Rebirth 99 to become a car giant

One superpower and many strong ones.

This is the overall pattern of China's own-brand car companies.

In this case, most auto companies will not oppose many projects led by Nanshan Auto Group as long as they do not affect their own interests too much.

Therefore, all topics of this China Automotive Industry Development Forum went smoothly.

Although some things may not have been concluded at the meeting, the general direction of advancement has been made clear.

Later, each company arranged special people to follow up and implement.

After some media reports, some of the content of this forum was also reported more or less.

Although there are no specific problems in the reported content, some international auto giants are still a little worried.

"Ai Moha, the Chinese auto market has changed a lot in recent years."

"The current situation is completely different from that of ten years ago."

"The market share of Chinese independent brands has exceeded 50%, and will soon break through the 60% mark."

"Under such circumstances, Chinese independent brand companies are increasingly demanding to control the industry's discourse power, and their desire to enter markets around the world is also becoming stronger and stronger."

"This will definitely have a relatively large impact on our development."

On the night before the auto show, Volkswagen Huaxia's general manager Feng Del and BMW Huaxia's general manager Ai Moha met in a bar near Yanjiang Road to exchange views on the Chinese auto market.

Although Audi, a subsidiary of Volkswagen, and BMW have a certain competitive relationship, they are all German car companies, so Feng Del and Ai Moha are actually quite familiar with each other.

It can even be said that they have some personal relationships.

"This is basically the inevitable result after the development of any industry."

"Although the Chinese market is large, it can no longer accommodate so many independent brand car companies."

"In fact, I think there are too many independent brand car companies in China. Sooner or later, they will also usher in a reshuffle internally."

"In recent years, they have been able to face the outside world in a unified manner, and their internal conflicts are not so intense, mainly because under the leadership of Nanshan Automobile Group, everyone has focused on joint venture car companies."

"Didu Hyundai, Xifeng Yueda Kia, Shanghai GM, Changan Ford, Yangcheng Toyota, Chuncheng Toyota, and even South and North Volkswagen, which one has not been dealt with?"

"Even our BMW has been tossed around."

"Through these tosses, the market share of China's independent brand car companies has continued to expand, and now it has surpassed joint venture car companies."

"In this case, it is inevitable that they begin to pay attention to exports."

"Because the expansion space left for them in the country is not that large."

Amoha is also a China expert. As the general manager of BMW China, he single-handedly brought BMW's annual sales from tens of thousands to today's annual sales of hundreds of thousands.

Therefore, he has a more thorough understanding of the situation in the Chinese auto market.

"Xingchen Auto has been taking the international route from the beginning, and the Jaguar Land Rover it acquired later is even more so."

"Even the newly established Future Auto is taking the international route, and it is quite successful."

"This is a leader for other independent brands in China, allowing everyone to see the prospects of the export market."

"But exports are definitely not that easy, and they will probably still compete in China in the end."

"If there is further competition, our pressure will be greater."

Feng Del is very impressed with the cost competitiveness of Chinese companies.

Although Volkswagen Huaxia's rate of return is not bad, there is not much room for further significant decline.

The most important thing is to further reduce costs, basically reconstruct the supply system, and use a large number of local parts companies in China.

Otherwise, it will be difficult to achieve this goal.

"As the world's largest auto market, the Chinese market is a market we cannot afford to lose."

"We are not like General Motors and Ford, which have a local market with more than 10 million sales."

"Once we miss the opportunity in the Chinese market, it will be very difficult for the company to accept."

"We at BMW are preparing to continuously launch more low-priced entry-level models, and even reduce the lowest price to less than 200,000."

"Through these methods, we can further increase sales in China."

"I think Volkswagen also needs to continuously reduce the prices of various models."

"For example, the Skoda models of Shanghai Volkswagen have developed very well in the past two years."

"If the prices of Volkswagen brand models can be reduced, sales are still worth looking forward to."

"At the same price, I think most Chinese consumers are still willing to choose products of international auto giants such as Volkswagen."

It has to be said that Aimoha's judgment is quite accurate.

How can price reduction be so easy to do with just one sentence?

"Hey, I also want to reduce costs, but no matter how much I reduce it, it is difficult to achieve the same level as China's own brands." "In the past, our Passat sold for 250,000 yuan, while the price of the same level of China's own brands was less than 100,000 yuan, but consumers still gave priority to buying our Passat."

"But now the price of our Passat has been reduced to less than 200,000 yuan, while the price of the same level of cars of China's own brands has generally exceeded 100,000 yuan."

