At the Shaanqi Micro-vehicle Business Meeting at the beginning of the year, Shaanxi Automobile's General Manager Ma Guoqiang revealed to dealers that the company is about to launch SUV products and the related prototypes will be unveiled at the annual meeting. However, in the past half a year, in addition to some product name-raising activities, there was no more audio, which increased suspicions. So before rumors, Tongjia or in the production of SUV for a company in Guangdong.
In recent years, Shaanxi Automobile Group has vigorously supported its micro vehicle business segment, Shaanxi Tongjia Automobile Co., Ltd., with its intention to expand its strategy map and get rid of heavy truck reliance. The overall growth of the auto market in China has been slowing down, and the SUV has been slowing down. In the situation where there is a good view of the landscape, there is great hope for the SUV. In that case, how can we be satisfied with branding and “doing wedding dress for others�
Preparing the reporter to call Ma Guoqiang and Tong Jia, deputy general manager of Xi Yong, the former refused to interview because of business trips, while the latter denied the label. "The actual situation is that we have purchased Guangdong Foday's SUV technology platform, through technological improvements and upgrades, and then launch our brand, because the cost of independent research and development is too long, the cycle is too long."
It is understood that Guangdong Fodi is a private automobile manufacturing enterprise in Foshan, Guangdong Province. The vehicle production is mainly based on pickups, SUVs, and SRVs. In terms of scale and technology, it belongs to an unknown category in the industry.
Some analysts believe that choosing Fodi's technology platform at this level should be mainly due to cost considerations. If Shaanxi Automotive intends to make a difference in the SUV market, technological upgrading will become the key.
However, as far as technological upgrading is concerned, Xi Yong is reluctant to talk about it. He only said that he will uphold the "quality of military vehicles," and "quality of military vehicles," and it is also a must-have language for all the products advertised by Shaanxi Automobile Group.
From the high-profile announcement at the beginning of the year to the subsequent absence of any information, greater resistance may come from the Ministry of Industry and Information Technology.
According to the official website of Tongjia, in the previous March, the Ministry of Industry and Information Technology of the Ministry of Industry and Information Technology had conducted an investigation to the Shaanxi Auto Group and gave explanations and guidance on technical audit issues. Xi Yong also frankly stated, “It is now a critical period for the preparation of the SUV for listing. In August, the Ministry of Industry and Information Technology will send another person to the company to conduct vehicle model qualification review. Only after the results of the audit are published will it be elaborated.â€
According to sources inside Tonghua, the mass production plan for the company's SUV has been basically established. In 2013, it plans to produce 30,000 units, and the price is probably set at the range of 90,000 to 150,000. The fuel consumption per 100 kilometers is about 9 to 10 liters.
As for the name of the SUV, no further information has been announced since the call for the campaign. However, some netizens had previously ridiculed it. It was suggested that the Shaanxi Auto Group's SUV named “Lu Shiâ€, meaning that the Chinese version “Land Tigerâ€.
It is the selection of the most domestic SUV brands for the supply of Shaanxi Automobile SUVs with a price range of 90,000 to 150,000 yuan.
It is reported that China's SUV market, more than 200,000 were basically occupied by the Japanese, 13-180000 is the main battlefield of the Korean SUV, 150,000 may be more difficult to break through the ceiling of its own brand SUV. The SUV market with a price range of 100,000 to 150,000 is relatively blank, and will be the fastest growing subdivided area in a short period of time.
However, according to current market information, brands such as Haval H6, Roewe W5, Na Zhijie, Beiqi B40, Huatai Baolig, Emgrand EX7, and Brilliance China SUV have already accounted for most of the 100,000-150,000 range. There will be severe challenges for new arrivals, including Shaanxi Automobile SUVs.
The good news is that foreign mature car market, the share of SUV is probably 15%, while the current Chinese auto market SUV's share is still less than 10%, consumers increasingly awakening personalized demand, will become the expansion of the domestic SUV market continues power.
It is understood that most of the SUVs sold are the second car in the family. Their space, ability to pass, the unfettered concept of car life passed, and the stylish or wild appearance make home consumers flock. The “80s†or even “post-90s†advocates of personality have gradually become the main car buyers and have become a strong audience for SUVs.
"In fact, the domestic SUV market has a large consumption space, but in the past we did not start this part of the market. The secondary car buyers have a relatively high level of consumption, although the SUV has high fuel consumption, high cost and other characteristics, but after some time everyone Understand that buying two cars is not as good as buying a SUV with multi-functional features, said Du Fangci, Assistant Secretary General of the China Association of Automobile Manufacturers.
Today, Shaanxi Auto has completed the construction of the first phase of the project, with a production capacity of 150,000 mini-vehicles per year for double shifts, of which 30,000 SUVs are expected to enter the market next year. In addition, new products such as single and double row trucks, dual-fuel vehicles, electric vehicles and pickup trucks are also the current direction of the Shaanxi Auto Group.
However, there are also rating agencies that, despite the growth of Shaanqi Microcars, “the company’s follow-up capacity expansion scale is large, and it is expected that the release of production capacity will face enormous market pressure caused by the industry’s overall capacity expansionâ€.
It is understood that the latest proposed goal of Shaanxi Automobile Group is that in addition to Shaanqi, the “new business†of medium-light trucks, buses, mini-vehicles and other revenues will exceed RMB 30 billion by 2015. Specifically, by 2015, Shaanxi Automobile Group will produce and sell 100,000 light trucks, 300,000 mini-vehicles, and 15,000 large and medium-sized passenger vehicles. Together with spare parts sales income, it will achieve a sales revenue of 31.5 billion yuan and a profit of 850 million yuan. Mini-vehicles entered the top 5 industries, medium and large-sized passenger cars entered the top 5 industries, and medium- and light-duty trucks entered the top 10 industries.
In 2011, the actual value of this "new business" was 3.58 billion yuan.
Among them, Shaanxi Automobile's micro-vehicle business segment has produced and sold more than 10,000 units of Shaanxi Auto's homes in 2011 with sales revenue of 324 million yuan. As for the Auschute and other medium- and light-duty truck companies that have undertaken the Shaanxi Autobus business, their revenue capacity is also not outstanding.
The goal may seem remote, but in fact Shaanxi Automobile also has an unrelenting "difficulties."
According to the latest news, in order to resolve the long-standing equity war of Shaanqi Group and Weichai Power, Shaanxi has formally put forward the plan to continue the separation of Shaanxi Automobile Group and enter the actual operation procedures.
Specifically, Shaanqi Group will be split into two companies: Xin Shaanxi Automobile Group and Shaanxi Auto Industry, and will promote the latter’s listing. “This is the first step in achieving the listing at the end of 2013 in accordance with the SASAC requirements.†Shaanxi Automobile Group revealed.
The representative of Shaanxi Auto Industry is exactly the above-mentioned “new businessâ€.
Obviously, in the coming few years, the mini-vehicle business including SUV will become one of the important weights for the listing of Shaanxi Auto Industrial.
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