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In the context of the economic crisis, an upgrade revolution of the auto industry is proceeding rapidly. If Foton Motor is successful, it may establish a new dominant position for Chinese commercial vehicles and influence the global market.
Only walk on the road in front of Beiqi Foton Motor Co., Ltd. (hereinafter referred to as Foton Motor), you can understand how good Foton Motors is to promote its own brand. The light poles on both sides of the road are full of Futian signs and new ones. Production of cars. Xu Jian, a taxi driver, half-jokingly told reporters: “Most of the factories and houses on both sides have been newly built in recent years, and as it continues to develop, this place may have to be renamed 'Fukuda Motor City'.†Futian's influence far exceeds this category. Xu Jian’s prostitute graduated from Futian after graduating from college, and her home is 30 kilometers away.
In fact, the leverage of the human resources department of Foton Motor recently quickly leaned toward high-quality talents. An insider of Foton Motor told reporters that “two years ago, the company was still mostly a student of Zhaocai University, and now it was overseas. According to reports, there are 42 overseas talents in the Fukuda 2009 human resources recruitment plan. This rapid improvement in the quality of talent may be due to the fact that Foton Motor should pave the way for the development of its own business in a global direction.
At the end of 2007, the net asset yield of Foton Motor reached 20.28%, which is more than 2.5 times the net asset return rate of the auto industry in that year. In 2008, the return on net assets of Foton Motor is still at the forefront of the automotive industry. At present, Foton Motor has become a large-scale enterprise group with more than RMB 10 billion in assets, more than 26,000 employees, the largest sales volume of commercial vehicles in Asia and the second in the world, and the world's largest sales volume of light trucks. As an insider of the commercial vehicle industry, Mr. Xu of JAC Motor Co., Ltd. gave a three-character evaluation of Foton Motor: "Fast, fast, accurate."
Teaming up with Daimler's international journey
On January 29, 2009, Xu Heyi, chairman of Beiqi Foton, and Wang Jinyu, general manager, signed the "Commercial Vehicle Cooperation Agreement" with the German capital Berlin and Daimler AG (hereinafter referred to as Daimler). This agreement shows that Foton Motors will The start of the internationalization of its important brand asset "Auman Heavy Trucks". According to the agreement, Foton Motors and Daimler will register and establish a joint venture company in China. The registered capital of the company is 5.6 billion yuan, of which Foton Motors will use its heavy-duty truck Auman business as its capital. This valuation is based on a valuation of 28 Billion, and Daimler will invest 2.8 billion yuan in cash. According to relevant sources, the new company was first established in China and will gradually establish joint ventures in Russia, South Asia and Central and South America in phases. Meanwhile, in the global market, the Mercedes-Benz brand marketing network will be open to the Auman brand. 
Zhao Jingguang, deputy secretary of the Foton Motor Party Committee, has a deeper understanding of this agreement: “This event means that through joint ventures, independent brands have achieved the goal of globalization. Since then, Foton will likely implement the distribution of products and industries worldwide. This is of great significance to the international layout of Foton Motor.
An industry insider who did not want to be identified commented on the agreement more apt: “The framework of Beijing Foton Daimler Automotive Co., Ltd. took shape and marked the recognition of Daimler’s veteran automobile faucet for Futian products. Year ago, the broken wrist of the Futian Automobile started to pay off today." This person said that the “brutle of the warrior†refers to the change in the senior personnel of Foton Motor from 2004 to 2005. During that change, several deputy general managers were at Fukuda at the time. The level of high-level leaders have left because they have different concepts or different reasons from the company's strategic direction. According to the 2005 annual report of Foton Motor, Foton Motor lost 0.65 yuan per share for the year.
But at that time, the difficulties of Foton Motors were far more than that. "Cooperation with Daimler has also stagnated. Wang Jinyu was burdened with unprecedented pressure." The person continued: "Now look at the cooperation with Daimler, we feel that It is a wonderful move that Foton Motor can enter the world market through Daimler's marketing channels to further enhance brand awareness; Daimler refines its product line through Futian Auman and other assets, complementing the low end to continue to tap the market. The two partners will use this cooperation to achieve a win-win situation."
