In fact, autobots are tired of all kinds of auto shows, but when it comes to levitation, everyone is also in a panic. The new car release schedule in the first half of the year was closely related to the auto show. Now the auto show has been postponed and everything has been disrupted. "The new car plan remains unchanged, and we are planning the release time and form." The voice from the automobile main engine factory is full of helplessness and anxiety.
Opportunity is forced out. Under the double pressure of global automobile revolution and epidemic situation, the "retaliatory" efforts have been accelerated in an all-round way. On Monday, GM announced a package plan: it decided to withdraw from overseas markets such as Australia, New Zealand and Thailand. At the same time, the time-honored "Horton" brand will be phased out on 202 1.
In addition, GM will sell its factory in Rayong, Thailand to Great Wall Motor. Just after the acquisition of GM's Indian factory, Great Wall Motor once again staged a "buy-in-buy".
Self-help behavior
In the press release, GM clearly pointed out that "selling and selling" is a part of GM's market strategy adjustment in recent two years, aiming at withdrawing from the market with low return on investment and turning its attention to the market that can generate strong returns and the great changes in electrification and automation. Simply put, it is to lose weight as soon as possible, go into battle lightly, and concentrate on doing great things. After all, the transformation of the "new four modernizations" requires a lot of capital investment, and GM is not the only one that needs to tighten monetary policy.
In contrast, the Great Wall is vigorously promoting its overseas strategy. Whether it is "selling" or "buying while buying", it is a self-help behavior of enterprises.
I have discussed the overseas story of the Great Wall before, and today I mainly focus on GM. For example, the Horton brand that GM announced to be eliminated this time. This brand has a history of over 160 years and is the pride of Australian automobile manufacturing industry. The biggest failure of this brand is to miss the outbreak of the SUV market.
If you miss the opportunity, you will be eliminated by the market. "I always say that we should do the right thing, even if it is difficult. Now is such a moment. " Mary Bola, Chairman and CEO of General Motors, has been firmly pursuing GM's global slimming plan.
Mary Bora, Chairman and CEO of General Motors
The latest financial report of GM 20 19 shows that the net income of GM in 20 19 was137.2 billion USD, down 6.7% year-on-year. The net profit was USD 6.7 billion, down 65,438+07.4% year-on-year; Taking into account the loss of $3.6 billion caused by the strike, the adjusted income before interest and tax is $8.4 billion.
Looking forward to 2020, GM expects the adjusted diluted earnings per share to reach the range of $5.75 to $6.25, and the cash flow generated by automobile business activities will remain strong, ranging from $654.38+03 billion to $654.38+045 billion. It can be seen that GM's global financial health is still very benign.
Four-cylinder regression
Withdrawing from the chicken rib market is naturally to focus on key markets. However, the performance of China, a key market, is not satisfactory. According to the wholesale data released by SAIC-GM, in 20 19, SAIC-GM sold1460,000 vehicles, down 19.2% year-on-year. This downward trend is still intensifying. The latest sales volume 1 month In 2020, SAIC-GM's production and sales volume fell sharply, with sales volume falling by 30% year-on-year.
We can regard the sales data of 5438+ 10 in June this year as a special case brought by the epidemic, but the depression of SAIC-GM in recent two years is by no means a special case. Investigate its reason, product layout factor accounts for 70%, and marketing voice loss accounts for 30%.
Recently, a news released by the Ministry of Industry and Information Technology excited fans. Buick Hideo and Chevrolet Luze should add 1.5L four-cylinder models. In 20 19, the annual sales of Buick and Chevrolet decreased by 19% and 24.8% respectively. The pain of three cylinders is a reality that SAIC-GM's sales decline must face.
But also triggered a chain reaction. Take Buick Hideo as an example. Although Buick Hideo still sold 279,300 vehicles in 20 19, it increased by 6.6% year-on-year. But don't forget, this micro-growth is based on a low base and a large discount, which further depresses the market price of Chevrolet.
Not only Yinglang, Ford Focus is also equipped with a three-cylinder machine after the replacement, and its sales volume has also declined to a great extent. In addition, the sales volume of Honda Civic equipped with 1.0T three-cylinder engine in 20 19 was only 12000, accounting for only 4.9% of the total sales volume of Civic. Will the return of four-cylinder engine bring a turn for the better for Buick and Chevrolet?
Marketing has also lost its voice.
Cadillac is the brand with the smallest decline in GM's sales in China in 20 19, with annual sales of 212,500 vehicles, down 6.8% year-on-year. 20 19 After the release of the fourth quarter financial report, GM said that it would optimize its product portfolio in China market and focus on the fast-growing SUV and luxury car market.
20 19 luxury brand sales (picture from the internet)
It is true that Cadillac has always been the fist product of GM's profit. Moreover, SAIC-GM executives themselves said, "SAIC-GM will outperform the broader market in 2020, and Cadillac will achieve double-digit growth."
To complete the task, you must first have a product. According to the original plan, Cadillac completed the construction of 3+3(3 SUV+3 sedan) product matrix in China after launching the brand-new CT4 sedan model in the first half of this year. At present, despite the epidemic, Cadillac said in an interview that "CT4 will still be listed in the first half of the year, but the specific release time and form are still in full swing."
With products, we have to stabilize the market. After all, the goal of double-digit growth cannot be based on bloody big discounts. General motors will hold "EV? March 4 th at the headquarters in the United States. Day? "Electric Vehicle Day", in addition to the appearance of the 2022 Hummer EV model, perhaps Cadillac's first electric vehicle will also be unveiled.
SAIC-GM used to be a big shot in automobile marketing. "SAIC GM can tell stories and sell cars." This is the strength of Shanghai automobile brand. However, when faced with the product dilemma, marketing also lost its voice, which made China consumers lose it.
Although the financial report shows that in 20 19, Cruise Company, which is responsible for self-driving, brought 10 billion USD of adjusted EBIT to GM. However, at this stage, the advanced phased products of electrification and automation transformation promoted by GM in the world have not yet landed in China on a large scale. How to make China consumers feel the charm of GM in the transformation is a top priority.
No matter how difficult it is, you can only meet the difficulties, otherwise it will be difficult to return to the peak.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.