Evacuate Dongfeng Renault! Renault still wants to increase investment in China.

From December 16th, 213 to April 14th, 22, Dongfeng Renault failed to survive for seven years.

On April 14th, Renault Group released a brand-new strategy in China, announcing that it would transfer all its shares in Dongfeng Renault Automobile Co., Ltd. to Dongfeng Motor Group Co., Ltd., and Dongfeng Renault Co., Ltd. would stop carrying out business activities related to Renault brand.

This paper document ended the cooperation relationship between Dongfeng and Renault for less than seven years, and since then, seeing each other in the Jianghu is only "once in love" at most.

"There are signs of failure"

At this time, when official website of Dongfeng Renault is turned on, the guide bars such as vehicle recommendation, test drive appointment and service guarantee are still played circularly on the webpage, which is no different from the past. There are even media reports that 24 hours after Renault's announcement, some dealers of Dongfeng Renault still don't know that the car brands they are currently selling have undergone tremendous changes.

It is really surprising that Renault chose to withdraw from Dongfeng Renault at this time. After all, on October 25, 219, Dongfeng Renault also announced a brand-new brand strategy with great fanfare, saying that in the next three years, a domestic car will be launched one year and an imported car will be introduced one year to ensure that every important market segment has a main model. At the same time, in 222, Renault plans to launch 11 models in the China market, and in 225, it will fully realize electrification.

after only 173 days, perhaps only the last of these goals can be achieved.

"(Quitting Dongfeng Renault) is a positive response according to market changes, because the market environment is changing. It can be seen that the sales volume of China cars decreased in 218 compared with 217, and also decreased in 219 compared with 218, so we made changes according to such a competitive market environment."

The general environment mentioned by Gu Ming, the media director of Renault China, may be the reason for Renault's pressure, but it is its performance in the China market in recent years that directly "pushes back" Renault.

Since its establishment in 213, Dongfeng Renault has not been without "highlight moments". Especially in 217, when all French cars suffered a sharp decline, Renault became a dark horse, with sales exceeding 72, in that year, achieving a sharp increase of 14.6% year-on-year.

under such a momentum, Dongfeng Renault released the "Vision 222", proposing that by 222, the company will achieve the goal of "launching two new cars every year, increasing the number of dealers by 2 times and increasing the annual sales volume by more than 5 times" and achieving the annual sales volume of 4, vehicles.

However, the speed of "hitting the face" in reality is so fast that Dongfeng Renault is caught off guard. In 218, the annual sales volume of Dongfeng Renault dropped to 5,1 units, and by 219, this figure fell to 18,6 units. In 22, affected by the epidemic, the sales volume of Dongfeng Renault in the first quarter was only 663 vehicles, down nearly 9% year-on-year.

The tiny sales volume may have given Renault the final determination to get out of Dongfeng Renault completely.

There may be reasons for making such a decision now. Although Gu Ming said that Renault, as a company with a history of 112 years, is confident to cope with the changes brought about by the epidemic, the prospect of the epidemic in the world, especially in Europe, is not clear at present, and the recovery time of market demand is unpredictable. Therefore, for Renault, it may be a better result to choose to withdraw and master more cash flow.

Why Jiangling and Yi Jie

"Renault will not withdraw from the China market and attaches great importance to the China market." Even though it has been repeated countless times before, in the face of the question from the First Electric Network, Gu Ming undoubtedly emphasized it again. "And in the China market, Renault also hopes to develop in the long run."

for the entrance to stay in China, Renault chose light commercial vehicles and electric vehicles. But can these two market segments support Renault's ambition in China?

look at light commercial vehicles first. Since the establishment of Renault Brilliance Jinbei Automobile Co., Ltd. with Brilliance in December, 217, Renault Brilliance's achievements are actually not excellent. Although in 218, Wu Xiaoan, Chairman and Director of Brilliance China, expressed the hope that by using Renault technology and market-oriented management, the competitiveness of products would be enhanced, so as to turn losses into profits by 221.

However, in the past two years, it seems that Renault has not brought the desired effect to Brilliance, both in products and market experience. Since its establishment, the company has only launched a sightseeing SUV, and since its listing in April 219, the cumulative sales volume has only been 2,72.

However, after getting rid of Dongfeng Renault, it seems that Renault can devote more energy and financial resources and start to pay attention to this. "Jinbei is a very famous brand in China, and there is even a saying" 36 lines, each line produces a Jinbei ".It once maintained the sales champion of 19 young commercial vehicles in China. In recent years, due to historical reasons, its products may be somewhat aging. After we take over, we will use Renault's technology and alliance technology to upgrade the products technically, and will also bring a lot of advanced management experience and quality control system. And the engineering system to upgrade the company and products. " Gu Ming said, "The updating of these technologies and the introduction of new projects all require investment, so Renault's investment in China will definitely continue." At the same time, he revealed that Renault Brilliance may also produce new energy products in the future.

here, for light commercial vehicles, Renault is confident that the Golden Cup will return to its peak, and in the field of electric vehicles, Renault seems to have a complete plan.

continue to attack China's domestic market, and Renault has pinned its hopes on Jiangling. On July 17, 219, Renault Group purchased 5% of the shares of Jiangling Group New Energy Automobile Co., Ltd. for RMB 1 billion. The reason why Jiangling was chosen this time and Dongfeng was abandoned, Renault was interested in its former glory.

"Since its establishment, Jiangling New Energy has sold 1, electric vehicles. At its peak, it can rank sixth and seventh in the market, so Jiangling New Energy is very powerful. At the same time, it has about hundreds of dealers in China, covering a wide range of markets."

At the same time, this is also a two-way choice. Gu Ming said, "Renault also ranks first in Europe in terms of electric vehicle business, with a market share of 2% and a third of the market share. The technology is very advanced, which is also highly valued by Jiangling New Energy, because it also hopes to introduce advanced European technology and have more competitiveness."

In this context, Gu Ming revealed, "In the future, we will increase capital and share to become its major shareholder."

In addition to Jiangling New Energy, a new energy automobile company named Yi Jie Te is mentioned in the brand-new strategy of Renault Group. It is understood that Yi Jie Special is a joint venture company established on December 2, 217. Dongfeng Group and Renault-Nissan Alliance each hold 5% of the shares, of which Renault and Nissan each hold 25%. Thus, even if it holds a certain share in the company, Yi Jie is more likely to cooperate with the development plan of the alliance for Renault.

even so, Renault has some plans for this company. Gu Ming revealed that the two companies have different emphases. Yi Jie's products will be jointly developed by Dongfeng, Nissan and Renault, sold through the original Dongfeng Renault channel, and also undertake the task of exporting overseas.

Although Renault has made plans for the future development of China and overseas markets, Jiangling and Yi Jie Te, one of which has obvious advantages in commercial vehicles, almost all products have to be started from scratch, and the deep cooperation with Dongfeng Motor has failed to achieve the goal, and these two companies may not be able to afford this beam.

Finally, Gu Ming still stressed that "Renault will continue to invest in China, continue to transfer technology, continue to create employment opportunities, and continue to export products, which will also strongly support the price strategy."

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