Since cars began to enter the homes of ordinary people, China’s auto market has always had its own characteristics.
Due to inherent factors such as large differences in regional demand and different economic development, compared with the global market, whether it is the earliest need to meet the general demand of “four wheels + a sofa”, or now for environmental protection to develop a new energy industry, “cars can not be left” and pay attention to intelligent experience, the automobile industry always has a specific logic of Chinese-style development.
For this reason, no one can deny that the tastes of Chinese consumers are always so unique, not to mention whether “Chinese Special supply cars” plays an important role in the expansion of joint ventures.
As for the joint venture car companies, from the previous launch of cheap Chinese models to the emphasis on forward-looking territorial research and development, with the continuous education of the market, this change seems helpless, but it has to make people feel that this is the epitome of the trend.
To put it bluntly, when China’s auto market no longer leaves room for everyone to develop, to be soft to the market, or to plant some seeds for its own future, no company can exercise restraint.
The so-called brand tonality has to be reshaped in this shock.
Mazda EZ-6, Toyota bZ3X, Lingzhi L these new cars do not hesitate to abandon the original way of thinking, in the final analysis, in order to help their brands survive in China.
At the beginning of the transformation of the industry, large joint ventures always thought that as long as the troubled times passed, everything would return to the inherent development track of the market.
But who would have thought that the cruelty of the market has exceeded most people’s imagination.
Electric products enter the market is depressed, consumers do not give face negative evaluation, in addition to re-examine the logic of transformation, but also force them to learn the way Chinese car companies play.
In 2014, the departure of Mitsubishi, Jeep and other brands has gradually gone unnoticed, which means that the growth of the market is no longer around joint ventures.
In the context of the overall rise of Chinese cars, we still hope to retain China’s joint venture brands, and what we can do is to completely turn to China.
In terms of fame, localized car-building means to backtrack, but in the current market situation, this is almost the only way to fight Chinese cars.
China’s special supply has a long history, and according to the data, it is a long time ago that it is related to the delivery of the old and the new in the Chinese car market.
In August this year, no matter how many car companies were tired after fighting a price war for more than half a year, of the 2.
154 million new passenger cars wholesale in a single month, compared with 1.
44 million independent new cars shipped, the wholesale volume of joint venture brands dropped to 460000 compared with the same period last year.
It will only make it clearer to the outside world that some trends cannot be stopped.
In individual vehicle segments, or in some regional consumer markets, the control of joint venture brands is still full.
In the perception of most consumers, mainstream products at all levels, such as Lanya / Xuanyi / Carola, Passat / Maiteng / Camry, have not been pushed to the edge of the market because of the emergence of a large number of new cars, but even so, in the long run, for all joint venture car companies, it is urgent to change for Chinese consumers.
For a long time, the slogan “in China, for China” has been shouted by the major car companies.
Based on this original intention, in order to meet the needs of Chinese users, to come up with some different products has always been implemented by everyone.
However, unlike the current market test for enterprises, the changes made in one period have the background of a period.
in the first decade, the immature Chinese car market and the simple demand of consumers made many joint venture car companies think that it is not only reasonable to lower the cost of building cars, but also the most suitable approach for the physique of “Chinese babies”.
At that time, the name “special car” more or less had some helpless or derogatory meaning.
With the re-differentiation and expansion of the market, even around 2012, the joint venture has reached a point of near madness on the topic of how to build cars for China.
Siming, concept, Zhenuo and other new brands born as a result of the word “joint venture independence” are striving to bring cheap and high-quality products to consumers.
But it is clear that, just like the wave of new forces in the next few years, when someone underestimates the sense of the boundaries of China’s car market, these actions that are not destined to move forward as originally intended can lead to a good result.
Joint venture brands such as Tianyue, Langshi, Vernon Hua, Shouwang and Kai Li, which have not yet been unveiled, are directly stillborn, which shows that once consumers see through those precautions, no one can regard “fooling consumers” as the main business of a brand.
When the time goes to 2024, on the one hand, we see the joint venture brands continue to sell their positions, and on the other side, we are deeply aware that they are very reluctant to give up.
