Independent brand encounter policy "three doors"

Core tips:

From October 1, new energy-saving vehicle promotion subsidy policies will be implemented. The state's 3,000 yuan subsidy for energy-saving vehicles will be adjusted from the current 6.9L/100km fuel consumption standard to 6.3L/100km or less. After the implementation of the new regulations, 70% of the subsidized vehicles will lose subsidy due to failure to meet the new standards, most of which are self-owned cars.

In the depressed automobile market, the self-owned brands that are seriously injured will face the pressure of technological upgrading brought by a number of new policies.

From October 1, new energy-saving vehicle promotion subsidy policies will be implemented. The state's 3,000 yuan subsidy for energy-saving vehicles will be adjusted from the current 6.9L/100km fuel consumption standard to 6.3L/100km or less.

According to statistics from the National Passenger Car Information Association, after the implementation of the new regulations, 70% of the subsidized vehicles will lose subsidy qualifications because they do not meet the new regulatory standards, most of which are self-owned cars.

The new rules for the C-NCAP collision standard that will be implemented from July 1st next year will also increase the difficulty of collisions, especially for self-owned brands that will find it more difficult to obtain high-star ratings. This is also considered by the industry as a pressure on the safety standards of self-owned brand vehicles.

At the same time, the forthcoming "Evaluation Method and Indicators for Fuel Consumption of Passenger Vehicles (Phase III)" will also cover the throat of its own brands with more stringent standards.

“According to the standard of the draft, most of the models are unable to meet the standard. Once it is introduced, the influence of independent brands will bear the brunt of it.” said the person in charge of a car-research institute.

As the new technology is difficult to achieve, the three new regulations are like three mountains on the back of their own brands, so that the already self-owned brands are more difficult to walk.

Policy "Three Doors"

On September 16, the three ministries and commissions of the Ministry of Finance, the National Development and Reform Commission and the Ministry of Industry and Information Technology jointly announced that they will implement a new energy-saving vehicle subsidy standard starting from October 1.

According to the Notice on Adjusting the Subsidy Policy for Energy-Efficient Vehicles, the promotion subsidy standard remains the same, that is, a one-off subsidy of RMB 3,000 is continued for consumers to purchase energy-saving vehicles, but the definition of energy-saving vehicles is more stringent.

Previously, as long as consumers bought a vehicle with a fuel consumption of 6.9L/100km, they would receive a subsidy. After the implementation of the New Deal, subsidy is only required for vehicles with fuel consumption up to 6.3L/100km.

According to the original energy-saving vehicle promotion catalogue, BYD has 15 models that can enjoy the subsidy of RMB 3,000, but only F0 can meet the New Deal standard and continue to receive subsidies; Chery with 29 models of energy-saving vehicles after the implementation of the New Deal, also Only 7 models can continue to enjoy the discount; while Geely's previous list of the three categories of energy-saving vehicles is completely annihilated, were eliminated by the new regulations.

This is undoubtedly fuelling the self-owned car makers whose sales have fallen sharply. "Currently, self-owned brands have a very good 2% profit. For example, for a car with 50,000 yuan, the profit is about 1,000 yuan. Suddenly the subsidy for the 3,000 yuan is lost. How can we digest it?" Geely dealers are worried about this.

The person in charge said that the independent brand has no room for any reduction in price, but if the government subsidy of RMB 3,000 cannot be obtained, only the manufacturer and distributor will bear the concession given to consumers, otherwise it will only be faster. Lost the market.

In addition, C-NCAP is also about to issue a new version of the standard as a standard for the evaluation of new domestic vehicle safety indexes, and will begin implementation in July next year. The new standard star rating standards have also been changed accordingly.

According to Li Wei, director of the China Automotive Technology and Research Center's Institute of Experimentation, the new version of C-NCAP has increased the difficulty of collision compared with the old version. At the same time of increasing the test speed, it will also introduce an active safety program, which will increase the stability of electronic control of the vehicle. Additional points for the device (ie ESC).

In addition, during the two collision tests in the current three collision tests, female dummy will be placed, and the damage value of the dummy in the head, neck and chest during the collision will be included in the evaluation range.



Obviously, the more stringent C-NCAP New Deal will make the pressure on self-owned brands that have been underperformed in the crash test surge. According to incomplete statistics, since the beginning of 2006, 130 models have been involved in the crash test, of which the joint venture brand has 73 models, the highest five-star collision results in 45 models, the five-star rate is 62%, and 54 autonomy in the collision test Of the brand models, only eight received five-star results and the five-star rate was only 15%.

If the implementation of the above two new policies only affects the growth opportunities of independent brands, the forthcoming “Method and Indicators for Evaluation of Fuel Consumption of Passenger Vehicles (Phase III)” will effectively reduce the living space of independent brands. .

Compared with the second phase of standards implemented in 2008, the biggest difference in the new standard lies in two aspects. First, to imitate foreign countries, the concept of “average company fuel efficiency standard” is cited; second, it becomes more stringent.

It is reported that the New Deal of the fuel consumption limit is proposed to be reduced by 20%, that is, by 2015, the average fuel consumption of passenger vehicles in the country will drop to about 7 liters per 100 kilometers.

As early as last November when the "third stage fuel consumption limit" draft was introduced, one of the main drafters of the draft, Jin Yeff, deputy chief engineer of the Institute for Standardization of the China Steam Weaving Research Center, said that there is currently no car company in the country. Completely up to standard.

At present, the substantial increase in technical thresholds of the three New Deal has triggered the pessimistic sentiment of most self-owned car companies. The share prices of listed auto companies such as BYD and Futian have also fallen sharply, and more independent brand dealers have stated that they are independent brands. More and more difficult to do, there will be more and more cases of closing and retreating."

Self-inflicted struggling With the surge of the Chinese automobile market skyrocketing, the embarrassment of “naked swimming” of its own brand began to appear, and its bleakness contrasted sharply with the joint venture brand.

According to statistics, in August of this year, the sales of main self-owned passenger cars in China were 260,600 units, down 1.9% year-on-year, while the sales volume of 15 foreign-invested car manufacturers in China reached 668,600, a year-on-year increase of 14.8%.

After the introduction of the three new policies, the self-owned brands will face a more impatient living environment and must start to adapt to the new rules of the game.

According to Xie Baoxin, vice president of the Chery Automobile Engineering Research Institute, according to the new energy-saving subsidies policy, some models can only meet the standard by 0.1L to 0.3L. Therefore, technological research and development are being adjusted, such as the introduction of more advanced exhaust technologies, Re-calibrate the small model engine, and strive to achieve a subsidy standard of 3,000 yuan.

"The investment for a car improvement ranges from tens of millions to 12 to 200 million yuan. It also says that for a powerful car company, the burden is not too heavy and there is operability," but he also said that if the relevant fuel consumption The gap between itself and the new standards is too great. At least 500 million yuan or more is needed for investment. Companies can only miss the opportunity.

"By improving the technical standards, reducing fuel consumption and improving safety, it is a general trend," said Cui Dongshu.

For the three technical upgrading gates facing Hengye, the general opinion of the industry is that independent brands should take this opportunity to truly bid farewell to the impetuousness and call for FAW, SAIC, Dongfeng and other central and state-owned enterprises with capital and technical strength to provoke them. Heavier burdens.