With the deepening of cooperation with PSA Group, the imbalance between joint venture and self-development of Dongfeng Motor Corporation may change. The first to benefit from this is Dongfeng Fengshen.
Since the launch of the first product S30 in 2009, Dongfeng Fengshen has so far only launched 3 products. This new pace of promotion obviously does not keep pace with the rapid development of the market. Although there is a certain amount of annual growth, the annual sales volume has never exceeded the 100,000 mark.
In an interview with reporters, Dongfeng Passenger Vehicle Marketing Department said that this year is the key turning point for Dongfeng Fengshen and will comprehensively accelerate the three major layouts of products, technology and marketing. "The past few years have mainly focused on resource preparation. In the next four years, it is expected to realize the rhythm of the launch of two new cars each year, half of which are SUV products."
In this regard, Wang Yan, a researcher at the industry association of the All-China Federation of Automobile Dealership Automobile Dealers Association, believes that after the cooperation with PSA Group is deepened, Dongfeng Motor will receive more technical and resource support, and the development of its own brand will welcome. The first spring.
Group involved the development of ideas <br> <br> Recently, the China Association of Automobile Manufacturers released auto industry sales data for July, August information on the conference, its own car brand market share for "a fall of 11" fell to an 34.6%, the car market share is the lowest since 2009, fell below 20% fell to 17.7%. Among them, Dongfeng Motor ranked the third place in terms of overall sales volume and sales volume of passenger cars from January to July, while commercial vehicles ranked second.
Although in recent years, Dongfeng Motor has been working to balance the sales data of self-owned brands and joint venture brands, but from the current actual situation, the development of self-owned brands has failed to have a clear trend. According to the data, Dongfeng Nissan, Dongfeng Honda, Dongfeng Yueda Kia, and Shenlong Auto, the major joint ventures of Dongfeng, achieved sales of 1,303,000 units in the first half of the year, accounting for 68% of Dongfeng’s total sales volume, up 2% year-on-year.
In contrast, Dongfeng’s autonomous passenger vehicles sold a total of 364,400 units in the first half of the year, an increase of 11.83% year-on-year, a slight bleak performance.
In fact, as early as 2011, Dongfeng Motor pushed Dongfeng’s own strategy and tried to bring together its own brand power to make it possible for the company to have a relatively long-term potential with the joint venture brand. However, due to the inherently weak foundation of independent research and development, the main brands of Dongfeng, represented by Dongfeng Fengshen, have been difficult to develop under the dual influence of weak technology and unclear development thinking.
As the representative and core of Dongfeng’s autonomous passenger vehicles, Dongfeng Fengshen’s total sales volume was 40,400 units from January to June, which is still a large gap compared to the accumulated 102,000 units of Roewe and MG, the old core rivals of SAIC.
In 2006, preparations for the construction date of 9 years, Dongfeng Fengshen only launched three products, only the highest annual sales of more than 80,000 vehicles, although the trend has continued to grow, but due to lack of product lines, sales have not been able to drums urge the central role.
In this regard Wang Ji said the main reason for the slow development of Dongfeng Fengshen product or the problem of low power, in private independent reverse development means more clever today, Dongfeng Fengshen followed by a positive development and platform decommissioning derived products do not have strong comprehensive strength, in appearance issues people most important to have lost a competitive edge in the SUV, the field of people prefer the Dongfeng Fengshen action is also lagging behind competing products and even their own brothers brand Dongfeng popular, which has already launched its own SUV product.
Under the new large collaborative <br> <br> had put in intensive analysis pointed out that as a former "steam", Dongfeng Motor ideas and development of independent brands FAW is not the same.
Since Dongfeng Motor Co., Ltd. was established in a joint venture with Nissan in 2003, the overall thinking of Dongfeng Headquarters is positioned as a holding investment. It is considered that the purely positive development approach cannot be compared with the development of controlling cooperation in terms of efficiency and efficiency, and hopes to gather various companies through joint ventures. Long, to promote the development of independent brands.
Facts have proved that the market-for-technical route does not work, but the benefits of the joint venture can not be dropped. This is the main reason why the Dongfeng Motor Group's joint-venture brand has made great strides and the self-owned brand has been sluggish.
Dongfeng Fengshen current annual capacity of 120,000 level, due to the unsatisfactory sales situation, coupled with internal Dongfeng Citroen Automobile development of more smoothly, Dragon's new Peugeot 2008 on the spread of a serious shortage of production capacity to support customer orders, which must be rented And the transformation of Dongfeng Fengshen's existing production capacity. The Times Weekly reporter asked the Dongfeng Peugeot Public Relations Department to confirm this. Under Dongfeng Motor’s 2011 strategy of “grand autonomy, big synergy, and great developmentâ€, such actions are not difficult to understand, but this reflects the fact that Shenlong is more important in the Dongfeng Group and also reflects the current The Dilemma of the Development of Dongfeng Fengshen.
The role of large synergy is to allow production, but it is not good for the development of Dongfeng Fengshen. On March 26 this year, Dongfeng Motors bought shares of France PSA Group with 800 million Euros and became the largest shareholder. It created a new model of “for capital and technology†and provided world-class technical support for the continued development of Dongfeng Fengshen. At the same time, Dongfeng Motor’s acquisition of Swedish T Company and strategic cooperation with GETRAG will provide technical protection for the development of Dongfeng Fengshen.
The Dongfeng Passenger Vehicle Marketing Department told reporters: “First, there will be a product-level layout. Dongfeng Fengshen has completed its product planning before 2017, maintains 2-3 new products on the market each year, and gradually expands its product line. Within 200 days, the A-Jiajia A30, the AX7 known as the 'Apple in the SUV', a new energy electric vehicle, and the first masterpiece L60, such as the L60, will be introduced into the market.
According to Dongfeng Fengshen's existing plans, the SUV market is the focus of its future layout. In November this year, Dongfeng Fengshen will launch the first SUV "AX7". Two years later, it will launch a compact SUV model in 2016. In 2017, it will launch a small SUV model "AX3" and a positioning high. The AX7's flagship SUV product.
At the same time, Dongfeng Fengshen’s sedan segment will also receive support from Shenlong Motors and PSA Group. It is reported that Shenlong Auto's joint-venture brand will not launch a new brand, its products will still be linked to Dongfeng Passenger Vehicle's "Shuangfeiyan" logo, incorporated into Dongfeng's independent passenger car Fengshen brand system, and sold in Dongfeng Fengshen's sales channels. . However, due to technical problems in the product, the pre-production will be produced at the Dongfeng Peugeot factory under the company's subsidiary, which means that the Peugeot factory will build the Aeolus brand model on the same line as the Peugeot 408.
Previously there were rumors that Dongfeng's self-owned brand development will focus on self-development of Shenlong's joint venture. The Dongfeng passenger car's internal executives told reporters: "Dragon's own brand is jointly developed by Dongfeng, Shenlong, and PSA, and the new car uses Dongfeng. The brand and sales channels of the car, Dongfeng Company owns the corresponding technical intellectual property rights, so there is no claim on the development of the owner. The development of the self-owned brand of Shenlong is also the development of Dongfeng Autonomous Passenger Vehicle.â€