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Recently, the senior executives of Dongfeng Motor Group disclosed that in 2009, the Group’s production and sales reached nearly 1.9 million units, a huge increase from the 1.3 million in the previous year.
“1.9 million vehicles not only reached a new high scale of operation,†said Zhou Wenjie, deputy general manager of Dongfeng Motor Corporation and chairman of Dongfeng Honda Automobile Co., Ltd., and this year, Dongfeng’s operating quality has improved significantly, and the Group’s gross profit margin and sales revenue The profit rate has reached the leading level in the industry.
Develop your own brand
In 2009, under the difficult situation of the continuous spread of the global financial crisis, Dongfeng actively responded to the impact of the international financial crisis, vigorously carried out business improvement, seized market opportunities, accelerated structural adjustment, promoted low-cost operations, and achieved passenger car and commercial use. The two-wheel drive of the car has maintained steady and rapid growth in operating performance.
Dongfeng Motor sold 1.898 million automobiles in 2009, an increase of 43.6% year-on-year, of which: 1.448 million were sold by passenger vehicles, 450,000 by commercial vehicles, and profits were the best in history.
On the day of December 10, 2009, Dongfeng’s 40-year cumulative production and sales volume exceeded 10 million units. Dongfeng celebrated the 60th anniversary of the founding of the People’s Republic of China and the 40th anniversary of the company’s construction with brilliant achievements, marking the Dongfeng Company’s The business has entered a new period of accelerated development.
On December 29th, 2009, Dongfeng Fengshen H30, the first self-owned brand hatchback of Dongfeng Passenger Vehicle Company, was grandly rolled off its Wuhan plant. According to Dongfeng Automobile vice president and general manager of Dongfeng Passenger Vehicles, Shaohao Shao introduced that the H30 is a four-year research and development of Dongfeng Motor Co., Ltd., drawing on the European and Japanese concept of making cars, absorbing European mature chassis technology, and designing and tuning masters in Germany's advanced chassis. With technical support, Dongfeng Automotive Technology Center teamed up with renowned car designer Giugiaro.
Li Shaozhu said that in 2010, Dongfeng Passenger Vehicles will use Dongfeng Fengshen S30 and Dongfeng Fengshen H30 as engines to accelerate the progress of new projects and continue to advance toward the long-term goal of “advanced brands, strong R&D and efficient businessâ€.
In the development of independent brands, Dongfeng also seeks breakthroughs. Not only has it started to shake off the post-sunset situation in large passenger vehicle cooperation projects, but it has also begun to make new breakthroughs in the joint venture of commercial vehicles and the expansion of niche models. Prior to this, Zhu Fushou, deputy general manager of Dongfeng and Dongfeng, who was in charge of Dongfeng and Zhengzhou Nissan, once said that after Dongfeng has carried out numerous joint ventures on passenger vehicles, in-depth cooperation on niche models and light commercial vehicles will also be in-depth development of future cooperation. One of the paths, this is a new idea.
Increase the full value chain
On January 10, Shenzhen Dongfeng Real Estate Co., Ltd. officially changed its name to Shenzhen Dongfeng South Industrial Group Co., Ltd. Xu Ping, general manager and secretary of the Party Committee of Dongfeng Motor Co., Ltd., said that this move is an exploration and attempt of Dongfeng Motor Company in the automotive service field, and it is a bold experiment for the integration of the automobile full value chain service business. Dongfeng Company encourages enterprises to explore and innovate business models and promote the industrial integration of the automotive value chain.
In the context of the financial crisis, the entire value chain of Dongfeng Commercial Vehicle Co., Ltd. has overcome the impact of unfavorable factors such as the financial crisis and achieved a good result that exceeds expectations. What is more important is that this company has further consolidated its core competitiveness and clearly defined its future development strategy and goals in its actions of “turning crisis into opportunity and breaking through the revolutionâ€.
