Seven years after running away, returning still a teenager?
Since March 1, when stellantis Group released its "Dare Forward 2030" strategic plan, its business in the Chinese market has attracted much attention. Dismantling DPCA, increasing its holdings in GAC FCA, Stellantis Group has recently made frequent moves and begun to practice the "asset-light" strategy. In addition, with the upcoming radical integration of the two joint ventures, the return of the Opel brand to the Chinese market may be on the agenda.
Previously, it was reported that "the Opel brand 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." The relevant person in charge of stellantis group responded: "Everyone will know about the operation strategy of Stellantis Group in the Chinese market on March 1. ”
In fact, the March 1 strategy for the Chinese market did not mention the Opel brand.
Dongfeng Group is also secretive about this news, saying that there is no such news so far. However, Lv Haitao, deputy general manager of the strategic planning department of Dongfeng Group, has implicitly replied that "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, I believe we will give the answer later." ”
In other words, it did not deny it, but called the way Opel introduced it a "new topic", and said that the answer would be given later. It is highly likely that the two sides are still in the discussion stage.
In fact, at the EV Day held by the Stellantis Group last July, the Opel brand released 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.
At the same time, Michael Lohscheller, CEO of Opel, said: "Starting from 2024, all Opel brand models will launch electrified versions, and by 2028, Opel will fully electrify the European market." We will return to China and bring 100% Opel electric vehicles. ”
It can be seen that Opel's high-profile overtures have made good expectations for returning to the Chinese market. According to Opel's electrification strategy, the return to the Chinese market again will be as an electric brand.
Just on March 2 this year, Opel Automotive announced a shift from its product line to pure electric drives, with 12 pure electric models to choose from small Opel Rocks-e to large Movano-e transport vehicles. At the same time, it announced that it will launch its own high-performance battery in 2025.
Opel is also a brand with nearly a century of car manufacturing history, once swinging between several major automakers such as GM. For Chinese consumers, the Opel brand is not unfamiliar. As early as 1993, Opel entered the Chinese market as a generic sub-brand, and successively introduced a number of products such as Insoya, the new Sefglioli, and Mureyner.
However, Opel and GM's Buick brand positioning is similar, there is a phenomenon of competition with the same product, so Opel's sales in China are very dismal, and it has not been able to become bigger and stronger. Later, GM also tried to revive Opel's performance in the Chinese market, but at this time Buick and Chevrolet were at their peak, and Opel finally withdrew from the Chinese market in January 2015.
Choosing to let Opel quit shows GM's final choice. Two years later, GM sold the consecutively losing Opel to PSA. Tang Weishi, ceo of Peugeot Citroën at the time, said that Opel will launch more electric and hybrid vehicles, and will be able to use PSA Peugeot Citroën related technologies. Tang Weishi said: "By 2023, 80% of all models will have electric versions. We don't believe Opel will be profitable by then."
Today, Opel is a sub-brand of the Stellantis Group, which has performed poorly in two joint ventures in the Chinese market. According to the "asset-light business model", from 2022, the DPCA factory will be opened to third parties, with Stellantis Group only managing the sales of the Peugeot brand and Dongfeng Group managing the sales of the Citroën brand.
DPCA is open to third parties, not excluding the paving way for Opel's return to the Chinese market, if DPCA is open to Opel, whether it is a joint venture or OEM, it is a good choice. At the same time, 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 stellantis Group will definitely seize the right to speak, and even do not rule out the use of sole proprietorship.