Seize the tail of the joint venture to open up a new front for commercial vehicles

The intensified competition in the domestic auto market forced domestic and foreign automakers to change their existing competitive strategies. Among these, many companies have re-selected joint ventures. Whether this joint venture can be different from the Chinese automobile industry's nearly 30 years of joint venture history, it can be different from the era of market for technology, so that the public car companies have created a post-joint venture that is different from yesterday. Where is the road? Today's exploration may be the road to tomorrow.

Open up a new front line for commercial vehicles

“We have created a 'mobile police station' that has been serving the public security department in Shenyang for a few days. At the same time, we are actively preparing high-end medical vehicles, school buses and other special vehicles. This cooperation with Austria’s Dlouhy GmbH is for Rio Tinto Prepare the car market and strive to obtain 20% of the market share of special vehicles in the future.” Last week, when China’s Huachen Group and Dlouhy GmbH of Austria signed a strategic cooperation agreement, the president of Huachen Group, Yu Yumin, expressed his determination to enter the special vehicle market for Brilliance. .

As a well-known European emergency vehicle industry company, it is also one of the two special vehicle conversion companies authorized by Mercedes-Benz Automotive in the world. Dlouhy GmbH has outstanding technological innovation capabilities in the field of special vehicles. It can develop and modify different vehicle components and heights. Quality special car products. In this cooperation with Brilliance, the two parties will jointly invest in the establishment of Shenhua-Louis Vehicle Technology Service (Shanghai) Co., Ltd. to enter the high-end special-purpose vehicle market, involving the research and development and design of special-purpose vehicle parts and accessories, and the company will also Other domestic professional car manufacturers provide technical services.

In fact, the recent domestic auto companies actively seek multinational partners for Rio Tinto's new market, not only Brilliance. On July 19th, China Beiqi Foton and German Daimler Group jointly announced that they will jointly invest 6.35 billion yuan to set up a 50:50 joint venture to establish a medium-heavy-card joint venture company to join the heavy-duty commercial vehicle market of “continuous high temperature”. The new company is expected to be formally established in the third quarter of this year. After its production, the total vehicle production capacity will be 100,000 vehicles/year and the engine will be 45,000 units/year. In addition, there are rumors that the China Chang'an Group, which has just joined hands with France PSA, is negotiating with Volkswagen to establish a commercial vehicle company. A new wave of joint ventures has already begun.

Voice-over one: seek new market segments

Seeking new profit growth points and seeking new market segments is one of the characteristics of this wave of joint ventures.

In recent years, the rapid development of the passenger car market in China has driven various car companies to death. In contrast, although the growth rate of special vehicles, commercial vehicles and other markets is alarming, most domestic cars are at the low end, and imported cars are mostly at high prices. This high and low makes known “businesses” look seductive.” cake".

The outward shift of manufacturing industries in developed countries also provides opportunities for China to enter the market for special vehicles and commercial vehicles. It is not difficult to find that in this wave of joint ventures, foreign companies are large-scale enterprises in the special-purpose vehicles and commercial vehicle markets. They have strong technical and marketing capabilities. In the future, the products of the joint venture companies will have advantages in technology and prices, and they believe There are no fewer opportunities in the domestic and foreign markets.

Grab the tail of a joint venture

On July 9, China Chang'an Automobile has quickly finalized a cooperation project with France’s PSA Group. Compared to the PSA and Hafei’s marathon that year, this marriage progress has been very smooth. Chang'an PSA project settled in Shenzhen is expected to be completed and put into production by the end of next year.

Although the major automakers in China have basically finalized their joint venture partners in China, for some automakers that have not caught up with the first wave of joint ventures, the search for joint ventures is still an important part of their development. For example, Changan Automobile Co., Ltd., which sits on the second largest capacity in the country, sells in all directions, but the thinness in the joint venture still makes them feel uneasy.

Ford’s sluggish pace in China has made the North American giant’s slow pace of introducing new models into China and expanding into new markets. Up to now, only 4 vehicles have been made domestically and the total sales volume has always been difficult to enter the top 10, which cannot meet the development expectations of Changan Automobile. The weakness of Changan Mazda compared to FAW Mazda also made the project stalemate, and the total sales volume of the project has still been less than 200,000 units. Although Changan Suzuki has developed quite satisfactory, it clearly has not achieved the same success as India.

