PSA fire line substitutions for the second SAIC-GM-Wuling?
If PSA President Strve had any dissatisfaction with Dushen's tenure, it was the failure to handle the relationship with Dongfeng, China's most important partner. This is an important reason for the current PSA to be passive.
Therefore, those who succeed Dusen must have good communication skills with Dongfeng. In 2003, Hua Riman came to China and successively served as the head of the China Project Department of the Production Department of the PSA Group and the Capacity Building Command of the Shenlong Company. From April 2005, Hua Riman served as the deputy general manager of Shenlong.
After the cooperation project between PSA and Hafei was pending and Dongfeng was negotiating with Hafei, the relationship between Dongfeng, PSA, and Hafei fell into a special moment of complexity and subtle circumstances. PSA hopes that there will be a person who can straighten out the triangular relationship with Dongfeng and Hafei, form a win-win situation between the three parties in the game, and even take the initiative, which is more important than signing the final cooperation agreement with Hafei unilaterally according to the established plan.
It is worth mentioning that in September 2007, Hua Riman received the 2007 National Friendship Award from the China Bureau of Foreign Experts. When talking about cooperation with Shenlong General Manager Liu Weidong, he said bluntly: "I and Liu Weidong There was disagreement at the beginning of managerial cooperation. Now there are, but this is normal because we are based on mutual trust."
Compared with Duson who has been away from China for many years, the understanding of China and Dongfeng, especially the communication with Dongfeng's new generation of leaders, is an absolute advantage of Huariman.
Strve chose Hua Riman, also from a side that PSA hopes to reach a compromise with Dongfeng and Hafei. Of course, Stref is also ready to do both.
Stref's "Two Hands Preparation"
When Dusen was about to leave, he recalled the cooperation between Hafei and PSA. The "tortuousness" of the cooperation was one of the most classic cases in the history of Chinese and foreign automotive cooperation.
The three years prior to the signing of the contact and negotiation did not say that since the signing of the Letter of Intent for Cooperation between the two parties in June 2007, the two key figures that have contributed to this project have left. Hafei chairman Liu Tao first raised AviChina and then Duson, President of PSA China Affairs, returned to the French headquarters.
Not only that, in September, the news of the suspension of production of the Hafei Shenzhen base, the return of PSA personnel on leave, and the suspension of negotiations between the parties. At the end of October, after Streep attended the China-Europe International Forum in Shanghai, he came to the Hafei Shenzhen Base. He thought that the project could be hammered and the result was counterproductive.
In November of the past, the French President visited China, and even Hafei thought that the official signing time had come. However, he hoped to fail again. Today, the negotiations between Dongfeng and Harbin's superior unit, AVIC, once again cast a shadow over this "fateful" project.
However, according to the latest news from Hafei, the working group of Hafei and PSA projects is still working in Beijing. This working group includes 5-6 members who are responsible for business planning. "The projects of Hafei and PSA will not be affected." Lewannian also told reporters very clearly.
From this point of view, Strefe is ready to do both. On the one hand, he continues to cooperate with Hafei unilaterally and does not rule out the possibility of signing an agreement with Hafei unilaterally; on the other hand, through PSA China headed by Hua Riman. The mediation of the Ministry of Affairs and the negotiations between Dongfeng and Hafei actively intervened and turned passive into initiative.
The second SAIC-GM-Wuling?
"I think a very big feature of the auto industry is its competition." Strof once said at the China-Europa Forum in October. In addition to continuing to reduce costs, Strvef's strategy to revitalize PSA after he took office is to strengthen the horizontal integration of enterprises.
In Streiff's understanding, the current rapid development of the automobile industry will cause the gross profit to gradually decline, and it will make the competition more and more intense, and the subdivision will become stronger and stronger. At this time, the probability of competition and cooperation will increase. The higher the competition and cooperation, the sharing of capital expenditures and the sharing of R&D results can be shared so that all parties can benefit from segmentation, not killing each other.
According to this theory, Stref became the most powerful promoter of the PSA and Hafei projects. In accordance with the "competition" theory, under the PSA's efforts and compromises, it can not rule out the formation of the three-way cooperation between Dongfeng, PSA and Hafei. Analysis of the industry, perhaps the second "SAIC-GM-Wuling" also emerged.
First of all, Hafei's strengths are also micro-cars, and PSA is definitely an expert in manufacturing small cars. Its Peugeot 107 and Citroen C1 sales in Europe are good. Of course, this also faces a problem. In the case of domestic self-owned brand mini-cars such as QQ and Benben in the market, the mini-vehicle of the joint venture product may be a nightmare in cost alone.
The biggest possibility is to develop new products on the existing PSA product platform. This is very familiar for French people who are good at product design, but how the new joint venture products are effectively separated from Shenlong's dual-brand products. It is a very tricky issue to adopt a completely new brand or to use the brand of Peugeot and Citroen.
Of course, Dongfeng, PSA and Hafei can also produce commercial vehicles under 10 seats in accordance with the framework agreement signed by PSA and Hafei. It should be noted that in the light commercial vehicle market in Europe, PSA has always occupied the top position in Europe. In 2006, the number of cards sold reached 368,000 units, with a market share of 17.7%.
In the first 10 months of this year, SAIC-GM-Wuling’s industry leadership was even more pronounced. Automobile sales exceeded 480,000 units, and its market share exceeded 43%. Sales revenue exceeded RMB 14.4 billion and taxes amounted to RMB 876 million. The company's general manager, Shenyang, described their achievements as follows: "The vehicles produced by SAIC-GM-Wuling can be routed from the Liuzhou headquarters to the Qingdao branch if they are arranged one by one."
More precisely, not only is the product strategy of “SAIC-GM-Wuling†rooted in mini vehicles, but Dongfeng, Hafei, and PSA should replicate the success of this “Chinese-foreign†joint venture model, and its integration with independent innovation. And reflects the superiority.
View related topics: SAIC commercial vehicle expansion
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