Autohome's crash test has opened up a new situation in the confrontation between China's own brands and joint venture giants.
Each OEM is showing off its own unique skills and working hard to prove its own capabilities, while other companies cannot.
As the biggest promoter of this matter, Nanshan Group has begun to discuss other matters internally.
"Mr. Cao, the development work of Xingchen 2 and Xingchen 3 is now on the right track. The development of Xingchen 2 has been completed, and there is only some finishing work left for Xingchen 3."
"The new model project team discussed it and decided whether they could consider starting the development of Xingchen 4 so that our new model project development team can maintain an efficient development state."
In the past year, the team of Xingchen Automobile Research Institute has continued to grow and develop. The personnel engaged in R&D work in the entire Nanshan Group account for about 30% of all personnel.
This ratio is definitely high.
To maintain such a large number of R&D personnel, the number of related projects must not be small.
For Xingchen Motors, it is necessary to introduce several new models.
According to Rao Yongxiang's idea, it is almost possible to add an SUV and a sedan.
It's best to have a model that can support sales.
"Now the competition between domestic independent brand car companies and joint venture car companies has become a lot more intense."
"Although we are mainly targeting Volkswagen now, it will definitely affect our cooperation with other car companies such as Ford Motor and General Motors."
"In this case, in addition to promoting the development of independent brand car companies, it is also necessary for us to increase Xingchen Auto's own sales."
"Otherwise we will always have difficulty getting rid of the situation of being led by the nose."
"Although the relationship between independent brand car companies and us is very good now, in the future after their own technical level improves, they will definitely have some other ideas."
"You are Party A, and sooner or later you will return to the status that Party A deserves."
Zeng Tingting also added next to it.
The Nanshan Group's ministerial meeting is held every week.
This occasion is an important opportunity for various departments to communicate on cross-department projects or company projects.
Obviously, Zeng Tingting and Rao Yongxiang had talked about new models before.
I even mentioned this topic to Cao Yang.
It's just that today it's officially brought up for discussion.
"In the next two to three years, the auto parts business should continue to grow."
"But in three to five years, independent brand car companies, whether it is BYD, which has a close cooperation with us, or Changan Automobile, which only started in-depth cooperation this year, will definitely find a way to produce their own engines, at least in the engine business."
"Some other large and important parts may also be produced by ourselves."
"I heard that BYD has established two new business units internally, specifically responsible for the research and production of auto parts."
"So it is indeed very important to increase the sales of Xingchen Motors as soon as possible so that a virtuous cycle can be formed within our group."
As the general manager of Nanshan Engine, Cheng Tao is obviously worried about the future.
For ordinary ESP and other parts, Nanshan will definitely benefit from the increase in sales of independent brand car companies.
But the engine is hard to say.
Among all the businesses of Nanshan Group, the engine business may be the most vulnerable to impact.
Even for the gearbox business, due to the higher technical threshold, there will not be much impact in a short period of time.
The engine is different. If it cannot even produce engines, it will always give people the feeling that this OEM is not strong enough.
This is also the component that all OEMs care about most.
"Judging from our recent procurement dealings with various OEMs, there has indeed been a subtle change in everyone's attitude towards us."
"This change has both good and bad aspects. There is indeed no harm in our group making some internal preparations."
Zeng Tingting added further news.
The purchase of auto parts is a little different from ordinary items.
This is a long-term project that will last for many years.
Whether it is an early quotation or a later mass production supply, it is not a one-shot deal.
Therefore, the relationship between parts suppliers and OEMs is quite special.
Cutting also takes a certain amount of time.
"The development of new models itself is definitely not a problem."
"Now that everyone feels that the time is ripe, we should determine the positioning of the new model as soon as possible."
Naturally, Cao Yang would not have any different opinions from everyone on this matter.
In fact, he already had some big plans before.
It's just that there are some things that I didn't tell the people below so early.
Now that the people below have taken the initiative to propose it, it can be said to be an effort by everyone.
"In terms of model positioning, the sales department has also had some preliminary communication with the research institute."
Zeng Tingting glanced at Rao Yongxiang and then began to introduce him.
"According to the current market situation, sedans are still the mainstream, but the growth rate of SUV models is much higher than that of sedans."
"And for models of the same level, the price premium of SUVs is also very obvious."
"So for our next car, we think it is more appropriate to launch a five-seat SUV."
"Now, whether it's Great Wall Motor's H6, BYD's S6, Chery Tiggo or Honda's CRV, they're all selling pretty well."
"The performance of the BMW X5 is also relatively impressive around the world, and even the Porsche Cayenne is selling better than everyone expected."
"These are also important reasons why we propose that our next car be a five-seat SUV."
Zeng Tingting said while watching Cao Yang's reaction.
Although this topic was mentioned in front of Cao Yang before, it was not elaborated on.
She also gradually felt that Cao Yang wanted to hear everyone's thoughts on the new model planning.
Otherwise, she would not have raised this topic directly at the ministerial meeting.
"The launch of a 5-seater SUV model has no problem with its positioning."
"But how to define the competitors of this model and how to define the price range? Have you considered this aspect?"
Taking advantage of such an opportunity, Cao Yang also wanted to test the level of the company's senior executives.
Whether a car is successful or not is actually half decided in the early planning stage.
Just like if you plan a traditional feature phone five years from now, no matter how thorough your planning preparations are, the outcome will not be much better.
"We have also discussed this. The BMW X5 and Porsche Cayenne are our main benchmark models."
"However, we feel that domestic consumers still prefer larger cars. Under the same circumstances, making the car larger may make it more popular."
