Beiqi Fick frontier continued: brand confidence to be reconstructed
Recently, media reports, Beiqi Group and Fiat Chrysler Group (hereinafter referred to as FCA) to set up a new joint venture, the current progress of the negotiations between the two sides is expected to be completed in November this year, signing, but the new joint venture brand specific production of the product is inconclusive , But there is speculation that it is likely made Chrysler 300C and Dodge brand models.
At present, both Beijing and FCA has not yet made a clear response to the matter, but according to the current situation of the two sides of view, the possibility of cooperation between the two great. Insiders with internal contact with the Beijing Automotive Group, told reporters that the current progress of the project can still be basically the initial stage is finalized.
But just after the National Day on October 8, Premier Li Keqiang presided over the State Council executive meeting pointed out that in principle no longer approved the new traditional fuel automobile production enterprises. The remarks came out means that the future plans to launch in the Chinese market, and planning to build traditional fuel vehicles, new car brands and businesses will face difficult to get "car Zhunsheng Zheng" obstacles.
May this year, the media broke the news of the acquisition of FCA FCA rumors, and the current joint venture between FCA and Guangzhou Automobile mainly on the Jeep brand, including the main brand FCA Fiat and Chrysler are still in danger of the edge of the situation. Therefore, the industry commented that FCA in China to seek a second partner is also reasonable, but now the Chinese car market, how much space and time left to the Beijing Automotive FCA game one, will become the Beijing Automotive and FCA and behind the needs of investors Careful consideration of the key.
Quite "mysterious" color of the negotiations
After the annual National Day holiday, are a number of important industry regulations and regulations introduced or proposed time node. On the first day after the 11th day of this year, Premier Li Keqiang presided over the executive meeting of the State Council and put forward a basic point on the future development of the automobile industry. It was to further streamline government-approved investment projects, and decided to simplify the examination and approval of foreign-funded enterprises. , To create a better environment to expand and open up; at the same time clearly no longer approved in principle the new traditional fuel vehicle production enterprises.
This industry commented that the international mainstream of large multinational automotive groups or enterprises have been in China with a joint venture project, in fact, the new traditional fuel car business needs are very low, so the adjustment of the policy for the current China Automotive The impact of the market and not too much.
But for the media has just been exposed by the Beijing Automobile may be formed with the FCA a new joint venture, the adjustment of this policy may become a stumbling block to its final landing. The close to the Beijing Automotive Industry Group, told reporters on the Die Zeit, "the project has been talked about the same, at present only on the specific details are still open to question, although the current policy of this argument, but this project is not only just started to talk, is to On the eve of the results, together with Beiqi backed by the relevant departments of the Beijing municipal government, the project has been pretty close.
In fact, Beiqi and FCA both sides for the cooperation of the project is very low-key, and even some deliberately avoided. Time Weekly reporter asked the insiders of both companies, most people said that before the media broke the news that he did not know there is such a negotiation.
According to the media exposure of the news, the cooperation project team in the internal called BFC BAC group, the project team from the beginning of 2016 to prepare, was formally established on June 1, the project by the Beijing Automotive Group strategic planning department led the deployment of Liguo take the lead, deputy Minister Xu Limin and the original Changhe Automobile Deputy General Manager Liao Xionghui has been fully transferred to this project.
Beiqi passenger car staff on the Die Zeit admits, had heard that the establishment of this group, but do not know what to do work, combined with Beijing Automotive and Hyundai Motor had talked about the joint venture agreement, that is, the new BAIC Joint ventures are subject to the approval of the modern parties, so not many people think this is a new joint venture project.
Therefore, the outside world for the Beijing Auto and FCA talked about how long, specifically talk about what the content is not sure. FCA can only be based on the current development in China to infer the situation, Beijing Automotive and FCA on the content of the joint venture is likely to Chrysler and Dodge brand localization problem, after all, FCA hands do not have much resources can be used.
