On the 11th to the 12th of this month, the 2011 Global Automobile Forum with the theme of "Leap from Big Power to Great Power of Innovation" kicked off at the Jiaozi International Conference Center in Chengdu, Sichuan. Including Toyota, Nissan, Mitsubishi, Volkswagen, Mercedes-Benz, BMW and other international giants representatives, SAIC, Liberation, Dongfeng, Foton, Guangzhou Automobile, Changan and other domestic automotive group executives and China, the United States, Britain, France, Germany, Italy, Netherlands, Russia, More than 800 automotive media reporters from Japan, South Korea, and Brazil have participated in this event.
The first decade of the 21st century is China's 10 years of accession to the WTO, and it is also the rapid development of the Chinese auto industry for 10 years. In the next decade, the development of China's auto industry, the relatively low-speed growth of the market will accelerate the pace of industrial integration, through more fierce market competition, gave birth to a number of large companies with international competitiveness. During the forum, reporters conducted full follow-up reports on the spot and brought you interviews with heavy guests. The following is an interview with Huang Gang, general manager of Dongfeng Commercial Vehicle Company .
Reporter: Some survey companies had conducted a market survey some time ago. In terms of heavy trucks, China’s heavy truck users’ satisfaction is now around 70 points. What is your comment on such a score? What kind of meaning and connotation is reflected?
Huang Gang: I don't know what kind of system this evaluation system is. The international benchmark is what kind of level, so I can't judge what level of 70 points is. However, I am dissatisfied with this industry, including Dongfeng itself, in terms of customer satisfaction. We are not satisfied with the current situation. Although we now account for 99% of the Chinese market, I just mentioned Dongfeng's strategy to improve quality and brand. The brand comes from the trust of customers. Trust is first and foremost satisfied with your products and the services you provide. We have a very big gap from the international benchmark.
Reporter: There is a general understanding in the industry that the joint venture of domestic heavy truck companies does not demonstrate outstanding performance but a successful model. We know that Dongfeng Commercial Vehicles is part of the cooperation between Dongfeng and the Nissan framework. Huang Zong, do you think it is difficult for a heavy truck to succeed on a joint venture? The second question, what do you think of the progress Dongfeng Commercial Vehicle made during the eight-year joint venture between Dongfeng and Nissan?
Huang Gang: As for the specific issues, it cannot be said that the joint venture company is necessarily not good, or that the car is doing well. The truck must do something bad, and it cannot be concluded. Dongfeng Commercial Vehicles, we are a division of the joint venture between Dongfeng Group and Nissan Motor Co., Ltd. We focus on medium and heavy trucks. However, the business of the car in this joint venture company is Nissan's technology and Nissan's brand. The business of our medium- and heavy-duty commercial vehicle, that is, my business department, my company's business, technology and brand are all in the east. Of course, if you are interested, I would like to introduce some of the experiences of Dongfeng Commercial Vehicle under the background of this joint venture company. Perhaps we have some inspiration.
We have had a joint venture company with a joint venture for eight years. Dongfeng Commercial Vehicles does not have Nissan. We did not import technology from Nissan because Nissan did not have truck experience. but
First of all, Nissan has indeed helped Dongfeng Commercial Vehicles to improve their management capabilities. We have learned a lot of internationalized management concepts and management methods from Nissan, which has improved the capabilities of our entire value chain.
Secondly, we used Nissan's processes and methods in the car R&D field, and then transformed the truck-friendly business to make our medium and heavy truck product upgrades successful. This should be thanks to the introduction of the Nissan process.
The most important thing is that in the joint venture company, we have always insisted on mutual respect, and then the market is guided by such basic principles. Therefore, in the commercial vehicle business, our entire commercial vehicle's value chain insists on changing the market customer's focus. Our products respond to market changes and demands and customer requirements. Nissan has a high degree of flexibility in this respect. It is Dongfeng Motor Co., Ltd. This joint venture company's management program has a high degree of flexibility to support us to do so, so that we can also achieve independent development in the context of joint ventures. This is some of our experience.
Since the joint venture with Nissan Motor Co. in 2003, the entire value chain of Dongfeng Commercial Vehicle Company has undergone profound changes, and its product structure, management methods, and business philosophy have gradually transformed into the “China No. 1 and World Top 3†development goals. Based on inheriting traditional manufacturing advantages, R&D advantages, and marketing advantages, we have initially established a product platform, management platform, and team platform that are compatible with the development goals. The company completed the upgrading of the full range of medium- and heavy-duty products represented by the D310 and D530. The entire value chain established the business philosophy of “taking the market as the center†and introduced various new management tools extensively, creating a low-cost operating model. A group of talents with a sense of internationalization and professionalism have been trained to take a solid step in the path of internationalization, and the ability of companies to mitigate market risks has continued to increase.
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The Global Automotive Forum was initiated by the Automotive Industry Committee of the China Council for the Promotion of International Trade, and was jointly developed with Smadja & Associates, a world-renowned consulting company. It is dedicated to becoming an annual event of the car industry in order to discuss the structural nature of the automotive industry worldwide. Changes and challenges to provide participants with the latest advances in technology, economy, society, and trade that affect the industry, organize production companies, government policy makers, experts, and media leaders from all over the world to conduct dialogues with a view to building Sexual and fruitful consensus.
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