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The successes of Chery and Geely have almost cut off the back road of the major auto brands of the three major groups. However, as the three major automobile groups with special responsibilities have gradually gained human, financial, and material advantages, their own brands have become current. Important task
With Dongfeng, the weakest company, exposing its own brand plan last week, the autonomy of the three major groups has become increasingly clear. Rich and powerful SAIC Group started to use its own brand to launch its own brand; FAW Group continues to eat the red flag of the old books; Dongfeng is to rely on the outside brain, but also secretly targeting high-end cars based on its own brand plan.
“Making self-owned brands from a long-term point of view is a dream for many generations of automakers, but from a realistic point of view, it is a summary of years of joint ventures and cooperation.†Deputy General Manager Zhou Wenjie of Dongfeng Motor Company interprets its own brand The significance of Dongfeng.
Originally, behind the self-owned brand, in addition to the needs of the market, it is still a political indicator to consider the strength of the three major groups.
FAW Red Flag
On August 18, the Pentium under the FAW sedan officially went offline, but this does not hide the “red flag†of the FAW Group. This "born eldest son" of the "headed" has gradually been marginalized by the market. Whether Pentium's launch can restore the red flag's decline is unpredictable.
According to the latest statistics, the increase in passenger cars from January to July this year was as high as 40%, but in stark contrast to the huge increase in passenger cars, the sales of Hongqi sedan from January to July were only 4350, which was a year-on-year decline. 18%. The contrast with the huge growth of its own brand Chery Automobile and Geely Automobile also stands in stark contrast.
“The red flag has reached the moment of urgent need of replacement.†At Pentium's off-line ceremony, almost all FAW executives understand the current embarrassment of this independent sedan, which honors the glory and dream of FAW people. However, for the fall of the red flag, FAW has always evaded its positioning problem.
The positioning of independent brands, Li Shufu of Geely Automobile has a big truth: “The car is equipped with two sofas above the four wheels!†In Li Shufu’s guiding ideology, he certainly could not resist the temptation of huge profits from high-end cars, but foreign investment. In front of the constructed fortress, Li Shufu chose to yield, focusing on the low-end models from the very beginning.
The red flag holding high the banner of independence obviously cannot stand the grievances of taking the low end, borrowing the red flag after the transformation of Audi's old platform into the positioning of official vehicles and commercial vehicles, but after a period of embarrassment, the market has not accepted the position of the red flag. On the contrary, for a long time, more local taxis chose red flags, which almost pushed the inherent position of the red flag into the abyss.
The red flag change is beginning to introduce the Pentium Mazda technology, this appearance has been in line with the international standards of the car began to appear on the rave reviews, FAW Car changed its previous self-styled, from this year on, stir. At the same time, for the red flag brand's overall positioning needs, Pentium One was born, and the red flag brand cut off justice, in addition to the red flag's LOGO has not changed, the sales channels, product naming and communication mode, have a new change, FAW Trying to use Pentium to restore the red flag has shown its negative intentions.
With Pentium this ticket, boarding the red flag of this old ship's FAW, this time it can be successful?
SAIC's Rover Puzzle
The Rover trademark successfully settled in SAIC's own brand base. SAIC Motor has almost become a foregone conclusion. If no accident occurs, SAIC Motor’s first product will be debuted next month. However, after borrowing Rover for years, whether this gold sign can restore the glory of the past is an unspeakable puzzle for SAIC Motor.
According to Huang Huaqiong, director of public relations at SAIC Motor, SAIC Motors will build its own domestic brand after SAIC's Rover standards. However, as far as Rover's product positioning is concerned, it will still be a huge question mark if it takes the high-end market model to be recognized by the market.
"I will not choose the domestically produced Rover as my car." A senior multinational company with a successful 2.0L Accord as a private car told the First Financial Daily that this student has studied in Europe. The senior white-collar workers and work experience are absolutely the target group of Rover. “Even in Europe, Rover is a declining aristocrat, unless the domestic Rover will have a reborn change, it will be difficult to impress the people’s enthusiasm for high-grade car consumption. ."
