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At the end of 2011, Dongfeng Motor announced the launch of a “large autonomy†strategy. According to the plan, Dongfeng Group will implement three 1 million autonomous vehicles at the end of the “Twelfth Five-Year Plan†- one million Dongfeng brand commercial vehicles and Dongfeng brand passenger vehicles. 1 million vehicles and 1 million other independent brands.
Nowadays, Dongfeng has renewed its independence and has owned three major passenger car brands: Fengshen, popular and graceful (in 2013, Zhengzhou Nissan officially released the graceful brand). Among them, popular and agile are the main sales force of Dongfeng's autonomous passenger vehicles. The product lines of the two brands are constantly expanding. However, there have been voices recently. Due to the existence of certain overlapping products, the brothers of the same door appear to be competing with each other. Does Dongfeng’s own business really have internal competition? What is the current effect of Dongfeng’s large-scale autonomous strategy? Does Dongfeng's autonomous collaborative development model suit the optimal development path of current automakers? This time, special adviser Ming Shiwei, director of consulting, Feng Shiming, Ipsos research director Ye Sheng, veteran car commentator, Tong Jiren, and well-known auto industry expert Zhou Lei discussed around this topic.
One of the balances: The effect of the large autonomous strategy launched by Dongfeng Group in 2011?
According to Dongfeng Motor's previous plans, after the three sub-brands of Fengshen, Feng-Ying and Feng-Dong were incorporated into the Dongfeng Passenger Vehicle brand, they will integrate product R&D, channel construction, and parts procurement, and the entire Dongfeng Autonomous plate will be ready for 2016. The annual production and sales target of 3 million vehicles will be formed. Then three years have passed. Has Dongfeng launched a large-scale autonomous strategy in 2011?
Feng Shiming pointed out that the overall thinking of Dongfeng University’s self-determination strategy is in line with the current situation in the domestic market, but its sales target still appears to be too radical with 2016 as the time node. “It is still possible to realize it in 2018 or 2020. However, according to the current sales figures, 2016 is unlikely.†Feng Shiming told reporters that Dongfeng’s strengthening of its own advantages through its own independent strategy is imperative, but Dongfeng needs to be more realistic and Constructive goals. The summary points out that, first of all, Dongfeng needs to follow the laws of the market and find products, such as compact and small- and medium-sized SUVs that are more suitable for self-development; moreover, they need to increase their internal learning and promotion in marketing and become popular ( (Specially owned Jingyi models) are successful, and their experience should be shared at a large independent level; finally, Dongfeng should deepen its competitiveness in core technologies, and it can leverage on projects such as dual clutch with GETRAG to promote overall technology research and development. Advantage.
In Ye Sheng's view, Dongfeng Group has achieved a staged victory since it launched its major autonomy strategy in 2011. From this stage, we can also see that it has initially integrated various resources in R&D, production, and personnel. It also combed and established the positioning of each sub-brand and its product line and product plan. "To a certain extent, the image of a 'Dongfeng' has gradually become clear, and its overall sales volume is also steadily increasing." Ye Sheng also said that he deeply regretted the marginalization of Zhengzhou's Nissan. "NV200 and Paladin I all appreciate, and it should also play a greater role in the 'Dongfeng Autonomy'."