The agreement signed in Berlin was already the third scheme of Futian and Daimler. The first program was originally a “dual brandâ€. It had not only introduced the Mercedes-Benz brand but also produced its own brand. However, it was restricted by the “development policy of the automobile industry in China at the time. The two plans were abandoned under the provisions of the two joint venture quotas; the second option was Daimler’s second-largest shareholder in Foton Motor’s directional placement of 24% of Foton Motor’s shares. However, this program did not endorse the approval of the Development and Reform Commission and other relevant departments and died. Because the two programs were rejected, Futian's third plan created a new model for the introduction of foreign capital to produce its own brand, that is, to implant the Chinese brand in the joint venture company and then further transition to other businesses.
According to Foton Motor's three startup phase plans, in the third startup phase (2006 to 2010), Foton Motor will carry out global operations, that is, Foton Motor will take a business expansion path based on intension growth during this period. , Adhere to high quality, low cost, and global management policy, with commercial vehicles as the leading industry, choose the right time to enter the field of passenger cars. From this plan we can see the independent internationalization of Foton Motors. “Whether it is the alliance with Daimler or the previous cooperation with Cummins, Foton Motors is working hard to develop its own brand into a global brand of commercial vehicles that is equal to foreign brands. Therefore, in our In the cooperation, there will be no problem of who controls who and who to annex.†Zhao Jingguang’s tone was not questionable when he said this.
The facts also prove the authenticity of Zhao Jingguang's remarks. According to the agreement, after the establishment of the new joint venture company, it will be used as the global cooperation business operation center of Futian and Daimler, and the joint venture will only produce the Auman brand truck. Although the parent companies of both parties will introduce products and technologies to the joint venture company (for example, Mercedes-Benz OM45712 heavy-lift engine, which will be loaded on the models exported by Auman overseas), the Auman brand will continue to be controlled by Futian.
An industry insider of the industry once commented on this and cooperated with foreign investors: “Over the years, on the road to China’s equipment manufacturing industry and foreign capital cooperation, there have been few companies that have not been controlled by foreign companies, and most companies have given up because of foreign companies’ compulsion. The right to control fell on the way to the dream of internationalization.†Fukuda is also based on this and has been careful on the road to internationalization.
Time falling new energy
“Fukuda's decision to inject the Auman cars into the joint venture company is another important reason that the next step will be to focus on the development of new energy vehicles.†Industry analyst of Galaxy Securities told reporters, and Zhao Jingguang’s view also confirms With these remarks, he said: “It now appears that there is a big gap between the Chinese auto industry and foreign companies. This gap is difficult to make up at 1:30. Instead, we have a comparative advantage in terms of new energy vehicles. For example, we have taken the lead in promoting the use of new energy vehicles. Therefore, in the next stage, Foton will devote itself to the research and development and industrialization of new energy vehicles and increase our competitive position."
In fact, with the rapid growth of China's car ownership, the problem of energy and pollution in cars has become a “tumor†in Chinese cities. Among these issues, public transport buses bear the brunt. In a car pollution survey questionnaire, bus vehicles ranked top because of its wide coverage and continuous operation for a number of reasons. According to relevant statistics, there are 25,000 buses running on the road in Beijing alone. From this point of view, China's commercial new energy vehicle market is huge.
During the Olympics, the Foton Euro V fuel cell bus developed by Futian Automobile and Tsinghua University “did the limelight.†The tail gas emitted from the exhaust pipe of the bus really reached the zero emission standard because it was discharged. It is completely clean water vapor without any harmful gases.
Zhao Jingguang introduced: "Fukuda's Euro V fuel cell bus is an independent innovation product developed in cooperation with Tsinghua University. It has achieved zero emissions and zero pollution. Its tail gas can be directly used to raise goldfish because the exhaust gas it emits is distilled water. This vehicle is relatively expensive. The next step is to focus on solving the problem of scale and cost. It is understood that the new energy vehicles that Futian Automobile has already achieved industrialization are mainly Foton Euro V hybrid vehicles. "The average fuel consumption of the Euro V hybrid vehicles with mass production now is 30.5 liters per 100 kilometers, which is 25% more than traditional passenger cars, and the emissions of nitrogen oxides and PM10 are respectively reduced by 27% and 19%, and are quite stable." Zhao Jingguang Told reporters.
