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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%.

looking at the global market, sales of new energy vehicles have also grown significantly. data shows that global sales of new energy vehicles exceeded 10 million units from january to august this year, and the proportion of total new car sales reached 18%, an increase of about 3 percentage points from last year. among them, china's new energy vehicle sales reached 7.037 million units, a year-on-year growth of 30.9%. looking at the single-month data in august, the retail sales of new energy vehicles even reached 1.027 million units.

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, what followed naturally was a decline in sales of fuel vehicles, while joint venture brands that mainly focused on fuel vehicles experienced an overall decline, generally showing double-digit negative growth rates.

this can be said to be the biggest challenge faced by joint venture brands in the chinese market. faced with challenges, joint venture car companies are generally undergoing reforms and shocks. can the whole society now treat independent car companies with the same understanding, support and expectations?

joint venture car companies continue to explode rumors of "layoffs"

the trend of new energy has accelerated its impact, and joint venture brands have entered a troubled period. since the middle of this year, many joint venture car companies such as faw-volkswagen, guangqi honda, saic-gm, saic maxus, and dongfeng honda have successively reported "layoffs".

recently, the latest "layoffs" news came from beijing hyundai. according to the media’s understanding of relevant insiders, “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.” but again, the report also stated that the news has not been officially confirmed.

to this end, we contacted "informed sources" within beijing hyundai, and the reply we received was: "the report that beijing hyundai will lay off 30% of its employees is completely untrue, let alone the so-called 'first batch' or 'second batch'." "the company is developing new energy products and improving its export business. according to 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."

judging from the words "new energy product development" and "reform and transformation", it confirms that beijing hyundai should be fully committed to promoting the medium and long-term goals released by hyundai motor at this stage - the "hyundai way" strategy.

according to the strategy——

1. hyundai motor will flexibly respond to the market environment and focus on electrification development to achieve global annual sales of 5.55 million vehicles by 2030, an increase of 30% from 2023; the mid- to long-term goal of global annual sales of electric vehicles in 2030 is 2 million vehicles.

2. under the new strategy, hyundai motor will launch a next-generation hybrid system with stronger performance and higher fuel efficiency, and plans to increase hybrid models from the current 7 to 14.

3. hyundai motor plans to launch a new erev model while promoting innovation in battery technology. it will strive to create 21 electric models by 2030 to achieve full coverage of economical, luxury and high-performance models.

4. hyundai motor will strive to consolidate its global energy leadership in the energy transition period by strengthening the entire group's hydrogen technology capabilities in the value chain and continuing the development of multi-line new energy sources. at the same time, we will continue to develop sdv technology to achieve innovation in mobile travel experience.

5. 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.

chinese consumers are no stranger to korean electric vehicles. for example, the beijing hyundai oncino ev (overseas name: kona ev) has been sold in the market for more than two years from march 2018 to june 30, 2020. 103,719 units were sold worldwide. as a pioneer of joint venture brand electric vehicles, hyundai and ensign ev have also experienced a "highlight moment" as a star product in the chinese market.

today in 2024, ioniq 5 n, representing the hyundai n brand + electric combination, has also entered the domestic market, dominating the market with its unique electric vehicle sportiness.

there is no doubt that these all confirm hyundai's determination to continue and increase investment in the domestic market. therefore, since investment has been increased, the rumors of large-scale "layoffs" will naturally be self-defeating. because it is essentially unreasonable to want both.

talent optimization: the road to reform and self-rescue for joint venture car companies

in fact, we should not interpret the rumored "layoffs" of joint venture car companies as a large-scale "one-size-fits-all" reduction of resources and expenditures. rather, it should be seen as a process of progress, improvement, survival of the fittest, and the recruitment of high-quality talents. facing the chinese market where the new energy wave is accelerating, this is the best reform that joint venture car companies should make to save themselves in the face of challenges.

in fact, joint venture car companies do not lack funds, technology, and system capabilities. take beijing hyundai as an example. it was established on october 18, 2002. it was the first sino-foreign joint venture project in the automobile production field approved after china joined the wto. it was it has been identified as a leading project and demonstration project to revitalize beijing's modern manufacturing industry and develop the capital's economy. it 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, so it has a very sufficient reserve of high-quality resources.

as the saying goes, it is difficult to turn around a big ship, and its huge size and supply chain dependency mean that beijing hyundai’s reform will naturally seek victory in a stable manner. now beijing hyundai’s reform direction has long been clear. not long ago, beijing hyundai’s permanent deputy general manager wu zhoutao 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 products for the chinese market. 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.

to complete such a reform, the challenges are arduous, there are many things to be done, and the demand for outstanding talents is also very urgent. without drastic talent optimization reforms, nothing will be possible.

should joint venture car companies be rescued? how? how to save?

automobiles are the industry with the longest industrial chain and the widest coverage. after entering china 22 years ago, beijing hyundai has created countless jobs, improved and promoted the upgrading and innovation of the local industrial chain, and created considerable contributions to the national and local governments. of taxes. as a large and socially responsible enterprise, beijing hyundai still adheres to its commitment to win-win cooperation with industry chain partners.

joint venture car companies are an important part of china's automobile industry system. when china's automobile industry is almost in a state of poverty, it is the entry, leadership and promotion of the development of china's automobile industry by the entry of joint venture brands.

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 to joint venture car companies by history. it is also the bridge between china and the world. this the bridge cannot collapse. if it is in disrepair, it should be repaired. after all, the base is solid.

to this day, joint venture car companies 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 and how much technological innovation and research and development they have promoted. as the biggest beneficiary, china's automobile industry must not turn its back on itself like in the movies during the most severe period of transformation for joint venture car companies - "when i used to look at the moon with me, i called her sweetie! now the new guy is better than the old guy. call me mrs. niu?”

from the perspective of an onlooker, joint venture car companies in the transformation period not only have to say goodbye to the old operations in the past, but also need to be protected, supported, and understood in the process of accepting and promoting new quality productivity.

therefore, joint venture car companies require rescue, which requires both corporate self-rescue, local assistance, and people's assistance. the best choice is to mobilize the efforts of the whole country to rescue. drinking water and remembering the source is the moral support for saving joint venture car companies; the actual benefits of saving are related to the sustainability, stability and development of society.