Market gradually recognized as new energy leads the second round of joint ventures

The first batch of joint-venture models such as Qichen, Ideas, Baojun, etc. seized different market shares between the joint venture and independent brand competitors by virtue of their “high-tech, low-price” brand. The second round of joint ventures and independent brands have turned their attention to representatives. The future of the automotive industry trends in new energy.

Last week, Dongfeng Motor and Renault France formally signed a joint venture agreement and emphasized that they will enter the joint venture's own area. It is worth noting that, like the second batch of joint-venture brands such as FAW Toyota Landmark, BMW Brilliance Automotive, FAW-Volkswagen Carrier, and Shanghai Volkswagen Tianyue, Dongfeng Renault’s joint venture brand will also target the development of new energy. Car analyst Jia Xinguang believes that catering to China's policy of promoting new energy vehicles, the introduction of joint-venture independent brands in the early stages of development is indeed a way to take shortcuts.

<br> <br> push new energy kill two birds with one stone in silence for some time, a joint venture of independent heating up again this year. Since March, several well-known brands including Toyota, BMW and Volkswagen have released their own joint venture plans. However, according to a survey conducted by the Beijing Commercial Daily, compared with the previous joint venture brands, the new round of joint ventures has a more aggressive development field and plans to introduce different product features, among which new energy is undoubtedly the biggest bright spot.

At the end of February this year, BMW Brilliance began to publicize the self-owned brand “Snow Connaught”. In November, the first 1E of the first model of the BMW Brilliance joint-venture brand was officially released. This is a pure electric vehicle; at the Shanghai Auto Show in April this year At the same time, GAC Toyota and FAW Toyota also announced their own joint venture brands that have been brewing for a long time, and all started with electric vehicles. FAW Toyota’s joint-venture brand was named “Langshi” and its debut model was the EV pure electric concept vehicle. GAC Toyota's joint venture brand LOGO was released on the scene at the Shanghai Auto Show. The brand's logo was “i” and the first model was a hatchback pure electric concept vehicle. In addition, FAW-Volkswagen and Shanghai Volkswagen’s joint-venture brands Kaili and Tianyue, The first model to be launched in the future will also be designated as a new energy vehicle. The above-mentioned major brands plan coupled with the recent rumors of Dongfeng Renault revealed that the second round of joint ventures has become more and more clear.

It is understood that although the relevant state departments have not yet introduced relevant policies or regulations that clearly require joint ventures to launch their own brands, the government requires the joint venture to build factories in different places must launch two conditions for self-owned brands and new energy vehicles, which have been interpreted by the industry as promoting. The joint venture has developed "unwritten rules" for local car brands. In the words of Jia Xinguang, “The use of a joint-venture brand to push new energy models has solved two problems at once.”

Facilitate brand nurturing

For a new brand, the success of the first product is significant. A number of industry insiders interviewed by reporters said that judging from current market trends, there is a lot of space for using electric vehicles to cultivate a brand new brand. Therefore, major car companies, including BMW Brilliance, FAW-Volkswagen, Shanghai Volkswagen, FAW Toyota, GAC Toyota, Beijing Hyundai, and Dongfeng Renault, all proposed entry points for new energy vehicles as their joint venture's own brands. .

Through interviews, the reporter found that the joint venture's own brand pushing new energy vehicles has its inherent technological advantages. For example, the first model of Connaught BMW ZINORO's Connaught 1E, the body platform technology is derived from the BMW X1, and the energy management system and electronic control system benefit from BMWi3; the first concept car of FAW Toyota Versace is based on the Corolla EX platform. Equipped with a pure electric system, it is expected to be put into mass production in 2014; FAW-Volkswagen Carrier has the name “electric version of Bora” and is highly similar to Bora in terms of exterior design and interior.

"The joint venture's own brand mainly refers to the domestic automobile joint venture company's acquisition and introduction of foreign product technology platform, and on this basis re-developed the brand and model of intellectual property attributable to the joint venture." Jia Xinguang said that the foreign joint venture partner is powerful. The technical support is the inherent advantage of the joint venture's own brand, especially in the field of new energy. "Langshi, for example, has a new energy gene that is more mature than other brands in the blood and will certainly have advantages in future development."

Experts generally believe that the major brands of the second round of self-owned joint ventures entering the market with new energy vehicles are in line with the overall development trend of the environment, but also have congenital advantages, is a very wise choice.

Gradually recognized for reviewing the joint development process of the joint venture is not easy. In fact, since the creation of the joint venture brand, only a few sales have performed well. According to statistics from the China Association of Automobile Manufacturers, the sales volume of national car brands showed that Shanghai GM Wuling Baojun 630 had the best performance in the joint-venture market last year, with annual sales of 68,100 units; followed by Dongfeng Nissan Kaichen D50 with sales of 30,200 units. ; Guangqi Honda Concept S1 and Dongfeng Honda Siming completed sales of 24,600 and 14,100 vehicles respectively. From the sales figures, it is not difficult to see that the first batch of joint-venture models is not very popular among the auto models, and it is not a minority that the monthly sales for the price reductions are only a few hundred.

However, it is gratifying that, after several years of brand promotion and market development, joint venture self-owned brands have begun to gain consumer recognition, such as Dongfeng Nissan Kai Chen and SAIC-GM-Wuling Baojun, etc., with record sales. According to statistics, the sales volume of the Baojun 630 has exceeded 120,000 units in less than two years, and it has exceeded 9,000 units at the highest monthly sales. In addition, due to the strong channel network and high cost performance of Dongfeng Nissan, monthly sales of the Qichen brand have been in one fell swoop. Breaking through the 10,000 mark, sales will exceed 100,000 this year.