Therefore, Chang'an needs a "powerful overseas allies." This time with PSA's "blood for the alliance", Changan will focus on the introduction of the Citroen brand DS series of high-end products, which will greatly strengthen the competitiveness of Changan's existing joint venture models, and enhance corporate image.

Niche Brand Domestic Partner

As a niche brand, Subaru Motors, a subsidiary of Japan's Fuji Heavy Industries, has never received much attention in the Chinese market. Its plans for domestically produced news have been divergent.

At the Beijing Auto Show in April of this year, Subaru Motors issued the voice of “putting localization on the agenda”, which made everyone pay attention to Subaru's future domestic partners.

As Toyota Motor is a major shareholder of Fuji Heavy Industries, it holds a 16% stake in Fuji Heavy Industries. Therefore, Toyota Motor Corporation’s joint venture in China, FAW Toyota, was the first to be locked in by the industry. It was rumored that Subaru will cooperate with FAW and domestically at FAW Toyota. Although the incident was once passed by the nose, Subaru has not made any comments at present. It only stated in the near future that in the next two to three years, it will select a currently popular model for domestic production and establish supporting facilities.

If Subaru and the domestic car companies set up a joint venture, it will be the second domestic production of Subaru. As early as 1992, Fuji Heavy Industries introduced Subaru REX, its best-selling Japanese mini-vehicle, into the production of Skylark. However, the sales volume of the vehicle was sluggish. It sold only 12,000 units in 10 years. In 2002, Fuji Heavy Industries withdrew from the Skylark in Guizhou. Subaru's first localization process ended in vain. With the previous vehicle, Subaru's current search for partners must be cautious.

It was also coincidental that while Subaru announced its preparations for domestic production, another niche luxury brand, Jaguar Land Rover, also had domestic plans. In March 2008, the Tata Group of India successfully acquired the Jaguar Land Rover brand owned by Ford Motor Company. The Indian company then began to revive the Jaguar Land Rover. In May of this year, the Indian Tata Group announced that it plans to use one to two years to select the right Chinese partner to build a factory in China and produce its Jaguar Land Rover models.

Voice-over II: The inevitable move after the market matures

Last year, the Chinese auto market jumped to the top in the world, and major auto brands gained a lot. Subaru, Jaguar Land Rover and other niche brands have hit record highs, but this mountain looks at the high mountains and can no longer resist the temptation and impulsiveness of domestic production.

In 2009, Subaru imported and sold 35,000 vehicles, becoming China's top three imported cars; China has become the third largest market for Land Rover after the United Kingdom and the United States; Jaguar's business in China has also ranked fourth in the global market. These brands are already "mature" in the domestic market, and domestic production is the inevitable move of these companies after the market matures.

China Automobile Association expects that the Chinese auto market will maintain its growth trend in the next 10 years. If the niche brands are made domestically, it will not be impossible for them to successfully take the initiative and turn into a major brand. For domestic companies, Subaru has a good brand image, a unique four-wheel drive system, and horizontal opposition engines. If it seizes this joint venture opportunity, it can also learn advanced technology while increasing sales. The attraction is not small. Therefore, the niche brand eager to be domestically made has become the fragrance of domestic car companies.

Voice-over three: symbiotic coexistence and common development

It is dangerous for a company to have a huge scale without the distinctive features and advantages of a recruit. Judging from the Chinese market, the coordinated development of international auto companies and local companies will become the basic form of auto companies' development in the near future. The traditional top three - SAIC, FAW and Dongfeng, which is not a partner left right-right hold, operating on both sources? Although Changan has a large body, there is no obvious advantage for a project. Chang'an obviously felt the pressure. In order to regain its advantage in the mini vehicle market, Changan completed the acquisition of the new AVIC vehicle project and formed a nationwide mini vehicle production capacity. At the same time, in terms of joint ventures, Changan also showed an eager attitude. According to reports, in addition to the PSA project, Changan has also approached some international brands.

Chang’an’s strategy reflects the mentality of a number of auto companies whose domestic scale is expanding rapidly and whose corporate characteristics are still not clear. Such as Brilliance Automotive, Great Wall Motors, etc. While expanding the scale of cooperation with BMW, the former teamed up with Mercedes to finalize a commercial vehicle project and truly realized “BMW and Mercedes-Benz”. Great Wall has successively approached Chrysler and Land Rover, which are more suitable for their own product lines, and hopes to establish the image of their off-road king.

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