Not long ago, Fengshen L60 was the first joint venture independent product of Shenlong Company, a joint venture company of Dongfeng Group, which was launched in Wuhan and is expected to be listed this week. At the off-line ceremony of the day, both the Dongfeng high-rise, the Shenlong company and the passenger car company were extremely good at this car. After the strategic cooperation between Dongfeng and PSA Group was realized, this car was considered by Dongfeng to create a new model for the development of China's own brand in the “post-joint venture eraâ€.
However, in the industry's view, this cooperation also represents a shortcoming of technical shortcomings in the joint venture car companies.
“The competition of self-owned brands will become more intense in the future.†Du Fangci, an adviser to the China Association of Automobile Manufacturers, analyzed that the prices of foreign brands have been moving downwards in the past two years, which has caused long-term independent brands to suffer from lower prices. The future pressure will remain very high. Big, it is very likely that there will be cases of being eliminated.
The joint venture for 30 years can not stand the "branding" fate "joint venture 30 years, before the large amount of cooperation is just cooperation, the joint venture company is essentially an 'OEM factory'. What we have to do is become a real company, not a generation Factory." Liu Weidong, deputy general manager of Dongfeng Motor Corporation said.
In the automotive sector, the concept of “post-joint venture era†has been frequently mentioned in these two years.
The industry generally understands this concept in a good direction: along with the growth of China's auto market and the growth of Chinese shareholders, China has begun to change its position in the absolute weakness of joint ventures, and its voice and control have increased. The role of the factory has gradually shifted to a more comprehensive automotive design, manufacturing, sales and export function in conjunction with local R&D centers, and is actively expanding into overseas markets.
The goal is very full but the reality is very skinny. "Independent innovation and independent development have always been the direction and goal pursued by Shenlong Company." Qiu Xiandong, general manager of Shenlong Automobile Co., Ltd. told reporters. In fact, this is almost the common goal of all Chinese joint venture auto companies. In 2008, Guangqi Honda launched the “idea†and opened the first of its own brands. After that, Beijing Hyundai, GAC Toyota, Dongfeng Honda and other joint venture car companies also continually voiced and frequently operated, and intended to keep up with the pace of their own brands.
But this is a new model, which has also caused many people to squeeze the independent research and development capabilities of Chinese auto joint ventures.
According to Dongfeng, the research and development of Fengshen L60 is carried out by Shenlong Company and Dongfeng Company. The PSA Group provides more technical support. Dongfeng and Shenlong lead design, project management, product development, parts procurement and industrial production are mainly handled by Shenlong Company, but it is still inevitable that PSA needs to provide basic platform and technical support. Later, Fengshen insiders revealed that although the L60 is a three-way research and development, it still relies on the joint venture side at the technical level.
In the “Knockoutâ€, the challenge of independent brands is actually the first time that the independent brand like Fengshen L60 borrows from the joint venture party. In the process of developing a self-owned brand, joint venture car companies often need to rely on the strength of the joint venture. The "China 530" developed by Brilliance with the Junjie FSV platform is still being questioned by the industry to imitate the "BMW 530". In the history of the joint venture of the FAW Group, the Hongqi brand once had a controversial car "Little Red Flag". This car is made of the Audi 100 platform, and even looks very similar to the Audi 100. Later in the name change and upgrade, the technical prototype was also updated from the Audi 100 to the Audi 200, but the market performance was not satisfactory. Wang analysis of automobile analysis expert, although the lower price has made a positive voice in the market, the product style of “assembling†has damaged the original image of the Hongqi brand.
In addition to losing your taste on the brand, there may be a more deadly blow. "The bigger risk is that it relies on the foreign technology platform 'transfusion' for a long time, and can't keep the R&D talents who really want to do things," said Xia Shu, an independent analyst in the automotive industry.
In the future, all independent brands, including joint venture brands, cannot avoid the fact that “'Eleventh Five-Year' is a qualifier, 'Twelfth Five-Year' is a trial, and it is likely that the '13th Five-Year' is a knockout.†The words of Xu Heyi, the chairman of BAIC Group, are regarded by many insiders as a generalization and indication of their own brands.
From the data point of view, the sales performance of independent brands in recent years is not ideal. According to the conclusion of China Automotive Industry Association on China's auto industry last year, the self-owned brands did not send good news. As the growth rate of self-owned brand passenger cars was lower than the overall market, as of the end of 2014, the share of self-owned brands in the passenger vehicle market decreased by 2.14 percentage points compared with the same period of the previous year, and the market share dropped to 38.44%. Among them, the self-owned brand cars sold a total of 2,774,400 units, down 17.4% year-on-year.
“In the face of market pressure, the key to the independent brand is technology and quality.†Du Fangci believes that joint venture brands should combine their own conditions to improve their technological initiative.
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