Text/"Autobot" Wu Yu
In today's China, the challenge facing American cars is not "going" or "staying", but how to be invincible in the electric and intelligent competition; It's not how to make the century-old brand shine all the time, but how to add new people to the brand and give it new kinetic energy.
In the era of escalating game between China and the United States, should Chinese and American enterprises heed the call to relocate their factories or continue to invest in China? If you decide to leave, you should gradually start the migration of supply chain and the contraction of products now; If we decide to stick to it, we must re-plan the input and allocation of resources and reconsider the development strategy. ...
Will American companies leave? The answer is no, according to the "Annual Report" issued by the American Chamber of Commerce in Shanghai, more than 92% of American enterprises in China have no plans to leave China. Among American enterprises considering giving up the China market, those with global income less than $50 million account for a relatively high proportion, while among large enterprises with global turnover over $500 million, the proportion considering leaving China has dropped to 5. 1%.
At the 16th China Auto Expo, which opened in late September, SAIC-GM brought nearly 40 new cars, including Buick Angkewei S and Angkewei S? Avenir Avia also owns seven high-end SUVs, Chevrolet Pioneers, 9AT mid-level SUVs, Chevrolet Pioneers, and brand-new American flagship cars Cadillac CT6 and 202 1 brand-new American sports SUV Cadillac XT4 and other eye-catching models.
Mary, Chairman and CEO of General Motors? Bora said on GM Technology Outlook Day: "GM's initial intention in China market has never changed, and we stick to our commitment to employees, consumers and partners. China is GM's largest market and global innovation center, and it is the key to realize the company's vision of' zero emissions, zero accidents and zero congestion'. "
Ford keeps up with the pulse of the times, bringing pure electric medium-sized SUV positioning and Tesla models? Wild horses competing with y? Mach-E. The standard endurance version of this car is equipped with a lithium-ion battery with a capacity of 75.7 kWh, and the long endurance version is equipped with a lithium-ion battery with a capacity of 98.8 kWh. The latter has a cruising range of 600 kilometers (WLTP standard). Compared with NEDC standard pure electric vehicles in the market, it has absolute mileage advantage.
Will replace Jim on June 10. Jim Hackett became the president and CEO of Ford Motor Company? Farley believes that consumers in China have higher requirements for digital experience than users in the global market. But the China market is also a huge opportunity for Ford, which contains huge returns. Ford can achieve greater success in the world only if it does well in the China market.
FCA Group released Jeep herdsman 4×e, the first electric vehicle of Jeep brand, on the booth, equipped with a plug-in hybrid system consisting of a 2.0T engine and two motors, providing three power modes-hybrid, electric and E-SAVE. The new car will be launched in China, Europe and the United States at the beginning of 20021. According to the plan, all Jeep models will release electrified versions before 202 1; By 2022, there will be 10 plug-in hybrid vehicles and 4 pure electric vehicles on the market.
Cai Dini, chief operating officer of Fiat Chrysler Asia Pacific, said that China is a market with fundamental strength and we will attach great importance to it. Fick will not ignore such a market today; In the future, after the merger of Fick and PSA, as the fourth largest automobile group in the world, we will join hands to seize the China market.
Tesla's test drive in Yancheng, Jiangsu? Spy photos of Y have been circulated on the Internet. Although it is impossible to tell whether the identity of the test vehicle is domestic or imported, it is an established fact that Tesla's domestic projects are recruiting people at high speed. There are 600 production line operators in the assembly workshop and 200 logistics forklift workers. Count ……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………
Even without considering geopolitical risks, American car companies that choose to develop in China for a long time need to consider resetting their development strategies.
Nowadays, China automobile market has entered a "callback" period, and the survival of many enterprises is threatened. In 20 18, the automobile market in China slipped into the whirlpool of "negative growth" from the high point of 28,878,900 vehicles. No matter cars or SUVs have never returned to the peak, many brands lacking immunity have fallen: Zotye Automobile defaulted on employees' wages and five insurances and one gold, chongqing lifan Holdings filed for judicial bankruptcy, Huatai Automobile's overdue debts were frozen, Cheetah Automobile closed its transfer base to try to save itself, and imported Suzuki and Renault also withdrew from the China market.
Today, the technical trend that can subvert the industry has emerged, the original accumulation of the automobile industry is facing zero clearing, and the stable structure is about to be broken. In addition to electrification and interconnection, it is changing the survival logic of the automobile industry from various nodes such as building cars, selling cars and using cars. 5G, artificial intelligence, big data center and industrial Internet are also surging, and industrial chain dependence and mature business model transformation are the general trend. The subversion brought by technology is like boiling a frog in warm water. It is hard to change when you wake up.
