Editor/Qian Yaguang
Design/Zhao Haoran
In the early morning of March 20th 10: 30, a MIFA 9 slowly rolled off the assembly line from Nanjing "Lighthouse Factory" of SAIC Chase MAXUS. This China automobile brand, founded in 12, ushered in the milestone that100000 vehicles rolled off the assembly line the day before its birthday.
12 years, 1 10,000 vehicles. Looking at the figures alone, this scale may not be conspicuous in the automobile industry, but for SAIC MAXUS, which started as a light passenger and continued to struggle in small markets such as MPV, pickup trucks and RV, it was not only founded in 12, but also sold 1 1 year. It has achieved the catch-up speed known in the industry and achieved the first or leading position in many market segments such as light passenger cars, pickup trucks, RVs and medium-sized MPVs. At the same time, it is also the first China automobile brand to reach 6,543,800+,with overseas exports accounting for 25%.
Looking back on the 12 years that SAIC Chase MAXUS has gone through, auto business review thinks that its success can be summarized as two points: first, persistence in overseas markets, and second, user thinking under the guidance of C2B.
Twelve years of reincarnation is both a past and a new beginning. Twelve years for an enterprise, just like life, is from immaturity to maturity.
Standing on the milestone node of 654.38+00,000 vehicles, facing the future, SAIC Datong MAXus put forward a new goal of strengthening the investment in passenger car products and creating MAXUS family labels in the household field, striving to bring richer and higher-end multi-person travel scene experience to family users and become a "leader of personalized multi-person travel experience".
Long-term internationalization theory
In 2022, China's automobile export volume reached 3.4 million, up 55% year-on-year, surpassing Germany for the first time to become the second largest automobile exporter in the world, and the new force of car-making also sold smart electric vehicles to a higher-end market-Europe.
When domestic car companies began to take internationalization as an equally important strategy as electrification and intelligence, SAIC Chase MAXUS 1 1 has been exploring and cultivating internationalization for years.
20 1 1 SAIC MAXUS has established the development strategy of both domestic and overseas since its establishment, although some of them have been forced out.
Lan, vice president of SAIC Group, said frankly that SAIC Chase MAXUS was born in the fierce domestic market, and the entry point of products is all small and vacant domestic market segments, but these markets have great market space overseas. However, in terms of internationalization and overseas market development, SAIC Chase MAXUS also has its own criteria, which is to adhere to the long-term value strategy of "high quality, high price and high sales volume".
Taking the brand's high-end sea route as the "foundation", the whole business chain has established its internationalization ability, and chose to take the difficult and tortuous high-quality route from the beginning. SAIC Chase always believes that adhering to the quality competition route will go further than fighting price wars.
"We don't do one-off export trade. Whether it's a general distribution model or a direct sales model, we all hope to make the best technology, products, channels and services in combination with local culture and market demand. SAIC Chase first entered the markets of developed countries such as Australia, New Zealand and Europe. The overseas prices of our new energy products are the same as those of Mercedes-Benz and Ford. Prices and profits in overseas markets are higher than those in China. Overseas distributors and users also have a high awareness of our products and brands, which is fame and fortune. " Lan said.
This long-term doctrine is also reflected in the case of SAIC Chase MAXUS' overseas market breakthrough and growth.
For example, in the pickup truck market in Chile, SAIC MAXUS not only combined the advantages of its own products with local dealers, but also began to shift pickup trucks from production tools to Workmate, and then to the value of mate and the output of new use scenarios, thus expanding sales. It also sublets traditional official vehicles with dealers, successfully breaking the monopoly of traditional Japanese, Korean and American products in the local market and becoming the first brand of local pickup truck sales.
For another example, in the Australian-New Zealand market, starting from the story of Dave, a "crazy" journalist, SAIC Chase MAXUS gradually passed on the product quality and excellent service to local consumers, which made the van models such as G 10 and G 10 PLUS gallop all the way in the new Australian market, wrestling with the established elite, and dominating the market segments in terms of sales volume, market share and word of mouth for a long time. The V90 successfully ended the leading position of Mercedes-Benz Sprinter in the Australian large van light passenger car market for 23 consecutive years, and became the story of its first brand in market segment sales and market share.
Up to now, SAIC MAXUS has accumulated 25% of overseas exports and sold well in 73 countries and regions around the world. The cumulative overseas sales have exceeded 250,000 vehicles. The main sales markets are Australia, New Zealand, Britain, Chile and other developed countries, forming five "10,000-car-class markets" in Australia, New Zealand, Mexico, South America, Europe and the Middle East, ranking first in the market share of many developed markets around the world for a long time and becoming a piece created by China.
Persistence in overseas markets has also enabled SAIC Chase MAXUS to seize the opportunity and dividend of transforming new energy sources in the global automobile market.
In 2022, when China applauded the export of Xpeng cars and Weilai cars to Europe, SAIC Chase MAXUS had achieved sales of 654.38+08 million vehicles in Europe, of which 80% were new energy products.
