In the middle of this year, a news of an equity change brought the marginalized Southeast Automobile back into the eye.
Japan's Mitsubishi Motor Industry Co., Ltd., which originally held 25% of its shares, withdrew, and the new shareholder, Fuzhou Transportation Construction Investment Group Co., Ltd., took over. At this point, the Chinese capital holding 75% of the equity will occupy an absolute right to speak within Southeast Automobile, and this equity change is of great significance, to some extent, it will promote the independent innovation of Southeast Automobile.
On December 9th, the Southeast Automobile "Huanyi" Renewal Meeting was successfully held in Fuzhou, which was also unexpected and reasonable. Facing the challenges and opportunities brought by the "new four modernizations" of automobiles, Southeast Automobile is also actively seeking changes. The event focused on the four levels of "new development, new product, new logo and new atmosphere" to comprehensively interpret the development strategy of the enterprise after the reform and rebirth.
As the lyrics of the Panther song "Fearless" are, "No one is optimistic, I will not show anything else, and I will not be afraid to look back." Be the best of yourself, perfect every idea, and laugh until the end is the winner." Some people may not be optimistic about Southeast Auto, but the courage and fearless spirit it has shown in the face of industry changes are worthy of respect.
With the release of the new LOGO, Southeast Automobile's two-way drive development strategy of "product + brand" has officially set sail.
Equity structure reform, 2 billion yuan capital increase
The press conference revealed that the work of equity structure reform has made a good start. Under the leadership of Fuzhou Municipal Government and Fuqi Group, the shareholders of Southeast Automobile have been changed to Fujian Automobile Industry Group, Fuzhou Transportation Construction Investment Group, Minhou County Construction Investment Group and Taiwan Zhonghua Automobile.
Among them, the province, city and county have formed a three-level integrated territorial resource, which has brought 2 billion yuan of capital increase to Southeast Automobile, which has initially solved the financial problems of the enterprise for many years, and will continue to increase its resources and financial support in the follow-up. This also means that With this fund, Southeast Automobile can speed up appropriately in product research and development, brand marketing and channel construction.
In addition to equity reform and resource support, Southeast Automobile, as a leading enterprise in the automotive industry in Fujian Province, also needs to achieve transformation and upgrading and high-quality development under the opportunity of the overall planning of Southeast Automobile City. In the future, "Southeast China Automobile City will become a modern automobile town of 100 billion yuan in five years".
Under the blessing of time, location, people and many parties, the vitality of Southeast Automobile after its re-launch has been significantly different from that of a few years ago, and there are frequent actions around the product level and the capital level, so that it has more possibilities. The emergence of a new brand identity also shows the determination and courage of Southeast Automobile to seek change.
Three new products were released, stepping into the field of electric power
At the press conference, Southeast Automobile released three new products, namely the B-class SMV Southeast DX9 and the Southeast N7 and pure electric coupe A7 concept cars, representing the design concept of Southeast Automobile's future crossover and electric vehicle. It is reported that the Southeast DX9 will be listed in 2022.
Southeast DX9 positioning medium-sized SUV, is currently the largest size of Southeast Motor, the overall design language is different from Southeast Automobile's previous models, more like a combination of SUV and MPV. More importantly, the DX9 will be equipped with a 1.8T turbocharged engine licensed by BMW technology, completely abandoning the Mitsubishi engine, but it is still necessary to make more efforts to achieve completely independent research and development.
Southeast N7, using the body form of a cross-border SUV, has both the dynamic shape of the new era and the convenience of the traditional space, taking into account the personality and performance, and is specially built for young consumer groups. Its main intelligent tide play scene, but also equipped with intelligent assistance system and a comprehensive innovation of human-computer interaction system, to provide users with a more advanced car experience.
The A7, which is built on a new platform, is a secret weapon, and its appearance means that Southeast Motors has officially stepped into the field of electric power. Unfortunately, the car failed to come to the scene, under the introduction of the designer, we initially learned about the new pure electric platform scene that southeast A7 wants to create. As for when the core links such as mileage, low-temperature electricity consumption, and safety can be mass-produced and landed, this is the topic that consumers are most concerned about.
The three new products have a certain point of view, and from the positioning and details, we can see the change of Southeast Automobile. But in the rapid development of the new energy track, time is the most terrifying enemy.
Invite car owners to become brand partners
In addition to the main performance and intelligent products, in the marketing service link of transmitting corporate value, Southeast Automobile is also seeking a breakthrough.
At the press conference, Southeast Automobile invited ten loyal users to become brand partners, and as the representatives of car owners, they expressed their views on brand design, research and development, marketing, service and many other aspects. The user-created model is conducive to narrowing the distance between users and brands.
Southeast Automobile announced that it will take quality as the basis and user as the center, open up the "customer-shop-factory" ecosystem, and upgrade the service platform. Committed to creating a consistent, circle-layered and scenario-based car purchase and service experience in the whole life cycle of consumers, and creating an ecosystem of Southeast FAMILY.
It is not difficult to see that Southeast Automobile, as a traditional car company, is also keeping up with the new marketing concepts and models of the most current trend. As Mr. Chen Wenhao, chairman of Southeast Automobile, said at the meeting: "The road is obstructive and long, and the line is coming; the future can be expected without quitting."
Towards the end of the event, a new brand identity was officially released. It echoes the "Peng bird" enterprise LOGO, on the one hand, it represents that Southeast Automobile does not forget its original intention, on the other hand, it also indicates that Southeast Automobile will be renewed.
Bell description
For the car company, which is actively reviving, there may be a long way to go to get back on track. In the face of market reshuffle and industry changes, at least it did not give up resistance, showed a positive attitude and the courage to change, adhering to the "product + brand" two-way drive future development strategy, and once again launched a challenge to the market.