In 2011, Dongfeng Motor established its own independent strategy. In the same year, it also released the “Dry†D300 plan. It is expected that the total sales volume of self-owned brands will reach 3 million in 2016, accounting for 50% of the company's total sales;
About two years later, when Zhu Fushou, general manager of Dongfeng Automobile, said in an interview, it is indeed not easy for independent development at present, but it is not enough to shake Dongfeng’s determination and the goal will not change...
It is reported that Dongfeng's independent layout is divided into three parts: Dongfeng Commercial Vehicles, Dongfeng Passenger Vehicles, and Dongfeng Nissan's Qichen Joint Venture's own brands. The three business segments, each on the occasion of 2016, will each assume 1 million sales.
"We are using our money from joint ventures to develop our own business," said Zhu Fushou.
To support this goal, Dongfeng will invest 30 billion yuan for Shiyan commercial vehicle base, Dongfeng Xiaokang base, Dongfeng Fengshen passenger vehicle base, Dongfeng Nissan Qichen Zhengzhou base, Xiangyang light commercial vehicle base and Dongfeng Yulong Hangzhou base to develop autonomy. cause.
Among them, the Dongfeng brand passenger car segment in the three major businesses has now formed a “2+2†business layout, namely Dongfeng Passenger Vehicle Company, Dongfeng Xiaokang Automobile Company, Dongfeng Liuzhou Automobile Company and Zhengzhou Nissan Automobile Company.
Came to Dongfeng Shiyan commercial vehicle base, what the reporter heard most was its past bit by bit.
“The Shiyan is built because of the car, and it is the origin of the car. It is the origin of the blood of Dongfeng Motor.†Huang Gang, General Manager of Dongfeng Commercial Vehicles, said, “The excellent talents from all over the country gathered here and everyone lived in straw huts and both were brave. The young hand of perseverance casts this world."
In fact, the Shiyan commercial vehicle base is not only the starting point for Dongfeng, but also its pride, whether it is the brand influence or sales are ranked in the forefront of the industry.
In 2012, Dongfeng Commercial Vehicle Co., Ltd. sold 180,000 units in total. The Dongfeng brand Zhongka and heavy trucks continued to maintain the top domestic industry in their respective market segments.
“Because of the impact of the economic environment, the domestic commercial vehicle market has been affected. To deal with this problem, we have begun to shift from simple car sales to transportation service providers. For example, starting from the sales stage, we will provide exclusive transportation for users in different fields such as express delivery and coal. Solutions and service plans, in addition to various financial policies.†Huang Gang said.
Unlike the domestic market in the domestic passenger car market where the joint venture model dominates, the commercial vehicle market is more price-oriented. The local brand with a selling price of about one-third of the foreign capital has strong market competitiveness. Foreign brands can only be limited to foreign brands. A handful of market segments. Therefore, in the field of commercial vehicles, the joint venture model like passenger cars is not prevalent.
In this context, Dongfeng Commercial Vehicles has negotiated for about 8 years and finally officially joined hands with Volvo to establish a new joint venture company.
“In addition to price advantages, the ability to quickly adjust products and control costs based on actual needs of users is also a major advantage of Dongfeng Commercial Vehicles. However, the advantages in the domestic market do not mean that our technological capabilities are superior to those of overseas companies. There are still many places we need to improve and learn,†Huang Gang said.
It is reported that among the new joint ventures, Dongfeng and Volvo respectively hold 55% and 45% of the shares. For Dongfeng commercial vehicles aiming at the global market, what is lacking most is not technology and products, but marketing and management capabilities for overseas markets. This is what Dongfeng hopes to learn from Volvo. The sales of heavy trucks are almost equal to the total EU heavy truck sales in the Chinese market, which is also the salutation of Volvo.
In addition, the joint venture's products will continue to use the Dongfeng Motor logo, and it will not rule out the possibility of borrowing Volvo's technology to launch new models in the future.
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