In the past two decades, the progress made by 's own brand is obvious to all. In the previous article, we talked about Geely , Great Wall and Changan. In the following text, we will continue to talk about other independent brands. It is also very interesting to write this topic on a whim to think about each brand. As for how many issues to write, I don’t know.
GAC Trumpchi : There is a dilemma now and the future can be expected
Twenty years ago, among the "national brand" auto companies, GAC was the most controversial. The reason is simple. In the auto industry structure at that time, GAC was the only company without its own brand.
Correspondingly, Guangqi Honda has created a "market-oriented" prototype of the Chinese auto market in the market, including the global synchronous replacement, 4S store sales model and so on. After the Guangqi Honda , the development of GAC Toyota is also like a broken bamboo. In the first ten years of the 21st century, GAC only "one poor and two white" in its own brand section.
At that time, GAC was really a "leather bag company" occupying the dividends of the joint venture policy.
After entering the second decade of the 21st century, GAC really began to develop its own brand-it acquired 166 vehicle technology from Alfa Romeo. Just like FAW, , Dongfeng and other state-owned enterprises in the same period, they have achieved a high starting point for resource optimization. The debut of the first model GAC Trumpchi sedan means that GAC has begun to develop its own brands.
From an industrial point of view, the debut of GAC Trumpchi can also be regarded as the realization of advantageous industrial resources for my use. After more than ten years of cultivation by GAC Honda, GAC Toyota and Dongfeng Nissan, the automotive industry in the Pearl River Delta region has been supporting Basically complete, it has become the second major auto industry cluster outside the Yangtze River Delta. With such a generous supporting structure and atmosphere, GAC Trumpchi has the possibility of achieving rapid growth.
The second decade of the 21st century is a decade of rapid development for GAC Trumpchi. Like Changan, the rapid development of GAC Trumpchi also benefits from the success of its styling. With the joining of Zhang Fan, GAC Trumpchi took the lead in creating styling marketing in China. Although from all angles, the GS4 that drives GAC Trumpchi's upward movement does not have many bright spots, but the wider sense of sight inside has allowed GS4 to drive the strong upward movement of the GAC Trumpchi brand.
Thanks to GAC Trumpchi's high profile and good marketing, the GAC Trumpchi brand soon became the representative of domestic first-line independent brands.
became GS4 and lost GS4. After the continued popularity of GS4, the follow-up of GAC Trumpchi's follow-up products was weak. Zhang Fan and the GS4 team changed their positions after the successful harvest, causing GAC Trumpchi to lack continuity in the subsequent marketing and technical aspects. ——Especially after the launch of the second-generation GS4, the hot sales of GAC Trumpchi did not continue.
But we also need to see that GAC Trumpchi, which has grown under the immersion of Japanese brands, still has a fairly good perspective on the market. The high-end MPV market began to be deployed in 2017. The launch of GM8 has laid a good style for the GAC Trumpchi brand. Three years later, the sales and market position of GM8 (now renamed M8) and GM6 (now renamed M6) are still good. The huge profits brought by the joint venture section of
and the talents cultivated for GAC are of great benefit to the future development of GAC Trumpchi. Although GAC Trumpchi seems to have some twists and turns at the moment, the future is still very promising.
SAIC: The market responds very quickly, and it is oriented
In the era of technology exchange in the market, SAIC has suffered a big loss-in order to introduce Santana, SAIC lost the Shanghai brand. As a result, this also made the already well-known Shanghai national car become history. And somehow, so far, SAIC's efforts to return to the Shanghai brand have been difficult.
At the end of the first decade of the 21st century, SAIC took the MG brand into the bag by way of acquisition and created its own Roewe brand. Regardless of whether it is Roewe or MG, SAIC's independent section is extremely fast in terms of product response. And just like old state-owned enterprises like Guangzhou Automobile and FAW, the starting point is extremely high.
