On September 6, the dust of the Guangzhou Toyota completed the project, making Toyota's strategic layout in China more and more clear. At the same time, it cannot be overlooked that four companies, including GM, Ford, Volkswagen, and Dirk, have also accelerated their plans in China to varying degrees this year. Shanghai General Motors reorganized the gold cup GM, Changan Ford confirmed that Nanjing is ready to start as a second base, and Volkswagen has increased its equipment for the two major positions in the north and south, and has invested heavily in new parts factories and new factories. Dike, the world's fifth-ranked player, made frequent moves this year. He signed a contract with BAIC to produce Mercedes-Benz sedans and used Beiqi Futian to collect Yaxing Mercedes to re-arrange its commercial vehicle plans. In short, in the face of China's most profitable car market with the greatest potential, the auto giants are all watching.
General: four-point vertical alignment
GM currently has four major bases in China and is basically in the east of China's territory. They are Shanghai, Yantai, Shenyang and Liuzhou.
Shanghai General Motors Co., Ltd. was established in 1997. Since its inception, GM has adopted the “high market entry†strategy. The one-time investment has reached US$1.5 billion and has developed for many years. Now the Shanghai GM brand's reputation in China has been fairly stable. Shanghai GM is headquartered in Shanghai Pudong Jinqiao Export Processing Zone, covering an area of ​​550,000 square meters. The Jinqiao production base has a production capacity of more than 200,000 vehicles in three shifts per year, and produces 100,000 automatic transmissions, 180,000 V6 engines and 62,500 L4 engines. Shanghai GM's second vehicle production base is Shanghai GM Dongyue Automobile Co., Ltd., located in Yantai, where the annual designed capacity is 100,000 units for the second class. SAIC-GM-Wuling was reorganized from Wuling, Guangxi's original Liuzhou in 2002, and currently produces micro-cars and small cars.
On August 3, Shanghai General Motors reorganized the gold cup GM successfully. The original Jinbei GM will be renamed as Shanghai GM Beisheng Automobile Co., Ltd. This marks the completion of the construction of Shanghai GM's fourth domestic vehicle production base in China. Produced products are currently the long-term advantage of the domestic MPV market GL8.
After three successive south-to-north mergers and acquisitions, Shanghai GM has owned Liuzhou Wuling, Shandong Dongyue and Shenyang Beisheng. However, GM’s "ambition" has not been met: At the Beijing Auto Show, GM announced its new plan to invest another 3 billion U.S. dollars. The new project development plan involves a number of areas such as the development of new automotive core design and R&D facilities, new product planning, and the development of automotive financial services, with a total investment of more than US$3 billion. In addition, it also revealed that GM and SAIC will build several new plants in China, including an engine plant and a transmission plant, to increase the total vehicle production capacity of their joint ventures in China. By 2007, the total vehicle production capacity will be the current annual output. 530,000 vehicles have been upgraded to nearly 1.3 million.
Shanghai GM is gradually realizing its own strategic concept: Shanghai will be used as a development base, and Excelle, including the newly introduced Cadillac, including mid- to high-end models, will be put on production in Shanghai, while other economical cars and MPVs will be transferred outside the base areas and labor costs. Lower Shenyang, Shandong, Guangxi and other places can further reduce costs and increase market share.
Toyota: Forming Encirclement in the Northeast, Southwest, and South China
The start-up of the GAC Toyota Project can be seen as a landmark event for Toyota's full entry into China, because Toyota’s strategy of sandwiching competitors from the north to the south has clearly presented itself. North and FAW cooperation, south and GAC marriage, cooperation involves Jilin, Guangdong, Sichuan, Tianjin. In addition, in the commercial vehicle sector, Toyota still has one piece left in its hands: a commercial vehicle. Toyota currently has only one joint venture company, Sichuan Toyota, and Toyota has one seat left.
For GAC Group, which has just acquired the right to cooperate with Toyota, it is hoped that this piece of commercial vehicle will be taken down. However, it is worth noting that Toyota’s technical support for the Brilliance Jinbei Haishi Passenger Car Project has not been interrupted, and the Xiamen Golden Dragon’s bus is currently working closely with Toyota Hino. Toyota’s last commercial vehicle quota can be said to date. clear.
Toyota’s Zhang Fujifu said in 2003 that “Toyota will obtain a 10% share of the Chinese auto market in 2010â€. On the face of it, Toyota and Volkswagen and GM’s plans are even worse. However, meticulous analysis, Toyota is not behind in China.
First of all, look at the distribution, Toyota has occupied the most abundant market in China, Changchun, Tianjin, Chengdu, Guangzhou, and Beijing have laid down Toyota's production base or sales center. The Vios, Trevi, Overlord, Land Cruiser, Corolla and soon-to-be-made Crown and Camry under their account have completed a complete product sequence from low-end economy cars to mid- to high-end luxury cars, from compact SUVs to high-end SUVs. .
And don't forget that Toyota's spare parts were the earliest foreign-owned auto companies to set up factories in China. From the 1980s to the present, the possession of imported Toyota cars is not a glimpse. This is why the auto market is still in a weak position today. Toyota dealers can still laugh because the number of new cars owned by other brands is not enough to support its after-sales profits, and the repair sales of Toyota dealers are still available.
Another weapon that Toyota has in China is technical output. In the light passenger market, China's top two Golden Cup sea lions and Xiamen Jinlong sea lions use Toyota Sea Lion technology. The Xiamen Grand Dragon Bus also relies on the technology of Toyota Hino in technology, and so on, Toyota and China in China Holding the technical lifeblood of the best-selling products in multiple segments, this advantage also makes Toyota China an important profit.
