Dongfeng Renault is getting faster and faster.
Recently, the reporter learned that Dongfeng Renault plans to take the lead in domestic production of Captur, which will be introduced into Renault's sales channels in China in November this year, while domestic Captur will be listed around 2016. It is understood that Captur is a small SUV based on the Nissan-Renault Alliance B platform.
For Dongfeng Renault, who has gone through a long nine-year joint preparation period, the current joint venture project is obviously not easy. Therefore, in view of Dongfeng Renault’s president, Dae Yee, in addition to preheating domestically-made models, Dongfeng Renault must first establish a “bridge†between imports and domestic products before the market officially starts in 2016.
Matchmaking: “When Dongfeng Renault officially enters the market in 2016, it will focus on the needs of Chinese consumers.†In an interview with the reporter, DAIYE said that the emphasis on driver perception is different from that of European and North American markets. Pay more attention to ride experience. Therefore, Dongfeng Renault domestic models will adapt to local conditions.
According to the previously announced joint venture plan, Dongfeng Renault has a total investment of 7.76 billion yuan and an annual production capacity of 150,000 vehicles, which is expected to be completed and put into production this year. Dongfeng Renault's first domestically-made model selected Captur, the most sought-after SUV model in the Chinese market. “SUV models may not be able to be listed on the global market at the same time, but Renault will bring the best things to the Chinese market.†Dan Yee said that Dongfeng Renault will gradually incorporate sedan products into the domestic system based on the SUV. Come in. In the future, models including Koley proud, latitude, landscape and storm will be included in the Dongfeng Renault joint venture system for domestic production.
Right now, it is nearly two years before Dongfeng Renault officially enters the market, and Daewoo believes that Dongfeng Renault has enough time to do a good job of domestic preparatory work. "First of all, it is necessary to build Dongfeng Renault's factory. Dongfeng Renault will produce engines and complete vehicles at the same time. At the same time, it will also develop two new models." Dan Yee said that from joint ventures to domestic models to enter the market, Dongfeng Renault It can be described as starting from scratch, and the immediate task is to put "the bridge in the middle" on it.
According to Renault's plan, through the integration and optimization of channels and the active introduction of new products, it will achieve the sales target of 40,000 units in 2014 and build 150 authorized dealer stores by the end of 2015. In Dongfeng Renault’s view, establishing an independent marketing system from scratch is undoubtedly a difficult process, and adopting a merger model with Renault (China) channels can save both financial and material resources, as well as time and costs, while also enabling the realization of imported vehicles. The strategic synergy of domestic cars.
Reflect on history <br> <br> In fact, as a domestic joint camp, "latecomers", Renault in the cross-car prices have been "lose ground" in the current market in China, re-enter the Chinese market through joint ventures, indeed, make the industry for its future The prospects for development hold a sweat.
“In 1993, Renault had established a joint venture of commercial vehicles in China, Sanjiang Renault. However, due to the inadequate development of the market segment at that time, the joint venture project failed to succeed. Now, Renault has re-found the joint venture partner. Moreover, the joint venture between Renault and Dongfeng has also received the support of the Chinese government. We also have confidence in the future development of Dongfeng Renault.†Danye is frank, in the past joint venture experience, both Chinese and foreign parties have some problems, but now these are "."
According to the industry, Nissan’s development in China is an example of Renault’s global alliance. “Dongfeng Nissan is not the first car company to enter the Chinese market, but its current development trend is good.†D&C believes that whether it can achieve better performance in the Chinese market and whether it enters the Chinese market during the golden era is not a concept. . On the contrary, Dongfeng Renault can learn from past failures and can use some of the early development resources of Nissan and Renault (China).
"For example, ten years ago, the joint venture partner Dongfeng had little experience in joint ventures. At the moment, Dongfeng has established joint ventures with auto companies such as Honda, Nissan and PSA. It has a lot of industrial resources and also has extensive experience in joint ventures. These will all become the basis for the follow-up development of Dongfeng Renault," said Da Yee.
With the follow-up suspense <br> <br> formally approved Dongfeng Renault joint venture, Renault secondary layout in China to be implemented. However, Renault has not been very eye-catching in the Chinese market for a long time, and its brand status has been marginalized. Therefore, whether Renault can quickly gain a firm foothold in the domestic market through domestic projects still faces enormous challenges.
According to the development plan of Dongfeng Renault, the annual production capacity of 150,000 vehicles will be rapidly formed by 2016, and the production capacity of the second phase will also be planned to be 150,000, and the products of cars will be gradually imported to realize domestic production. "The first phase of the production approval department approved only 150,000 vehicles, and the problem of capacity expansion can be interpreted as a policy limitation. The follow-on Dongfeng Renault will gradually expand its production capacity to 300,000 units, or even 750,000 units," said Da Yee. The domestic auto market is shifting from an emerging market to a mature market, which is a good opportunity for Dongfeng Renault. Dongfeng Renault hopes to quickly become a domestic mainstream joint venture company within 3 to 5 years, making China Renault the world's largest single country and market segment sales.
However, some analysts believe that the first-line automobile market that has a certain degree of recognition for Renault's imported cars is almost saturated. In the second and third tier markets, Renault’s brand influence needs to be improved. Therefore, after being made in China, Renault may rely on the network of the second and third tier markets to open up the market, which will also be a major test for Renault Renault.
Judging from the current situation, the story of Dongfeng Renault's second joint venture has begun to "begin." Before officially entering the market, Dongfeng Renault has also stepped up its efforts to “make up†classes at various levels, including models, channels, and marketing systems. However, whether the follow-up can “write up†Renault’s new joint venture story in China will continue to test the industry and Dongfeng. Renault's wisdom.