Fengshen's first SUV "late"

The first two quarters of 2014 are about to pass. From the results, the start of the self-owned brand during this period still cannot stop the decline. The market share has been diluted by the joint venture brand year after year. The harshness of the market environment has forced independent brand manufacturers to accelerate the renewal of models in the last two years, especially the hot SUVs on the market. In the face of a good SUV product, independent brand manufacturers invariably choose the “quick-to-market ahead of schedule” fast pace in order to seize the opportunities.

For Dongfeng Fengshen, which is also in its own brand winter, the chill seems to be even more embarrassing. In the past year, the new platform and new technology were "insulated" from Aeolus. In the absence of "new" products, Dongfeng Fengshen lost 1.1% of its sales in the first four months of 2014.

So, which product can become the "doping" of Dongfeng Fengshen's next stage of development? This is undoubtedly the world's first compact SUV AX7 during the Beijing Auto Show, but it is precisely this AX7, Dongfeng Fengshen polished for 4 years, although the internal quality evaluation and other key indicators have reached the standard of listing, but it is not like other The brand chooses to be listed in advance, but waits for the fourth quarter of 2014 to be released according to the original plan node. The slow rhythm stems from the “quality road” chosen by Dongfeng Fengshen in the development of its own brand.

In 2002, Dongfeng completed the historic reorganization of the automotive industry, with the exception of commercial vehicles and the five brands of joint venture passenger vehicles. In this period, Dongfeng Fengshen, a brand of self-owned passenger cars that completely belonged to Dongfeng, began to breed. In 2005, the preparatory group was established and in July 2007, the construction of the four major factories began.

What to take with Toyota, Volkswagen PK? “When Dongfeng was a self-owned brand at that time, the key lies in what kind of development method is used by Dongfeng Fengshen?” Li Chunrong, secretary of the Party Committee and deputy general manager of Dongfeng Passenger Vehicle knows well that if Dongfeng Fengshen wants to be successful, it cannot rely on the new car to release “ "Speed" is also unlikely to cross the gap with foreign brands in the short term and must be carried forward step by step.

It is extremely difficult for Dongfeng to engage in independent brands. The external commentary on Chinese auto brands is nothing more than two: one is that low-cost strategies are low in price, and the second is simply to follow the high-end route, but these two routes are Not approved by Dongfeng. Back to the brand level, not to mention a century brand Ford, PSA, even if the Dongfeng joint venture Nissan, Honda, which is not a little accumulated for decades?

After a comparative study and combined with Dongfeng culture, the quality-centered business model was determined as the development direction of Dongfeng Fengshen. In terms of strategy, results, system, implementation, distributors, marketing, and culture, Dongfeng Fengshen takes “quality” as its criterion. The first model, the S30, is still selling well after it was launched. It finally proved that it was right to choose quality.

The Dongfeng Fengshen's first SUV AX7 has gone through a full 4 years from R&D to the 2014 Beijing auto show. According to this judgment, Fengshen has lost the market's “opportunity”. This statement is not without reason. According to the survey, there are nearly 100 kinds of SUVs in the Chinese market and the competition is becoming increasingly fierce. Without the stimulation of new products, distributors' complaints and sales pressure will follow in 2014. And watching the blue ocean become the Red Sea, as the late Aeolus AX7 why win the trust of consumers?

Li Chunrong has been firmly convinced of the "80/20" law and firmly believes that "the first is to be unsuccessful and then to win". In his view: "The AX7 will challenge the top three of its own brand sales" and will not blindly push new ones. Li Chunrong frankly stated that if he fights speed, the Fengshen SUV can also be developed within two years. However, this does not conform to Dongfeng's culture. The goods we want to develop can only take the path of quality and integrity. AX7 is to be a pregnant woman in October. Health "full-term child."

According to reports, AX7 started from the start of the project, through nine crossings and nine meetings, each of which can stop the AX7 project. Each crossing has a definite time node, forcing AX7 to follow the "quality" rhythm of Aeolos as early as possible. .

Not long ago, Dongfeng Motor Chairman Xu Ping has personally tested the AX7 and said that all aspects are very good. Now that the product is mature, AX7 is only one step away from listing, but Li Chunrong still hopes to control the pace and further improve quality. This idea of ​​not making quality home without listing has also been approved by Chairman Xu Ping: "We will definitely not allow early listing and will not allow it."