MIFA 9, which achieved the "0 breakthrough" of high-end pure electric MPV“0 in Europe, is the first pure electric pickup truck of China brand to land in the European market, and T90 EV is the first pure electric pickup truck mass-produced in the European market. Sweden has the top three market share of electric light vehicles, Spain has the first market share in EV30 years, EV90 has the first market share of Norwegian large electric light vehicles, and SAIC Chase has become the first China automobile brand to fully cover the electric market segment of European light commercial vehicles.
In the UK, the price of SAIC MAXUS EV90 products is higher than Renault's, on par with Volkswagen and Mercedes-Benz. Ford also specially rented this product of SAIC MAXUS for in-depth investigation.
EV90 and EV30 are among the best in terms of cruising range, product energy consumption and charging performance, and won the second place in the German Automobile Innovation Award "Most Innovative Mass Production Brand-Electric Vehicle".
In June 5438 +2022 10, SAIC Chase MAXUS established SME in Europe, seeking to further explore the European market with local dealers, with a sales target of 37,000 vehicles in 2023.
In Australia's new market and South America's market, SAIC Chase Mais has also established a brand image as a leader in new energy logistics vehicles.
T90EV, EV90 and MIFA 9 are the first players to enter the Australian pickup truck, large and medium-sized pure electric van and high-end pure electric MPV market.
Two new energy products, EV30 and MIFA 6, have also joined hands to open the incremental market of new energy tracks in South America.
At the same time, adhering to the long-term doctrine and adhering to the standards of one overseas and one domestic, it has also improved the systematic ability of SAIC Chase MAXUS in product development and manufacturing.
At the beginning of 2023, in the new European NCAP test, SAIC Datong MAXUS MIFA 9 scored the highest score in a single field of adult protection, child protection, head-on collision test (MPDB) and whipping test (rear-end collision), and stood out from more than 100 European best-selling models participating in the test, creating a China brand in the European NCAP test and Europe.
User's Thinking under C2B
In addition to the forward-looking layout in internationalization and persistence in long-term value, another reason why SAIC Chase MAXUS can become the first or leading in the industry in many market segments at home and abroad is that he is an automobile enterprise that put forward user thinking earlier in China, and took the lead in creating differentiated C2B customized models and created the brand image of "China Automobile Customization Expert".
The light passenger car products started by SAIC Chase MAXUS are a market with diverse demands, usage scenarios and models, which also makes their first Wuxi factory established on 20 1 1 adopt a multi-model and flexible automobile production line, which can support the synchronous production of more than 200 models on six platforms at most.
In 20 16, SAIC Datong MAXUS cut into the passenger car market with MPV, SUV and other products, and also proposed large-scale personalized intelligent customization for C2B users, and built SAIC Datong Nanjing factory, which was later rated as "Lighthouse Factory" by Davos World Economic Forum. This is also the world's first new C2B user * * * customized mode factory.
C2B users not only give users the choice of product configuration, but also open the digital contacts of product life cycle, such as product development, design, experimental verification, offline experience and after-sales service, so that users can participate in brand and product building more extensively and deeply, which not only greatly shortens the distance between SAIC Chase and users, but also provides a strong support point for SAIC Chase's sustainable development.
At the same time, in the process of practicing C2B, SAIC Datong MAXUS grasped the changes of users' needs and values through two adjustments of organizational structure and process system, and actively carried out digital transformation in * * * customization, intelligent R&D, channel reconstruction, product and service upgrade, and upgraded the capacity building of digital management system to C. When other car companies just shouted the slogan of transformation to user-oriented enterprises, they had already completed the transformation from simple car-making enterprises to user-oriented enterprises.
C2B also uses its customization and differentiation to make SAIC Chase MAXUS win its own advantages in several market segments.
For a long time, in the light passenger car market, SAIC MAXUS has been using cars in various fields of people's livelihood and society, including breakfast cars, refrigerated trucks, postal vehicles, negative pressure ambulances, engineering vehicles, police cars, school buses and so on. And through the customization of C2B users, it constantly meets the diversified market demand.
On June 5438+1October, 2022, at the MAXUS“VAN Wonder Night "of SAIC Chase, when creating personalized customized light passengers such as V90 station wagon, V90 motorcycle version, V90 mart version and V90 camping version together with C2B users, light passenger products got rid of the attributes of production tools in people's eyes for the first time, completely defined VAN life, and set off a new life of light passengers with grass in their hearts.
Today, whether it is the traditional light passenger car, new energy light passenger car or customized light passenger car owned by SAIC Chase MAXUS, it has not only become a powerful partner for light passenger car users from all walks of life in various scenarios such as entrepreneurship, camping and travel, but also helped enterprises broaden the brand moat of the light passenger car industry.
In 2022, SAIC Chase MAXUS became the "domestic single brand sales champion of light passengers". In the first two months of 2023, its sales volume continued to grow again, and it has successfully ranked first in the light passenger industry.
In the passenger car market, C2B has become the key weapon for SAIC Chase MAXUS to achieve market breakthrough.
In the user * * *, SAIC Chase MAXUS not only started from a blank sheet of paper, but also raised funds with hardcore off-road enthusiasts to mass-produce off-road performance. The interior and functions include an electric winch with a towing force of up to 65,438+00,000 pounds, which is more in line with the special configuration of off-road scenes.