Who dares to say that those joint venture brands that have finally made it through the turbulent period will turn a deaf ear to things outside the window and promote their own electrification transformation step by step.
To put it bluntly, after Mazda chose to learn from Changan and no longer stubbornly promoted its own electric charter, Volkswagen, Toyota, Honda and others also turned around to build cars with the Chinese side of the joint venture to face Chinese consumers.
the arrogance that once belonged to these companies should also be abandoned.
Chinese consumers need car companies to be able to tailor their products.
” Yes, this topic always runs through the development of the car market, and if we take this as a guide, not to mention how unconventional today’s actions are, since every joint venture company urgently needs to put the position of the Chinese market in its own global version, it is inevitable to finalize the timetable for the complete Sinicization of the transformation as soon as possible.
It is not necessary to underestimate the joint venture, that is to say, the joint venture company really cannot produce a good electric car? Not necessarily.
The reason why we have come to this day is that there is an irreconcilable contradiction from the very beginning of the deviation of the car-building concept.
SAIC Volkswagen chose to postpone the ID.
7S project, which is the best proof.
Nowadays, users increasingly regard “cars only can not drive” as the demand to buy electric cars in the new era.
This is already a fatal blow to the joint ventures, which in turn can give a whole new proposition, only to thoroughly use Chinese power to tinker with electric products that can really make Chinese consumers pay for it.
What is the impression of Chinese users on joint venture electric vehicles in the past two years? Some people say that the word “miscellaneous brand” can well sum up the current living situation of these cars, but what I want to say is that these electric cars, which continue to be created by conventional thinking, are just misplaced in the consumer market.
When China’s car market is full of autonomous electric cars with intelligent selling point and full emotional value, anyone will want a car that will onlyReplace the engine with a conventional gadget for electric vehicles.
, Of course, it is precisely because of this that from the beginning of 2023 to the present, no matter how you excuse joint venture brands, most of them have become typical examples of public criticism and transformation failure.
Should I leave or stay? We don’t have to doubt this question.
Except for the Chinese subsidiaries of the Stellantis Group under Tang Weishi’s power, almost all joint ventures have publicly stated that they will insist that the China market will not relax.
There are even people like Volkswagen who choose to directly invest in new forces in China and play a trick of “borrowing their belly to give birth to children.
” One thing to say is, when it comes to the level of electric vehicles built by China car companies, whether it is from intuitive manifestations such as market feedback, or from abstract actions such as the EU’s finalization of outrageous tariffs on China electric vehicles entering the European market, we can clearly see the gap between these products and similar models launched by joint venture brands.
In this way, after years of market influence and as China consumers complete the fission of their own needs, there is no reason for the joint venture company to act arbitrarily.
From Toyota joining hands with China companies such as BYD, GAC, and Huawei to cater to users, to Honda’s choice to release a new electric brand for the China market, Ye, and other similar behaviors, we can even say that the joint venture brand has now woken up.
As a bystander, the outside world must know that making such a decision must be much lower than the cost of providing special vehicles back then.
However, the underlying logic of making cars locally is completely different.
In other words, at another point in 2024 when market differentiation intensifies, the joint venture company is not as indifferent as public opinion suggests.
Before the National Day, Mazda EZ-6 and Dongfeng Honda Lingxi L fired the first shot of Fuxing.
Maybe they are not that eye-catching in the huge new energy vehicle market, but they also actually set a banner of counterattack for all joint venture brands in the entire market.
Looking at the achievements in the past few months, it is true that the market penetration rate of independent brands has exceeded 50% several times.
Strong new forces such as Ideal, Wenjie, and Xiaomi have even staged a full-scale military campaign, vowing to market segments at all levels.
Complete the delivery of the right to speak.
But to be honest, China’s automobile market is really too big.
Although the joint venture woke up a little late, you should know that relying on the advantages of its own supply chain, the subtext of the joint venture’s choice to completely Sinicize is to abandon the past that always took care of the global market.
Feeling of evolution, and then when faced with the iterative pace of China’s automobile market, we can move forward without hesitation.
By then, after maintaining the same quality, same price, and same car experience, a new atmosphere may arise for whom consumers will vote.
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