2012 was a bumper year for China's own brand car companies.

There are 7 manufacturers in the TOP10 that are independent brand enterprises, and this alone is worthy of the special reports of various media for a long time.

As the first time to break into the TOP10 position, and even directly became the fourth place, Xingchen Automobile has naturally attracted the attention of many people.

Nanshan Automobile Group is making some summaries of this matter, and other car companies in the industry are also summarizing the situation of Xingchen Automobile.

"Aimoha, although the company's sales in China last year historically exceeded 350,000 units, which is higher than Yangcheng Toyota and other mainstream joint venture car companies."

"However, the gap between us and Xingchen Automobile is widening, which must be paid attention to."

Phillips summoned Amoha and others to his conference room to communicate with BMW and other luxury car brands in China.

"The situation of Xingchen Automobile is too special, and the sales of the big G series last year were very good, which allowed Xingchen Automobile to quickly achieve a sales breakthrough."

"In fact, our main competitor in the world is Mercedes-Benz, which sold only 250,000 vehicles in China last year, which is a lot less than us."

"Of course, with Mercedes-Benz launching more SUV models this year, I estimate that their sales will quickly exceed the 300,000 mark."

"But we also have more and more models on sale, and this year's sales exceeded 400,000, I think there is no problem."

Ai Moha feels that BMW Huaxia's performance last year has been very good, and there is no need to feel that he is not doing well because Xingchen Automobile is selling well.

Besides, half of the more than 800,000 sales of Xingchen Automobile are sold overseas.

And if BMW cars are counted in global sales, it is 2 million units.

"I naturally agree with the logic you said, but now not only the sales of Xingchen cars are considerable, but Jaguar Land Rover is not to be outdone."

"Throughout 2012, Jaguar Land Rover's sales in China surpassed Mercedes-Benz cars, approaching 300,000 units, and may surpass us at any time."

"At the same time, General Motors' Cadillac is not to be outdone, and will continue to launch several SUV models this year."

"At that time, we may not be able to maintain the second place in China's luxury car sales."

When Phillips said this, it was difficult for Amoha to refute it directly.

After all, what he said was objective facts.

"The headquarters should give more authorization and support to the Huaxia branch, and try to launch some configurations suitable for Huaxia."

"For example, in terms of wheelbase, the wheelbase of our X3 and X5, I think we can consider further strengthening."

"When consumers buy cars in China, they often don't use them alone, but as family cars."

"In this case, they are very concerned about the space in the back."

"Many people go to see the car together as a family, and the family members are in the back row, and they feel that it is not spacious enough, so they may not consider us."

"In this regard, Xingchen Automobile is doing very well, and their cars of the same level must be longer than our wheelbase and richer configurations."

Aimoha naturally wants to take this opportunity to ask Phillips for resources, otherwise the development speed of the Huaxia branch will definitely be affected in the future.

What he said was also based on objective facts, so Phillips did not refuse.

"We will work this, but in addition to the request you said, I think the Huaxia branch needs to think about the development strategy of electrification."

"Compared with other markets, the sales of electric vehicles in Huaxia are very impressive, and it is estimated that the scale will exceed 1 million this year."

"However, although our BMW entered the electric vehicle market relatively early, there has been no model with relatively high sales."

"I think it is more important for the headquarters to set up a special electric vehicle R&D center in Huaxia."

Phillips put forward a more ambitious goal, hoping that BMW's electric vehicles in Huaxia will be handed over to the R&D center in Huaxia to design.

These R&D centers arrange some people from the German side, and then more people are recruited from the local area to achieve R&D localization.

Ten years ago, few international auto giants would have thought so.

After all, at that time, there were relatively few qualified design talents in the automotive industry in Huaxia.

But now, whether it is Xingchen Automobile and Future Automobile, or BYD, Changan Automobile and other car companies' R&D strength is rising rapidly, it is no longer particularly difficult for the market to spend money to poach people.

Even as long as you give enough money, it is completely possible to poach any type of person.

"This is a good proposal, and I think we should do a good job of electric vehicles."

"The sales of people's future cars this year have exceeded 100,000, and the sales of Changan Automobile's electric vehicles have exceeded 150,000, and it is estimated that it will exceed 200,000 this year."

"The sales of electric vehicles in Yangcheng Aion are also more than 100,000 units, and the electric vehicles of several other car companies are also performing well."

"In this case, if we don't launch more electric vehicles as soon as possible, then the future situation will be very passive."

