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Fiat Auto in Italy faces an embarrassing situation in the Chinese market. The success of commercial vehicles and the frustration of passenger cars have formed a strange and striking contrast.
On January 17th, 2008, during the reorganization of Shangnan Cooperation, a new light-card product of the Yuejin brand - Ouka debuted at the conference center square in Jiangsu Province. Compared with the rapid changes that parent company Nanjing Automobile Group is undergoing, the downline of such a new car does not seem to attract much attention.
However, this new product, which has been hailed as "a further phase of progress in the "recommended" gene recombination project", reveals the embarrassing situation facing the Italian Fiat car in the Chinese market - the success of commercial vehicles and the frustration of passenger cars have formed. A strange and sharp contrast.
Those who participated in the off-line ceremonies on the day can feel that Oka, who is the protagonist of the event, seems to be not prominent in this event. The theme of the manufacturers is concentrated on the topic of commemorating the 50th anniversary of Yuejin Brand.
The Yuejin truck, which was born on March 10, 1958, was the first light-duty truck in China. It was awarded the title of "Yuejin" brand name by Zhu De. Therefore, Nanqi always liked it from then on even earlier in 1947. Begin talking about its history.
What makes this an interesting echo is that Fiat always likes to emphasize his long history. Founded in 1899, the “Turin Automobile Factory in Italy†has grown into the largest industrial group in Italy in the last 100 years, covering everything from passenger cars and commercial vehicles to agricultural machinery, construction machinery and spare parts. In 1978, Fiat Auto, a company independent from the Group, not only occupied half of the total revenue of the Fiat Group, but also the foundation of this huge group.
Ironically, FIAT, which is based on passenger cars, despite its 109-year history and FIAT, LANCIA, ALFA ROMEO, FERRARI, and Maserati (MASERATI) 5 well-known brands, but in the Chinese market, it lost to the commercial vehicle company with the door - IVECO company established in 1975.
Accompanied by the advancement of the South Cooperation, Nanjing Fiat and Nanjing Iveco, the two joint ventures established by the Fiat Group and the Nanjing Automobile Group, have ushered in a completely different fate.
Nanjing Iveco, with the reorganization of the South, found its own larger stage in the commercial vehicle sequence of SAIC Motor Corporation. In its factory area, a banner “Leveraging the trend of South cooperation and striving to build a world-class commercial vehicle company†is displayed, which shows a different kind of ambition than other enterprises of the Nanjing Automobile Group that emphasize “integrationâ€. .
This joint-venture commercial vehicle company that incorporates the Yuejin brand not only continues to maintain its leading position in the traditional advantage field of high-end light passengers, but also complements the product line with the leap in light trucks and Linye heavy trucks, and with the injection of Iveco technology, Yuejin brand Japan is reviving. Together with SAIC Iveco Hongyan, which was reorganized between Iveco and SAIC in June 2007, Iveco's partners in China are focused on SAIC's “big treeâ€.
In contrast, Nanjing Fiat has become the third automobile joint venture after Guangzhou Peugeot and Guizhou Lark, which will be the fourth in the new SAIC Group to transform Santana 3000 and reduce production capacity. factory. The fierce Fiat, the joint venture with Chery is still under negotiation. It is only possible to choose import sales as the first step to get out of the shadow of the joint venture. For this brand known as a small car, it is slightly expensive to import and sell. The way is doomed to be an emergency only.
The same Fiat Group and Nanan Automobile Group, if only because of the difference in passenger car and commercial vehicle products, does not seem to explain this outcome. What's more, since 2001, the rapid growth of the Chinese automobile market has been driven by passenger vehicles. Nanjing Fiat failed to catch the ride. Instead, Iveco moved from a single light passenger product to today's full coverage of light commercial vehicles. The full momentum.
Iveco and "Nanveco"
When NAVECO, an employee of Nanjing Iveco, referred to his company, he preferred the localization and Italians seemed to accept it. In fact, after Iveco sold 15% of India's Leyland shares in 2006, it increased the capital of Nanjing Iveco by 400 million yuan and will leap forward into the full revenue of the brand. Nanjing Iveco becomes the largest in Iveco and even Fiat Group in Asia. The automobile cooperation project is close to its Italian company Iveco.
