Per reporter: Sun Tongtong Per editor: Sun Lei
Recently, Stellantis Group has adjusted its actions in China. It is reported that the Opel brand of Stellantis Group is negotiating cooperation with Dongfeng Group, and will return to the Chinese market as a domestic producer in the future, and its models will be produced in line with DPCA, and will build vehicles based on the same platform.
In this regard, the relevant person in charge of Stellantis Group responded to the "Daily Economic News" reporter: "About the operation strategy of Stellantis Group in the Chinese market, everyone will know on March 1. Dongfeng Group responded to reporters: "So far there is no news." ”
It has been rumored to return to the Chinese market many times
As early as the end of 2019, there were rumors that DPCA would introduce the Opel brand. At that time, Dongfeng Group responded that according to the new strategic alliance agreement, the development right of the Opel brand in China has been handed over to DPCA, but there is no final answer to when and how to import.
"The Opel brand has entered the Chinese market in the form of imported cars, leaving an impression on consumers. On this basis, if Opel reintroduces China, it must take into account that in the current market environment, it must aim at a successful introduction, which also puts forward a common new topic for us, and I believe that we will give the answer later. Lu Haitao, deputy general manager of the strategic planning department of Dongfeng Group, once told reporters, "This right (the right to cooperate) has been granted to us, and now it is only a question of when to use it." ”
Image source: Visual China
At present, China has become the world's largest new energy vehicle market, with great growth potential. After experiencing the early wait-and-see stage, multinational car companies have begun to go all out to transform to electrification, accelerating the launch of electrification platforms and new electrified models. For example, Volkswagen's MEB platform and ID pure electric series models are now on the market, and Honda and Toyota have also launched pure electric products.
In contrast, the stellantis group's brands are indeed lagging behind in terms of electrification, and the Opel brand may be a useful attempt to move towards electrification.
Last July, at the EV Day held by the Stellantis Group, the Opel brand unveiled the official image of the new Manta-e concept car. As one of the classic models of the Opel brand, Manta will also fully open the electrification transformation of the Opel brand.
"Starting from 2024, all Opel brand models will be electrified, and by 2028, Opel will be fully electrified in the European market. We will return to China and bring 100% Opel electric vehicles. Opel CEO Michael Lohscheller said.
Industry analysts believe that the Stellantis Group can take full advantage of the German car brand's good reputation and compete with more and more new brands in the world's largest electric vehicle market, without having to bear the burden of a poor brand reputation.
Do not rule out the use of sole proprietorship?
The Opel brand dates back to 1862, when the company was founded in Rüsselsheim, near Frankfurt, Germany, as a sewing machine manufacturer and has since become a bicycle manufacturer. In 1929, the Opel brand sold 80% of the shares to General Motors, and in 1931, it sold the remaining 20% of the shares to General Motors, and has since become a sub-brand of GM, with the main sales markets in European countries.
For Chinese consumers, the Opel brand is not unfamiliar. As early as 1993, the Opel brand entered the Chinese market, successively introducing a number of products such as Insoya, the new Severika, Mureyna, and the new Astra GTC. However, due to competition with GM's Buick brand, Opel has not been able to grow in China, and finally withdrew from the Chinese market in January 2015.
Although Opel has been in the Chinese market for 22 years, until the time of withdrawal, its national ownership was only 40,000. In 2017, GM sold it to PSA Group for €2.2 billion and turned Opel's business around in 2018.
With the merger of PSA and FCA to form the Stellantis Group, Opel was also included in the new group. Although the development of The Stellantis Group's brands in China has not been smooth in recent years, the group's top management has constantly revealed to the outside world that they are unwilling to give up the Chinese market. They believe that the Chinese market is not only a must for the development of Stellantis' globalization, but also an important arena for Stellantis in electrification and intelligence.
Tang Weishi, head of stellantis group, said he would not rule out any possibility in the Chinese market, including finding new local partners. According to the policy, from January 1 this year, the mainland will abolish the restriction on foreign ownership in passenger car manufacturing, and the restriction that the same foreign company can establish two or less joint ventures in China to produce similar vehicle products.
In this context, the Opel brand will return to the Chinese market as an electrified identity, and Tang Weishi's "do not rule out any possibility" has also triggered speculation from the outside world that Opel may be able to re-enter the Chinese market in the form of sole proprietorship. For all kinds of speculation from the outside world, the relevant person in charge of Stellantis Group has repeatedly said that more information will be revealed in the new China strategy released on March 1.
Daily economic news