From the most entrepreneurial practitioners in its joint ventures to the international automakers with outstanding autonomy and fear of cross-border competition, Dongfeng Motors, which shoulders national expectations and constantly controversies, handed over a satisfactory market response in 2013. . This year, the trump card of Dongfeng Motor Company was still “transnational cooperation,†but the key card it held was “mainly based on meâ€. According to Zhu Fushou, general manager of Dongfeng Company, Dongfeng's autonomous plate and joint venture plate have achieved joint development, and its ultimate goal is to “autonomyâ€.
In 2013, Dongfeng Motor sold 35.35 million vehicles and continued to be the second largest in the industry, with a year-on-year growth of 14.8%, one percentage point higher than the industry's growth rate; comprehensive market share of 16%; sales revenue of 453.36 billion yuan, a year-on-year increase of 24.4%. The taxes and fees paid were 40.6 billion yuan, a year-on-year increase of 12.1%.
Zhu Fushou said that this outstanding report card was made after the company had undergone a severe market test and had overcome various difficulties. It is of great significance. Encouragingly, Dongfeng's own brand business has developed steadily. Dongfeng's own branded autos sold 1.271 million units for the year, ranking second in the industry with a year-on-year increase of 13.4%, which is 3.2% higher than the industry's growth rate. Medium and heavy commercial vehicles ranked first in the industry for 10 consecutive years. Sales of self-owned brand passenger vehicles reached 650,600, ranking third in the industry, a year-on-year increase of 27.3%, and the growth rate was 2.4 times that of the industry. In 2014, Dongfeng plans to complete the annual sales target of 3.8 million units.
Zhu Fushou stated that Dongfeng’s “autonomy, big synergy, and great development†strategy entered the brand fusion period in 2013 and brought more efficient productivity and stronger core competitiveness through the integration and application of brand resources. This is a major achievement in the advancement of Dongfeng’s independent strategy.
During the 2013 Shanghai Auto Show, Dongfeng Motor Co., Ltd. released the Dongfeng Passenger Vehicle brand under the slogan of “Pride Forwardâ€. The brand includes three sub-brands: Dongfeng Fengshen, Dongfeng Fashion and Dongfeng Fashion. These three sub-brands are guided by the relationship of competition to a large synergistic relationship. Through their respective differentiated layouts, the three companies have almost covered the various segments of mid-size cars, and have built Dongfeng Passengers in the critical period of domestic and international market development. car brand.
Not long ago, the PSA Supervisory Board has initially approved Dongfeng and the French government's capital injection plan, and will raise a total of 3 billion euros. Dongfeng and the French government will each get about 14% of the shares, and the current largest shareholder Peugeot family's shareholding ratio will also be diluted to 14 %. Dongfeng and the French government's capital injection will be around 750 million euros. If the negotiations proceed smoothly, Dongfeng will also open up a new page for Chinese auto makers to invest in European and American multinational car companies.
In fact, during the year of 2013, Dongfeng’s most significant news point was its series of cross-border cooperation strategies. In Zhu Fushou's view, the Dongfeng interpretation of the "upgraded version" of the open cooperation of Chinese car companies, and its core is "to me mainly."
On January 26, 2013, Dongfeng and the Swedish Volvo Group established a strategic alliance with capital as a link, breaking the traditional model of simple joint ventures and accelerating the pace of Dongfeng's independent development and internationalization. The new Dongfeng Commercial Vehicle Co., Ltd. will be committed to research and development, production and sales of "Dongfeng" brand commercial vehicles, Dongfeng and Volvo respectively holding 55% and 45% of the shares.
On December 16, 2013, Dongfeng Company signed a joint venture contract with Renault of France, and Dongfeng-Renault-Nissan "Golden Triangle" was born. This means that Dongfeng’s “great synergy†strategy will expand the scope of international automobile resource allocation. Dongfeng Company can further optimize the business unit structure and further enhance its ability to withstand risks in domestic and foreign competitions. For Dongfeng Renault and Dongfeng Nissan, There will be greater synergy, and Dongfeng Renault will also gain the advantage of efficiency and cost.
In addition, the joint venture and cooperation with GETRAG and Smith Group in Germany will further utilize the global advantageous resources and gradually shift from the vehicle field to the key powertrain and special-purpose vehicle market, and gradually shift from improving the manufacturing level to enhancing the core technological capabilities.
Zhu Fushou said that in terms of improving the overall quality and efficiency of its operations, Dongfeng will firmly grasp the “niche†of transformation and upgrading, accelerate the transformation of its business structure into the high-end value chain and improve its autonomy, and accelerate product structure to safety, energy conservation and environmental protection, and intelligence. The transformation of high-quality and new energy vehicles will accelerate the transformation of the market structure to the international and domestic markets, and will accelerate the transition from the business model to product management and brand management.
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