合资车企反攻：先杀死自己，才能活下去

Core Viewpoint - The article discusses the transformation of joint venture automotive brands in China, emphasizing their shift towards a more localized and flexible approach in response to the rapid evolution of the electric vehicle market and competition from domestic brands [5][19][23]. Group 1: Market Changes and Responses - In April 2023, Nissan's global CEO visited China to understand the significant changes in the automotive market, leading to a decision to empower local teams to develop products and strategies tailored to the Chinese market [5][19]. - The first product under this new strategy, the Dongfeng Nissan N7, achieved over 20,000 pre-orders within 50 days of launch, indicating a successful market response [6]. - Joint venture brands are now launching multiple electric vehicle models at significantly lower prices than previous generations, abandoning the old pricing strategies based on vehicle size and configuration [9][11]. Group 2: Competitive Landscape - The article highlights that the electric vehicle market is maturing, with competition shifting focus back to cost control, channel layout, and management efficiency, areas where joint venture brands have decades of experience [6][7]. - The market share of traditional fuel vehicles has drastically decreased from 94.1% in 2020 to 50.6% in early 2023, pressuring joint venture brands to adapt quickly [22]. - Joint venture brands are now facing intense competition from domestic brands like BYD, which have successfully captured market share through aggressive pricing and innovative strategies [22][23]. Group 3: Strategic Shifts in Joint Ventures - The article notes a fundamental shift in joint venture brands' attitudes towards electric vehicle strategies, moving from passive compliance with regulations to actively empowering local teams to lead product development [23]. - The establishment of local R&D centers and the delegation of decision-making authority to Chinese teams have significantly accelerated the development cycle of new models, reducing it from an average of four years to under two years [21][20]. - The successful launch of models like the GAC Toyota's Platinum 3X and Dongfeng Nissan's N7 demonstrates the effectiveness of this new approach, as they cater directly to local consumer demands [19][24]. Group 4: Future Outlook and Challenges - The article suggests that as electric vehicle technology matures, competition will increasingly focus on basic areas such as supply chain efficiency and cost management, posing new challenges for both joint venture and new energy vehicle brands [26][27]. - The potential for a competitive landscape reminiscent of the smartphone market is highlighted, where brands must excel in foundational areas to maintain market leadership [28][29]. - The ongoing evolution in the automotive industry indicates that joint venture brands must adapt to a new operational model that leverages local supply chains and consumer insights to remain competitive [27][28].