15 In July, PSA Group announced the sales data for the first half of 20 19. Among them, the global total sales volume was 6.5438+0.9 million vehicles, down 654.38+02.8% year-on-year; The decline in the China market was particularly significant, with a drop of 60.6%. At the beginning of 20 19, DPCA announced the sales target of 235,000 vehicles. Now half a year has passed, and only 63,000 vehicles have been completed, with a completion rate of only 26.8%. If there is no miracle, this year's sales target is basically impossible to achieve. This is the fifth consecutive year since 20 15 that the sales target has not been completed. In terms of volume, PSA Group is the largest automobile group in France, and its core brands are Peugeot and Citroen, in addition to ds and Opel. As a world-renowned automobile giant, PSA Group is one of the top 500 enterprises in the world. When it is reported that such a huge industrial group may withdraw from the China market, its credibility is naturally questioned. What's more, Peugeot and Citroen cars and SUVs have perfect product sequences, which still have certain influence in the automobile market. Even if sales drop sharply, they will not be forced to withdraw from the market in just a few years. At the Shanghai International Auto Show held in April 20 19, Tang Weishi, Chairman of PSA Group, said in an interview: "I want to emphasize that PSA Group will never give up the China market, which is very clear." Regarding how to reverse the downward trend, Carlos Tavares thinks that changes should be made in both marketing and management, and admits that the decision-making mechanism of the joint venture company is too slow, which affects the brand development. Tang Weishi said: "We and our partners believe that it is necessary to optimize and reorganize the organizational structure of the joint venture company so that we can quickly adapt to the changes in the China market. But this is not a one-off event and needs to be implemented. " At the end of 20 18, DPCA made a large-scale adjustment to its organizational structure. Except Gao Dalin, Party Secretary of DPCA, all members of the Executive Committee above the Deputy General Manager have been replaced. PSA Group appointed Massimo ROSERBA as the general manager of Shenlong Automobile, and Li Jun, the former general manager of Dongfeng South Group Co., Ltd., became the executive deputy general manager of Shenlong Company.
Under this new management structure, Dongfeng Peugeot-Citro? n Automobile announced the "Market Revival Plan"-each brand will launch at least one new model every year to speed up the upgrade of powertrain, and the marketing will focus on brand differentiation. Li Jun, deputy general manager, once said: "Through communication through various channels, we really feel that there are problems in the whole value chain of Shenlong Automobile, such as strategy, planning and brand marketing. What we need to solve now is how to survive in the ever-changing market situation and find ourselves. " As a joint venture brand of PSA Group and Dongfeng Motor Group, Shenlong Automobile has been working in China automobile market for nearly 30 years, witnessing the complete process of China automobile market from germination to maturity. Peugeot and Citroen are the main brands in the era of popularization of private cars. DS, which entered China later, established a high-end brand image, which enabled PSA Group to have a relatively complete product system in the China market. However, with the further maturity of China automobile market in recent two years, the comprehensive strength of independent brands has been greatly improved. In order to expand the market space, luxury brands began to explore the home market, and joint venture brands also tried their best to maintain market share, making the competition in the home market below 200,000 yuan more and more fierce. These have greatly reduced the living space of Peugeot and Citroen. More importantly, while competitors are expanding the market, the pace of technological innovation of Peugeot, Citroen and DS is too slow, and the upgrading of models is also lagging behind. As a result, the appeal of PSA Group was quickly overwhelmed. 20 19 The situation of China auto market continued to decline, which undoubtedly made the market prospect of Shenlong worse. According to the latest data, the national production and sales of passenger cars are115010000 and1/6544 respectively, which are down 15.3% and/respectively. The decline in sales volume continued to narrow compared with1-June.
Among them, the production and sales of cars decreased by 13.4% and12.4% respectively compared with the same period of last year; The production and sales of SUVs decreased by 16.2% and 1 1. 1% respectively compared with the same period of last year. Production and sales of MPV decreased by 24.7% and 23.5% respectively. However, in the same period, the production and sales of new energy vehicles were 706,5438+0,000 and 699,000 respectively, up by 396,5438+0% and 40.9% respectively. Among them, the production and sales of pure electric vehicles were 558,000 and 55 1 10,000 respectively, up by 46.3% and 47.8% respectively. The production and sales of plug-in hybrid electric vehicles were 14 1000 and 146000 respectively, which increased by 15.6% and 18.9% respectively. The production and sales of fuel cell vehicles were 65,438+065,438+076 and 65,438+065,438+006, respectively, which were 8.8 times and 65,438+00.1times higher than the same period of last year. However, it should be noted that the most promising growth point of new energy vehicles has little to do with PSA Group, which has so far lacked achievements in the new energy vehicle market. Nowadays, when it comes to PSA Group's models, people are most impressed by "French design", but in the era when the automobile industry is entering Zhilian, it is impossible to guarantee sufficient market influence by "design" alone. What's more, "French design" always gives people a strange feeling when it is amazing. In order to be different, the opinionated French car even designed the window switch, door lock, rearview mirror adjustment and engine start button to an "unconventional" position. When opening DS 7 for the first time, Zhi Jiajun spent 10 minutes looking for the start button-it was located in the center of the center console near the top, with the logo of "DS" embedded on it, so that I always thought it was just a decoration. When you press the button, a small clock will turn out on it. Judging from the latest DS X E-Tense concept car, the style of "legal design" is breaking through the traditional aesthetics, which may be regarded as an innovation in the design field, but it is beyond our power to make the brand increase in sales. At least for China's aesthetics, this asymmetrical design may be more easily understood as "weird" than "amazing". If it is difficult for China market to agree with the design, what can French car models rely on to attract consumers? In fact, PSA Group's new technology in the field of intelligence is competitive. Taking the high-end brand DS as an example, AutoR Smart Drive made a good impression when testing the automatic driving assistance system of DS 7. On DS 7, pre-collision system, ACC adaptive cruise, lane departure warning system, night vision system and magic carpet chassis are all equipped, and its application level in the field of intelligent driving technology far exceeds the expectation of Zhi Jiajun. Under the high-speed road section, DS 7 has basically achieved L2-level autopilot function, and full-speed ACC adaptive cruise also means that the car can also achieve autopilot assistance function in the form of following the car in ordinary road conditions. Its experience is even more trustworthy than Tesla's automatic car-following function. It can be seen that PSA Group has certain technical reserves for Zhilian's current travel needs. In contrast, PSA Group's achievements in the field of new energy vehicles are somewhat shabby, especially in the China market, all of which are fuel vehicles, and so far there is no new energy-related product. In the foreseeable five to ten years, the prospect of such products is very terrible. If the decline in sales in the first five years has brought heavy losses to PSA Group, then the lack of new energy vehicles in the next five years will bring fatal blows to PSA Group. You know, China has become the largest new energy vehicle market in the world, and all major brands have also issued corresponding new energy market plans. The prospect of the future automobile market is very clear, that is, "electrified power" will undoubtedly become a substitute for internal combustion engines.