In this way, it is not difficult to understand why Nanjing Iveco can claim to be NAVECO. Nanjing Iveco, one of the earliest joint ventures in China, took 10 years to test the water market in China, and spent 10 years laying himself in the high-end light. The position of the guest sector has finally achieved its position in China's commercial vehicle market through the integration of leapfrogging and South-South cooperation.
At the beginning of China's reform and opening up, China National Automobile Group was the third largest automobile company in China, but it also faced the difficulties of a single product and backward technology. Seeking external cooperation has become the natural choice for solving problems at that time.
When Rabin received the Italian delegation in 1983, he discovered that Fiat's products in Italy were advanced, and that Fiat had experience with the socialist countries. The Soviet auto industry was made with the help of Fiat. This turned out to be an opportunity to change the situation in the Chinese automobile industry at the time when it was "less light and less heavy and the number of cranes was equal to zero."
Since the beginning of the winter of 1983, both China and Italy have engaged in negotiations. The main pusher of the Chinese side is Rabin Bin, who is known as the founder of the Chinese automobile industry. In this sense, he can also be called the father of Nanjing Iveco.
After comparing with many companies such as GM, Ford and Citroën, Iveco was selected because of the favorable conditions provided. “Iveco's products are more suitable for China's situation, with advanced technology and economic advantages. The Italian side promised to give us Grants of more than 20 million yuan, while training Chinese technicians, managers and workers, in addition, the Italian government can also long-term loans with low interest rates more than 200 million US dollars." The former vice president Jianghua Jianghua recalled.
On September 12, 1986, the Chinese and Italian governments signed a formal agreement on the Iveco project, and Nanjing Automobile Group Co., Ltd. became a Chinese partner. According to the agreement, China and Italy will invest 800 million yuan in the form of technology introduction. Italian Iveco Company provides comprehensive technical support, and all series of technologies can be provided to the Chinese side and maintain the rolling development of the technological level.
On August 18, 1991, the technically modified A40·10 Iveco was the first Chinese-made Iveco light bus to go offline. As a result, light buses have appeared in the Chinese automobile market, and Nanjing Iveco has become synonymous with high-end light passengers.
By 1995, Nanjing Iveco entered a golden period of development, with an annual sales volume of more than 10,000 units, and no one could compete in the domestic light passenger market. At first, Iveco was worried that Chinese users could accept light passenger products with prices above 150,000. At this time, they discovered that they had entered a huge blue ocean market.
Rudi von Meister, general manager of Italy's Fiat Iveco China, recalled: “The fact proved that by 1996, the Chinese market not only digested our products, but the growth space was even greater. This ultimately gave birth to the birth of Nanjing Iveco. ."
In the end, Iveco and Nanjing Automobile Group decided to replace the technical cooperation started in 1986 with capital cooperation. On March 1, 1996, the two parties jointly invested 3.7 billion yuan to establish a joint venture company. Nanjing Iveco Automobile Co., Ltd. was established with a total investment of 3.7 billion yuan. The RMB, a joint venture between the two parties, each holds 50% of the shares, becoming the largest joint venture between China and Italy.
At the beginning of the joint venture, Nanjing Iveco set an industry story in which the joint venture was profitable that year and the investment was recovered in three years. By the time of the 10th anniversary of the establishment of Nanjing Iveco in 2006, a total of 200,000 light passengers had already been produced. The cumulative revenue and profits were 2.3 billion yuan and 2.5 billion yuan respectively. Even in 2006, Nanjing Automobile Group made use of Nanjing Iveco’s profit of 200 million yuan to avoid a full-scale loss.
With this achievement, Nanjing Iveco's concept of localization has played an important role. In fact, Nanjing Iveco is the first light-duty vehicle company with independent research and development capabilities in China. Backed by the technical strength of Iveco, the world-famous automotive design company including the Georgiaro Italian studio, together with advanced hardware and software facilities, undoubtedly provided a strong foundation for Nanjing Iveco.
