Devaluation of the Russian ruble dragged independent automobile brand in Europe and America want immigration

Posted on 12/31/2014 3:54:01 PM

The intensification of the "ruble crisis" drag capital markets of Russia, the impact of China's auto sales in Russia, but also contributed to setting prices of Chinese automobile overseas strategy.
Recently, SAIC great advantage Ireland to deliver the first batch of vehicles exported to the EU, a total of around 80 vehicles, their future in the UK, the Netherlands and Turkey more European countries and paved the way for the global market. SAIC commercial vehicles overseas business unit director told the reporter Yang Junling 21 Century Business Herald, SAIC Chase has completed a strategic planning overseas markets in Europe and North America route. Previously, SAIC own car brand MG has been achieved in the UK.
Coincidentally, Chery relevant responsible person said Geely early last year to develop a plan to enter the US "The schedule Chery, plus a complete update of Chery products in European and American countries are considering." and Europe, Geely deputy president, general manager Zhang told the reporter International 21 Century Business Herald: "Geely has become the European list, is estimated to be achieved around 2016 in Europe." Meanwhile, JAC is based EV electric vehicle in the US market.
ASEAN region, Thailand, Malaysia, Indonesia, Russia is a traditional Chinese brands overseas markets, but these markets either economic or political, are not mature markets of Europe and America, and Russia, "ruble crisis" is to promote its own brand to mature market strategy shift determination.
Enter the European unavoidable
"SAIC Chase had planned to Ireland as a springboard into Western Europe., Followed by the United Kingdom in order to force the point, covering the rest of continental European markets Netherlands and the area of right rudder is expected to be completed in 2015 covering Europe quick area right rudder. "Yang Junling revealed.
From Ireland to the European Union, is to return to the EU market SAIC Chase, how two forces were divided. SAIC Chase, while in Eastern Europe, layout, with Turkey as a bridgehead to the east, Turkey to enter the EU market through the area left rudder, is expected to be completed in the first half of 2015 listed bridgehead Turkish market, and completed major European markets left the helm area enter. But before this, SAIC Chase has completed the strategic planning of America and design, and has begun to enter substantive progress. Zhang also said that according to the plan of Geely, future Geely overseas markets will be divided into three stages: the first stage in emerging markets, and the second stage in Europe, the United States entered the third stage.
Why own brand in Europe and America? First I saw the demand for US and European markets. Developed European markets and traditional Americans, car ownership per thousand is the greatest demand is highest. Second, markets brand brand luxury European and independent American. EU car with the highest standards in the world, most consumers understand the car, can enter the European market, indicating that the hard and soft aspects such as quality and design of products can be more stringent inspection requirements and market. This is another demonstration of the market, leading role is clear, so that the European market of global importance has show to improve impulse international brand image.
In addition, to enter the European market and in other mature countries, but also to avoid are the traditional political and economic risks in foreign markets. Own brand of traditional markets abroad, mostly concentrated in the region of ASEAN, Thailand, Malaysia, Indonesia is the largest of the three markets. However, these factors are more market turmoil.
"Ruble crisis" in Russia too. Following GM, Audi, Jaguar and other brands have been expressed temporarily stopped selling the vehicle at the local level, affected by the overall decline in car prices in China also poor performance in Russia.
According to data provided Gasgoo: Last month, plus the Russian market and hippocampus Chery adverse economic growth, most of the prices and sales of own branded cars in China are a continuation of the previous downtrend, that Luxgen, FAW and BYD sales even zero, only Chery and adverse economic growth hippocampus.
Ready to fight
Own brand has been selling cars in Russia is profitable, ie, low prices, quality and design in the competition than any other brand in the apparent weakness of the ruble and the current crisis has led many independent car companies have to take price increases or a way to save the business benefits in dollars, thus, its own brand in the Russian market lost most cost advantage, to some extent, affect the performance of independent car prices in Russia .
This year, Lifan, Great Wall, Chery and other auto companies in China have announced the construction of production bases in Russia and central R & D, open roots in the visit to the Russian market, this, the European Chamber has noted that the devaluation of the Russian ruble weakened sales growth of imported cars, but greatly promote local brands and brand sales in local production backup.
To enter the European market, are not simply based on price. "Powerful forces are entering the European market products weapon." Yang Junling the EU market, the need to pass a stringent ECE certification; North American market is another set of more stringent system requirements. Thus, while the European market potential is huge, but due to the stringent requirements of laws and regulations, the overall strength of the brand itself is not sufficient to meet the stringent requirements of the US and Europe, tracking enter the market means a big risk.
In addition, he is also prepared to enter the European away. In fact, this point has been the corporate identity of the independent brand. Zhang told the 21st Century Business Herald reporter, Geely has not yet formally entered the EU, the most important reason is the lack of tracking products, Europe and developed markets alone can not challenge a single product, but to enter the family brand. In addition, post-sale, at present, most domestic auto companies POS market services overseas service were not established, but the service entrusted to the local dealer. Yang Junling I think this is a risky operation, customer satisfaction is not enough, it will affect the long-term development of the brand.
Reporter 21st Century Business Herald learned that, with SAIC Chase account in order to provide a strong after-sales support for the European market, has recently opened the box of spare parts in the world, the future of Europe will continue "deliver nutrients" to strengthen regional protection capabilities and emergency response service.

Post a comment

Hello guest, care to post a comment?