After the self-owned brand "twelve consecutive falling", people who care about their destiny are worried and have made suggestions for the next step of development. It has been suggested that the top-level design should be re-executed, but it is difficult to produce results in the short term due to the vastness of the project and the inconsistent interests. Some people think that self-owned brand enterprises should “catch up and break outâ€, but Chinese companies have always had more “fighting†and changed this bad habit. Some people are more anxious; they simply raise the responsibility of party members and cadres at the department level or above to take the lead in buying their own brand cars, but this kind of initiative becomes hard and hard to be difficult... Can a self-owned brand car only sit still in the future? Is there a new way to break through?
With these questions, the author recently had a full exchange with people from outside the industry when attending the meeting, hoping to find a pragmatic move for independent brands to break through. All the way down, the harvest is not small. I would like to share with you the insights of the three professionals.
One is the famous returnee - Xu Min, assistant to the president of Shanghai Jiaotong University and dean of the Automotive Engineering Research Institute, who proposed the "National Car". He said that a country can develop a unique "national car" under the guidance of the government based on its own geography, culture and consumption habits. For example, the US pickup truck has been selling for a long time in the country. It has always been an important source of profit for the three major US auto companies. Whether it is Japan, Germany or South Korea, it has not been able to attack the pickup truck industry for a long time. For example, Japan's small cars, energy-saving and environmental protection, suitable for the current situation of Japan's energy shortage, is also the product of the Japanese government's guidance, has accounted for more than 50% of Japan's domestic sales, foreign brands can only hope that this area can be "foreign". Xu Min believes that China has a large population of land, rural areas and small and medium-sized cities and towns with a large population, and it is sure to develop a "national car" with its own characteristics. He said that at present, Wuling Hongguang of SAIC-GM-Wuling and Haval of the Great Wall have the shadow of China's "national car." These two cars are mainly used in the third, fourth and fifth grade markets, with the first and second grades as the auxiliary market. The appearance of the atmosphere, excellent performance and low price, the sales of single models far exceed the similar models of multinational companies, and the enterprises are also profitable.
Another professional is an old-time automaker, Fu Yuwu, chairman of the China Automotive Engineering Society. He has deep thoughts on low-speed electric vehicles and put forward proposals for developing low-speed electric vehicles. Chairman of the Board of Directors said that he was invited to attend the board of a multinational car company in China. He asked the company’s executives: “How do you think about China’s low-speed electric vehicles?†The executives replied: “China has a vast territory. There are many rural people, and low-speed electric vehicles can meet people's transportation needs. If you develop low-speed electric vehicles, the scale will be very big, and the size of key components such as batteries can quickly become the world's number one. The cost can be reduced immediately. People are your opponents." These words are spoken from the foreign "bystanders" and made him shocked. It makes sense. After a few days, he excitedly exchanged views with the leaders of the industry authorities, but he knew that the other party was unresponsive.
Another professional is Han Zhiyu, a senior partner of Hongyi Capital Group. He is also a returnee and former dean of the Great Wall Motor Research Institute. He believes that the development of new energy vehicles is the only way for Chinese cars to be big and strong. In the field of new energy vehicles, China's development of natural gas vehicles has comparative advantages: first, rich resources, second, low-carbon environmental protection, third, mature technology, and fourth, social recognition. Natural gas vehicles are currently used in public transportation, rental and freight vehicles in some cities, and have a broad market prospect. Compared with the short driving range of electric vehicles and insufficient charging facilities, and the disadvantages of the key technologies of hybrid vehicles in the short term, natural gas vehicles are more likely to achieve large-scale operation in China. The current market trend also illustrates this point. From 2011 to 2013, China's natural gas vehicle sales grew at a rate of more than 35% per year, and the market holdings ranked second in the world. The gas station increased at a rate of 30% per year, and the total volume has ranked first in the world.
The development ideas discussed by three well-known figures in the industry are, in the final analysis, a phrase we often say: starting from China's national conditions, creating cars with Chinese characteristics and taking the road of automobile development with Chinese characteristics. However, most of the self-owned brand companies are now taking the “imitation routeâ€. In the past, they imitated other people’s models and now imitated others’ strategies and technologies. Because of imitation, I can only be in a passive position, and I will always be led by my nose.
The relevant government departments, depending on the path that multinational companies have traveled, are the path to success, and the formulation of regulations and standards, coupled with the approval system, has objectively limited the exploration of Chinese auto companies on the road to innovation.
Mr. Lu Xun said: "In fact, there is no road on the ground. If there are more people going, it will become a road." On the road of independent brand development, the market should play a decisive role in resource allocation. The role of the government should be for enterprises. Innovation and development escort, create a better external environment, and guide enterprises to manufacture cars with Chinese characteristics. Only in this way can a self-owned brand car break through and create a way to survive. Otherwise, the car power becoming a car power will only be a dream of Huang Qi.
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