"The third type of car brand" is rising

The long-standing "joint venture self-owned brand" has been extremely active recently. The landmark event was SAIC-GM-Wuling, which completed the global launch with its own passenger car brand, Baojun. Some commentators stated that SAIC-GM-Wuling has opened the door to a "third-class car brand" - new forces beyond the joint-venture car brands and autonomous car brands are rapidly emerging in China.

For a long time, Chinese automobiles have been dominated by joint venture brands, and their own brands have grown up. “Before learning to exert power, Baojun did not rush to launch it, but it is likely to be the most fully prepared and most weighty one.” An industry source stated that SAIC-GM-Wuling has accumulated great concentration in the construction of passenger car brands and product R&D. With rich experience and resource advantages, today's “time, place, and people” will lead to major events.

“Baojun is an independent brand that combines the experience and technology of joint ventures, the cost advantage of localized production, and powerful dealer network resources. It is also an independent and accessible brand with international standards of quality and reliability.” General Manager of SAIC-GM-Wuling Shenyang explained the "Baojun" at the press conference.

The scrutiny may be able to find that the word “melt” in Shenyang's discourse actually reveals all the development essence of self-improvement and physical fitness of all joint-venture car companies, and SAIC-GM-Wuling is clearly versed in this. On the one hand, SAIC-GM-Wuling has patiently integrated its shareholders and domestic and foreign resources and cooperated with related domestic institutions and scientific research institutes to build an independent technological innovation model that focuses on me and integrates resources, and has continued for four consecutive years. The car industry sales champions have been verified. On the other hand, SAIC-GM-Wuling has accumulated rich practical experience in R&D, procurement, production, sales and service of passenger vehicles during the operation of Le Chi products and formed a complete passenger car system.

Take a look and make an appointment, thick and thin. In the context of China's car turbulence in the past year, SAIC-GM-Wuling ushered in the opportunity to change the quantity to a qualitative change. It not only pioneered the “Million Million Miracles” in the field of mini vehicles, but also made General Motors in the betting market in China to increase its pet love and actively support its development to a higher level.

According to the company, the Baojun models originated from the mature technology of General Motors and were redesigned and developed by the Pan-Asian Technology Center. In order to "commence start-up for universal synchronization", SAIC-GM-Wuling coordinated and integrated all resources, and completed basic actions such as technological transformation of its own common standards, construction of supporting systems, and training of key personnel in a systematic and systematic manner. "We can even log in directly. Global supply system, sharing data resources".

From the perspective of "geographical location", Baojun has a very important position for SAIC Motor, which is developing its own brand. “BaoJun will become a leading brand for passenger cars suitable for global emerging markets, together with Roewe and MG, it will become the 'troika' of SAIC Motor’s own brand strategy.” Chen Hong, president of Shanghai Automobile Group Co., Ltd., once said. This means that Baojun Motors will share SAIC's R&D, supply chain and other resources as well as its experience in developing the local passenger vehicle market.

At the same time, Baojun also received government support. Liuzhou Municipal Government has established a large-scale industrial park in the Hexi Industrial Zone, with a land area of ​​139.59 hectares and an estimated total investment of 4.35 billion yuan, which will provide comprehensive support for Baojun's parts and logistics. All this will accumulate advantages in terms of capital technology, cost control, channel sales, and close to market demand.

With the "early days" and "geographical benefits," the "people and harmony" will come naturally. At the Baojun branding conference, Shanghai Automotive and General Motors China senior executives attended the event with a higher emphasis than the general brand release. After a month, Baojun Motor’s investment conference held in Guilin was attended by 200 dealers from all over the country. ......

In the face of the development difficulties of autonomous auto brands, SAIC-GM-Wuling - the left is the international resources, the right is the local insight, the front is a huge market, followed by a solid R & D and manufacturing, especially the rising second and third tier market ... Baojun's launch It is the right time.

Of course, many joint ventures have realized this. As far as the author is aware, with the exception of Guangzhou Automobile Honda, Changan Ford, Beijing Hyundai, Dongfeng Honda, etc. are brewing their own independent brands, and joint ventures take advantage of their own brands, undoubtedly indicating the advent of the “third brand” era of automotive brands.

It is reported that Baojun's first model will be off the assembly line at the end of the year and will focus on the mid-level car market with the largest share. As the old saying goes: The seeker seeks profit, the seeker seeks a great cause, and the seeker seeks the world. Perhaps the real challenge for SAIC-GM-Wuling is to have sincere communication with consumers.