The first models of Roewe 750 and MG7 are the re-production of the well-known Rover 7. Subsequently, the Roewe 550, which truly represents the Roewe brand's independent research and development, has once escaped the ceiling constraints of the joint venture brand and left a very "high-end" image.
now looks at the product line of SAIC passenger cars, which is currently the most complete camp in the domestic self-owned brand camp, covering a complete product architecture including MPVs, hard-core off-road vehicles, urban SUVs, and mid-level cars. If you want to include the SAIC Maxus in the commercial vehicle field, you have to add pickup trucks, light buses, and so on. In order to facilitate understanding, all SAIC passenger cars are mentioned here.
is the main technical development route followed by SAIC passenger cars in the development of these two decades. The starting point of the Roewe and MG series sedans is Rover's "tech tree", while the hardcore off-road vehicle Roewe RX8 benefited from the technology acquired during the short acquisition of Ssangyong that year.
Even the new iMAX8 launched now is inseparable from the Buick GL8 designed by SAIC Pan Asia Design Center. Even in the field of styling, you can see that the Roewe series models have a strong public style, while MG is close to Mazda.
In the field of marketing, SAIC passenger cars are also a typical "pass the air" thinking, such as MG6 chasing high-speed rail marketing. In the absence of basic technical reserves, SAIC Passenger Vehicle's marketing strategy for its products is much higher than the performance of the product itself, or even excessive force.
If most of the independent brands are unable to keep up with the marketing of the products, then SAIC is obviously unable to keep up with the marketing of the products-marketing ideas are too strange and fast.
Chery : It is easy to fight the country and it is difficult to defend the country
Just like Yin Tongyao with white hair now, Chery is also old. How high-spirited Chery was twenty years ago, and how old Chery is now-the years are merciless, and the white clouds are gray dogs.
Chery at the start-up stage is really our role model.
suffocated the domestic production of Chery Fengyun alive, and then became the first domestic company to start the positive development of platforms and models-Chery in the entrepreneurial stage is a company that develops cars in strict accordance with the entire vehicle development process.
It is reported that the Chery R&D Institute of the year was often brightly lit. Chery hired high-paying experts from Japan and South Korea. Starting from the most basic modeling, Chery’s designers were taught to complete the development of the entire vehicle. It is not like the current auto industry model, doing data development and other tasks are left to suppliers.
In a certain sense, the engineers trained by Chery at this stage will become the next ChinaThe "seeds" of the rapid development of the autonomous automobile industry.
It is easy to fight the situation, and it is also very suitable for Chery. After achieving rapid development in the first decade of the 21st century, the team that used to fight with Yin Tongyao in the past began to seek more "distributions." It is true that Yin Tongyao is not Taizu Song and does not have the ability to release military power through a cup of wine, so the final result is that at the end of the first decade of the 21st century, Chery established several independent research institutes, each of which is king, forming A few brands such as Ruiqi , Weilin and so on.
Although Chery will take back a Chery in the later period, it is difficult to regain power after the "disclosure" opening is opened. Yin Tongyao can't compare to "Kangxi Lord" and has no courage to cut San Francisco. Therefore, Ruiqi Weilin quickly became history. Chery officially returned as a Chery in 2013.
However, Chery seems to be born with a soft spot for multi-brand operations. So, later we saw Qoros , Kaiyi, Jietu, EXEED-going round and round back to the rhythm of ten years ago. But fortunately, after a round of bloody lessons, Chery is well aware of the principle of accepting what is good, so when Qoros and Kaiyi are about to struggle, Chery decisively "sell".
Yin Tongyue thinks most about the brand. The goal of 20 years of technology accumulation is to realize the high-end dream. However, it is a pity that EXEED, which entrusts Yin Tongyue's last brand up, is slowly falling.
At the Guangzhou Auto Show a month ago, as a high-end Chery brand, EXEED did not have a stand-alone booth. Instead, it "squeezed" in a small booth with the Chery brand. This is embarrassing. , Then who can respect it?
to be continued...
Note: The picture comes from the Internet