An obvious example is Nanjing Iveco once again maintained its first-mover advantage with the implementation of State III emission standards. “We took the lead in launching the National III product in 2004 and withstood the test of oil inequality everywhere, reaching a high target of 200,000 kilometers of trouble-free operation. The mature performance became the key to the full volume of Iveco III diesel light passenger products. "Qin Junjun, Minister of Marketing of Nanjing Iveco said.
According to reports, Nanjing Iveco has a world-class SOFIM engine production line, using direct injection pressurization and intercooling technology and cutting-edge high-pressure common rail fuel injection technology to achieve ultra-dynamic power to meet the EU III emission standards. In addition to satisfying domestic demand, the products have been successfully exported back to more than 50,000 sets of engine assembly components from Italian Iveco to meet European standards.
Zhou Weili, general manager of Nanjing Iveco, stated that “In 2003, we introduced the Sophie III engine to China and launched China III products in China. Our national III products are not only environmentally friendly, but also have 8% lower fuel consumption than similar products. 10% can be said to be the most technologically advanced and most mature product in the State III products."
Yang Shuyi, deputy director and secretary-general of the China Combustion Engine Institute, once told reporters that the core technology used in clean diesel engines, the high pressure common rail fuel supply system, was originally developed by Fiat and Bosch.
The simultaneous introduction of Iveco's advanced technology has made “Nanweike†confident in the Chinese market. Peter Rehm, deputy general manager and marketing director of Nanjing Iveco Sales Co., Ltd., even more bluntly stated that “all the targets of the policies and regulations will be the enterprises in the industry average or the lowest level.†Iveco Nanjing That said, their position is obviously more than an "industry average."
Raymond also introduced that the price of Nanjing Iveco III products was higher than that of China II products by 28,000 yuan, but after three years of technical digestion, the gap has narrowed to 8,000 yuan with the increase in the localization rate. To 10,000 yuan. Compared with the industry's general expectation that the price of the National III product is RMB 20,000 higher than that of the National II product, Nanjing Iveco undoubtedly has the dual advantages of technology and cost.
In 2007, the Nanjing Automobile Group's Yuejin brand was incorporated into Nanjing Iveco. According to the then-general manager of Nanjing Iveco Lana, the acquisition included Yuejin’s light, medium, and heavy series and chassis subsidiaries. In addition, Yuejin’s former subsidiary The company that owns the shares is also included in it.
This also makes Nanjing Iveco once again become the focus of attention, a more complete product line, not only covers light trucks, light passenger cars, but also from the high-end comprehensive shop to the low-end, for its next step in the SAIC Group's role in the commercial vehicle plate The foundation.
"Nanweike" transformation
Since the establishment of Nanjing Iveco, the first Chinese person appointed by the board of directors to represent the foreign shareholder as the general manager of the joint venture company, Zhou Liang from Foton Motors, has experienced six months of Italian study and life, and has had a lot of insights on Nanjing Iveco's achievements.
“Nanjing Iveco has the rare 'Joint Venture Harmony' culture of joint venture auto companies in China. This is the precious wealth accumulated by mutual trust, mutual benefit and sincere cooperation between China and Italy in more than 20 years of cooperation. My appointment, and the accumulation of this culture Inseparable."
As mentioned earlier, after Iveco withdrew from the Leland Company in India, Nanjing Iveco became its focus in the Asian market. In Zhou Liang's words, he served as the general manager of Nanjing Iveco, in order to “promote the future developed by Iveco. China-centered global commercial vehicle strategy."
According to information provided by Iveco, due to different market capacity, its annual sales of light trucks in the European market are only 100,000 units. “In China, this market has nearly one million sales of light trucks each year and continues to grow.†Wan Yiyiyi The language broke Iveco’s ambitions for the Chinese market.
In addition, due to the demanding technical performance of commercial vehicle products, especially trucks, in the European market, Iveco has been committed to research and development of relatively high-end commercial vehicles, and it is still struggling to meet the needs of low-end markets. This leap into the brand's appetite for Iveco. In 2006, the volume of imports and exports reached more than 6,000 vehicles, an increase of 82.12% year-on-year. The major export destinations were North Africa and the Middle East.
