Many old car brands are in distress

When many people worry about the Nanqi Rover project, careful people in the industry have noticed another thing related to Nanjing Auto, that is, the future of the Yuejin brand.

In the eyes of the old generation of Chinese automakers, the leap forward is the sign of Nanjing Auto, which is synonymous with Nanjing Auto. Now, it is hard to say whether this once brilliant brand can be retained or not. It sounds cruel indeed. One industry official asserted that if the Yuejin brand no longer exists, then it is not just a generation of motorists. Most likely to be hit

It also includes the determination of China's independent companies to build cars, and the belief of Chinese automakers about the development prospects of independent brands.

The topic of the marginalization of self-owned brands has been reported by the media many times, and many people have explored and paid attention to the dangers of being marginalized to survive. It is not hard to imagine that even if the famous Yuejin brand in the domestic automobile industry can be extinguished, how can other independent brands still struggling on the edge of survival be left alone?

How many brands are still engraved with their own brand? How many independent brands are struggling between the lines of life and death? At the beginning, China’s automobile was born with several old brands: Beijing, Liberation, Dongfeng, and Shanghai. At present, Dongfeng is still able to rely on the strength of joint ventures to survive in the market temporarily. The liberation of old models, the inherent market position is gradually declining, and Beijing and Shanghai have already completely withdrawn from the Chinese auto arena.

The market is the market, and the survival of the fittest is its law forever. Just as Oldsmobile, America’s oldest car brand, has become obsolete due to its aging and obsolete vehicles, it will surely have to call off the auto market. China will surely have a large number of auto brands, including its own brands, which will be hidden due to the fierce changes in the market. Retreat. In the past, the future is the same.

In front of the cruel reality, will the self-owned brand face only the fate of being abandoned?

According to Wang Zhile, director of the Center for Transnational Studies of the Ministry of Commerce, after China's accession to the WTO, the strategy of multinational companies in China has undergone drastic changes, from the sole establishment of a joint venture or sole proprietorship to the construction of a comprehensive and centralized management system. In this case, the brand has become a powerful force in its participation in the market competition.

Li Shufu, CEO of Geely Holding Company, also mentioned this issue in this year’s “two sessions” motion. He reflected that in the course of joint ventures and cooperation with domestic companies, multinational companies are very generous in exporting technology and management. Once brands and intellectual property rights are involved, they are "have not compromised," and they are also trying to make the joint venture partners give up their existing brands. Even the high-priced acquisition of joint venture partner brand and abandoned it. This has led to an ever-increasing gap between the national industry's own brands and multinational brands.

This puts the self-owned brand in danger from "marginalization" to extinction. Most people are concerned about such car brands as Geely and Chery. However, few people have seen that most of China's most competitive truck brands are currently in jeopardy. Today, Yuejin is facing a situation of being abandoned at any time. Tomorrow, it may be Liberation, Futian, and even the east wind. Take Futian as an example. If BAIC Resources is integrated, whether it is modern or Mercedes-Benz, can they tolerate the existence of a truck brand that depends on the rise of agricultural vehicles? By then, how much living space will Foton have?

From the reality of Iveco's leap forward, this does not seem to be alarmist.

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