In a word, the "postfire" strategy is time-tested for Toyota, and Toyota definitely deserves constant attention from its opponents.
Ford: Consolidating the Eastern Line of the Yangtze River to Reconceive Northern Expedition
Ford is the latest among the five giants to enter China. There is still no clear answer to what the Ford's gourd is selling. One thing is certain, however, is that Ford now firmly occupies two important "bases" along the Yangtze River - Chongqing and Nanjing. On July 22nd, Changan Ford Motor Co., Ltd. and Nanjing Jiangning Economic and Technological Development Zone signed an investment agreement to purchase land for the construction of a second vehicle manufacturing plant. At the same time, in order to strengthen the Chinese market strategy, Ford China Sales will move from Beijing to Shanghai.
As the approval of the Nanjing plant is in progress, Ford has not announced the core conditions of the second plant's products and production capacity. However, Changan Ford dealers stated that the Chongqing plant will be used as the production site for the Ford brand model, and Nanjing should be the production base for the Ford sub brand. In response, Mazda, VOLVO, Lincoln and other models must be produced in Nanjing. The news also came from different channels.
Mazda is the most active one of the current sub-brands of Ford in China. It has successive production lines in Hainan and Changchun, and Changan Ford's Nanjing plant will also come in. The industry generally believes that Ford is so "cared for" Mazda may have another in addition to its outstanding performance in the Chinese market. The reason is that Ford wants to use Mazda to throw "an olive branch" to FAW Group and achieve a greater degree of "strong cooperation." The problem is that Ford has two partners in China: Changan, Jiangling, Jiangling as Ford’s current commercial vehicle base, and Ford’s equity participation of nearly 30%. How to handle the relationship with Jiangling will be the focus of attention first. .
Volkswagen: Focus on the two positions in the south and the north and strive to relegation
Shanghai and Changchun are two major production bases and parts bases for the masses, one for the south and the north, and Dalian is a prototype base for mass distribution of China as a component base. Since the beginning of this year, the public has made frequent efforts to improve the layout one by one: In May of this year, SAIC and German Volkswagen jointly added 1.5 billion yuan to Shanghai Volkswagen. The capital increase will be mainly used for the expansion and expansion of the Shanghai Volkswagen plant. At the Beijing Auto Show, Volkswagen also announced that it has once again increased its investment in two partners. It also revealed that in addition to Shanghai Volkswagen 5, which will be built in Lingang, Shanghai, it will also invest 530 million euros to build an engine plant in Shanghai and Dalian. After the completion of the first phase of Shanghai Lingang No. 5 Plant, the production capacity was 150,000 cars, and the second phase of the project was 300,000. In July, Volkswagen FAW Platform Parts Co., Ltd. was established in Changchun. This company mainly produces front axles and sub-frame assemblies for cars, and rear axle assemblies, including suspension systems, steering systems, and brake systems for automobiles.
As the earliest Volkswagen that entered China to set up a factory to produce, the current primary goal is to "hold". In the past two or three years, the decline of the general market share of the general public is an indisputable fact. For the public, the North and the South have been rooted in China for many years, and the masses are indifferent to partners. For it, the most important thing is how to keep it. Its first position in the Chinese market achieved a capacity plan of 1.6 million units in 2008.
Therefore, what Volkswagen has done more this year is to “open up sources and reduce expendituresâ€. On the one hand, it effectively integrates the resources of the north and the south to reduce costs, and on the other hand, it also increases investment in other areas, such as the establishment of a new plant for parts and components to achieve real estate. Realize cost reduction. ???
Dai Ke: Heavy troops stationed in the capital to expand military plans
Currently, Dike is the longest company in China's five largest auto giants. It has been preparing to produce cars, off-road vehicles, heavy-duty trucks, passenger cars and light passenger vehicles in China. It has bet on all Chinese cars and has chosen a good family. Obviously, the joint major partner Beijing Automotive Holdings, Dyke has basically completed its layout in the Chinese market.
As early as September of last year, Dyke signed a strategic cooperation framework agreement worth 1 billion euros with BAIC. He proposed to expand the joint venture, start production of Mercedes-Benz cars in China, reorganize and relocate Beijing Jeep, and expand the production scale of commercial vehicles. It will rely on two factories: Beijing Jeep and Beiqi Foton. Among them, Beijing Jeep produces Mercedes-Benz cars, off-road vehicles and other passenger cars, while Beiqi Futian produces Mercedes-Benz heavy trucks and other commercial vehicles. This year, Beiqi Foton used 200 million yuan to successfully compile Yaxing Mercedes-Benz and incorporated Yaxing into the Beiqi Foton system. In this way, Dai-ke can not only save Yaxing Mercedes-Benz, but can still produce commercial vehicles, especially passenger cars, at BAIC, thus completing Mercedes-Benz's commercial vehicle layout in China - light passenger projects and blessing steam production in Fujian. Passenger cars were put into Yangzhou and Beiqi Foton for production.
In the Chinese market, Dai-ke's passenger cars and commercial vehicles also face challenges. Mercedes-Benz competitors Audi and BMW have already occupied about 70% of the high-end consumer market in the Chinese market. Immediately thereafter, General Motors' Cadillac has also taken root in the Chinese market. Dai Ke's China commercial vehicle plan is also trapped by competitors. Yutong, Jinlong, Xi'an Xiwo and Shanghai Shenwo wait until tough opponents will bring great test to Dai Ke. All in all, the layout is only the first step of its Chinese plan. The key to victory depends on how Dyke learned the Chinese market.