Jia Xinguang: Design does not mean that the era of development and design companies has passed.

Several domestic auto companies have already started competing in Pininfarina in Turin. Ultimately, it is not important for us to have someone who lives with us because they are Chinese companies anyway.

Someone said: "Auto design is the jewel in the crown of industrial design, and the design of an independent car is a star on a gem." However, now with the "fall in" of Georgia's Luo, the star has been eclipsed and has become a part of the public. Pininfarina’s main business was originally to design models for Ferrari. In 2008, Andre, the third generation head of the company, was killed in a car accident. The Pininfarina family was forced to sell shares, leaving only 4% of its own, while Fiat was The acquisition of Broadcom in 2009 means that Pininfarina has lost its most important customers. In just three years, the world’s three independent automotive design companies have changed their doors to leave the world with a backsliding look. So it was embarrassing to hear Pininfarina’s sale. This also shows from another aspect that the era of independence, especially the high-end automobile design company, may have passed. The automotive design company has already become popular and the automotive design company may have difficulties in its future operations. This is something that domestic auto companies should recognize. .

From SAIC's acquisition of Ssangyong and Tengzhong to the failure of Hummer, the initial success of Geely's entry into Volvo gave us a lot of inspiration. Many people tend to count only the money in their hands. Actually, this is not the most important thing. This year, the National School of Administration launched the “National Seminar on Leaders of Key State-owned Enterprises to Raise Multinational Operational Capability”. After studying and pondering, the participants finally extracted four topics that “influenced the most important issues for Chinese companies going out today”: transnational operations and Integration of resources; improvement of government control and policy support; international operations and risk monitoring; global outsourcing support for strategic talents.

In an interview with reporters, I once said: “The overseas mergers and acquisitions of Chinese car companies are moving up the industrial chain. This is a gratifying performance, but we must see that car design is only a small part of the development process. There is still a large part, such as the development of core technologies, experimentation, and appraisal. It also requires Chinese car companies to invest more resources.”

Meng Shaonong, one of the founders of the Chinese automobile industry, once pointed out that mastering product development capabilities is more difficult than mastering production capacity. The main reason behind the backward development of Chinese auto companies is still within the company. For example, the scale of the company is small, and the funds for technology development are limited; Weak power and inexperience; Corporate leaders lack vision, realize the importance of technology development, and, with no autonomy, superiors are not active.

Meng Shaonong believes that the difficulty in product development lies in the macro decision-making of leaders. Determining the target of development is the responsibility of the company's leaders. This is the basic direction of the company. Whether the decision is correct or not will affect the rise, decline, and even survival. The micro-engineering theory of automotive design has formed systematic knowledge, and the knowledge of macro-rules of leadership design and development has not yet become a complete theory, but also stays at the stage of “leadership art”. However, this kind of leadership is limited to the use of leading groups and is difficult to circulate.

In order to solve the problem of lack of enterprise development capability, it can be introduced, can be jointly designed, and can be expertly consulted. However, no matter which approach is adopted, we must not forget that the development of new products is the company’s fundamental interests and long-term tasks, and the ultimate responsibility must be to come The path of commitment and technological development ultimately depends on oneself. The ability to develop new products depends on oneself. Under the circumstances of competition, there is no innovation but one that will never embark on development.