Jia Xinguang: The key to the development of independent brands is mastering core technologies

Not long ago, Great Wall Motors issued an announcement saying that due to the conservative detection of engine tuning in the media test drive, premature warning of seat belts, light steering wheel steering, engine noise, road noise, and wind noise control need to be improved. With problems such as the single texture of the central control panel, it was decided to continue to rectify Haval H8 and postpone the time-to-market. In fact, these are minor problems, and it is not difficult to change them. Great Wall Motor Co., Ltd. announced that after the H8 has been postponed to market, it is said that the market value will evaporate 10 billion yuan and the losses will be heavy.

Some media reported that the Great Wall's rectification was mainly due to the engine and ZF transmission matching issues, media analysis, as ZF also cooperates with a number of internationally renowned car companies, and Great Wall is just a new customer, H8 appeared on some products As a potential threat, ZF customers may be "bad". This shows that independent brands are facing cruel market competition pressure.

In 2013, the sales of domestic self-owned brand passenger cars reached 7.222 million, an increase of 11.4% year-on-year, and the growth rate was lower than the overall level of the industry. The proportion of sales in the total sales volume decreased by 1.6 percentage points and continued to show a downward trend. In recent years, the prices of automotive products of joint-venture enterprises have been dropping, and the sales outlets in third- and fourth-tier cities have continued to accelerate their deployment. With more cities adopting restricted-line purchase policies and shortages of traffic jams and parking spaces, the market for self-owned branded automobiles has continued to increase. Space is further squeezed.

In 2013, China exported 972,300 complete vehicles, a decrease of 7.5% over the previous year. The number of passenger car exports was 593,300, a decrease of 9.8% from 2012. In 2013, the average price of vehicle exports fell drastically to 13,600 US dollars, which was 6% lower than 2012's 14,400 US dollars. This has a serious impact on the profits of vehicle export companies. Although companies have increased efforts to set up factories overseas, investment in the initial stage of construction will be large, and production costs will surely rise further, further affecting the export of vehicles. Chinese cars are mainly exported to Algeria, Chile, Iran, Peru, Egypt, Iraq, and other countries, and have basically no exports to developed regions such as Europe, the United States, Japan, and South Korea.

According to the survey, the industry is not optimistic about the development prospects of self-owned brands in 2014. Most people are not optimistic that they can reverse the unfavorable situation and the market share will be further eroded, and as more and more cities join the ranks of purchase, the independent brands The external market environment will also be further deteriorated. Some people pointed out: â€œThe breakthrough in core technology still has many defects for so many years. The development of self-owned brands will still be difficult in the coming year, and the degree of difficulty will continue to increase, especially in Many new models were launched in 2014."

Autonomous car companies need high-end technology to take the high-end road, and high-end technology is obtained through two ways, independent research and development or purchase. The choice of how to achieve high-endization depends on the strategic needs of autonomous vehicle companies. Application technologies that are urgently needed for the market can be obtained through purchase. However, in the long run, improving the overall competitiveness of car companies is a mid- to long-term strategy. Ultimately, core technologies rely on independent research and development. Even if technology is purchased, there are problems with digestion and absorption and continuous improvement. There is no shortcut in this regard. There are even claims that "the shortest path is the farthest road." In fact, there is no mystery in R&D. The key is to be willing to invest, find talent, and persevere.

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