How can an independent brand resist the offensive of a joint venture brand? Rely on price or shape? Rely on technology or service? At the Chengdu Auto Show, Jianghuai Automobile responded with a loud voice: relying on quality!
At the auto show, JAC Motors launched the A-Class "Tongyue" and "Tongyue RS" with the theme of "Quality Achievement Classics", and clarified the quality as the development direction of the core competitiveness of the JAC sedan. An industry expert on the scene said: JAC's "Quality Theory" has nothing new to say, but in a few words, it points out the current weakness of independent brands and the solution.
For a long time, small cars and mini-vehicles have been considered as the main positions of independent brands, and sales of independent brands such as Geely, BYD, and Chery have been concentrated in these two markets. At the same time, most commentators believe that the joint venture's products cannot dominate the two markets because their prices cannot be reduced to a level with their own brands. Therefore, this market will be the main position of independent brands, and it is an unstoppable position. Independent brands will start from this position and attack the higher-level market.
However, reality has completely broken this mainstream assertion. The independent brands did not successfully enter the higher-level market. Instead, the joint venture products successfully entered the small-sized car market and occupied a dominant position. In other words, the self-owned brand is losing its main position in the small car market. According to the data from the public security traffic management department, from January to July 2008, the small car market was the top 10 in sales, except for Xiali, BYD F3, and Geely King Kong, all of which were joint venture products. Only in the micro-car market, Chery QQ and other independent brands still occupy a major share.
Why can't self-owned brands enter the higher-level market and why are they falling in the small-car market? There is only one fundamental reason, that is, the quality of self-owned brand products has become the biggest weakness. The so-called quality refers to the comprehensive manufacturing level and quality level of the product, not only the quality of a certain component. Quality is passed on to consumers with a sense of trust, quality and beauty.
Many consumers have the feeling that joint-venture products and self-branded products with the same price can often find that the products of their own brands are rough in process, have poor lacquer, even have poor door-to-door closures and loose window conditions. It is fair to say that the products of the joint venture are better at the craft level than their own brands. Therefore, quality is not only due to price, but depends on a number of factors—the advanced level of production equipment, the quality of industrial workers, the quality management capabilities of factories, the quality of parts and components, and the experience of building a car.
More and more independent brand companies are aware of the importance of quality and have begun to focus more on quality improvement. This is especially true for companies that later entered the passenger car market. Independent brands such as Brilliance China, BYD, and Chery have all started to recognize the importance of quality in recent years and have also made some useful explorations in improving product quality. .
JAC has 45 years of experience as a car builder. Its production chassis has always been recognized as the best chassis in China. Almost all small and medium-sized passenger cars use JAC's chassis. In addition, JAC has been fighting for many years in the commercial vehicle sector. As we all know, most domestic commercial vehicle users are overloaded and overloaded. Therefore, the quality of commercial vehicles is a matter of life and death. Therefore, JAC understands the importance of quality and has excellent quality control capabilities.
With profound manufacturing experience and a strong sense of quality, after entering the passenger car market, Jianghuai's expertise in keeping up with the market is still excellent. No matter whether it is in the chassis or manufacturing standards, it can be a model for its own brand. A few days ago, JAC announced that it would enter the small car market and it was immediately optimistic about the industry and consumers, and had high hopes. Because of the quality of Jianghuai Motors, it is bound to compete with all joint ventures, revitalize the spirit of independent brands, guard the territory of independent brands, and increase consumer confidence.
Regardless of whether the independent brand new army or veterans insist on quality, they are becoming new spokespersons for independent brands.
View related topics: independent brands, where to go?
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