It was like a raging fire and a sudden flood of water. It instantly turned to death. Renault , who was anxious to rejuvenate the Chinese market, suffered such a blow in China.
"Renault's things do not need to be rewritten. They have not done their own thing." A senior Dongfeng Group recently sentenced Renault's localization project to the east wind and sentenced him to death.
Take a drink
“Impossible, and there will be no possibility of Dongfeng Nissan and Dongfeng Renault coexisting.†In an informal occasion in mid-July, Zhou Wenjie, deputy general manager of Dongfeng Group, said that he would speak upright when he talked about Renault’s localization project or will settle in Dongfeng. .
In May this year, a source with unknown sources began to circulate in the industry. The source said: Renault Logan, which will be introduced by Dongfeng Nissan in 2011, will be codenamed L90. “We did not hear this news, nor did we have this plan.†General Manager Nobuyuki Otani of Dongfeng Nissan Passenger Vehicle told the outside world that Dongfeng Nissan’s OEM production of Renault was not accurate.
"We are only responsible for Renault's imported car business, and localization is not very easy to say." After sending a few text messages and N telephone calls to Renault Greater China CEO Chen Guozhang, Renault imported car division staff. Given the expected response, "Now Renault's global life is not good, and it really is not necessary to talk about localization."
On July 30, Renault’s performance report showed that Renault Group lost more than 2.7 billion Euros in the first half of 2008, compared with 1.55 billion Euros in the same period of last year; vehicle sales were 1.1 million, a year-on-year decrease of 16.5%.
Today, Dongfeng's high-level position is actually blocking Renault's road to localization.
Fall apart
In September 2002, Dongfeng and Nissan signed an agreement to establish a comprehensive cooperative partnership. In June 2003, Dongfeng Motor Group took out 70% of the assets and Renault established a joint venture to establish Dongfeng Motor Co., Ltd., Dongfeng and Nissan each hold 50% of the shares. Behind the series of big moves of Dongfeng Nissan, the shadow of French Renault has been flashing.
At that time, Dongfeng Limited once had a very ideal "Golden Triangle" plan: According to the preliminary agreement between Dongfeng, Nissan, and Renault's China, Japan, and France parties, after the signing of the contract, the investment amount of each party will be as high as 3 billion yuan, accounting for 50% of the Chinese and foreign shares. . It is planned to produce three cars and one passenger car, and the production plan will reach 150,000 within three years. The three-way joint venture arrangement is to build a truck and bus base in Shiyan City, Hubei Province, and Xiangfan has become the second car production base after Wuhan.
However, after the "Golden Triangle" plan surfaced, Renault did not enter China. There are two main reasons. First, Renault-Nissan CEO Carlos Ghosn's global strategic needs require Renault to ease into China; second, Renault and Dongfeng Group are disagreeing on the location of the project. Renault wants to settle in Guangzhou Huadu (where Dongfeng Nissan is located), which has closer matching resources, while Dongfeng wants to keep Renault in Hubei.
“According to the plan at the time, Renault should enter China with Nissan during the same period. In the planning of 600,000 passenger cars, Nissan and Renault each have 300,000 vehicles.†At a recent media communication meeting, Chen Guozhang confirmed the industry’s Analysis, "But due to the site selection problem and Renault's construction in Iran and India, it delayed the localization of Renault."
Zhang Xiaowu is deputy director of the automotive industry project of the Wuhan Merchants Bureau of Wuhan Economic and Technological Development Zone. The government official who participated in the investment promotion work of the Renault Sanjiang project more than a decade ago still pays close attention to Dong Feng and Renault. If Renault is able to Staying in Hubei, it was a big achievement - but now, it is not optimistic. "Recently, it hasn't really touched Renault." Zhang Xiaowu told the "China Business" reporter.
Uncertain future
In early 2009, the Renault-Nissan Alliance established a Greater China Region in China and appointed Chen Guozhang, who is familiar with the Chinese market, as the CEO and managed the sales of Renault imported vehicles in China, Hong Kong, and Taiwan. Correspondingly, Renault-Nissan’s headquarters in Paris also set up the China Regional Committee. Nakamura, formerly the general manager of Dongfeng Nissan, was appointed chairman of the committee and coordinated the business with China.
After Chen Guozhang took office, he put forward eight specific measures for Renault’s China Recovery Plan, supplemented by the introduction of new models (New Laguna and Koleos), and Renault’s import performance in the first half of the year exceeded expectations. Renault also raised its sales target in China to 6,000 this year, which is more than three times the target set at the beginning of the year. "This goal terrified the headquarters," Chen Guozhang told reporters. “Now the Chinese market is already the core area of ​​Renault’s global strategy and enjoys the priority of global supply allocation. It has even surpassed South Korea.â€
But when it comes to Renault domestically, Chen Guozhang will not talk about it, but only gives a domestic premise "the annual sales volume of imported cars must reach 20,000."
"As of the end of July, the number of orders for Koleo has reached 4,000, and sales of New Laguna have exceeded our expectations." The latest figures provided by Renault's Import Car Division show that this year Renault's performance in the Chinese market will again be shocked. French headquarters. Faced with this situation, Renault has already proposed to challenge the sales target of 10,000 vehicles in 2009. It is clear that the "domestic conditions" of 20,000 vehicles will also be just around the corner.
Even though the situation is gratifying, Dongfeng still “will not give Renaultâ€. "All French cars have a process of redevelopment. The workload is very high and the cost is too high." Zhou Wenjie has quite a few experiences after working with another partner, PSA from France for many years.
Dongfeng Nissan and Dongfeng Honda have been overloaded in the four joint-venture passenger car segments of Dongfeng Group . The situation of Shenlong and Dongfeng Yueda Kia is also improving. "Comprehensively, the capacity utilization rate has exceeded 85%." Zhou Wenjie used the data to show the current situation of the Dongfeng. "Now is not the time for more (joint venture partners)."
In the face of doubts from the Chinese side, does Renault still have a chance?
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