Recently, the Dongfeng Nissan Qichen brand R50X crossover was officially launched on the market. After the sales volume exceeded 100,000 units in the first half of the year and the record of sales growth of the domestic joint-venture independent auto brands, the Qichen brand sold 11,403 units in October and completed the target of selling 100,000 units for the whole year.
"After nearly 10 years of joint ventures, Nissan has become a global benchmark in marketing, manufacturing, and other fields. We have seen business opportunities for achieving full value chain independence and finding a balance between low prices and high quality." Dongfeng Motor Co., Ltd. Ren Yong, vice president and deputy general manager of Dongfeng Nissan Passenger Vehicles, told the reporter that by launching the Qichen brand, the company not only moved the front end of the research and development value chain from Nissan's overseas headquarters to China, but also gave many domestic parts and components manufacturers an opportunity. Among the global suppliers of multinational companies.
The rapid growth of Qichen not only promoted the sales of Dongfeng’s autonomous passenger vehicles, but also brought a huge synergy to the Dongfeng Passenger Vehicle Company, the core of independent business. “In the past, we didn’t feel much about the benefits of developing a joint-venture brand, but we are slowly enjoying the benefits.†Li Chunrong, Party Secretary of Dongfeng Passenger Vehicles, admitted that the expansion of joint-venture brands such as Qichen was in the brand, channel, overseas business, The synergy effect in the areas of unified procurement, integrated R&D, etc., is of great benefit to Dongfeng’s “autonomy†strategy.
“Large autonomy and great synergy are the core tone of Dongfeng’s 12th Five-Year Development, and it is also Dongfeng’s strategic choice to transform its development mode and strengthen independent innovation.†Zhu Fushou, general manager of Dongfeng Motor Company, said that in 2011, Dongfeng released its own brand. The "Dry D300" plan clearly stated that by 2016, the total sales volume of Dongfeng's own self-owned brand will increase from 1 million in 2011 to 3 million, of which 1 million will be commercial vehicles of the Dongfeng brand, becoming the first in the country and the top three in the world; Dongfeng has 1 million passenger cars and 1 million other self-owned brands, and it is the first camp of domestic self-owned brand passenger cars.
Zhu Fushou said that Dongfeng’s own brand “Dry D300†plans to promote Dongfeng’s autonomous passenger car business mainly from three fronts. The first front is the Dongfeng brand's autonomous passenger vehicle business and forms the “2+2†business layout. The first "2" represents Dongfeng Passenger Vehicle Company and Dongfeng Xiaokang Automobile Company; the second "2" represents Zhengzhou Nissan Motor Company and Dongfeng Liuzhou Automobile Company. The second front is to develop the Greater China brand passenger vehicle with Dongfeng Yulon as the main body. The third front is the autonomous brand passenger car business of each joint venture company. In addition to Dongfeng Nissan, Dongfeng's Dragon Company, Dongfeng Honda, etc. all have their own brand development plans.
“In order to support this self-owned brand program, Dongfeng has accumulated R&D investment of 18.7 billion yuan in the past five years, and R&D spending alone reached 5.46 billion yuan in 2012. In the next five years, it will continue to invest more than 30 billion yuan in developing its own business. This will enable the company's technology investment to account for more than 3% of the company's sales revenue.†Zhu Fushou said that in the past five years, Dongfeng has obtained more than 5,000 patents, which is seven times the previous five years. In addition, Dongfeng's “autonomy†product planning, platform strategy, and vehicle planning have all been basically completed.
According to the latest statistics from the China Association of Automobile Manufacturers, from January to September this year, Dongfeng's “autonomy†system completed sales of 0.964 million units, ranking among the top three in the country; it was up 11.7% year-on-year, higher than the growth rate of the self-owned brand industry; 10,000 cars. Zhu Fushou frankly stated that the automobile market has entered a “micro-growth†era and its own brand development has encountered new challenges. However, with the launch of a series of new products, the Dongfeng “autonomy†business will usher in a high-speed growth period in the next two years. "The goal of self-producing and selling 3 million vehicles in 2016 is indeed facing challenges, but our goals and determination will not change."
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