TU-TESL

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Different from the 40-year "consistent system" of Sino foreign joint venture automobile enterprises, first of all, beamcar project does not directly take foreign models for direct production, but joint research and development; second, beamcar does not build an independent sales channel, but follows the inherent marketing system of both shareholders; finally, without the names of the parent companies of both sides, there is no "Changma" as people think ”Or "Baocheng" and other names Obviously, as the most successful independent brand enterprise in China, the joint venture between the automobile and the world's leading high-end automobile enterprise group is not simply "copy" and "paste" the previous model, but make bold innovation, open a new era of joint venture between Chinese and foreign automobile enterprises, and highlight the great wisdom of the two enterprises! A few years ago, there was a "broken" question from the automotive industry: does China need a new brand? Now it seems that those who pretended to be cute and asked this question with great care were either "sick" or "cool" All in all, most of these "new brands" are off. In fact, with the large capacity of China's automobile market and the high inclusiveness of Chinese consumers, no matter the "new brand" or the new enterprise, as long as you do well enough, it must be necessary. At the launch ceremony of the beamcar project, using the same sentence pattern, we also asked a question: "does China need a new joint venture?"? Last week, in Zhangjiagang, Jiangsu Province, with the official launch of the Sino foreign joint venture beam car project, Great Wall Motors and BMW Group jointly gave a positive answer. Fu Lexi, research and development director of BMW Group, as a guest from afar, said that the launch of the beam project is to realize the joint venture between BMW and great wall motor to expand the localization of professional technology and production, with the principle of "in China, for China, for the world". He further explained: "we have achieved fruitful results hand in hand, laying a solid foundation for further cooperation. We will not stop. We think ahead and plan for the long term. At this point, BMW Group and Great Wall Motor share the same aspiration. China's era of electrification has just begun, and there is much to be done in the future. Electric and intelligent cars will be welcomed by the market. " Wei Jianjun, chairman of Great Wall Motors, said, "this cooperation can be called a strong alliance, and will achieve a real sense of resource complementarity and win-win cooperation.". "Today's great wall has become a leader in the pickup industry, while BMW Group has a huge brand influence and technical reserves," he said. In the context of the continuous decline of China's automobile market, Great Wall Motors and BMW Group jointly invested 5.1 billion yuan (50% each), with a registered capital of 1.7 billion yuan. On nearly one thousand mu of land, the two sides jointly build a production base with an annual output of 160000 vehicles, including two production lines of electric vehicles and fuel vehicles. It is estimated that the new construction area will be about 274657 square meters, and about 460 sets of production and testing equipment will be purchased. So, is the new joint venture between Great Wall Motors and BMW group still the "joint venture three board ax" of adopting foreign brands, introducing foreign models and establishing a marketing network of joint ventures as before? Although the combination of "long horse" or "Baocheng" doesn't sound awkward, some of the implications are quite profound But Great Wall Motors and BMW group gave a negative answer. Different from the 40-year "consistent system" of Sino foreign joint venture automobile enterprises, first of all, beamcar project does not directly take foreign models for direct production, but joint research and development; second, beamcar does not build an independent sales channel, but follows the inherent marketing system of both shareholders; finally, without the names of the parent companies of both sides, there is no "Changma" as people think ”Or "Baocheng" and other names. Obviously, the joint venture between Great Wall Motor, the most successful independent brand enterprise in China, and BMW Group, the world's leading high-end car enterprise, is not simply "copy" or "paste" the previous model, but has made bold innovation, opened a new era of joint venture between Chinese and foreign auto enterprises, and highlighted the great wisdom of the two enterprises! In this regard, it is also confirmed that two months ago, at the Frankfurt auto show, Wei Jianjun told the media that the joint venture between the great wall and BMW was an unprecedented form: "the previous joint ventures had a product in Europe, which was directly produced in China, and these were all copies of manufacturing," he added. "Our joint venture with BMW is very valuable. From product development to validation, we study the version building in multiple countries together. Of course, for the development of the Great Wall, I also see our gap. "