A word at most, a change of posture at most.
In fact, the situation of Changan Automobile this year can be summarized in one word-"up", sales volume, market value and ranking. In terms of sales volume, Changan Automobile actually took off in the second half of 20 19, because the listing of CS75PLUS endorsed by Chen Kun gave Changan Automobile a shot in the arm and also brought fire to other models of Changan Automobile.
Changan Automobile's own brand models seized 978,398 new cars during February this year 1-65438+, ranking sixth among all domestic manufacturers. Although it failed to enter the top five brands' cumulative sales, Changan Automobile is the only company among the top ten brands whose cumulative sales increased by more than 10% year-on-year, with a year-on-year growth rate of 26%, ranking second.
What does this mean? It shows that the performance of Changan automobile brand this year is obviously running, and it is the kind of running that "catches up with the opponent".
At the beginning of the year, Changan Automobile Group set an overall sales target of 65,438+0,965,438+0,000 vehicles. However, under the influence of special circumstances this year, Changan Automobile Group still achieved the actual sales of 2,003,700 vehicles throughout the year, exceeding the target data at the beginning of the year. According to dealers in a district and county in Chongqing, a single store can walk four or five units a day, and even feels a little busy.
(The order volume of Chang 'an 4S store in a district and county of Chongqing actually reached 60 units on New Year's Day)
Different from other automobile groups, Changan Automobile Group is still supporting itself this year. In addition to Changan Automobile brand, Changan Auchan Automobile and Changan Kaicheng Automobile both have quite strong growth.
Changan Auchan has a lot of good news at the end of the year. In June, 5438+0 1, the 65438+ million car of Changan Auchan X7 rolled off the assembly line, and in February, 1, the 65438+ million car of Changan Auchan X5 rolled off the assembly line less than one month after its listing. These two cars not only make Changan Auchan bottom, but also make Changan Automobile lower than 1 10,000 yuan.
In terms of joint venture brands, Changan Mazda and Changan Ford also performed well. Although the sales of Changan Mazda showed a downward trend, this year's fancy gameplay still won a lot of attention. The global Mazda CX-30 was officially launched. However, we called 1000 times to urge her to start selling the American skyactiv-X engine, but it also dazzled many consumers.
But what is surprising is that Changan Ford finally resumed positive growth in 2020 after three consecutive years of annual sales decline since 20 17. According to the sales volume in 2020 published by Changan Ford 202 1 and 1.5, the annual sales volume of Changan Ford * * is 2 13680 vehicles. Although this figure is far from the peak sales of Changan Ford, Changan Ford sold 2183,000 vehicles in 2009 compared with 20183,000 vehicles in the same period of 2009.
Especially in the second half of 2020, Changan Ford has good news almost every month. Taking 65438+February 2020 as an example, Changan Ford * * * sold 26432 vehicles, setting a new monthly sales record since1August, achieving double year-on-year growth, with a year-on-year increase of 35% and a quarter-on-quarter increase of 26%.
From the perspective of specific products, Changan Ford Sharp, Sixth Generation Explorer, Ruijie, Mondeo and other models all hit new monthly sales. Among them, Sharp 65438+4,922 vehicles were retailed in February, and the sixth generation explorer 65438+3,892 vehicles were retailed in February, all reaching the peak since listing. Sharp retailed 3,468 vehicles in February 65438+,setting a new high of 65438+,while Mondeo retailed 3,375 vehicles in February 65438+,setting a new high in sales in 23 months. Explorers, in particular, have become the sales champions of medium and large SUVs with a joint venture of more than 350,000 after being made in China. The Fox Hunting Edition, which was unveiled at Guangzhou Auto Show, also earned enough attention for the Ford brand.
Changan Kaicheng, a subsidiary of Changan Automobile, bid farewell to DS, but the cooperation with PSA (maybe it should be called PSA+FCA now) is not over. On the newly released 202 1 Changan Kaicheng F70, the gearbox matched with the 2.4T engine comes from Citroen's 6AT gearbox, and the French side also participated in the power adjustment. The cooperation between Changan and PSA has moved from brand to deeper technology research and development, which is beneficial to the future development of Changan Automobile.
