On June 19th, Dongfeng Motor Co., Ltd.’s first global high-end commercial MPV Dongfeng Yufeng was launched in Hangzhou. SAIC Commercial Vehicles issued a statement one day before Yufeng’s listing. SAIC monopolized the acquisition of British LDV technology, except SAIC Motor. None of the domestic companies outside the Group have introduced LDV technology through technology transfer. SAIC Motor’s statement did not mention the infringement of Dongfeng but actually pointed to Dongfeng Motor’s plagiarism of its product design.
According to media reports, at the Dongfeng Yufeng May 29th in Beijing media test drive conference, its product introduction explicitly mentioned LDV, "the introduction of the British LDV technology, built by the German Porsche and the British Lotus joint, but also absorb the essence of the Japanese engine "Dongfeng and SAIC Motors are the two giants of domestic auto companies, and openly waged a war of words. This has given rise to the concern that this ridden European light-trafficking market has attracted so much attention. However, the light buses that did not belong to the mainstream car market have attracted such great disputes. In the final analysis, the interests are the trend.
The light passenger market is currently the only stable area in the domestic commercial vehicle market. The more the predecessor model can seize the market share, the car companies do not hesitate to play plagiarism to wipe the ball but also preemptive, it is not difficult to understand.
The profit-seeking light passenger market is the only stable market in the domestic commercial vehicle market, which has fallen by more than 30% compared with heavy trucks, passenger cars, etc. The light passengers have always remained stable. Last year, the overall sales volume of the light passenger market was around 100,000. According to Yang Honghai, SAIC's director of commercial vehicle brands and marketing, “The European wide-body light passenger vehicle is the only growth segment in the current commercial vehicle market, which can achieve an annual growth rate of 26%.†Both the heavy truck and light truck markets are declining. Under the environment, maintaining a stable light passenger market, especially the fast-growing European-wide wide-body light passengers, has become a hot spot for investment.
However, in the light passenger market, the competition is not very fierce. Quanshun and Iveco are in the first camp and the market share reaches about 60%. SAIC Datong and Dongfeng Yufeng are representatives of European wide-body light passengers, together with Jianghuai and Huaihe. Is a recruit in this field. SAIC claims that MAXUS Chase has been listed in the market for less than a year. The goal set by Dongfeng Yufeng was also the top three in the segment during the “12th Five-Year Plan†period.
At present, the market share of European-wide wide-body light passengers is only 120,000 vehicles per year. Yang Honghai’s correspondent for the “Economic Observer†predicted that “in 10 years, this market will explode.†The concepts of commercial vehicles and passenger vehicles are completely different. The modified vehicles in commercial vehicles do not adopt assembly line production and have a longer life cycle. Depending on the function, the models produced on one platform can have hundreds of products. This means buying a commercial vehicle platform, which can be used for 10 to 20 years through continuous improvement, and the profits of many commercial models are much higher. For passenger cars. But I must mention is that "a commercial vehicle brand can develop three or four models, plus a variety of modified products. A platform can make a company "fun" for 20 years." Because of its huge profit prospects, the strategic positioning of MAXUS Chase and Yufeng has been elevated to the group level within SAIC and Dongfeng. As a result, SAIC Dongfeng did not hesitate to open face to face.
The difference between the lack of core technology and the lack of core technology in the Chinese commercial vehicle market is different from that of foreign-owned brands. China's commercial vehicles not only occupy more than 95% of the domestic market share, but are also exported to overseas markets. Foreign commercial vehicles, whether Mercedes-Benz, Volvo or Scania, can only occupy a small market in China.
Dongfeng has surpassed Beijing Foton Motor in 2011 and has become the largest commercial vehicle giant in the world. However, even if the market size of such a huge car prices, still plagued by plagiarism in the controversy, it can be seen in the core technology, the emboldened commercial vehicle is not so full of sales. The core of Dongfeng SAIC's saliva warfare was still due to the use of LDV technology. The core technology determines the quality and cost-effectiveness of the product. The domestic independent research and development of technology will inevitably reduce the price of the product, occupying a not small share in the market. In addition to the appearance of the Dongfeng Yufeng is similar to the V80 of SAIC Chase, even the selling price of 149,900 to 235,800,000 yuan is very similar to the price of the V80 of 145,800 yuan to 239,800,000 yuan, which makes SAIC very angry and SAIC Motor spends its time. On October 12, 2009, LDV’s tangible assets (factory equipment) and intangible assets (technologies, brands, etc.) were purchased at high prices, and were exclusively owned. After investing 3 billion yuan, it was precisely the expectation that they would build an international company. Competitive light commercial vehicle product platform.
There is no so-called plagiarism in Dongfeng's argument. It was after the initial introduction of Europe’s advanced technologies that the independent research and development carried out a number of improvements. The benchmarks in all aspects have also been comprehensively upgraded. This is the so-called reverse development. According to interviews with automotive technology experts conducted by the Economic Observer, “In the initial research and development of self-owned brands, the use of reverse development is indeed a shortcut, and for inexperienced Chinese independent brands, it is difficult to fully develop positively. The selection of a model for benchmarking, through the reverse engineering of the "anatomy" study of its structure and performance, is the most common method of vehicle development. "This theory exists in automotive engineering, but compares it abroad. Rarely, it mainly appears in China. â€
Regardless of whether advanced technology is used for reverse development or full-scale acquisition of company research technology is being developed, this time SAIC Dongfeng's argument highlights that China's own brand R&D is looking forward to higher-end breakthroughs, which can be categorized as fundamental. On the core technical level, it is still very dependent on overseas. Technical. When the market has not yet had great potential for development, the use of a technology to speed up the development process, the launch of products can indeed occupy a certain market share, but this is not a permanent solution, in the ordinary passenger car market, there are too many independent brands to eat With this kind of loss, it is hoped that independent brands will not take the old road in the light bus market.
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