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东风雷诺销量暴跌八成 魏文清火线上任冲击40万辆目标

2019-07-25 点击:1056

Times Finance APP reporter Xu Mengya

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Dong Wen Renuo Director, Executive Vice President Wei Wenqing Network If there is any infringement, please contact delete

Dongfeng Renault opened the second half of 2019 with a personnel appointment message. Behind the re-adjustment of the top management is the market situation that Dongfeng Renault urgently needs to reverse.

Dongfeng Renault’s Chinese leader, Wei Wenqing, succeeded Weng Yunzhong

On July 7, Dongfeng Renault official information showed that the Dongfeng Renault Automobile Co. Ltd. board of directors confirmed that Dongwen Renault Automobile Co. Ltd. (hereinafter referred to as “Dongfeng Group”) confirmed that Wei Wenqing had served as Dongfeng Renault Automobile Co. Ltd. since July 7. Hereinafter referred to as "Dongfeng Renault") director and executive vice president. The former Dongfeng Renault executive vice president Weng Yunzhong went to the unknown.

In 1995, Wei Wenqing entered Shenlong Automobile and served as the head of several departments. In 2014, Dongfeng Citroen and Dongfeng Peugeot of Shenlong Automobile climbed to the peak of sales. In the same year, Wei Wenqing entered Dongfeng Group and served as deputy director and deputy chief engineer of the strategic planning department. General Manager of the Management Department. It can be seen that most of his career has been related to legal cars.

At the moment when the Sino-French joint venture brand Dongfeng Renault entered the valley, Wei Wenqing was recommended to rush to the front line again, which not only reflected the affirmation of Wei Wenqing's ability by the leadership team of Dongfeng Group, but also the importance attached to Dongfeng Renault, and also reflected the current existence of Dongfeng Renault. Problems and difficulties.

After Wei Wenqing's new position, what direction will he take to shake the Dongfeng Renault market? Time Finance called Wei Wenqing on the issue, and responded that he had just taken office and responded after he was familiar with the situation.

xx事实上,这是三个月后东风雷诺的又一次高层次变革。今年4月1日,东风雷诺宣布,根据雷诺集团的提议,东风雷诺董事会任命葛树文为东风雷诺总裁。与在奥迪系统下长期服役的葛书文相比,魏文清被认为是“老东风人”。特别是在经历了法国汽车在中国的高峰和低销售之后,魏文清对东风子品牌市场形势的了解将更加深刻。

东风的一些内部人士向时代财经透露,“今年的东风品牌,从顶级到普通员工,已经转移到了一线工作。例如,在神龙公司工作的员工已经转移到东风雪铁龙。“魏文清从幕后到舞台,符合当前的东风系统就业战略。

那么,魏文清能否凭借积累的行业经验和实际行动引领东风雷诺的整体进步?

销售额下降了80%,市场体系处于无限循环中。

在中国汽车市场的低迷时期,日本汽车市场表现强劲,而不是合法的汽车在市场上稳定并且销量一直在下降。作为法国车的一员,东风雷诺是最难的。与神龙汽车的日子相比,魏文清的新表现对他的职业生涯构成了挑战。

关于合法汽车的衰落,全国乘用车协会秘书长崔东树在接受采访时表示,“中国汽车市场整体进入低迷状态,这取决于整体市场环境。”

根据中国汽车协会公布的统计数据,5月份法国汽车销量最差,仅售出9800辆,占乘用车总销量的0.63%,创下十年来的历史新低,以及所有外国品牌。最低入住率。其中,东风雷诺5月销量1008辆,同比下降80%; 7月至5月的累计销量为7,398辆,同比下降77.2%,成为法律模式品牌下滑最严重的一次。

自2013年成立以来,东风雷诺仅售出两款Correga和Koleos,分别针对东风日产和旗云。由于市场影响力较弱,东风雷诺在市场上没有竞争力。在销售价格方面,Correga和黑客的起价为13.98万元,但前者的价格高于后者。 Koleo的价格范围低于Qijun,但差距不到10000元。显然不值得一提。此外,时代财务分别致电东风雷诺4S店和东风日产4S店。前两款车型的折扣约为20,000。后者型号的折扣约为2万至3万元,而且降价优于东风。雷诺的产品。

“汽车卖得不好,导致很多方面无法跟上,所以它变成了无限循环。”业内有人告诉时代财经,东风雷诺品牌的影响力还没有扩大,所以销售量小,所以服务网点小,导致售后维修保养服务跟不上;市场持有量如此之低,以至于二手保护率受到影响。

市场竞争日趋激烈,产业升级导致优胜劣汰。东风雷诺的销量下滑与其产品实力和营销力量无关。中国汽车经销商协会副秘书长罗磊认为,“在微观层面上,合法汽车在产品竞争力方面已失去竞争力。无论是设计,配置,智能网络连接等,合法汽车都被竞争车辆所取代。产品滞后,营销流通水平没有新的亮点,也没有得到消费者的认可。这是一个值得重新思考的问题。此外,在服务层面,合法车仍有很大的改进空间。这也是合法汽车发展的原因之一。“

从幕后到舞台前,“2020愿景”成为魏文清的重要战役

尽管雷诺在中国市场表现不佳,但其在全球市场的表现却非常出色。 2018年,雷诺的全球销量同比增长3.2%至390万辆。随着世界知名汽车制造商雷诺的认可,魏文清能否总结东风雷诺过去的失败并利用这一优势扭转局面?

东风雷诺人事任命的消息是东风雷诺的未来发展方向。东风雷诺表示,随着雷诺以诺和Kolepin两款新产品的上市,东风雷诺将迈向“2022愿景”迈出坚实的一步。在文章的最后,他还说“魏文清杰出的行业经验和领导力将帮助东风雷诺稳步实现他们的职业愿景。”

据了解,“2022愿景”具体体现在2022年,东风雷诺实现年销量40万辆,并以SUV为中心,累计引进国内9款车型,其中包括3款电动车型。此外,经销商的数量将增加到400个。这显然不是东风雷诺的一个轻松目标,东风雷诺在2019年的前五个月累计销售额的80%左右。

Eno是东风雷诺在国内市场推出的首款纯电动汽车。其竞争对手是比亚迪元和欧拉R1。众所周知,由于欧洲电动车市场的竞争压力很小,雷诺的电动车型在欧洲销售情况良好。持续的品牌色调,Eno即将上市不会放下联合体细分市场。那么,面对中国激烈的市场竞争,能够将伊诺卖掉吗?一些业内人士表示,要说Eno能否开启东风雷诺的销售并不容易,但东风雷诺推出电动车还是减轻了双重整合的压力。

另一款即将上市的Colein是一款小型SUV,它与标准的东风日产相媲美。以低价获胜的获奖者在1月至5月至2019年期间共累积了18,300个单位。他们在小型SUV市场上享有一定的声誉。 Kleinbin如何脱颖而出?

Earlier, a front-line employee of Shenlong Automobile told Time Finance: "In order to alleviate the negative impact of employees who are not doing things or inefficient, the company will transfer the people in the office to work in the first line. If they can't stand the intensity of work, Leave the job on his own." Dongfeng Reno Mo, which is as precarious as the Shenlong car, is not the case, but Wei Wenqing apparently came as the "firefighting captain".

From the back of the scene to the front of the stage, facing the road of product planning that Dongfeng Renault needs to sort out, it is too early for Wei Wenqing, who is praised by the industry to be "pragmatic", to let Dongfeng Renault stand firm and say that it is still too early, 2022 will be The best inspection time.

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