Nowadays, it is even more difficult for Hunan to develop the automobile industry. Changfeng, a local enterprise, has already been merged and reorganized, and Cheetah has gradually faded out of the market under fierce competition.
It stands to reason that FAW and Dongfeng should be invincible in the passenger car market, but in fact, the development of their respective businesses is not ideal. On the contrary, local state-owned enterprises that were not expected to have high hopes have sprung up everywhere. GAC and Chery, GAC Honda and GAC Toyota, and their own brands, GAC Chuanqi, are also making efforts at both ends. Although Chery, headquartered in Wuhu, is the grassroots of local enterprises, it has now become one of the pillars of its own brand.
Today, we are not talking about the development of local car companies, but about Xu Heyi, the head of BAIC Group, stepping down as the chairman of BAIC Group. In 2002, Xu Heyi was transferred to BAIC Holdings and served as the vice chairman. At that time, BAIC was still a marginalized local state-owned enterprise and was not competitive in passenger cars. The main product is the familiar 2 12. And 2 12 has a nickname called "industrial garbage", which everyone should have heard of.
It should be noted that although BAIC's Beijing Automobile also makes BJ40, it has nothing to do with Beijing Manufacturing (a company that produces 2 12). In 20 19, the annual production and sales volume of BAIC reached 2.26 million vehicles, and its revenue exceeded 500 billion. From a local state-owned enterprise, BAIC has successfully become one of the top five automobile groups in China. What did Xu Heyi do during 18 years?
Embrace joint ventures
Facing an enterprise with weak foundation and small market base, the only thing we can do is joint venture. Under the leadership of Xu Heyi, Beijing Hyundai Project successfully landed, and introduced a series of new cars such as Elantra, Sonata, Tucson and iX35, which revitalized the joint venture business segment of BAIC and of course brought considerable profits to BAIC.
While Beijing Hyundai made great strides, BAIC cooperated with Daimler, and Beijing Benz officially landed. In 20 18, the passenger car market began to decline. In the depressed environment of the automobile market, luxury brands have adopted the strategy of reducing prices and changing quantity. /kloc-the average price reduction in 0/8 years is close to 10%. Even if the price is greatly reduced, the profit of Beijing Benz Bicycle is still as high as 36,800, much higher than BMW Brilliance.
In the case of weak performance of Beijing Hyundai, Beijing Benz has become the cow of BAIC Group, which is very similar to the situation of Brilliance. In the field of joint ventures, it relies heavily on blood transfusion. Assuming that the joint venture company changes its shareholding ratio, BAIC Group will become difficult.
Realizing Saab's Technical Dream The financial crisis in 2008 put the automobile giant GM in trouble. At that time, both GM and Ford were selling. General Motors originally planned to sell Hummer, Saab and Opel, while Ford was going to sell Jaguar Land Rover and Volvo. However, GM's slimming plan is full of twists and turns. Some domestic car companies believe that Saab, Opel and Hummer are high-quality assets, which can greatly improve their own strength after the merger. However, there are very few overseas multinational auto companies bidding. In other words, Hummer, Saab and Opel are actually hot potatoes.
At this time, BAIC was hungry. At first, BAIC intended to acquire Opel, but Opel's assets were huge and difficult to annex, so it turned its attention to Volvo, but lost to Geely in the bidding, and Saab became the last choice, but the background of state-owned assets made BAIC's overseas mergers and acquisitions not smooth. Why is BAIC so eager to buy? At that time, the sales volume of BAIC was far from the target set by itself (annual production and sales of 2 million vehicles). If new brands can be introduced, the market situation may be greatly improved. Secondly, the foundation and technology of BAIC itself are relatively weak, and it is difficult to compete with peers (2 12 flashed in my mind).
Buy buy became the best shortcut for BAIC to fight back, but the plan to buy Saab in a package also ended in failure, so BAIC chose to buy Saab's intellectual property technology, which cost 200 million US dollars. It is said that the BAIC team went to Saab factory in Sweden to copy the technical data, and jammed two hard disks of1000g. In the process of transferring the technical data, Xu Heyi also asked the Chinese personnel on the phone whether they had obtained the data, which shows that Xu Heyi attaches great importance to the acquisition of intellectual property technology.
