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In the field of self-owned branded cars, the performance of the “big three†and its lack of strength is one of the topics that the automotive industry is concerned about. A series of recent actions by the SAIC Group show that the most powerful financial group of the three major groups must start their efforts.
On April 10, SAIC Motor Manufacturing Co., Ltd. (referred to as SAIC Motor) management team made its debut and set a strategic plan for SAIC Motor to create its own brand in the next five years. In 4 years, it will launch 5 platforms and more than 30 types of vehicles covering mainstream passenger vehicles. In various market segments, the total vehicle sales target for 2010 is more than 200,000 vehicles; SAIC Motor’s initial investment is 3.68 billion yuan, and the annual production capacity of 120,000 complete vehicles and 170,000 engines is achieved; during the “11th Five-Year Plan†period, The additional investment will not be less than 10 billion yuan. In 2010, it will achieve an annual production capacity of 300,000 complete vehicles and 400,000 engines.
This cannot help but speculate that SAIC wants to be the leader in its own brand.
High starting point cut
SAIC's “Eleventh Five-Year Plan†clearly stated that it is necessary to create a high starting point and high quality international brand that can occupy a place in the fierce global competition. "Our products and brands must have the ability to represent the future development level of the Chinese auto industry and be able to compete with the international auto manufacturing giants on the same starting line."
In the area of ​​economical cars, the domestic auto brand has opened up a world, but in the mid-to-high-end car sector, auto brand cars are in an embarrassing position of “being applauseâ€. SAIC Motor’s development of self-owned brand cars is based on the “difficult bones†and SAIC Motor’s first sedan is positioned in the mid- to high-end market. According to reports, this new vehicle that will be released at the end of this year will originate from the Rover 75 technology platform. After the second innovation, its vehicle performance and internal comfort can compete with international products in the next few years.
In addition to entering the market, the first product is positioned in the mid-to-high end, SAIC's "high starting point to create an international independent brand" has more rich connotations, such as choosing the initial stage across the independent brand in the development path, taking the high starting point development path; Technological research and development make full use of the acquired Ssangyong and Rover technologies, integrate global resources, and form strong follow-up redevelopment capabilities; product development to meet the needs of domestic and international market products, the formation of a wide range of product layout; production and manufacturing options The world-class equipment supplier pays attention to quality management and cost control.
In terms of long-term goals, SAIC Motors is determined to “have true autonomy in decision-making at the brand level†and build “China’s automotive leading brands†with “rich brand connotation†to form strong brand coverage and influence in the global market. It has become an indispensable force in the global automotive industry.
Wang Xiaoqiu, general manager of the company, said: "One of the main principles for us to develop our own brands is to keep the core of the value chain firmly in our hands."
International positioning
In building its own brand, SAIC has distinctive features of internationalization.
The use of international resources for research and development in the domestic automotive industry is not new, but most of them take the form of "turnkey projects" or joint development. SAIC’s approach is to build its own global R&D system. On the one hand, SAIC Motor’s R&D center will be expanded in China. This R&D center with a total international investment target of RMB 1.8 billion will eventually attract 4,000 employees and will attract talent from a global scale. . On the other hand, a large overseas R&D center was established. The SAIC Automotive Overseas (Europe) R&D center in Warwickshire, England, has been in operation for more than one year. The first group of core R&D members includes vehicles from the original MG Rover150 and the power of vehicles. R & D engineer in the assembly.
Since its inception, SAIC Motor has been targeting the international market. Wang Xiaoqiu said: “The overseas sales network of SAIC Motors is expected to be initially completed in the second half of this year, and it will be implemented in 2007 to bulk sales plans to overseas mainstream markets including Europe, and in Europe. Establish an independent sales company."
SAIC Motor has formulated a clear timetable for expanding overseas markets: in 2007, an independent sales company was established in the United Kingdom; in 2008, it returned to the British market, and at the end of that year, it achieved simultaneous listing of compact cars both at home and abroad; in 2009, the UK Based on this, we will gradually expand the EU countries' markets in Eastern Europe and Central Europe. In 2010, we plan to sell more than 45,000 overseas vehicles. At the same time, we will set up manufacturing plants in Europe or South America based on overseas markets.
Accumulated resources for many years
In the course of more than 20 years of development, SAIC has accumulated a wealth of resources.
In the 1980s, SAIC and Germany jointly set up Shanghai Volkswagen to train a group of manufacturing talents. After joining forces with U.S. General Motors, they created a team known for marketing. In the process of joint ventures, a group of management talents were also cultivated. The senior management personnel of SAIC Motors consisted of backbone elites from Shanghai Volkswagen, Shanghai GM, SAIC Engineering and other units.
In the course of more than 20 years of development, SAIC's parts and components support system has also been greatly improved, and a relatively complete parts production system has been formed. At present, SAIC has more than 60 parts and components joint ventures, of which 10 foreign companies are among the world's top 500 companies; some of the most advantageous products have begun to enter the OEM market of the World Auto Group.
In the process of development, SAIC also accumulated abundant financial resources. At the end of 2004, SAIC Motor had a net asset of 39.6 billion yuan. In addition, the two major companies under SAIC started their joint ventures at the beginning. They are considered to be the lightest of the "big historical burdens" of the three major corporations and their management mechanisms are also more dynamic. Coupled with Shanghai's economic and cultural advantages, it is easy to attract all kinds of talents. For the automotive industry, Shanghai is already a gathering place for design companies.
In the context of the shift of the global auto industry center to China, and the government encourages independent innovation, SAIC started to develop its own brand in a big way. However, with the favorable conditions of “good weather, favorable geographical location, and good peopleâ€, can it create a new model for the development of independent brands? What? This has yet to be tested by the market. (Reporter Lu Huihui)
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SAIC builds its own brand history
At the end of 1999, the 001 project based on the B2 platform formally established the project team; after that, the compact passenger car was developed from the general purchase of the S4300 platform.
In 2002, the strategic goal of “50,000 self-owned brands†was put forward, and SAIC Automotive Engineering Research Institute was established based on Shanghai Automotive Research Institute; the 0201 project was launched in the same year.
During this period, SAIC conducted a series of independent research and development work. However, SAIC Motor could not continue to advance due to the lack of suitable vehicle platforms and powertrains and the lack of a sustainable channel for the commercialization of independent research and development results.
May 2004, set up its own brand project team.
In July 2004, he held Ssangyong Korea and obtained SUV and C-Class sedan platforms and engine technology.
In December 2004, it acquired the core intellectual property of Rover 75 and 25, as well as the K series gasoline engine and L series diesel engine technology.
On February 22, 2006, SAIC Motor Manufacturing Co., Ltd. was established. Hu Maoyuan, president of SAIC, and Chen Hong, president of the company, served as chairman of the board of supervisors and chairman of the board of directors respectively.
After the acquisition of a mature platform, SAIC will use the core intellectual property rights of Rover Group 75 and 25, relying on the Academy of Engineering, and play a synergistic effect with Ssangyong to develop new vehicle platforms and powertrain technologies covering the mainstream segments of passenger vehicles. (耿慧丽)
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