· Run time: car companies open "2020 competition"

In 2020, it will be a vital node for most car companies. Not long ago, Guangqi Honda and Shanghai Volkswagen successively released the 2020 strategy, and the specific measures of Changan Automobile and Dongfeng Motor's 13th Five-Year Plan were also disclosed. Prior to this, there were not a few car companies that released heavy strategies, and they were vying to set a large-scale sales target for 2020.
A new round of melee has begun. In the next five years, major car companies will compete in product, technology, marketing and so on. Through the strategies released by various car companies, we can also see some of the focus of future automotive market competition and the development trend of the automotive industry.
Production and sales scale is still the core of competition ●Scale Competition
Most car companies have set ambitious goals in their 13th Five-Year Plan or 2020 Strategy, and one of the core objectives is the scale of production and sales. “The average bicycle sales of the self-owned brand general passenger cars is 25,000. The Ford Focus has sold more than one million models. Who has more cost advantages?” Zhu Huarong, president of Changan Automobile, said that the importance of scale effect has been said. Indeed, in a sense, if the sales of car models have not yet formed a scale, for the car companies, other competitions may not be able to talk about.
The ambitious digital new car companies’ new round of competition has kicked off –
According to Yuan Mingxue, vice president of Changan Automobile, by 2020, Changan Automobile will achieve sales of 4.5 million units, including 2.47 million self-owned vehicles. The production and sales target of self-owned brand passenger vehicles is expected to be around 1.5 million units. According to Dongfeng's independent strategy and Dongfeng's 13th Five-Year Plan, the production and sales scale of Dongfeng's independent sector must reach 3 million by 2020. Feng Xingya, executive deputy general manager of Guangzhou Automobile Group, previously revealed that “Guangzhou Automobile’s own brand will achieve the goal of 1 million vehicles by 2020.” And 1 million vehicles are also self-owned by FAW, SAIC and BAIC. The final target is expected to be achieved.
The war of 2020 is not limited to several major automobile groups and their own brands. Joint venture brands and luxury car companies are equally ambitious for 2020 and the next five years. During the 2015 Shanghai Auto Show, Guangqi Honda and Shanghai GM released their 2020 strategy. Among them, Guangqi Honda's 2020 target is to produce and sell 1 million vehicles. Unlike other car companies, Shanghai GM's 2020 target is not a specific sales figure, but to achieve a domestic passenger car market share of more than 10%. Earlier, FAW-Volkswagen and Shanghai Volkswagen also set up their respective 2020 production and sales targets, each of which was 3 million.
The three luxury brands of Germany are competing to accelerate to the world's number one position in 2020. Steve, chairman of Audi's management board, said: "Audi is the world's largest luxury car manufacturer by 2020." Mercedes-Benz will also surpass BMW and Audi's time node in 2020. "We will surpass our competitors by 2020 at the latest, and I am full of confidence." Mercedes-Benz global president Cai Che had previously expressed such a position, and at the recent Shanghai Auto Show, Cai Che made it clear that this time will be advanced, he believes Mercedes-Benz has re-entered the fast lane.
Increasing investment and vying for new products to win this scale competition, increase R&D investment, and speed up the launch of new products have become the main strategy of most car companies.
"From now until 2020, we will continue to accumulate energy, especially in terms of new models, Audi's main models and derivative models will increase from the current 40 to 60 models." According to Steader, 2018 years ago, Audi There will be approximately 22 billion euros for new models, research and development of new technologies, and expansion of overseas production facilities, 70% of which will be used for vehicle development and technological innovation.
Mercedes-Benz put the weight of the sales increase on the compact car. “We have expanded our compact lineup, introduced the new CLA and GLA models, and introduced a new S-Class.” Cai Che said.
BMW is clearly investing in new products and advanced technology development. “In 2013, BMW’s capital expenditures accounted for 8.8% of sales. It will remain at least 7% in the next few years, mainly investing in technologies that reduce carbon emissions.” Reuters, the former chairman of BMW, said at the company meeting.
In April 2015, Changan Automobile announced that the company plans to issue 3,208,561,100 shares of non-public shares and raise a total of 6 billion yuan, which will be used for “Changan Automobile Passenger Vehicle Construction Project” and “Changan Automobile Engine Capacity Structure Adjustment Project”. ". Dongfeng Motor plans to invest 15.7 billion yuan to develop and develop its own models by 2020, with an investment of about 5% of revenue.
In addition, in Shanghai GM's plan, from 2016 to 2020, it will invest 100 billion yuan in product projects and facilities, and launch more than 10 new or modified products every year; by 2020, the product series will be from the current 29 increased to 40. While Guangqi Honda is moving towards the goal of producing and selling 1 million vehicles in 2020, it will further improve its product lineup, including Acura and Hybrid Accord in 2016.
Focus on new energy and smart interconnection ●Electric, Hybrid & Cyber
It is undeniable that the rapid development of new energy vehicles in the past two years and the popularity of Internet technologies and models in the automotive industry are stirring the entire automotive market and will at least bring many opportunities to the automotive industry in the next five years. It is based on this prejudgment that new energy vehicles and smart interconnections also occupy important seats in the strategy of 2020 for major auto companies.
