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尽管销售放缓,长城汽车不会进入价格战

2020-3-23 13:21

 

中国最大的皮卡制造商长城汽车(601633.CN)董事长表示,由于冠状病毒疫情导致销售放缓,该公司不愿参与价格战,但将继续努力开发海外市场。


长城汽车董事长魏建军在一次会议上表示:“在市场放缓之际,长城不想打价格战,因为价格代表品牌价值。”长城汽车也是中国最大的运动型多用途车(suv)制造商之一。


长城汽车提供的一份转录显示,魏则西说:“盲目降价占领市场会损害品牌,尤其是在汽车制造商的现金流不能完全得到保证的情况下。”


“我们现在正在调整生产周期,并将其放缓。如果生产造成大量产品积压,将不利于整个企业的运营。”


长城汽车是2018年底首批降价的大型汽车制造商之一,当时全球最大的汽车市场中国的汽车市场开始下滑。然而,自2019年以来,长城汽车开始缩减激进的价格策略,以重新获得利润。


这家总部位于保定的汽车制造商还与宝马在中国东部省份江苏建立了一家汽车厂。该公司将今年的销售目标下调了8%,至102万辆,利润目标下调了13.8%,至40.5亿元人民币(合5716.2亿美元)。


其竞争对手、与丰田和本田有合资企业的国有汽车制造商广汽(601238.CN)也将销售增长目标从8%下调至3%。


长城去年售出106万辆汽车。今年2月,在冠状病毒爆发期间,该公司销售了10023台,同比下降85.5%,而整体市场则下降了79%。


中国汽车工业协会(CAAM)的一名官员告诉路透社,如果在4月之前中国的疫情得到有效控制,全年的下降幅度可能会缩小到5%左右。


今年早些时候,长城汽车同意从通用汽车(General Motors)手中收购印度和泰国的两家工厂,这家底特律汽车制造商正在退出不盈利的市场。


魏说,大约七年前,长城汽车曾考虑进入印度和泰国市场,但没有取得进展,因为公司还没有准备好。长城汽车目前预计,两家工厂的交易将在2020年下半年完成,并将改造生产线,生产自己的车型。

 

China’s top pickup truck maker Great Wall Motor (601633.CN) is not willing to enter a price war as sales slow down because of the coronavirus epidemic, but will keep trying to develop overseas markets, its chairman said.

“Great Wall does not want to enter a price war in the market slowdown because price represents brand value,” Wei Jianjun, chairman of Great Wall, which is also one of the biggest sports-utility vehicle makers in China, told a conference.

“Blindly occupying the market with price cuts will hurt the brand, especially when automakers’ cash flow cannot be fully guaranteed,” Wei said, according to a transcription provided by Great Wall.

“We are now adjusting the production cycle and slowing it down. If production causes a large backlog of products, it will not be good for the entire operation.”

Great Wall was among the first major automakers to cut car prices in late 2018, when China’s car market, the world’s biggest, started to drop. However, since 2019, Great Wall started to dial back the aggressive price strategy to regain profit.

The Baoding-based automaker, which is also building a car plant with BMW in China’s eastern province of Jiangsu, has cut its sales target by 8 percent to 1.02 million units and profit target by 13.8 percent to 4.05 billion yuan (US$571.62 billion) for this year.

Rival state-owned automaker GAC (601238.CN), which has joint ventures with Toyota and Honda, also lowered its sales target from an 8 percent growth to 3 percent.

Great Wall sold 1.06 million cars last year. In February, in the midst of the coronavirus outbreak, it sold 10,023 units, down 85.5 percent from a year earlier, while the overall market dropped 79 percent.

An official at China Association of Automobile Manufacturers (CAAM) told Reuters that if the outbreak in China is effectively contained before April, the decline could shrink to around 5 percent for the whole year.

Great Wall agreed to buy two plants in India and Thailand from General Motors earlier this year as the Detroit automaker retreats from unprofitable markets.

Wei said Great Wall considered entering Indian and Thai markets around seven years ago but did not progress as the firm was not ready. Great Wall now expects transactions of both plants to be completed in the second half of 2020 and will revamp their production line to make its own models.

 

来自: ejinsight