Deep

Under the cold winter, all beings suffer.

In the past two years, the thick haze hanging over the top of the domestic automobile industry has not been scattered for a long time, and the epidemic situation at the beginning of this year is even more unpredictable, and the original rhythm of many automobile companies has been disrupted. Faced with such a difficult external environment, everyone's life is not easy.

According to the data released by the Passenger Car Federation, the comprehensive sales volume of narrow sense passenger cars in China reached 1 968993 in February this year, which was 4 1% lower than the same period last year. From the perspective of market segments in different countries, including German, Japanese and independent brands, sales volume has declined without exception. However, compared with the 30% decline of German and Japanese brands, the cumulative sales of American brands decreased by 45. 1% year-on-year, and the corresponding market share further shrank to 8.6%.

From being a smash hit to keeping pace with German and Japanese car companies, American car companies are in an awkward position in China.

So, can American car companies still redeem themselves?

Obviously, in the current situation of internal and external troubles, the pressure on the shoulders of American car companies is much greater than that of their opponents. Whether it's the three established automakers that started in Detroit or the upstart electric car giant like Tesla, they are very aware that every step they take next is crucial, and there is no room for any mistake.

Recall the past and be in high spirits.

In the domestic automobile market, non-German brands are the most popular brands. Knowing the psychological demands of China people, Volkswagen, Mercedes-Benz and BMW always seem to seize every opportunity, from product to marketing to service. Similarly, Japanese brands are also impressed by ingenuity and reliable quality. There are a large group of loyal fans behind Accord, Corolla, Sylphy and other products.

What about American brands? Perhaps even today, many people's cognition of American brands still stays at the level of "big head", "large displacement" and "gas tiger". Indeed, since World War II, Americans with nowhere to put their passion have created a series of hormones. Cars such as Mustang, Camaro and Challenger have brought benefits to countless fans around the world who pursue performance.

In peacetime, Americans have established their own automobile culture, and American brands have also shaped their own characteristics through continuous development and innovation.

With the advent of economic globalization, American brands also understand the importance of China market, and put in corresponding products and deployed some innovative technologies.

If we look back on the beautiful years of American brands in China, there must be some classic masterpieces that can go down in history, such as Sail, Excelle, Cruze and Fox. At that time, American cars were loved by domestic consumers with their extremely distinctive personality and trend-setting attitude.

In fact, American brands do not lack keen insight into the market, especially the grasp of the hot dividend of domestic SUVs. The advent of Angola, Wing Bo and Chuangkuo set off a craze for small SUV consumption at that time. This also makes the layout of American brands in the SUV field more active. Yihu and Angkewei entered the market one after another, and were once again popular with domestic consumers. At one time, it was difficult to find a car at a higher price.

In order to conform to the trend of energy conservation and environmental protection, American brands have also begun to develop and promote small-displacement turbocharged engines in China, paying attention to the dynamic performance and handling experience of automobiles, while taking into account fuel economy. Compared with the past, American brands have chosen a compromise way to win the opportunity to consolidate the market.

Jiangshan is easy to fight but difficult to defend.

Helpless, the market is changing rapidly, and American brands have finally met the "ceiling".

The total sales volume was 65,438+0,748,732 vehicles, down 65,438+09.4% year-on-year, which was the report card handed over by American brands in China market in 2065,438+09.

Aside from the influence of the overall automobile market environment and the Sino-US trade war, many factors such as brand weakening, aging products, lack of explosions, low value-keeping rate and insufficient consumer confidence have become stumbling blocks to the growth of American brands.

At present, American brands are still trapped in the whirlpool of price wars. When the automobile market is growing at a high speed, American brands have tasted the sweetness by fighting price wars to grab a little share. However, as the automobile market enters the negative growth stage, the price war will not play a substantial role in boosting, on the contrary, it will do great harm to the brand image.

For Tesla, which has achieved localized production in China, even though it enjoyed favorable policies and its share price soared, it was still plagued by various negative events. Fall into the quagmire of losses, corporate management confusion, and executive scandals. And being questioned not long ago because of the "reduction of distribution storm" have cast a shadow over Tesla's future market performance.

Looking at the global market, the contraction strategy of American car companies in recent years is very obvious, which is different from the steady development of Japanese car companies in China, Southeast Asia, Europe and other markets, and the massive expansion of China's own brands overseas.

