With the release of the November sales data of DPCA, it is a foregone conclusion that the annual sales of DPCA will exceed 100,000 in 2021, and DPCA revival has taken a successful step. Through further inventory of the 100,000 sales of DPCA, it is found that DPCA has formed a "1+9" sales pattern. The "1" refers to the Versailles C5 X, the fist product of DPCA.
Inside DPCA, Chen Bin, assistant to the president of Dongfeng Motor Group Co., Ltd., executive deputy general manager and party secretary of Dongfeng Dongfeng Motor Group Co., Ltd., often describes DPCA as "walking a new Long March", and the appearance of the Versailles C5 X indicates that DPCA "rushed out of the Luding Bridge" to win a key battle of life and death for DPCA.
Compared with the superficial data performance, what is the internal reason for the revival of DPCA? What new inspiration and thinking can the revival of DPCA bring to the interpretation of China's auto market? To this end, we interviewed five experts and scholars, including Shi Jianhua, deputy secretary general of the China Association of Automobile Manufacturers, Xu Changming, deputy director of the State Information Center, Xu Xiangyang, deputy director of the Department of Automotive Engineering of Beihang University, Zheng Yun, global senior partner of Roland Berger Berger Consulting Management and vice president of Greater China, and Liu Dehuan, deputy dean of the School of Journalism and Communication of Peking University, to hear how they view the rejuvenation of DPCA from the perspective of industry, enterprise, brand and consumer.
Shi Jianhua: Products can create eye-catching results by working together with the whole enterprise
Shi Jianhua, Deputy Secretary-General of China Association of Automobile Manufacturers
For the performance of DPCA in the first 11 months, it is worth encouraging, and according to the established pace of DPCA, it is not a problem to exceed 100,000 vehicles this year. Of course, the results of these 100,000 vehicles may not be worth mentioning for other brands, but we should read the changes in DPCA through the sales data of DPCA. The changes in DPCA tell us that the competitiveness of the system is greater than its own sales figures.
It is worth noting that in the first 11 months of this year, among the non-independent brand car series, only the market share of French and American cars showed an upward trend. This is naturally inseparable from the adjustment of DPCA itself in terms of products, personnel, marketing and other aspects, which shows that even in the environment of low-speed growth, as long as the product meets the needs of consumers, the company dealers can still create eye-catching results, of which Versailles C5 X is handed over a standard answer sheet. It is hoped that DPCA will continue to maintain this revival momentum.
Xu Changming: The pulse of double circulation development makes the revival of shenlong more stable
Xu Changming, deputy director of the State Information Center
China's auto market is a super-large-scale, highly open market, high-quality and good-priced products still have a lot of incremental space, with the passenger car market fully market-oriented drive, good products must be the representative of future increments. Versailles C5 X as a heavy fist product of Shenlong, I witnessed the product manufacturing and off-the-line. As the birthplace of Versailles C5 X, the Chengdu plant of DPCA is known as the "global new generation benchmark factory" of Stellantis Group, which also shows that the quality of China's automobile manufacturing industry is recognized.
At the same time, the development of globalization has also brought new opportunities, which will also create greater opportunities for automotive intelligent manufacturing, and intelligent manufacturing not only improves efficiency, but also improves manufacturing standards, and provides a good industrial foundation for export to the world. With the further deepening of the economic dual cycle pattern, Versailles Versailles C5 X will also be sold globally, it can be said that the revival of DPCA is on the double cycle development pattern.
Xu Xiangyang: Technical support + market-oriented demand allows Shenlong to meet consumer needs
Xu Xiangyang, deputy director of the Department of Automotive Engineering, Beijing University of Aeronautics and Astronautics
As one of the brand representatives of French cars, DPCA has always had a deep technical background. Among them, the Citroen brand is a technological innovation enterprise, and Citroën's exquisite chassis has become the most typical and successful technological innovation. In 1934 Citroën introduced the Traction Avant, the world's first front-wheel-drive vehicle that completely subverted the car structure of the time.
Focusing on the Versailles C5 X, the car is based on the third-generation EMMP2 platform, using a PHC adaptive hydraulic suspension system, and adding a buffer to the traditional force reducer, thereby changing the damping characteristics of the suspension system and bringing a more comfortable driving experience.
The reason why the DPCA automobile can appear revival is inseparable from the attraction of the Versailles C5 X, the "1". Through this nearly one year, we have also seen the change of DPCA, which has become closer to consumers and users from the former Polytechnic Man. Through the changes of DPCA, we can see that only the company's resource endowments and technology priorities can be guaranteed, and we will be able to develop models that meet the needs of the market, and then plan for the future.
Zheng Yun: Deep ploughing localization is the biggest factor in the success of Shenlong's revival
Zheng Yun, Global Senior Partner and Vice President of Greater China at Roland Berger Berger Consulting
DPCA has a history of nearly 30 years in the Chinese market, with a loyal user base of more than 6 million. The reason why this time is called the revival of DPCA automobile is because DPCA automobile has had brilliant. I think that from the glory to the present revival, the situation that has emerged in the intervening years is both a problem and a cause.
In the mainstream joint venture car companies, the feeling of French cars to Chinese consumers is very unique, you can say that this is the personality of French cars, or it can be said that the French car is lonely and self-congratulatory. After several years of development, we have seen that French cars have become more localized. Taking versailles C5 X as a typical example, it is reported that the car combines the French design style and the Needs of the Chinese market, caters to the new aesthetic of the Chinese market, and is very suitable for the domestic consumers to pursue personality but at the same time very humble character. I think the biggest factor in the revival of Shenlong lies in the in-depth practice of localization needs.
Liu Dehuan: Cater to the preferences of young consumers to help the rejuvenation of Shenlong
Liu Dehuan, Vice Dean of the School of Journalism and Communication, Peking University
In the period of sensualism, people emphasized the consumer experience of diversity, channeling, and fashion, and these concepts foreshadowed huge business opportunities and market opportunities. The same is true of car consumption, where there are now sentimental consumers, realist consumers, and pragmatist consumers. In the case of DPCA, especially the Versailles C5 X, it can reflect the above multi-consumerist synthesis.
I put forward a point of view, consumption is a by-product of social, French culture in life has a great impact on some consumers, I saw that the Versailles C5 X released data, of which the young consumer group under 35 years old accounted for 80% of the whole, which fully shows that Versailles C5 X grasped the young consumer trend, but also grasped the future circle. The reasons for the revival of DPCA are of course diverse, of which I think the most fundamental reason is the value behind the unique product power of DPCA, which I call the identity economy, the user identifies with the product culture, identifies with the product value, and identifies with the corresponding concept of this brand, which can infect more people to join this group, and the volume behind the consumption can be accumulated.
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