The market share of French-style cars has been at a relatively low level since 2017. In the context of an overall decline in the French-French car market, the DS, as a luxury brand in the legal system, has also encountered some staged troubles. To understand DS How the brand looks at the current market situation and DS brand will take what kind of measures to solve the problem, "China Business" reporter at this Guangzhou International Auto Show Changan Peugeot Citroen Automobile Co., Ltd. Executive Vice President Shen Ming were interviewed, the following is an interview with Record .
"China Business": From this year's market performance, the French car generally sold in the Chinese market is not very good. Some analysts believe that the French car is not suitable for the Chinese market, this, what do you think?
Shen Ming are: Yes, there are many such references recently, saying that the car is not suitable for our Chinese market.In fact, I do not think so, I graduated from the university has been in the automotive industry, in the automotive industry, did not specifically the law Department of the car alone out of the branch, but has always admired France's innovation and dedication of the car.
Indeed, the overall performance of French cars in this year has declined, each brand has a cyclical fluctuations, I think the French car in the near future is only a coincidence. Market performance does not mean that French cars are unsuccessful in China.French cars in the global automotive industry is to go in the forefront, the sense of innovation is the strongest, should be the real name.
"China Business": In the overall poor performance of French cars case, DS brand sales this year how, your future sales expectations DS brand What is the prospect?
Shen Ming are: In March, I took over the marketing of DS, so far, DS is in the process of adjustment, and in the process of adjustment, the sales of our models have come out of the trough and are continuing to rise.
Of course, we did face a huge test in the first half of this year, and based on this, we made great adjustments to the organizational structure and inventory level. Since this year, our sales team has moved from Shanghai to Shenzhen and has two consecutive Month strictly control the production, take the initiative to reduce the level of inventory to a reasonable range.After the above adjustments, we and the sales department more closely, rejuvenation of the confidence of dealers and won the trust of partners.
"China Business": After this adjustment, DS for the Chinese market for product improvement?
Shen Ming are: Close to the user needs DS brand has been pursuing, but after all, our experience is too short, we are still in the process of understanding the needs of users from the DS 2018 models into the market performance of a month and the feedback from the dealer point of view, We recognize DS more and more, we are more and more close to the user's feelings.
In fact, DS pays special attention to users, because we exist because of users, and now the concept is very clear.We have investigated in depth how people who bought our cars understand the DS brand and people who do not buy DS vehicles see DS Brand. Law design is based on the concept of their own designers and engineers is actually a misunderstanding, whether DS 2018 or DS7 are based on Chinese users to make a lot of improvements. The Chinese market is nearly double the EU, the DS brand is very Focus on the weight of the Chinese market, the next 5 years, many aspects of development planning will take into account changes in the Chinese market.From my point of view, the Chinese car market has changed more than the other markets, in the future, we not only adhere to the user Above all, we must keep up with the changes in the Chinese market.
"China Business": In the ever-changing automotive products, DS brand awareness remains to be improved circumstances, do you think a year a new car speed can meet the new demand in the Chinese market?
Shen Ming are: We are proud to say to media friends that DS should be the sole luxury brand of French and French cars.DS has a long history, but its time to enter the Chinese market is relatively short, only 5 years, so the whole brand is very good for China's market, Culture, Chinese users have a process of adaptation. During these five years, we continue to explore and adjust. After years of hard work and exploration, we have a very deep understanding of Chinese users, the market, so we Decided to start next year, in the next 5 years, each year the introduction of a new product.Of course, this new product is not a so-called change the car, is entirely a new car at such a speed to meet the needs of China's luxury car users. Whether In product planning or product quality, we can keep up with the Chinese users on the luxury car upgrade needs.
"China Business": In the middle of the year when Changan Peugeot Citroen received the injection of capital from both parent companies, DS brand ushered in a new stage of development. In the future, DS with the help of both parent companies involved in research and development related to manufacturing What depth of localization initiatives?
Shen Ming are: June 7 this year, Changan PSA two parent companies Changan Automobile and PSA Group formally signed an agreement to deepen strategic cooperation, the most important consensus reached by everyone is to increase investment in the development of DS brand strategy in China, either from the funds or Product and parent company of both sides plan together the plan of DS in China in the next five years.In China, the development trend of new energy vehicles is very fast and also represents the future trend. One of the strategic cooperation agreements is also a new energy product for DS. Recently, there will be a more detailed strategic development for both sides. Both parties will have in-depth cooperation in the fields of engine, new energy or vehicle technologies, including smart interconnection, and are now in an era of win-win cooperation.
China Business: DS future development more focused on developing their own fresh market or compete with the traditional luxury brands market?
Shen Ming are: Luxury car market we all know, we are not focused on a particular type of brand, we have a SUV, a car, a crossover car. DS has its own characteristics, all our products, have their own personality. In my It seems that China's automotive market is large enough capacity, the user's needs are more and more diverse, personalized, we can maintain their own personality in a competitive environment to meet the needs of more and more users.