Dragon Motor announced its new strategy on September 21st

On the opening day of Chengdu’s car, General Manager Mu Dongfu of Dongfeng Citroen said in an interview with the media that Shenlong Motors will release its third brand in addition to Dongfeng Citroen and Dongfeng Peugeot on the 21st of this month. "It is actually not directly related to Citroen and Peugeot. It is also very meaningful to have such an independent brand in China. It is because we see that China is the fastest growing country in the global automotive market," Muduff said.

According to Shenlong Automobile's internal news, on September 21, the company will announce new strategic deployments, including expanding exports, launching a third factory, introducing more models and powertrains, and releasing a third brand, which is commonly known as The "joint venture's own brand".

On September 8, Dongfeng Nissan officially announced its own brand "Kaichen." According to the Dongfeng Nissan plan, starting from the end of 2010, Kai Chen will gradually introduce concept cars and production models. In the first half of 2012, the first production model will be officially launched. As a brand new passenger car unit, Dongfeng Nissan will establish an independent design, R&D, production, marketing and service system for Kai Chen.

Qichen is the “self-owned brand” established by the second joint venture company in China. Prior to this, Shanghai GM Wuling released “Baojun”, which opened the way for the joint venture company to build its own brand of new automobiles.

Different from the so-called self-owned brands, the joint venture company's “own brand” belongs to the joint venture company. It does not have completely independent core technology and the brand logo that belongs to the Chinese company. Therefore, the joint venture “independent brand” does not belong to the category of China's own brand.

Analysts pointed out that some of the joint ventures’ “own brands” are merely the introduction of outdated technologies and models of foreign companies, which will be sold under a premise of not damaging the original brand, so as to achieve the goal of expanding sales and market share. However, for the Chinese automobile company, this process also means that the participation in vehicle development is strengthened and it is possible to acquire more foreign technology.

Mudolf said that the third brand of Shenlong Motor Company had no direct connection with Citroen and Peugeot. Therefore, the new brand models may be independently developed by Shenlong, not Citroen and Peugeot.

“And we have developed a new independent brand within the joint venture brand. There are already two Japanese companies doing this. We certainly have a lot of innovative work to do, because there is no such history in other places,” Muduff said.

In 2009, PSA sold 3.2 million vehicles worldwide, down 2.2% year-on-year. During the same period, PSA China sales increased 52% to 270,000 units. In the next five-year plan, PSA plans to further expand sales in China.

According to insiders from Dongfeng Motor (5.36, -0.11, -2.01%), PSA is negotiating with Dongfeng Motor to export the 207 and other models produced by Shenlong Motors to Russia. This will increase the sales of Shenlong Motors and reduce the production cost of PSA in Russia. . In addition, the focus of PSA China's next 5-year plan is to build a third plant with an annual production capacity of 300,000 units. After the completion of the third plant, the total production capacity of Shenlong Automobile will reach 800,000.

With the construction of the new plant, more models will be imported into Shenlong Motors. The Peugeot high-end model 508 has already been clearly put into operation. The model is scheduled to be sold in 2011. In addition, Shenlong Motors also plans to substantially update the power system. In addition to the existing 1.4L, 1.6L, and 2.0L engines, the company also plans to introduce turbocharged direct injection engines such as 1.6T and 1.4T, and to introduce plug-in hybrids. .