The reporter’s investigation found that the model of the force is the most important factor for the rapid recognition of Qichen and Baojun. Other joint-venture brands also saw this. During this year's Guangzhou Auto Show, Dongfeng Honda General Manager Mizuno Tashiro made it clear that although Siming is highly recognized in some markets, because the models are not rich enough, brand power is slower to improve. “We may consider launching in the future. More joint venture independent products." Mizuno Taisu said.

Yan Jinghui, deputy general manager of the Beijing Asian Games Village automobile trading market, said that there are many problems in the actual operation of joint venture self-owned brands, such as fewer models and lack of continuous marketing strategies. However, Yan Jinghui also pointed out that for the development of the joint venture independent brand industry should be given more support, after all, any new things have to go through a process to grow up.

Pressure to bring its own brand <br> <br> joint venture own brand sales rising at the same time, the independent brand market share was shrinking. The data shows that in recent years, the market share of domestic self-owned brand models has continued to decline. In November, self-owned brand passenger vehicles sold a total of 686,400 vehicles, accounting for 40.5% of the total passenger vehicle sales, which was a decrease of 3.2 percentage points from the same period of last year; In January-November, a total of 6,642,100 self-brand passenger cars were sold, which accounted for 40% of the total passenger vehicle sales, which was a decrease of 1.3 percentage points from the same period of last year.

A number of self-owned brand dealers in the interview told reporters at Beijing Commercial Daily that the continued launch of joint venture autonomous models has had a huge impact on self-owned brand sales. "Fortunately, the number of joint-venture autonomous models is still not a lot, and the 4S shop layout of the joint-venture independent brands is far from the scope of the independent brands involved. The impact has not yet fully manifested." An independent brand dealer analysis, with more joint ventures With independent models entering the market, independent brands will face increasing pressure.

Since the advent of the joint venture's own brand, it has caused controversy by various parties. Some believe that this is an advancement for the Chinese auto industry to improve its own research and development level, while others believe that the autonomy of the joint venture merely puts on its own outerwear for the outdated foreign products, and Can not improve the technical level of local companies, but also suppress the real independent brands.

In fact, it has only been a few years since the review of the joint development process of the joint venture. After China became the world’s largest production and marketing country for new cars in 2009, the Chinese auto industry is eager to change the situation of relying solely on foreign capital, and has started to advocate the development of independent brands, and the auto industry has become stronger and stronger. Therefore, at the time of the formulation of the policy by the relevant state departments, it has given high support to foreign brands to increase their investment in technology and R&D in China. In order to cater to policies, joint ventures have launched joint venture brands.

However, the joint ventures had reservations in different degrees in the introduction of their own joint venture brands, and they were more likely to adopt a coping attitude. It is precisely for this reason that the first batch of self-owned joint-venture models introduced were mostly made by phasing out foreign models, and replacing them with new ones. The effect was also to focus on the low-end market that is less involved in supplementing joint venture brands. “The joint venture autonomy is actually a supplement to the low-end market of joint venture brands, so the key markets are in the third and fourth-tier cities.” Yan Jinghui believes that such market positioning and self-owned brands are seriously overlapping, so their impact is also greatest.

Joint venture is autonomous trend <br> <br> although independent joint venture has brought considerable pressure to independent brands, but there are experts who recognized its attitude. For instance, Jia Xinguang pointed out that “when China’s self-owned brand car companies have reached the point where they must vigorously develop their own strength, joint ventures can play a certain role in stimulating their progress”. Dong Yang, executive deputy chairman and secretary-general of the China Automobile Association, also stated that in the future, China's main task is to build a powerful automobile country, and competition cannot be avoided. It will enhance its own strength through attention and continuous research and development. “I hope that the national automotive industry will increase the proportion of research and development investment to 3%-4% in the future. Among them, the 'four small' group can reach 3%, and the 'four big' group can reach the level of 4%.” Dong Yang said.

The market is the best touchstone. After several years of development, the market share of the joint-venture model has gradually increased and it has been recognized by more and more consumers. This has to some extent demonstrated that the emergence and development of joint venture autonomy is a general trend. . From the debut of the first joint-venture concept car concept of Guangzhou Automobile Honda in 2009 to today's concept S1, Qichen D50, Baojun 630, Siming and other joint-venture models have come on stage one after another, and the joint venture has completed the most difficult start and is now entering Rapid development stage.

In 2013, the joint-venture independent brand ushered in a new round of development boom, and a new energy model was put on the agenda. At the same time, the first batch of joint-venture autonomous models are constantly evolving, and they are fighting for an increasingly competitive auto market with stronger capabilities. It is understood that Concept S1 has launched a brand new model that does not retain the shadow of the old model. It is entirely a brand new product designed by Guangqi Honda. Qichen is also accelerating the launch of new and stronger models to improve the product lineage to enhance competitiveness. Listed is the hot R60.

It is foreseeable that, with Chang'an Ford Jiayue, FAW-Volkswagen Carrier, Shanghai Volkswagen Tianyue, Dongfeng Yueda Kia Huaxun and other joint-venture brands coming on stage soon, the joint venture will form positive competition with joint ventures and independent brands. At the same time, it becomes an integral part of the auto market.

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