Pattern And Trend: Dialogue With Ceos Of Six Auto Companies In Beijing Auto Show

On September 26, the Beijing International Auto Show, which has been delayed for five months, opened. Due to the impact of the epidemic, all domestic and foreign automobile enterprises have been greatly impacted. In the second half of the year, they have to do a lot of things, including catching up with time, competing for sales, and striving to achieve the goals and strategic blueprint at the beginning of the year. As the only international A-class auto show this year, the Beijing auto show held at this time has also been given more important significance than before.

This "smart car show" and "smart car show" are coming. Throughout this year's auto show, it is easy to perceive the fact that the accelerated layout of intelligent Internet connection, electrification, unmanned driving and other technology applications, whether it is multinational automobile enterprises, local traditional automobile enterprises or new automobile manufacturing forces, is ushering in the flowering and fruiting moment. "Smart power future" gives challengers and cross-border players the opportunity to catch up and lead, and also gives traditional enterprises the experience of precipitation transformation and breakthrough again.

During the auto show, the 21st century economic reporter held dialogues with senior executives of six auto companies, including Chang'an, Ford, GAC, Geely, Volvo and Hyundai, focusing on the future development trend of China's auto market, the layout of the new four modernizations, especially the layout of electrification, and the transformation road of enterprises For a new perspective and reference.

CEOs of six major auto companies:

Zhu Huarong, Secretary of the Party committee, chairman and President of Changan Automobile

Feng Xingya, general manager of GAC

An Conghui, President of Geely Holding Group, CEO and President of Geely Automobile Group

Chen Anning, vice president of Ford Motor Company Group, President and CEO of Ford Motor (China) Co., Ltd

Li Feng, vice president of Hyundai Motor Group (China) and general manager of Dongfeng Yueda Kia

Yuan Xiaolin, global senior vice president of Volvo car group, President and CEO of Volvo car Asia Pacific Region

Chen Anning. Information map

21st century: how to look at the future development trend of China's market?

Chen Anning: in this year's market, there is indeed a pattern of differentiation and intensified competition. The low-end market segmentation and the brand price below 150000 have great challenges, and the consumption upgrading trend of customers is obvious. But in the future, the market segment of less than 150000 vehicles will be reactivated. This process does not rule out the possibility of electric vehicles to activate the market.

Last year, the market share of Ford's two new models has increased. Especially since June and July, the market has performed well. Changan Ford's performance, at least, is "good.".

Zhu Huarong. Information map

Zhu Huarong: only a few independent brands will survive in the future. First, there is no need to use so many brands in the world. According to the 28 principles, 80% of enterprises will sacrifice themselves on the way forward. At the same time, the epidemic has accelerated the economic downturn, and the economic situation and competition pattern have accelerated the speed of market elimination.

For Chang'an, this year's growth has gone against the trend. Therefore, keep the annual sales target unchanged.

Yuan Xiaolin. Information map

Yuan Xiaolin: I will not judge the development trend of China's automobile industry with a single word, because it is always a relative thing. Whether you say fast or slow, or optimistic and pessimistic, these are all relative things.

In 2020, even if there is no new epidemic, the automobile industry has entered a period of transformation. From 2018, the incremental market will become the stock market, and the seller's market will turn into the buyer's market, which is an inevitable stage. This market must be the situation of thousand sails competition. Everyone has cake to eat. But when it develops to a certain extent, it will be differentiated. Because the market competition is fierce, if you want to survive, you have to be bigger and stronger.

Now it is still in the process of accelerating the differentiation. The sudden epidemic has accelerated the speed of differentiation.

I don't particularly agree with the first, second and third line, which is too general. No matter which competition area you are in, no matter what kind of customer group you are, there will always be markets that are doing better or not. From each enterprise itself, we should not only look at the sales situation this year, but also look at the long-term, structure and system.

Li Feng. Information map

Li Feng: in China's car market, luxury brands, joint venture brands and independent brands are all polarized. Who is the first line, who is the second line, there is a division standard - do you have your own model in the 50 cars with monthly sales of more than 10000? If not, it must be in the second line. Now the auto industry is a knockout race, and the second tier will become the third tier. Dongfeng Yueda Kia is now in the second line position of the joint venture, facing the situation of either surviving or being eliminated by the market.

21st century: how to lay out the auto market in China in the future?

Chen Anning: "more Ford, more China", combining the characteristics of Ford with the characteristics of China. "More Ford" emphasizes to give full play to Ford's global strengths in technology, products, talents and systems. "More China" is to grasp the characteristics of China's market and customers, including the demands of Chinese young customers for intelligent and high-end products.

Ford has a lot of lead, pickup and SUV are one of the strengths. Ford's world's first pioneer pure electric SUV Mustang mach-e, pioneer innovation, "more Ford, more China" and intelligent high-end electrification are the core changes and achievements of Ford brand renewal and business transformation.

