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In the area of ​​joint venture automobiles, due to the weakness of the Chinese side in technology and brand, it has long been under the control of people. However, under the background of accelerating global integration, Dongfeng Automobile, which has a history of nearly 60 years, relied on industrial upgrading and technological innovation to successfully stage a "retroactive attack" in which Chinese car companies control the right to speak and enter the international market.
During the “Walking into New State-owned Enterprises†network interview series held here, Zhu Fushou, general manager of the Dongfeng Company and deputy secretary of the Party Committee, said that under the global economic integration situation, the Chinese auto industry can only integrate into the global auto industry better. To achieve better and faster development. “So, we cannot build cars behind closed doors, we cannot close ourselves, and we must take a more global perspective and be more proactive in integrating into the global automotive industry.â€
Zhu Fushou introduced that on January 26, 2013, Dongfeng Motor Group Co., Ltd. established a strategic alliance with Volvo Group. The Chinese company has 55% of the shares and Volvo Group holds 45% of shares. This new "marriage" model of the Chinese auto industry has broken down. The domestic automobile industry has long been the distribution of peer-to-peer ratios between Chinese and foreign parties, which can be regarded as the outstanding performance of the Chinese strength and discourse power.
After 60 years of development, the Chinese automobile industry has experienced a stage of development from small to large and large to strong. Dongfeng has also achieved leapfrog development and has become China's largest automotive joint venture. In the post-joint venture era, how should domestic Chinese auto companies respond? In this regard, Zhu Fushou said that Dongfeng took the lead in the industry to put forward the concept of “joint ventureâ€.
Affected by the international economic environment, the competitive environment of the global automotive market is also undergoing drastic changes. The rapid development of emerging markets including China has forced the original multinational car companies to face pressure from both capital and operations. On the other hand, with the rise of self-owned brands of major auto companies, multinational auto giants are increasingly aware that they must pay close attention to the needs of the Chinese government and negotiate on the basis of equality of voice rights. The Chinese auto companies that are well versed in the local market are increasingly relying on these factors. These factors also provide a good opportunity for Dongfeng to enter the international market.
In recent years, Dongfeng has taken new steps on the road to internationalization. Foreign cooperation has begun to develop in the direction of controlling key technologies and key resources. In 2012, Dongfeng began to focus on the layout of the world, playing a series of combination punches. In 3 months, Dongfeng successively acquired 70% equity of Swedish T Company, established the first overseas R&D base in the country, signed a contract with Gertruck, and built a new dual clutch transmission plant, and co-invested with German Smith. Billion, set up a joint venture semi-trailer factory.
Some industry insiders commented that Dongfeng and Volvo's "marriage" is actually "borrowing to sea" and borrowing Volvo's global sales service network to accelerate the internationalization of the Dongfeng brand. In this process, Dongfeng can also learn from Volvo's overseas market development experience and business operation model, and establish a sound overseas business process and operating standards.