SAIC: brand journey

Keywords: SAIC brand Faw Chery brand building

Gratifying to SAIC brand car named majestic. At this point, the domestic automobile industry of the three traditional large enterprises already have two (Faw and SAIC) have independent brands, plus new SME Chery, Geely, China automobile industry and contributes to a proprietary brand of make cars movement. And other independent brand automobile enterprises, SAIC international automotive technology and resources of the high starting point leading national car brand strategy is a new way of developing by leaps and bounds. In the input has been invested in the development of own-brand passenger car behind the SAIC group can build corresponding development system and development ability of own brands? SAIC way could go better? Faw and Chery learns not to ignore.

Faw — without breaking the nature not lap

Faw as a representative of the traditional big enterprise, its own brand "red flag" and a "technique of grafting-" model of development. Since many years failed to innovation, competitiveness gradually weakened the red flag, walked to the edge of the market. The previous period, Faw has introduced the use of Mazda 6 chassis development of own brand "Pentium" car. Although its continued the original model manipulation excellent benefits, but due to the overall design selection slip, the car could make people very angry. In the face of mature model technology, lack of domestic enterprises introduced strength and confidence, and often do not dare to major changes and innovation, the fear of affecting the original models designed and overall reliability. Therefore, domestic enterprises is difficult to really absorb the essence of foreign advanced technology and on this basis to develop their own design and development capability. This is the domestic large enterprises independent brands on one of the more serious problem.

Chery — to independent more to quality

Chery is emerging small and medium-sized automobile enterprises, the development of typical walk a path of external cooperation and development. For example, the situation is ruiqi imitation of Jetta passenger car chassis, engine and qiyun car a foreign brand of car engine has some technical dependencies. Recently, Chery and and AVL company joint development of a new engine products. In recent years, Chery in independent development aspects to take full advantage of domestic and international resources, the delegate or the joint development of new models of various important parts in the technology development strength are faster. However, because the entire car integration capabilities to be promoted, the degree of importance on quality, coupled with the model development cycle is shorter, Chery in product detail aspects of quality and reliability of the whole vehicle is yet to be improved on. In the face of market pressure, too concerned about short-term benefit at the expense of long-term, potential problems, has become one of the same type of emerging common problems and medium-sized enterprises.

Experience and lessons learned

Faw and Chery represents domestic brand building two typical enterprise. Compare the two companies, the former is completely dependent on the introduction of foreign advanced vehicle technology to develop its own brand, which is an important component of external cooperation and development of independent and integrated way. Before a development way consequences of is the lack of sustained development capabilities of the vehicle, the latter development of deficiency is unable to guarantee product quality and reliability. The issue ultimately was the lack of firm's independent development will and sufficient technical accumulation, cannot be introduced technology really assimilate and into your own development capability. Here, we do not want to see some enterprise only concern the immediate interests at the expense of long-term core competitiveness, but also do not want to see some enterprises with state money do filling point facade of the political movement make cars. China's automobile industry, the brand building need practice and experience, is patient, is a whole industry of people stepping down to dry up for decades.