On November 18th, Dai Lele, the president of Renault Asia Pacific who came to Tokyo from Japan to participate in the BEIJING auto show and unveiled a new car, did not bring the latest news of Renault's China project, but told reporters that Renault's work in China will continue to focus on expanding next year. Sales and brand building.
Retired from Renault Motors, which has been exhibiting at the BEIJING Motor Show for 6 years, this year's show featured double-champion F1 racing, the European NCAP safety test Grand Slam model Laguna, the new Megane CC hardtop convertible, the new landscape II and the urban The 7-segment model of the high-end 2+1 small-sized Zoe concept car is designed. It is reported that at the auto show Renault's booth was bursting, and even the display racks were crowded by enthusiastic viewers. Five display vehicles were damaged, which shows that Chinese fans are concerned about Renault cars.
For Renault cars, many Chinese consumers are not unfamiliar. From the earliest Sanjiang Reynolds Fiek to the compact MPV Renault landscape, Megane sedan, Laguna sedan and luxury car Wessidy, which have performed well in the imported car market in the past two years, they are all highly sought after. By. However, in the face of Renault's localized production concerns, Renault seems to have always been inattentive. “There is no substantive information available for disclosure at this time.†Dai Bole’s answer was slightly understated. However, he also made it clear that Renault will not give up its original intention of producing cars in China. Work in this area has been ongoing. The Chinese partner is still Dongfeng Motor.
In fact, it was not too late for Renault to enter China. Its joint venture passenger car project started at the end of the last century, but it failed to go further. Some people say that Renault is not lucky. Some people think that it is because of the romantic and careless nature of French people. However, there are also arguments: Renault products are too advanced for the Chinese market and do not meet the current consumer orientation of Chinese consumers, such as personality. Too strong, too expensive, technology "surplus" and so on.
With the popularity of cars in China, the concept of people's consumption has matured, and high-value-added and personalized models have received more and more attention and sought after. This has brought development opportunities to the latecomers to the Chinese market. Chrysler recently greatly accelerated the pace and intensity of its entry into China. The first domestic Chrysler 300C was just off the assembly line, and it also discharged a strong lineup at the BEIJING Motor Show. Its scale of exhibition and great momentum, the highest in the calendar year, combined with the president of the Chrysler Group in the auto show scene, is enough to show the potential of the Chinese market heart of.
Renault Motors, ranked fifth in the world's 6+3 car format, is surprisingly calm in the Chinese market. In the face of Renault’s recent investment in India, some speculated that this may indicate that after Renault’s projects in China were blocked, its Asian strategic focus was shifting from China to India. However, Debole gave a negative answer and made it clear that he would not give up the Chinese project. Reasons for the slow progress of Renault's China project, Dai Bole explained: "There is no special reason, but Renault needs some time to prepare."
It should be said that Renault entered China very early and was not ignorant of the Chinese market. What else should you prepare?
Since the beginning of this year, Renault’s sales in Europe have been declining. The growth of its global sales has depended on markets outside Europe. Renault could not give up in the face of China’s attractive market. However, Dai Bole's words can also be understood. After all, the current Chinese market has changed much more than five years ago and 10 years ago. “The Chinese auto market is no longer a small market, it has become the world’s second largest market, and it is continuously growing. This is not satisfied with the production of 50,000 vehicles and 100,000 vehicles. Therefore, the market research and cooperation with Chinese partners It takes a lot of time to continue to explore. Renault must re-plan, layout, and long-term plan. To enter will not be a couple of models, but a series."
In February this year, Renault released a development plan named "2009 Renault Agreement", which has three important goals: First, product quality and service quality have reached the top three cars in its class in Europe, and second, global sales volume has increased by 800,000 by 2009. The third is to increase the profit rate to 6%, making Renault the most sustainable integrated automobile manufacturing company in Europe. Therefore, Renault is very cautious in investing.
“Renault is preparing a large-scale investment plan, which takes time.†Dai Bole said, “It's not a financial issue, it's not a government or policy reason. It's that such a large investment requires professional research to determine the target customers and What kind of model will be introduced? If Renault decides to enter the Chinese market one day, it will begin immediately."
Obviously, Renault, who has suffered repeated setbacks in China, does not want to repeat the past. Renault hopes to be able to make a hit and blockbuster when he enters again.
According to Debole, Renault’s current focus in China is still to expand sales and brand building. In fact, Renault’s network construction and sales growth in China have also been slow in the past two years. In this regard, Dai Bo Le believes that this is Renault's pursuit of maximum customer satisfaction. He said that Renault has not expanded its marketing network extensively. Renault is pursuing the greatest physical and mental pleasure for consumers and maximizing the satisfaction of Renault customers.
However, from its point of view, "Reynolds is not prepared to introduce the latest Clio that won the 2006 Europe's best model and the European model of the year because it is very expensive, there are many high technologies, and the current introduction of the Chinese market may not be profitable." Renault's judgment on the Chinese market seems to be biased. Because the same type of trolley has been sold in China, and it has performed well. Renault may be the best time to seek entry into China. Perhaps Renault has a deeper plan for the Chinese market, but I do not know that in such fierce market competition, when Renault is really ready one day, there is no chance.
View related topics: Dongfeng Renault project tracking report
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