Chapter 344 Waterloo overseas?
The development of BMW motors is going smoothly, and BMW is certainly not bad at all either.
Thanks to the design positioning and low price that can attract people and goods, BMW Light is now the monthly sales champion in China.
Neither Jiang Hui nor Chen Chenxing were satisfied with this situation.
Selling BMW Light overseas is a goal that everyone at BMW Motor Company wants to achieve.
"Director, judging from the current situation, the performance of our BMW Light in Siam, Luzon and other places is not particularly ideal."
"Especially in the Siam market, where we have high hopes, our Compared with some models from Toyota, Honda and Suzuki, the competitiveness of BMW Light is relatively limited.”
"Unless we sell cars at a loss and have a huge advantage in price, it is estimated that it will be difficult to increase the sales volume of BMW Light in the short term."
Fang Huihui reported to Jiang Hui a little depressed Let’s take a look at BMW Technology’s recent efforts in the BMW Light export business.
The BMW S previously launched by Chaoyang Motorcycle Manufacturing Factory has achieved good sales after being exported to Southeast Asia.
Whether it is Hong Kong City, Siam, Luzon or other places, the situation has been opened up.
This time, she felt that there should be some results when the horizontal expansion was carried out on the BMW Light.
But after trying it for real, I found that it is really not that easy to sell a car abroad.
Except for Hong Kong City, which sold more than 100 vehicles last month, which is just so-so, the other Southeast Asian markets combined did not sell 100 vehicles.
This result is a bit ugly.
At least Fang Huihui thought it was unqualified.
After all, the economic development in Siam and other places at this time was still good, and there were a lot of exchanges with the port city.
However, BMW Light has not opened up the market in these places, which is disappointing.
“Has our sales team investigated why the BMW Light sells well in Hong Kong City, but is completely unpopular in Southeast Asia?”
“ Is it just because the price is not cheaper than Toyota, Suzuki and other models? ”
Jiang Hui didn't lose his temper after hearing this.
When you find a problem, find a way to solve it. Losing your temper will not solve the problem.
“Many small merchants and hawkers in the port city use the BMW Light to attract goods or people, especially in some societies. The fully enclosed BMW Light still has many application scenarios, such as The small truck must be easy to use.”
“In addition, our prices in the port city are not high, and the transportation is very convenient. It was more convenient in the past, so the sales were passable.”
“But after the BMW Light entered the market in countries such as Siam, there were additional costs such as transportation fees and tariffs, plus cooperation with local dealers. People also have to make money, so there is no advantage in the final sales price.”
"At the same time, car companies such as Toyota and Suzuki also have plans in Siam. If they want to haul goods, they can buy small trucks with larger loading capacity."
"And if they want to haul people, For short distances, three-wheeled motorcycles or cars are used for half of the journeys, and for long distances People just take planes or railways.”
“It seems that cars like the BMW Light are rarely used locally to transport people.”
Fang Huihui came here today to report on the situation of BMW cars overseas. The Waterloo performance was naturally a result of some preparation.
Otherwise, if she couldn't answer any of Jiang Hui's questions, it would be a blow to her personal prestige. Jiang Hui would definitely not trust her so much in the future.
"Director, we have also investigated the market conditions in the Middle East, Africa, and South America."
"Although BMW Light has not yet entered these places, based on the information we have investigated, it may BMW's light will not perform particularly well after entering there."
"Special. Especially in places with relatively poor infrastructure, the cars sold are generally pickup trucks or off-road vehicles. Ordinary cars are rarely sold. Commercial vehicles like our BMW Light, whose passing performance is not as good as cars, basically There is no market at all.”
Chen Chenxing also added his own point of view.
The design of BMW Light is too special. It is mainly prepared to meet China's own market needs and does not fully meet external needs.
"In fact, the road conditions in most places in our country are not ideal, especially after leaving cities and counties. Basically, there are no cement roads in various towns and villages."
"BMW Light in those places The driving experience is also very bad.”