The overall rise of the independent sector is refreshing. Although the joint venture field is still in turmoil, the future can be expected. Changan Automobile Group is an important force to promote the development of China automobile industry.
Change coaches and go to stronger Chang 'an.
Changan Automobile, SAIC, FAW, BAIC, Geely and other automobile enterprises, together with universities such as Tsinghua and Beijing Institute of Technology, established the first domestic passenger car powertrain alliance-"China-Association-China Internal Combustion Engine Industry Association Passenger Car Powertrain Professional Committee" (hereinafter referred to as the Ride Club). After its establishment, the independent brand has a brand-new name "China Car".
In fact, this year, Changan Automobile has become more active in marketing, and this change began after the change of strategic leadership. On June 5, 2020, Changan Automobile announced that Zhang Baolin, the former chairman of the group, no longer held the position of director and chairman of the company due to his job change, and Changan Automobile officially ushered in the "Zhu Huarong era".
Compared with former chairman Zhang Baolin, Zhu Huarong gives people the impression that his style is more vivid and emotional. Wei management of Great Wall Motor is like an armband, Li management of Geely Automobile is radical and brave, and the leadership temperament will definitely determine the direction of the enterprise. Therefore, the rejuvenation of Changan Automobile in the past two years has largely benefited from Zhu Huarong's gradual acceptance of coach Zhang Baolin and his influence on the whole Changan Automobile with his younger temperament.
20 14 after Zhu Huarong became the president of changan automobile, he put forward the "third venture" plan, including technological reforms such as "Beidou Shu Tian" and "Shangri-La Plan" and marketing reforms such as "forming a self-regulatory alliance". After officially taking office, the chairman often makes public appearances to speak for the brand, such as the brand day CCTV program "First Launch" and Changan Automobile Chongqing Marathon. And Zhu Huarong personally went into battle, so some people joked that he was a male version of Dong Mingzhu.
If Changan Automobile once influenced consumers as an old independent brand, Zhu Huarong gave Changan Automobile a personalized feeling. Zhu Huarong has been an engineer for decades, which is naturally convincing. However, although the leadership controls the direction of the whole group, product research and development is the biggest reason why Changan Automobile can turn around against the wind.
Conceptual mass production is equivalent to a dream may come?
Last year, independent brands released more and stronger new cars than joint venture brands, but among many strong models, Changan Automobile also made a "new car show" because of direct mass production of concept cars.
The official map was released before the new car UNI-T went on the market. If you don't look at the exhaust at the tail of the official map, the middle net with no border on the front face and the low body posture always make people feel that it is a pure electric car. And this "suspected pure electric" car has brought great gains to Changan.
Since its listing in June, Changan UNI-T has never missed ten thousand clubs, because this car has truly achieved "individuality". There are many models that take the "personality" route, but few are successful. Nissan's Bluebird and Mercedes-Benz's Smart have all been photographed on the beach, and only UNI-T has eaten it for the first time and enjoyed the feast of the "personality" market segment.
The secret of UNI-T's success is actually very simple, that is, the price of the car is good, and the blue whale NE 1.5T engine is actually just one of its selling points. After the opening of Detroit Auto R&D Center in the United States, the chassis of Chang 'an cars has become better and better, which is the fundamental reason why I think UNI-T can succeed.
Yesterday, I had a chat with a UNI-T boss in Chang 'an. Strangely, there is a big gap between this owner and the customers marked by UNI-T, that is, the post-90s generation. He has been a taxi driver in Chongqing for 18 years, and now he joins T3 camp.
The old driver said: the new car feeling of domestic cars will never last long. In fact, it is largely due to chassis problems. In the past, domestic cars always felt abnormal noise after driving for less than a year, and the suspension became a bit loose. But this car in Chang 'an is different. Half a year has passed, and the feeling of the chassis has not changed at all. This is his most intuitive feeling.