Tong Jiren expressed the same point of view. He believes that Dongfeng’s self-development strategy is still impressive, and this is largely due to the boost of the Dongfeng joint venture. “Dongfeng’s shareholding in PSA can be said to be Dongfeng’s own business to a certain extent. The technical barriers to the development of virtual development are eliminated, and PSA also promises to develop products based on new platforms with Dongfeng in the future. Therefore, Dongfeng's autonomous part will cooperate with PSA in the future.â€
Tong Jiren pointed out that Dongfeng’s autonomous sedan and SUV both use the mature platforms of their joint venture partners for secondary development, and this model not only enables their costs to be effectively controlled, but also ensures the quality of their products, and the products will be put into production. The market risk is relatively small. In addition, the joint venture company will also deliver a large number of talents for Dongfeng's independent sector. Tong Jiren also stated that as a core strategy of Dongfeng Motor, the Group’s self-determination strategy will inject more resources into the Group's future. Therefore, its development in the next three to five years is still worth looking forward to. â€
Zhou Lei expressed different views. “The performance of Dongfeng's independent plate is not satisfactory!†said Zhou Lei. “Dongfeng’s independence is mainly based on reverse research and development, and it is combined with Dongfeng Nissan’s existing platform to perform lower-level adjustments. However, the system capacity of Dongfeng itself needs to be further improved,†said Zhou Lei. Dongfeng’s independent part has no substantive breakthroughs at present, and there is still a big gap between its own brands, represented by Chang’an.
Summary of the balance: At present, it seems that Dongfeng must achieve a self-sustaining sales of its own passenger cars in 2016. This is still a big challenge. What Dongfeng Autonomous now needs most is not to find some evidence of its own progress, but is frank and insufficiency, and the Brother Motors Group has to find a gap in the standard, and is determined to find the key to Dongfeng’s self-enlargement and strength.
On the balance of the two: Dongfeng's two passenger cars Fengshen and popular whether there is internal competition?
Fengshen is the brand of Dongfeng Passenger Vehicle. Since the introduction of the first product S30 in 2009, Aeolus has been regarded as the orthodox business of Dongfeng Motor by itself. The internal resources of the group will be more inclined to the brand, and the self-made Dongfeng Liuzhou, one of the faction, has long been neglected, but in recent years, with the rapid rise of popular brands, this situation is being broken. According to the data compiled by Gasgoo.com, from January to October this year, Dongfeng has achieved sales of 19.71. Ten thousand units, a year-on-year increase of 34.4%, and Dongfeng Fengshen’s sales volume was 60,000 units, a year-on-year decrease of 3.4%.
In 2013, the Dongfeng Liuqi Fashion brand, which for a long time was restricted by its production qualification and could not produce sedan products, finally received good news. As Dongfeng Group adjusted Dongfeng Liuqi’s equity relationship, Dongfeng Liuzhou was officially placed under Dongfeng Passenger Vehicle as its second party. A subsidiary company, Dongfeng Liuzhou Automobile Co., Ltd. can share the passenger car production qualification of Dongfeng Passenger Vehicle. Dongfeng Motor Co., Ltd. has already prepared the first passenger car model. At the end of August this year, Jingyi S50 sedan was officially launched. On the other hand, the Fengshen brand, which has only launched 3 products for many years, has also taken great actions. On November 17, the first SUV model AX7, which was highly anticipated by Dongfeng Fengshen, went on the market. The Aeolus brand, which was the main model of the sedan, launched the SUV, and the main attacker was MPV. And popular brands in the SUV market have also introduced sedan models. The overlap between the two in the product line and business becomes more obvious. Will there be internal competition?
Many of the interviewed experts believe that there is no distinction between the two in terms of product positioning, sales channels, and price ranges. Therefore, there is no internal competition.
“At present, Aeolus focuses on sedans, and the popularity is led by MPV.†Ye Sheng also pointed out that the current trend of the automotive industry is that a single vehicle model continues to evolve, and through the dense station method to fill the gaps in the market segment, and through the same It is also a popular practice in the industry to determine the positioning of the product by using the product of the modeling, the platform, and the powertrain.
Tong Jiren also pointed out that Dongfeng’s current decentralized layout of its own business is more caused by historical reasons (the three brands belong to three relatively independent subsidiaries), but whether it is Fengshen, popular or demeanor, the logo of the three companies is the same. , belong to the Dongfeng brand, and consumers usually do not make the choice under the same brand, "they will care more about car performance, technology maturity, cost performance and other aspects when choosing their own brand." Finally, Tong Jiren pointed out that In the long run, these brands will eventually embark on the path of integrated development.
