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In the cooperative relationship with PSA, Changan has once again become a "lost person."
Recently, Dongfeng Motor Group Co., Ltd. formally announced that it will take a 14% stake in the Peugeot-Citroën Group (hereinafter referred to as PSA). As the dust settled on this matter, the future development of Changan PSA, a joint venture between China Changan and PSA, has caused concern for the industry. .
“The outsiders think that Chang’an PSA will be overwhelmed by Dongfeng’s pressure in the future. After all, the Dongfeng shares the PSA acquisition and there is the will of the Chinese government. At the government level, they do not want to see even greater conflicts with Dongfeng and Chang’an, which are central enterprises. "China Chang'an told reporters.
Although Changan side does not want to admit that outside speculation, Changan PSA will face “unbalanced†situation in terms of vehicle models and technology introduction. Under this background, how does Changan get more PSA support to promote DS brand? The development of Changan Automobile (China Chang'an Subsidiary, 000625.SZ) has undoubtedly become a difficult problem for Changan.
Changan PSA frustrated <br> <br> actually throw the "ball", at the beginning not just want Dongfeng "removal."
On February 19, a person close to China Chang'an revealed to reporters that after PSA entered crisis and sought to find a strategic partner, China Chang'an actively responded to the relevant research, when Xu Liuping, chairman of China Changan, also went to the Ministry of Industry and Information Technology. Minister Miao Wei reported. According to relevant sources, Changan China hopes to participate in the acquisition of PSA shares together with Dongfeng Motor. China Chang'an holds approximately 8% of its shares, which is lower than Dongfeng Motor’s shareholding. This is also the recommendation of the Ministry of Industry and Information Technology, including the Ministry of Industry and Information Technology. Support, but because the French side did not want to see the two Chinese companies enter the PSA, it eventually made the idea of ​​China Chang'an fail.
"Dongfeng shares PSA, will inevitably affect the Changan PSA, PSA resources in the future will inevitably be more inclined to the east wind, Changan PSA now looks more like a chicken." Zhang Zhiyong, well-known commentator in the automotive industry, said the Dongfeng into the PSA After that, it will first consider how to integrate the resources of PSA so that PSA can develop better in China. He believes that Dongfeng Motors, which has the right to speak in the PSA, may influence the decision of PSA's development in China and further concentrate Peugeot and Citroen's resources on Shenlong Motor, thus allowing Changan PSA to further step down.
It is not worrying about such worries. Previously, after China Changan fell in love with Volvo, it had brought a certain negative impact.
In 2009, when the joint venture partner Ford decided to sell Volvo due to the international financial crisis, the Corps Group (China Chang'an Parent Company) had discussed the feasibility of acquiring Volvo, but at the time it also proposed a plan to reorganize Hafei Automobile and Changhe Automobile. Abandoned the riskier acquisition of the Volvo program. After Chang’an gave up, the price came immediately: As Geely’s acquisition of Volvo was completed, the OEM’s production contract with Ford Motor Co. and Volvo Cars’ production of the Volvo S60 was suspended. The Volvo S60 production team that had been formed at that time was forced to Dissolution, and Changan's willingness to win high-end car production resources through the S60 has not been achieved. Lost Volvo S60 foundry, announced Changan Automobile's Changan Ford's history of Volvo's OEM production is basically declared final. At present, Volvo only has a S80 model that is still manufactured at Changan Ford, but it has little significance.
Regarding concerns about Chang'an's PSA development prospects, people close to China Chang'an said: “For PSA, the most important thing at present is to reverse the loss situation. If Changan PSA is suppressed, it will invest 8.4 billion yuan in Chang’an PSA project. It will also become a burden for PSA and even Dongfeng Motor. In this case, Dongfeng Motor should consider the overall situation and let PSA's two joint ventures in China achieve good development to jointly expand its market share in China."
Hanging DS
In fact, before Dongfeng took over, Changan PSA has been expecting to introduce the Peugeot brand and the Citroen brand to achieve greater cooperation potential, and to "back-nurture" Changan's own brand model development. Prior to the PSA executives have said that PSA will not rule out the introduction of Peugeot and Citroen brand into Changan PSA production. However, after Dongfeng Motor's shareholding in PSA, even if Dongfeng Motor does not adopt the practice of suppressing Changan PSA, it will not agree to import brands other than DS brand in Changan PSA.
In the context of Dongfeng's entry into the main PSA, the current problem faced by Changan PSA is how to make the current key piece, the DS brand, open the Chinese market as soon as possible.
In June 2012, Changan PSA announced that the DS5 and DS4 models were officially launched in the Chinese market with imported vehicles. In September 2013, the domestic model DS5 was officially launched. However, after a few months have passed, the sales of the first domestic-made model DS5 is still climbing. According to data from the National Passenger Vehicle Market Information Association, in December 2013, DS1 sold 1,271 units and sold 2,260 units in total in the year. In January 2014, the production and sales bulletin issued by Changan Automobile showed that the DS5 output was 930 units and the sales volume was 950 units.
Earlier, Cai Jianjun, vice president of Changan PSA, once stated: “We initially positioned the DS between the traditional top three (BMW, Mercedes-Benz and Audi) and mainstream brands, competing with Volvo, Infiniti, and Yangge brands. We hope that When consumers choose the second camp luxury brand, they can think of DS at the first time.â€
According to the target previously set by Changan PSA, the DS5 model will achieve a sales target of 20,000 units in 2014. In 2014, the overall sales volume of Changan PSA will reach 50,000 units, but from the perspective of Changan PSA insiders, this target is somewhat higher. difficult. According to the production plan disclosed by Changan PSA, in addition to a DS5LS listed in March this year, Changan PSA's first SUV will be available in the fourth quarter.
Some industry experts believe that if the DS5 is difficult to reach 20,000 vehicles, it will be difficult for the SUVs that will be listed in the fourth quarter to bring sales impact to Changan PSA. With Changan PSA's starting in China not going well, the 2015 DS brand's goal of reaching 200,000 sales in China and occupying 3% of the overall market share is even more challenging. For questions from the outside world, Changan PSA did not respond to reporters.
In addition to the challenging sales target, there is still more trouble for Changan Automobile. At the end of 2013, Changan Automobile officially took over the Changan PSA from its parent Changan, China. On February 15, 2014, an announcement issued by Changan Automobile showed that if Changan PSA contributed less than RMB 125 million to listed companies in 2013, the return on investment for listed companies in 2014 was less than RMB 175 million. China Changan Automobile Group Co., Ltd. promised to make up the difference in cash. At present, the performance of Changan PSA has not been formally disclosed in 2013. However, as can be seen from the announcement, if the PSA of Changan continues to be in a loss state in 2015, China Changan will not bear responsibility for the loss. The impact of the loss will directly affect the development of Changan Automobile.
Under various problems, Dongfeng Motor, which will soon become a PSA shareholder, will obviously bring about changes to the development of Changan PSA. In the future, apart from strengthening communication with PSA, China Changan needs to develop more consensus with its competitors Dongfeng Motor.
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