Of course, the cycle of this new car is still too short, and we have to continue to observe it in the market for one or two years, but whether from the technical point of view or from the user's point of view, Changan UNI-T has enough confidence to really challenge the joint venture model.
After successfully testing UNI-T, Changan decided to continue UNI series, not only independently developed the sales channel of UNI series, namely "Gravity Planet", but also continued to launch new UNI-K models. In the various appearances of this new model, we have roughly figured out the power and configuration scheme of this car. Can we replicate the success of UNI-T? After that, all that's left is the price.
Is there any chance of winning by taking the high-end route after the matrix is completed?
At the Beijing Auto Show, which resumed in 2020, Zhu Huarong said: The biggest crisis of an enterprise lies in its interior. If the transformation of Changan Automobile is not successful, it will face life and death.
At present, Changan Automobile has been on the right track, but compared with the other two first-line independent brands Geely and Great Wall, Changan Automobile is still one step behind, and the high-end road of Changan Automobile is not easy.
It is undeniable that in many people's minds, not only Changan Auchan, but also Changan automobile brand is still a domestic car that started with Wei Changan Xin and Yue Xiang. Changan is a stable and reliable gold-lettered signboard among domestic brands, and it is also a representative of low-end. This is actually the failure of all domestic cars. Cars that meet the needs of the people in line with the development of the times have reduced the brand image.
In this regard, after the acquisition and absorption of Volvo, Geely Automobile launched the Lexus brand and launched a series of Geely "Stars" and "Sharp" to complete the division with the past, with remarkable results. The annual sales volume of Lexus is close to 200,000, and the sales volume of Xingrui from CMA platform architecture exceeded 7,000 units in the first month of listing; At the same time, the WEY brand of the Great Wall and various fancy named models this year have also achieved great success; Although Chery's Star Road is not selling well, it is still working hard at the high end. The four fronts are independent, and Chang 'an has not moved in the past.
Perhaps when the domestic brand image is advancing by leaps and bounds, it makes sense for Changan Automobile to choose preemptive strike. 1 1 Brand Day, Changan Automobile announced that it will jointly build a high-end automobile brand with Huawei and Contemporary Ampere Technology Co., Ltd. The goal of the complementary advantages of the three parties is to build a brand-new intelligent electric vehicle platform, intelligent automobile products and an intelligent life energy ecology of "people and cars" with Huawei's "Wisdom" series as the main body. At present, the research and development of the first product has ended, and the mass production is this year!
This move is widely regarded by the industry as the high-end road of Changan Automobile. In fact, walking on two legs, UNI high-end sequence, new high-end brand.
During the New Year's Day, the domestic price of Tesla model Y and model 3 high-performance versions was announced, which triggered market enthusiasm. It is said that the Tesla website was crowded on the day the price was announced, and the number of orders reached an astonishing 65,438+10,000 units. There is a market for high-end electric vehicles, and the market for stable and reliable high-end electric vehicles is even greater. Changan UNI sub-brand takes the high-end fuel car route, and the new brand takes the high-end pure tram route. In this regard, although Changan is not fast, it is indeed more stable than other brands.
Expanding the circle of friends In 2020, Chang 'an moved frequently.
Last year's Changan Automobile not only made great moves in products and personnel this year, but also showed a strong sense of social responsibility in responding to last year's epidemic.
After Changan Automobile resumed production, the first batch of CS75PLUS was provided to the families of medical staff in Chongqing who supported Wuhan for free, which warmed the hearts of the "warriors" who fought the epidemic in front. At the same time, in order to improve the public's epidemic prevention pressure, Changan Automobile quickly took the lead in developing a thermal imaging epidemic prevention vehicle based on CS75PLUS and donated it to the epidemic prevention front line. Since March 1 day, this thermal imaging epidemic prevention vehicle has officially launched the Chongqing urban investigation plan.