In respect of commodity power, Dongfeng Commercial Vehicle Co., Ltd. has enhanced the adaptability of commodities to the market through the effective coordination of business enterprises, R&D and marketing of the "Iron Triangle." Commodity strategies have proved to be effective and new products have been used to force oneself: Dongfeng Tianlong has been accepted by the market. In 2009, it sold more than 47,000 vehicles and sold more than 100,000 vehicles. Dongfeng Tianjin also began to produce market effects. In 2009, it sold about 10,000 vehicles. In addition, the company also improved the performance of the construction vehicles, launched a new generation of Hercules Heavy-duty Construction Vehicles and Tianjin Medium-sized Construction Vehicles, and strengthened its competitiveness in the field of construction vehicles.
In terms of marketing power, sub-category marketing has become the focus of Dongfeng Commercial Vehicle's marketing transformation in 2009. The company has established a sales team of five tractors, heavy-duty trucks, medium-duty trucks, heavy-duty trucks, and medium-sized construction vehicles to implement the marketing of the lines so as to maximize the potential of each line. With the support of the new marketing concept, Dongfeng Tianlong continued to grow and Dongfeng Tianjin formed a good reputation. The growth of the Tractor platform was significant.
In terms of manufacturing capacity, Dongfeng Commercial Vehicle's new assembly line was completed and put into production, which greatly increased the production capacity of heavy vehicles. The national leader Wang Zhaoguo personally cut the ribbon for the third line and highly evaluated the comprehensive support capabilities of the new third line. In addition, the D530 cab metal paint capacity enhancement project, dCi11 and 4H engine 30,000 capacity enhancement projects have also been promoted in an orderly manner, enhancing the development potential.
In terms of management capabilities, the N+3 management model was established. Based on an accurate analysis of the market and market conditions, based on the operating environment of the current month, the potential opportunities and risks in the next 3 to 6 months will be predicted and forecasted in a rolling manner. The management measures have promoted the coordinated operation of production, sales, and beneficiaries, capturing operating opportunities to the maximum extent, avoiding operating risks, and ensuring that the company's operations continue to be in a good controlled state.
Explore a low-carbon economy
“Dongfeng Motor Company must also take into account the social and environmental sustainable development mission while providing quality products for the society and its users. This is the dual responsibility that automobile manufacturers must assume.†Xu Ping said that Dongfeng must become a more responsible company. A more reliable green company.
Since entering the field of new energy vehicles in 2005, Dongfeng has so far developed 12 models and has already started operations in 14 provinces and cities. Among them, Dongfeng Tianyi pure electric locomotive, pure electric Ruijing, pure electric Odin and other three models have been announced, and entered the national model of the recommended model for operation. Dongfeng’s Xiangfan New Energy Base has initially realized industrialization of pure electric buses.
The mid-term business plan of Dongfeng Motor Co., Ltd.'s new energy vehicles is divided into two stages: the first stage from 2010 to 2012, the annual sales volume will increase from 1,000 to 8,500 units, and the second stage from 2012 to 2014. The annual sales volume will exceed 20,000 units. Among them, the total number of pure electric light trucks and vans reached 650, the total number of new energy buses reached 1,450, and the total number of pure electric vehicles, service vehicles, MPVs, and mini vehicles reached 17,000.
At the beginning of 2009, in the face of the uncertain automobile market, Dongfeng Nissan publicly announced that its 2009 production and sales target was 388,000 vehicles, making it one of the few domestic companies that publicly announced annual targets in 2009.
At the same time, Dongfeng Nissan also did not cut its corporate citizenship budget because of the influence of the surrounding environment. It continued to invest in safety, environmental protection, and education in accordance with the original plan.
Not long ago, Dongfeng Nissan officially announced the full launch of the "Green City Plan." This is the first domestic electric vehicle-led strategy and the joint participation of local governments in electric vehicle popularization strategies. It has provided new development ideas and executable plans for the accelerated promotion of electric vehicles in China. It is reported that Dongfeng Nissan will introduce electric vehicles into the Chinese market in 2011.
Ren Yong, deputy general manager of Dongfeng Nissan, said: Dongfeng Nissan will continue to perform corporate social responsibility and achieve sustainable development with all stakeholders. In the next three years, Dongfeng Nissan will continue to invest in corporate citizenship, and the total amount will exceed 100 million yuan.
Dongfeng stepped into a new period of accelerated development