The hottest automobile manufacturers have accelera

2022-08-07
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Automobile manufacturers have accelerated the layout in the West and ushered in new opportunities in the western market. In the past year, the central and western regions have become the first choice for joint venture automobile enterprises such as Shanghai Volkswagen, Shanghai GM, Changan Ford, Changan Suzuki, etc. to expand their production in China. Industry insiders believe that the change of the above "policy direction" has further prompted foreign auto companies such as Volkswagen, Ford and general motors to accelerate their expansion in China. China mechanical and electrical products trading news may have never experienced a large-scale attack. It seems that the security problem of intelligence has never been seriously raised to the level of public cognition. At least recently, the first SUV model CX-7 of FAW Mazda chose to be listed in Xi'an. It is reported that the alternative cities for listing CX-7 before this include Chengdu and Lanzhou. It is not difficult to find that these places are all western cities without exception

not long ago, German Chancellor Angela Merkel visited FAW Volkswagen Chengdu Branch, which is FAW Volkswagen's vehicle manufacturing base in Chengdu and an important part of FAW Group's southwest development strategy, mainly producing A-level high-end models of the new generation Volkswagen brand

in fact, the once neglected western region has already become a hot spot for major car companies to compete, and close combat will be staged here

western market turns into potential stock

after assessing the investment environment of Chengdu's automobile industry, the president of Volkswagen China concluded that Chengdu may become the second wolf castle

the FAW Volkswagen base in Chengdu visited by Merkel is not only the third complete vehicle factory of FAW Volkswagen, but also the first Volkswagen factory in Western China. The base is located in Chengdu Economic Development Zone. By April this year, 1million complete vehicles had been offline in just five years. Before the German Volkswagen Group prepared to invest in Chengdu, it conducted a rigorous evaluation on the investment environment of Chengdu's automobile industry. Karthomasnewman, President of Volkswagen China, finally concluded that Chengdu may become the second wolf Castle (Wolfsburg, Germany, Volkswagen headquarters)

in fact, the broad prospect of the western market has already appeared. According to the data of the National Information Center, from 2007 to 2011, the market share of the four traditional regional markets of automobile enterprises has changed significantly. The market share of the eastern region has decreased from 60.0% to 52.2%, while that of the western region has increased from 18.0% to 21.9%. Another set of public data shows that in the first half of 2011, when the growth rate of the national passenger car market was only about 5%, the average growth rate of passenger cars in the western region (including Sichuan, Chongqing, Shaanxi, Guizhou, Gansu, Xinjiang, Yunnan, Ningxia, Tibet, etc.) exceeded 20%, while the growth rate of other major regional segments was less than 10%. In the southwest market with Sichuan, Chongqing, Yunnan, Guizhou and Tibet as the region, the sales volume of passenger cars has increased at a super high speed every year since 2008. In 2008, the sales volume of passenger cars in the southwest market was about 477200, which doubled in 2010 and increased to 1.6 million in 2013. It is expected that it will reach 1.9 million this year

at the same time, it is not only the market sales performance, but also the relevant national policies, after adjustment, are encouraging the further development of the automobile industry in the West

on June 30, 2011, in order to alleviate the problem of excess capacity of China's complete vehicles, the catalogue for the guidance of foreign investment industries (revised in 2011) excluded complete vehicles from foreign investment incentive projects, thus ending the seven consecutive years of preferential treatment enjoyed by overseas vehicle enterprises. Until the end of May last year, the national development and Reform Commission and the Ministry of Commerce jointly issued the catalogue of advantageous industries for foreign investment in the central and western regions (revised in 2013), which revised the policy two years ago and regarded the automobile manufacturing that was no longer encouraged as an encouraged project in the western provinces (autonomous regions and cities): if general assembly plants were built in 22 central and western provinces and autonomous regions, Foreign vehicle enterprises will be able to enjoy preferential policies such as income tax reduction and exemption from tariff on imported production equipment. So far, the vehicle manufacturing industry, which was no longer favored by the policy, has ushered in a new opportunity

car companies accelerated the enclosure and construction of factories

in the past year, the central and western regions have become the first choice for joint venture car companies such as Shanghai Volkswagen, Shanghai GM, Chang'an Ford and Chang'an Suzuki to expand their production in China

insiders believe that the change in the policy direction mentioned above has further accelerated the expansion of foreign auto companies such as Volkswagen, Ford and general motors in China. In the past year, a number of joint venture automobile enterprises, including Shanghai Volkswagen, Shanghai GM, Changan Ford and Changan Suzuki, have put forward plans to expand production in China, and the central and western regions have become the first choice for expansion. According to incomplete statistics, from the end of 2012 to 2015, the central and western regions will have a production capacity of more than one million complete vehicles and hundreds of thousands of engines

the most effective way for automobile enterprises to enter the western market and improve their brand power is to build factories in the western region. The advantage of this measure is that by marking with regionalization, the brand can better enter the vision of Western consumers. With the support of the local government, it can enter the corresponding taxi and procurement markets, which will effectively improve the market share

according to incomplete statistics, among the 22 provinces, cities and autonomous regions in the central and western regions, Chongqing, Chengdu, Wuhan and Changsha have built a considerable scale of production bases for finished vehicles and parts, and the local automobile market has great consumption potential. These four cities have become a new favorite in the eyes of automobile enterprises, and their competition for automobile projects is gradually heating up. At present, Shanghai GM is building a new factory in Wuhan, the general assembly plant of Shanghai Volkswagen in Changsha has started, the third base of SAIC GM Wuling in Chongqing has been capped, and Volvo's first general assembly plant in China has also been settled in Chengdu