Unexpectedly, the sales of Saab D80 based on Saab 93 technology are bleak, and domestic consumers do not pay for Saab technology. As time goes by, more and more people clearly realize that it's not that consumers don't understand cars, but that Saab technology seems to be out of date. This problem is in NEV? More obviously, Saab's progress was limited to that era.
200 million dollars is not a huge sum of money for new car development, but compared with Geely's acquisition of Volvo in the same period, BAIC's acquisition was not successful. Saab's body safety technology and power technology are quite famous, but the acquisition of Saab technology does not seem to bring obvious changes to BAIC's own brand. Taking Saab D50 as an example, there is almost no achievement in insurance research and testing in China.
The plan to build Saab brand failed, and Saab's market performance was far from the expectations of the outside world. Therefore, BAIC will re-merge new energy and fuel vehicles and use Beijing brand in a unified way. After a while, I still returned to the original point.
Betting on new energy and seeing the acquisition of Saab technology will not change the poor foundation of BAIC fuel vehicles. Xu Heyi has put forward a plan to completely stop selling fuel vehicles in 2025. Understandably, in 2025, the fuel vehicle level of BAIC can't keep up with the advanced level of the industry.
With the increasing number of cars in China and the increasing dependence on oil, the proportion of domestic oil imports has reached 60%, so the development of new energy vehicles has already skipped the environmental protection level and rose to the national security level. As the head of BAIC, Xu Heyi realized that BAIC was standing at a crossroads, and there was a saying that it was useless to work hard if the direction was wrong, so he decided to turn the front of BAIC to new energy.
▲JATO？ The dying automobile independent sector has ushered in a turning point, and the comprehensive transformation to new energy has made BAIC a leading enterprise in the industry that can compete with BYD. In 20 17, the cumulative sales volume of BAIC new energy exceeded 65,438+million vehicles, ranking second in the world after Tesla, and the sales volume of BAIC new energy EC series vehicles surpassed Tesla models? S, becoming the best-selling pure electric vehicle in the world. There is a question here. Why did a company with poor car-making business surpass Tesla so quickly after transforming into an electric car? To borrow Lei Jun's words, standing on the cusp of the peak, pigs can also fly.
With the help of policy dividends, BAIC has been pushing oil to electricity, but the performance indicators such as battery life, power and energy consumption of these cars are very general. For example, the design of Beiqi EC200 is very strange. When the energy-saving mode is turned on, the top speed is only 60KM/H, and even when switching to other modes, the top speed is only 100km/H, and the battery life is only 206 km. Some people may not know that the top speed of electric cars is very short, and the industry standard is only half an hour, so there is no difference between them in urban areas and mini electric cars, but how much does it cost? 17 guide price 158800.
Due to the relatively low listing price, BAIC New Energy quickly occupied the operating vehicle market. However, the good times did not last long. Domestic car companies have introduced new energy sources one after another, and the advantages of BAIC's new energy sources have gradually lost. BYD 20 18 surpassed BAIC to become the first new energy source in China, and SAIC is also pressing hard. Tesla model? After the delivery of the three countries, the sales myth of Beiqi New Energy EC series no longer exists. In 20 19, the decline of new energy subsidies far exceeded expectations, which brought great pressure to BAIC new energy. Last year, the net profit of BAIC New Energy was only 92 million, while the government subsidy was as high as/kloc-0.04 billion in the same period. After deducting subsidies, BAIC New Energy is actually losing money. At the end, whether it is a local state-owned enterprise or a central enterprise, as long as the joint venture is selected first, it will inevitably have a high degree of restraint on the joint venture. However, joint venture is not a talisman. Once the policy is cancelled, more and more multinational car companies will try to change to the sole proprietorship model. After all, selling cars is a business. Who wants to rely on their own efforts to open up the market and develop products, and the money earned will eventually be divided up by the joint venture company? During the reign of Xu Heyi 18, the changes of BAIC have been earth-shaking, but aside from the joint venture, BAIC itself has not changed much, which is even worse than that of Guangzhou Automobile Group with the same status.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.