Chrysler, Dodge will be made
It is reported that in November the formal signing of the Beijing Automotive FCA joint venture will be to the Beijing Automotive Group and FCA 50:50 joint venture, the joint venture production base in Zhenjiang, Jiangsu, is expected to first domestic Dodge brand will be the SUV As well as part of the Chrysler brand models, 2017 medium-term first part of the imported models of sales. Data show that the production base in Jiangsu Zhenjiang Beiqi Group in 2013 to start the formation of the planned capacity is 300,000, that is, if the successful establishment of the Beijing Automotive FCA joint venture after the early production capacity can be protected as soon as possible.
For the joint venture, the joint venture company's sales channel model, the source said: "should be new, and the group affiliated enterprises are not associated." By the joint venture to form a new sales company to direct the Beijing FAW Chrysler joint venture in China Market channels and marketing practices to determine, Beiqi FCA reproduction of the possibility of Fiat and Jeep brand is very small.
For FCA, whether it is Fiat or Chrysler, are "second palace" brand, filed for the Chinese market and local partners in terms of understanding, not weaker than those of today's mainstream joint venture brands, but Whether it is Fiat or Chrysler, for the Chinese market has a lack of understanding and hastily performed.
Like the previous Nanjing Fiat and later Guangzhou Fiat, Fiat brand influence in the Chinese market is not even the actual joint venture brands are not the second line, and its product sales need more "Ferrari" name to "help" consumer awareness Brand. Coupled with the degree of localization of Fiat products is not high enough, and the "second palace" after the hope of a sensation in mind, making the Fiat brand has been tepid, and Chrysler also had with the Beijing Automotive Group had a period of cooperation , As has the Beijing Benz - a small piece of Dyke, Chrysler in the joint venture made on the part of the sense of presence is not high.
As we all know, rough, heavy and fuel consumption high pure car has not been able to become a major element in the Chinese automotive consumer market, which also led to Chrysler's personality in addition to the nature and nature of the Jeep brand can have a certain amount of recognition, Other brands such as Chrysler and Dodge brand, sales performance can be used to describe negligible.
The joint venture is not really a problem
Chrysler may be due to previous cooperation with the Beijing Automotive Group, so early this year began negotiations, with less than 10 months to basically finalized, indicating that the two sides of each other's recognition, and the prospects for the project are More optimistic.
For Chrysler, Dodge brand will be made of the news came, not only in the industry talking about, even the Jeep owner forum has a lot of owners to issue their own voice. There are remarks that, although from the consumer's point of view, Chrysler and Dodge brand is a good thing for consumers, eliminating import tariffs, manufacturing costs factors, the price of the product will be more affordable, but the Chrysler and Dodge brand The selling point is that this is the two large-displacement naturally aspirated world famous brand, its variety of classic products are more than 3.0L naturally aspirated engine, which is currently the mainstream of the Chinese market, small-displacement turbocharged There is a big difference.
Beiqi FCA then need to consider how to adjust and positioning their products, after all, more than 3.0L displacement in the Audi, Mercedes-Benz and BMW product line forces are selling the series. Plus Fiat and Chrysler are previously experienced a failed brand, local investors and dealers confidence in its brand is obviously inadequate.
Analysts pointed out that the industry, FCA has always been a weak and weak joint multinational corporations, to seize the Chinese market this straw is understandable, coupled with the Guangzhou FAK's project performance this year to achieve rapid growth, FCA Perhaps to see the hope of revival, so cooperation in the negotiations will appear to be more quickly.
From the current industrial policy attitude, nature is no longer support the new traditional fuel car joint venture projects, but the Beiqi FCA seems to be able to bypass the policy of regulation, such as its production base already started in 2013, not "new". Therefore, Beiqi FCA fruit is likely to be about landing.
Then the white-hot competition in the Chinese auto market, the traditional old-line second-line joint ventures are gradually shrinking and declining trend, for the FCA, the brand influence on the weak, Beiqi FCA will rely on what way to run out of 300,000 capacity, Will be the Beijing Auto and FCA really need to solve the problem.
