IAUTO
Speed Depth Attitude
Introduction |
2022/01/09
Probably, in the next step, Renault will have 2 "defeats" in China.
Reporter 丨 Yang Jing
Responsible editor 丨 Du Yuxin
Editor 丨Zhu Jinbin
In the era of variables, the world is uncertain, and the announcement of Jinbei Automobile will gradually disappear into the minds of the Chinese people' Renault Automobile to the cusp of the storm again. The announcement said that due to the supply chain relationship, the bankruptcy reorganization of Renault Brilliance is expected to affect the company's attributable profit in 2021 by 48 million yuan.
Renault Brilliance is also known to the public as the Renault Brilliance Gold Cup, the brand that focuses on light commercial vehicles, and its bankruptcy and restructuring have long been revealed. Arrears of payments to suppliers, suspension of employee wages, and factory shutdowns a few months ago all suggest that the joint venture is beginning to move into the abyss.
This means that after Dongfeng Renault, Renault's main passenger car segment in China, announced its restructuring and withdrawal from the Chinese market in April last year, another Renault joint venture in China, that is, the commercial vehicle sector, may withdraw from the Chinese stage. It is reported that after the Shenyang Intermediate Court ruled, the Renault Brilliance Gold Cup was officially bankrupt and reorganized.
In fact, brilliance group, one of the joint venture parties, was also ruled by the court as early as November 20, 2020 bankruptcy reorganization, this large automobile group in the northeast, due to long-term poor management, independent brands have been in a state of loss, the debt ratio remains high, and eventually it is difficult to return.
When the weak Reynolds meets the weak Brilliance, their fate is doomed to die early.
Renault commercial vehicles lost
The story of Renault and Brilliance Gold Cup is not very long, but it is very complicated. Renault Brilliance Gold Cup was established in 2017 and is jointly invested by Renault Group and Brilliance China, with a shareholding ratio of 49% and 51% respectively. At that time, Brilliance Group transferred 49% of the shares of Brilliance Jinbei to Renault at a price of 1 yuan.
The same is "1 yuan", once Changan Automobile formally acquired all the shares of Suzuki Automobile in China at a price of 1 yuan, which also marked the official withdrawal of Suzuki Automobile from the Chinese market. On Renault Brilliance, this role of autonomy and foreign capital is exactly the opposite, because the operation of brilliance Gold Cup is not optimistic, only the introduction of Renault to improve the situation.
How bad is the situation in the Brilliance Gold Cup? The former Brilliance Jinbei became the first brand of light passengers in China in 2010, but since then it has been impacted by commercial vehicle companies such as Jiangling Motors, and its sales have fallen all the way to 23,000 units in 2016, and its net profit has also fallen from 0.36 billion yuan in 2015 to a loss of 208 million yuan.
At this time, the Brilliance Gold Cup urgently needs a "savior" to reverse the decline.
Before the Brilliance Gold Cup, Renault had already hooked up with Brilliance China, and in 2001 Brilliance China took over Sanjiang Renault and entered the high-end commercial vehicle market to make up for the lack of high-end products in the field of light buses. Later, due to various circumstances, the joint venture company was finally scattered, until brilliance gold cup continued to be the frontier.
The addition of Renault Cars is the arrival of the "White Knight" in the eyes of the Brilliance Gold Cup. Renault not only brings funds, but also provides technical assistance for brilliance gold cup.
At the beginning of the establishment of the joint venture, the two sides were full of confidence and indeed reached a beautiful contract. Renault Brilliance Jinbei plans to produce and sell light commercial vehicles under the three brands of Jinbei, Renault and Huasong, and achieve annual sales of 150,000 vehicles by 2022, involving MPVs, medium-sized vans and trucks, as well as large vans and trucks.
The following year, in 2018, Renault brought the ace MPV commercial vehicle Master, Trafic, and unveiled it at the Guangzhou Auto Show at the end of the year. However, at that time, the protagonists of the Renault Brilliance Gold Cup booth were not these two MPV, but two Chinese special vehicles, Renault Brilliance Guanjing and electric vehicle Lingkun EV.