Jiang Hui expressed his doubts.
It is undeniable that the passing performance of BMW Light on bad roads is not very good, but it sells well in China.
“That’s true, but there are so many cities and counties in China. As long as our BMW Light is sold in these cities and counties, we can achieve monthly sales of over 10,000 yuan.”
< br>
"Sometimes when these cars need to go to towns, people will walk carefully. Although the feeling is very bad, compared with other models on the market, it is not much worse."
"Coupled with the price of BMW Light, these problems are no longer a problem."
Chen Chenxing has been deeper into the market in the past two years, and Jiang Hui is much clearer about the actual domestic market situation.
Some of the shortcomings of BMW Light are completely overshadowed by its advantages in the Chinese market.
But in foreign markets, the shortcomings are magnified.
In this way, it seems to make sense that there is a big difference between the performance of BMW Light in the domestic and foreign markets.
“What you say makes sense, but if BMW wants to develop and grow, it must go global.”
“As the only foreign-owned automobile brand in China, we must maintain With the brand power of BMW, it is also necessary to sell BMW products all over the world.”
"BMW Light is not selling very well in the world market. So, do you think the next sedan products to be launched are worth looking forward to in foreign markets?"
Although Jiang Hui has He has a vision beyond the times, but he will not hide his unclear understanding of the specific issues of this era.
There is no shame in asking others for advice.
“Sedans are now the most mainstream products of major car companies in the world. Whether it is General Motors, Ford, Toyota or Volkswagen, the most popular models now are sedans.”
"I'm afraid it will be very difficult for our cars to be sold to markets such as the United States, Europe and Japan where car sales are relatively large."
"As for the Southeast Asian market, the situation is actually not very ideal. The products of several major Japanese car companies have basically eaten up these markets."
"And if we want to further develop Africa, the Middle East and South For markets in America and other places, I feel that sedans are not particularly suitable for these places. On the contrary, pickup trucks and off-road vehicles are more suitable.”
"So in the early stage, we may still mainly focus on the performance of the domestic market."
"Currently, the cars produced by several domestic manufacturers are either not competitive enough, or the production volume is not enough. By then, our car products will still have great potential."
Chen Chenxing is still very confident in BMW’s second product.
The currently most popular sedans in China are the BJ310 produced by Capital Automobile Manufacturing Plant and the Hushang brand sedan produced by Shanghai Automobile. Furthermore, Santana, which only assembles more than 200 units per month, cannot meet the market demand at all.
Although some other automobile manufacturers also produce some sedans, or are preparing to cooperate with international automobile giants to produce sedans, they have not performed particularly well yet.
As for the newly established joint venture company Yangcheng Peugeot, it has not yet obtained the qualification to produce cars and is struggling to assemble its first pickup truck product.
“Since the prospects of sedans are relatively good, everyone should also start to consider the sales of sedans.”
“The prototype has already rolled off the production line and will officially enter the market in the first half of next year. In the mass production state, there is not much preparation time left for everyone.”
Jiang Hui is not particularly satisfied with the current situation, but he has to eat one bite at a time, so there is no point in worrying.
It's just that when BMW originally promoted the export of BMW Light, there was a lot of noise, and many media reported on it.
After all, it is the first domestic car company to actively enter the global market, and it is also the first foreign-funded car company in China. It is normal for everyone to pay more attention to it.
Now that the performance of BMW Light in foreign markets has been reported back, the relevant information is naturally known to the superior departments and friends.
The Capital Automobile Factory, which is also developing products similar to the BMW LIGHT, is the manufacturer that pays the most attention to the sales of BMW LIGHT at home and abroad.
"Chang Chen, I have heard that since BMW started its export business, it has not sold a total of 1,000 vehicles."
“Even if I look at some data from the customs, many of them have just been exported overseas through customs, but have not been sold yet.”
