On October 19, Group Co., Ltd. issued an announcement on the Hong Kong Stock Exchange, announcing the strategic adjustment arrangements and support matters for the future development of DPCA Corporation.
THE RELEASE OF THIS ANNOUNCEMENT REPRESENTS THAT DONGFENG GROUP AND STELLANTIS GROUP HAVE REACHED AN AGREEMENT ON THE STRATEGIC ARRANGEMENTS FOR THE FUTURE DEVELOPMENT OF PEUGEOT-CITROEN: FIRST, TO SUPPORT THE SUSTAINABLE DEVELOPMENT OF PEUGEOT-CITROEN; the second is to support the global development of DPCA Corporation; The third is to support Peugeot-Citroen's integration into the territory of Dongfeng new energy.
Zhang Zutong, deputy general manager of the party committee and deputy general manager of the group co., LTD. and chairman of the company, said that this is an important measure implemented in combination with the strategic arrangement of Dongfeng and Stellantis, and the characteristics of DPCA itself, which is conducive to the long-term and stable development of DPCA Company. Olivi, member of the global executive committee of Stellantis Group, chief operating officer of China and vice chairman of Stellantis Group, said that he will work with Dongfeng Group to jointly support Peugeot-Citroen to continue to produce and sell Peugeot Citroen models and Beverly models in the Chinese market, and support and expand Peugeot-Citroen's global export business of finished vehicles and parts.
At present, the development of joint venture automobile brands in China has entered a "new era of joint venture", and the announcements and statements of both shareholders indicate that Peugeot-Citroen and its partners will usher in major benefits, and Peugeot-Citroen has opened a new model of transformation and development of joint venture automobile enterprises. As one of the earliest joint venture automobile enterprises in China, Peugeot-Citroen is accelerating the construction of a new development pattern with domestic circulation as the main body and domestic and international dual circulation promoting each other, making full use of and coordinating the high-quality resources of shareholders of both sides, combining the advantages of Shenfeng's own system, and taking "Shenlong manufacturing, global sales" as the strategic direction, exploring a path suitable for its own sustainable development, building a new pattern and creating a new Shenlong.
Create a personalized brand, "five hearts to protect the soulmate"
In this announcement, Dongfeng Group and Stellantis Group reiterated that Dongfeng Group and Stellantis will further deepen cooperation, continue to implement the strategic cooperation agreement signed in 2019, keep the existing model of DPCA unchanged, and support the sustainable development of DPCA as always. Stellantis and Dongfeng Group maintained their shareholding ratio, extended the joint venture period to 2037, and provided real money support in brand promotion and other businesses.
In recent years, Peugeot-Citroen has fully transformed into "customer-centric", no longer simply pursuing sales and scale, but pursuing personality, fashion, elegance and tasteful brand tonality. In February this year, Peugeot-Citroen released the user brand "Zhiyin", and in the past 8 months, through the quality of Zhiyin, service and life Zhiyin, and the integration of "people, cars, and life", it has continuously brought new scenes, new experiences and new values to customers, and has also gained many Zhiyin partners.
Peugeot-Citroen practices "long-termism" and continues to create long-term IP such as the Sino-French Cultural Spring, the official partner of the Chinese Cycling Team, and the Chinese College Students Music and Art Festival to help the social cultural and sports undertakings and create a taste of life with users. In order to further give back to the vast number of soulmates, DPCA recently launched the "French Wednesday Shenlong Zhiyin Day" theme activity, every Wednesday in authorized 4S stores across the country, to provide new and old customers with diversified themes and full of surprises for new and old customers in store experience, vehicle delivery and after-sales maintenance.
Peugeot-Citroen practices "altruism" and continues to create value for customers throughout the life cycle from car purchase, use, service, and car replacement; Actively expand the market scale and steadily improve the profitability of dealers and supplier partners; Strive to improve business performance, enhance the sense of gain and happiness of DPCA employees, and create more favorable conditions for the growth and development of employees; Actively return shareholders and create greater value.