Therefore, although the success of the high-end light passengers is conducive to the Iveco brand's reputation in China, the larger light truck market is also Iveco do not want to let go. So far, Iveco brand products have maintained a leading position in the country. However, due to positioning and demand, sales have always been limited, technology spillovers and surplus can not find a suitable carrier to intervene in the broader low-end market. This current situation also plagues Iveco's expansion of the domestic and international second- and third-tier markets.
As a result, the move from a domestic first-class light passenger vehicle enterprise to a world-class full-range commercial vehicle enterprise has become the established goal of Nanjing Iveco. The transformation of "Nanweike" is imperative.
In China's light truck market, it is still the world of Japanese technology. Despite the advantages of low cost and mature technology, China’s Iveco company, which is conceited by its technological advantages, has seen China’s continued stringent emission regulations and energy conservation and emission reduction policies. An excellent opportunity to enter the low-end light trucks.
In the more than one million light truck market, the share of independent brands exceeds 90%. The image of Iveco's brand of light passengers has been deeply rooted in people's minds. The existing small amount of short-head light truck products are also concentrated in the high-end and special-vehicle markets. How to open the door of this mega-class market as soon as possible becomes the most important issue that Iveco needs to face.
The solution comes from Nanjing Automotive's partner. On April 28, 2000, Nanjing Automobile Group Co., Ltd. was the main sponsor and Yuejin Automobile Co., Ltd. was established. The company is a state super-sized enterprise approved by the State Economic and Trade Commission and one of the largest commercial vehicle production bases in China. This brand, born in 1958, is both the original derivation site of the Nanjing Automobile Group and the “basis, mother, and cradle†of the “Nanjing Automobileâ€.
Yuejin is not only China's first light truck brand, but also a representative of China's light truck market. As of 2006, Yuejin's cumulative sales of more than 1.4 million units, established a long-term good brand reputation. The Yuejin brand has been awarded "China's 500 Most Valuable Brands" by the World Brand Lab since June 28, 2004.
Yuejin also has a perfect marketing and service system. There are a total of 335 Yuejin Monopoly points and 416 after-sales service points nationwide. Such a brand with a long history and a huge customer base is in line with Iveco's demand for further development of Nanjing Iveco.
Zhou Liang also emphasized: “The brand accumulation, user base, and manufacturing experience of Yuejin Light Truck for 50 years and the competitiveness of its products with high cost performance are both a 'gold mine' for Nanjing Iveco and Italian Iveco.â€
At the same time, the Nanjing Automobile Group's management of the Yuejin brand has also become increasingly difficult. The data shows that the Yuejin Automobile, which was incorporated into Nanjing Iveco, has long been on the verge of profit and loss. This also led to start focusing on the MG Group's Nanjing Automobile Group project, began to consider the retreat for the Yuejin brand.
The new batch of business segments of Nancha, represented by Wang Haoliang, also has a more open-minded outlook and awareness, not just “you and I are divided, but also difference between China and foreign countriesâ€. This provides the transformation of Nanjing Iveco. opportunity.
“I believe that independent innovation is in no way equivalent to making cars behind closed doors. Under the backdrop of globalization, we should have a more open vision and philosophy.†The open mind became Zhou Liang’s deepest assessment of Yuejin’s integration into Nanjing’s Iveco. “Many people are jumping When the brand merged into Iveco, they were worried about whether it was another independent brand that would be swallowed up. The fact is that the Yuejin brand will be complemented with the Iveco brand tree and its product resources, with the help of Iveco brand. The influence, international operation experience and strong international marketing network have entered the international market, which will greatly shorten the internationalization process of Leaping Brand.†Zhou Liang’s remarks are believed not to originate from his identity, after all, from Futian. Zhou Liang, the national brand for automobiles, still has a feeling of Chinese automakers.
Nanjing Iveco internal and external both sides of the good communication and cooperation and corporate culture, but also to Nanjing Automobile Group to leap forward to the brand of Nanjing Iveco more assured. Compared with Yuejin, the company's well-functioning Nanjing Iveco company, which has an annual profit of more than 200 million yuan, plus Italy’s commitment to inject technology and revitalize the Yuejin brand, will undoubtedly become the best groom in this “marriageâ€.
