合资贴上“新标签”，市场买账吗？

Core Insights - Joint venture automakers are striving to regain dominance in the electric vehicle (EV) market by establishing new labels such as "restructuring" and "integration" [1][2] - The shift in strategy includes delegating decision-making power to local teams, which has led to improved product development and market responsiveness [2][3] - Despite some initial successes, the long-term sustainability of these changes is uncertain due to evolving consumer preferences and competitive pressures [5][7] Restructuring and Integration - The concept of "restructuring" is exemplified by companies like FAW Toyota and Dongfeng Honda, which are redefining their brand identities and product offerings to better align with consumer expectations [1][2] - "Integration" is highlighted by the emphasis on "Chinese definitions" in vehicle design, showcasing local engineers' contributions to global vehicle standards [1][2] Power Delegation - The delegation of authority to local teams has allowed joint venture brands to better understand and respond to local market demands, resulting in the launch of competitive EV models [2][3] - This shift marks a significant change from previous practices where foreign partners dominated product decisions, leading to a lack of competitiveness in the Chinese market [2] Market Performance - Some joint venture brands have seen positive market performance with their new EV models, such as Dongfeng Nissan's N7, which has gained traction due to its appealing features and competitive pricing [3] - The expansion of product lines to include various types of electric vehicles has also contributed to improved market positioning [3] Challenges Ahead - Despite recent progress, joint venture brands face challenges in maintaining their market share due to a late response to changing consumer preferences and reliance on outdated marketing strategies [5][6] - The traditional advantages of joint venture brands, such as reliability and fuel efficiency, are becoming less relevant in the EV market, necessitating a reevaluation of brand value propositions [7] Opportunities for Improvement - Industry experts suggest that joint venture brands can still capitalize on their strong customer base and brand image by enhancing localization and innovation in product development [8][9] - Focusing on high-end models that incorporate advanced technologies could provide a competitive edge, especially if these products are offered at more accessible price points [8][10]