Today, the oligarchs in the automobile industry try to redefine the rules of the game through cooperation and alliance. GM and Honda * * * enjoy a new generation of electric vehicle platform and Ultium battery technology. The former invests in the "Super CRUISE Driver Assistance System" developed by Cruise, which will soon cover Buick and Chevrolet; The cooperation between Ford and Volkswagen is more comprehensive. The former introduces electric vehicles based on MEB platform, while the latter produces medium-sized pickup trucks based on Ranger platform. The two companies will also invest in Argo separately. Artificial intelligence will develop self-driving car business ...
To put it simply, there are three changes that can't be ignored in today's China market: the industry has been in a low growth or even negative growth, the industrial chain structure is no longer in a stable state, and the technological potential has not been developed, which can be reshaped through cooperation. In this situation, it is necessary to re-evaluate the strategy based on "stable industry, stable competition, known prospects and known growth".
Alfred. Chandler pointed out in 1962 that strategy is the basis of determining the basic long-term goals of enterprises, and it is the course of action and the allocation of resources needed to achieve these goals. Writer Max? McKeown's definition is more direct: strategy is to shape the future.
In the short term, the primary goal of American enterprises' relocation strategy is to survive, resist internal and external shocks, strive to survive and avoid being eliminated.
To survive, the most important thing is to listen to the needs of users. "User-centered" and "user-driven" no longer stay on the slogan, but really adjust from the company's operating mechanism and departmental functions. If the company still divides its functions according to the product life cycle, such as R&D, manufacturing and sales, it is still a "product" in C, not a user.
Wen Fei, deputy general manager of Great Wall Motor Sales Company, once mentioned that every car in Haval will have a "model group" in the future, and the whole process management of product life cycle is only the daily work of this institution; Its most critical role is to connect the user requirements collected by the marketing end with the design, research and development and manufacturing processes, so that the user's voice can directly reach the decision-making level and the system can really run around the user.
Mercedes-Benz has also carried out similar transformation experiments. When Mercedes -me flashes under the neon lights in Sanlitun, the aroma of coffee is fragrant, and the attempt to design, manufacture and sell products around CRM (Customer Relationship Management) has begun. However, with Mercedes -me being operated by dealers, few people mentioned the great cause of the past.
Stimulating financial vitality is the instinct of car companies to foresee the crisis-not only to let all employees clearly understand the current situation of the industry, but also to get sufficient financial support for enterprise transformation. Objectively speaking, reducing costs and suspending non-core business are only signals and means, and maintaining sufficient profits and investment ability in the future is the key to the survival of enterprises.
In February this year, General Motors announced that it would reduce its sales, design and engineering business in Australia and New Zealand, cancel its Horton brand and sell its factory in Luo Yong, Thailand ... All these seemingly cruel efforts are aimed at strengthening its core business and improving investment efficiency. /kloc-In the crisis 0/2 years ago, Ford was able to go into battle lightly, relying on the "slimming plan" one step ahead of schedule. Ford Motor Company has released new models such as F 150 and Bronco this year, and is also trying to find higher growth and higher profit business, and is trying to improve the adaptability of basic business.
In the long run, the relocation strategy of American enterprises should push the company from the comfort zone to the deep water zone, from the accustomed "stable and predictable" environment to the state of running away with one's arms waving. Among them, the company's strategy may be revised many times, and the company's development will turn around, but don't panic, just think about the status of those technology companies.
American cars must be soberly aware that the automobile industry with stable structure is undergoing more and more changes, and the application of innovative technology is becoming an "invisible hand" to shape the development direction of the industry. 6-disc CD and Hi-Fi audio were replaced by QQ music, Himalayan and other apps; Touch screen, which once replaced mechanical keys, is likely to be replaced by voice recognition and gesture control. In the future, controlling vehicles may just be an idea that flashed through my mind. ...
In 1990s, GM, Ford and Chrysler all developed fuel-efficient and environmentally-friendly hybrid vehicles, but only a few of them were put into mass production. However, the persistent Toyota put the Prius on the track-since the listing of the Prius in 1997, the cumulative sales volume of Toyota hybrid models has exceeded150,000, which has established the leading edge in the fields of hybrid, plug-in hybrid and hydrogen fuel cells.
Although the development of the industry is difficult to predict, the stronger the strong, the weaker the Matthew effect will become more and more clear. In the rapidly changing social and commercial environment, only by keeping up with the rapid development can we be qualified to talk about survival; Behind the industry average, the result can only be eliminated.
It is better to respond with actions than to be anxious in observation. General Motors, Ford Motor Company, Fick Group and industry upstart Tesla all face similar choices. (Text/"Autobot" Wu Yu, part of the picture source network) Copyright statement This article is the exclusive original manuscript of Autobot, and the copyright belongs to Autobot.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.