In general, disputes in the auto circle are mainly foreign brands and Chinese brands. It is quite rare for public companies to “mutually encounter†each other, not to mention the two “big brothers†of SAIC and Dongfeng.
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On June 19, Dongfeng Motor Co., Ltd.'s first global high-end commercial MPV Dongfeng Yufeng was launched in Hangzhou. It was originally an ordinary new car launch event, but it was ranked first and second in the domestic market because of SAIC and Dongfeng. The auto group was involved in a fierce war of words and the popularity of Dongfeng Yufeng suddenly rose. The original European market for light passengers, which had been left out of the market, became very lively.
Glossary: ​​What is LDV?
LDV is a British manufacturer of light commercial vehicles. Founded in 1993, LDV is formed by British domestic truck manufacturer Leyland and Dutch Daf. LDV is a brand that takes Leyland DAFVans every word first letter. The company mainly produces vans, light trucks and minibuses. In 2009, it was officially acquired by SAIC.
SAIC: The sole successor to LDV
On June 19, Dongfeng Motor Co., Ltd.’s first global high-end commercial MPV Dongfeng Yufeng was launched in Hangzhou. Just the day before Dongfeng Yufeng went public, SAIC Motors sent a “Media Statement of Shanghai Auto Commercial Vehicle Co., Ltd.†to the newspaper and attached the “LDV Light Vehicle Intellectual Property Transfer Contractâ€. Claiming: "Apart from SAIC, any domestic company has not introduced LDV technology through technology transfer. After the bankruptcy of British LDV Company, SAIC Group commissioned a full investigation of LDV Company by the third party and did not find any domestic company. After conducting technology transfer and intellectual property transactions, Shanghai Huizhong Automobile Manufacturing Co., Ltd., a wholly-owned subsidiary of SAIC, has acquired exclusively from LDV's light automotive technology and trademarks all intellectual property rights and rights from the British ECOCONCEPT LIMITED. The MAXUS Chase commercial vehicle was developed and produced on the basis of the above-mentioned light vehicle technology.†Although SAIC Motor did not clearly mention the name of its competitors, it was clearly the target of Dong Feng Yufeng, which was formally listed on the 19th.
“Shangqi is the sole legal owner of LDV and MAXUS Chase.†Yang Honghai, director of branding and market management of SAIC Motor Corporation, reiterated in an interview with the newspaper on the 20th, “We currently have exported to Australia, Chile and other places and established in Malaysia. KD plant.†For Dongfeng’s assertion that “difficult sales of Datong†and “LDV models cannot develop long-wheelbase bodiesâ€, Yang Honghai is angry. “Only one year after Chase was listed, it took up a wide range of light passengers in the European system. With a market share of 4%, and the company has developed a number of models with long wheelbases on this basis. Dongfeng is not eating grapes and grape acids."
Dongfeng: low-key processing and strive to enter the industry the first three June 19, at the site of the Dongfeng Yufeng listing conference, Dongfeng seeks to understate the relationship with the SAIC Chase V80. The theme of the release was originally planned to be "Harmony Innovation, Benchmarking," to the site of the launch conference and became "the essence of the world for China." There were few introductions to the models, and the European advanced light passenger platform and the UK vehicle match. The experience has been passed, with more emphasis being placed on Nissan's ZD30 engine and South Korea's modern 6-speed transmission.
Dongfeng General Manager Lu Feng said in an on-site interview that the company’s cooperation with British LDV was a few years ago. At that time, LDV actively provided technical data and models, but due to various reasons, the two sides could not continue to cooperate, but There is no so-called plagiarism. After drawing lessons from Europe's advanced technologies, Dongfeng has independently developed a number of improvements, and all aspects of the benchmark have also been comprehensively upgraded. Only the slogan of Dongfeng Yufeng: "On the benchmark." Of course, it is this "above benchmark" that makes SAIC Chase's "international benchmark" very rampant.