Aimoha also wants to make some achievements in China, so that he can go further when he returns to Germany.

If Huaxia becomes BMW's largest overseas market in the future, or even electric vehicles become BMW's largest market, then Moha's position within BMW will be more stable.

"After the Spring Festival in China, we will go to Nanshan Automobile Group to visit Caoyang again, and also have in-depth exchanges with Nanshan Battery and Nanshan Auto Parts."

"In the battery and motor, which are the key parts of electric vehicles, if you don't cooperate with them, I don't think we can find a better partner."

"But our current electric vehicle sales are a bit embarrassing, and I am ready to do some long-term cooperation with the other party to get more favorable conditions for our electric vehicle project."

Phillips is obviously preparing to hand over the main parts of BMW Huaxia's future electric vehicle projects to Nanshan Battery and Nanshan Auto Parts to produce, and obtain lower costs and business conditions by providing orders.

The two sides have a relatively good background of cooperation, but it is not impossible at all.

Phillips is now completely open.

BMW and Nanshan Automobile Group are in competition, but they are not a life-and-death relationship.

Objectively speaking, there are some differences in the positioning of various models, and BMW's competition with Mercedes-Benz and Audi is stronger.

Taking advantage of the fact that Mercedes-Benz and Audi have not carried out large-scale cooperation with manufacturers such as Nanshan Battery, it is definitely not a bad thing for BMW to seize the opportunity.

Especially in Nanshan battery, their production capacity has accounted for more than seventy percent of the entire Huaxia battery industry.

Even in the world, the production capacity of Nanshan battery has accounted for more than half of the global power battery.

This situation will make the cost advantage of Nanshan battery very obvious.

With good quality and cost advantages, Phillips feels that there is no reason for BMW Huaxia not to cooperate with manufacturers such as Nanshan Battery.

In this regard, Aimoha naturally has no opinion.

Soon, they reached a general direction internally, preparing to increase investment in electric vehicles and increase cooperation with Nanshan Group.

However, not every car company has the same idea as BMW.

For example, Toyota, let alone cooperate with Nanshan Automobile Group, they are going to hate Nanshan Automobile Group.

"President, last year in Huaxia because of the island dispute, sales fell sharply, and the combined sales of Chuncheng Toyota and Yangcheng Toyota throughout the year were only more than 500,000 units."

Tetsumin Kobayashi was quite satisfied with the company's global sales performance last year.

After all, when the global auto market is not growing much, Toyota's global sales have increased by several points.

But when it comes to the market in Huaxia, he is definitely not satisfied.

However, he has already found a reason, and he is not worried that the company will accuse him of this problem.

"Is it just because of the island dispute?"

"Why did sales increase in November compared to September and October, but then fell sharply in December?"

Watanabe is obviously not ignorant of the Chinese market, and Tetsuaki Kobayashi attributes all the blame to the island dispute, which he certainly does not recognize.

The Huaxia market is the largest market in the world, and it is a market that Toyota is reluctant to give up no matter what.

But now Toyota's sales in China are only less than half of those in the United States.

This situation is certainly unacceptable.

"In addition to the island dispute, the main reason is that there are many local brands in Huaxia that are targeting us."

"Even our joint venture partners' own brands are sniping at us."

"Recently, because of the 'pedal door' incident, public opinion in Huaxia is very unfavorable to us, thinking that we treat Chinese consumers differently and American consumers differently."

"So in the short term, there may not be a way for the sales in Huaxia to recover so quickly."

"But I think with the launch of more models in the future, sales should still be able to slowly return to normal."

Watanabe had already asked this, and Tetsuaki Kobayashi knew that he must not be able to continue to avoid the question.

However, he is still optimistic about Toyota's prospects in China.

"According to our original plan, this is indeed what it looks like."

"But the situation in Huaxia is very different now than it was a few years ago."

"Car companies with independent brands such as Xingchen Automobile and Chery Automobile have quickly won the recognition of local consumers."

"We have to think carefully about how to carry out differentiated marketing in order to capture the hearts of Chinese consumers."

Tetsuaki Watanabe is clearly not so optimistic about Toyota's development prospects in China.

He knows that Huaxia's own brand is no longer what it used to be, and the good days of joint venture car companies in Huaxia will soon come to an end.

Toyota's entry into the Chinese market is not particularly early, and it has only enjoyed a few years of good times, and the situation has changed so much.