"But at this time, the number of consumers choosing our Passat has not only not increased, but has actually decreased."

"Our brand premium is decreasing rapidly. If the price is doubled before, everyone thinks there is no problem at all."

"Now consumers can only accept a difference of about 20% at most, and even hope to reduce the price difference to 10%."

"This is really too difficult for us."

When Fondel said this, Aimoha couldn't help but give him a few seconds of silence.

BMW is a luxury brand. Apart from competing with Nanshan Automobile Group, it basically does not have much competition with other independent brands in China.

Therefore, he did not particularly feel the pressure of brand premium mentioned by Vondel.

Of course, this does not mean that he does not agree with Vondel's statement.

On the contrary, he felt that what Vondel said was very reasonable.

But apart from continuously reducing the cost of Volkswagen, there seems to be no good way to solve this problem.

The days when you could make a lot of money in China while lying down are obviously gone forever.

In the past, Chery and Geely only had low profits of 2% to 3%, but Modu Volkswagen and Spring City Volkswagen had profits as high as 20%. Gone are the days.

In the future, it will be almost impossible for Spring City Volkswagen and Magic City Volkswagen to maintain a profit margin of more than 10%.

Unless they completely abandon sales targets, use profit margins as the most important indicator, and only sell models with better returns.

But this is obviously not in line with Volkswagen's overall strategy.

They also want to become the world's number one car company in sales in the future.

"At this Yangcheng Auto Show, Chinese independent brand car companies launched many new products, among which the types of new energy vehicle products are very rich."

"Almost every car company has a flagship new energy vehicle, and the gap between us is still quite obvious in this regard."

"We at BMW are moving relatively quickly in this regard, but compared with others, the distance is still quite obvious."

"Do you think Volkswagen should consider accelerating its pace in this area?"

When Amoha asked, Fondel immediately felt an invisible pressure.

New energy vehicles are an even more difficult matter.

But since Amoha asked this, it would definitely be inappropriate for him not to say anything.

Fortunately, the Volkswagen headquarters has also announced part of its new energy vehicle development plan, and Vondel can take it and explain it carefully.

"Considering the hot sales of SUV models and the brand premium compared to cars, our headquarters is preparing to launch several SUV electric vehicles as a platform product in the next three years."

"Through this platform product, the headquarters hopes to catch up with the mainstream level in the Chinese market."

Volkswagen attaches great importance to the Chinese market, so it is naturally impossible to completely abandon new energy vehicles.

These days, there are still plenty of gimmicks for new energy vehicles.

Whether at home or abroad, various car companies are more or less engaged in technological development in this area.

Volkswagen is certainly no exception.

"Do you purchase your Sanden parts from local Chinese suppliers, or do you cooperate with German parts companies?"

Aimoha asked a rather important question.

Today he also noticed a forum among China's independent brand car companies.

On this forum, the discussion of various standards for special parts related to new energy vehicles has been included in a very important position.

In the future, China will definitely formulate its own industry standards in this regard, which may not necessarily be a good thing for international automobile giants such as BMW and Volkswagen.

"We are going to take a two-step approach. We will cooperate with Nanshan Automobile Group for electric vehicles and electric and electronic components produced locally in China."

"For electric vehicles produced outside of China, we will look for other manufacturers internationally to cooperate."

"For example, manufacturers such as Continental, Bosch, Panasonic, and LG try to avoid Chinese manufacturers as much as possible."

When Vondel said this, Aimoha immediately felt that Volkswagen's approach seemed worth learning from.

However, this may not be the case for all parts, such as batteries.

Aimoha knows that the cost of Nanshan batteries is much lower than that of other international manufacturers.

However, in electric vehicles, the proportion of battery cost is very high.

If we blindly choose to get rid of the influence of Nanshan Automobile Group and finally choose an international parts company, it seems that we will lose more than we gain?

However, this kind of thing must be something that Amoha knows clearly in his own mind, and there is no need to talk about it.

…

"Mr. Cao, I just made final confirmation that GM and Changan Ford are definitely not coming to the Yangcheng Auto Show."

"Their booths are actually almost ready. I even heard that some of the exhibition cars have been transported to Yangcheng."

"But they probably also heard that many car owners planned to go to the auto show to cause trouble, so they finally canceled their plans to participate in the show."

On the first day of the China Automobile Industry Development Forum, there will naturally be a reception dinner.

Big names in the automobile industry gathered, and Cao Yang naturally participated.