Dongfeng insiders also said that SAIC had many concerns. If Dongfeng Yufeng continues to use the LDV platform, it cannot do long-wheelbase vehicles. In fact, the sales of SAIC Chase are not very good. Lu Feng said that the Yufeng goal has become the top three commercial MPVs. The current top two commercial MPVs are Jiangling's Ford Transit and Nanjing Iveco. Obviously, Yu Feng did not look down on SAIC Chase. “In fact, we are still very friendly. When Shanghai GM’s Wuhan plant was laid this month, Xu Ping, the chairman of the company, also participated in it.†Dongfeng officials said to the newspaper.
Incentives: Yufeng launched a war of words on May 29, Dongfeng Yufeng held a professional media test drive meeting in Beijing, when Dongfeng made product introductions, he frequently mentioned "Introduction of British LDV technology" and proposed "8 items. "The promise of after-sales service" is similar to the "8 service commitments" proposed by Shanghai Auto Commercial Vehicle Co., Ltd. to promote Chase V80. In addition to the appearance of the Dongfeng Yufeng is similar to the V80 of SAIC Chase, even the selling price of 149,900 to 235,800,000 yuan is similar to the price of the V80 of 145,800 yuan to 239,800,000 yuan. Dongfeng's move undoubtedly made SAIC very unhappy. Both sides broke out a fierce battle of saliva!
News Background opportunity <br> <br> in 2008 the international financial crisis continues, the SAIC by the use of British Commercial Vehicle Company --LDV into a fiscal crisis and stop production, on October 12, 2009 officially acquired the company The tangible assets (factory equipments) and intangible assets (technologies, brands, etc.) are exclusively owned. After investing 3 billion yuan, SAIC Group finally has a light commercial vehicle product platform with international competitiveness; in Dongfeng Prior to the listing of Yufeng, Dongfeng spent a total of more than 2 billion yuan to develop the project in order to build a light commercial vehicle segment. At present, the market for high-end light vehicles is small, except Jiangling Ford Transit and Nanjing Iveco, which are in a monopolistic position, and Jianghuai Xingrui, followed by SAIC Chase and Dongfeng Yufeng. In addition, the European-based light passenger vehicles of Huanghai Bus, Weichai, and other vehicle and component companies will be put into operation one after another.
Reporter observed: China's commercial vehicle sad!
Different from foreign-owned brands, China's commercial vehicles not only occupy more than 95% of the domestic market share, but also are exported to overseas markets. Foreign commercial vehicles, whether Mercedes-Benz, Volvo or Scania, can only occupy a small market in China. But this time, SAIC and Dongfeng’s disputes made everyone clearly see that, in fact, commercial vehicles in China are not as powerful as they are supposed to be, at least in the high-end commercial light passenger market, or relying heavily on overseas technology.
SAIC-related sources said that after the international giants have entered China, if they still muttered to start from scratch, the time, the market will not wait for you, on the basis of the acquisition of overseas brands and technology, can quickly digest innovation, create its own brand To seize the market is also a way.
In terms of SAIC commercial vehicles, Dongfeng Yufeng, just listed, is the product of Dongfeng Xiangyang Wagon Co., Ltd. after reverse development of the original LDV vehicle. Similar to the development approach commonly adopted by domestic self-owned brand auto companies a few years ago - buying a prototype from abroad, reverse development after dismantling. Regardless of whether Geely, Chery, BYD, or even the Great Wall, they have allegedly attracted international lawsuits from many multinational car companies for reverse development. This makes the brand reputation of Chinese cars overseas poor and damages the image of the entire Chinese car.
In addition to internal friction, SAIC and Dongfeng's verbal battles can only continue to reduce the brand's reputation and level. The reason why this argument has arisen is mainly the lack of core technology. Dongfeng has surpassed Beijing Foton Motor in 2011 and has become the largest commercial vehicle giant in the world. Even Dongfeng, the world's largest commercial vehicle, has to take this reverse development path, indicating that China’s commercial vehicles still have a long way to go.