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auto-first｜samal

with the release of sales data at the beginning of each month, the auto market is always filled with voices from time to time, that is, "abuse against joint venture car companies, vitriol against weak car companies, and blind worship of individual independent brands." and joint venture cars at the same time, the company is regarded as a weak car company at the moment.

recently, the passenger car association officially announced the sales data of domestic car companies in august this year. the cumulative sales volume of the narrow passenger car market in august was 1.905 million units, a year-on-year decrease of 1% and a month-on-month increase of 10.8%. among them, the sales of new energy vehicles have increased significantly while the sales of fuel vehicles have declined. affected by this, independent brands have performed strongly, byd leads the market, geely and chery have strong sales, and the top three independent brands have formed. however, joint venture brands that mainly focus on fuel vehicles have experienced an overall decline, generally showing double-digit negative growth rates.

therefore, looking at joint venture brands is a process of disenchantment and return to rationality.

let’s start with a recent rumor.

01.beijing hyundai’s “layoffs” are not true

just recently, there was news of “layoffs”. some media said that according to people familiar with the matter, "beijing hyundai plans to optimize personnel in two batches. among them, the first batch will end around november this year; the second batch may be completed before february next year, and the employees involved are expected to account for about 30% of beijing hyundai’s total employees.” however, the report also stated that the news has not been officially confirmed.

auto-first contacted "informed sources" within the company and received a reply: "the report that "beijing hyundai will lay off 30% of its employees" is completely untrue, let alone the so-called "first batch" and "second batch" .

"beijing hyundai is developing new energy products and improving its export business. based on the needs of professional talents required for reform and transformation, the company introduces and supplements young talents every year. in 2024, it aims to introduce more than 100 outstanding young talents. the recruitment work is still going on. in progress." the relevant person in charge of beijing hyundai praised.

joint venture brands are now experiencing a troubled time. since the middle of the year, many joint venture car companies such as faw-volkswagen, gac honda, saic-gm, saic maxus, and dongfeng honda have reported layoffs. but obviously, beijing hyundai’s “layoffs” are not true.

02. joint venture “self-rescue” talents and electrification first

the new energy transformation of china's auto market has made the gears of destiny begin to turn ruthlessly. the main thread behind the turning of gears is track transformation, which is the background of the automotive industry's transformation from fuel vehicles, new energy vehicles to smart vehicles.

this has caused the sales volume of the former joint venture to decline and part of the production capacity to be cleared. however, the joint venture is far from what everyone sees on the surface. in fact, it is still in a stage of continuous playing cards. however, there are at least a few certain points:

first, no one really wants to give up the chinese market;

second, joint ventures are "transforming" in the chinese market, allowing themselves to quickly adapt to "involution" and adapt to "technical routes." the "joint venture" will never retreat easily. this is a protracted battle.

therefore, seeking change is instinctive.

it can be seen that the "layoffs" of joint venture car companies rumored by the outside world cannot be simply understood as a "one-size-fits-all" reduction of labor costs, but a progressive, up-and-down approach to eliminate poor performers and recruit high-quality talents. this is a reform and self-rescue for joint venture car companies facing severe challenges.

such as talent strategy. “support young talents to take the lead and play the leading role”, “improve and implement the training, use, evaluation and assessment mechanism of skilled workers, encourage more workers, especially young people, to take the path of becoming talents with skills and serving the country with skills, and cultivate more highly skilled talents and great powers.” craftsmen." the country has pointed out the direction to consolidate the talent factor foundation for the development of new productive forces.

in fact, joint venture car companies do not lack funds, technology, and system capabilities. take beijing hyundai as an example. this joint venture is backed by hyundai motor group, the world's top three car companies, and baic group, which has been on the fortune 500 list for 12 consecutive years, and has high-quality resource reserves. very adequate. the key is how to stimulate these high-quality resources and turn them into new productive forces. under this background, the optimization of talent elements has become an inevitable option for joint venture car companies to reform and save themselves.