This is not good news for Wang Xiaoqiu, general manager of SAIC Motor. At a conference called "Positioning" in April this year, Wang Xiaoqiu and his team released a detailed "Five-Year Plan", which will launch more than 30 models from 2006 to 2010. Among them, a mid-to-high-class sedan will be launched at the end of this year. From 2007 to 2010, it will launch more than 30 models of five platforms in less than four years, thus synchronizing with the development trend of international automotive technology and priced from 65,000. RMB 300,000, covering a wide range of product line layouts in various segments of the mainstream passenger car market.
However, the above-mentioned R&D team announced by the auto makers calculated that the R&D team of less than 400 people is obviously unlikely to handle such an arduous task of product modification. An external reporter on the day of the conference questioned the grand blueprint of SAIC Motor: “The frequency of launching such a new car requires a development team of at least 5,000 people in a mature automobile company.†Less than 500 people The power to engage in the business of 5,000 people explained that there is only one: SAIC Motor will basically use Rover's models and engine technology to cover all levels of vehicles.
Even in Rover's most glorious 1990s, its sales have never exceeded 300,000 vehicles.
Dongfeng’s own route dependence
“The independent branding design was jointly created by Italian design company and Dongfeng independent R&D team. At present, the design has been basically completed. The models will learn from the localization experience of PSA.†Last week, this newspaper exclusively disclosed Dongfeng Company. After the self-owned brand car program, a person familiar with the situation broke the news to the “First Financial Daily†yesterday.
With the launch of Rover and the launch of Pentium, both SAIC and FAW have made achievements in their own brands. Dongfeng, one of the three major domestic groups, is also accelerating the pace of its own brand cars. The research and development of the "Dongfeng" brand car has completed the design of the vehicle's modelling and interior and exterior projects. This style's self-owned brand sedan that is biased towards European cars will be unveiled in 2008 at the earliest.
Without SAIC's strong financial resources, it also did not have the long history of FAW Red Flag. Dongfeng's independent brands went even more cautiously. It is reported that Dongfeng’s own-brand sedan plan was launched in the “Miao-Yi era.†In early 2005, Dongfeng officially established its own brand development plan with the investment company as its parent.
It is reported that the product development of self-owned brands is divorced from the joint venture company of Dongfeng, and the technical center of Dongfeng Headquarters is responsible for the research and development work. The pre-modelling scheme of Dongfeng's own brand cars has been finalized, and the current work around product engineering design, engineering feasibility studies, and simultaneous development of supplier parts and components has been carried out in an orderly manner.
However, due to the limited financial and manpower resources, Dongfeng was destined to start its own R&D model by drawing on the strength of the joint venture. The longest-running French PSA Peugeot Citroën Co., Ltd. and Dongfeng Motor Co., Ltd. have become Dongfeng's best choices for independent development. “Dongfeng’s own brands’ high-level and technical forces are almost all from Shenlong Motors, and many of the company’s manufacturing and technical middleware are The transfer to the preparation of the independent brand base." A dragon company's people told the "First Financial Daily" that "due to the support of the highest leadership, Shenlong personnel transfer almost no resistance."
Moreover, Dongfeng still has a very realistic pressure. The FAW and SAIC's self-owned brand cars in the three major groups have achieved breakthroughs that have caused Dongfeng pressure to multiply. However, the success of Chery Automobile and Geely Automobile began to force Dongfeng Motor to accelerate.
Dongfeng's independent brands draw on the style of partners, which means that Dongfeng will follow the model of the independent development of FAW Hongqi. However, Dongfeng's own brands that draw on PSA technology and experience must face a problem: PSA's models , is not successful in China.
Perhaps the experience of Shenlong’s successful remodeling will be a useful signal?
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