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As the overall automotive environment in the domestic market improved last year, and the favorable policy effects on the third and fourth-line markets, such as “cars going to the countryside†and “replacement for new productsâ€, gradually emerged, the mini-vehicle market in 2009 has become a dispute among domestic auto companies. Grab the cake.
In contrast to Chery, Geely and other domestic self-owned brand auto companies, “first low-end, high-end, high-end†and “buy a technology and seek upgradeâ€, the company’s automaker’s technical cooperation and reversion to its own brand sequence have been different since the end of 2006. Rely on its car products to seek a place in the market, on the other hand also aimed at the micro-car market this piece of "cake", out of an independent brand car company "alternative" development path.
However, while accelerating the layout of the mini vehicle market, senior officials of the hippocampus said in an interview with a reporter of the “Daily Economic News†that there is no clear timetable for the industrialization strategy of hippocampal new energy vehicles.
The layout of the hippocampus in the Central Plains "to seek the township"
"We and Mazda are only technical cooperation and are not joint ventures," Wu Gang, general manager of Haima Automobile Sales Co., Ltd. has repeatedly corrected this misunderstanding by the public on different occasions, but there is no doubt that technical cooperation with Mazda in Japan is the most important in the history of hippocampus development. a page.
After the technical cooperation with Mazda in Japan, hippocampus launched several hot models to help Haima win a place on the domestic automobile industry. In the agreement signed with Mazda, Haima had used the brand, improved product quality, and suppliers. Selecting other rights, while also firmly controlling the sales rights, these accumulations and experiences laid a good foundation for Haima to develop its own brand.
At the end of 2006, Haima Motors concluded its cooperation with Mazda of Japan and the hippocampus brand was born. Wu Gang told reporters that the product research and development method, quality system, brand reputation and management model obtained from Mazda's technology cooperation are the largest capital of the seahorse. Facts have proved that after three years of adjustments, hippocampo launched its own brand after the introduction of the second generation, the new Premarin, Cupid and other models have won the market's recognition, a firm foothold after the hippocampus began the pace of strategic expansion.
For Haima Motors , it is important to seize the first-tier cities. The vast 3rd and 4th-tier markets also need to be explored. The “going-to-land strategy†of Haima Motors has already been implemented, and the layout of the two-lane operations has been formed. The recent achievement of the Zhengzhou base is a phased achievement of “Hippocampus Going to the Countrysideâ€. According to reports, Zhengzhou Base has a total investment of nearly 3 billion yuan, and the vehicle production and design capacity is 150,000, and Shanghai Ma will acquire the production base of Zhengzhou light depot in Zhongmu County, Zhengzhou . The overall production capacity of the Zhengzhou base of Haima will reach 200,000 units. Passenger and micro-car are the main products of this base.
“According to the strategic direction, Haima has adopted the “two micro†(micro-offer and micro-cab) as its development strategy and has drawn up the “three three†medium-term plans, namely 300,000 vehicles/year, 300,000 engines/year and 30 Home Parts Factory, planning a total investment of 8 billion yuan.†Sun Zhongchun, general manager of Zhengzhou, Haima, told the “Daily Economic News†reporter.
Hair force micro-car market, "not bad money."
With the positive effects of “cars going to the countryside†and “replacement of old†for third and fourth-line markets, the micro-vehicle market became a cake that domestic auto companies rush to snatch. SAIC-GM-Wuling, which focuses on the production of micro-passenger vehicles, has won the championship in passenger vehicle sales even more than any other car company. Haima is no exception.
According to reports, in April 2009, Fushida was mass-produced and listed on the Henan Zhonghao Factory. Haima 's first microcar Haizi Prince will also be offline at the newly-completed production base in Zhengzhou . The hippocampus mini vehicle has received good feedback after trial production. According to Sun Zhongchun, the micro-offset products produced by Zhengzhou base trial production have accumulated sales of 20,000 units since it was listed in May 2009. This is still a situation in which demand exceeds supply.
"This year, the overall auto market will maintain a growth rate of around 10%. The mini-vehicle market will increase from 2.2 million units in 2009 to 3 million this year, and will certainly be ahead of other passenger vehicle markets in the future," said Hainan General Manager, Zhengzhou Sales Co., Ltd. Yongfu’s remarks also pointed out the reason why hippocampus values ​​the “two micro†strategy.
However, according to the 2009 quarterly report of Haima's shares, the company’s operating income from January to September last year was 4.075 billion yuan, a decrease of 15.44% from the same period of last year, and the net profit attributable to shareholders of listed companies was RMB -188 million. These data can not help people worry about the follow-up capital investment in Zhengzhou base.
Sun Zhongchun has full confidence in this, according to him, although this year's hippocampus car performance is not ideal, but Haima shares currently do not have the problem of tight cash flow, due to the accumulation of early years, the current cash flow of hippocampus stock is very abundant, into All the funds for the Zhengzhou base came from hippocampal shares. The company did not lend a penny from the bank. Now the book investment has reached 4 billion yuan.
“The total investment in Zhengzhou’s Zhengzhou Base is expected to reach 8 billion yuan. With the completion of vehicle manufacturers, engine plants, and spare parts plants, 8 billion of funds will be gradually put in place. The management team of our Zhengzhou base currently does not have to worry about money.†Sun Zhongchun said.
There is no timetable for the industrialization of new energy
While domestic automobile enterprises have increased investment in new energy vehicles and R&D efforts, Haima Motors also expressed its determination to develop new energy vehicles. In April of this year, Qin Quanquan, vice chairman of Haima Group and general manager of Haima Motors, disclosed the “blue engine†strategy of Haima Motor in Haikou. However, the senior executives of Haima said in an interview with the reporter of “Daily Economic News†that Haima New Energy vehicle planning is advancing, but there is no clear timetable for the industrialization of related products.
“The industry access of electric vehicles is relatively strict. There are strict requirements on motors, electrical controls, and power supplies. The Haima Group has done a lot of basic research work in these three areas. Next, we will solve the industry first step. In order to solve the problem, Haima Electric Vehicles will first solve the qualification problem in April and May 2010; in the second step, it will solve the problem of demonstration operation. Haima will discuss with the Zhengzhou Municipal Government and the Henan Provincial Government to see if it can demonstrate the operation of the Haima Electric Vehicle in the local area; The three-step process is to prepare for the industrialization of electric vehicles. Sun Zhongchun said that the most difficult problem to be solved at present is the industrialization of electric vehicles. A series of problems such as battery life and cruising range need to be resolved. Therefore, the industrialization of the hippocampus is not clear. Implementation time.