Rejuvenate
Against such a win-win situation, in September 2006, Nanjing Automobile and Iveco signed a deepening cooperation agreement. On February 6, 2007, Nanjing Iveco held the "Building a First-Class Commercial Vehicle Base Startup Conference," marking that Yuejin Brand officially entered the joint venture system. At the time, Lian Maurizio, general manager of Nanjing Iveco, said that the integrated Nanjing Iveco will be operated under the dual brands of “Iveco†and “Yuejinâ€, and Iveco will implant the international genes for Yuejin brand. Renew its brand value.
On June 26, 2007, Iveco's first phase achievement of "Gene Recombination" was fully implemented for the Yuejin brand - the new quality leap forward. The new quality leap forward strictly follows Iveco's European synchronization standards in the production and testing process, and is the first mainstream light truck built in China in full compliance with European synchronization standards. At the same time when the product was off the assembly line, the brand name “Yuejin New Quality, From Iveco†was officially launched.
On November 18, 2007, Yuejin III light trucks matching Iveco's engines were listed in Guangzhou. This is not only another result of the "Genetic Recombination" project, but also a ride on the National III emission standards. It marks the launch of Nanjing Iveco's full set of State III logistics solutions, which consists of Iveco Lightbus, Europa Light Truck and Yuejin Light Truck.
This was followed by the opening year of Nanjing Iveco in 2008 - Oka. This Italian Iveco led the design and production of new light truck products using Iveco production technology and testing standards. Compared with the previous two improved products, it was designed and produced. During the inspection process, more Iveco technologies were used, especially its powertrain. The core components including the engine and gearbox were fully equipped with Iveco products, achieving absolute European quality.
Oka was positioned by Nanjing Iveco as "China's first mainstream consumer affordable, affordable light truck in Europe", and achieved the first step in opening up the European market for Iveco's light truck market in China. In the face of the international market, Iveco's expectation of Oka is to enter the international mid-range market. Zhou Liang said: “Oka is an important force to consolidate the domestic market and enter the international market.â€
It can be said that with the off-line of Eka, it is a win-win road as originally envisioned to China and Italy.
“My main task is not only to maintain the steady development of the Iveco brand, but also to leap forward into the leap forward brand.†In Zhou Liang’s view, his Chinese identity is the best annotation of Iveco’s “China’s priority†strategy. “At present, Iveco has incorporated Yuejin brand into its brand series for management and planning. Yuejin products have become a member of Iveco's product line.â€
Iveco continuously implants Iveco's “genes†on Leaping Products to continuously improve the quality of products. Leaping brands not only get the opportunity to restore their rightful place in the domestic market, but also through Iveco's global sales network and after-sales service. The network explores the global low-end market.
For Iveco, the benefits are equally evident. “This is not only increasing the influence of Nanjing Iveco in the global commercial vehicle market, but also expanding Italian Iveco’s voice in the global commercial vehicle market.â€
According to Rana’s original plan, in the next three years, the production and sales of Nanjing Steam Iveco will exceed 100,000 vehicles, accounting for 20% to 25% of its global sales. He also promised: "In the future will be committed to upgrading the brand image of Leap, and gradually increase it to the position of the mid-range product." Oka's off the assembly line seems to be honoured.
It is precisely for this reason that Nanjing Iveco also stated that “Gene recombination†will continue as a long-term road, “in order to fully understand and refine the brand's traditional dominant genes, and properly inject Iveco’s vibrant international genes into The new leap forward constructs a new set of gene chains with 1 plus 1 and greater than 2."
Internationalized brand genes, core European technology genes and Iveco's global channel genes have become the new blood that Nanjing Iveco has injected into Yuejin's brand. This new model of “combining the international brand competitiveness and resources of joint ventures and fully enhancing the international competitiveness of independent brands†is also referred to by Zhou Liang as the “fourth way†after MG’s “third roadâ€. ".
In terms of sales volume, Nanjing Iveco, who has been integrated for one year, also delivered a satisfactory answer to both shareholders. Raymond revealed that the sales volume of Iveco Lightbus reached 24.9 million units in 2007, which not only became the second-largest light passenger sales enterprise after Jinbei, but also occupied more than 50% in the high-end market. This sales volume is almost one-fifth of Iveco's global sales, making China the second largest market in the world after Iveco.
