Recently, it has been reported that Southeast Automobile and Chery Chery will jointly establish Southeast Jietu Automobile, which also marks that Southeast Automobile's factory will be merged by Chery.
According to the news that came out, the cooperation between Southeast and Chery Automobile will be divided into three stages, the first stage, the model of Jietu will be sold in the southeast, the local special fund support will be provided, and the southeast automobile will also be sold in the channel of Jietu. In the second phase, the two sides will put into production three modified models, and Southeast Automobile will help Chery OEM. The third phase is the joint development of three models. In 2023, after the sales volume of Southeast Automobile is not less than 75,000 units, the 80% equity of Southeast Automobile will be transferred to Chery free of charge in the first quarter of 2024.
To put it bluntly, Chery out of the technology out of the model, southeast production, hanging the logo of southeast automobile, but why should southeast automobile give 80% of the shares to people? Because southeast cars have no way out.
In 2021, Southeast Automobile's annual sales will be only 7265 units. According to the withdrawal mechanism of the automotive industry issued by the Ministry of Industry and Information Technology, the license plate of Southeast Automobile may be withdrawn at any time, in addition, Southeast Automobile has solved the employment problem of thousands of local people, so Fujian locally does not want Southeast Automobile to fall.
Speaking of Southeast Automobile, the car company that was born for 27 years has also experienced a short highlight moment, but if you use a sentence to describe Southeast Automobile, it is a bucket that cannot be supported.
As the first cross-strait joint venture car company, Southeast Automobile at that time a lot of technology came from Mitsubishi, the first car was the van Delica, and then, Southeast Automobile introduced Mitsubishi technology to bring Golan, Lanser, Wing God and other models, with Mitsubishi's mature technology and relatively excellent stability of the three major parts, these models have achieved good market sales, in 2013, Southeast Automobile's annual sales reached nearly 120,000 units, in 2017 exceeded 150,000 vehicles.
But this is also the highest moment of Southeast Automobile, and then the sales of Southeast Automobile began to fall off a cliff. In 2018, the total sales of Southeast Automobile was 89,279 vehicles, down 41.09% year-on-year, and in 2019, it fell to only 30,502 vehicles, and the annual sales of Southeast Automobile in 2021 were less than 10,000 vehicles.
The decline of Southeast Motors, from the perspective of external reasons is mitsubishi's withdrawal of shares, in 2021, Mitsubishi Motors fully withdrew from Southeast Motors, lack of mitsubishi motors' technical endorsement, Southeast Motors is difficult to move. But in the end, it comes down to the internal reasons of The Three Southeast Cars.
Mitsubishi withdrew from Southeast Motors, and GAC Mitsubishi cooperation, mainly because of southeast production management capabilities are poor, so that Mitsubishi Motors is more disappointed, after the production of Southeast Motors Mitsubishi models, quality problems frequently appear, in terms of marketing and publicity, also did not do well, resulting in Mitsubishi Motors to southeast motors lose confidence. In addition, Mitsubishi Motors' proportion in Southeast Motors has always been only 25%, which has also made Mitsubishi Motors, which provides most of the automotive technology, always feel unhappy, on the contrary, in GAC Mitsubishi, the 50-to-50 shareholding structure makes Mitsubishi's profits higher, and GAC's advantages in manufacturing, brand marketing, market sales, etc., are also difficult to compare with Southeast Motors.
On the other hand, Southeast Automobile itself is also a typical example of not thinking of making progress, so far, still using Mitsubishi's engine, from its establishment in 1995 to the present, has been overly dependent on Mitsubishi technology, and does not have its own core technology, as the saying goes, the mountain depends on the flow of water. Southeast Automobile has been immersed in the gentle countryside of foreign technology, resulting in the withdrawal of Mitsubishi, Southeast Automobile almost does not have any technology and models to hand.
If in the field of fuel vehicles, the research and development technology of engines and gearboxes is more difficult, and Southeast Automobile is not able to do it, in the field of new energy, Southeast Automobile is also slow in pace and has achieved no achievements. In terms of new energy vehicles, there is only one Southeast DX3 EV, whose official guidance price is 171,500-191,500, and the endurance is 351KM. Compared with other models, whether it is cost-effective, endurance, intelligence, configuration, size is no advantage.
Southeast Automobile vividly interpreted, what is called a good hand to play sparsely, originally had the technical blessing of Mitsubishi Motors, coupled with local policy support, southeast automobile that started earlier is hopeful, growing into an influential domestic independent car brand, but helpless, southeast automobile back against the big tree of Mitsubishi Motors, developed the habit of clothes to reach out to open their mouths, excessive dependence on southeast serious lack of technical reserves and independent research and development capabilities.
On the other hand, Chery Automobile, which annexed Southeast Automobile, was established in 1997, two years later than Southeast Automobile, but it has established a route of independent research and development long ago, and now the 27-year-old Southeast Automobile, compared with the 25-year-old Chery Automobile, can be described as a day and a place, and now Southeast Automobile has fallen to the merger of Chery Automobile, which was founded later by itself, which is really regrettable.