To be honest, he was very uncomfortable.

"I will arrange a trip to Huaxia as soon as possible to see how to deal with the situation over there in the future."

Tetsuaki Kobayashi sighed in his heart.

I'm having a hard time next year.

……

When all car companies are actively summarizing the past and planning for the future, Xingchen Automobile is also conducting a discussion on a small scale.

Zeng Tingting specially took out the main models that contributed to last year's sales and made a detailed analysis.

"Mr. Cao, judging from the current situation, among the big G series, G9 has the highest proportion of export sales, and G7 is the lowest."

"Among the export markets of the G9, the sales volume in the Middle East market reached 34,000 units, surpassing all other overseas markets."

"However, our market potential in the Middle East has not been further realized, and the sales of Toyota Prado and Land Patrol in the Middle East are still several times that of ours."

Zeng Tingting organized a group of people to make a detailed analysis of the sales of the big G series.

In 2013, the company aims to double the sales of the large G series and continue to contribute to the increase in sales of Centron Motors.

In overseas markets, Zeng Tingting found that the market potential of hard-core off-road vehicles is greater than that of urban SUVs.

Of course, this may have something to do with the fact that the urban SUV market is mainly in the United States and Europe, where the car market is relatively mature, and it is more difficult for Xingchen Automobile to break the situation.

"Normally, the sales of the G7, which is relatively low-priced, should be the highest, but now the situation is reversed."

"Is there anything wrong with the G7's product positioning?"

Cao Yang's main focus in the past year has been on the side of Daystar Technology Group, and he has not paid special attention to a lot of information about the big G series.

Now I'm ready to talk to Zeng Tingting and them to see if we can find good improvements.

"The price of the G7 is actually relatively embarrassing, and for the rich, he thinks it is better to add more money to buy the G8 or G9."

"And for consumers who don't have enough budget, the price of the G7 is still a little more expensive."

However, if the G7 is divided by province in China, the sales champion is Xijiang Province. This is what surprised us very much. ”

"For a long time, due to the population base and economic level, our sales in Western Xinjiang have not been very good."

"But the sales of the G7 there are not only higher than those in other provinces, but also higher than the sales of any of our models in Western Xinjiang."

"This sales champion surprised us all."

As soon as Zeng Tingting said this, Cao Yang was interested.

Can you become a sales champion in Western Xinjiang?

This shows that the market potential of the G7 is still very large.

Continuing to the west and north from Western Xinjiang, there are also large overseas markets, which are places that Xingchen Automobile did not pay much attention to before.

If there is a strong demand for the G7 in these places, then it is worth taking a good look.

Thinking of this, Cao Yang immediately said: "The off-road performance of the G7 is beyond doubt, and in those places where the roads in Western Xinjiang are not very good, the requirements for off-road performance are very high." ”

"Our engine displacement should be the largest in its class."

"The situation in the Central Asian countries next to it is similar to the situation in Western Xinjiang, and the price of our export vehicles can be similar to that in China or even lower than in China due to tax rebates."

"In this case, people with a small fortune in Central Asia should be very interested."

"If we can make the Central Asian market one of the most important markets for the big G series, that significance is absolutely extraordinary."

"When the Middle East, Africa, and Central Asia have become the main markets for the big G series, then the annual sales of the big G series will not exceed the current 200,000 units, or there will be no problem in doubling."

Cao Yang gave his instructions very directly.

Soon, Huaxia will have "One Belt One Road" and "Silk Road" and other related policies, which is very beneficial for Huaxia car companies to enter the Central Asian market.

Other products of Xingchen Automobile can be promoted in Central Asia without hurry, but the big G series can be sold well.

Even if it does well in the future, the big G series can rely on the sales of various countries and regions with poor terrain and environment, and it will be able to live very well.

This kind of differentiated marketing is something that other car companies have not noticed.

It has reached more than 800,000 sales, and if Xingchen Automobile wants to develop further, it must make some articles in some details.

Otherwise, everyone has models from BMW and Mercedes-Benz to choose from, and there are models with higher brand power such as Porsche.

If Xingchen Automobile wants to make further breakthroughs, the pressure will be greater.

"In the vast Central Asian region, our sales department really didn't pay special attention to it before."

After listening to Cao Yang's words, Zeng Tingting first expressed her attitude of admitting her mistakes.

Even this matter is not her own fault.

