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On June 15, SAIC Iveco Hongyan Commercial Vehicle Co., Ltd., the largest Sino-foreign joint venture company in southwest China, officially announced its establishment. Of the joint venture company with a registered capital of 1.3 billion yuan, SAIC and Iveco together hold 67% of the shares, and Chongqing Heavy Duty Truck holds 33% of the shares.
Obviously, the share ratio of the three parties in China and foreign countries is obviously different from that of the other two Sino-foreign joint venture heavy-duty companies—Hangzhou Dongfeng Nissan Diesel and Jinan Huawo. Several sharp years ago, some European big-name heavy truck manufacturers wanted to “eat†or even “dissolve†Chinese brands in the process of joint ventures and cooperation.
Analysts pointed out that through the superficial changes in the shareholding structure of Chinese and foreign parties, it can be seen vaguely that there are deeper reasons behind this change. That is to say, international heavy truck giants are quietly implementing major adjustments to their China strategy. The orientation changes to the value orientation of heavy investment. They must reflect their existence in China's heavy truck market in a more pragmatic manner. Clone Sedan's Strategic Succession Frustration
The joint venture between Volkswagen, SAIC and FAW took up half of China's car market, and the subsequent successes achieved by several auto giants through joint ventures with Chinese partners led some big names in commercial vehicles abroad to believe that this road is an entry into the Chinese market. Shortcuts. As a result, one after another, they actively sought cooperation partners for joint ventures, or the production of high-end passenger cars, or the production of high-grade heavy trucks.
However, the reality is not as good as they imagine. Hangzhou Dongfeng Nissan Diesel Co., Ltd. experienced a short-term glory after producing an annual output of 2,000 heavy trucks and a passenger car chassis several years ago. Its production and sales volumes fell sharply year after year, and it still maintains a low level of four hundred and five hundred vehicles per year. People once favored Jinan Huawo. Since it was listed, it has not been prosperous. Even the future whereabouts has become a problem.
The painful practice has led multinational giants to realize that commercial vehicles, especially high-end heavy trucks, do not have the same roads as cars in China. Heavy trucks belong to the means of production, and the development of the heavy truck market has its own rules. Blindly cloning a sedan strategy will not only result in an unsatisfactory result, but it will pay a terrible price for it. The Chinese market is attractive
The Mercedes-Benz Germany, once eager to try it, had a joint venture with FAW to negotiate a joint venture. They were divided because the differences were too big to be bridged. Since then many years have passed and Mercedes-Benz has not made major achievements in the heavy truck market in China. Mann was once unsuccessful in the joint venture with Shaanxi Auto. The joint venture between Renault and Dongfeng Liuqi was once heatedly stirred up. It is still no news. The cloning car joint venture model has repeatedly been frustrated, so that they have to slow down the pace of entering the Chinese market.
Statistics show that from January to May this year, the sales of heavy trucks in China increased by 52.04% year-on-year, and they are in a period of rapid development. The unique charm displayed by the heavy truck market in China makes foreign giants unable to stop. They absolutely do not want to watch the flourishing market do nothing, but must have a share in it, but can not repeat the mistakes of the previous joint venture model, can only sum up experience and lessons to find the best way to catch China's heavy truck market. Facing reality, learning lessons and tightening
After the crash of the joint venture model of cloning cars, foreign heavy truck manufacturers began to attempt to export original heavy trucks directly to China from overseas. The result was still not satisfactory. Most of the foreign giants are more pragmatic. They will not die down dead and starve to death without fruit. Since selling cars directly or through a simple joint venture to change the way to selling cars to the Chinese market is not feasible, they switched their strategies and adopted new investments in the rapid development of Chinese heavy truck companies to directly share market results.
Ben Gates Hansten, the former President of MAN Commercial Vehicles Management (Beijing) Co., Ltd. once told reporters: "We hope to be a good heavy truck project and we can benefit from not having a joint venture." In February this year, Foton Motor announced that Selling a 24.5% stake to Mercedes-Benz. Iveco Italy also did not insist on the high level of discourse in the newly-listed joint ventures and the priority of production of high-end heavy trucks for foreign brands, but emphasized the respect of the joint venture's overall interests. It is said that even if Mercedes-Benz and Renault, Renault and Liuqi, Volvo and Dongfeng achieve a joint venture in the future, the joint venture will retain China's heavy truck brand and develop China’s original heavy truck products as usual.
Analysts believe that regardless of whether they want to invest in shares or joint ventures, despite the fact that transnational corporations have frequent actions, they seem to be as impressed by the immortality of the Eight Immortals. However, they must change their strategies to achieve the goal of maximizing the benefits of the Chinese market. .
Change from heavy trade to heavy investment