It is also in the pickup truck market that new passenger usage scenarios are constantly explored. In 2022, SAIC Datong MAXUS family products became the pickup truck brand with the first growth rate in domestic market segments and the second sales volume at home and abroad.
In the field of medium and large SUVs, SAIC Chase MAXUS and younger and younger users * * * create off-road SUV territory and deepen market segments with "unlimited" extraordinary experience and lifestyle.
In the pure electric MPV market, based on users' demands and innovations, the MIFA 9 sliding door side window has fallen to the lowest level in the industry, bringing users a "one-down" experience. This change not only conforms to users' tastes, but also creates a more friendly green mobile travel space and promotes product sales.
In the RV market, since last year, SAIC Chase has successively released the first series of high-quality RV products, such as Explorer T90, Voyager V 100 series, Voyager V 100 series, Voyager RVLIFE camping edition, heavy truck RV and so on, and built three series of RV lineups, covering 90% of the market demand, and innovatively laid out the direct experience store model in the industry.
C2B has also played a role in attacking cities and pulling out villages in overseas markets.
In Europe, in the actual use process, light passengers often have various modification schemes for vehicles, such as adding square cabins with adjustable size and docking square cabins for various purposes. How to standardize chassis trucks is one of the difficult problems that the industry has been facing in the past.
MAXUS of SAIC Chase combines the self-developed algorithm formula to flexibly "arrange and combine" according to customers' needs, and reserves a variety of C2B customization schemes for customers' electrical and even car networking interfaces, so that users can flexibly install the shelter according to their own use needs according to the "menu" provided by SAIC Chase after getting the chassis car, which is far superior to the general local refitting factory.
C2B's customization scheme not only enabled SAIC Chase MAXUS to fill the gap in the local market of electric wide-body light passengers, but also received a thank-you letter from European dealers.
"SAIC Chase's wide-body light passenger EV90 has changed the market structure, so that consumers no longer only pay attention to top European brands such as Mercedes-Benz and Ford." The thank-you letter wrote.
It can be said that SAIC Chase MAXUS customized not only products, but also a way of life, creating advanced customization for the ecosystem. It has also become the "number one player" in the eyes of users to customize application scenarios and lifestyles.
Personalized multi-person travel
The Knockout star Zhang Songwen said in his recent speech: "You can see the lush leaves, but it is its roots that support the lush leaves. Only when the roots are deeper and stronger will beautiful flowers bloom one day. "
Undoubtedly, after working in places that no one has ever seen before for 12 years, international long-term and C2B user thinking have built a development support and a solid root system for the achievements made by SAIC Chase MAXUS in the past 12 years.
Lan told auto business review that internationalization and personalized customization have made Datong MAXUS the first and leading position in many market segments, which has enabled enterprises to operate more steadily in the fierce market competition and changeable market environment.
"In 2022, when the commercial vehicle market suffered a huge industry decline, our market share was still increasing, and 70% of domestic dealers reached a profitable or flat state. At a time like this year, we can face the present and the future more calmly. The important reason is that the price is not chaotic and the dealer system is not chaotic. " Lan said.
Xu Li can hide far away for a period of time.
On March 20th, on the occasion of the 12th anniversary of SAIC MAXUS, Hao Jingxian, general manager of SAIC MAXUS, not only announced the Chinese name of MIFA series of new energy products as "Everyone", but also hinted that SAIC MAXUS' excellent new energy products would help more global "big families" to travel in various ways, reflecting its advanced new energy technology and forward-looking layout, and even said that the company would focus on multi-person travel scenarios and achieve a new symbol of Maxus family in the home field.
When camping, picnicking and hiking become the new trend of life, the V90 camper and RVLIFE RV owned by SAIC Datong MAXUS become the "best gear" for travel, and measure the scenery along the way with the users. When unlimited outdoor off-road ideas begin to sprout, hard-core "off-road weapons" such as territory, Amazon version of D90 Pro, and SAIC Niu Mowang's gradual dream may come; When the concept of green travel is more and more deeply rooted in people's hearts, the ultimate MIFA new energy series has become the "dream cars" of "electricity" and bright life; MPV models such as G90, G50 PLUS and G20 have become highly sought after "ideal vehicles" when daily commuting and business trips are increasingly pursuing high quality.
"Continue to pay attention to the needs and changes of users' travel modes, deeply focus on the field of multi-person travel, and gradually form a complete multi-person travel product spectrum. Among them, family users are a very important part of all users we pay attention to, and we hope they can get the best and warmest experience about family travel and multi-person travel." Hao Jingxian said.
On the day's celebration, SAIC Chase MAXUS released a new series of V 100 RV based on EV90, and jointly launched a customized version of the new road V90 "Mobile Living Home" with the theme of "Home" with the global home furnishing giant Shanghai IKEA, which is completely different from the traditional light passenger car and meets the needs of diversified cross-border use.
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This article is from auto business review, written by Yi Chehao, and the copyright belongs to the author. Please contact the author for any form of reprint. The content only represents the author's point of view and has nothing to do with the car reform.