Reporter Zhang Jiazhen reports from Wuhan.
After achieving a "good start" in sales in January 2024, Dongfeng Motor Group (hereinafter referred to as "Dongfeng Company") took advantage of the victory and set the development goal of "striving to achieve 3.2 million sales in 2024" and handing over the "new answer sheet" for Dongfeng's transformation and development.
It is understood that 2023 is the first year of Dongfeng Company's promotion of the "three-year action for transformation and upgrading", and 2024 is a key year for accelerating transformation and upgrading. Statistics show that in 2023, Dongfeng will sell a total of 242 cars120,000 units. This also means that Dongfeng's 2024 vehicle sales growth target will exceed 30%, reaching about 33%.
At the 2024 work meeting of Dongfeng Company held on January 12, 2024, Yang Qing, Secretary of the Party Committee and Chairman of Dongfeng Company, requested that all units should rigidly undertake the goal, run the market, grab orders, allocate resources, and add color to the overall situation with the light of a domain; It is necessary to catch up with the business rhythm, form a favorable starting attitude, and achieve "fighting for the first quarter, winning the first half of the year, and struggling for the whole year".
As a representative of the "national car-making team", what is the confidence of Dongfeng Company in the comprehensive market? Or due to the "time" and "potential" accumulated by the "Oriental Wind Rising" plan, the "leap action" of scientific and technological innovation and the "three-year action of transformation and upgrading". At present, Dongfeng Company has fully completed the strategic layout of new energy brands, platforms and products, especially in terms of self-owned brand new energy passenger vehicles, and has formed a full-category new energy brand pattern of "Mengshi" luxury, "VOYANT" high-end, and "Dongfeng" (Dongfeng Fengshen, Dongfeng Yipai, Dongfeng Nano) mainstream.
The relevant person in charge of Dongfeng Company said in an interview with the reporter of China Business News that Dongfeng Company is accelerating the promotion of products mainly based on fuel vehicles to energy-saving vehicles and new energy, and will launch 21 independent new energy passenger car models and 17 new energy commercial vehicle basic models in the next three years after the "14th Five-Year Plan", and realize 100% electrification of new models of the main brand of independent passenger cars in 2024, and the sales of new energy vehicles in 2025 will double compared with 2022 and exceed 1 million.
The sales target for 2024 is 3.2 million units
2024 is a crucial year for Dongfeng Company. The reporter combed and found that at the group meetings held at the end of 2023 and the beginning of 2024, the management of Dongfeng Company emphasized many times: "2024 is a key year for the company to accelerate transformation and upgrading. ”
It is understood that under the impact of the "blowout" of new technologies in the automobile market and market changes, Dongfeng Company released the "Dongfang Fengqi" plan and the "leap action" of scientific and technological innovation in 2021. In 2023, Dongfeng Company will comprehensively sound the clarion call for reform and transformation, and further launch the "Three-year Action for Transformation and Upgrading", taking the achievements of scientific and technological leap as the cornerstone to expand to brand leap, product leap and value leap.
Relevant statistics show that in 2023, Dongfeng will sell a total of 242 vehicles120,000 units, new energy vehicles accounted for 216%。Among them, the sales of new energy vehicles 5240,000 units, and about 430,000 new energy passenger vehicles were sold; commercial vehicle sales were about 510,000 units; Overseas markets to achieve exports 2310,000 units.
According to the relevant person in charge of Dongfeng Company, the company grasps the new mission and new positioning of state-owned central enterprises in the new era and new journey, and updates the "14th Five-Year Plan" and the "Three-year Action for Transformation and Upgrading" to "fight for the first."
1. Be a good national team" as the theme, and clarify the "position" and "potential" goals and tasks that match the national team.
Dongfeng's business goal is to return to the 3 million level of sales in 2024 and reach 3.2 million units. The person in charge of Dongfeng told reporters that in the future, new energy vehicles, overseas exports and the aftermarket will become a new and strong growth pole. Specific to the new energy vehicle sector, in 2025, Dongfeng Company will take the lead in achieving the goal of "independent new energy vehicle sales of one million" among central enterprises.
For the above goals, Yang Qing pointed out at the 2023 annual summary and commendation conference of Dongfeng Company held on January 26, 2024 that 2024 is a key year for the company to accelerate transformation and upgrading.
In January 2024, Dongfeng Company won the first battle and achieved a "good start" in sales, with a total sales of 2740,000 vehicles, a year-on-year increase of 1202%, the sales scale returned to the third place in the automotive industry. Among them, 22 passenger cars were sold60,000 units, 4 commercial vehicles80,000 units, doubling year-on-year; Sales of medium and heavy trucks 210,000 units, ranking first in the industry; sales of gas vehicles were 3,714, a year-on-year increase of 943%; New energy vehicle sales 690,000 units, a year-on-year increase of 2894%；Sales of private label automobiles 1310,000 units, a year-on-year increase of 1428%。
In recent years, the company has focused on the mission of high-quality development, accelerated innovation-driven and technological leap, implemented the 'three-year action for transformation and upgrading', basically completed the business layout and commodity layout of new energy vehicles, and basically formed the system capabilities of platforms, technologies and resources. You Zheng, member of the Standing Committee of the Party Committee and deputy general manager of Dongfeng Company, said, "This is the confidence and support for the future development of Dongfeng Company." ”
The independent "Five Tigers" attacked the market segment
In the face of the "challenging goal" of "striving to achieve 3.2 million sales in 2024", what preparations has Dongfeng made in the construction of its own brand system and the transformation and upgrading of joint venture car companies?
