Since the 16th CPC National Congress, China's auto industry has ushered in an unprecedented period of development, not only created a number of independent brands, but also makes traditional large-scale automobile manufacturing enterprises bigger and stronger. Dongfeng Motor Co., Ltd., which was founded in 1969, has taken advantage of the spurt growth of domestic automobile consumption and actively integrated into the development of the global automotive industry. It has developed a unique development path.

As an old state-owned enterprise with more than 40 years of experience in vehicle manufacturing, Dongfeng Motor Company has taken a global perspective and actively integrated into the development of the global automotive industry. It has taken innovation as a driving force and vigorously promoted the strategy of “grand autonomy, large-scale cooperation, and large-scale development” and was full of vitality.

In 2002, the production and sales of Dongfeng Automobile were 418,500 and 415,700, respectively, ranking third in the domestic industry. In 2011, the production and sales of Dongfeng Automobile reached as high as 3,060,800 and 3.0587 million, ranking the second in the industry and ranking among 500 in the world. Strong 145th place.

Strategic restructuring to open a new bureau <br> <br> competition and cooperation, integration development, Dongfeng Motor full use of international and domestic resources, continue to optimize the allocation of rapidly gain market development opportunities Recently, a reorganization of Dongfeng Motor For Fujian Motor Industry Group messages are not Walk away. According to the latest news, the signing of the reorganization agreement will take place in October. The reorganization is mainly aimed at South East Motors, which is based on passenger vehicles. Prior to this, Zhu Fushou, general manager of Dongfeng Motor Co., once said: "Dongfeng Motor has always been open to reorganization, and it has also remained cautious and steady."

There are many reasons for this acquisition, and we hope to further expand our own brand camp through reorganization. This is an important goal of Dongfeng Motor. In fact, in the past 10 years, Dongfeng Motor has quickly won the market development opportunity through a series of strategic reorganization.

A car is an industry known for its technology, brand, and scale. When Dongfeng Motor was standing on the starting line of the new century and looking at the history and status quo of China's auto industry, it had to face such a reality: the industrial concentration is not high, the technical strength is not strong, the brand awareness is not high, compared with the automobile power There is a big gap between China's auto industry.

How to do? Dongfeng Motors has established a strategy of “competitive cooperation and integration into development”. It seeks to stabilize the bases of Hubei Shiyan and Xiangyang by seeking to establish a strategic alliance with internationally ranked multinational corporations and to use its capital, technology, and management to activate existing assets. At the same time, it has fully expanded the passenger vehicle business. At the same time, under the premise of meeting the company's development strategy, we will take the opportunity to prudently merge and reorganize domestic high-quality and complementary resources and make it bigger and stronger.

Under the guidance of such thinking, Dongfeng Motor implemented a series of strategic reorganization and business layout.

In 2002, Dongfeng Nissan made a comprehensive strategic reorganization, introduced advanced production methods and management concepts in all directions, greatly improved the company's management level and competitiveness, and reorganized Jiangsu Yueda Kia Motors Co., Ltd. in the same year; it signed an expansion cooperation agreement with France PSA Group. The cooperation level of the company's affiliated Shenlong Motor Co., Ltd. will be upgraded to Citroen's parent company, PSA Group.

In 2003, Dongfeng Motor reorganized Wuhan Wantong and established a joint venture with Dongfeng Honda Automobile Company. It also reorganized related assets with Chongqing Panan Company and entered the mini vehicle market.

In 2004, Dongfeng reorganized Zhengzhou Nissan to play a good role in promoting and safeguarding the follow-up development of Zhengzhou Nissan.

In 2005, Dongfeng took the overall overseas listing of the main business as an opportunity. The Group successfully implemented the diversified transformation of equity, and established a set of corporate governance systems in line with international practices in accordance with relevant laws, regulations and regulatory requirements.

In June 2010, Dongfeng introduced private capital and strategically reorganized Dongfeng Yunnan Automobile Company. In October, Dongfeng Hangzhou Auto and Hangzhou Nazhijie were integrated to achieve joint venture with Taiwan Yulon; in November, the joint-stock company and Shandong Kaima were restructured. This will add new power to the development of the company's light truck business.

From Shiyan to Wuhan, with the relocation of Dongfeng Headquarters, Dongfeng Motor has transformed itself from a traditional state-owned enterprise located in a mountainous area into an international large-scale automobile group based in Hubei, radiating the whole country, and viewing the world. At the same time, on the basis of the Shiyan and Fuyang old bases, Dongfeng Motor has also played chess in various regions such as Wuhan, Guangzhou, Zhengzhou, Yancheng, and Hangzhou, and established multiple strategic productions represented by “four big and four small”. The base has formed the business layout of “4 (Wuhan, Shiyan, Liyang, Guangzhou) 2 (Zhengzhou, Yancheng) 4 (Liuzhou, Hangzhou, Chongqing, Changzhou)” and has subsidiaries in more than 20 cities in China.

By the end of 2011, the total capacity of Dongfeng Automobile has reached more than 3 million units, nearly 10 times that of 2002; on the basis of continuing to maintain the advantages of commercial vehicles, the layout of passenger vehicles has expanded rapidly, and the product line has rapidly extended to the upper and lower end of the market segment. The formation of the three major market competitive advantages.

