According to reports, Renault has previously said that it plans to terminate those products and businesses with little hope of profit. In February this year, clotilde delbos, the interim CEO of Renault, said that there were no "taboos" when reviewing the business to cut structural costs by at least 2 billion euros (about 2.2 billion US dollars) within three years. Renault promised to "evaluate the assets of its joint venture company in China and control costs". "Change strategy"? "Cut costs"? "Asset evaluation", these words also somewhat imply Renault's decision on equity transfer.
As one of the oldest automobile companies in the world, Renault has gone through the development course of 122 years since its establishment in 1898. Dongfeng Renault Automobile Co., Ltd. was established on 20 13, and was jointly funded by Dongfeng Motor and French Renault. At the end of 20 13, Dongfeng and Renault formally signed the Joint Venture Contract of Dongfeng Renault Automobile Co., Ltd., with each party holding 50% of the shares, in an attempt to further develop the "Golden Triangle" strategic cooperation of "Dongfeng-Renault-Nissan". Before domestic products were put on the market, Renault made a profit in 20 14 years only by importing and selling.
By 20 16, the first batch of domestic correga was listed. Speaking of it, Renault realized its domestic production in China in less than three years. Dongfeng Renault's plan is perfect, and it wants to take a ride in the hot domestic SUV market, and play a world in China market through two brothers, Koleo and Kolega. With these two models, Dongfeng Renault sold more than 30,000 vehicles in 20 16, and it was even more radiant in 20 17, with a sales volume as high as 72 188 vehicles, which is the highest sales peak of Dongfeng Renault so far, unprecedented and perhaps unparalleled.
Although Renault realized its dream of landing in China, the China market at that time was no longer a blue ocean. Facing the increasingly fierce market competition, Dongfeng Renault, as a new brand with low domestic popularity, is facing many challenges in the China market.
By 20 18, although there is a downward trend, it is good to have a good foundation of 20 17. This year's annual sales volume is around 50,000, which is gratifying in the cold winter of the automobile market.
In the first half of 20 19, the sales volume of Dongfeng Renault was only 89,01vehicle, down 75.97% year-on-year. Such market performance, for a joint venture like Dongfeng Renault, has only one word: "miserable". Last year, Renault sold 17957 1 car in China market, which was 17% lower than that in 20 18 years. These sales come from four joint ventures, including Dongfeng Renault (passenger car business), Renault Brilliance (commercial vehicle business), Yi Jie Tegong (new energy vehicle business) and Jiangling New Energy (Renault is the major shareholder).
In the whole year of 20 19, the cumulative sales of Dongfeng Renault was only 18500, and the monthly sales of many cars and SUVs in China exceeded this amount. After entering 2020, Dongfeng Renault has been in a state of "shutdown". 1 The annual output is "0", and the sales volume is only 586 vehicles, which is 8 1% lower than the same period of last year, and it has lost its sense of existence.
Although the sales volume is not good, it can be seen that Renault is the multinational automobile company with the largest number of joint ventures in China, and it really needs to be adjusted. When the cold winter comes, the shortcomings of Dongfeng Renault are undoubtedly exposed. The product structure is single, the product strength is not strong, and the model is too single.
Dongfeng Renault was founded on 20 13, with only four models, and only two models made in China are Koleos and Kolega. Dongfeng Renault, which wants to win the world with two models, seems to be unable to do so. In addition, it is also necessary for Dongfeng Renault to change its executives frequently. The reason is simple:
2065438+In May 2006, Xiong Yi, head of Dongfeng Renault Marketing Headquarters, left and Chen took over;
20 16 1 1 Hu Xindong, executive vice president of Dongfeng Renault, resigned;
20 17 Qu Gang, Marketing Minister of Dongfeng Renault, resigned;
20 18- 10 the former full-time deputy general manager and head of business development department of Dongfeng Nissan Marketing Headquarters replaced Chen as vice president and head of marketing department of Dongfeng Renault;
2065438+April 2009 1 day, Ge took over as the president of Dongfeng Renault Automobile Co., Ltd.;
2065438+On July 7, 2009, Wei became the director and executive vice president of Dongfeng Renault Automobile Co., Ltd.;
In March 2020, Hong Hao left the post of vice president of Dongfeng Renault;
According to analysis, although China managers have rich market experience, they are not easy to be adopted in legal joint ventures. It is difficult for French car companies to adjust their product prices and marketing strategies according to the changes in the China market. There are great differences in the understanding of the market between Chinese and French management, so the share of French cars in China has dropped rapidly.
Renault Group said that its long-term development strategy in China in the future may be from the perspective of light commercial vehicles and new energy vehicles, which will form the two pillars of its future business in China. Originally, these two areas also belonged to its strengths.
Dongfeng Motor Group Co., Ltd. plans to transform and upgrade Dongfeng Renault. According to the overall strategic layout, Dongfeng Motor Group Co., Ltd. continues to strive to achieve high-quality development and innovation of technology and business model. "According to the overall strategic layout, Dongfeng Motor Group Co., Ltd. will continue to strive to achieve high-quality development and innovation of technology and business models." The company wrote in a statement.
Renault said that it will continue to provide services to 300,000 Renault car owners in China through the cooperation mechanism of local dealers and alliances of manufacturers to ensure that the rights and interests of car owners will not be lost.
In addition, in order to avoid "secondary injury" to employees after the outbreak, Dongfeng Motor will also actively carry out the resettlement work of employees, mainly including dealing with the remaining problems, retaining employees in new businesses, and dissolving labor contracts through negotiation. For the termination of the labor contract, Dongfeng Motor will terminate the labor contract in accordance with the provisions of the Labor Law.
Dongfeng Group and Renault Group emphasized that Dongfeng Motor Group Co., Ltd. and Renault Group will also strengthen cooperation with Nissan. It is reported that Dongfeng Motor, which has completely taken over Dongfeng Renault, will also upgrade it. After Dongfeng takes over Dongfeng Renault, it will upgrade the Dongfeng Renault factory and build it into a Dongfeng intelligent manufacturing production base.
Renault Group and Dongfeng Motor Group Co., Ltd. will continue to cooperate with Nissan in the new generation of engines. The cooperation includes providing parts to Dongfeng Renault after Dongfeng takes over, and providing diesel engine license to Dongfeng Motor Co., Ltd. Renault Group and Dongfeng Motor Group Co., Ltd. will also carry out innovative cooperation in the field of intelligent networked vehicles.
It can also be seen that due to the hopeless recovery, it is not surprising that Dongfeng Renault, which produces passenger cars, was adjusted in the eyes of the storm. Judging from the current market situation, it is the best choice for Dongfeng Motor and French Renault to stop Dongfeng Renault in time.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.