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auto-first｜zhou guangjun

from no. 7 yutian road to no. 201 anyan road, a distance of less than 3 kilometers, yu jingmin has been walking back and forth for 10 years. at one end of the road is saic volkswagen, and at the other end is saic passenger cars.

three years ago, yu jingmin went from saic passenger car to saic volkswagen; three years later, yu jingmin returned to saic passenger car from saic volkswagen. it is difficult to tell whether yu jingmin went from saic passenger car to saic volkswagen or from saic volkswagen to saic passenger car.

yutian road and anyan road are both in anting, which is an important town of saic group and also the place guarded by yu jingmin. time cannot withstand scrutiny, but it leaves traces. yu jingmin, who was born in 1974 in the year of the tiger, "went from anting to anting", back and forth, and in a flash, ten years passed, an era.

in 2014, yu jingmin became the deputy general manager of saic passenger vehicle; in 2024, yu jingmin returned to saic passenger vehicle as executive deputy general manager. in between, in march 2021, he went from deputy general manager of saic passenger vehicle to taking over saic volkswagen, and successively served as executive deputy general manager of sales and marketing of saic volkswagen and general manager of shanghai saic volkswagen sales co., ltd., secretary of the party committee of saic volkswagen automotive co., ltd., and at the same time served as executive deputy general manager of sales and marketing of saic volkswagen and general manager of shanghai saic volkswagen sales co., ltd.

in ten years, he went from deputy general manager of saic passenger vehicle to executive deputy general manager of saic passenger vehicle. the word "executive" condenses ten years.

in yu jingmin's view, "from anting to anting" is not only from saic volkswagen to saic passenger cars, but also the face-to-face and door-to-door meeting of saic volkswagen and roewe at the 2024 chengdu auto show, which opened at the end of august. it is a coincidence and also a destiny.

the “executive” role and roewe are the new volkswagen

yu jingmin said that he had walked this road from anting to anting 40 months ago, and from passenger cars to the next-door saic volkswagen, they were also in anting, which was a coincidence. at this chengdu auto show, the roewe booth was opposite volkswagen, and the distance from anting to anting was just this distance.

with saic group chairman wang xiaoqiu adjusting to the fast pace without an adaptation period, yu jingmin, who is used to investigating dealers on weekends, has been in meetings recently. thinking about the internal competition in the past three to five years and the automobile elimination competition in the next three to five years, where is the future of saic roewe?

what is roewe? roewe is the new volkswagen. it is not to piggyback on volkswagen, but to become the new volkswagen.

he, saic passenger vehicle general manager wang jun, his new partner saic passenger vehicle deputy general manager zhu yong, and internet celebrity designer shao jingfeng are the saic passenger vehicle team in the journey to the west. in the team, the first wang jun plays tang monk, the second monkey king is master qiu jie, yu jingmin is bajie, zhu yong is monk sha, and shao jingfeng is the white dragon horse.

in yu jingmin's view, roewe and volkswagen are very similar in their routes and thinking, reliable and not showy, which coincides with each other. yu jingmin believes that the market has entered the knockout stage and is about to usher in a five-year period of ups and downs. in january 2026, the purchase tax will be halved, and the purchase tax will be cancelled in 2028. which brand will still be there? which team will still be there, and why? this is also what he communicates with strategic partners and dealers, and needs to think about together.

what should we do in the face of china's rise and globalization? should we engage in suicidal involution or unite? with whom should we unite? with whom can we continue to move forward together? we need to think about all these.

what does saic passenger vehicle co., ltd. roll in the "flower roll" era?

facing the era of thousands of rolls in the automobile industry, yu jingmin said that if you only focus on price, you will be out of date. saic passenger vehicles wants to focus on value and break through the thousands of rolls with "flower rolls".

if it is just "volume price", the price drop of new cars will definitely cause the price of used cars to drop, and the cost of using the car will still be the same. users seem to have a low purchase cost, but in fact the cost of using the car is still the same. therefore, "volume price" is just a market competition. some companies may have cost advantages, and they are doing this to grab market share. from the perspective of brands and oems, they have to embrace the volume. in fact, they can't stop the volume. it depends on how to volume.

