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in the severely inward-looking automobile market, price is no longer the key factor that dominates consumer choices. instead, the value of the vehicle has become the core of competition among automobile companies.

recently, saic group has carried out major personnel adjustments. after three years, yu jingmin returned to saic passenger vehicle and took on the important task of leading the brand's transformation and upgrading.

on august 30, the 27th chengdu international auto show opened grandly. at the auto show, saic roewe displayed the entire d family of products, including roewe d7 dmh, roewe d7 ev and roewe d5x dmh. at the same time, roewe rx5 plus, i5, imax8 and other popular models were also unveiled.

yu jingmin, executive vice president of saic passenger vehicle, pointed out that the current market has entered a stage of survival of the fittest, and changes in the purchase tax policy will have a profound impact on the survival of brands. he also revealed that saic passenger vehicle will accelerate the brand integration of roewe and feifan to enhance overall competitiveness, and emphasized that the company has completed technical reserves and is ready to meet market challenges at any time.

let users feel the real value

regarding roewe's current predicament, yu jingmin was frank: "we will definitely make a loss this year, and the situation next year is not optimistic either, as the inventory of vehicles is seriously overstocked." however, he believes that saic is rich in resources, and roewe's models are not inferior, and saic's years of accumulation and global strength are obvious. the development of the automobile industry is a long-term process, and we cannot only look at short-term sales. in the future competition, roewe will definitely have a place.

speaking of the recent personnel adjustments at saic motor, yu jingmin described them as "swift and resolute". as a senior executive who is familiar with saic passenger vehicles and saic volkswagen, yu immediately got down to work. he said: "at the group meeting, we were directly told that there was no adaptation period and we needed to take up the position immediately." yu jingmin revealed that he held meetings in anting on the weekends after his transfer.

at the chengdu auto show, saic passenger vehicle showcased a new team lineup, inspired by the popular game "black wukong", forming a unique "five-member team for the journey to the west". in the team, wang jun plays tang monk, leading the team forward; qiu jie plays wukong, the chief engineer with technical strength; yu jingmin plays bajie, responsible for marketing operations; zhu yong appears as sha monk, providing technical support for the team; shao jingfeng plays the white dragon horse, in charge of design work. yu jingmin explained that saic passenger vehicle's "journey to the west" is actually to learn from users, with satisfying user needs as the core of marketing.

in the interview, yu jingmin pointed out that roewe is positioned as the "new volkswagen". he believes that roewe and volkswagen are similar in brand and product characteristics, but roewe will focus more on practicality and value innovation and avoid pure price competition. he emphasized that roewe will provide products that match the price so that users can feel the real value.

"volkswagen's success is worth learning from for chinese brands. faced with fierce market competition, it is wise for roewe to learn from volkswagen's experience. the key is to improve manufacturing technology and after-sales service based on the advantages of domestic intelligent platforms, thereby enhancing brand value." said yu jingmin.

technology meets the challenge without compromising price

competing with value instead of price will be the core idea of ​​future brand development. yu jingmin pointed out that pure price war is not good for consumers, because the decline of new car prices will lead to the decline of used car value. on the contrary, roewe should focus on improving product value and provide consumers with products that are truly worth buying.

for example, in july this year, saic passenger vehicle launched the "super safety chip commitment". on the basis of zero spontaneous combustion safety, it became the world's first brand to provide three-electric warranty for both new and old car owners, aiming to allow users to truly feel the actual value of the product, rather than just focusing on price discounts when purchasing a car.

at the same time, saic passenger vehicle is actively shaping its technology brand image. yu jingmin is full of confidence in the future development of roewe. he said that saic has invested 150 billion yuan in the past ten years and has completed the accumulation of technology. at present, roewe has seven major technology bases distributed in three major oems, which means that roewe can flexibly launch various types of models according to market demand.

zhu yong, the technical director, admitted that market competition is driving technical engineers to accelerate research and development. "i also came from volkswagen at first, and the cooperation cycle for engine development projects at that time took 54 months." zhu yong said that now the development cycle of new cars has been shortened to 18 months, from concept to design, sample production, verification, investment, production, and listing, which is seen as a challenge.

but he believes that thanks to saic's 150 billion yuan investment in the past decade, its technology reserves are already mature. saic's seven major technology bases are divided into a "3+4" structure, "3" refers to the three major vehicle technology bases, including the "nebula" pure electric platform, the "everest" mechatronic architecture and the "galaxy" electric-hydrogen integrated architecture; and "4" represents the four key system technology bases, including the "blue core" hybrid system, the "green core" electric drive system, the saic magic cube battery and the galaxy brain.

in addition, the concept of "volume value" is not only applicable to the chinese market, but should also be viewed globally. yu jingmin emphasized that roewe is a global brand with a deep technological gene.

recently, although the eu imposed temporary tariffs on chinese electric vehicles including saic, yu jingmin revealed that facing the eu's pressure to hand over the battery cell formula under the threat of tariffs, saic and byd did not compromise. the reason why saic was imposed a higher temporary tariff was simply because its sales in europe were higher.

integrate feifan's complementary advantages

as a brand that was previously separated from roewe, feifan has launched a number of models such as f7 and r7, but its market sales are still tepid, which has aroused the attention of the outside world to the development of feifan brand. yu jingmin pointed out that roewe and feifan will promote the integration of marketing service organizations to achieve complementary advantages, jointly improve efficiency and accelerate the development of product portfolio.

he said: "saic group has always been committed to building a strong passenger car sector. in order to promote the better development of saic new energy, roewe and feifan will further deepen their integration, focus on core resources, and improve overall efficiency." it is revealed that since september last year, saic passenger vehicle has begun to operate a multi-brand integrated middle and back-end, and feifan and roewe have also moved towards integration.

in the future, saic passenger vehicle will assume greater responsibilities in three areas around the integration of marketing and service agencies: first, integrate more resources to provide better services and allow users to enjoy the smart and comfortable travel experience brought by the saic brand; second, meet dealers' expectations, boost confidence, and improve service quality; third, further develop the product portfolio of roewe feifan to provide users with more choices.

yu jingmin has set a sales target of 200,000+ for roewe next year. data shows that roewe sold 8,759 vehicles in july, a year-on-year increase of 15.63%; but the cumulative sales from january to july this year were only more than 70,000 vehicles, a year-on-year decline of 22.08%.

this means that in the next five months, roewe needs to achieve an average monthly sales of 26,000 vehicles to achieve its annual target. roewe's future high growth will depend on whether the new mce can stand out among homogeneous products.

however, yu jingmin also admitted that roewe faces considerable challenges. he believes that the market has entered a knockout stage and will face huge changes in the next five years. in a market environment where the purchase tax policy is adjusted, the survival of the brand and the persistence of the team will be huge challenges.

therefore, in the transformation of automobile intelligence, roewe is strengthening its cooperation with leading companies such as zebra and zero-beam, and investing in companies such as momenta and horizon robotics to accumulate technological reserves in order to create smarter and more convenient automobile products.