“Especially in the Southeast Asian market, I heard that the BMW Light is not sold at all. It can’t be sold, the local dealer is no longer willing I even asked for a return of the car. "
"If this is really the case, it is estimated that BMW will not only make no money in the export business, but also lose money. "
Lu Jianqiang has been worried about the launch of commercial vehicle products during this period.
Since it is developed according to the BMW Light, the cost must be fully reduced, otherwise it will lose money.
But when the engine uses a 2.5L gasoline engine, how can it be so easy to achieve the same cost as the BMW Light?
So the mass production of their products has been postponed several times, and now it will be postponed to the second half of next year.
To say that Lu Jianqiang is not stressed at all would be false.
After all, everyone at the Capital Automobile Manufacturing Factory hoped to have a product in the factory that could earn foreign exchange.
Especially the joint venture with AMC to establish Shouqi Jeep, which consumed a lot of foreign exchange.
Chen Qi, the factory director, hopes to make up for the tight foreign exchange quota through export earnings at the Capital Automobile Manufacturing Factory.
BJ212 and BJ310 have been tried, but they have no advantages compared with similar international products. Obviously, there is no way to complete the task of earning foreign exchange through export.
Then the next commercial vehicle is their new hope.
"Has the export business of BMW Light really encountered Waterloo?"
Chen Qi confirmed it with a complicated mood.
BMW's market performance is so good that the Capital Automobile Factory will soon be unable to maintain its number one sales position in the country.
This naturally made Chen Qi very dissatisfied.
But if BMW's Light fails to be exported, there will be even less hope for their own commercial vehicles to be successfully exported in the future.
So he hopes that BMW Light can be exported successfully, but he doesn’t want the other party to be too successful.
Only he himself knows that kind of contradictory mentality best.
"Yes, I think the performance of BMW Light in foreign markets in the future cannot be better than it is now."
"I guess their factory has also realized this, but I don't know that they will have What kind of response plan?"
"I will find someone to continue to track the progress of this matter."
Lv Qiang saw Chen Qi's reaction and felt that his pressure should be okay. Smaller.
……
Qin Hao and Zheng Haiming, who are also very concerned about the export situation of BMW Light, are also discussing this matter at this time.
"Qin Bureau, although the development of BMW is very fast, its performance in earning foreign exchange from exports is not satisfactory, and it is not as good as Chaoyang Motorcycle Manufacturing Factory."
Zheng Haiming He sighed in disappointment.
He had high expectations for BMW's performance in the export market.
He knew that although there were so many automobile manufacturers in the country, it was completely unreliable to expect other manufacturers to export their products.
In recent years, the trucks of FAW and Second Automobile Works have had some success in exporting, but now they are completely unable to sell them.
“After all, BMW’s products are still too few. BMW Light performs very well in China, but it is not adaptable to the international market. It is probably because their team has not yet entered the state.”
“Maybe BMW will bring us additional surprises in the future.”
“Export earnings of cars The capability is much higher than that of ordinary products. As long as one BMW model is sold abroad in the future, the effect of earning foreign exchange will be very significant.”
“By then, it will be Santana or Audi 100. That’s fine, it’s not a problem for Shanghai Automobile Manufacturing Plant and FAW to have more foreign exchange quota for CKD parts.”
Qin Hao could only say some comforting words at this time.
What else should I do?
Besides, he is indeed looking forward to the future performance of BMW cars.
Just because a product is unsuccessful in foreign markets does not mean that it will never be successful in the future.
Jiang Hui has been able to develop successful products for General Motors. It seems normal that he will develop products for BMW suitable for the international automobile market in the future.
"I hope BMW Motors can develop like you."
Zheng Haiming has nothing to do. After all, the two of them are not so familiar with BMW cars.
But when I thought of this, Zheng Haiming immediately added another sentence, "You can arrange it. I recently went to BMW Motor to check it out to see how some new products that Jiang Hui mentioned before. "
" I heard that he was developing several engines at the same time, and many models will be launched in the future! "
(this chapter is finished)