"For example, some models of Volkswagen and Audi have been launched in China as longer versions, which have been more successful."
"Even Mercedes-Benz and BMW will adopt this solution when they arrive in China."
"Our car is newly developed. Unlike theirs, it would be difficult to increase the length, width and height."
"So the sales department's proposal is that our SUV should be larger, longer and wider than the BMW X5 and Porsche Cayenne, and the starting price range should be around 1 million."
"Our low-end version can be equipped with the V8 engine we are studying, and the high-end version can use the W12 engine like Xingchen 2."
"In this way, in the future, we can form a high-end SUV model with the price range of 1 million to 1.5 million, or even 1 million to 2 million with Xingchen 2."
When Zeng Tingting said this, Cao Yang couldn't help but nodded.
This idea seems similar to my own.
Even Cao Yang has already thought about which car model the appearance of Xingchen IV will be based on.
If they regard Porsche as their main benchmark company, they will naturally follow Porsche's path, leaving them with nowhere to go.
Ziweixing has already occupied the position of the Porsche Panamera, and the Cayenne already has one.
But the Cayenne on sale now is anything but elegant in style.
I took the appearance of the Cayenne from later generations, enlarged the size appropriately, and made it a luxury top-end SUV with five seats.
By then, it will be able to form a similar front face style to Ziweixing, which will make it hard for people to say that Xingchen Automobile copied Porsche.
"There is no problem with this general direction."
"According to your plan, some chassis parts of Xingchen 4 can be considered to be shared with Ziweixing."
"In the future, we will slowly form our own model platform to further reduce the model development cycle and facilitate the launch of more models faster."
"I hope to launch this model as soon as possible in the first half of 2008."
"It would be best if we could advance it to the end of 2007."
The engine and gearbox basically require no development.
The rest is much easier.
The main reason is that Xingchen Auto now basically has experience in developing three models, and it will be much easier to develop other models.
"Judging from the current situation, the main development task next year is Xingchen 4."
"The development of Xingchen 2 and Xingchen 3, which are more technically difficult, has basically been completed."
"Presumably the development difficulty of Xingchen 4 will not be particularly high."
"Most of the parts, except for the size that needs to be adjusted, have a certain degree of sharing in other aspects."
"Under such circumstances, it is entirely possible to launch new cars by the end of next year."
Rao Yongxiang naturally needs to stand up and express his position at this time.
But this time he was more confident.
To a certain extent, Xingchen 4 is a smaller version of Xingchen 2, so it is naturally much simpler to operate.
"After joining the WTO, various foreign trade industries have developed very fast, and many small bosses have made money."
"These people also have demand for luxury cars."
"I think the market in this area will still be quite big in the future."
Zeng Tingting once again added her opinion.
"In recent years, most luxury cars have entered China, and the annual growth rate of luxury cars is higher than the average growth rate."
"Under such circumstances, we must make various marketing preparations for the Xingchen 2, which is about to be launched, and promote it as the flagship product of our Xingchen Motors."
After the general direction of Xingchen No. 4 is decided, there is no need to discuss the rest at this meeting.
And Star 2, which will be officially launched this year, has become the next protagonist.
"Mr. Cao, when it comes to Xingchen No. 2, we originally thought of using Wenquxing as its name."
"But after releasing this news in Autohome, everyone's response was generally not very good."
"After car home compiled and summarized the comments from netizens, it was suggested that we refer to the car name "Look Up" or "Xingkong".
"It seems like the name is more popular with consumers."
Speaking of Xingchen 2, Zeng Tingting immediately raised a question.
That's the naming problem.
A good name is still very important.
As the head of the sales department, Zeng Tingting has a more direct feeling about this matter.
"Looking at the stars?"
Cao Yang was stunned for a moment, but he didn't expect netizens to come up with these two names.
It seems that it is indeed better than Wenquxing?
"Yes, I think these two names are actually somewhat consistent with the company name of our Xingchen Motors."
"In that case, let's look up to Star 2."
"The remaining Xingchen No. 3 can use the name Xingkong."
Cao Yang agreed to Zeng Tingting's proposal without any particular hesitation.
Although she proposed it in the name of Autohome, the sales department must have reviewed it.
Otherwise, I wouldn’t have brought it up easily on this occasion.
However, Rao Yongxiang was a little depressed.
When changing the name at this time, they have to redesign the shape of the name as soon as possible, and then notify the supplier to produce the corresponding parts.
Fortunately, the difficulty of this part is not high, and it will not affect the model launch schedule.
"By the way, Mr. Cao, our sales department has prepared some special arrangements for our Xingchen 2 marketing campaign this time."
“Last year, we had a good combination of lights and robots.”
"This year we are going to change the model."
"In addition to the normal display at the auto show and media test drives, we would like to invite "The Same Song" to come over for the launch event and hold a special event for our Xingchen 2."
After Zeng Tingting put forward this proposal, everyone's interest immediately came.
At this time, "The Same Song" was at its peak of fame, and a lot of people watched every episode.
If it can really be done, the influence of Xingchen 2's listing activities will definitely be considered out of the circle.
"Mr. Cao, I think Minister Zeng's proposal is good and can be considered."
Rao Yongxiang first stood up and expressed his support.
"It is estimated that people in the district will prefer this method. By then, it will not only be our Nanshan Group's activities."
“Influence should really do it!”
Mi Ying is obviously very interested in such activities.
Cao Yang naturally had no objection to this.
Then I might be able to add drama to the event!
(End of chapter)