But everyone has to attend the car show tomorrow, so this dinner will be over soon.

While taking Cao Yang off to the car, Zeng Tingting gave a brief report on some situations at tomorrow's auto show.

"I'm afraid it's not just a matter of worrying about someone causing trouble at a car show."

"As long as their minds are clear enough, they will know that the future Chinese market will have nothing to do with them."

"Now they have to start thinking about how to retreat in a dignified way."

Cao Yang knew that both Changan Automobile Group and Modu Automobile Group were making some internal preparations for the closure of Changan Ford and Modu GM.

It is impossible that these news will not reach Changan Ford and GM.

Coupled with the news on the Chinese Internet during this period, it is normal for people at General Motors and Ford Motor to feel that there is no hope for the factory to resume production.

"That's true."

"If they have accepted this reality, then it would be normal not to participate."

"Even all advertising can be removed, which can save a lot of money."

Zeng Tingting does not feel sorry for the fate of GM and Changan Ford at all.

These are all things they did themselves to commit suicide.

"I didn't expect that we had conducted so many encirclement and suppression campaigns. In the end, Hyundai Motor, Kia Motors, Toyota Motor, and Volkswagen did not fall. On the contrary, it was GM and Changan Ford that had a relatively good relationship with us before. ”

"This is really because the plan cannot keep up with the changes."

Cao Yang felt really emotional when he thought about the struggles between Nanshan Automobile Group and various joint venture brands over the years.

According to the normal plan, Modu General Motors was planning to wait until the other party built a three-cylinder engine before doing something about it.

As for Changan Ford, when their sales reached their peak, quality problems also reached their peak.

At that time, if you follow 3.15 and make a big move, you can knock them down immediately.

However, in the end these options were not used.

…

The Yangcheng Auto Show has held its first auto show since 2003. As of this year, exactly ten years have passed.

These ten years have been a decade of rapid development for the automobile industry in Yangcheng and even China.

China's car sales have also rapidly increased from a few million to more than 20 million.

This speed is unprecedented in the world.

With the development of the industry, various independent brands have also made great achievements.

In previous auto shows, independent brand booths basically relied on beautiful models to attract the audience's attention.

There are relatively few people who really pay attention to various types of cars.

But in the past two years, the situation has slowly begun to change.

The new products released by various independent brand car companies are beginning to attract everyone's attention.

Especially in terms of new energy vehicles, there have been huge changes in the past two years, and consumers are also very interested in understanding the competitiveness of each company's new energy vehicle products.

"Mr. Cao, preliminary statistics show that in addition to our new electric cars from Future Cars, more than 8 new electric cars will be displayed for the first time at this auto show."

"More than 20 car companies will showcase their new energy vehicle products."

"Although there are still more traditional fuel vehicles, according to our preliminary understanding, various media and audiences pay more attention to electric vehicles than fuel vehicles."

Today is media day. Yu Yu brought the Autohome team to the Pazhou Exhibition Hall early in the morning.

After Cao Yang arrived at the scene, she took the initiative to report the relevant situation.

Although General Motors and Ford Motor Company are fighting to the death with Nanshan Automobile Group, other international automobile giants still attach great importance to the Chinese automobile market.

In particular, various luxury brands attach unprecedented importance to it.

After all, the growth rate of China's luxury car market in recent years has always been higher than the overall growth rate.

Especially in recent years, when the overall growth rate is not very fast, luxury cars are still growing rapidly.

This made everyone more interested.

"The development of new energy vehicles can be said to be a general trend."

"In the next five years, the market share of new energy vehicles is likely to rapidly increase from about 5% now to more than 30%."

"This has a huge impact on the entire industry, and this is where our Chinese car companies have an advantage."

"In the past, everyone has been talking about overtaking on corners, but in fact it has never been realized."

"But this time, I think there is a real possibility of overtaking in corners."

Cao Yang's view is definitely radical in the eyes of many people.

But Cao Yang himself knew that this was entirely possible.

Even with the rapid development of new energy vehicles, a series of new situations will emerge.

"Indeed, this year not only has everyone paid more attention to electric vehicles, but the influence of the parts exhibition has also increased significantly."

“Especially the parts related to Sanden have attracted a lot of people’s attention.”

As the general manager of Autohome, Yu Yu is very sensitive to matters related to industry changes.

"This is a good thing."

"Only when auto parts develop, can the auto industry truly become stronger."

"Otherwise, even if our car market sales reach 30 million vehicles a year, we can only say that China is a big car country, not a strong car country."