In addition to pointing out the positioning gap between Fengshen and Fengyin, Feng Shiming also told reporters that the increasing trend of the current popularity is very rapid, and its growth rate and its ability to gather limited resources to fight out of market space is worth the effort. The group and even the entire independent brand learn. Aeolus itself is also steadily growing. Many of its model upgrades are also more in line with consumer demand. At present, its SUV models have already come out, which also shows that the Fengshen brand has been fluctuating the pulse of the current domestic brands - SUV model Bo sales, inferred from the current market feedback, the arrival of AX7 is bound to enhance the overall sales of Fengshen brand. â€
And Zhou Lei believes that the current pattern of Fengshen and Fengxing does indeed have a certain degree of competitive relationship. Zhou Lei pointed out that this situation is due to the fact that Dongfeng Motor has not combed out its own brand with a clearer development strategy. The R&D capability is relatively weak, so there are no new products to support the two brands, and unlike the joint venture brands, different product positionings can be based on the same model platform. If the difference cannot be done well, then according to the two brands Promotion is indeed not proper."
On the summary of the balance: "Inside the door" is a taboo. Although Dongfeng's self-determination is still not on the internal fight, limited independent research and development forces cannot support the rapid growth of the two brands. Although it may be due to historical reasons, in order to enhance Dongfeng's overall competitiveness, Dongfeng Group needs greater management wisdom to plan and reform its business structure.
On the balance of the three: Dongfeng independent "multi-brand collaborative development", there will be more than one synergy?
Zhou Lei told reporters that for all independent brands, system capacity building is the key to success. "Whether or not there is system capability determines whether it is good to be a brand or to be able to do more than one brand." Zhou Lei is more optimistic about Chang'an's focus on brand strategy, pointing out that Changan has been focusing on strengthening the system's capacity building in recent years, so whether it is The pace of product launch is still at the forefront of self-owned brands in terms of product competitiveness and quality. At present, the development stage of Dongfeng is still a stage of development of Changan and Chery in previous years. Zhou Lei pointed out: "Now, Changan, Chery, including the development of the Great Wall have reached a new stage, and the east wind is still lagging behind. It is still not yet clear in terms of how to build its own brand, how to grasp the new market dynamics, and how to sort out its own development strategy. Do it well."
Ye Sheng said that currently on the market, most of the independent or even joint venture brands have put their core business on the development of a brand. However, there are also some successful examples that have achieved good results through the development of multiple brands. Therefore, the choice of development direction is not The key point is that under the current evaluation standards of appraisal and favorability, which brand is the easiest and clearest to be recognized and recognized by the owner, it is also willing to purchase at a premium, and is willing to recommend it to others after the purchase.
In Ye Sheng's view, Dongfeng is currently trying to expand its product line's development strategy through the power of its corporate brand under the company's own brand umbrella. It does not rule out the fact that after Skoda's development to a certain stage, it will not be eliminated. Group brands fight each other. By then, Dongfeng as a group brand is not weakened but has a softer aura.
In Feng Shiming's view, the difference in the system and cultural style of each self-owned brand led to different development strategies. For all independent car companies, the core is the inherent product cohesion. “Every family has each The classics cannot be generalized, but can only make appropriate changes based on their own circumstances and their own characteristics in order to find the right way forward.†Feng Shiming said that although autonomous car companies are currently facing the invasion of winter, however, It still has a cautious optimism about autonomy. "I believe that as long as one can focus on the market and focus on consumers, then no matter what kind of strategy is feasible."
Summary of the balance: Dongfeng's independent multi-brand associations are not synergistic, and it is not very important to measure them. It is not important at present that the Dongfeng Group needs to carefully evaluate the real gap between its own brands and the fraternal groups. After all, the importance of self-owned brands to large-scale auto groups is getting higher and higher. Chang'an has won the top spot, and the time left for Dongfeng independence is not enough.
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December 13, 2023