Dongfeng H shares with extremely high risk

On May 6th, Zhu Yanfeng wrote a letter to the employees of H Division, talking about the brand-new high-end brand of Dongfeng for the first time.

It is understood that Dongfeng H Business Unit was established in April last year, and began to recruit from abroad in June 5438+ 10 of the same year. According to the plan, Dongfeng H Division will be officially unveiled at the Beijing Auto Show scheduled for April this year, but unfortunately, due to the epidemic situation, the development of H Division can only be postponed.

Today, H Division will become the first high-end new energy brand among large domestic automobile groups. However, it should be noted that Dongfeng autonomous passenger cars have always been in a relatively marginal position in the market, and there are only a handful of joint venture brands with relatively good development. Under such circumstances, it is inevitable to rush to the high-end market. In addition, considering the current downturn in the automobile market and the sharp drop in subsidies, and the fact that most joint ventures, independent brands and even luxury brands have entered the new energy automobile market, Dongfeng H Division is more like a gamble, winning and losing, and the whole Dongfeng has the risk of complete collapse.

Forced to postpone

In Dongfeng's own view, with the China automobile market entering the era of consumption structure upgrading, Dongfeng brand must launch an impact on the middle and high end. As You Zheng, member of the Standing Committee of the Party Committee and Deputy General Manager of Dongfeng Group Co., Ltd., who is in charge of Dongfeng H Division at this stage, said in an interview with the media: "All the cars are changed in the middle and high end. When buying a car, the market will ask if there are any cars above 1.4 million. At the same time, in the future, only the mid-to high-end market can undertake the carrier of Dongfeng Motor's new technology. "

This should also be one of the main reasons for the establishment of Dongfeng H Division. It is also known that Dongfeng H Division has a brand-new organization, a brand-new mechanism and a brand-new business model. Dongfeng Motor Group Co., Ltd., a listed company of Dongfeng Company in Hong Kong. Its products are positioned in the high-end new energy market and will build their own sales channels in the future.

In April last year, Dongfeng H Division was quietly established, and some employees were recruited from FAW. Lei Xin, former executive deputy general manager of Dongfeng Ying finidi, has been transferred to H brand. At this stage, many employees who used to work for Dongfeng Renault have completed the transfer to H Division. If it weren't for the epidemic, Dongfeng now plans to officially announce the related matters of H Division at this year's Beijing Auto Show, but now it can only remain mysterious. However, according to Zhu Yanfeng's internal letter, Dongfeng H will definitely unveil the mystery to the outside world this year.

Timing and destiny

However, it should be pointed out that even without the impact of the epidemic, Dongfeng released the relevant matters of H Division as scheduled and missed the best opportunity of H Division.

According to the data of China Automobile Association, in 20 19 years, the domestic sales volume of new energy vehicles was1206,000, which was the first negative annual growth. In 2020, affected by the continuous cold winter and epidemic situation in the automobile market, new energy vehicles suffered a severe blow. From June 5438 to March, the sales volume of new energy vehicles was 1 1.4 million, a year-on-year decrease of 56.4%. Sales of new energy vehicles have declined for nine consecutive months.

The bad environment has also made the new car-making forces enter the reshuffle period, and many brands of new car-making forces with huge investment are on the verge of bankruptcy. Despite the support of Dongfeng, H Division will not face the risk of capital shortage like the new force of building cars, but it will also face the challenge of market pressure.

Chen Shihua, deputy secretary-general of China Automobile Association, said that the subsidy of 20 19 dropped sharply, which had a great impact on production enterprises. The production and sales of new energy vehicles have fallen sharply, and the whole industry is in a state of loss, so it is difficult to make profits through new energy vehicles. However, Dongfeng just suffered a decline in sales and performance in 20 19. Although the overall decline is not very large, from the perspective of segmentation, the sales revenue of passenger car business is 20 1350 1000 billion yuan, with a decline rate of about 33.6%.

Now the release of Dongfeng H Division has been postponed, and considering that time-consuming and laborious work like self-built channels still needs to be carried out, the urgency of time can be imagined.

Surrounded by powerful enemies

With the automobile market in China entering the era of consumption structure upgrading, it has become a necessary step for automobile enterprises to go high-end, but for Dongfeng, it is more like a last resort to get out of this step at this time. Car companies such as Geely and Great Wall, before the launch of high-end brands such as Lectra and WEY, other independent brands have been mixed in the market. What about the east wind?

Over the years, Dongfeng has not had an upward impact on the traditional fuel automobile market, but it has been defeated repeatedly. Up to now, among the four brands of Dongfeng self-owned passenger cars, Dongfeng Shen Feng, Dongfeng Fengxing, Dongfeng Scenery and Dongfeng Qichen, they can be regarded as "marketable" models, all of which are in the market below/kloc-0.5 million. In a big city like Beijing, Guangzhou and Shenzhen, it is even more difficult to see Dongfeng's own model than to see one on the street.

Zhong Shi, a senior analyst in the automotive industry, believes that Dongfeng has pushed some high-end models of traditional cars before, but they all failed, indicating that Dongfeng does not have the ability to promote high-end and high-end brands; He emphasized that from the perspective of market logic, brands and products are going up step by step, and it is impossible to do it overnight. If the low-end products are not well done, consumers will not recognize the sudden launch of a high-end brand.

Don't forget, after Tesla was hot, more and more car companies took a fancy to the cake of high-end electric cars. FAW Hongqi high-end pure electric SUV E 1 15 will be launched in the second half of this year; SAIC Roewe not only released a new "R" standard in the field of high-end new energy, but also released a new flagship concept car-Roewe R-AURA Concept; With the launch of existing products of GAC and Weilai, and the entry of BBA, the high-end electric vehicle market has been filled with smoke.

Although Dongfeng Group established Dongfeng Electric Vehicle as early as 19 years ago, which is dedicated to the research, development, manufacturing and sales of core components of new energy vehicles, and has complete development and test verification capabilities, no one can see the extraordinary strength of Dongfeng Electric Vehicle among these products launched by Dongfeng in autonomous passenger cars.

At this point in time, people can't help worrying about the future of Dongfeng H Company, but considering that Dongfeng can keep H Company secret for more than a year, it is difficult to assert that Dongfeng H Company will not have any other "killer". In any case, the success or failure of H Division is related to the future of the whole Dongfeng autonomous passenger car. Once successful, the entire Dongfeng autonomous passenger car will follow up and the overall sales volume will increase. However, once it fails, the whole Dongfeng autonomous passenger car will face the dilemma of being difficult to break or even directly collapse.

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