In 2003, for the domestic national car brands, it was a sorrow and joy. In April, the collective glory at the Shanghai Auto Show once greatly invigorated the people. The subsequent foreign auto giants had made use of their intellectual property rights and began to make the top players Geely and Chery in the past two years.
brilliant
Since 2001, the continued popularity of the domestic automobile market has accumulated enough power for the national car brand manufacturers. The biennial Shanghai International Auto Show became the central stage for the national car brand to stage a collective glory.
Since it was the first time to participate in the Shanghai Auto Show, and just signed a joint venture contract with the BMW Group, the first appearance of the Brilliance Auto at the International Auto Show attracted many people's attention. Brilliance showcased three new products in its 500-square-meter exhibition area, including a brand-new product of two new Chinese passenger cars and Golden Cup Sea Lion light buses.
“Cheer Dark Horse†Chery also exhibited two new cars that are refreshing: Chery QQ and Oriental Son. At the same time, two new cars with completely different platforms were introduced, which is extremely rare in the history of Chinese cars and even the world of cars. At this point, Chery has owned more than ten models of A00, A and B grade platforms.
As the first self-invested and self-developed automobile enterprise in China, Geely Group, which entered the “3+6†structure of the Chinese auto industry, displayed its new work, the Huapu sedan, at the auto show. In addition, the red flag, a symbol of the national car brand for many years, has almost taken all of its properties.
However, the biggest surprise for all Chinese people is the concept car. The concept of Pan-Asian Pengeng, the MPV concept of Chang'an, and the concept car of Hafei have been launched. Domestic manufacturers have introduced concept vehicles, which not only shows that China's own automotive design capabilities are being formed, but also shows the future development direction of China's automobile production technology.
frustration
However, the road of self-improvement for domestic national car brands is not easy. With the intensification of contradictions, Toyota sued Geely’s first case of domestic auto intellectual property and finally emerged.
In August, Toyota sued the Geely trademark infringement case and held its first trial in Beijing in the first instance. There are two main points in the contents of the lawsuit filed by Toyota: First, the logo used by Geely and Japan Automobiles is similar to the Toyota logo, which may constitute trademark infringement. This is also the first case of automobile trademark infringement in China; second, Toyota believes that the US-Japan automobile produced by Geely The 8A engine is not produced by Toyota Motor Corp. However, it is labeled as a Toyota engine on foreign publicity materials and is an unfair competition act.
On November 24th, this case was decided by the judgment of the Second Intermediate People's Court of Beijing and the Geely Holding Group won the case. However, the domestic indigenous car brands’ intellectual property homeland defense war has only just begun.
Shortly thereafter, the deputy head of the Ministry of Commerce of the People's Republic of China called a meeting to invite General Motors representatives and responsible officials of relevant Chinese departments to discuss how to coordinate the resolution of intellectual property disputes between General Motors and Chery. Recently, Nissan Motor Co. also announced that they have noticed that the appearance of Great Wall Racing Film produced by Great Wall Motor Co. this year is exactly the same as Nissan's pickup truck produced in North America. Nissan Motor Co. said it is investigating the matter and claimed to retain the right to sue Great Wall Motors.
These disputes are not merely disputes between the two companies. What is worrying is that the rising momentum of the domestic national car brand manufacturers seems to be being affected. According to relevant sources of Geely, the company’s plan to produce and sell 100,000 vehicles at the beginning of the year is highly likely to become a bubble. Although the Chinese sedan has undergone significant improvement, its performance has been comparable to similar foreign products, but with the launch of domestic BMW, its voice has become increasingly weak. However, as of the end of November, the cumulative sales volume of the Red Flag reached 25,171, which exceeded the plan for the beginning of the year.
hope
At the same time, two of China's three major automobile groups, SAIC and FAW, have begun to show confidence in developing their own brand cars.
The reporter learned on December 2 that SAIC will invest in the construction of a new automobile production base in Lingang New City Industrial Zone of Yangshan Port. To this end, Shanghai Automotive Industry (Group) Co., Ltd. has signed a letter of intent for strategic cooperation with Shanghai Lingang Economic Development (Group) Co., Ltd. Although both SAIC and Lingang have stated that the two parties are still in the stage of intentional cooperation and the specific details are inconvenient to disclose, but if the two parties cooperate to achieve this, it will be SAIC Motor’s production of the Institute of Automotive Engineering and the acquisition of Yizheng Automobile Company after a series of measures. Another big step for self-owned brand cars. According to the strategic goals set by SAIC, 50,000 self-owned brand cars will be independently developed by 2007.
On December 15th, FAW and Qingdao Municipal People's Government and Suizhong Tobacco Group held a signing ceremony for a cooperation agreement on investment and development of passenger cars in Qingdao. According to the agreement, FAW Group and Sino-Italian Tobacco Group have established a joint venture and cooperation to establish FAW Yuzhong (Qingdao) Automobile Co., Ltd., with each party accounting for 60% and 40% respectively. FAW Group develops passenger cars in Qingdao, and produces and operates self-owned brand cars with new operating modes and corporate mechanisms.
Previously, the three major automobile groups - SAIC, FAW, and Dongfeng - have actually tested non-mainstream models in the market. SAIC Saibao, FAW Liberation Sedan, Dongfeng Little Prince, three brands can be seen in the Changsha market. But its impact is not comparable to its joint venture products - Jetta, Audi, Vios, Santana, Passat, POLO, Dongfeng Citroen, Nissan Sunshine and others. Whether SAIC and FAW's new strategy can achieve the desired results will still need time to test.
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