in the southwest market led by Chongqing and Chengdu, several intermediate standards have been added in the past two years to install and clamp new factories according to the on-board status or similar functional status. Chongqing itself is a region where the automobile industry is concentrated. In addition to its own Chang'an group, it has also attracted SAIC GM Wuling, BAIC and other large automobile enterprises; Chengdu, on the other hand, has come from behind. Volkswagen, Toyota, Geely, Volvo and other brands have been established. In particular, the southwest base of FAW Volkswagen has realized the offline of millions of vehicles in only five years, becoming the best signboard in Chengdu's automobile industry. It is reported that DPCA, Beijing Hyundai and other enterprises have also expressed their willingness to settle in Sichuan and Chongqing

in Wuhan, the total production capacity of the plants under construction and already built has reached 1.3 million units. With the addition of Shanghai General Motors and other auto enterprises settled not long ago, the total production capacity of cars in Wuhan will reach 2million units by the end of the 12th Five Year Plan. The new joint venture factories of Renault and other multinational companies are also negotiating to settle in Wuhan, so the total automobile production capacity in Wuhan is expected to reach 3million in the future

the marketing network inclines to the West

the dealer network is the basic point of the western marketing strategy. Only when the network is completed, can the marketing measures be truly transformed into actual sales

at the media communication meeting in the first quarter of this year, Dai Lei, general manager of Infiniti China (click to view the latest person News), said that Infiniti would set up a Western Office in Chengdu in April and a global flagship store in the western area. Infiniti China plans to set up a western area centered on Chengdu, which will help to enhance the company's ability to master this area

according to the transaction of mechanical and electrical products in China, Mercedes Benz, BMW, Audi and other first-line luxury car brands have set up regional management organizations in the west to tap the potential of this market. Through the regional system, the decision-making can be quickly combined with the local environment, which is obviously more adaptable to the competitive Western market. Responsible person of Mercedes Benz

in fact, at present, car enterprises including Shanghai Volkswagen, FAW Volkswagen, Dongfeng Nissan, Shanghai GM, GAC Honda, Audi, Mercedes Benz, BMW, Volvo, Chery, Geely, etc. have established fully functional western division. At present, the north and South Volkswagen is increasing the speed of channel construction in the western market, and trying to achieve full coverage of the dealer network for the first to fourth tier cities in the western market; FAW Toyota has put forward a more specific store building plan for the western market; Chery is also planning to establish a large number of distribution networks in the West. In addition, according to the person in charge of BMW western region, most new BMW dealers will be created in the western region in the future. In 2014, the western region plans to add 20 dealers. In this way, it is expected that the number of BMW western region dealers will reach 80 by the end of 2014

the dealer network is the basic point of the western marketing strategy. Only when the network is completed, can the marketing measures be truly transformed into actual sales and the market share be increased. The relevant person in charge of Dongfeng Nissan said that the 100 cities doubling project launched by Dongfeng Nissan in 2011 has played a key role in the market development of the western region. Therefore, in 2014, Dongfeng Nissan stressed the need to do a thousand counties action, and the western region is the most suitable location in this action to support sales and after-sales service and lay a good foundation for Dongfeng Nissan in the next decade

in addition, these regional business units rooted in the western region also began to pay more and more attention to carrying out marketing activities in combination with the local market environment. For example, BMW western region took the lead in sponsoring the Lanzhou marathon, and GAC Honda based on the Chengdu market sponsored the Tianfu summit high-end forum

the independent share may be squeezed again

after the price advantage is weakened, the regional advantage of the independent auto enterprises in the western market will also be challenged with the westward expansion and sinking of the channel network of the joint venture auto enterprises

however, on the other hand, as more and more luxury brands and joint venture automobile enterprises speed up building factories and expanding networks in the western market, independent brands that originally had comparative advantages in the western market may face pressure again

in fact, independent brands have unique regional advantages and price advantages in the western market. In the region, many independent brands have already taken root in the west, such as Dongfeng, Chang'an, Lifan, Changfeng, etc., which have the advantage of geographical proximity. At the same time, in the segment market below 100000 yuan, independent brands occupy an absolute advantage and have a wide audience

according to the data, as early as 2009, the sales increment of Geely, great wall, BYD and other independent auto companies in the western region has been quite obvious, and the growth rate has generally exceeded that of the eastern region, which was the most concerned before. For example, the sales volume of Geely in Sichuan was higher than that in Guangdong by nearly a thousand, and its sales volume in Yunnan was also higher than that in Fujian and other coastal areas; Since the launch of BYD's F6 model, its sales in Gansu, Yunnan, Guizhou and other western regions have been rising all the way, and they have also become the regions with the fastest growth rate of F6 sales; In 2008, the year-on-year growth rate of Great Wall pickup truck sales in Southwest China was more than 50%, while the growth rate in Guangdong, Fujian and Guangxi was only about 12.5%

look at other independent auto enterprises: in terms of production capacity, Lifan has three factories in Chongqing and is building a fourth one. After the completion of all factories, Lifan's production capacity in the western region will exceed the million mark; The total production capacity of Changan Automobile (Weibo) in its headquarters in Chongqing has reached 1.05 million. Therefore, in terms of production capacity layout, Western auto enterprises have also formed a leading edge that other brands cannot surpass in the short term

therefore, in the eyes of many people in the industry, Midwest believes that after reading it

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