A few days ago, a message that "Weichai will put into production of SUV passenger cars" has attracted everyone's attention to Weichai.
According to report, on October 11th, Weichai Holding Group Co., Ltd. will hold a strategic press conference. In addition to the description of the business situation in the Yangtze River Delta region, it will also explain the business layout of the passenger car segment that has received much attention.
It is reported that Weichai's first passenger car will debut at the end of 2013, the car is located in a small city SUV, produced in Chongqing, will be officially listed in 2014.
Weichai’s layout of passenger cars began in 2009. In the same year, Weichai Group purchased a wholly-owned Chongqing Jialing Chuanjiang Automobile.
The person in charge of the Weichai Group told reporters that in the vehicle field, Weichai will form a commercial vehicle layout centered on Yangzhou, Jiangsu, and a passenger car layout centered on Chongqing.
In fact, the entry into the field of passenger vehicles has become the choice of many commercial vehicle manufacturers. Previously, Foton Motor and Huanghai Automotive have established passenger car production bases. According to another rumor, Suzhou Jinlong and Xiamen Jinlong also have plans to enter the passenger car market.
Li Ziliang, consulting director of the Zero Research Consultation Group Automotive Research Center, told reporters that this was the next round of overall effort of leading commercial vehicle companies following the previous round of commercial vehicle prices represented by Jiangling Motors and Huanghai Automobiles as the representative of the centralized transformation of passenger vehicles. .
According to the analysis, the commercial vehicle market is basically in a mature period, and although the growth rate of the passenger car market has narrowed, it is still in a lucrative growth period. Therefore, the capital intends to transfer rapidly to the passenger vehicle market. However, in the process of entering the passenger vehicle market, commercial vehicle enterprises are faced with many challenges such as technology, talents and brands. It is not easy to obtain a market.
Strategic layout passenger car
“For passenger vehicles, Weichai has been deployed for many years and the products are now basically mature.†A person familiar with Weichai told reporters that apparently the passenger car market has changed rapidly and entered the “micro-growth†situation. Weichai did not Completely predict.
According to the statistics of China Association of Automobile Manufacturers, from January to August this year, the self-owned brand passenger car market grew by 12.7% year-on-year, 0.4% lower than the passenger car market, accounting for 40.1% of the total passenger car sales, which was lower than the same period of last year. 0.1 percentage points.
As for the timing of market entry, the relevant person in charge of the Weichai Group stated to reporters that it is only a matter of time before Weichai enters the passenger car market. For this subdivided segment, Weichai conducted a “long-term layout,†so the short-term market fluctuations are not. Will affect its strategic advancement.
According to statistics, Weichai Group spent a large amount of money in early 2009 on the layout of the Chongqing passenger car project. On March 29 this year, its vehicle production base was officially laid in Chongqing's Jiangjin Shuangfu New District. The plant covers an area of ​​more than 1,300 mu. Its planned new factory area is 140,000 square meters, and its annual production capacity is expected to exceed 300,000.
It is reported that the first product of Weichai’s passenger car project is a small-sized urban SUV, and the testing of new models has basically ended. According to news from Weichai, this small-sized city SUV is expected to be officially unveiled at the end of this year, and the product will continue to focus on differentiated market segments, including home-built MPVs, CUVs, high-quality sedans and pickup trucks.
In terms of production qualification, the Weichai passenger car project has a more comprehensive vehicle production license and can cover more product lines.
According to the data, in the “Vehicle Production Enterprises and Products (No. 247 Batch) Announcement†issued by the Ministry of Industry and Information Technology in April, the YZ6410 passenger car produced in Chongqing Jialing Chuanjiang was impressive. In the "Vehicle Production Enterprises and Products (No. 252 Batch) Announcement" issued by the Ministry of Industry and Information Technology on September 17, the Yuzhou brand multi-purpose truck YZ1030 was also approved.
According to the analysis, this shows that the vehicle layout of Weichai’s passenger cars is being pushed forward according to the established plan, and the time for formal production is not far behind.