"Mr. Cao, in the next step, we are going to promote the big G series to various countries around China, especially the herdsmen in some places, in fact, there is a lot of money in their hands."

"Their demand for hardcore off-road vehicles is objective."

"At the same time, we will further increase our promotion efforts in Africa and South America, and strive to make some breakthroughs in these markets as well."

Zeng Tingting also realized that the previous promotion plan of Xingchen Automobile's large G series was not perfect.

Different models of the same brand are likely to have very different audiences.

In different markets, the popularity is also completely different.

For example, Dongying's K-CAR sells very well in China.

But if this kind of car is sold in Huaxia, it will definitely be very miserable.

Similarly, all kinds of large-displacement pickup trucks sell very well in the United States.

But if these cars are brought to Huaxia to vigorously promote, then they will definitely hit the streets.

According to local conditions, it is the most appropriate plan to choose the most suitable model to go to the corresponding market for publicity.

……

When the big G series of Xingchen Automobile has achieved very good results at home and abroad, Pan Jun also came to Cao Yang with a special plan.

"Mr. Cao, the relevant departments want to customize a batch of Xingchen G7 and G9, these cars only need to maintain the current powertrain system, body, and chassis, and the interior can be simplified to the greatest extent."

"Things like big screens, leather seats, all kinds of high-performance speakers, refrigerators and so on."

"As long as it doesn't have much impact on the performance of the vehicle, the configuration that can reduce the cost can be eliminated."

Just after the New Year's Day holiday, Pan Jun brought a special order to Cao Yang.

It has been more than a year since the Xingchen big G series models were launched, and everyone knows how the performance is.

To put it mildly, in terms of off-road performance, Xingchen Big G has no opponents.

Naturally, the relevant departments are also knowledgeable.

In many places, vehicles from the relevant authorities often have to walk in poor road conditions.

Even if they are stationed near the city, the environment in which their vehicles are used is very different from that of the average consumer.

So ordinary vehicles are not very suitable for their use.

Hardcore off-road vehicles are basically standard for them.

In the past, Mitsubishi's Pajero and Toyota's Prado were their favorite models.

But after all, these cars are models of foreign brands, and as cars used by relevant departments, they are not so suitable after all.

Especially last year, under the promotion of Chuncheng Automobile Group, most of the official car procurement has excluded international auto giants.

The use of cars by relevant departments naturally has this trend.

If you really can't find a suitable vehicle in China, you have to continue to buy a joint venture brand or an imported car, and everyone will recognize it.

For example, the fire trucks in various places are basically Mercedes-Benz brands imported from Germany.

At this point, few people have an opinion on it.

Of course, in the future, with the continuous development and growth of the Huaxia automobile industry, some changes will definitely take place slowly.

"I understand what you mean."

Cao Yang listened to Pan Jun's words and thought for a while unhurriedly, "The relevant departments want to use the G7 and G9 models of the Xingchen Big G series as duty vehicles on a large scale. ”

"But now the price of these models is too high, not only is the cost not enough, but also does not meet the relevant standards."

"So you want to minimize the cost of these vehicles while keeping the basic skeleton the same?"

What Pan Jun said was not so difficult to understand.

So Cao Yang just briefly combed it and clearly understood what the other party meant.

"Yes, we hope that the price of the specially customized G7 can be reduced to 300,000 to 400,000, and the price of the G9 can be reduced to the level of seven or eight hundred thousand."

Pan Jun directly told the thoughts of the relevant departments.

In fact, strictly speaking, the purchase price of seven or eight hundred thousand yuan also exceeds the standard.

However, considering that the G9 is equipped with a W16 engine, it has a special purpose in special circumstances, and can also be used as a car for leaders, so the demand naturally arises.

"If there are enough of them, it's not impossible to launch a custom version, and we can even launch a special livery look in army green."

"However, if the number is small, it is difficult to reduce the cost estimate."

Cao Yang must support the work of relevant departments, but he can't make money at a loss.

A lot of money is earned by the relevant departments, at least the cost of the parts themselves must be recovered.

Some marketing expenses can be stripped from the cost, and even some R&D expenses can be specifically stripped from the cost.

When the time comes, it is entirely possible to cut down on all kinds of comfort equipment and reduce the price of the customized versions of the G7 and G9.

To a certain extent, if the relevant departments are equipped with Xingchen Automobile on a large scale, it is also a very good advertising effect for the models of the large G series.

So this business can be considered carefully.

(End of chapter)