So far, except Dongfeng Group, which does not have its own brand of passenger car products, FAW and SAIC Auto Group’s own-brand cars have begun to hit the road and have achieved impressive results. In addition, Chery, Geely, Brilliance and other companies have made significant progress in their own development. Many domestic self-owned brand companies have reversed the lack of core competitiveness to bring about the passive, from low-end to high-end products full bloom, the core The competitive advantage has been fully enhanced.
The development of domestic auto brands has attracted much attention. After SAIC Motor's plan to purchase Rover's trademark for its own-brand high-end models was blocked, SAIC Group firmly launched a completely localized independent brand—“ "Roewe" entered the huge series of self-owned brands and set off an upsurge of self-owned brands in Chinese domestic auto companies.
Independent brand collective force
This year, the growth rate of auto production of their own branded companies is very alarming. In addition to the two big flags of Chery and Geely, the market position and influence of other independent brand manufacturers are constantly being strengthened. In terms of core competitiveness, after years of hard work, the rapid development of their own branded companies will undoubtedly benefit from scientific research and technological innovation to produce more advanced products.
In this regard, Chery’s image as a leader in domestic self-owned brands has come to the forefront. Not only has it exported more than 25,000 vehicles this year, it ranks first in the total export volume of cars in China and has achieved its own ACTECO engine. Exported to the U.S. market with more than 7,000 units.
Nowadays not only Chery, Brilliance, and other engine products have finally arrived and started mass production and equipment. The huge investment in the construction of the hippocampal engine plant is also drawing to a close. In addition, Chongqing Lifan will also launch a new model equipped with a self-developed 1.3L engine.
For China's independent R&D, after experiencing the stage of hard work, Chery, BYD, Brilliance, Geely and other independent brands finally let people see the shadow of their own brands in the mid-size car market, Junjie, BYD F3, and Chery A5. The emergence of such models has driven the growing market share of domestic brands.
Joint venture group to increase competitiveness
In the face of the rapid development of independent research and development by domestic independent companies such as Chery and Geely, joint venture groups such as FAW and SAIC felt that in order to become an international company in terms of the core competitiveness of their own brands, they must have international competitiveness. Products, without their own brands, cannot have a product that participates in international competition because of the balance and coordination of the foreign partners of the joint venture. In this great environment this year, they also started the journey to speed up the remodeling of their own brand cars.
FAW Group continued to use Red Flag's brand and innovative technology to innovate and pioneered the Pentium on the basis of Mazda. Although all sectors of the society have various opinions on their ability for independent innovation, they have taken the first step.
SAIC Group also wanted to leverage its own-brand cars. Although there is no Rover trademark, SAIC's own brand products incorporate British descent, Shanghai Volkswagen's technology and Shanghai GM's marketing. "The world uses for me" has been fully utilized in SAIC.
Among the three major auto groups, there are already two roads out of the production of autonomous cars. Dongfeng is also secretly accelerating the pace of development of self-owned brand cars. It is understood that the design of the Dongfeng brand sedan was jointly developed by the Italian design company and Dongfeng's own R&D team. The self-owned brand sedan with a style biased towards European cars will be unveiled in 2008 at the earliest.
In any case, after the three major corporations have made some twists and turns, their independent routes have clearly been presented to everyone before.
The Chinese auto industry, which has been positioned as a "manufacturer" by the world's auto giants, has become bigger, stronger, and independent in its own right as an important target for seizing the right to speak in the world's auto industry.
Brand awareness needs to be tempered
For a long time, due to the strong reputation of the joint venture brand market, brand awareness has become a roadblock for the growth of independent brands. The lack of core technology has always been an important reason that restricts the progress of the local automobile industry. If you want to rise from the low end of the industry chain, you must master the core technology; in addition to truly master the core technology, but also have verifiable sustainable research and development capabilities, independent brands still face the problem of brand recognition. However, with the enhancement of core competitiveness, the influence of domestic independent brands on the international market has also been increasing. Domestic independent brands have started to create a higher image. From the FAW Red Flag brand to the Pentium brand, the Shanghai brand evolved from SAIC to the Roewe brand, which are all enhanced in terms of international competitiveness.
Some experts believe that for high-tech intensive modern automotive products, branding is the most difficult, because the core competitiveness of products depends on brand support. The core competitiveness of auto companies comes from technology, and Chinese companies can only achieve sustainable development if they really master the imported technologies and digest and absorb them.
View related topics: independent brands, where to go?
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