Transformation difficult to break the bottleneck
According to the reporter's understanding, the passenger car project is also the main content of Weichai's release at the October Yangtze River Delta Strategy Briefing. Unlike previous emphasis on the development of auto parts, in the field of passenger vehicles, end consumers have determined the survival and development of the company. Therefore, the transformation of Weichai is imperative.
The person in charge of the Weichai Group stated above stated frankly that passenger cars are the strategic direction of Weichai. Although they are not the focus of earnings in the short term, the long-term development of the passenger car market has obvious advantages.
Weichai's transformation is oriented by the market. The Weichai Power Annual Report shows that in 2012, revenue reached 48.165 billion yuan, down 19.8% year-on-year, and net profit was 2.991 billion yuan, down 46.6% year-on-year. In the short term, commercial vehicles can hardly pick up. Accelerating the layout of passenger vehicles has become a strategic choice.
The company believes that the industrial chain of engines, axles, and transmissions is becoming more and more mature, and it has already possessed industrial resources and extension capabilities including small-displacement diesel engines. However, people in the industry said that the technical layout of Weichai is almost entirely aimed at the commercial vehicle sector, and the technology reserves in the field of passenger vehicles are close to blank, and there is an urgent need to break through the relevant technical bottlenecks.
In fact, the self-owned brand passenger vehicle industry is in the process of “shuffleâ€. After experiencing rapid growth, the new round of competition has focused on technology upgrades and brand building. This may also be the shortcoming of commercial vehicle companies.
The analysis pointed out that in the field of passenger car layout, Weichai should adopt a strategy similar to that of Jiangling Motors that focuses on high-end products in the segmentation market, and at the same time, it should be differentiated by giving play to its technical advantages. However, the small SUVs targeted by the first model of Weichai, as a rapidly growing segment of the market, have already achieved sufficient market competition: Both independent brands and joint venture brands see this market as an important driver of sales growth. In terms of technology, brand, etc., the advantage of latecomers is not obvious.
Commercial vehicle enterprises collectively "cross-border"
In fact, the collective breakthrough of commercial vehicle companies has attracted market attention. In addition to Foton Motors and Weichai’s high-profile entry into the passenger car market, many commercial vehicle companies are in full swing planning for the passenger vehicle industry.
Li Ziliang, consulting director of the Zero Research Consultation Group Automotive Research Center, told reporters that this move was seen as “the last chance to enter the passenger vehicle market†and that the passenger vehicle market has shifted from high-speed growth to mature development, and the passenger vehicle sector There are already few opportunities for latecomers.
Looking back at commercial vehicles, related industries have entered a period of maturity. Products on the market have seen more improvement in quality and fewer breakthroughs in volume. At the same time, the capital of the industry has gradually emerged.
According to statistics from the China Association of Automobile Manufacturers, since 2011, the commercial vehicle market has continued to be sluggish, and this year saw a slow recovery. From January to August this year, the production and sales of commercial vehicles were 2,661,100 and 2,691,600 respectively, up 8.4% and 6.8% respectively year-on-year, and the output growth rate fell slightly from the previous seven months.
Li Ziliang told reporters that the reason for the transformation of commercial vehicle companies is that compared to commercial vehicles, the passenger car market still has a large profit margin. However, commercial vehicle manufacturers must make breakthroughs in talents and technologies.
However, this is where the bottleneck lies: Although Great Wall Motor has successfully transformed itself into the SUV sector with the help of pickup trucks, commercial vehicle companies represented by Weichai are still unable to compete with their own brand companies in terms of talent, technology and other factors, and are even less able to compete with the mainstream. Joint ventures compete.
According to the analysis, commercial vehicle manufacturers have entered the passenger vehicle market in large scale and face enormous challenges. At the same time, they will also bring about changes in the competition situation of the passenger vehicle market. Jiangling Motors is a typical case: Jiangling Motors sold 110,000 cars in total in the first half of the year, an increase of 7.42% year-on-year; from models, sales growth of Transit, light trucks, and pickups (including SUVs) was 21.01%, 8.28%, and - respectively. 3.07%.
Analysts believe that the current SUV contribution to Jiangling Motors' profit is not enough. With the deepening of the cooperation with Ford, Jiangling’s development space in the passenger vehicle market will be expected to expand.
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