[News-Oxcart Network]
Dongfeng Motor Group Co., Ltd. (hereinafter referred to as "Dongfeng Motor Group") recently held a 2022 work conference to announce that it will challenge the business target of 4 million vehicles in 2022.
Dongfeng expects to wholesale vehicles of nearly 3.3 million units this year, and terminal deliveries will reach 3.4 million units. Based on this calculation, Dongfeng's sales will increase by 17.65%-21.21% year-on-year next year.
(The picture is from the official website of Dongfeng Company)
Judging from the latest sales report, Dongfeng's cumulative sales from January to November were 2.5172 million units, down 0.34% year-on-year. Among them, the cumulative sales of passenger cars were 2.0247 million units, up 0.2% year-on-year; the cumulative sales of commercial vehicles reached 492,500 units, down 2.68% year-on-year.
In the passenger car segment, Dongfeng Nissan and Dongfeng Honda, as the pillars of sales, have both suffered declines to varying degrees – cumulative sales in the first 11 months fell by 9.02% and 6.64% year-on-year, respectively. In summary, the lack of cores, the slow replacement of new models, and the failure to keep up with the introduction of new energy models are all important reasons for the relative loss of momentum in the joint venture sector this year.
However, DPLUS Automobile and Dongfeng Fengshen, which have almost fallen to the bottom before, have shown signs of rejuvenation in the context of complex industries.
DPCA recently announced that it has achieved its annual target of 100,000 units ahead of schedule and achieved positive sales growth for 13 consecutive months. Qu Hongyu, deputy general manager of Dongfeng Citroen Marketing, said in an interview with Chinatown that this year's sales results first stem from Dongfeng Citroen's insistence on "extreme altruism", that is, the complete implementation of "customer-centric" from the brand level, while changing the pricing strategy, decentralization of the Chinese side, betting on Versailles C5 X, etc., are almost the last attempts of "living to the death".
At present, the achievement of more than 100,000 vehicles and doubling year-on-year has indeed pulled DPCA back from the brink of death; however, the share of French cars in the Chinese market is visibly compressed, and as strong as Volkswagen and Toyota are also actively seeking a way to transform in the new era, the sales target completed by DPCA in advance is only the first step to keep up with the rhythm.
On the side of Dongfeng Fengshen, Yang Qing and Ding Shaowu, who just took office at Dongfeng Passenger Vehicle Company at the beginning of this year, issued a military order of 120,000 sales, bluntly saying that "in 2021, Dongfeng Passenger Vehicle Company must achieve a sales target of 120,000 vehicles, must build a system capability to support the 200,000-vehicle target in 2022, and must reduce costs in all aspects" "Resolutely fight and win the Battle of Dongfeng Passenger Vehicle Business, and must break through 120,000 vehicles in 2021."
After four consecutive years of unsuccessful achievement of the target, Dongfeng Fengshen finally approached the shame of a snow at the end of this year: from January to November, dongfeng Fengshen's cumulative sales were about 108,100 vehicles, up 75% year-on-year, and only 11,900 units away from the target of 120,000 vehicles.
In terms of independent plates, Lantu is also the next strategic focus of Dongfeng Company. Batch delivery was launched in August, and by November, there were only 3,195 vehicles on the terminal, and it was difficult to be optimistic about the turnaround.
At this work meeting, Dongfeng Company did not specify how the target of 4 million yuan in 2022 will be decomposed and completed - the decline in the joint venture of traditional advantages has begun to appear, the contribution of commercial vehicles is limited, and the autonomous sector still needs the group's blood transfusion to pick up... How Zhu Yanfeng will lead Dongfeng to achieve 21% growth in uncertainty next year, we can only wait and see.