The Yuejin brand also achieved sales of 40,000 units in 2007. Not only did the increase reach the target of 50%, but the proportion of new quality leap forward light trucks in Yuejin's overall sales increased significantly, especially for products equipped with the State III engine. , become the main force of this structural transformation.
In January 2008, Nanjing Iveco was supported by a full range of European products. With excellent team marketing capabilities, it achieved the highest sales in January of this company in recent years, an increase of 18% compared with the same period in 2007. The Iveco brand sold 2,506 units, an increase of 17% compared with the same period of last year; Yuejin brand sales reached 3,329 units, an increase of 17% year-on-year; Lingye heavy trucks achieved heavy volume, a year-on-year increase of 150%.
On January 2, 2008, Nanjing Iveco, a high-quality asset that was incorporated into SAIC Motor Corporation, held a meeting of officers under the leadership of the SAIC Commercial Vehicle Division. Previously, the board of directors of Nanjing Iveco has determined that the production and sales target for 2008 will be 27,000 for Iveco and 58,300 for trucks. At this meeting, SAIC Group also put forward the 2008 operating optimization goals. Asked to increase sales by 20% on the board’s target, the cost will drop by 5%.
The confident Iveco Nanjing seems to agree with this goal. SAIC's commercial vehicle division has sent six employees to the company and worked with Nanjing Iveco staff to develop plans and formulate measures, and proposed 12 aspects. The optimization requirements of all these plans were finalized by the end of January.
What is still fresh in people's memory is that SAIC Motor Corporation has not appointed new executives but is responsible for commercial vehicle divisions in order to express its recognition of Nanjing Iveco's existing operating conditions and operating team at the beginning of the integration of SAIC Group with SAIC. Xiao Guopu, the vice president of the company, is responsible for the integration of Nanjing Iveco.
Just after the New Year, SAIC Motor Corporation held an annual meeting for commercial vehicle business. SAIC Iveco Hongyan, Shanghai Huizhong, Shanghai Shenwo, Shanghai Shangchai, and Nanjing Iveco, which will be integrated into SAIC this year, all participated in the commercial vehicle. Annual meeting.
At the meeting, SAIC Motor’s 2008 development strategy for commercial vehicles was determined, that is, to achieve a harmonious and win-win situation in a “big family†and to promote “hundred flowers†​​under a unified plan. In accordance with this idea, the newcomer, SAIC Iveco, which is to be integrated into SAIC's commercial vehicles, and SAIC's other commercial vehicle members will strive to exceed 700,000 sales of commercial vehicles throughout the year.
In response to this huge sales target, SAIC-GM-Wuling, which has taken up half of SAIC's sales, and Nanjing Iveco, which has been on the track after the integration leap forward, have become the main force for seizing the market. At this time, the presence of SAIC Group staff shows that SAIC Motor’s expectations for Nanjing Iveco are very high. From the “full series, large sales†goal, Iveco and SAIC Group have achieved a high degree of compliance in Nanjing Iveco.
So far, as Yuejin merged with Nanjing Iveco and SAIC Group reorganized Nanhua Group, Yuejin, a brand that has passed half a century, has gone through a beautiful two-stage jump to a bigger stage. Iveco has also used both internal and external integration with China. The largest auto group is fully cooperating.
Under such circumstances, for Iveco and even its parent company, Fiat Auto, how to coordinate the relationship with SAIC Motor and jointly do a good job in this plan for both sides of the commercial vehicle will become its future in the Chinese market. weight.
Comprehensive layout of commercial vehicles
With the advancement of the South-South Cooperation, Iveco's partners in China have changed from two to one, and through cooperation with SAIC, it has built a full range of commercial vehicles in the Chinese market. From the perspective of cooperation, it is easier and more focused. From the aspect of product sequence, it is more abundant and comprehensive.
Under this circumstance, the Chinese market needs a full reliance on SAIC's Iveco. When positioning its joint ventures, it is necessary to consider the factors of the partners. SAIC's commercial vehicle layout will also directly affect Iveco. China's strategic layout.