Electric and hybrid can not be less "is obviously energy saving and emission reduction is a general trend." Cui Dongshu, secretary general of the National Passenger Vehicle Market Information Association, said that under the increasingly stringent fuel regulations, the pressure on various car companies is relatively large. Energy conservation and emission reduction is a top priority. "From the current situation, with the existing energy-saving and emission-reduction technologies, there is not much pressure on car companies to reach the fuel consumption limit of 6.9L in 2015, but to reach the 5L standard in 2020, it is necessary to explore more energy-saving technologies. It is necessary to develop new energy vehicles."
As a result, the promotion of new energy vehicles in the new strategy can be described as overwhelming. In Shanghai GM's 2020 strategy, it clearly stated that it will invest 26.5 billion yuan in advanced powertrain and new energy technologies. Starting in 2017, its products will be equipped with standard engine start-stop technology, which will be launched in the next 5 years. 10 new energy products, and one domestic hybrid vehicle is launched every year, covering all types of new energy products from weak mixing to strong mixing to plug-in.
Changan will use the new energy industry and intelligence as a breakthrough to create classic products, moving forward with pure electric and plug-in hybrids. "Changan has a goal. It is hoped that the electric car can accelerate up to 5 seconds in 100 kilometers. In addition, the comprehensive power can achieve 1 liter of fuel consumption per 100 kilometers, and the power consumption of 100 kilometers is 8 degrees." Yuan Mingxue introduced.
During the 13th Five-Year Plan period, Dongfeng Motor's new energy plan will also focus on the development of pure electric vehicles and plug-in hybrid vehicles. According to Liao Zhenbo, director of the strategic planning department of Dongfeng Motor Corporation, Dongfeng Motor will also choose to enter the field of battery and motor manufacturing.
Embracing intelligence and interconnecting “The 13th Five-Year Plan has a very important challenge. It is also the challenge that every auto company faces. It is how to make Internet smart cars and smart manufacturing combine with our products from design to market.” According to Liao Zhenbo Introduction, Dongfeng will promote the formation of cloud computing, industrial intelligence systems and Internet architecture during the 13th Five-Year Plan period with Dongfeng Motor + Internet as the core, and may start to implement in some areas. "We can't do this completely during the 13th Five-Year Plan, but we will build the architectural solution."
Guangzhou Automobile Group plans to build a new open e-commerce platform during the 13th Five-Year Plan, focusing on the user experience, including vehicle sales, after-sales service, auto finance, replacement car rental for used cars, and other research and development areas. Production and manufacturing, fully open to OEM dealers and service providers, and ultimately become an open, shared Internet car ecosystem.
According to Shanghai GM's 2020 strategic plan, all of its models will be connected to the vehicle by 2020, and the value added will be further enhanced while providing data for the OEM. Audi has recruited more than 2,000 technical experts not long ago, working on core areas such as lightweight construction, automotive interconnection and electric vehicles, and participating in the construction of new plants.
The ideal distance between the observation body and the ideal is usually full, but the reality is often very skinny. As China's auto market slows down and competition intensifies, major auto companies are not striving toward their respective 2020 goals, and they face more obstacles and challenges.
"The differentiation of the future industry will be more dramatic, and the industry reshuffle will enter a peak period." Not long ago, for the future changes of the automobile industry, the chief engineer of SAIC Group Cheng Jinglei made such a prejudgment. Prior to this, a person in charge of a self-owned brand car company also bluntly said that in the past few years it was a qualifier, followed by a knockout. It seems that the next five years will be more crucial for major car companies. Liao Zhenbo judged that the growth of the entire automotive industry will be less than 10% in the next 5-10 years.
“The overall market share of independent brands is declining. This is very stressful for us.” Yuan Mingxue admits that for the 13th Five-Year Plan. In recent years, the market share of independent brands has been declining year by year. According to data from the China Association of Automobile Manufacturers, the market share of self-owned brands in 2010-2013 was 33.8%, 31.3%, 30.8%, and 29.9%, respectively. From 2013 to 2014, the share of independent brands even fell for 12 consecutive months.
After entering 2015, the joint venture brand also felt the lack of growth momentum in the auto market, and a new round of large-scale price cuts is being staged. In April 2015, Shanghai Volkswagen took the lead in announcing the official price reduction of some models, which led to many companies such as Changan Ford, Beijing Hyundai, FAW-Volkswagen, and Shanghai GM. Shanghai GM made it clear that the price reduction measures were “towards” 2020" action. The decline in the price of the joint venture brand was also quickly transmitted to the independent brand. The above-mentioned steam passenger cars started, and Lufeng Motor and Dongfeng Motor successively joined the price reduction army.
Luxury car companies also feel the chill of the car market. In 2014, BMW dealers publicly called the main engine factory, and the news of collectively demanding huge subsidies continued to spread. After the incident came to an end, BMW was recently exposed to the dealers to ask the OEM to reduce the amount of tasks. In response, BMW China CEO Ange said publicly that the company has cut output in China and reduced supply of vehicles to dealers, which will remain the same in the second quarter.
The road ahead is bumpy and thorny, but the car companies will obviously not change their 2020 goals. "China's auto industry is still in an ideal period of strategic development." Liao Zhenbo believes that China's auto industry will have rapid development for several years. This is also the consensus of many car companies, so it is not difficult to understand the grand plans and goals of the above-mentioned scale.

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