Ford China is accelerating the implementation of "Ford China 2.0 plan", which is a customer-oriented business model and development strategy led and promoted by China.

In addition, Ford is also accelerating the innovation of related businesses around the "new four modernizations", especially in the fields of electrification, digitization and intellectualization.

Li Feng: Dongfeng Yueda Kia is really in a difficult period now. Consumption upgrading and brand polarization are very difficult problems for brands. During the year when I came to Dongfeng Yueda Kia, I focused on three things: first, making the rules transparent and dehumanized; second, managing the relationship between dealers; third, ensuring that every new car can be listed successfully, which is the basis for the enterprise to survive in the future.

2020 is a breakthrough year. The core of all new K5 is this car. We will spare no effort to ensure the success of this car. Now there are too many new cars, especially intermediate cars. It is a very stubborn middle class car club, like a fortress. How do you blow it up? Although we can make the same price difference, we can communicate with each other through the same way.

21st century: how to lay out in the field of new energy in the future?

Zhu Huarong: no matter the national strategy, the proportion of enterprises, or the user experience, new energy is an irresistible trend. But there are some difficulties in the process of electric transformation. Chang'an automobile is faced with the index pressure of listed companies, which needs to coordinate the relationship among current economic pressure, finance, income and long-term development investment.

Last year, Chang'an new energy was stripped off and a new energy technology company was established. The purpose is to increase investment in the future after the separation. This is the strategy adopted by Chang'an. At the same time, Chang'an is also developing new platforms, including building high-end production platforms with technology companies and battery companies.

In the field of new energy vehicles in the future, Chang'an judges that new energy trucks will be the largest development direction in the future, including new-type trucks and logistics vehicles in cities.

Feng Xingya. Information map

Feng Xingya: the first is the judgment of the development path of the whole new energy market. The most mature technologies are energy-saving vehicles and hybrid electric vehicles. The next is electric vehicles. As a national strategy, electric vehicles have a certain foundation for the promotion and growth of electric vehicles, whether in terms of energy density, fuel cell management level and charging infrastructure.

The next step is hydrogen fuel cells. Compared with pure electric vehicles, hydrogen fuel cells still need a lot of technology and space to break through, and they are still far from commercial applications. The research on hydrogen fuel cell is still in the early stage of research and development, demonstration operation, and more efforts should be made to master various technologies and ensure the quality level.

GAC's hydrogen energy technology is developed on the platform of passenger cars, and hydrogen energy products will soon enter the stage of demonstration operation. Once the use environment of hydrogen energy is mature, commercial production can be promoted immediately, mainly in the development stage.

An Conghui. Information map

An Conghui: the good results of electric vehicles this year are at both ends. One is small-scale, the other is large-scale. The large-scale ones are mainly based on new forces, and many small-scale traditional automobile enterprises are doing it. Geely's geometry is mainly concentrated in the A-class car market. It's better to start to come out last year because there are more 2B markets. Last year and the year before last, a large number of online car hailing and taxis were used. This year's epidemic has had a great impact on this market. Therefore, in 2B market, or some operating vehicles, has been greatly reduced. Therefore, Geely's geometry has been relatively impacted. Of course, I believe this is in front of us. As time goes on, we will have products in different market segments.

Li Feng: Kia proposes that the sales proportion of pure electric vehicles will reach 18% by 2025, which is a short-term goal. The long-term goal is to switch from ice internal combustion engine to nev new energy direction by 2030, with the sales proportion of new energy vehicles exceeding 30%.

In the future, Kia will no longer launch derivative EV, but will adopt a dedicated e-gmp platform. This platform will not produce traditional fuel vehicles, and fuel vehicles will be built based on i-gmp platform.

Starting from next year, we will launch a model based on e-gmp platform every year in the world, and a total of seven models will be invested by 2027. China's first car will be delayed for more than half a year and will be launched in 2022. The internal R & D code is "CV". The official product name has not been determined. Its domestic version will be officially launched in 2022.

21st century: facing the market challenge and the trend of new four modernizations, how do enterprises transform?

Zhu Huarong is the biggest difficulty in enterprise transformation. In the new round of market competition, with the rapid development of chip technology, cloud computing and big data, the pattern of automobile industry is restructuring. In this round or in the new restructuring pattern, there will be backward to advanced and advanced to backward, which is a process of reconstruction.

Chang'an has been persisting in technology investment for a long time, including intellectualization and networking, and transforming into a technology company. In the process of transformation, from technological innovation to product innovation. Whether in the field of intelligent driving or intelligent voice interaction, they can quickly provide customers with their favorite products.

Chang'an's intellectualization has transformed into three directions: first, intelligent products, which can see the new product series uni; second, intelligent manufacturing, which can reduce costs, improve quality and efficiency; third, intelligent management.

?