In less than a year, Great Wall Motor has connected three cities in overseas markets. 20 19 After the Tula plant in Russia was completed and put into operation in June, 2020, GM's factories in India and Thailand were acquired.
With Great Wall Motor marching into India and Thailand, GM is undergoing global restructuring, reducing or withdrawing from the Russian, Australian, Indian and Thai markets.
This scene is reminiscent of 10 years ago, Ford sold its Aston Martin, Jaguar Land Rover and Volvo brands under the strategy of "One Ford". Geely bought Volvo from Ford at that time, and then started its own global acquisition.
At the beginning of 20 19, Great Wall Motor put forward the strategic goal of globalization, and it took five years to reach the annual sales volume of 2 million vehicles in domestic and foreign markets, among which overseas markets were highly anticipated, accounting for 30% to 40% of the sales volume.
Regarding the globalization strategy of Great Wall Motor, Wei Jianjun, the chairman of the board of directors, thought clearly that an enterprise "can't just get the first place in the domestic exam, but must take the lead in going abroad" because "globalization is the only way out for China automobile enterprises".
From June, 2065438 to June, 2009, Great Wall Motor's Russian Tula factory was officially completed and put into operation, which is the largest factory built by China automobile brand overseas, with a total investment of 500 million US dollars.
In addition to building its own factories, Great Wall Motor also took the opportunity to buy existing factories to save costs. On June 5438+1October 65438+July this year, Great Wall Motor and General Motors reached an agreement on the acquisition of GM's Tarigon plant in India, and announced its official entry into the Indian market at the Delhi Auto Show in India.
On February 17, Great Wall Motor signed an agreement with General Motors again to acquire its vehicle factory and powertrain factory in Luo Yong, Thailand. With the acquisition of Great Wall Motor, the overseas business map will also spread to the whole ASEAN region with Thailand as the center.
Compared with Great Wall Motor, Geely's overseas strategy is one step ahead. Since 20 10 acquired Volvo Cars, Geely started the "global purchase" mode, 20 13 acquired London Taxi Company, 20 17 acquired Proton, Lotus of Malaysia and Terrafugia, an American flying car company, and cooperated with Daimler on 20 19.
Great Wall and Geely have different acquisition targets and methods, but both represent that the layout of China automobile enterprises in the international market is constantly improving, and China is also giving birth to its own multinational automobile group.
Different from China automobile companies that have accelerated their overseas market expansion in recent years, established multinational automobile companies have started the strategic contraction mode.
In 2008, with the outbreak of the financial crisis, many multinational auto companies were in trouble, while the Detroit Big Three were struggling on the verge of bankruptcy. At that time, under the leadership of CEO Mulally's "One Ford" strategy, Ford Motor Company began to shrink its business. Aston Martin, Jaguar Land Rover and Volvo were sold, Mercury brand and 65,438+07 factory in North America were closed, and more than 40,000 people were laid off. Finally, the bankruptcy crisis was successfully avoided through this slimming strategy.
Since 20 19, the driving force of world economic growth has begun to weaken, and the global automobile industry has entered a period of deep adjustment. Ford Motor Company, which suffered another business crisis, also started a new round of restructuring, announcing its withdrawal from the Russian passenger car market and closing some European factories.
In recent years, GM has also begun a large-scale restructuring. 20 15 withdrew from Russian market. 20 17 sold its European business units Opel and vauxhall to Peugeot Citroen Group, and successively withdrew from the South African, East African and Indian markets. Now it is announced that it will withdraw from many overseas markets such as Australia, New Zealand and Thailand before the end of the year.
For multinational automobile giants, it has passed the stage of pursuing maximum scale. At present, the most important thing is to concentrate on developing electric vehicles and autonomous driving technology. Therefore, it is an inevitable choice to focus on the profitable core market and sell non-core business.
For China automobile enterprises, expanding from domestic market to overseas market is also an inevitable choice on the road of development and expansion, which is the process of reshuffle of global automobile industry.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.