KYMCO
油電合一原廠授權店只是將現有服務內容再提升，他們做的事情都跟平常一樣，在銷售能力、維修能力、服務品質上都比較容易掌握，加上這些店家跟消費者們甚至都是老朋友了，當然在消費者滿意度上也不會打折扣。


解密「油電合一」的「三贏策略」

這幾年訪問到柯勝峯，發現他在發展策略上的共通思維就是：「不做對業績沒幫助的事情」。這次發展「油電合一」，對他而言是個 KYMCO 授權通路贏、KYMCO
Ionex 贏，消費者也贏的絕佳「三贏策略」。

對於有意願轉型的KYMCO原廠授權店，車行只需取得原廠Ionex電動車的技術認證以及10萬元簽約金，即可升級為KYMCO
Ionex「油電合一原廠授權店」。對消費者而言，不論走進Ionex光陽電動車專賣門市，或是KYMCO
Ionex油電合一原廠授權店，皆能獲得KYMCO原廠認證、品質一致的技術與服務，大幅增加消費者生活便利性，如此一來達成下述三贏：


1.消費者贏

本來有興趣購買電動車的消費者們只有 60 多個站點可以前往，現在銷售點、維修點變多、變近，可以享受跟KYMCO Ionex
電動機車同等級的銷售、保養、與維修服務，而且又是過去比較熟悉的店家，自然而然就會願意購買。而對於想要有完善的電動車體驗環境的消費者來說，他們還是可以就近去
KYMCO Ionex 專賣門市，相較以往選擇變多、變得簡單，而且更讓人安心。


2.KYMCO IONEX 授權店贏

現在的「油電合一」策略下，KYMCO Ionex 授權店也是贏家，相較過去自己要想辦法把車子推廣出去、並且賣出去，現在有更多有能力的 KYMCO
店家幫忙賣，而且客源穩定，機會當然也就更多。


3.KYMCO 原廠授權店贏

至於原本的 KYMCO 原廠授權店同樣也贏，因為他們不需要投入過多的資金，就連設備、裝潢都不用錢，只要有心通過 KYMCO Ionex
認證，就有銷售電車的資格。相較過去碰到有客人要買電動車，這些車商不用想辦法說服他們買燃油車，多了銷售 KYMCO Ionex
電動車這武器的他們，想要買電動車的人會走進去，想要修車的人也會去，後續還附帶維修保固的機會，如此一來這些店家在未來不會失去這個消費者，更可能因為有了這個「銷售武器」，可以吸引更多潛在客戶。

「只要點夠多，就可以迅速拓展跟轉型…燃油車的發展現在面臨市場競爭，因此燃油車行可以賣電車，他的吸引力就變高。電動車的車行多了很多有經驗的店家幫忙銷售，那就會有更多的誘因再開店。」

光陽董事長柯勝峯

柯勝峯透露，現階段已有大約60間的KYMCO Ionex 專賣店，目前 KYMCO 原廠授權店已經有將近 200 間提出技術認證需求，KYMCO
預計今年（2023）年底就可以全數將系統、招牌更換完成，期望在兩年內全面升級全台超過1,700間 KYMCO Ionex
油電合一原廠授權店。由於這些店家都標配Ionex電池交換站，因此現有2,600座Ionex電池交換站數量將可望一舉擴增至4,300站。

柯勝峯預期在油電轉型的過程中，KYMCO Ionex
的店家數量還會更多，「油電合一」讓消費者更快買到車、更近換到電。而且除了消費通路要轉型，光陽內部也將同步轉型。根據柯勝峯的說法，這個策略最大的意義是油轉電的加速，未來不管是光捷還是
KYMCO Ionex，在組織上會優先思考怎麼樣可以讓銷售體系做得更好。他說：「如果走原來的路，速度不快、廣度也不大」。

來源：壹哥的科技生活
光陽油電合一店
1 / 1
柯勝峯預期在油電轉型的過程中，KYMCO Ionex 的店家數量還會更多，「油電合一」讓消費者更快買到車、更近換到電。

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1,700 家「油電合一」加速企業轉型達成淨零願景

就像過去講電動汽車就會想到特斯拉一般，柯勝峯期待只要一講到電動機車，消費者就會想到 KYMCO
Ionex。他認為油電合一的原廠授權店逐漸開張之後，這個效應是很可觀的，因為消費者將能理解到「光陽也有做電動車，而且光陽有很好的電動車。」因此油電合一原廠授權店對於整個
KYMCO Ionex 品牌擴散效應有很大的幫助。

面向海外市場，柯勝峯指出，隨著新冠疫情的退燒、光陽集團與外部在合作的推動速度也將加速，包括光陽入股哈雷電動機車子公司LiveWire
之後會有新的進度公開，海外市場也將持續會有新的合作夥伴，甚至 Noodoe 在獲得 ABM 戰略投資之後，KYMCO 未來推出純電重機 SuperNEX
也可望採用汽車充電樁的解決方案。

壹哥認為，在政府頒布的 2050淨零排放路徑下，KYMCO「油電合一」策略為電車市場做了很好的示範，不只加速現有 KYMCO 車行願意轉型，更讓 SYM
光陽、YAMAHA 等車商旗下的傳統車行看到轉型的一大契機，長遠來看將加速整體機車行業從「油電合一」踏入「純電生活」。作為先行者，KYMCO Ionex
的油電合一策略明顯醞釀已久，這 1,700 間
KKYMCO原廠授權店「油電合一」帶來的連鎖性效應相當大，預期將開創機車產業新格局，此消彼長的前提下，柯勝峯口中的「2024 油電雙冠」目標，也未必不可能。

> 延伸閱讀：【圖解】光陽換電站超車Gogoro，離搶走龍頭更近了？拆解光陽「猛爆性成長」3大關鍵

本文授權轉載自：壹哥的科技生活

責任編輯：錢玉紘



延伸閱讀
【圖解】光陽換電站超車Gogoro，離搶走龍頭更近了？拆解光陽「猛爆性成長」3大關鍵【觀點】光陽Ionex銷售成長猛逼400%！超有誠意降價，跟Gogoro、宏佳騰哪裡不同？
【新商業時代，締造下一波領先者】9 大職場必修課，全站 66 折起！再享 $500 學習折扣金 >>


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