But there is also an old saying-are there any eggs under the cover of the nest?
The spread of this epidemic will definitely have a major impact on the entire automobile market. Especially in the case that the domestic auto market has been facing a decline for two consecutive years, this impact is even greater. Therefore, for each car company, can it remain completely calm? I'm afraid the answer is no.
We might as well check the domestic car sales of 20 19. Obviously, affected by the big market, the whole family is just a happy family, some people fall, and of course some people rise. Optimistically, if the decline is within a reasonable range, it can already be regarded as outperforming the broader market, but if the decline is very serious, it is necessary to reflect on your own problems. I have to think about whether I can stay in the big battlefield of the domestic market in the face of another cold winter in the auto market in 2020.
Then, let's analyze the joint venture car companies whose sales in 20 19 fell by more than 50% year-on-year, and see where the problem lies and how many opportunities there are in the future.
Changan Ford: The measures have improved, but the pressure is still great.
The annual sales of182,200 vehicles decreased by 5 1.8% year-on-year. Compared with other car companies today, this is the best result, but for Ford, it is definitely a very unbearable and amazing performance. Looking at Ford's sales trend in recent years, after winning the sales peak of 958,000 vehicles in 2065,438+06, it was not a dazzling achievement, but a rapid decline in three years, and it fell to 654,388+08 vehicles in 2065,438+09. The speed is thought-provoking
The decline in sales of car companies is often caused by many reasons, and even leads to the birth of a vicious circle of car companies, as is the sharp decline of Changan Ford. Unclear strategy and "slow motion" of product iteration are the core reasons for the decline of Changan Ford, and the decline in sales volume has led to the continuous intensification of the relationship between Changan Ford and its dealers. According to the official disclosure of Changan Ford, more than 65,438+000 dealers have left Changan Ford system in the past three years. The dealer is precisely the most important transaction link between car companies and consumers.
Fortunately, Changan Ford began to change gradually on 20 19. First, the high-level reorganization, Song Yang and other generals have come to Changan Ford; Thirdly, deal with the relationship with dealers, reduce the pressure on dealers, and pay attention to the inventory problem of dealers in time; The third step is to speed up product innovation, and more importantly, attach importance to product research and development based on China.
Under a number of measures, it has to be said that Changan Ford began to spread a number of good news at the end of 20 19. First, the inventory situation of dealers has been greatly improved, and the profit of dealers is close to the peak of 20 16; The second is 20 19, 12, and the sales volume has finally increased slightly. This is undoubtedly an important turning point in the new layout of Changan Ford. However, it is still worth noting that the sales volume of St. Regis, an important product of 20 19, is not very impressive, and the sales growth mainly depends on foreign exchange. Moreover, the weak performance of Changan Ford 20 19 also led to Ford's serious losses in China, so the time left by Ford for Changan Ford to return to the track is probably not optimistic. Perhaps, the success or failure of Changan Ford lies only in this blow.
Shenlong automobile: a new measure to take the old road again?
Decline has long been the main tone of DPCA, but after four consecutive years of decline, the sales volume in 2065438+2009 decreased by 54.5% year-on-year, which undoubtedly reminded everyone of DPCA's embarrassing situation again. In fact, as the earliest joint venture brand in China, the "experience" of Shenlong Automobile is quite similar to that of Changan Ford mentioned above. On the one hand, sales volume, Dongfeng Peugeot-Citro? n Automobile also had a peak sales volume of 20 12 -20 15, but then the growth rate began to slow down. By the beginning of 20 19, it had fallen or even hit a new low, which attracted more attention from the supervision bureau.
On the other hand, similarity lies in the given measure. In fact, the decline in sales has also brought many problems to Shenlong Automobile, including frequent withdrawal of dealers, disharmony between China and France and so on. Therefore, Shenlong Automobile has also adjusted the strategic release of Shenlong Automobile through many high-level transfers. But the difference is that the new strategy of 20 17 -20 18 is more inclined to product adjustment and ignores other issues.
20 18 is the first year of important products of Shenlong automobile, but even with a number of heavy products, the sales volume of Shenlong automobile has not recovered. The reason is, in the final analysis, the core problem has not been solved-the pressure on dealers is still huge, and repeated personnel changes have also led to unstable morale of senior executives, and many of them will be lost. No matter whether it is the "back on track" strategy of 20 17 or the "three-step" strategy of 20 18, there will be only one slogan left.
However, it is a pity that personnel changes in DPCA are still frequent in the past two years. Perhaps DPCA, which is gradually marginalized, is finally in a hurry. Lv Haitao's radical era and Su Weibin's incompetence can both be a thing of the past. However, from the revitalization measures given by Li Junhe Rosbo, we can still see that Shenlong Automobile is still taking the old road of 20 17 -20 18.
abstract
Due to the limited space, the interpretation of joint venture car companies with a decline of more than 50% in 20 19 will stop here today. Want to know the second half, remember to continue to pay attention to car online reviews.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.