such as electrification strategy. the reform direction of beijing hyundai has long been clear. not long ago, wu zhoutao, the permanent deputy general manager of beijing hyundai, gave a comprehensive introduction at the chengdu auto show. he said that both chinese and korean shareholders are continuing to increase their investment in beijing hyundai, and the development is more in line with the chinese market. products. a new pure electric model will be launched soon, and a matrix of new energy models will be built to adapt to the chinese market. at the same time, overseas exports are also expanding, and hyundai motor's global export base will be built in the future.

recently, at hyundai motor's ceo investor day, it announced its new mid- to long-term strategy "hyundai way."

hyundai motor plans to achieve global sales of 5.55 million vehicles by 2030 (including genesis) through the "hyundai way" strategy and increase production capacity by 1 million vehicles. in the field of electrification, hyundai motor aims to sell 2 million electric vehicles by 2030, accounting for 36% of overall sales, and further consolidate its leadership in the global electric vehicle field.

for example, fuel product strategy. at this year's chengdu auto show, beijing hyundai's new flagship suv, the fifth-generation santa fe, arrived as scheduled. it attracted the attention of many consumers with its excellent quality and sincere price.

industry veterans believe that in the current "fast-food" product and technology rhythm, many brands are eager to launch new products, but lack technological accumulation. they use fancy configurations to win users' attention, and they are betting on price, ai large models, and refrigerator color tvs. big sofas, car-making and marketing methods are even more sophisticated. as beijing hyundai’s global strategic flagship suv model in china, it officially entered the domestic market in 2012, helping beijing hyundai build a complete suv family matrix. today, santa fe it has won the trust of more than 5.7 million users around the world.

if you previously underestimated beijing hyundai and looked down on beijing hyundai and all joint venture car companies in the chinese market, now that the counterattack has begun, it is a pragmatic move to change your attitude.

03. should joint venture car companies be saved? must be saved!

there are a lot of rumors about joint venture car companies on the internet. some people use some rumors to cast negative light, and some people raise the question of "should joint venture car companies be saved?"

therefore, as to whether the joint venture car companies should be rescued, the answer is undoubtedly, not only to save themselves, but also to provide conditions for the new energy transformation and electrification of the joint venture car companies. innovation is the good medicine to solve the current dilemma of the joint venture.

from several dimensions.

on the one hand, from an objective and rational point of view, for a global car company, the hyundai brand, especially beijing hyundai, which was once the mainstay of the joint venture, cannot always be in a trough and hesitation period. what's more, the current trough of the joint venture car company and the brand are part of a cyclical transformation labor pain is inevitable.

joint venture brands and multinational car companies have new ways to live. there is no need to belittle themselves, no need to badmouth, and no need to shout at everyone.

on the other hand, joint venture car companies are an important part of china's automobile industry system. the development of china's automobile industry in the past 20 years has been driven by joint ventures. take beijing hyundai as an example. the hyundai motor group behind it has business radiating around the world, and its layout is not only in the automotive industry and supporting industries, but also in the fields of intelligence, air travel, hydrogen energy and other fields.

obviously, joint venture car companies are the boosters of china's rapid economic development. they practice reform and opening up, join the world trade structure, and introduce foreign capital to revitalize the domestic market. this is the mission given by history to joint venture car companies, and it is also the bridge between china and the world. this bridge cannot collapse. if it has been in disrepair for a long time, it should be repaired. the base is solid.

joint ventures still account for half of china's auto market. it is self-evident how much output value the joint venture car companies have created in china, how much tax revenue they have contributed, how many jobs they have created for the upstream and downstream industries, how many talents they have trained, and how much technological innovation and r&d they have promoted.

according to auto-first, joint venture car companies certainly need to be rescued, and they need not only support but also understanding. it is even more necessary to mobilize the efforts of the whole country to rescue. the fundamental power of salvation lies in the innovation of enterprises and the tolerance and trust of the people.

view of the situation: this is a protracted battle

historical trends have always been repeated, reversed or broken. the wave of joint venture car companies has also ushered in ebbs and flows. entering 2024, the electrification transformation, decision-making timeliness, cost reduction and efficiency increase of joint venture car companies will all be visible to the naked eye. in the fourth quarter, the joint venture counterattack begins, and beijing hyundai is becoming the sprinter.