Perhaps, American car companies have stayed in the comfort zone for a long time and are still influenced by mechanical thinking in the industrial age. They lack the corresponding "self-subversion" mechanism, but they bind their hands and feet and innovate their transformation ideas.

Of course, Tesla, who broke into the car-making field as a breaker, is also forcing them to make changes as soon as possible.

This year is a bit "south"

The epidemic has swept the world, and its impact on the automobile industry is particularly obvious. Supply chain interruption, factory shutdown, automobile market depression, dealer bankruptcy, and a series of chain reactions continue to ferment, which aggravated the survival crisis of automobile enterprises.

What's more, at present, the United States has become the "epicenter" of the epidemic, which has also made American car companies hurt their brains. In recent years, measures such as layoffs, closing factories and cutting off non-core businesses have become the "routines" of American car companies. However, before I could catch my breath this time, the sudden outbreak of the epidemic was tantamount to sprinkling salt on the wound.

GM decided to withdraw its financial performance target for 2020. At the same time, it also borrowed $654.38+06 billion from the existing credit line and increased its cash reserve to $32 billion to cope with the impact of the epidemic.

In addition, from April 1 day, GM will delay paying 20% of the cash wages of about 69,000 white-collar employees. The deferred salary and interest will be paid in one lump sum before March next year 15, and the medical benefits of employees will not be affected. In addition, for about 6,500 employees who can't work remotely, the company will implement "paid shutdown", and employees will receive 75% of the total salary, and retain their length of service and medical benefits.

Ford has extended the downtime of its North American factory to March 30th, and plans to postpone the payment of 20% to 50% of the top 300 executives' salaries for at least five months from May 1 day. The deferred accumulated salary will be paid after the company repays at least $7 billion in auto debt.

In addition, Ford will postpone performance-based salary increase, suspend overtime pay for white-collar workers, and freeze the recruitment of non-critical skills positions. For those employees who can't telecommute, working hours and wages may be "temporarily reduced". If the epidemic lasts longer than expected, Ford will have to consider ways such as layoffs.

Due to the epidemic, Fiat Chrysler suspended all its manufacturing operations in North America, resulting in the dismissal of nearly 2,000 contract workers.

Tesla has reduced the production scale of the super factory in Nevada and closed the factory 14 days. At the same time, it is planned to cut the employees of the Nevada factory by about 75%.

Although layoffs can alleviate the financial pressure to a certain extent and play a role in cutting expenses, it is only a drop in the bucket after all. If the epidemic spreads further, American car companies may not survive even if they tighten their belts, and may face greater operational pressure.

Is there any hope of a comeback?

With the acceleration of the transformation and upgrading of the automobile industry, consumers' ideas are constantly changing, and the phenomenon that any global model can be sold well in China is gone forever. In the China market in the stage of stock competition, if American car companies want to gain a firm foothold, they must thoroughly implement localization and create more good products that meet the preferences of domestic consumers.

Fortunately, American car companies have taken action. In early March, General Motors announced that it would invest 20 billion US dollars in electric vehicles and self-driving cars between 2020 and 2025. At the same time, GM showed the core of electrification strategy to the outside world for the first time-the third generation global electric vehicle platform equipped with Ultium exclusive battery.

For the China market, GM's previous launch plan of new energy vehicles is expected to be overfulfilled. In 20 19, the sales of new energy products in China market surged by 85% year-on-year.

Following the launch of more than 20 new and redesigned models in China last year, GM will maintain the pace of product release this year, and further focus on luxury cars, medium and large SUVs and MPVs favored by consumers.

2065438+April 2009, Ford China released the 2.0 strategy, in which "Ford China Product 330 Plan" has attracted much attention outside the localization talent strategy. According to the plan, Ford will launch more than 30 new models in China market, covering two brands, Ford and Lincoln, of which more than 65,438+00 are new energy models. At present, Lincoln's localization process is advancing, and the first domestic model adventurer has been listed.

While releasing new cars, Ford will also adhere to the concept of "innovation is people-oriented" and carry the most suitable technology to the newly released models from the perspective of China consumers.

Chrysler is accelerating its localization strategy in China, hoping to change from the source, respond to changes in the market environment, and quickly launch differentiated new products to meet the diverse needs of users. At the same time, we will continue to improve product quality and further improve the service system.

In the eyes of American car companies, the most anxious moment, not giving up may be for a better attack.

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.