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Beiqi Holding is implementing the transformation of the "big car" strategy. If nothing unexpected happens, BAIC will be the first camp of the China Automobile Group by 2010.
"To achieve the goal of 2 million cars in Beijing at the end of the 11th Five-Year Plan and create a brand new structure for Beijing's auto industry." Beiqi Chairman Xu Heyi deliberately broke the news in a speech at the site of the Prudential listing on March 3 and sent Beijing Auto to the first camp. The impact of strategic planning emerged.
According to the production and sales plan of Beiqi, the target of producing and selling 1 million vehicles will be achieved in 2008, which means that by 2010, to achieve the production and sales target of 2 million, BAIC will maintain a high growth rate of more than 40% every year.
"This requires Xu Heyi's great courage and determination." Industry insiders said, "Beiqi has demonstrated its desire to accelerate its participation in the 'national team' through a series of actions such as talent introduction, fundraising and merger and reorganization. BAIC has already restored its own brand of the Beijing brand sedans, ensuring that the goal of challenging 2 million cars will be achieved."
According to Beiqi insiders, Beiqi Foton, Beijing Hyundai, Beijing Benz and Beijing Automobile Co., Ltd. under Beiqi Holding have adopted the strategy of intensive delivery of new products and adhered to the “connotative†development. In addition, the "extensional" development will also attach equal importance to the development of the "intensional approach," and hopes to contribute a third of Beiqi's target of 2 million vehicles through mergers and acquisitions.
Foton Motors High-profile Expansion
In order to complete the 2 million plans, Foton Motors has played an important role in BAIC. According to the plan, the sales of Foton Motor in 2008 is to ensure 440,000 vehicles and challenge 500,000 vehicles.
"Fukuda's production and marketing targets for this year are equivalent to half of Beiqi's one million target this year." Insiders said, "From this year, Foton Motor will maintain high-speed growth every year, to the end of the "Eleventh Five-Year Plan", Foton Motor The overall sales volume should reach 800,000 - 1 million units, of which overseas sales account for 20%."
According to the plan formulated by BAIC for commercial vehicles, BAIC intends to maintain its first place in the domestic light truck market and establish a first-class commercial vehicle brand; adhering to the self-development and introduction of both, developing medium-heavy trucks, of which heavy trucks are expected to rank among the top three in the country. Large and medium-sized passenger cars entered the top five, and light passengers entered the top three.
Futian, the main commercial vehicle of its own right, is currently in its third venture. “The overall strategy of Foton Motor is to achieve globalization,†said Zhao Jingguang, a spokesperson for Foton Motors. “Fukuda has not only established an overseas R&D center and established a CKD plant, but also has achieved phased results in overseas markets.â€
Although Foton Motor has accelerated the pace of overseas expansion, 20% of overseas sales are still the biggest challenge for Foton Motor currently.
It is understood that Foton Motor's total sales in 2007 exceeded 400,000, but its overseas sales were only 30,000. The share of overseas markets is less than 10%. “The goal of whether Foton Motor can achieve a total sales volume of 1 million vehicles depends on whether overseas markets can break through, and whether passenger vehicles can break will become another growth point for Foton,†Jia Xinguang, an automotive analyst, said.
Beijing modern adjustment doubled
“In 2010, Beijing Modern’s sales task was 600,000.†Xiong Wei, Minister of Beijing’s Hyundai Sales Department, told reporters bluntly: “Beijing Modern’s task is heavy now, and we must achieve 60% growth every year from now on. ."
In accordance with Beijing Hyundai's production and sales plan, 380,000 vehicles were produced and sold in 2008. Among them, the first factory produced and sold 300,000 vehicles in five models, and the new model HDC produced and sold 80,000 to 100,000 vehicles, which is compared to 2007's production and sales. The 64% growth is the highest historical goal of Beijing Hyundai for the past five years.
After adjusting for the year of 2007, 2008 was planned as the year when Beijing Hyundai made its second venture. Xiong Wei said in an exclusive interview with this reporter that the breakthrough in Beijing Hyundai must rely on product-intensive delivery. . "By 2010, Beijing Hyundai will launch 10 types of vehicles, and each vehicle will continue to grow steadily on the basis of ensuring existing sales," said Xiong Wei.
According to reports, Beijing Hyundai aims to double production and sales. It has not only planned on the product line, but also made adjustments to its sales work. The head of Beijing Hyundai Sales Division was replaced by Hwang Hyo Chin, formerly known as Hyundai Hyundai, and the former sales department. The Minister, Yan Guangqing, returned to South Korea's Hyundai. The original copy minister, Cai Sujia, was taken over by former Minister of Sales Xiong Wei. Cai Sujia was transferred to BAIC Group. The sales department head was Liu Zhifeng from Beijing Benz Dyke.
A series of personnel changes also shows Beijing Hyundai’s determination to stand up this year. It is understood that Beijing’s Hyundai sales have exceeded 30,000 in January, and the total sales in January and February reached 48,000, which laid the foundation for achieving the 2008 sales target.
Beijing Benz achieves breakthrough
With the listing of the Beijing Benz-Dyke Pui Rui on March 3, the domestic mid-size sedan market has added a powerful competitor. Xu Heyi's assessment of the company is: "A strategic model specially built for China's high-class car market."
Platinum sharp undoubtedly became a carrier that Beijing Benz-Dyke hoped for. As a joint venture company of Beiqi, Beijing Benz-Dyke, it is in a key position among BAIC, representing the highest technical level and brand image of Beijing auto industry. Among the Beijing automobile industry chain, Beijing Benz-Deck carries an important historical mission in luxury cars and mid-to-high-class cars.
"Beiqi's internal thinking is to do fine Beijing Benz, so in terms of sales to rely on quality to win." Beiqi insiders said, "This year's platinum Rui's sales target is 25,000, and the upcoming domestic listing of the Mercedes-Benz C-Class sedan will also be An impulse model will shoulder the heavy responsibilities of the Beijing Mercedes-Deck renaissance. Next, BAIC will continue to strive to promote Beijing Benz-Deck to participate in the market competition to better meet consumer demand and make it a medium-high limousine in China. The market leader."
Beijing brand stepped into the sprint phase
According to the plan, BAIC will have its own-brand sedan in 2008, and Xu Heyi also stated clearly in the past: “We will resume the Beijing brand car as our own brand. At the Beijing auto show in April this year, two Beijing brand cars will debut.â€
Beiqi Co., Ltd., which is Beiqi's important independent brand production base, will also use the Beijing brand's recovery to take up the sprint. "If the Beijing brand project has made progress, then Beiqi Co., Ltd. must absolutely become the main force of the sprint. With the current production capacity, it will not be a problem to arrange sales of 100,000 vehicles in 2010." Beiqi insiders told reporters.
It is understood that Beijing Automobile Co., Ltd. has achieved breakthrough growth since its establishment in 2001. In 2007, the production and sales of BAIC Co., Ltd. exceeded 40,000 vehicles for the first time, and exported 13,000 vehicles. The net assets have increased five-fold.
With the personnel adjustments in place, Beiqi’s independent strategic plan has already emerged, and in the new management team of Beiqi Holdings, the CEOs of independent brands also occupy a major position. The newly appointed General Motors General Manager Wang Dachang and Beijing Automotive Engineer Tong Zhiyuan have all participated in the development and design of their own brands. In addition, through recruitment, BAIC will also have new senior executives to take office and reserve abundant resources for the construction of independent brands.