Today, Chinese consumers use one word to describe the names of these two models: unheard of.
Indeed, the trajectory of the Renault Brilliance Gold Cup has since developed in the opposite direction, renault's addition has only invested money, and the introduction of Renault models has also been delayed again and again. It was not until November last year that a redesigned model, the Golden Cup Sea Lion King, was launched, and the first model of the Renault brand was launched in 2022.
In 2018, Renault Brilliance's Gold Cup sales were 43,000 units, down nearly 30% year-on-year; in 2019, sales were 40,200 units, down 6.5% year-on-year; in 2020, sales were about 23,000 units, down another 42.8% year-on-year. As you can see, Renault has not been able to go any further in China's commercial vehicle market.
The collapse of the Renault Brilliance Gold Cup is part of the reason for brilliance group itself, and more factors are still from Renault Automobile. From Sanjiang Renault to Brilliance China to Xiang Torch and Dongfeng Renault, Renault's important joint ventures in China have all ended in failure, and the reasons for these failures have clear commonalities.
Not paying enough attention to the Chinese market, Renault wants to sell products and technology first, for its first time in China, it has not succeeded; in the Dongfeng Renault period, the various models of products are still not changed, and did not face the brand power in China, and finally paid a painful price for their own obstinate behavior.
Renault China's "Legacy"
Many people may feel that since the story of Dongfeng Renault and Renault Brilliance Gold Cup has been turned over, does it mean that Renault's Chinese story has ended? However, this is not the case, And Renault's "legacy" in China is still two. Just like Renault's global reputation, in addition to passenger cars and commercial vehicles, it also has electric vehicles.
Luca de Meo, CEO of Renault Group, has previously said that if an automotive company lacks the Chinese market, it is equivalent to a table without legs. Renault's electric vehicle business in China will be carried out through EasyJet New Energy Automobile Co., Ltd. and Jiangling Group New Energy Automobile Co., Ltd.
EasyJet New Energy Automobile Co., Ltd. was established in August 2017 by the Renault-Nissan Alliance and Dongfeng Motor Group Co., Ltd. for the development and production of electric vehicles, of which Renault and Nissan hold 25% and 25% of the shares respectively, and Dongfeng holds 50% of the shares.
As a Sino-foreign joint venture company, easyjet takes advantage of the comprehensive advantages of China's electric vehicle industry chain to produce complete vehicles in China, hang the joint venture brand logo, and export the whole vehicles to foreign countries.
According to the data, from the opening of pre-sales in March to the end of October, easyjet's representative model Dacia Spring, led by Renault, had more than 40,000 orders in just 8 months, and such eye-catching results also made easyjet rank in the top three of China's pure electric passenger car export list for five consecutive months.
Another partner, Jiangling New Energy, was the joint venture between Renault Group and Jiangling Group in July 2019 with a 50:50 share ratio. With this new project, Renault Plans to further expand its stakes in the Competition in China's New Energy Vehicle Market and increase Renault's participation in the Chinese market.
Jiangling New Energy will introduce Renault's quality management system and technology, and plans to launch four core models by 2022, covering 45% of the main models in China's electric vehicle segment. The first model "Yi" will not only be launched in the Chinese market, but will also become a car model for Renault in the European market.
In fact, since the joint venture share ratio of Chinese car companies has been restricted to liberalized to canceled, we have seen Tesla's "catfish" impacting the new energy automobile industry. At the same time, we have also seen BMW, Volkswagen, Hyundai and other car companies pressing on the joint venture shares step by step, and car companies such as SAIC, Geely, and BYD in their own brands are also encroaching on the share of foreign capital.
An eternal truth is that only the strong have the right to speak, and the weak either hold their heads and squirm, or report to the group for warmth. The cooperation between Renault Automobile and Jiangling Group is also one of them. Especially under the "white-hot" competition in the new energy vehicle market, Renault Automobile under the "Great Retreat" is walking on thin ice.
Suzuki, Daihatsu, Opel, Fiat, have withdrawn from the Chinese market, everyone is looking, who will be the next car company?
| Yang Jing |
No sleep at noon
Afternoon crash