In terms of the construction of its own brand system, the person in charge of Dongfeng Company said that it is comprehensively carrying out the strategic deployment of new energy "three-year action" and passenger car new energy "leap action" and new energy "leap project", and strive to sell 1 million independent new energy vehicles by 2025, promote "brand jump", accelerate the image of "new state-owned enterprises with science and technology", and help Dongfeng brand to go up.
It is understood that after years of market development and technology paving, Dongfeng's independent brand system has formed a "five tigers" brand matrix of Dongfeng Lantu, Dongfeng Mengshi, Dongfeng Fengshen, Dongfeng Yipai and Dongfeng Nano to cover the high, medium and low multi-level markets to meet the car purchase needs of more target users.
Among them, as the backbone of Dongfeng's transformation into a new energy track, Dongfeng VOYAH's sales in 2023 will exceed 50,552 units, an increase of 160% over the same period in 2022. In 2024, Dongfeng VOYAH has set a target of doubling its sales volume and striving to exceed 100,000 units.
The reporter combed and found that "technology" and "electric" are becoming the core brand image and market positioning of Dongfeng's "five tigers" to convey to the market and users. This will also be the key direction of Dongfeng to achieve the leap of its own brand in the future.
Specifically, Dongfeng Mengshi will establish the brand awareness of "science and technology luxury off-road" and create the brand image of "luxury electric off-road culture leader"; Dongfeng VOYAH will strengthen the brand awareness of "luxury, safety and technology" and create a brand image of "high-end smart electric vehicles".
The three major product series brands of Dongfeng Fengshen, Dongfeng Yipai and Dongfeng Nano under the "Dongfeng" brand will also have their own focus and break through each market segment by classification. As the main force of Dongfeng New Energy's leap, it will fully open a new chapter in the transformation and development of electrification; Dongfeng Yipai will establish the brand awareness of "taste, technology and trust", and create a brand image of science and technology trusting electric vehicles; Dongfeng Nano will establish a brand awareness of "smart, delicate and vibrant" and create an image of "national pure electric professional brand".
Specific to the transformation and upgrading of joint venture car companies, the person in charge of Dongfeng told reporters that the company will take multiple measures to stabilize the foundation of the joint venture business, guide foreign partners to understand and attach importance to changes in the Chinese market, and promote the implementation of Dongfeng Honda's "Create the Future 2030" and Dongfeng Co., Ltd.'s "Enlighten DNA +" new strategy. At the same time, Dongfeng Company will build joint venture independent brands such as Venucia and Lingxi, clarify the development plan of Dongfeng Automobile, and incorporate it into Dongfeng's independent new energy pattern.
Race for the second half of the game
It is worth noting that in 2024, Dongfeng Company will also usher in the 55th anniversary celebration of construction. In 1969, Dongfeng Company's predecessor Second Automobile Company took root in Dashan, Hubei Province, located in northwest Hubei Province, and since then embarked on the development road from commercial vehicles to joint venture cars to the development of independent brand passenger cars and the expansion of new energy independent brands.
As a member of the "national car-making team", in the complex environment where the market is constantly changing and the "new car-making forces" are breaking through, reform, transformation and upgrading have also become a key part of Dongfeng's pursuit of leapfrog development.
Yang Qing said that embarking on a new journey, difficulties and obstacles are the norm. "We must dare to jump out of the trenches, dare to charge, dare to win the battle, create a performance worthy of history and the times, and accelerate the construction of a green and intelligent electrification of the east wind, a high-level science and technology self-reliance and self-reliance, and a steady stream of creating value for customers. ”
For the key work in 2024, Yang Qing requested at the 2024 work meeting of Dongfeng Company that the focus should be on enhancing the penetration of target pressure transmission to enhance marketing power; Promote the PM system in an all-round way to build sustainable commodity competitiveness; Promote the transformation of the development mode of the joint venture business to achieve sustainable and stable development; Promote the accelerated development of overseas businesses and form new growth poles; continue to promote scientific and technological innovation, accelerate the realization of technology and the transformation of achievements; Strengthen basic management and lay a solid foundation for transformation and development.
In 2024, Dongfeng will make full use of its 55-year system capabilities to consolidate quality assurance and polish the technology label. Lv Haitao, deputy general manager of the strategic planning department of Dongfeng Company, also said that Dongfeng Company will build a leading brand recognized by users and win the "mind" battlefield; Launch leading products that users love to win the "supply" battlefield; R&D the leading technology required by users to win the "hardcore" battlefield; Create the leading value of customer satisfaction and win the "customer" battlefield.
Taking the "supply" battlefield as an example, in 2024, Dongfeng Mengshi will launch a "privately customized" Mengshi 917 modified version to achieve "thousands of people and thousands of vehicles"; Dongfeng VOYAH will expand its product lineup and launch new SUV models; Dongfeng Yipai E 007 will be officially launched in March, and a new medium and large SUV will be launched in the middle of the year, forming a "two-car matrix"; Dongfeng Nano will also launch a modified model on the basis of the first product, Nano 01.
In the face of the arrival of a new round of industrial transformation and technological change, Dongfeng Company will accelerate the construction of technological competitiveness in the second half of intelligence, and win the new track with independent research and development and open cooperation "two-wheel drive". "In the future, Dongfeng will continue to integrate R&D resources and invest more than 50 billion yuan in the three years after the 14th Five-Year Plan to further control key core technologies and resources such as autonomous driving, drive-by-wire chassis, next-generation power technology and electronic architecture, and accelerate the transformation of scientific and technological leap achievements into market-oriented applications. The person in charge of Dongfeng Company said.