Cao Yang attaches great importance to the auto parts industry.

At that time, Nanshan Group's starting product was nut plates, which were considered a very inconspicuous product among auto parts.

Later, it slowly expanded to various parts such as bearings and gears, and then slowly developed.

Finally, relying on the engine and gearbox, the foundation of Nanshan Automobile Group was successfully strengthened.

"It is said that the auto parts industry has developed, but in fact the most important thing is that Nanshan auto parts, Nanshan batteries, Nanshan gearboxes and other Nanshan-based companies have developed relatively quickly."

"Although there are many other parts and components companies in terms of quantity, there are also some that have reached a certain scale in terms of scale."

"But there are still relatively few companies with relatively high technological content."

"Of course, this situation is changing rapidly. I think if it takes another ten years, the domestic parts industry will really develop."

Autohome has a special section related to the parts industry.

Therefore, Yu Yu is relatively clear about the situation of auto parts companies in China and even around the world.

Objectively speaking, if we exclude the enterprises from the Nanshan Group, China's auto parts industry still lags far behind that of Germany, Japan, the United States, Korea and other countries.

Especially in terms of functional parts, the gap is even greater.

For example, Bosch's ESP and ABS, Denso's high-pressure oil pump and fuel version, and Aisin and ZF's gearboxes, there is simply no domestic manufacturer that can compete with them.

"Now that new energy vehicles are gaining momentum, domestic manufacturers may rise much faster than you think in terms of various new parts for new energy vehicles."

"It is estimated that it will not take ten years, but in five years they will surpass the international mainstream manufacturers in these fields."

"But in terms of traditional parts, even in another ten years, it is estimated that it will be difficult to surpass."

"But with Nanshan Auto Parts, it doesn't matter if other manufacturers are not good."

As long as there are companies in China that can produce, there is no need to worry about being ripped off.

On a car, there are no parts that Nanshan Automobile Group can't handle.

"If this is the case, then China has really transformed from a major automobile country to a powerful automobile country."

Yu Yu said with emotion.

This day came earlier than she thought.

…

Although Modu GM did not participate in this Yangcheng Auto Show, General Manager Austin and Sales Director Jim still came to the scene.

They need to report the situation in China to the headquarters in a timely manner.

These situations include various aspects, among which things related to Nanshan Automobile Group are naturally the focus of the report.

The performance of other international automobile giants in China is also the focus of everyone's attention.

Of course, the development of new energy vehicles in China is very fast, and General Motors is also paying close attention to it.

They even know that China has done no less than the international parts giants in accumulating some parts technology related to new energy vehicles.

"Jim, the showrooms of Chinese independent brands such as Chery, Geely, Great Wall, BYD, and Changan are very popular."

Austin has participated in the Yangcheng Auto Show in recent years, but this year's showrooms of these independent brands are obviously more lively than in previous years.

"In the past, China's own-brand models mainly copied the styling of popular models such as Toyota and Volkswagen. There was nothing particularly attractive in appearance. They mainly relied on cutting corners and lowering prices to attract consumers."

"But now they are slowly mastering the skills and processes of car design, especially exterior design. All major independent brand manufacturers in China have mastered it."

"They even understand the preferences of Chinese consumers better than we do, and the appearance of the models has indeed become much more beautiful."

Jim did not make any cover-up and truthfully expressed his understanding.

This made Austin feel very uncomfortable.

How many years has passed?

Why do you feel like the whole world has changed?

I have just started to work hard on the Cadillac brand, and I want to make good achievements in the Chinese market.

As a result, what greeted him was a complete withdrawal from the Chinese market.

Not willing to give in!

"Nanshan Automobile Group, are there any new products released today?"

Austin is obviously most concerned about the situation of Nanshan Automobile Group.

Even if the competitive relationship between Nanshan Automobile Group and General Motors is not so fierce, it is still the most valued existence.

"Xingchen Motors has launched some updated products, and Jaguar Land Rover is also about the same."

“But the one that attracts the most attention should be an electric sedan from Future Auto.”

"I've seen their schedule, and it will be officially released at ten o'clock."

Jim naturally knew that Austin would be very concerned about the products of Nanshan Automobile Group, so he made preparations in advance.

"It's almost ten o'clock now, so let's go over and take a look."

"I would like to see if future cars are really what they advertise and represent the future of the automotive industry."

Austin snorted coldly, opened his thighs, and headed towards the Nanshan Automobile Group's showroom.