“This is a business structure and management system that can support the rapid development of Dongfeng Motor.” Xu Ping, chairman and party secretary of Dongfeng Motor Co., said with deep feelings: “In the past 10 years, through the continuous optimization of business and assets allocation, the Group’s market competitiveness There is a substantial increase today."

Innovation never missing gene <br> <br> though started late, but the Dongfeng Motor never stop the pursuit of innovation, experience accumulated in the absorption study, and gradually promote the building of self-developed system of Dongfeng's passenger car business started autonomy Later. “We admit that there are some lags behind other companies in the development of this sector, but Dongfeng has never lacked innovative genes.” Zhu Fushou admitted that, in fact, since 2000, after experiencing a turnaround from losses and difficulties and joint venture restructuring, Dongfeng Motor has not stopped. The pace of independent innovation, through the promotion of commercial vehicle technology upgrades, and the promotion of the introduction, digestion, and absorption of key technologies such as engines, has developed Dongfeng Tianlong, Dongfeng Tianjin and other new generation of medium- and heavy-duty commercial vehicles.

Yang Peng, a project engineer at Dongfeng Commercial Vehicle Technology Center, told reporters that Dongfeng Tianlong, which was a landmark product of “Dongfeng Manufacturing” to “Dongfeng Creation,” was developed in 3 years and entered the market in 2006. It is the third generation of Dongfeng Motor's upgrading. Commercial vehicle. It integrates advanced technologies such as the new D310 cab, high horsepower heavy-duty diesel engine, ABS, and digital meters. The application of its lightweight technology has greatly reduced its weight, reduced fuel consumption, and improved efficiency. On November 29, 2011, the "Tianlong" heavy truck trademark of Dongfeng Commercial Vehicle Company was recognized as "China Famous Brand" by the State Administration for Industry and Commerce.

Even more proud of Dongfeng Motors is that in recent years, through independent research and development, Dongfeng Commercial Vehicle has successively upgraded the key technologies of heavy, medium and light truck vehicles and powertrains, and continued to grow stronger and bigger. At present, the sales volume of heavy-duty trucks in Dongfeng ranked first in the domestic market for eight consecutive years, and the total sales volume of Dongfeng commercial vehicles ranked first in the world.

Entering Dongfeng Technology Center, the reporter felt that Dongfeng Motors attached great importance to product development and independent innovation. According to Hou Yuming, Minister of Science and Technology Development Department of Dongfeng Company, a new technology center with an area of ​​230,000 square meters and invested more than 700 million yuan is mainly responsible for R&D of self-owned brand passenger cars, new energy vehicles and related assemblies. Advanced R&D facilities, such as advanced design, automotive electronics test, engine test, trial position, and material craft position, can simultaneously carry out design and development of six product platforms and three engine platforms and simultaneous development of suppliers.

It is understood that in recent years, Dongfeng Motor has won the national and industrial science and technology progress awards in the forefront of the number and quality of the industry. Among them, Dongfeng Warrior won the first prize of National Science and Technology Progress Award, and Dongfeng Hybrid Bus Technology won the second prize of National Science and Technology Progress Award. At present, Dongfeng's patent applications and possessions rank in the forefront of the industry.

The accumulation of self-owned brands into key points for more than 10 years will allow Dongfeng Motor’s independent brands to set sail smoothly. The self-owned brand is becoming the focus of Dongfeng Motor's development strategy. On September 19th this year, the Dongfeng Passenger Car brand logo was released and the Dongfeng Fengshen A60 1.6L off-line ceremony was held at the Dongfeng Passenger Car Company Wuhan Plant. Dongfeng Fengshen’s own brand has launched a new circular Shuangfeiyan logo. “This unified Dongfeng branded passenger vehicle brand logo is the strategic step for Dongfeng to vigorously promote 'greater autonomy, greater coordination, and greater development'.” Fu Shou said that through more than 10 years of international cooperation, Dongfeng has accumulated the conditions for independent development, and the future strategic focus of the company's development will be further transferred to the independent cause.

As early as December 10, 2011, Dongfeng Motors announced a grand plan to strengthen its own brand at the launch ceremony of its own brand of millions of cars annually. By 2016, Dongfeng Motor’s own sales of its own brands will reach 3 million, including Dongfeng has 1 million commercial vehicles, 1 million Dongfeng passenger cars and 1 million other independent brands. At the same time, Dongfeng Commercial Vehicles will be the first in the country and the top three in the world; Dongfeng’s own brand passenger cars will rank first in the domestic brand passenger cars. In order to ensure the completion of the target of 3 million self-owned brands, the total investment of the Dongfeng Motor Autonomous Enterprise Program for each project will reach 30 billion yuan in the next five years.

At the same time, the overseas business is regarded as an important part of Dongfeng Motor’s own business, further strengthening the overseas business layout, and using the Dongfeng International Business Unit as a platform to accelerate the implementation of the “Four Unifications”, that is, unified planning of export products, unified planning of overseas markets, and unified establishment. Overseas image, unified arrangement of overseas business, construction of overseas business development model with Dongfeng characteristics, and strive for 2016, the export volume of self-owned brand accounts for about 10% of the sales volume of own brand.