in yu jingmin's view, "volume value" is not just for the chinese market, but also for the global market. china accounts for a quarter of the global market, and it is difficult for partners to enter the chinese market, but the global sales volume has not actually decreased.

why has the sales volume not decreased in the global market? going overseas is the strategy of saic motor. today, 7 out of 10 cars sold in europe are saic passenger cars.

yu jingmin revealed that regarding eu tariffs, the eu said that saic would pay high tariffs if it did not cooperate and did not hand over the formula of the battery cells. byd was also included in the investigation. saic did not hand over the formula, so did byd provide it? this is impossible, isn’t it just that saic sells more in europe! moreover, this anti-subsidy campaign is the only one initiated by the government, not the european auto industry union. saic’s globalization strategy started relatively early and rushed more aggressively.

saic passenger vehicle's "near, middle and far" and "upper, middle and lower"

mg and roewe have actually entered the next round of market competition. "we need to consider what the situation will be like at that crossroads ten years from now." yu jingmin said that saic passenger vehicle is also considering "short-term, medium-term and long-term" plans. the long-term is where the crossroads will be ten years from now? the medium-term is now. it takes 18 months for a brand-new car to go from product definition to market launch. this year's sales target is 200,000 units.

after his return, yu jingmin was so busy that he had no adjustment period and only a sense of familiarity. he has been doing three major things recently.

first, adjust the internal structure; second, polish saic passenger vehicle’s technology brand; third, marketing must return to its essence of being closer to users.

the three major events return to one problem and solve one essence. in the next three to five years, let’s see whether i am there and you are there in the market elimination competition. i hope you are there too, that is, the “survivors” will be the kings.

zhu yong, the new deputy general manager of saic passenger vehicle, said that from the perspective of coiling technology, saic is not afraid of coiling.

he is the monk sha who carries the baggage in the pilgrimage team. sha's baggage is actually very heavy, including tang monk's robes and food supplies. in the future, saic passenger vehicle will develop "near, medium and far", "upper, middle and lower", and all the things in the baggage must be well stocked.

"roll" is an incentive for technical people. it takes 18 months to develop a new car, from scratch to design prototype, to sample production and verification, and finally investment, production and market launch. although it is difficult, it must be achieved.

saic has 7 major technology bases, namely "3+4". "3" refers to the three major vehicle technology bases, including the "nebula" pure electric exclusive series platform, the "everest" mechatronic vehicle architecture, and the future-oriented "galaxy" electric-hydrogen integrated vehicle architecture. the "4" key system technology bases include the "blue core" hybrid powertrain, the "green core" electric drive assembly, the saic magic cube battery, and the galaxy brain.

integration of roewe and feifan

saic's own brands roewe, mg, feifan, zhiji, etc., always give people the feeling that they are not particularly clear. what is the current situation of feifan?

yu jingmin made it clear that roewe and feifan have been on the road to integration. focusing on the integration of roewe and feifan's marketing service agencies, they will take on greater responsibilities in three aspects.

first, we must honor the promises made to users. second, we must be responsible for what we promised to dealers. third, we must speed up and further develop the product portfolio of roewe and feifan.

from "making the masses more outstanding" to "making the best great"

the change from anting to anting is not only a physical change, but also a spiritual upgrade. yu jingmin has already figured out how to go from "making volkswagen more outstanding" to "saic passenger cars is great and beautiful".

first, wake up the dealers. roewe is here, and the dmh super hybrid technology foundation is here. the "talking skills" he uses to communicate with dealers are, just think about whether other brands will still be here in three to five years, and whether i will still be here. no matter how large the volume of independent brands is, it is difficult to make a lot of money from after-sales service, and it cannot make up for sales, so sales are generally slightly profitable. now, the industry price is very high, so the reduction in store sales staff is also severe. the cost of dealership hardware can be reduced, but the software cannot be reduced. the team can have both gains and losses, but online live broadcasts, videos, etc. must be added. wake up the dealers first. there should be a potential customer transaction center centered on potential customers, and a user service center centered on transaction customers, to turn these two funnels and big cycles around.

second, marketing remedial "integration". integrate all those who care about saic passenger vehicle and hope saic passenger vehicle will be good, communicate sincerely, and embrace the internet tightly.

keep your original intention, don’t be an internet celebrity, don’t divert traffic, don’t cash in, and set an example.