The rapid recovery of Changan Automobile has become a model of its own brand in the post-epidemic era. On August 2 1 last year, Changan Automobile welcomed the inspection of state leaders and got a message: I hope Changan will give full play to its horsepower and move forward all the way!
The industrial chain of automobile industry represents the manufacturing level of a country to a certain extent. After the core technologies such as engine, chassis and gearbox gradually caught up with advanced countries in automobile manufacturing, Changan Automobile expanded its circle of friends and broadened and deepened its industrial chain.
On June 5438+065438+ 10, Changan Automobile announced that it would jointly build a brand-new high-end smart car brand with Huawei and Contemporary Amp Technology Co., Ltd., and at the same time transform itself into a smart travel company, and form a "national team" of smart cars with two partners through complementary advantages.
In fact, at the end of 20 19, it was reported that Changan Automobile would release a brand-new intelligent architecture in the first half of 2020, but it was uncertain whether it was Changan's product architecture or new brand architecture. Changan Automobile did change the design of the brand LOGO, but the Changan Ark architecture released in 165438+ 10 is the top priority this year.
This architecture represents the perfect combination of Changan automobile intelligent technology and basic technology of making cars. It can cover all A0 -C models, and will also iteratively evolve the body, chassis and high-end autopilot according to big data and intelligent technology. Changan Ark Plan is also the core of Changan Automobile's third venture.
However, although Changan Automobile has been reborn for nine days, compared with other domestic brands, Changan's weakness is still very obvious.
Where are the weaknesses? It is weak marketing.
Since we look back at the brand, we can't just talk about the advantages, but also talk about the bad things that Changan Automobile has done, such as the poor marketing of Changan.
All the actions of Changan Automobile in 2020 can be summarized in one word: response. There are institutions and platforms to evaluate my response; Someone stepped on me and hugged others, and I responded; Some consumers questioned my response; I'll respond to one anyway. Fortunately, Changan Automobile has a good car now, otherwise it will repeat the mistake of being submerged by the water army.
On June 5438+065438+ 10, Changan Automobile held a CS75PLUS public double American standard crash test, mainly aimed at tail and side collisions. I believe everyone has seen the video of this test online. However, the reason for this crash test is still because of the dismantling video of CS75PLUS of a certain institution, questioning the safety of the rear collision beam.
In the end, the original three-episode video lost the last two episodes. The specific reason is unknown, but then there was the CS75PLUS specially held by Chang 'an. Seriously, is it necessary to keep such a low profile? There are still many videos questioning the quality of Changan Automobile. In my opinion, they are made up by laymen, even premeditated attacks, but Chang 'an's practice did not show the pattern and courage of a first-line independent factory, and that's the feeling of hating iron and not turning it into steel.
In fact, Chang 'an people themselves have their own difficulties: "Who told us that we are' national prefixes'? This identity determines that our marketing strategy can't be as careless as some private enterprises, full of unknown addresses, but only down-to-earth products. As for the misunderstanding of consumers, as long as he uses our products, can he still have a wrong view of us? " This is the confidence of Chang 'an people. I'm not as good as you, but I can't lose to you compared with products and technology!
Seeing this, you little whites, do you have anything else to say? Shut up, soldiers!
It is really necessary to counter the query, but before the query appears, we should actually expect to carry out publicity and layout in advance and take countermeasures against possible problems in advance.
Write it at the end
Changan Automobile has shown the qualities that a world-class automobile manufacturer should have in all aspects, but it can do better in China market, which is the center of the world automobile industry. In fact, after the formation of China Power Alliance, Changan Automobile has become one of the leading brothers of its own brand or China brand.
Perhaps no one predicted that Changan Automobile would become the biggest winner in the domestic automobile market in 2020, but its potential was actually highlighted at the end of 20 19. 202 1 This time node may be the first year for independent brands to launch a comprehensive counterattack after three consecutive years of market share decline. Taking advantage of the east wind of the market, I believe Changan Automobile can go further in 202 1.