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The objective of Dongfeng's own brand is to produce and sell 3 million vehicles by 2016. One Dongfeng "Shuangfeiyan" commercial vehicle 1 million, Dongfeng brand passenger car 1 million, and other independent brands 1 million. At the same time, Dongfeng Commercial Vehicles will be the first in the country and the top three in the world. Dongfeng’s own brands will be the first camp of domestic self-owned passenger vehicles.
Along with the initiation of the unified replacement of Dongfeng Motor's own brand, Dongfeng’s self-determination strategy entered the actual operation stage, and Dongfeng Motor’s self-determination strategic plan with three paths also entered the implementation stage.
Passenger car plate speed
In the "Dry D300 Project", Dongfeng Fengshen has become the core unit of Dongfeng's own brand business. Dongfeng Motor will invest 30 billion yuan in the development of the self-owned passenger vehicle business in the next five years.
According to Dongfeng Motor's plan, the future will form a "2+2" business layout, namely Dongfeng Passenger Vehicle Company, Dongfeng Xiaokang Automobile Company, Dongfeng Liuzhou Automobile Company and Zhengzhou Nissan Motor Company. Specifically implemented on passenger cars, the self-owned branded passenger vehicles plan to sell 1.2 million vehicles in 2015. With the joint venture launch of joint venture independent brands, Dongfeng Limited, Shenlong and Dongfeng Honda will fully promote the joint venture's own brand cars, and plans to achieve annual sales in 2015. The goal of 400,000 vehicles is to develop Dongzhi Yulon as the main body, and to develop “Natchi Jie†brand vehicles in Greater China. It plans to sell 200,000 vehicles in 2015.
Li Chunrong, deputy general manager of Dongfeng Passenger Vehicle Company, said that in the future, Dongfeng Autonomous Passenger Vehicle plans the development of five platforms and 17 new models to make up for the vacancy of the existing product series.
In Dongfeng’s self-determination strategy, Dongfeng Nissan Kai Chen and Dongfeng Honda Siming in their joint ventures have all been large-scale, and Dongfeng Auto has not yet launched its own Dongfeng brand. It has been revealed that Shenlong Motor’s joint venture products will be incorporated into the Dongfeng system and the Dongfeng “Shuangfeiyan†logo will be used. Dongfeng’s existing sales channels and systems will be followed, and specific models will be available around 2015.
Commercial vehicle block force
Commercial Vehicle Segments Strategic positioning is particularly important for Dongfeng Motor. According to the strategy of large-scale commercial vehicles, the number of autonomous commercial vehicles will reach 1 million in 2015.
The joint venture between Dongfeng and Volvo came into being under this background. On January 26 this year, Dongfeng and Volvo formally signed an agreement to form a new international commercial vehicle alliance. Dongfeng accounted for 55% of shares and Volvo 45%. A new commercial vehicle company will be registered and established in Shiyan, which will develop, manufacture, and sell the “Dongfeng†brand vehicle with the “Shuangfeiyan†logo. Its products cover medium and heavy trucks, passenger cars, special vehicles and chassis, engines, gearboxes, etc. The new Dongfeng Commercial Vehicle Company will use the technology and expertise of both parties to continuously upgrade and upgrade the product platforms of medium- and heavy-duty commercial vehicles, build a world-class advanced commercial vehicle technology center and an overseas manufacturing system and overseas sales base to meet overseas strategic needs. . Industry sources said that taking advantage of joint ventures and upgrading their own brands has become a weapon for Dongfeng Motor in the commercial vehicle market.
At the same time, in the midst of the development of mid-to high-end special vehicles, pickup trucks and passenger cars, etc., in May this year, Dongfeng Motor Company was again transferred to Fujian Provincial Automobile Industry Group Co., Ltd. (hereinafter referred to as the Fujian State-owned Assets Supervision and Administration Commission) in a capital increase manner. "FuCheng") 45% of the equity, to achieve the reorganization of Dongfeng to Fuqi. For Dongfeng, it is most realistic to first “eat†the Southeast Asian Automobile, which is the best quality asset under Fuqi, and incorporate it into Dongfeng’s “autonomy†strategy map. In Dongfeng Motor's “Dry D300 Planâ€, Dongfeng’s own brand business has become the core unit of development. Dongfeng Motor plans to invest RMB 30 billion in the development of its own-brand passenger vehicle business within the next five years. Therefore, South East Automotive can help Eastwind in the increase of Dongfeng's “autonomy†passenger car.
Export strategy transformation
For a long time, Dongfeng exports are mainly concentrated in the field of commercial vehicles. In the future, they will promote both commercial and business opportunities and promote the strategic transformation of overseas businesses.
In 2012, Dongfeng announced its mid-term overseas business plan. The goal is to achieve overseas exports of 300,000 by 2016. Dongfeng Company named this plan as “DH310 Planâ€, in which “DH†means “Dongfeng Overseas Businessâ€, “3†means “30â€, and “10†means “Overseas Export to 2016 According to the “DH310 Plan,†Dongfeng’s annual growth rate of overseas exports from 2012 to 2016 will be as high as 36%.
According to the person in charge of Dongfeng Company, the goal of “exporting 300,000 vehicles in 2016†means that Dongfeng’s overseas business will undergo a strategic transformation. Dongfeng’s overseas business will achieve a new leap from opportunity exports to strategic exports through the transition from decentralized operations to collaborative operations of the Group through the transformation of trade-type vehicles and parts exports to capital and technology exports. In order to achieve the planned objectives, Dongfeng Motor set up an international division last year. The division will connect capital with each of Dongfeng’s overseas business operation units, plan the export products, plan overseas markets, establish a unified overseas image, and arrange overseas. business.
However, compared with the grand goal, Dongfeng Motor's current independent brand export sales are still far away. Statistics show that in the first half of the year, Dongfeng's export volume and export volume reached 36,300 vehicles and 528 million US dollars respectively, an increase of 26.22% and 19.04% year-on-year. To achieve this goal, it means that the annual growth rate of Dongfeng's overseas exports will reach 36% per year.
According to reports, as the third line of self-owned brand expansion, 70% of Dongfeng’s overseas strategy of 300,000 vehicles will be completed through 10 strategic markets. In these strategic markets, a full value chain subsidiary, a regional operations center and a KD assembly plant will be built.
Big Autonomous Strategy: Dongfeng Motor "Three Lines"