As the largest business unit and economic pillar of Dongfeng Motor Corporation, Dongfeng Motor Co., Ltd. (hereinafter referred to as Dongfeng Limited) has forged the glory of the automotive industry in 10 years.
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Organization Structure
Dongfeng Limited is a joint venture company of Dongfeng Motor Group Co., Ltd., established in 2003. It is currently the largest joint venture company in the automotive industry in China with the deepest level of cooperation and the most extensive field.
The largest scale is because the registered capital of 16.7 billion yuan exceeds any domestic joint venture, and the number of employees of 70,000 people is also the largest number of employees in the domestic automotive industry. Dongfeng's limited product range covers a full range of heavy, medium and light commercial vehicles, passenger cars and auto parts and automotive equipment products. Moreover, the business scope of the cooperation between Dongfeng Motor Corporation and Nissan Motor Co. not only involves the R&D, production, and sales of both parties, but also Nissan Motors provides the joint venture company with product planning, procurement, logistics, quality control, brand management, market development, and sales network. Financial services, etc., include all aspects of the entire value chain.
Currently, Dongfeng Limited has jurisdiction over five major segments, including Dongfeng Nissan Passenger Vehicle Co., Ltd. registered in Huadu District, Guangzhou, Dongfeng Commercial Vehicle Co., Ltd. registered in Shiyan, Hubei, Dongfeng Automobile Co., Ltd., the earliest listed company of Dongfeng, and Hubei. Shiyan Dongfeng Motor Components Co., Ltd. and Dongfeng Motors Limited Equipment Company.
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Brand management
Passenger Car: On June 16, 2003, the first new car after Dongfeng Limited was established - the "Sunshine" sedan, went offline in Guangzhou, and in August of the next year, a new generation of bluebirds emerged in the sky... In 10 years, Dongfeng Nissan At the speed of more than two models per year, the company has introduced Sunshine, Blue Jays, Tianzhu, Junyi, Converse, Sylphy, Qashqai, Qijun, Xintiandi, Machi, Xinqike, Xinda, Xinguang, Loulan, Xinxuanyi. Strategic models such as the new guilds and GTR, together with their own brands Qichen D50 and R50 models in 2012, completed the layout of five categories including high-end categories, flagship categories, family-deluxe categories, fashion-conscious categories, and SUV categories, becoming the industry's One of the most complete models and product lines.
Medium and heavy commercial vehicles: When referring to Dongfeng Commercial Vehicles, Tianlong and Tianjin cannot be bypassed. The two strategic products have now become benchmarks in domestic market segments. In 2007, Dongfeng Liuzhou Automobile launched the Balong M5 heavy truck series; in 2008, Dongfeng Tianjin launched a new generation of Chinese card series; in 2009, launched the Longlong M6 heavy truck series... These medium and heavy truck new products were successively listed. The sales of Dongfeng Commercial Vehicle Co., Ltd. ranked first in the domestic industry for nine consecutive years and accumulated tremendous energy.
Light Commercial Vehicles: Dongfeng has been limited to 10 years since Dongfeng Light Commercial Vehicles was accumulatively spanning 10 years. The models have grown from two series of 50 varieties to the current eight series of more than 1,000 varieties, including the well-known Capt.
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Brilliant performance
Ten years of trees, its shape. Dongfeng Motor Company introduced a full-scale joint venture with Nissan, which also introduced new technologies. More importantly, it introduced a new, scientific management and methodology. With the joint venture, Dongfeng Limited also achieved an industry miracle: Annual sales volume surged from 298,000 units at the beginning of establishment to 1.365 million units in 2012, and annual sales increased by more than four times. From 2003 to June 2013, a total of 8,527,300 automobiles were sold, sales revenue was 951.597 billion yuan, and the market share increased from 6.35% to 7.07%, becoming the fifth-ranked company in the Chinese auto industry.
As one of the most dynamic and fastest-growing joint-venture car companies in the Chinese automobile market in the past 10 years, Dongfeng Nissan, a passenger vehicle segment of Dongfeng Motor Co., Ltd., is a joint venture after South China North Volkswagen and Shanghai GM, with a production and sales capacity of one million units. Its light trucks Dongfeng Motor Co., Ltd., as an A-share listed company, also has nearly 300,000 vehicles in production and sales; Dongfeng Commercial Vehicles has become the largest player in China's medium-heavy-duty trucks and ranks fourth in the world; Dongfeng equipment and Dongfeng parts are completely eliminated. The situation of serious losses that year made a good profit.
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Change of leadership
On April 6, 2001, Dongfeng Limited was established. At the company's first shareholder meeting, the first session of the board of directors and the first session of the board of supervisors, the original general manager of Dongfeng Motor Co., Miao Wei was elected as the head of Dongfeng Limited.
At that time, Dongfeng Motor Company stepped up the pace of overseas cooperation and successively signed cooperation agreements with companies such as Kia and Nissan Diesel. Dongfeng’s joint venture and cooperation also entered a stage of rapid development under the promotion of Miao. In June 2003, Miao Miao and the then president of Nissan, the Frenchman Carlos Ghoen, worked closely together to announce the implementation of a joint venture restructuring strategy. On July 1 of that year, at the Dongfeng Limited Cadre Conference held in Shiyan, former Chairman Miao Wei and former President Nakamura Katsumi introduced Dongfeng's limited organizational structure and future development goals, which opened the prelude to the formal operation of Dongfeng Limited. .
Subsequently, under the guidance of Miao Wei and Nakamura, self-denial, Dongfeng limitedly followed the “23 business planâ€. In April 2005, Dongfeng Motor Company coached the change. Xu Ping, party secretary and deputy general manager of the former Dongfeng Motor Company, took over the post. In March 2008, Nakamura Gongtai succeeded Nakamura as a self-employed person and had limited east wind. According to media reports, senior executives of Dongfeng Motor Company once gave quite certain approval to Nakamura, saying that during his tenure, he made great contributions to the company's excellent performance and laid a good foundation for Dongfeng's limited continuous profit development.
Nakamura Kohei stayed in office in 2012. He will accumulate and summarize successful experiences and plan for the next five years to allow Dongfeng to further increase his level.
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Three business plans
On November 24, 2003, when Dongfeng Limited was established at the beginning, it released its first mid-term business plan “23 Business Plan†in Beijing. With strong growth, optimized operations, and mutual learning, the company's annual sales volume has grown from 340,000 units in 2004 to 700,000 units in 2008, doubling its sales volume and successfully completing its business plan.
On May 28, 2008, Dongfeng Limited issued a second mid-term business plan - "13 Business Plan." Adhering to the business philosophy of “strong growth, optimized operations, and being trustedâ€, the company achieved sales of 1.275 million units in 2010, and its sales revenue exceeded 100 billion yuan.
On July 26, 2011, the third medium-term business plan - "New Business Plan" was released. It is planned that Dongfeng will invest RMB 50 billion by 2015, auto sales will expand from 1 million to 2.3 million, and the sales network will expand from 1,400 to 2,400. We will continue to consolidate the trend of “strong growth, optimized operations, and greater trust†and strongly promote the company's strength and excellence. The completion and promotion of the three medium-term business plans have made Dongfeng Limited a solid foundation for future development.
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