An obvious example is the heavy truck product. In fact, with the merger of Yuejin brand, Nanjing Iveco also owns the Leyme brand under Leap Forward, making its product line cover the heavy truck, but this product using Japanese technology is too young after all, and the product line is far from abundant. Therefore, the Linye heavy truck that was only listed on June 28, 2005 did not get a share in the fast-growing heavy-duty truck market. The heavy-duty truck market has always been in an obscure position, with annual sales of only a hundred vehicles.
Prior to the establishment of the Linye heavy truck, Yuejin did not have heavy truck manufacturing experience. If this newly-built brand is born in the heyday of Yuejin, it may still be able to win a place. However, the leap forward in 2005 obviously cannot bear such an investment. This is also doomed to the fate of Ling Yee’s birth.
For Iveco, the biggest attraction of Yuejin brand lies in its reputation and resources in the light truck market. The Linye heavy truck can only be regarded as an incidental “incomeâ€. Although Nanjing Iveco promised not to abandon the Linye brand, in the future heavy truck field of SAIC commercial vehicle layout, the position of Linye is probably the most uncertain.
As early as in the South Cooperation, Iveco and SAIC Group have cooperated in the process of reorganizing Chongqing Hongyan. The two parties established SAIC Iveco Commercial Vehicle Investment Co., Ltd., each holding 50% of the shares, and jointly acquired 67% of the shares in Chongqing Hongyan. Completed the high-profile restructuring of the heavy truck industry.
From the initial intention agreement between Iveco and Chongqing Hongyan to join the reorganization of SAIC, and then Iveco withdrew from Changzhou Iveco with US$1, after a series of reorganizations and red tides in Hongyan, eventually formed an investment of 2 billion yuan and an annual production capacity of 40,000 vehicles. 100,000 engines and a long-term plan for sales revenue of over 10 billion yuan.
Chongqing Heavy Duty Truck, which was born out of the "China Heavy-Duty Truck Group", not only has a long history, but also once took a leading position in the "Steyr System" (China National Heavy Duty Truck, Shaanxi Heavy Duty Truck, Chongqing Heavy Duty Truck) after the separation. From 2000 to 2002, it was the leader of the "Second Corps" immediately after the FAW and Dongfeng.
Such a heavy truck manufacturing foundation, the Lingye heavy truck can be said to be difficult to expect, Chongqing Red Rock after restructuring, but also has the advantages of production, technology and capital of the three shareholders, is considered to be the most growth potential of heavy truck companies.
For SAIC, its own Shanghai Huizhong "land fleet" series heavy truck, using South Korea's Ssangyong technology, can be traced back to Mercedes-Benz's cooperation with Ssangyong. Despite the annual output of only 6,000 units, the monopoly of 95% of the heavy truck market in the six major manufacturers is also a junior, but compared to Ling Ye, it is already much stronger.
What's more, Shanghai Huizhong is an important subsidiary of SAIC Motor. If SAIC Motor Group wants Nanjing Iveco to maintain its current good momentum, it is safe to say that Shanghai Huizhong can be said to be more supportive. This is from SAIC Iveco. After the launch of the Hongyan project, the Huizhong heavy truck will not be abandoned.
In this way, Iveco's two joint ventures in China, together with SAIC's existing commercial vehicle companies, have three companies that produce heavy trucks in the broader market of SAIC. Choice.
It seems that SAIC Iveco Hongyan’s strong foundation seems to be the right choice, but Nanjing Iveco’s commitment to Ling Ye and Shanghai Huizhong’s promotional tone still retains a suspense for the future. Perhaps the complementary path of differentiation is the future. Choose one.
Nanjing Iveco's light truck plus light passengers, SAIC Iveco Hongyan heavy truck, SAIC Fiat Red Rock Power Co., Ltd. engine, plus the newly established Fiat Power Technology Shanghai R & D center, Fiat Group has completed its own in the field of commercial vehicles in China. Strategic layout. And these companies also all closely related to SAIC Motor’s partners from the perspective of equity and geopolitics.
In addition to Nanjing Fiat, which has already split up, Fiat Auto's joint venture in China is a commercial vehicle company or R&D institution. Faced with this dual concentration from partners to product sequences, future problems such as heavy-duty truck products may still arise. The balancing and coordination of these interests will become the next test for Iveco.
