April 25, 2024

· Catering to the new standard car enterprise product strategy

Last month, the Ministry of Industry and Information Technology, the State Council Organs Administration Bureau, and the Bureau of the Bureau of the Central Committee of the Communist Party of China jointly issued the "Regulations on the Catalogue Management of Vehicles for Official Use of Officials in the Party and Government." For the first time, the "Rules" clearly require that the general official vehicles and law enforcement duty vehicles purchased by the party and government organs should not exceed 1.8 liters and the price should not exceed 180,000 yuan.

In addition, the State Council Legal Office Office Regulations on Administration of Organs (Draft for Comment) requires all government departments to be equipped with medium and low-end official vehicles that meet the requirements of economic application, energy conservation and environmental protection.

In the face of new regulations, autonomous car companies and some joint venture car companies have already heard the wind, and Audi and other high-end cars and some Japanese and Korean cars are temporarily caught in the car-free finale.

Autonomous car companies: tailor-made for the official car

The “reduced total price, more energy saving and environmental protection” in the new regulations on the procurement of official vehicles is the two main directions for the self-owned brand car enterprises. Almost all self-owned brand enterprises began to prepare themselves before the introduction of the Measures.

Shanghai Automotive has already deployed a series of products, including Roewe 750, which are in line with the new standards of government procurement.

GAC Chuanyu is positioned at 109,800 to 179,800, meeting the new standards for the procurement of official vehicles.

Brilliance has launched a model that meets the standards and has been modified in configuration to meet the new requirements for current official car purchases.

In addition, Chery Ruilin G5, Jianghuai Binyue, Geely Dorsett and other models, according to the plans of various independent brand manufacturers, these vehicles have official vehicles as an important entry market.

These products are strictly limited to the total price of 180,000, and the other is to save energy and environmental protection and small displacement.

European and American joint venture car companies: meet the needs of official cars through technology upgrades

In the official car market, joint venture cars have always been more popular. After the introduction of the new civil service car standard, the market once expected that the self-owned brand car would have an advantage. In reality, however, a joint venture has quietly started fighting for its inherent market, and the models that adapted to the policy were launched immediately.

Shanghai Volkswagen has a market share of more than 25% in government procurement. The first time after the New Deal was issued, Shanghai Volkswagen immediately adjusted its strategy and specially developed 180,000 new products such as 1.8T New Passat to meet the needs of the government procurement market.

Shanghai GM, which has 100,000 government procurement orders each year, is also moving. In terms of product reserves, Shanghai GM has prepared a large number of models to meet the needs of government procurement, and responded to the government procurement policy to promote less emissions, smaller displacement trends. Shanghai GM will use a large number of turbocharged and direct injection technologies in a new generation of launch technology to launch a series of products.

High-end cars and Japan-Korea system: the urgent need to deal with the situation of no car entering the border

According to the "Rules", the exhaust capacity of general official vehicles and law enforcement duty vehicles does not exceed 1.8 liters, and the price does not exceed 180,000 yuan. The engine exhaust of the confidential communication vehicle does not exceed 1.6 liters, and the price does not exceed 120,000 yuan; the price of the new energy car after deducting the financial subsidy does not exceed 180,000 yuan.

The former evergreen tree in the official car market - high-end brands such as Audi may face the embarrassing situation of no car. According to the standard of 180,000 yuan, Audi does not have this model, and the price of this product enters the official car market.

Japanese automakers such as the Accord and Honda have also been affected. In the B-class car market, Japanese and Korean car companies have been pushing more than 2.0 liters. The new regulations have a great impact on Japanese brands, because European and American models can enter the list of official vehicles with turbocharged technology and other interiors.

In the face of hundreds of billions of dollars in the official car market, the above-mentioned car companies can certainly not sit still, I believe that these car companies will soon have a good strategy to break through the current predicament.

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