At the end of 2008, the Beijing New Energy Automobile Design and Manufacturing Industry Base, centered on Foton Motors, held a granting ceremony. The base has formed an annual production capacity of 5,000 sets of new energy buses and 400,000 sets of highly energy-efficient engines. It is now the size of China. The largest and most comprehensive new energy vehicle design and manufacturing engineering base. "The grant of this base marks the birth of a new era in China's commercial vehicle industry," commented one insider of the auto industry. As far as the reporter knows, after Futian Automotive invested in research on energy conservation and emission reduction technology in 2005, Foton Motor's products are unique in its economy at home, and the original cost advantage of Futian Commercial Vehicles has made it clear that Foton Motors is now confident that it can expand its domestic market as well. international market.
The joint grant by the Ministry of Science and Technology and the Beijing Municipal Government further explained that the new energy project of Foton Motor was recognized and supported by the government, and turned from a single enterprise and scientific research institution to a future government, enterprise, institution, and user. The networking of the industry chain made concerted efforts. On the day of granting, it was worth pondering that the Beijing Public Transport Group and Foton Motor had formally signed a purchase agreement for more than 830 hybrid city buses and chassis. According to the reporter's understanding, this is a unique large-scale automobile in China. Orders, according to informed sources revealed that the price of each car is estimated to be more than 1 million yuan.
On the day of grant grants, the launch of Beijing Automotive Holding Co., Ltd. was supported by the Ministry of Science and Technology of China, Beijing New Energy Automobile Industry Alliance coordinated by the Beijing Municipal Committee and the Municipal Government was announced, and it was awarded the Beijing Bus Group, Institute of Electrical Engineering of the Chinese Academy of Sciences, and CITIC Guoan League. The positive response of more than a dozen companies such as Gugli and Tsinghua University, Beijing Institute of Technology and other famous universities, it is reported that the industry alliance will be centered on Beijing New Energy Design and Manufacturing Industry Base, and the future scale will be further expanded. Including key enterprises in Beijing's new energy field, it will also widely absorb key enterprises in the new energy field in the country. “This move shows that Beijing will continue to build a one-billion-dollar industrial enterprise on the shoulders of auto companies, and the most important one is the industrialization of new energy vehicles that Futian Automotive will vigorously develop next.†An insider This understanding of the establishment of the Beijing New Energy Vehicle Alliance. It is understood that Beijing has now injected BOE into the BAIC Group and intends to further inject assets such as Jinghua into the company.
Control the core of the automotive industry
Since the economic crisis, China’s commercial vehicle market has remained one of the best, which has caused the turmoil of foreign car dealers. It is understood that with the signing of the Daimler and Foton Motors agreement on January 29, 2009, Daimler, Volvo, and Reynolds Large heavy truck giants have all entered the Chinese market, and other foreign forces are also accelerating. Most of them have established joint venture companies in China through technology funds. It is understood that the battery used by Foton today is Hitachi, the parallel technology is Eaton, the engine is Cummins and the upcoming Daimler, and Chinese auto companies are therefore Sacrificed a lot of market resources.
“Now the world is not short of auto giants, why the market has been troubled and the foreign auto industry is the first to cry and cry because the over 1/4 of global production capacity is currently surplus. At present, only China can provide sustainable market resources. This is also Why companies such as Daimler are willing to spend six years waiting for Fukuda's main reason.†A trader in the automotive industry told reporters. "So now what we have to pay attention to is not what the auto giants can provide, but what they can't provide. This is not the auto parts."
In fact, people in the automotive industry know that 90% of the overall quality of automobiles is a problem of auto parts. Looking at the world, there are many auto giants, but only a handful of component giants can be counted. The United States Delphi, Japan Electric With the help of their products, Germany's Bosch has supported the nation’s giant automotive industry and formed a strong industrial bond that covers the world.
“Now China's parts and components still need further improvement. In view of this, Foton Motor must first establish two major systems. The most important one is the parts and components system.†Zhao Jingguang finally told reporters that Futian’s next thoughts.
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