However, looking at the development of Fiat Group in China, from the high-end to the low-end, from light to heavy, from passenger cars to trucks, using the several key opportunities provided by the two tandem partners of Nanjing Automobile Group and SAIC Group, Compared with other international commercial vehicle companies competing with each other, Fiat can be said to be the first international automobile company to complete the strategic layout of commercial vehicles.
This, at least, is where Fiat is gratified, especially when it comes to the failure of the passenger vehicle sector.
Fiat's China future
Whenever we talk about Nanjing Iveco's success, it can not help but make people have a lot of doubts: in the face of the same partner Nanjing Automobile Group, why is the fate of Nanjing Fiat with it so different? The same is true for Chinese people and Italians. Is it true that even the two different markets, passenger cars and commercial vehicles, will have different basic backgrounds for cooperation?
With the end of Nanjing Fiat, neither Fiat nor Nanjing Automobile seems to want to answer this question. As for the fierce fighting and disagreement within Nanjing Fiat, even the single product, chaotic management, frequent personnel changes and so on, in the end In front of it, it seems that there is no meaning for argument. For Fiat, it is imperative to find the ideal solution for passenger vehicle business as a commercial vehicle.
After one month withdrawing from Nanjing Fiat, in January 2008, Paolo Arpellino, chief representative of the China representative office of Fiat Group Automotive Co., Ltd., who had just taken over one month earlier, said in Beijing that the Fiat Group decided next. Start China business in an all-round way. Among them, including the continued introduction of Ferrari, Maserati and other luxury cars, through the cooperation with SAIC to promote the development of Iveco commercial vehicles, the establishment of a new R & D center and other related vehicle parts and components and auto finance.
After breaking up with the Nanjing Automobile Group, Fiat has terminated its car business in China other than Ferrari and Maserati. The current Nanjing Fiat website has been renamed as Fiat China. The home page is clearly located. It is Paul's video that guarantees users maintenance and spare parts supply. For Fiat, the most important thing is to resume the car sales business.
To this end, Fiat has developed a three-step strategy. The first is to start the Fiat-branded vehicle import business from July 2008. The first models include Grande Punto, Linea and Bravo. After that, Fiat's first domestic model, Linea, will be put into production as early as 2009. The Grande Punto is also expected to be synchronized with local production. Finally, the Alpha Romeo brand under Fiat will also be sold in 2009 through the use of advanced methods.
There is no doubt that importing is only an emergency. The focus is on the two-step localization strategy, which relies on Fiat’s new passenger vehicle partner in China. Therefore, Paul said that he will also accelerate the formation of a new joint venture with Chery.
Paul, who previously served as the vice president of the Fiat Group's automotive international business development division, is responsible for the cooperation and negotiation of the major international strategic alliances of the Fiat Group's global automotive companies including China. Therefore, he is no stranger to the Chinese business, but also because of the background of such professional resume, his appointment is considered to be an important step for Fiat Auto's restructuring in China.
"In this new position, Mr. Paul Alberino will be more closely promoting the development of investment projects and new product launches for the Fiat Group's vehicles," explains Zheng Xiaotong, China PR manager at the Fiat Group.
Paul's own statement is even more direct: “We have weekly meetings with Chery’s staff at all levels to try to get the project implemented as soon as possible.†He further stated that the two sides have already demonstrated the details of the cooperation, and that the agreement will be very good. Submit the relevant national authorities for approval.
Fiat Auto, which is known worldwide for its small cars, also chose Chery Automobile which started as a small car in China. This is reminiscent of the original cooperation between Iveco and Nanjing Auto, which are also two companies that are famous for commercial vehicles.
Perhaps it is the difference between Nanjing Fiat and Nanjing Iveco that makes Fiat Auto feel that the success of the cooperation with the Nanjing Automobile Group in commercial vehicles is precisely because this is an area where both sides are equally good at.而在å—京è²äºšç‰¹ä¹‹å‰æ²¡æœ‰åšè¿‡è½¿è½¦çš„å—汽集团，从当åˆå°±ä¸è¯¥ä½œä¸ºå…¶åœ¨ä¸å›½çš„最佳乘用车åˆä½œä¼™ä¼´ã€‚
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