· Local government implementation of vehicle emission policy requires strategic thinking

Volkswagen discharge doors, cars become foggy and fierce..., car topics can always cause strong media attention. Yesterday, a news that “Changan Automobile’s emissions exceeded the standard was punishable” caused heated media discussions. At the same time, relevant opinions about the poor quality of independent brands gradually appeared.

Regarding the penalty notice issued by the Beijing Municipal Environmental Protection Bureau, I feel that there is nothing wrong with the punishment. Changan Automobile did have problems in this incident. In the morning, Chang’an Automobile President Zhu Huarong’s media communication also admitted that “the emissions of the two models are not in line with the national standard five. Standard requirements, but this situation is often prone to extreme road conditions in the early days of new cars."

Let's look at the two cars again. Changan CS75 and Changan Ruiyi are themselves produced at Changan Automobile Beijing Fangshan Plant. Changan CS75 sold a total of 174,000 vehicles in 2015. Changan Ruiyi should be said that Changan has devoted a lot of efforts to launch a slightly more business-oriented mid-size car. These two cars play an important role in Changan Automobile.

As a domestic auto brand that realizes annual production and sales of 1 million vehicles, the production and sales volume in 2016 is expected to reach 900,000 units, and the production and sales volume in 2017 is expected to reach 1.17 million units. Changan Automobile is China's first auto company to establish a global 24-hour R&D system.

The Beijing Municipal Environmental Protection Bureau issued a notice of punishment, which imposed 3.78 million yuan on Changan Automobile's excessive discharge and confiscated 12.605 million sales revenue. At the same time, the two models that have been punished have been included in Beijing's promotion of old motor vehicle elimination reward models. Perhaps the money is “not a big deal” for car companies, but it has a greater impact on the development of independent brands.

According to incomplete statistics, the automobile industry accounts for about 11% of China's GDP, but the proportion of self-owned brands is relatively low, and the price of independent brands is also low, mostly in the interval of 800,000 to 100,000. In the past decade, it should be said that the Chinese market has promoted the development of joint ventures. In the next ten years, the direction of the government, including the government, is also changing, including government leaders are taking the lead in doing their own brands, and social elites are also beginning to pay attention to their own brands. It should be said that how local governments need to integrate the automobile industry with national strategies requires a strategic mindset.

Just like the increasingly popular urban car purchase restriction and restriction policy in recent years, the initial implementation of the implementation of the independent brand has suppressed the development of independent brands. The Chinese independent brands represented by Changan, GAC, Geely, BYD, etc. have finally been able to stand on the basis of limited purchases and restrictions. The city, which is invisibly suppressed, is not only sales, but also confidence.

It is understood that Changan Automobile has locked the relevant vehicle information, informed the owner to go to the 4S shop for technical upgrades, and ensure that the new products produced can still meet the relevant emission regulations even under the most stringent conditions.

In addition, environmental protection is a trend, which is not a small pressure for car companies. In the face of rigid regulations, such as fuel consumption, emissions and other standards, this tests the technology and cost of the car companies. For joint ventures and imported brands, independent brands are often in a weak position in terms of capital and technology. In addition to fuel consumption regulations, emission standards are just like another “big mountain” pressing against their own brands. There are wolves in front of the tiger, and the future road of independent brands will be even more bumpy.

Self-owned brand vehicles are exploring, not only to optimize product allocation in a timely manner, but also to actively cooperate with relevant policies. At the time of updating and replacing them, they will be urged to avoid bigger mistakes. The government's supervision is a good thing for both enterprises and consumers. Not only local brands, but also joint venture brands are not allowed to take risks. The Changan Automobile's excessive emissions are ringing the alarm for the Chinese auto market.

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