After BYD shouted "Become the first passenger car in China in 2015", another company has challenged it. That is the newly promoted Beiqi Foton Motor Co. In the grand plan of "Futian Automobile 2020: Creating a World Brand" recently released by Foton Motor, Foton shouted the slogan of "the world's first commercial vehicle in 2020 and the first in the domestic car market", in which the car is expected to achieve domestic sales of 1 million vehicles. , overseas sales of 700,000 vehicles.
General Manager of Foton Motor Wang Jinyu told reporters at the launch ceremony of Auman GTL's new energy-saving heavy truck technology transformation project at Auman No. 2 Plant. The goal of the company is to achieve annual production and sales of 4 million vehicles by 2020, with an operating income of over 400 billion yuan, and to enter the world automobile industry. The top six companies will use passenger cars to occupy more than 38% of the total business volume. Reporter Wang Canbin's photography report
Planned a huge passenger car product line
"Fukuda Commercial Vehicle First in the World" has been realized in 2009 at least from the scale of production and sales. Fukuda's 600,000-odd performance exceeded Daimler's 500,000 or so. It was promoted to be the world's largest commercial vehicle manufacturer.
Considering that BYD will achieve the goal of 800,000 vehicles this year, no accident. In 2020, the scale will surely exceed 2 million. In addition, companies such as Chery, Geely, and Great Wall are also chasing after it. Foton Motors took 1.7 million. The scale of production and sales of cars is hardly regarded as the country's oldest, and people inside Futian also believe that this goal is not practical.
However, Zhao Jingguang, deputy secretary of the Futian Party Committee and spokesman of the press, was confident that “to do business is definitely to have good goals. If we only wanted to do a third in the beginning, it would be boring.†He said, “10 years ago, Futian was a farm vehicle. When we entered commercial vehicles, we once said that we must do commercial vehicles first. At that time, no one believed that this goal could be achieved. But last year, Foton has already achieved the world's first. In 2020, Foton passenger vehicles to do first is not not may."
Futian's existing passenger cars are the legendary SUV, the MP Parker MPV, and the MiDi. The three models sold only 13,515 vehicles last year. However, Foton Motors has developed a very large passenger car product line. In the short term, it still focuses on pickups and SUVs. In the future, it will add three categories of passenger car products: CUV, MPV, VAN, and sedan. In 2012, minibuses, CUVs, MPVs, large VANs, and sub-class cars will be on the market, while medium- and large-size sedan cars with Class A and above will also be launched in early 2014. At the same time, Foton Motor also planned three sales networks for passenger cars, micro-cars and cars for passenger cars.
This year, it will invest RMB 12 billion in five major projects.
Foton Motors has quietly laid out a passenger car. On December 23 last year, Foton Motors Beijing Multi-Function Vehicle Factory laid a foundation in Beijing's Miyun County. The plant has a total investment of 3 billion yuan and a designed annual production capacity of 200,000 vehicles. MPV Mengpike, small SUV fans, CUV and other products. Futian will position this plant as a global product base, and it is expected to be completed and put into production in 2011. The models produced will enter the European and American automotive market in 2012.
Fukuda also launched five major projects including Auman GTL's new energy-saving heavy truck technology transformation project, gasoline engine plant, heavy machinery factory and global business headquarters. The total investment is 12 billion yuan. According to the plan, after the completion of the five key projects in 2012, The total vehicle production capacity of Foton Motor will reach 1 million and the number of engines will reach 1 million.
Zhao Jingguang said that funds are not a problem for Fukuda. “We have three channels of financing: one is the company’s own profit, the other is a bank loan, and the third is the financing function of listed companies (including a directional issuance).†He said, “Company 2009 The annual profit is more than 10 billion yuan, and the targeted 2.5 billion yuan will soon be in hand. In the joint venture project with Daimler, Daimler will invest 3 billion yuan, and 12 billion yuan will be implemented in three years. To 5 billion yuan, money is not a problem."