In the future, Peugeot Citroen will continue to upgrade and iterate Peugeot and series models according to customer needs with more efficient operation and flexible mechanism, adhere to the "five-heart protection companion soulmate", achieve customer service, and firmly create a shared personality, fashion and elegant taste life with customers, so that everyone can "enter the legal system and live the legal system for life".
Committed to global development, "Shenlong manufacturing, global sales"
According to the announcement, Dongfeng Group and Stellantis Group will further deepen cooperation and jointly support Peugeot-Citroen in expanding the export business of finished vehicles and parts.
In recent years, Peugeot-Citroen has made full use of the global resources and brand effect of shareholders of both sides, and its export business has developed rapidly. In 2022, Peugeot-Citroen exported a total of 37,000 units, a year-on-year increase of 180%, a record high. In 2023, we will further expand the markets of multiple export destination countries. Especially the Versailles C5 X, Peugeot-Citroen's Chengdu factory is a global production base, a real "Made in Dong Peugeot-Citroen Global Sales".
The strength of Peugeot-Citroen to expand and strengthen the global market lies in the industry-leading quality level, cost advantage and delivery ability. Especially in terms of quality, the quality of DPCA is in the industry camp, and it is the double winner of "National Quality Award" and "Yangtze River Quality Award". The manufacturing quality of Peugeot-Citroen is at the top level of Stellantis Group, of which the manufacturing quality level of Wuhan factory ranks fifth among 52 factories of Stellantis Group and the Chengdu factory.
DPCA will continue to consolidate its manufacturing advantages, make full use of the overseas resources of shareholders of both sides, do a good job in overseas markets in ASEAN, the European Union and other regions, and continue to expand the market scale. At present, several newly planned export projects of DPCA have been fully launched and landed within the year, sustainably contributing to the export volume, and more export projects will be launched in the future. In this strategic adjustment, Peugeot-Citroen established an international business department to build an international talent team and build a global automotive company.
Actively embrace change and "integrate into Dongfeng New Energy"
Dongfeng Group said that the overall consideration of this strategic adjustment is, on the one hand, to support Peugeot-Citroen to develop new models, stimulate new vitality in operation, use the advantages of the system to help it actively integrate into Dongfeng's new energy business territory, and promote Peugeot-Citroen to press the "accelerator" of new energy transformation; On the other hand, based on the overall strategic planning and business needs of Dongfeng Group, it makes full use of the superior resources and existing production capacity of Peugeot-Citroen's global benchmark factory, gives full play to the synergy effect of the group's manufacturing resources, and accelerates the promotion of new energy "leapfrog action".
Peugeot-Citroen will continue to work with partners for win-win results, provide new development opportunities for dealers and suppliers through opportunities of synergy with shareholders, and promote the integration of existing high-quality dealers and suppliers into Dongfeng's independent new energy sales channels and supply chain system. In the future, DPCA will play a more important role in Dongfeng's independent new energy business, and will also empower each other with more partners to expand and strengthen the common cause.
At present, the automotive industry is in an era of involvement, a period of change, all practitioners are facing unprecedented pressure, but also contains many opportunities for transformation and development. Cultivating opportunities in the crisis and opening up a new situation in the changing situation, the 31-year ups and downs of DPCA have made DPCA more respectful of the market, more in accordance with the essence, more understanding of customers, more daring to innovate, to explore a path in line with joint venture car enterprises and its own sustainable development. In the future, DPCA will return to the essence of manufacturing, carefully create conscientious products that truly meet customer needs, and provide services that move customers.
In 2024, the 60th anniversary of the establishment of diplomatic relations between China and France, and also the year of Paris, Peugeot-Citroen will plan and implement a series of brand marketing activities to expand market voice and enhance brand image. As a large joint venture between China and France, DPCA will shoulder greater mission and responsibility, integrate into the dual circulation, build a new pattern, create a new Shenlong, and make its own new contributions to the economic and social development of China and France!