Commercial vehicle profit is enough to support passenger car
Zhao Jingguang revealed to reporters that the company can only launch large-scale passenger vehicles on the basis of a profit of 3 billion yuan for commercial vehicles. “Only in this way can we ensure that when the passenger car starts, the company will be able to sustain its losses and the commercial vehicle business will not be procrastinated.†He said, “It is expected that this year will achieve a profit of 3 billion yuan.â€
Previously, Jianghuai Automobile also made an attempt to leapfrog from commercial vehicles to passenger vehicles. In 2008, dragged by passenger vehicles, the total profit of Jianghuai Automobile Group decreased by 94.58% year-on-year, and the key operating profit decreased by 98.74% year-on-year. 486.08 million yuan. In 2009, Tongyue listed and hit the market blowout, JAC passenger car was relieved.
Zhao Jingguang believes that, in addition to the advantages of management, Futian has an advantage in developing passenger vehicles as a new energy vehicle. In 2008, Foton launched new energy test models such as the hybrid version of the Euro V passenger car, the Mongolian Parker SUV, the MiDi, the electric version of the light sanitation vehicle, and the fuel cell version of the Euro V passenger car. In 2009, Foton received an order for about 1,000 hybrid buses and in fact became the largest production base for new energy vehicles in China. At the 2010 annual business meeting, Foton Mdi Electric Edition was officially released. It was developed on the basis of the product of MiDi, which uses a lithium iron phosphate battery to support mains charging. The charging time is 4 to 5 hours and it also supports quick-change technology. The rated power is 50kW, the torque is 220Nm, and the one-way cruising range is 160km.
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Foton Motor to sell 700,000 vehicles this year
Fukuda Motor Co., Ltd. set a sales target of 70.37 million units in 2010, a year-on-year increase of 16.89%. 2010 is also the year of conversion and the start of the development of Foton Motor in the next decade. Wang Xiangyin, deputy general manager of Foton Motor and general manager of the marketing company, stated that in order to achieve this goal, Futian will carry out transformation of marketing function management, and must make breakthroughs in terms of brand, market, channel, and service.
In 2009, Foton Motors sold 602,000 vehicles, ranking first in sales of single-vehicle commercial vehicles for commercial vehicles worldwide. Breaking through for two consecutive years (2007, 2008), the situation was about 400,000 cars, which was a year-on-year increase of 47%; the market share was 23.1%, an increase of 3.4 percentage points, ranking first in China’s commercial vehicles for six consecutive years. Among them, Foton Auman's annual sales of heavy trucks reached more than 82,000 vehicles, an increase of 45% year-on-year, setting a record for the highest production and sales.
Reporter observation:
Do not want to do first, boring
As the old saying goes, soldiers who do not want to be generals are not good soldiers. Zhao Jingguang, a spokesperson for Foton Motor, told reporters on the company’s 2020 passenger car target: “If you want to be a company, you must have a goal. If you make a third at the beginning, it will be boring!†The author admires the courage of Foton Motor. When decent models were used, the slogan of domestic passenger car number 2020 was announced. Create an ambitious goal first and then approach it step by step.
Commercial vehicle boss Fukuda shouted such a slogan will certainly be subject to outside skepticism. The goal of supporting Foton Motor is that its sales of commercial vehicles surpassed Daimler last year and ranked first in the world. It took only 10 years to complete this process, from the manufacturer of agricultural vehicles to the boss of a commercial vehicle.
However, there are differences between passenger cars and commercial vehicles. First, commercial vehicles are mainly competitive with local brands. Passenger cars are faced with competitions of major brands in the world and are more intense. In accordance with this trend, VW, GM and China are developing. The production and sales scale of some local brands may be about 3 million vehicles. It is not a little difficult for Foton Motor to catch up from zero. Even if Foton Motors has reached the scale of 1.7 million passenger cars, it is difficult to regain its first role. In addition, passenger cars are brand-conscious. Foton Motors is now only a well-known brand of commercial vehicles. Consumers will feel that the Foton passenger car has become a point of soil, or will it be necessary to recreate a passenger car brand? This is not a matter of years.
Of course, just as it was 10 years ago, Foton Motor entered the commercial vehicle from a farm vehicle and also shouted out the first slogan of a commercial vehicle. No one believes that it has finally become the world's number one! Can passenger cars perform such a miracle? God knows! Just as BYD said in 2015 that it was the first place in the country, the industry was in an uproar, but when BYD’s 800,000 targets came out this year, the first domestic goal seems no longer out of reach. I hope the author's worry about Futian is worrying.
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